Learning Fashion Marketing From Disney

Walt Disney Company Greater China

Red feathers, inverted eyebrow eyebrows, exploded eyeballs...

As the best selling game in the history of apple App Store, the download of angry birds has broken through 200 million times.

However, Rovio, a mobile game developer in Finland, is not satisfied with this achievement. It is trying to make this game into a global fashion brand within 3 years. It not only focuses on making a movie of angry birds with birds and green pigs as its leading role, but also has a great plan to build a theme park. At the same time, it also looks to China, and authorizes the online footwear city of China to win the world's first footwear image.

At present, the new "angry birds" series of canvas shoes have been sold on Le Tao.

It is obvious that the popularity of a game is very short, and only if it is molded into a cultural classic can it have a long life. It needs to create more consumers willing to pay the goods to support its cultural connotation.

In fact, it is more than Rovio to combine virtual reality with reality to create more commercial value.

In June 20th, the classic game Super Marie was unveiled in collaboration with CONVERSE's new canvas shoes. In June 27th, the grand online game "bubble fighters" co operated with Mai Bao to sell bags.

These unwilling game players are learning from Disney.

Huang Jingzhi, vice president of management and marketing at greater China brand, Walt Disney, once said, "the real success of Disney is not just to sell movies, or to receive the copyright fees of TV stations, but to turn content into consumer goods."

This is indeed the case.

Disney has been constantly strengthening his brand in people's hearts through animation, film and television, derivative products, playing channels and sales channels, and Disney paradise.

Every time it launches an animated movie, each selling a derivative product, adding an entertainment channel and a product sales channel, every person enters Disney park is a brand promotion.

What's more, through these brand promotion, Disney not only increased the brand degree but also increased the profit income not only without spending money.

Disney's successful way of promotion is being used by many game developers.

At present, online games have replaced TV works as the most popular entertainment mode for young people nowadays, and it is possible to achieve more value. The game entertainment is the core value part of the industrial chain, and the business is extended to more fields.

Not only Rovio, Shanda is also trying to do more cross industry cooperation after splitting up the game business.

Of course, for traditional industries, they choose to create new trends together with game developers. They also have their own plans.

Just as Vic has invited Wang Luodan, Han Han and Huang Xiaoming to talk about objects and bodies, and solidify their fast fashion concept in the minds of consumers, Le Tao hopes to bring a cool brand feeling to consumers through fashion products. From the first single sale of Edison Chan shoes, former NBA star Marbury shoes to the current little bird shoes, Le Tao is making efforts.

"Instead of falling into a vicious circle of homogenization competition, it is better to start with the brand and enhance the premium capability.

Only by building platform sales into a brand can we successfully solidify our logo in the minds of consumers.

Cooperation with angry birds is a new opportunity for Le Tao, and we will cooperate with more tide products in the future.

Yue Tao CEO Bi Sheng said.

However, traditional industries and game dealers should also be cautious in their cooperation.

As He Jianmin, director of the Tourism Management Department of Shanghai University of Finance and Economics, said, "behind the success of Disney is that it has built up a comprehensive brand support system, including brand design, construction, maintenance, promotion and innovation. Therefore, if the game developers provide only a brand without forming a brand system, there will be great cooperation risk."