Chapter 716： chain store

Starting in 1987, Disney opened its first Disney store in Glendale, California, and more and more stores have been opened since then.

There are more than 500 all over the world.

However, in 2000, Disney realized the management burden of overexpansion and closed 100 Disney stores in one go.

Last year, in 2003, all 16 Disney stores in Australia were shut down because they could not make ends meet.

Operating costs, personnel issues, and prices that aren't in line with market rules have weighed heavily on Disney's consumer goods business. Disney had to change its strategy and convert Disney Stores to licensed operations.

Michael Eisner intends to revitalize Disney Stores in North America by reducing the initial price of goods through this change.

It can be said that after nearly 20 years of development, the Disney Store has encountered various difficulties.

Andrew Mooney, who jumped from Disney to New Universal, knew all too well the downsides of the Disney Store.

High investment, high cost, high operating cost, and complicated personnel regulation.

Such an asset-heavy business is really unnecessary.

At New Universal, Andrew Mooney is chief executive of the vacation and consumer products division, and he also oversees the vacation business.

If you have the money to invest in chain stores, you might as well invest in theme parks!

As the influence of the "911 Incident" fades, the global tourism business is on the rise again, and the market is optimistic.

Dunn was foresight. He put forward different opinions and said with a smile: "Even if there are various problems in the Disney store, they are facing forced reforms. However, even so, it is better than us handing over all derivatives to us. Third-party operations, higher revenue and higher profits, no?”

"But the return on investment is..."

Before Andrew Mooney finished speaking, Dunn waved his hand and interrupted directly, "Okay, if I have a chance, I will make an appointment with Jobs and talk to him in detail."

"Jobs?"

Andrew Mooney was stunned for a moment, confused.

What to talk about with Jobs?

Indeed, Jobs is also a shareholder of New Universal, and the second largest shareholder.

However, when it comes to business in the media field, what does Jobs know?

Doesn't he make computers?

Tang En twitched the corner of his mouth, shook his head, and said with a smile, "Have you forgotten the Apple retail store?"

Andrew Mooney blinked, still confused.

Apple retail store... so what?

Dunn was a little helpless.

No way, in the world of genius, how can ordinary people understand?

In the previous life, the Disney Store changed its operating strategy and authorized the operation rights to The_Children’s_ Company.

As a result, the reform failed!

The_Children's_ decided to quit operating Disney stores because of Disney's strict licensing contracts, which stipulated that operators must invest a lot of money to remodel and update stores.

so what should I do now?

Disney Store, where to go?

At this time, it is already 2008.

Disney just bought Pixar Animation Studios for $7.4 billion.

Jobs became Disney's largest individual shareholder.

Then, the genius Steve Jobs came up with a strategy for improving Disney Stores.

Yes, it is to imitate the operating model of Apple's retail stores.

The concept of Apple's retail store was proposed by Steve Jobs.

In the final analysis, it is to upgrade the retail model of the store to an experience model.

More importantly, in terms of brand promotion, it is necessary to strike hard!

What's the meaning?

When Disney stores launch new products, they are often tepid.

For example, when the movie "Finding Nemo" is about to be released, the Disney store may launch related derivative products three months in advance, and then sell them for a long time.

Looking forward to the big sales of the movie, and then drive the sales of peripheral products.

The method of operation is monotonous and simple and lacks novelty.

But how do Apple retail stores work?

Take a look at the listings of Apple products.

Hold a press conference, grand launch!

Then, countless fruit fans have to queue up all night, waiting hard outside the Apple retail store!

Waiting for the new arrivals!

This is the Apple retail store, and the biggest difference from the Disney store in the past.

It has a bit of "explosive effect" meaning.

It is necessary to create a heavy brand effect and let new products have social influence!

Jobs' suggestion to Disney was immediately approved by then Disney CEO Robert Iger, and in 2008, he gradually recovered the operation rights of Disney Stores, and reopened Disney Stores in some countries and regions. In 2009, it announced a "restart", "rebranding" of all Disney stores.

Reform, success in one fell swoop!

Later, when blockbuster movies such as "Alice in Wonderland", "Star Wars 7" and "The Avengers" were released, there would often be scenes of overnight queues outside the Disney store.

It's almost exactly the same as the operation model of Apple's retail stores.

data proof-

In 2004, the revenue of the consumer goods business was 2.51 billion US dollars, the net profit was 530 million US dollars, and the net profit ratio was 20.3%;

In 2008, the revenue of consumer goods business was 2.41 billion US dollars, and the net profit was 780 million US dollars, and the net profit ratio was 32.4%; (economic crisis, revenue decreased)

In 2014, the revenue of the consumer goods business was 3.98 billion US dollars, the net profit was 1.36 billion US dollars, and the net profit ratio was 34.1%;

In 2015, the revenue of consumer goods business was 4.49 billion US dollars, the net profit was 1.75 billion US dollars, and the net profit ratio was 38.9%;

...

It can be seen that the Disney Store after the reform has a strong ability to generate profits.

This can not only create great profits, but also promote the growth of Disney's brand value.

The advanced concept of Apple's retail store has not been reflected in the past few years, and it is difficult for the niche Apple computer to trigger the market frenzy.

It was not until the first iPhone appeared in 2007 that the power of Apple's retail store was finally reflected in the world.

It is precisely because of this that Disney has firmly established the idea of ​​​​remodeling the Disney Store in the model of Apple's retail store.

Dunn certainly doesn't need to wait.

He can act now!

Talk to Steve Jobs about the model of Apple's retail store in depth, and it will be fully developed!

Even Internet companies have proposed the concept of new retail, which requires the combination of online and offline, which shows the importance of chain stores.

Even heavy assets are necessary!

"Don!"

Ella Fisher rushed in slightly in a hurry, interrupting Dunn's thoughts.

"What's wrong?"

Dunn frowned.

"Ted Turner said some unpleasant things." Ella Fisher's face was stinky and not very good-looking, handed Dunn a newspaper, and said indignantly, "He attacked you with ulterior motives! "

Dunn calmly took over the newspaper.

This is a copy of the Los Angeles Times.

In a small section in the lower right corner of the sidebar, such an article is published as "Feminism with Utmost Purposes".

Published below is a transcript of an interview with Ted Turner.

The content of the conversation was very simple. Ted Turner implicitly pointed out the rivalry between New Universal and Viacom, saying that Les Moonves' departure from CBS was very serious for Viacom. blow.

He said it more gracefully, but the meaning was already obvious.

The spear is directed at the New Global Women's Rights Protection Foundation!

In fact, this is a fact that people in the industry know.

Les Moonves's sexual assault scandal and the feminist scandal against Viacom, is that Dunn is behind the scenes.

However, there are some things that cannot be said.

Ted Turner's remarks pierced the window paper.

The remarks were published in authoritative newspapers such as the Los Angeles Times, and the authenticity is not in dispute. It is conceivable that in the next period of time, major media in the United States will probably reprint and comment on this report.

Those gossip tabloids are likely to have even more outrageous reports.

"Humph!"

Dunn sneered and handed the newspaper to Andrew Mooney.

After seeing it, his face was ashen, and he said solemnly: "He is a broken jar. At that time, he approved the merger of Time Warner and AOL America Online, and with his strong influence, he promoted the shareholders' meeting. The merger. After the failure, his prestige was greatly reduced, and he took a back seat. Now it seems that he is not giving up."

"Don't give up? So what?" The corner of Tang En's mouth twitched, very disdainful, "Even if it's Lei Shidong, I can handle it obediently, and I'm not afraid to add another old guy. Media tycoon? Ridiculous! "

Andrew Mooney said: "Boss, his influence in the industry can't be underestimated Don't worry, I have it!"

Dunn waved his hand and smiled, "In my opinion, his importance is far less than that of a movie actor like Tom Hanks. Ella, have you made an appointment?"

Ella Fisher said immediately: "Make an appointment, Mr. Hanks said that at nine o'clock tomorrow morning, he will visit on time."

Which is the best-selling movie of the past year?

Undisputed, it's The Da Vinci Code!

When the movie "Gone Girl" was a hit, it briefly occupied the number one spot on the New York Times bestseller list. However, it was later replaced by The Da Vinci Code.

By now, "The Da Vinci Code" has been at No. 1 on the New York Times bestseller list for 29 weeks, and it looks like this momentum will continue.

Even the "Harry Potter" series is far behind.

The book's popularity has rekindled interest in the history of the Catholic Church.

The heat alone can make a judgment.

As long as the quality of the film adaptation is not bad, the box office must be good.

Dunn has already decided, the director is Ron Howard, the actor is Tom Hanks, using the original cast of the original film.

As for the heroine... not necessary.

The original Audrey Tautou, it's really not that good.

Since it is not popular, there is no need to waste resources.

The heroine of "The Da Vinci Code" is very important.

According to the requirements of the role, the heroine is French, a clever, bold and elegant symbol expert.

French actress, Dunn also knows a few.

Even if Sophie Marceau is out of breath, there are others!

In Tang En's heart, there was already a pre-determined candidate.

https:

Please remember this book's first domain name: . Nine Heavens God Emperor mobile version reading website: