Disney Opened A New Retail Channel In The Second Tier Market.

　　精通授权生意的迪士尼，最近在渠道上也动作频频。继几周前在多个三线城市推出“Toonsland”新模式后，5月28日，另一新零售模式“迪士尼消费品专区”在广州中华广场开业，这个标榜“全球首家”的主题购物区也自此拉开了其在一二线市场的新零售模式。

The industry has said that the theme shopping that has been mature abroad is not necessarily in the current retail format of China, which is most affected by the traditional department store mode.

And Disney seems to expect the future to be rugged. When asked by reporters and their specific expansion plans, senior executives said it needed 3 months of consumer feedback.

This means that the model will continue to expand or stagnate, and it will be known in 3 months.

Reporters in the "Disney consumer goods area" to see, here is a small department store with Disney as its theme. The products include clothing, accessories, leather goods bags, home products, children's toys and many other large categories. In addition, there are special entertainment zones based on Disney cartoon characters.

According to the introduction, the area covers more than 5000 kinds of commodities, including infants, children and teenagers, and the location is a one-stop shopping area.

Zhang Zhizhong, executive vice president of greater Walt Disney Company and chief executive officer of Greater China, introduced this model. He mentioned that the sale of Disney's consumer goods in China is responsible for the authorized business. "Each authorized company has limited ability to bring the Disney brand out completely when setting up a single store, including the size of the field, the style of decoration, the mode of operation and so on.

And to concentrate them on a large scale, the atmosphere of Disney's brand has been brought up.

It is understood that the first consumer product area includes 15 authorized business authorized businesses.

Disney, senior vice president and managing director of the consumer goods department and family entertainment department, Han Gang also pointed out that as a Disney consumer goods area designed for a second tier city, it is a unique concept of innovative retailing in China, and also a multi-level one-stop shop.

Industry discussion

Animation industry "one stop" encountered difficulties

In fact, in the animation industry, Disney was not the first to eat crab in the one-stop consumption area.

As early as 2007, the concept store of the first dream of "macro dream and child interest life" was set up in a commercial center in Shanghai, which is famous for the legend of "rainbow cat and blue rabbit".

One-stop shopping in China

As a matter of fact, the one-stop shopping of anime theme can satisfy the various needs of consumers, especially children, and this mode is also very mature abroad. So what is the situation in China? Wang Jing, CEO of Hong Meng cartoon (Shanghai) Industry Co., Ltd. was also confident at that time. He issued a bold saying that 52 stores were opened in 2007, and the medium-term plan was to replicate the retail mode to 1200 by 2010.

However, the plan did not go well.

Insiders told Mr. Chen that the store of "dream dream" has opened a lot in recent years, but there are many close doors. The industry's evaluation is "unsuccessful".

Guangdong aFei animation culture Limited by Share Ltd in recent years in the animation industry is getting better and better, there are also many mature cartoon series, but has never been out of the one-stop shopping plan, the company's image management division senior manager Li told reporters, one-stop shopping abroad is very mature, but in China has not yet become a climate, "China's retail format has not yet formed a one-stop consumption atmosphere, traditional department store's existing mode is still very difficult to change in the short term."

He said that the one-stop shopping area is driven by brand consumption, while traditional department stores are driven by commodities, and the Chinese consumer behavior is mainly driven by commodities.

Domestic consumers are still used to department stores.

Industry marketing expert Ma Xin pointed out that shopping in department stores is a habit of Chinese consumers. "To put it simply, Chinese people go shopping mainly for purpose purchase, while the one stop consumption area advocates leisure consumption.

From consumption habits, or department stores are more in line with demand.

In addition, the current brand has not yet reached the strength of its own sales channels, and some foreign brands because of the unfamiliarity with the domestic market and other reasons, will also take department stores as the first sales channel.

In response, Disney Han Gang said euphemistically, "because some major retailers in China are making a series of adjustments according to the market changes, we also need to fine tune our market strategy according to the retailers' changes."

He said that at present, one of the tasks of the consumer product area is to ensure that within 200 days of opening, 80% of consumers can understand the area.

Obviously, Disney is still cautious about the one-stop shopping area plan.

Digital Disney

500 families

In 2010, Disney will launch a new retail mode for China's three tier cities, Toonsland.

Since May, Disney Toonsland has opened stores in Liuyang, Nanning, Datong, Panzhihua, Zhangjiajie and other cities. It plans to open to 40 stores at the end of the year, and plans to open 500 stores in the next 3 years.

1 billion

According to the relevant data, Disney's consumer goods department has entered China for 17 years. At present, Disney has authorized more than 5000 retail outlets in China, and its retail price in China is more than 1 billion dollars. Every minute, 300 pieces of merchandise are sold to Chinese consumers.

27 billion 200 million

In the 2009 fiscal year, Disney's consumer goods department created a retail sales of US $27 billion 200 million, about 3/4 of its total revenue.

4 big

　　迪士尼零售业在中国的发展主要是通过4大途径，一个是专柜、百货商场，占50%;二是大卖场和超市，占35%;三是批发市场，占14%;四是电子商务，占2%～3%。