Pleasant Goat and Grey Wolf Why Authorized by Disney

As one of the most successful models in the domestic animation industry, the copyright of "Pleasant Goat and Big Big Wolf" has been licensed to Disney. In the face of this fact, there are two typical positive and negative voices in the country. One is optimistic. We think that we can also make Americans. It is actually a good thing for Disney to take a fancy; the other is pessimistic. Actually, the copyright of China’s most popular animation big brother was bought by the Americans. This is how it failed.

Brand licensing is a popular business method in the international animation industry. Its basic principle is that a powerful animation brand can evoke consumers' associations, and it can also create a huge demand for follow-up products. In order to take advantage of this market effect, the owner of the anime brand authorizes its name, logo, or other characteristics of the brand to the licensee to use on his product or service. In fact, the more rational reason behind the authorizing behavior is that the current environment for the development of the animation industry in China is not optimistic. Of course, there are reasons behind this authorization for brand communication. The specific reasons include the following three aspects:

First, the development of the Pleasant Series derivatives lacks a sound marketing system. The derivatives market of the animation industry refers specifically to the development and dissemination of books, magazines, electronic games, and educational software from the publishing of periodicals books, to the development, operation, and sales of toys, stationery, packaging, and clothing. Due to the special artistic charm and rich market potential of "animation" products, the success of a work will arouse the attention of relevant markets, and derivative products will pop out. In the modern economic system. The animation market itself is only a carrier and an operating platform. Its powerful ability to gather and expand lies in relying on the infinite charm of animation, radiating and infiltrating every link in life, presenting a ubiquitous situation. In terms of profits, the "animation" market itself accounts for about one-third, and derivative development may produce more than two-thirds of the benefits.

Although Pleasant's animation market is doing well, derivatives development is struggling. "Pleasant Goat and Big Big Wolf" series of anime works have cumulatively broadcasted more than 700 episodes since 2005. The two series of feature films each received 110 million and 130 million box-office revenues respectively, setting a record at the box office of animated films. Its original product, Guangzhou Yuandeng Power Co., Ltd. only earns 10 million yuan a year. For a long time, the company has been making slow progress in market development. Because of its lack of a complete and effective marketing system, it is impossible to obtain more commercial returns from the market.

Disney is the world's largest animation industry and has mature derivatives development and operation methods. In the animation industry since the 1930s, the Mickey Mouse business myth created by Walt Disney has developed into a golden light industry. In the mature operating mode of Disney Corporation in the United States, the extension of its animation work involves three aspects. First, the full range of program authorization, including movies, audio, video, and online games, etc.; second, the production of authorized products (and monopoly); The third is to establish theme parks around the world. The Disney entertainment empire not only possesses many well-known animated characters such as Mickey, Donner, Snow Princess, Lion King, but more importantly, it derives these images into movie box office, television copyright, various authorized products, theme parks, animation channels, etc. A series of related industries.

Second, the environment for intellectual property protection in the domestic animation industry is not optimistic. The more the animation industry is in a period of rapid development, the more important the copyright protection is. However, with the development and improvement of digital technology and the bombardment of online television, movies and music, the so-called copyright protection is somewhat useless. From the overall development of the country, in addition to the lack of local animation company's ability to develop derivative products, the piracy of derivative products also caused a fatal blow to animation companies. 80% of the “Pleasant Goat” peripheral derivative products on the market are pirated, and products such as Pleasant Goat and other cartoon characters occupy half of the market for similar anime products. However, the products sold are basically pirated. Many operators know nothing about whether animation toys need to be authorized. According to the 2009-2012 China Animation Industry Investment Analysis and Prospect Forecast Report released by China Investment Advisor, it is shown that in the derivatives market of the animation industry in China, the profits of pirated operators are usually several times that of legitimate operators. Among them, Guangzhou original power "Pleasant Goat", piracy operators profit is 4 times that of genuine operators.

Disney has always been known for its strong emphasis on intellectual property. Examples of influence include: the 1989 unauthorised litigation of Disney character murals for three Florida nurseries; the 1989 unlicensed use of the Snow White Image Decoration Academy award ceremony for the Animated Arts Sciences Academy, etc. In the Chinese market, Disney signed a contract for broadcasting "Mickey Mouse and Donald Duck" with CCTV as early as 1982. However, later because of the spread of pirated goods, Disney's negotiation with relevant departments failed to automatically exit the Chinese market. The control and operation of copyright has become an important part of Disney's brand management and has a direct impact on the company’s revenue and linkages between internal departments. Direct copyright revenue accounted for 38% of Disney's total revenue.

Third, after licensing to Disney, it can enhance the brand image of Pleasant Goat in order to better get integrated marketing communications. On the one hand, Disney's packaged cartoon image of Pleasant Goat is more internationalized. According to media reports, the new cartoon image of Pleasant Goat is more Q version than the cartoon characters of Pleasant Goat series familiar to the Chinese people. Compared with the traditional image of Pleasant Goat, the new figure is more colorful. Next to the sheep, the English name "Tibbie" is also indicated. On two other maps, the Chinese name of Pleasant Goat was replaced by the English names PleasantgoatBigbigwolf and PleasantgoatBigbigwolfbaby. Not only that, after the authorization, Pleasant Goat and Big Big Wolf, which are being hit so far, integrate more mature and modern elements in their communication concepts than the original ones.

On the other hand, Disney's existing distribution channels can be used after authorization. Disney operates 10 television stations and 225 affiliated stations. The broadcasting network covers all countries in Asia, the United States, and Europe. Disney also has 10 channels including the Walt Disney Television Channel, Australian Sports TV Channel, "A&E" and "Life Times." Disney owns these radio and television channels, providing a broad platform for propaganda from the playground to various films. Disney also established a number of children's channels, acquired and operated the Fox Children's Channel. In short, Disney's publicity channel is to integrate its global coverage of television broadcast channel resources and network resources, so that its animation industry has faster than other similar industries have a faster propagation speed and broader communication space. Using Disney's advantages in integrating TV and online media, Original Dynamics will use the latest 100 episodes of "Happy Year of the Goat and Grey Wolf's Goat" animation through Disney-owned play channels to include Australia, New Zealand, Singapore and South Korea. They are broadcast in 52 countries and regions in the Asia Pacific region.