Disney has been imitated, but it has never been able to transcend. What kind of magical power is supporting Disney's IP operations?
The source of Disney's own IP is the most profound. Founded in 1923, Disney was originally an animation production company. Walt Disney's talent and ambition drove Disney to become a leader in animation production companies, and successfully created Disney's first self-owned IP, which is also Disney's most popular IP, Mickey Mouse. In the more than 100 years of Disney's development, Walt Disney has successfully created Disney's own IP brand. Mickey Mouse, Donald Duck, Goofy, Winnie the Pooh and other cartoon characters from the United States to the world, Disney Brands are gradually gaining popularity.
In the history of Disney's development, Disney produced almost the same slogan as "well-made". In the field of animation, Disney has produced numerous explosions with its ability to tell stories. Last year, "Crazy Animal City" released only 155 million box office in the country for three days, but with the word-of-mouth effect, it quickly seized 577 million box office in the second week to achieve counterattack, and finally won 1.5 billion box office results, becoming China in 2016. The box office champion of imported films.
After gaining a bumper harvest at the box office, Disney continued to extend its success to the online and offline scenes. This so-called “round effect†is actually expanding the brand effect of a good story indefinitely. The most prominent example is Disney. Real entertainment. The biggest difference between Disneyland and other amusement parks is that Disneyland has stories. Consumers not only appreciate the various rides, but also the fun of being the protagonist of the Disney story. From the parking lot to the rides, whether it's the overall environment or the local details, Disney has matched the story in its movie to various scenes, hoping to give visitors a seamless experience with the movie story.
At present, Disney has more than 3,000 licensees worldwide, selling more than 100,000 products related to Disney cartoons. It has more than 100 authorized operators and more than 1200 sales counters in mainland China. Authorized products include soft products (such as clothing, clothing, bedding, soft curtains, etc.), toys (such as character modeling, board games, building blocks, etc.), household products and personal items (such as beverages, health products, beauty products). Etc.), consumer electronics (such as large and small appliances, cameras, etc.).
The home area is a very eye-catching piece – and the heart of the home team is working together to launch a new Disney-themed finished curtain product, bringing a new Magic Life to Chinese families and children, and striving to create a wonderful parent-child lifestyle. Ding Yi, manager of Hexin Home Brand Business Department, thinks that home is the best place to show fashion taste and life concept, while soft clothing is the soul of home decoration. Children's curtains are an indispensable part of soft space, which is very good. Interpreting each consumer's attitude towards fashion life, Disney's finished curtains can complement the existing cool product line, and children's soft dresses are chosen to be the home of Disney's finished curtains.
Disney's story has been seamlessly matched to the lives of more and more children as it continues to grow and subdivide the IP industry chain.
It is no exaggeration to imagine: On a weekend, a little girl wearing a Mickey Mouse-patterned dress had a morning oral class in Disney English. The course content was a Mulan movie dialogue; after that, I took a bus with a Lion King pattern to Disney. The park happily played for an afternoon, bought a Donald Duck pattern keychain souvenir; by the way, dining at the Disney-themed restaurant, the most delicious is the ice cream ice cream; at night, back to the paste of Bulb Lightyear wallpaper and Disney Mickey space After watching the curtains at home, read a collection of Winnie the Pooh cartoons; after using the Nemo bathing supplies to wash, pull up the heart and home Disney Disney series curtains, cover the sheets with the little mermaid, listen to "Fantasia 2000" , holding a Stitch puppet sweet sleep, made a dream about the princess and the prince...
Editor in charge: Zhou Lingling
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