Before the Chinese people know Disney, it might just be scattered to different time periods to appear on the shelves, on the movie screen, television program, may not exactly be the market value of 150 billion big companies, but now, this company than you I think much more substantial.
November 21, 2014, Walt Disney (Shanghai) Co., Ltd. and Shanghai Media Entertainment Group (SMG) reached a cooperation, which means that in the next few years, we'll see them in the movies and television Cooperation. By 2016, we can see a natural by the Walt Disney (Disney nature) produced the documentary film "was born in China," it tells of life in some of China's wildlife and natural landscapes. But before this, Disney World Pictures with SMG yet also announced the signing of a cooperation agreement, anyway, we can see them with the development of many of the Disney brand.
Disney and SMG layout, plus in 2016 to the opening of the Shanghai Disneyland theme park in the Chinese people see the most complete Disney - in the past, it is only sporadically appeared in different time periods on the shelf, on movie screens television show, with the house in the United States has a huge media network, with 180,000 employees worldwide and 2013 annual income has $ 45 billion, market capitalization of $ 150 billion company contrast, Chinese people have realized that the Walt Disney company has just tip of the iceberg. This is why we want to write this reason, this company than you want to be more massive.
In fact, since 1930, Disney has never stopped entered China. People born after the 1970s will probably remember some time node clearer some, such as Mickey Mouse and Donald Duck Central Television broadcast, such as "The Lion King" was released, such as the street began to see someone carrying a Mickey Mouse backpack Disney's business in China is like an unfinished puzzle, let them at different times there will be new pieces posted up, and now we want to see it almost the whole picture.
1930s, Mickey Mouse and Snow White come to China
"Disney is coming." While Waiting for the opening of Shanghai Disneyland theme park people inadvertently issue such a sigh, but this just like the 1930 Chinese audience greeted the company, that argument seems less reasonable. February 8, 1938, Disney's first animated feature film, is the first color animated feature film in the history of American film "Snow White and the Seven Dwarfs" premiere in Shanghai, which is Asia's first release of Disney Animation The place. Shanghai premiere global than just a few months later, in the 1930s, 1940s, wartime China can see a lot of Hollywood movies, they accounted for more than 75% of the Chinese film market. During the Sino-Japanese War, the cinema release of Charlie Chaplin, Shirley Temple child, as well as Snow White movie. Disney's Snow White and the 1930s is part of Mickey Mouse, but the performance was more prominent. Mickey Mouse is the first Disney cartoon, November 18, 1928 by Walt Disney produced the first sound movie, "Willie air ship" appears on the big screen, after popular. Disney has already begun in the early 1930s through authorized Mickey merchandise to make money, to the 1940s, Disney produced a three-dimensional sound his first film "Fantasia" is Mickey as the protagonist. Over the next 86 years, Mickey starred in more than 130 animated shorts.
Disney made a lot of movies but we do not see
From 1949-1986, the other words from the founding of the reform and opening up to ten years, Disney also launched in the US since then become a classic image of the "Winnie the Pooh", "Cinderella", and the first live-action and animation combined the movie "Mary Poppins," but in China, as foreign companies, can not have any as. However, in 1978, and now Disney CEO, was still in the United States Radio (ABC) serving Robert Ignatius visited China, his Chinese ideas from that time also began to grow.
Disney also from that period of time starting from a manufacturer into a major content production, distribution function, and can operate independently of the company's theme parks, Disney founded the company in 1952 alone WED preparations for the Disney theme park, has set up a second year specialized distribution company Buena Vista (Buena Vista) do Disney release, California and Tokyo Disney theme parks have been established, Disney channel has officially launched the famous ice tour has started. But this has nothing to do with China temporarily. This time to re-enter the Chinese company, which has gone from "Walt Disney Productions" was renamed to become "The Walt Disney Company," the company's revenue for the first time exceeded $ 200 million.
Disney Media Networks began to layout
Things "Mickey Mouse and Donald Duck" is now the Chinese people talk about Disney's first time to think of it, in 1986, the company re-entering China, signed a license agreement with CCTV to make the "Mickey Mouse and Don duck, "the cartoon was able to play on Sunday, but the company can display their fists still very limited. Hong Kong Disneyland is a breakthrough two years later set up headquarters in Hong Kong Disney consumer products area, animation also able to play in Hong Kong TVB.
The early 1990s, those who can only see in Hong Kong finally entered the Chinese merchandise store. When the understanding of the Chinese people the impression that only stay in Disney's "Mickey Mouse and Donald Duck" or "Disney is doing animation," and the like, Disney already has started a live-action film, the first in 1949 years of "Treasure Island." Disney's business in China is still progress slowly until 1994, a file called "Dragon Club" TV show start in more than 40 cities in broadcast television - but this is actually ABC program, just launched not long, this the company was acquired by Disney, like carrying that generation of parents at home watching TV only to see a lot of students Disney produced programs. "Dragon Club" up to now still in China's education one day, 4:30 pm broadcast, but starting in 2006, prime time (five pm to eight) is prohibited foreign cartoons play after Dragon Club also It has become a special player domestic cartoon TV show.
Disney those years is focused on the layout of their own media network. In addition to ABC, it also has the most profitable sports channel ESPN, which is America's largest sports cable networks, to now has more than 32% of the total US population (97 million) of households paying customers, Conquest special Group had wanted to use $ 66 billion to buy the Walt Disney company, which is the most important sports channel this money. ESPN with Asia since 1992 there have been sporadic cooperation, but did not enter the mainland China.
"The Lion King" tip of the iceberg
"The Fugitive" after the founding of the first large imports released in China, it was 1994, a year later, Disney's "The Lion King" was released. Disney produced nine films in 1994, the introduction of China's only this one. In 2003, China relaxed the large number of foreign, but every year the split control in less than 20 pieces, two years ago, the figure referred to the 34, but this one not only for the Disney company, more movies are It is blocked at the door. But Disney is also quietly layout of the business in China, not only through the film. In 1996 in Beijing, Shanghai and Guangzhou have set up branch offices, even though at that time, people only occasionally their presence felt from the screen and pencil box. Disney will also be their "Ice" tour to these three cities, their video content mostly through CD-ROM into the consumer's home.
At the same time, Disney has been also improve their content, the 2006 acquisition of Pixar, Marvel and Lucasfilm for the company to create a high box office and profits, Entertainment is the company's most competitive a part of.
Ten years ago Disney started "utterance"
Probably from the beginning of the opening of Hong Kong Disneyland theme park at that time, Chinese people began to notice the Disney company as a large media group exists. Disney Consumer Products Asia Pacific headquarters from Hong Kong and moved to Disneyland in the hope that after the main battlefield of Shanghai as China, and the appointment of the original Zhang Zhizhong, general manager of Johnson Johnson (China) Co., Ltd. as a director of Disney's first director in Greater China general manager, then we can see in the last decade of booming consumer goods business, it's way over the brand licensing all categories of consumers of life may be required. Stationery and apparel with Mickey pattern filled with Chinese authorization store, from an authorized developer Mickey Lianzhong stationery and school supplies Princess to Disney founded Disney Pictures Ltd. in Shenzhen, from Disneyland and Po Nature launched in China children candy to Shanghai theme park started, and most recently a partnership with SMG's, Disney is still a step by step into China.
But in terms of consumer goods, Disney has long been in the United States in 1986 to start, Disney Consumer Products division was established at that time, the next few years, while Disney outlets began to try - opened 50 Disney Store, and starts at Sears, the big sales channel partners such as McDonald's own merchandise, the Disney Winnie Sweeney developed a new product line, and these products into these channels. In 1998, only in the month of November, sales of toys Pooh reached $ 316 million, compared Mickey Mouse product sales is only $ 114 million.
Subsequently, Disney Consumer Products began to increase Disney Princess series, associated with the Pixar movie series ( "Toy Story," "Cars") and several other product lines, in 2012, Disney has become the world's largest licensor, at the completion of the after the acquisition of Lucasfilm, the Star Wars series was added to the consumer goods sector, Disney occupies the top 10 worldwide licensed merchandise in the series 6, respectively, Disney Princess (NO.1), Star Wars (NO.2) Winnie the Pooh (NO.3), Cars (NO.4), Mickey and his friends (NO.6) and toy Story (NO.8), 2013 annual Disney brings $ 3.56 billion revenue and net profit of $ 1.11 billion.
The introduction of Chinese theme park
These do not make rapid progress in business Disney and the Hong Kong SAR government to build a Disney theme park this thing becomes significant, theme parks means that hotels, shopping areas, means that DVD, games, and more derivatives. This opens Disney deeper into China a larger window, or even a "shortcut", but that is Hong Kong. Disney's thoughts on the Chinese mainland have been in, four years after the opening of Hong Kong Disneyland, Disney confirmed the establishment of a theme park in Shanghai.
According to the original plan, a total investment of 24.5 billion yuan, covers an area of 39,000 square meters of a Shanghai Disneyland will open in 2015, which is the world's sixth seat, third seat Disneyland in Asia, the first year the number of visitors is expected to reach 2500 million. But even the most experienced Disney theme park business also think there is a big uncertainty. Hong Kong Disneyland opened in seven years after a profit, but also in Europe in October this year, Disney accepted a $ 1 billion financing plan, trying to get rid of the deficit dilemma. But in any case, this is the furthest step towards Disney to China.
In recent years, China has become a Hollywood film market opened up a second front, Universal Pictures officially set up an office in Beijing last month, copyright cooperation and co-production of the TV series has been going on. The Hollywood has become the most important players unprecedented power. It holds two trump cards in the hands of Disney animation industry: Disney and Pixar, and may be obtained through the acquisition of Hollywood film supplier's most valuable brand development - Marvel and Lucasfilm, to help it with several other big issue competing firms gradually to occupy a favorable position.
(Author: Deng Ruoxu)
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