The branding of Disney's jobs

The branding of Disney's jobsZhang Liang on 2009-05-03,14:26 Comment (a) edit

There has been some discussion of the media recently on Apple4us, but a recent topic for Apple has not been talked about: whether Mr Jobs's media company, the biggest individual shareholder, ever changed as he and Pixar entered. If so, how does it change? Whether other companies can learn anything from Disney.

The answer is yes. Despite the outside world, most people do not feel the change of Disney-we just continue to watch Pixar animation, continue to watch Lost and Desperate Housewives, continue to Disneyland-but the company has been in the past three years has been a very big change.

The surface change is that the company's performance has become very good. If you know a little bit about Disney's history, you'll know an interesting fact: its last CEO, Michael Eisner, ruled the fairytale kingdom 20, the first decade of "All-weather growth", and the 10-year performance. The grievances, discontent, to Walt Disney's nephew Roy E. Disney to openly resign from the directorship, a boycott of Eisner.

But since October 2005, Bob Iger has become the company's new CEO, and he has turned the company into a "drink of cold Water" profit machine: In three years, Disney's revenue from the end of 2005 from 31.3 billion U.S. dollars to 37.8 billion, profits from 2.5 billion to 4.4 billion. This growth in the media industry as a whole is inferior to Google's one.

The deep change is that Bob Iger the profits by nearly doubling, without doubling the company's line of business. In fact, he has been shortening the front line, in addition to making a big deal soon after taking office (buying Pixar for 7.4 billion dollar shares).

In other words, in a media company such as Disney, which has a huge performance pressure, once a business miscellaneous, he uses the methodology of Steve Jobs in Apple to grab the most profit from fewer and fewer products.

For example, Pixar's "Auto Story", launched in 2006, has a 460 million-dollar global box office, a fairly impressive performance. But you know how much Disney has made on it. Let's not say the answer, first of all, Disney has resorted to it: DVD (sold 27 million), the production of countless toys, the Disneyland in California to build a "car experience station", the creation of auto story TV animation, Ice Ballet show, of course, and online community ... Combined together, the total income is 5 billion dollars. In other words, an animated film "Car Story", income than Baidu 2008 years of total revenue more.

This trick, is not very like Apple. The first time you look at it, it opens the curtain, a fine phone called the iPhone, expensive, but if you've been priced at 499 dollars, if you're expecting to sell 10 million in 1.5, it's also a 4.99 billion dollar income. However, Apple is not satisfied with this: the price has been reduced to $199, but Apple has received a 300-dollar mobile subsidy from telecoms operators and a 100-dollar annual fee from mobile Me, with the App Store earning a daily profit from active users (not counting the App store. Whether the reverse pull Itms).

This is a very interesting and unconventional wisdom. The traditional business wisdom is: keep introducing new products. Steve Jobs and today's Disney methodology is: every product to make sure that there is no relevant business opportunities, the greatest degree of digging profits.

Of course, it's easy to say, it's hard to do. Apple can make at least 6 billion dollars on the IPhone, doing a lot of things, and most of it to the extreme: a great mobile phone, a 5-year accumulation of E-commerce platform, a third-party developer platform, and telecommunications operators and media companies, a successful negotiation, a cloud background ... Similarly, Disney is the same, in addition to a good content creators, it also has a television network, the surrounding product production departments, theme parks, DVD channels ... You also have to make them full of power and coordination when needed. This is a great test of business intelligence and operational capability.

Other wordsyou have to think about both horizontal and vertical development paths.

Vertically, you have the ability to continuously develop a first-class product.

Horizontally, do you have the ability to develop enough opportunities around a first-class product?

In fact, Disney in the past, vertical and horizontal ability have, just not good enough. Bob Iger, then, was very aggressive in cutting off the branches of the business, and he even said to the company: "I don't care if the movie subsidiary Touchstone Can make a movie with $30 million trillion dollars, because this success will not bring other success to the company." 」

He then used a lot of energy to hatch star business: Like Pixar movies, Lost and Desperate Housewives, as well as the phenomenon of Hannah Montana, High School musical and other teen markets, and Jona The Youth Idol Choir of S brothers ... When the company has this kind of continued to give the applause called the work, he again to find ways to create more business opportunities.

Understand what I mean.concentration means "less", but less is more, less is less, except for the few (vertical product lines), you have to have more ability (horizontal platform).

Today I look at other media companies, the most worry is that people because of fear of the new media revolution, in a hurry to do more things. But "more" is likely to make you lose the ability to create first-class products, let you lose focus, make your brand more blurred. In fact, we should also want to understand who we are, why we have insisted, why we persist in the future, what brand we should be remembered by the world. Business opportunities are followed-if you manage effectively.

In fact, what happened at Disney today is not so unimaginable. A few years ago, when he was investing in the company, Buffett said: "1966 The first half of the year Disney's price per share of 53 U.S. dollars, it looks not too cheap, but at this price you can buy the entire Disney company for 80 million dollars, which means you have Snow White and some other cartoon characters, with Disneyland, and Walter Disney is a genius as a partner. 」

You see, one of the greatest investors in human history is not the price, but the creation of first-class content of the team and ability, because of first-class content and the formation of the brand. He believes that these things can create a first-rate business.

Last year, Mr Jobs said of Disney: "I'm not worried about my investment in this company because the family is a renewable resource." In fact, the need for high-quality information is also "a renewable resource".   «What Disney-Hulu means for Apple. |  Home | A larger-screen Kindle saves newspapers and magazines. »Comments

Ask one, gross income is 5 billion dollars, then total profit is how much. (1/F): Talich @ 2009-05-03,16:48

This is a very interesting and unconventional wisdom. The traditional business wisdom is: keep introducing new products. Steve Jobs and today's Disney methodology is: every product to make sure that there is no relevant business opportunities, the greatest degree of digging profits. (2 floor): Little Detective @ 2009-05-03,17:24

Thinking of Walt Disney's words, "making movies is not about making money, it's about making more movies." "(3 Floor): Dylen @ 2009-05-03,20:21

The cultural market is promising, which is a market that advanced Western countries attach great importance to. The ability of one-time investment and long-term profitability ...
China in the cultural industry this piece has little to do with ... That's the difference. (4/F): Icewwolf @ 2009-05-03,21:51

Disney's large-scale development surrounding is not met Old Joe learned, but in the era of Walt Disney has been used, the biggest case is Disneyland, to see the park in the various branches know.

To be very close, look at the propaganda of star baby in China ....

Landlord this argument, some far-fetched (5 floor): La.onger @ 2009-05-03,22:13

Anyway, bright son is this style, one, Chowa the Lord is very cool; second, with Chowa main related also very cool; three, so I'm cool;

Agree in principle, hehe (6 floor): Roy @ 2009-05-03,23:11

Praise.
Concentration means "less", but not limited to "less", but also "deep" and "fine" (7 floor): Googlor @ 2009-05-03,23:32

@Roy

Whatever you say, but if these words are what you really think, I can only express regret for your analytical level. (8/F): Zhang Liang @ 2009-05-04,00:44

"Whatever you say, but if these words are what you really think, I can only express my regret for your analytical level." ”

Hi,man, these words are not what I really think, just kidding. This article looks good on the whole. (9 Floor): Roy @ 2009-05-04,01:20

The La.onger of the 5 floor is actually saying well, Disney's way of making money is long before Steve Jobs arrives, and the difference is that now Disney is more focused, removing some unimportant lines of business, reinforcing the pattern of the past. (10/F): Huang @ 2009-05-04,02:57

What's the number of the 27 million DVDs, please? I suspect this number because I have seen the most recent DVD release (Pirates of the Caribbean, Batman, etc.), less than half of this number. Ratatouille,dvd, like Pixar, sold 11 million tickets. 27 million is amazing. (11/F): strangelet @ 2009-05-04,05:36

Disney had Chowa the Lord so big an independent director, how could there be no change. Besides, Chowa is very fond of controlling people. (12/F): Riven @ 2009-05-04,08:25

The same pair of 27 million DVD data 阙疑, and this article does not explain the impact of jobs on Disney. (13 floor): Al-2009-05-04,09:58 @

@ Talich

The specific profit figures I did not.

@ strangelet-Arab Enterprise

2700 This number is derived from NYTimes:

The film racked up over $460 million in global ticket sales and has sold. million retail products DVDs Gen Erated $ billion in sales. A "cars" virtual world are opening on the Internet, a "cars" ice-skating show would begin touring the nation in September, a nd work is under way to bring a entire "Cars" experience to the Disneyland Resort in California.

Http://www.nytimes.com/2008/06/01/business/media/01pixar.html?_r=1&scp=26&sq=disney&st=cse

In addition, on the interaction between Jobs and Bob Iger, you can refer to a report from Fortune earlier this year:

Http://money.cnn.com/2009/01/02/news/newsmakers/siklos_eisner.fortune/index.htm

I have no intention of exaggerating the impact of Steve Jobs on Disney, and I am concerned about whether there is a new clear business logic behind it. (14/F): Zhang Liang @ 2009-05-04,12:09

It is easy to do addition, it is difficult to do subtraction.

But this model is not the only successful business model, the media domain of Google, the traditional industry 3M is just another way, more, more points, if 10 projects within the success of 1, it is enough. (15/F): Benny @ 2009-05-04,21:27

But I think the two models are very extreme, only possible in some relatively special companies, in most companies only a relatively eclectic way to operate. Especially the 3M model. (16/F): Benny @ 2009-05-04,21:32

Well, good original work.

It's an interesting thing to watch the relationship between Steve Jobs and Disney.

Jobs gave Disney the impetus to keep innovating. It is hard to imagine that Disney, without jobs, will be on the list of the best innovation companies every year.

Jobs, in turn, have learned a lot from Disney. Many of Apple's marketing is not it-style, but more like the film company or media company style. Jobs himself has repeatedly mentioned his fondness for story telling, believing it came from his experience as CEO of Pixar.