Disney Brand: From underwear to T-shirts are contending for Mickey Mouse

Cao Chunxiang, deputy general manager of brand marketing at Three Guns Group, was a bit busy recently.

Hong Kong Disneyland has another week to open. Although it recently won the Disney product license, Mickey Mouse has not had time to jump in three shots of underwear products.

Cao Chunxiang told the “Daily Economic News” that the Three Gun Group signed an agreement with Disney Consumer Goods Headquarters one month ago to obtain the production and sales rights of Disney's 4-14 year old children's underwear in mainland China. He is currently serving as the first in Shanghai. The Disney Children's Underwear Store site is expected to make its debut in November. The three-gun underwear with the representative pattern of Disney will appear in this store and selected high-quality three-shot underwear stores.

In the field, three shots were selected to take the form of a regional agency. Cao Chunxiang optimistically estimates that the expected goal of the three shots in Disney underwear is sales of 50 million yuan a year.

In contrast, Giordano has taken the lead.

The reporter saw the Giordano store on the ground floor of the Hong Kong Plaza yesterday. The printed T-shirts with various designs such as Mickey Mouse have been put up on the shop, and the styles are as many as 10 types. The price is 80 yuan for short sleeves and 130 yuan for long sleeves. . The average price of T-shirts without Disney-related designs is between RMB 40 and RMB 70, which is roughly half that of Disney models.

According to the clerk, these patterns cover almost all of Disney's characters, such as the Mickey family, Pooh family, princess series, and this time Giordano Disney clothing, also launched adult models and men's models, designed to "all" .

Enlarging the enrollment of authorized dealers is an important support for Disney to seek profit sources. Prior to this, Disney’s Consumer Products Headquarters stated that in the future, Disney will step up efforts to open up the mainland’s commodity licensing market, not only to consolidate the primary markets such as Beijing and Shanghai. In the next 2-3 years, Disney will complete the expansion of the first 33 large and medium-sized cities. Penetration plans, especially in the second and third-tier cities.