【雙語財訊】迪士尼中國擬發展消費品跨境策略

A visitor checks out Disney consumer products during a show in Shanghai on Tuesday. CHINA DAILY

The Walt Disney Co, the world's largest licensor by retail sales, is rolling out a new crossborder strategy to facilitate brands in China to better land their Disney licensed products abroad, amid its continuous efforts to boost its franchised products to attract more young and family consumers.

全球零售額最大的授權商華特迪士尼公司正在推出一項新的跨境戰略，以幫助中國品牌的迪士尼授權產品登陸海外，同時不斷努力提升其特許產品以吸引更多年輕消費者和家庭消費者。

According to License Global's Top Global Licensors Report 2023, the value of Disney's licensing business reached $61.7 billion last year, ranking No 1 globally.

License Global公司發布的《2023年全球頂級授權商報告》顯示，去年迪士尼授權業務額達到617億美元，位居全球第一。

Kermid Rahman, general manager and senior vicepresident of consumer products for the Walt Disney Co China and South Korea, said at the annual consumer products showcase convention on Tuesday that the company has initiated a crossboard strategy in China, to help Chinese companies get more distribution and retail access overseas. At the same time, they are eyeing more international brands to expand their footprint in China.

迪士尼公司大中華區及韓國消費品部高級副總裁及總經理林家文（Kermid Rahman）在周二的年度消費品大會上表示，該公司已在中國啟動跨境戰略，以幫助中國企業獲得更多海外分銷和零售渠道。與此同時，迪士尼也關注到更多國際品牌尋求擴大在中國市場的存在。

The new strategy is being launched as more Chinese firms are gaining experience in product development, quality control and digitalization in recent years, and are becoming increasingly competitive in international markets, said Rahman.

林家文表示，隨著近年來越來越多的中國企業在產品開發、質量控制和數字化方面積累了經驗，并且在國際市場上的競爭力日益增強，迪士尼公司的新戰略應運而生。

Disney will assess the possibility of crossborder collaboration with its partners in terms of product development, distribution channels, integrated marketing capabilities, brand management, financial capacities and corporate values, said the general manager.

林家文表示，迪士尼將在產品開發、分銷渠道、整合營銷、品牌管理、財務和企業價值等方面評估與合作伙伴跨境合作的可能性。

The consumer product unit's revenue in China has seen doubledigit growth this fiscal year. Disney's ecommerce marketplace in China, shopDisney, is on the same pace, according to the company.

本財年，迪士尼消費品部門在中國的收入實現了兩位數增長。該公司稱，迪士尼在中國的電商部門shopDisney也在同步高速發展。

Some 800 million Frozen licensed products have been sold in China in the past decade. The World of Frozen, inspired by the animated film of the same title, will open to the public in Hong Kong Disneyland in November.

過去十年間，《冰雪奇緣》授權產品在中國的銷量約為8億件。根據同名動畫電影建設的冰雪奇緣主題園區將于11月在香港迪士尼樂園向公眾開放。

In addition to its crossborder strategy, Disney continues to innovate its products and strengthen connections with Chinese consumers via integrated marketing, to maintain growth momentum.

除了跨境戰略外，迪士尼不斷創新產品，通過整合營銷加強與中國消費者的聯系，保持增長動力。

Disney China's creative teams develop more than 200 new product designs daily on average. Of them, around 80 percent will be realized into products, with idea materialization taking 12 to 18 months, said the company.

迪士尼中國授權消費品的產品研發團隊，平均每天要創造出200多個新的產品設計。該公司表示，其中約 80% 能夠量產，生產周期平均在1218個月。

Apparel, toys, cosmetics and foods are the categories that have enjoyed the most rapid development in the past decade. Disney's licensed plush toys have grown 50 percent on average annually in the past three years.

服裝、玩具、化妝品和食品是近十年來發展最快的品類。過去三年，迪士尼授權的毛絨玩具平均每年增長50%。

Disney shares with its partners the market insights the company has observed about Generation Z — those born between the mid1990s and early 2010s — and Gen Alpha — born after the 2010s. For instance, following the petloving trend among the Gen Z, Lucifer, the cat of Cinderella's stepmother, has been developed into a popular toy with a cool personality that young people adore.

迪士尼與合作伙伴分享了該公司對Z世代（出生于 1990 年代中期至 2010 年代初）和α世代（出生于 2010 年代后）的市場觀察。例如，伴隨Z世代喜愛寵物的潮流，灰姑娘繼母的貓“路西法”成為年輕人最喜愛的個性酷炫的流行玩具。

"We will continue to grow our core brand and franchises through our combined efforts, and deepen our emotional connection with Chinese consumers by keeping ahead of new trends, tracking changing consumer performances and behaviors, and staying closer to what consumers need," said John Hsu, managing director of the Walt Disney Co China.

華特迪士尼公司中國區董事總經理徐隆立表示：“我們將共同努力，繼續發展我們的核心品牌和特許經營權，并通過引領新趨勢、跟蹤不斷變化的消費者表現和行為、更加貼近消費者的需求，加深我們與中國消費者的情感聯系。”

來源：中國日報網