China's first one-stop Disney consumer goods specialty zone has been opened at China Plaza, Guangzhou.
With a total area of 1,000 square meters, the one-stop themed shopping area's design is based on many well-known Disney characters. It provides over 5,000 fashion products, covering apparel, accessories, leather, bags, home supplies, and toys. In addition, the specialty zone integrates Disney's rich entertainment resources, allowing consumers to take photos with various Disney cartoon characters.
Guenther Hake, managing director and senior vice president for Disney's consumer goods department and family entertainment department, told local media that China is an emerging market with a huge potential. According to a consumer survey in five major Chinese cities, parents spend over CNY3.5 billion on goods for their children aged zero to 12 each month, which means these parents typically spend one-third of their family incomes on their kids.
So far, Disney has opened over 5,000 retail stores and counters in department stores and supermarkets in China, reaching consumers in 25 Chinese cities. Since 2009, Disney has been expanding new sales channels and models to meet consumers in different regional markets. The company has opened an e-commerce platform and has cooperated with the Chinese Internet shopping website Taobao.com for the sales of over 5,000 kinds of licensed Disney products.
Disney also announced plans to launch a new retail model, Toonsland Kids Store, to expand the third-tier cities in China, aiming to double the number of its retail sites in the second- and third-tier Chinese cities.