For decades, from the first Mickey Mouse, Minnie and Donald Duck, to Nemo, the clown fish in Finding Nemo, Shi Diqi, the dog in Baby Star, Mount Tai in Tarzan, and Pinocchio, the puppet in Pinocchio, brand-new Disney cartoon images have appeared in front of the world with their own theme stories, and they have also set off a wave of chasing Disney cartoon stars again and again. Behind Disney's happy culture is a commercial operation system with continuous development, expansion and upgrading of the industry.
Disney's huge group structure is very complicated, but it is roughly composed of the following specific departments: entertainment production department (film distribution, home entertainment, performances and music), Disney theme parks and resorts, Disney consumer goods department (Disney licensing, publishing, games, retail and direct sales), media network (wireless network, wired media and Internet) and international business division.
From making movies and cartoons, Disney's industry has gradually expanded to selling cartoons and TV programs, developing and selling products with patented cartoon images, operating Disney theme parks, buying TV channels, intervening in game development, and even operating related industries. Therefore, it has a huge wealth production chain, including film and television entertainment, media networks, theme parks and consumer goods.
According to expert analysis, Disney's overall business model is called "round income" (profit multiplier) model: the source is Disney's animation production. In addition to the box office, Disney made its first round of revenue by distributing and selling copies and videos. In this round, Disney recovered hundreds of millions of dollars through American and overseas markets, which solved the problem of cost recovery.
Then the theme park generates income, which constitutes its second round of income. Disneyland around the world attracts a large number of tourists to play and spend. Finally, brand products and chain operation. Disney authorized the establishment of a large number of Disney stores in the United States and around the world, and earned the third round by selling toys, food, gifts and other brand products.
At present, its related consumer goods mainly include the use and transfer of exclusive rights of Disney cartoon images, the production and sales of brand products, and the publication and distribution of related books, periodicals, music and even game products. This round of income accounts for about 40% of Disney's profits. It is reported that more than two-thirds of Disney's global revenue is created by its film and media network business, which is Disney's pillar business.
The expansion of the mainland consumer goods market has accelerated.
In June, Walter Disney Asia-Pacific Consumer Goods Headquarters was moved from Hongkong to Shanghai ahead of schedule, and Walter Disney (Shanghai) Co., Ltd. was formally established.
"The potential of the consumer goods market in China is obvious. The relocation of the consumer goods sector is of course to strengthen ties with the mainland market. From the perspective of development, Shanghai's radiation effect on northern and central China is obviously superior to that of Hong Kong. " Xu Qiling, a professor at Sun Yat-sen University School of Management, analyzed this.
Expanding the retail market has undoubtedly become an important strategy for Disney in China. As early as the 2004 Disney Retail Conference, Disney put forward the sales target of quadrupling the total revenue of consumer goods business in China within five years.
According to statistics, Disney products currently have more than 80 authorized operators and 1200 sales counters in Chinese mainland. Authorized products include soft products (such as clothing, shoes, baby clothes, bedding, etc. ), toys (such as figures, board games, building blocks, puzzles, dolls, strollers, etc. ), household items, stationery, food and personal items (such as drinks, health products, beauty products, etc. ), as well as consumer electronic products (such as household appliances, small household appliances, cameras, telephones, etc.
The list obtained by the reporter shows that baby clothes, cute stationery, Mickey Meow World Children's Wear, Yongjun leather goods, Giordano T-shirts, and three-gun underwear are all among them.
Among them, Guangdong Yongjun Economic Development Co., Ltd. is quite representative. Yongjun began to cooperate with Disney four years ago, and is the licensor with the most cartoon images of Disney. It has more than 65,438+00 brand authorization projects, covering leather goods, accessories, cosmetics, fine products and other fields. In July, we also obtained the right to operate Princess Underwear in China. At present, its total retail sales have exceeded 1 100 million yuan.
In fact, large and small enterprises authorized by Disney will benefit from it, but it is believed that Disney itself will benefit more. According to relevant sources, generally speaking, Disney will draw 10%~ 15% as the licensing fee.
Disney recently announced that it will authorize more manufacturers and retailers to expand the channels of specialty stores in the future. We should not only consolidate the primary markets such as Beijing and Shanghai, but also complete the expansion and penetration plans of the first batch of 33 large and medium-sized cities in the next 2-3 years, especially the second and third tier cities. At the same time, Disney is actively expanding new sales methods, such as specialty stores and mail order.
Covet China entertainment market: three in and two out.
Disney has always been interested in the entertainment market in China. According to experts' prediction, the potential consumption capacity of China's cultural and entertainment industry will reach 550 billion yuan in 2005, which is a great temptation for everyone.
However, due to various reasons, such as the media field is still the most strictly controlled field in China, Disney has a situation of "three in and two out".
In 1980s, Mickey Mouse and Donald Duck appeared on CCTV, and the name of Disney was deeply rooted in people's hearts. Later, due to intellectual property rights and other issues, Disney automatically withdrew from the China market.
1994, Disney returned to China. First, the children's TV program "Little Dragon Club" featuring the latest Disney cartoons is provided to mainland TV stations. Now, the program has covered 49 cable TV stations in 365,438+0 provinces and cities nationwide, with an audience of 65.438+0.6 billion, making it one of the most influential youth TV programs in China.
ESPN controlled by Disney also flew into many TV stations in China at low prices. ESPN management learned through investigation that radio and television authorities have no control over local cable TV stations, and China Football Association has no actual control over the transfer of broadcasting rights of football clubs. Therefore, with the exclusive sports broadcast resources and low prices of world-famous sports events such as Premier League, La Liga, Serie A and NBA, it has opened the door of sports broadcast channels of local TV stations. ESPN began to cooperate with Shanghai Cable on 1994, and Shanghai Cable became the first local media in the mainland to cooperate with ESPN at that time.
Later, due to the difference of broadcast cost and business operation mode, since 1998, Chengdu Cable TV terminated its cooperation with ESPN, and many TV stations terminated their cooperation with ESPN, but ESPN has established a good foundation in China's largest consumer market-Shangguang. So far, more than 30 TV stations, including CCTV, have broadcast their programs.
In 200 1 year, Disney's business in China was mainly providing programs, but several of its competitors were already ahead: Viacom's MTV Tianlai Village, News Corp's Chanel [V], Discovery and so on. All the TV stations in Chinese mainland have obtained stable broadcast time. AOL time warner Inc. Company is cooperating with Lenovo Group to build a cross-media platform, and even some heavyweight entertainment and cultural communication companies are far from being comparable to Disney.
In March, 20001,Disney Internet Group and Haihong Holdings announced a strategic cooperation, and on August 26th, they launched the "Disney China" website. Disney tried to use the internet to cut in, but this cooperation ended in failure. At the end of 2003 10, Sohu took over the construction of websites from Haihong Holdings and Disney Internet Group, and cooperated with them in wireless value-added services such as network, wireless content, SMS, MMS, animation download and game download.
In terms of television, Disney still lags behind News Corp. and time warner Inc. Company, whose Star TV and cetv have obtained limited landing rights in Guangdong and other places. Disney also actively operated TV broadcasting in 2003~2004, but there is no breakthrough so far. Luo, manager of the promotion and publicity department of Hong Kong Disneyland, said in reply to this reporter that Disney is currently launching a series of cooperation possibilities with the China Municipal Government, including television, movies and consumer goods.