国际IP深耕中国市场有“奇”招

Core Insights - The article highlights the significant market presence of The Walt Disney Company in the global licensing industry, emphasizing its continued leadership and success in the Asia-Pacific region, particularly in Greater China [1][5][6] Group 1: Licensing and Market Performance - The Walt Disney Company has maintained its position as the top global licensor for over a decade, with multiple IPs achieving notable success in the Chinese market [1] - In the Asia-Pacific region, over 7,000 new licensed products themed around "Stitch" will be launched in 2024, making it the second-largest licensed character series after Mickey Mouse [5] - The licensing business related to "Zootopia" has seen a threefold increase in Greater China since December 2023, with expectations to release over 2,000 related licensed products by the end of 2025 [5] Group 2: Consumer Engagement and Trends - The company focuses on emotional resonance, creating memorable experiences, and storytelling to connect with contemporary audiences [6] - Disney aims to cater to the evolving preferences of different generations, particularly Generation Z and Generation Alpha, by offering products that emphasize emotional companionship, smart technology, social interaction, and personal expression [6] - The product development team shared insights on new generation consumption habits, identifying categories like emotional support and trending products as potential growth areas [6] Group 3: Retail Strategy and Expansion - Disney plans to strengthen its retail operations by expanding teams and enhancing creative product development to drive growth [8] - The company has over 70 partners engaged in cross-border business, with growth in related operations exceeding expectations, indicating strong future potential [8] - Disney's initiatives, such as the "Disney Gathering Party" and themed events in major Chinese cities, aim to create fresh entertainment retail experiences and attract millions of fans and consumers [8]