Return of "Smurfs": Suspense of extension mode

Tauszin Shanghai Report "There's a bunch of Smurfs on the other side of the mountain ..." 25 years later, the Smurfs returned to China. August 10, the movie reality version of the "Smurfs" in the domestic market, according to incomplete statistics, less than a week of its box office up to 85 million, 3D version of the box office to sit on the top, beyond the "Transformers 3" and "Harry Potter seven." Not only movies, including animation, toy peripherals, airplanes and even "Smurfs" theme parks will be landing in the Chinese market in recent years.　　The goal of the Smurfs is to be commercially more than Disney's Mickey Mouse. However, after leaving the Chinese market for many years, participated in the "Pleasant Goat" planning Senior Animation Promotion Liang (alias) said, "The Smurfs regression model is successful, still remains to be seen." "The Smurfs Borrow the movie" Return "" soon, we will see more ' smurfs ' peripheral products.　　August 11, Zhang Nanan, marketing manager of the Hong Kong Mountain Group Beijing Branch, said.　　The Smurfs "brand belongs to the Belgian Smurfs International Commodity Marketing Service Limited (IMPS), and in 2011 the IMPS Company signed an agreement with the Hong Kong Mountain Group (PPW) to take full responsibility for the Smurfs marketing in the mainland of China. Zhang Nanan said, "At present, the Smurfs and a number of companies in line with the Smurfs are talking about cooperation, computers, books, DVDs, clothing and toys are the future Smurfs business to consider cooperation areas." "In fact, the Smurfs have a bigger stunt, namely, the construction of the" Smurfs "theme park in Chengdu.　　As the recent Shanghai "Disney" started, the Smurfs of this move, but also let people imagination. "We really have been talking about this project with Chengdu," he said. Zhang Nanan confirmed the statement, but said, "There are still some land issues in the process of consultation, so the final outcome of the entire project takes time to determine and publish."　　"On a global scale, the Smurfs have launched more than 3000 products through comic books, TV series cartoons and licensing licenses, with only brand licensing, Imps with Zara, McDonald's, agents and authorised dealers in 70 countries, and the total sales of Smurfs derivatives amounted to $8 billion."　　However, market participants are sceptical about the "Smurfs" in the future of the country. "The Smurfs in China's business promotion model, doomed him to be difficult to become the mainstream market." The senior promotion Liang said. "Smurfs Find a home agency to do promotion, this is a kind of flattering way, but did not show the ambition of the market." Liang said that the animation to find a proxy company to promote the model, is a "light asset" mode. "The main is to sell their own brand image, to achieve mutually beneficial effect." The advantage of this model is that the cost of input is very small and the profit is fast. But the drawback is also obvious, that is, the packaging of their own brands and propaganda is not enough. "Our main job is to select a business endorsement partner for the Smurfs, but the final decision will be made by Belgian Imps," said the Hong Kong Mountain Group.to decide.　　"The role of the Hong Kong Mountain Group is more akin to a" Smurf "brand of service. Throughout the international market, more successful animation companies, are usually their own business promotion.　　such as Disney, although also sell its animation agent, but its more major business projects, but is closely related to the animation production company and Disney theme park. "We see transformers, Robot cats, Hello Kitty ... These anime images, have taken and Smurfs similar business development model, have achieved certain results. But they cannot be the real giants of the market, largely because they are eating their ' own ' and not instilling new ' meaning ' into the cartoon image. "Liang said.