Disney's new model challenges the success or failure of traditional channels for 3 months

Disney, who is well versed in authorized businesses, has also been active in the channel recently. Following the introduction of the new “Toonsland” model in a number of third-tier cities a few weeks ago, on May 28th, another new retail model “Disney Consumer Goods Zone” opened in Guangzhou Zhonghua Plaza, the theme shopping area that was advertised as “the first in the world”. Since then, it has opened up its new retail model in the first and second line markets.

The industry said that the theme shopping that is already very mature in foreign countries is not necessarily infinitely popular in China's current retail business. Among them, the most influenced by the traditional department store model. Disney also seemed to anticipate the ruggedness of the future. When a reporter asked about his specific expansion plan, relevant senior officials claimed that a 3-month consumer feedback period was required. This means that whether the model continues to expand or stagnates, it will be clear after 3 months.

According to the reporter in the "Disney Consumer Goods Zone", this is a Disney-themed mini-department. The commodities include clothing, accessories, leather goods bags, home furnishings, children's toys and many other major categories. Disney theme entertainment area. According to reports, the area covers more than 5,000 kinds of goods, consumer groups including babies, children and young people, positioning is a one-stop shopping area.

When introducing the model, Walt Disney Executive Vice President and Chief Executive Officer of Greater China Zhang Zhizhong mentioned that sales of Disney consumer goods in China are under the authority of the licensee. “Each licensee puts out the Disney brand completely when setting up a single store. The limited capacity, including venue size, decoration style, business model, etc. will be limited. And to put them together and put in a big place, the atmosphere of the Disney brand will be brought up." It is understood that the first consumer goods area includes 15 licensees authorized business.

Han Gang, senior vice president and managing director of Disney Consumer Products and Home Entertainment, also pointed out that the Disney Consumer Goods Zone, which is designed for first- and second-tier cities, is a unique Chinese innovative retail concept and a multi-level one-stop shop. .

Industry discussion

The animation industry "one-stop" once encountered a dilemma

In fact, in the animation industry, Disney is not the first crab to be a one-stop consumer zone. Back in 2007, Hongmeng Group’s first concept store, "Macro Caterpillar", famous for the "Rainbow Blue Rabbit Seven Chivalrous Biography", entered a commercial center in Shanghai, including clothing, bedding, toiletries and toys. Stationery, books, and other types of goods, and there are a variety of children's games and interactive areas, and promote one-stop shopping.

One-stop shopping is not a climate in China

It is reasonable to say that one-stop shopping on the theme of animation can meet the multiple needs of consumers, especially children, and this model is also very mature in foreign countries. What is the situation in China? Wang Jing, the CEO of Hongmeng Cartoon (Shanghai) Industry Co., Ltd., was also confident and released a spokesperson saying that 52 stores were opened in 2007. The medium-term plan is to extend this retail model to 1,200 by 2010.

However, this plan did not go well. Industry insider Mr. Chen told reporters that the concept store of the macro dream childlike life has opened a lot in recent years, but also a lot of closed down, the industry's evaluation of it is "unsuccessful."

In recent years, Guangdong Aofei Animation Culture Co., Ltd. has gradually got a good start in the animation industry. It also has several mature cartoon series, but it has not gone beyond the one-stop shopping plan. Li Chuanfeng, senior manager of the company's image management division told this reporter. One-stop shopping is very mature in foreign countries, but it has not yet become a climate in China. “China's retail business has not yet formed a one-stop shopping atmosphere. The existing models of traditional baidu are still difficult to change in the short term,” he said. The one-stop shopping area is driven by the brand as a consumer, while the traditional department stores are driven by goods. At present, the Chinese people's consumer behavior is still mainly driven by the goods.

Domestic consumers are still accustomed to department stores

Ma Xin, an industry marketing expert, pointed out that going shopping at a department store is a habit for Chinese consumers. “Simply put, Chinese shopping is mainly based on purposeful buying. One-stop shopping area advocates casual consumption. In terms of consumption habits, department stores are more in line with demand, and in addition, current brand owners have not yet reached the level of building their own sales channels, and some foreign brands have also taken the department store as a precursor because they are not familiar with the domestic market. Sales channels."

In this regard, Disney Han Gang just politely stated that “because some major retailers in China are also making a series of adjustments based on changes in the market, we also need to fine-tune our own marketing strategies based on changes in retailers. He said that one of the tasks of the current Consumer Goods Zone is to ensure that 80% of consumers can learn about the area within 200 days of opening. Obviously, Disney's plan for the one-stop shopping area is still very cautious.

Digital Disney

500 homes

In 2010, Disney will launch a new retail model for China's third-tier cities - Toonsland. Since May, Disney Toonsland has opened stores in Liuyang, Nanning, Datong, Panzhihua, Zhangjiajie and other cities. It plans to open 40 stores by the end of the year and plans to open 500 stores in the next three years.

1000000000

Relevant data show that the Disney Consumer Goods Department has 17 years of history in China. At present, Disney authorized products have more than 5,000 retail outlets in China. The retail price in China exceeds 1 billion US dollars. 300 products are bought in China every minute. Consumer hands.

27.2 billion

In fiscal 2009, the Disney Consumer Goods Division generated retail sales of $27.2 billion, which is equivalent to about 3/4 of its total revenue.

4 large

The development of Disney retail industry in China is mainly through four major channels. One is a counter and a department store, accounting for 50%; the second is a hypermarket and a supermarket, accounting for 35%; the third is a wholesale market, accounting for 14%; and the fourth is e-commerce. 2% to 3%.