How far can Anji Hello Kitty Paradise go?

Hello Kitty has been popular all over the world for 40 years since 1974 was born. Deeply loved by the majority of female consumers, from a 2-year-old girl to an adult woman in her thirties, it has almost become the only image known to the world among many products developed by Sanrio Company.

20 1 5 65438+1October1,Zhejiang Anji helloKitty Paradise officially opened its doors to welcome guests. It is said that the price of pre-sale adult tickets on the first day reached 666 yuan, far exceeding that of many theme parks in China and even higher than that of Hong Kong Disneyland.

It is still difficult to predict what kind of profit level Anji hello Kitty Paradise will achieve. Maybe we can get a glimpse from the study of hello Kitty market in Beijing.

First, the background information of Hello Kitty.

Japanese Sanrio Company has developed 22,000 kinds of goods and entities around Hello Kitty. Every month, 500 new products of Kitty Cat will go on the market, and 500 old products will be eliminated. They also print Kitty's image on every daily necessities, such as stickers, pens, notebooks, clothes, toys, watches, cups, plates, chopsticks, mobile phones, toasters, trash cans, computers, treadmills, cars, and even adventure theme parks where people can stay. They also developed Kitty's family and friends, but what is really deeply recognized by the market is the image of a little girl without a mouth. Therefore, from the market survey, male consumers are less interested in Kitty products. This has brought great constraints to Kitty's market development.

According to the data released by Sanrio, 70% of Kitty's consumers are girls aged 9- 15 and their parents, 20% are female die-hard fans, and 10% are other consumers.

According to the data released by Sanrio, Kitty's sales in overseas markets currently account for only 30%, mainly from Japan, and have been shrinking for more than ten years since 1999. Sanliou Company announced on May 4, 20 10 that as of March, due to the decline in image licensing revenue and product sales, their total annual sales in Japan decreased by 3.3%.

Second, hello Kitty cartoon image questionnaire survey

In May, 20 14, the author made a simple investigation on the market appeal of hello Kitty cartoon image and its related products in Beijing and Langfang. The following is a summary of the survey. In this survey, 400 questionnaires were distributed, 200 in Beijing and 200 in Langfang, and 368 valid questionnaires were recovered. Among them, families have children's questionnaire 2 1 1, and children's questionnaire 157.

The subjects of this survey are 50% men and 50% women, 2 1 5 whose family income is below 1 10,000 yuan, 4 1 9% whose family income is above/10,000 yuan, and others are shown in the figure1. Education below high school accounts for 23%, and education above bachelor degree accounts for 76%.

Among them, the proportion of people who like cartoon images is high, between 69% and 77%; 2 1% definitely don't like it. The basic degree of buying or owning animation products is directly proportional to the degree of liking, which is between 7 1%-78%.

Among the 23 animation products listed in the questionnaire, hello kitty is well-known in the market and enjoys the second place. Of the 257 people who like cartoons, one third like kitty, which is basically the same as robot cat, baby cucumber, pleasant goat and big wolf, cherry maruko, crayon Shinchan and Transformers. Nearly half of people have bought kitty's products.

Judging from the above purchase intention, the overall level is very high, but if you ask carefully, you will find that only 1% has actually been to kitty store. The reason may be that the distribution of sales channels in Kitty's store is insufficient; Consumers have not developed the habit of buying such products in specialty stores, and most of them are pirated products. This shows that there are many people who like Kitty's cartoon image, but the proportion of behavior that turns into actual purchase is low.

Of course, it should be pointed out that this survey for children is based on parents' surveys, so the results may be biased. The age range of the respondents is basically between 20 and 40 years old, with children under 8 accounting for 77% and boys slightly more. According to the statistical results of the questionnaire, few boys like kitty, but almost all girls like kitty, and 44% of them like Kitty almost as much as girls.

So, what kind of playground do the children want to go to? Parents' answers are that 5% go to anime shop, 20% go to children's toy stores, 38% like to go to children's playgrounds, 13% like to go to large theme parks. If a hello Kitty theme park is built, are parents willing to take their children there? The survey results show that 65% of parents are willing to take care of their children, indicating that the demand is still relatively strong.

According to the questionnaire survey, hello kitty's brand awareness and reputation are very high, the market influence is extensive, the brand values meet the needs of the public, the customer base is huge, covering almost all girls and their families, and the brand loyalty is high. However, we should also see that compared with many cartoons, hello Kitty's story is not strong, its association is not rich enough, and its customers are mainly girls and their families, lacking the support of the male market.

Third, the investigation of hello Kitty stores in Beijing.

(A) Hello Kitty's authorization

Sanou has authorized more than 500 companies in Japan and hundreds of overseas companies. Today, Kitty's unique image and its appearance on about 22,000 different products have been sold well in more than 40 countries.

Sanou entered China in 2004. In 2007, Kitty's business in franchise development, the domestic retail sales in that year was 654.38+68 million yuan. In 2008, there were 0/09 retail stores in mainland Sanrio and 0/6 retail stores in Shanghai.

Hello Kitty's authorization is divided into image authorization, theme authorization, commodity authorization and channel authorization. At present, hello Kitty's image authorization business is represented by Sanrio (Shanghai) International Trading Co., Ltd., and the products authorized by Sanrio cover food, toys, daily necessities, household items, cosmetics, electronics and household appliances, clothing and accessories, audio-visual publications, etc. According to the age group of consumption, authorized goods include baby and children's products, adolescent products and adult products. At the same time, other authorized businesses such as credit cards, cosmetics counters, theme photo studios, etc.

This store is authorized by Shanghai Chengyanfeng Trading Co., Ltd. You can apply as long as you have a legal company (three certificates) that can operate retail and wholesale business, have certain financial strength, have experience in retail management and agree with the brand concept of Sanrio.

According to Sanrio official website, there are 15 stores in Beijing, such as Sanlitun Store, Guangxin Tiandi Store, Shuang 'an Dazhong Temple Store and Chaoyang Joy City Store. The author selected Zhongguancun Store, Dazhongsi Store, New World Store, Guangxin Tiandi Store, Sanlitun Store, Guo Mao Store and Xidan Store to visit.

(II) Operation of Hello Kitty Beijing Store

After field investigation, it was found that these shops, whether Zhongguancun, Dazhong Temple or Xidan, which are still on the list, have disappeared. After communicating with the surrounding merchants, I learned that these stores have been in operation for one and a half years and finally disappeared.

After some efforts, I finally found a counter in Beijing New World. After careful inspection, it was found that most of them were OEM by domestic manufacturers and the quality could not be guaranteed. So I kept looking, and then I went to Guangxin Tiandi Store, but I couldn't find it. I can't find it in Sanlitun Taikoo Li either.

Finally, at Guomao Store, I finally found the legendary store. Judging from the scale and product type, Guo Mao store may be Kitty's last fruit in Beijing.

In the nearly 4-hour survey, a customer enters the store every 20 minutes on average, most of whom are female customers or parents with children. And less than 20% of the final sales. One of the parents took a boy and a girl. Girls linger, and boys directly ask the salesman where there is a Lego monopoly. Although this is an example, it is representative. It's not known how the Guo Mao store's income is, but judging from the closure of several franchised stores in Beijing and several hours' investigation, it's hard to be optimistic.

After investigation, I was ecstatic to find another Kitty-themed restaurant near Sanlitun. I drove everywhere in Shimao Plaza and found nothing. Later, after several inquiries, some people said that they had withdrawn from the store, while others said that they had moved away. It is not clear what the real situation is.

Judging from the withdrawal of many specialty stores, Kitty's sales in Beijing are not optimistic. The whereabouts of theme restaurants are also unknown, which makes the author question Kitty's market prospects.

Fourth, summary.

The survey shows that the market awareness of hello kitty cartoon image is high, and the coverage rate of people who have bought kitty toy products is high, but the market sales situation is not very good, indicating that many people buy non-genuine products. Similar to the situation encountered by many foreign animation characters, the high licensing fee leads to the high price of animation toys, which exceeds the consumption capacity of ordinary families, thus leaving a desperate profit space for counterfeiters. Strengthening copyright protection is the only way to save the intellectual property industry.

Hello kitty's positioning of young female consumers also restricts its customer base. The lack of storytelling makes it difficult for Katie to compare with Disney's cartoon image. The participation, experience and excitement of kitty Paradise in Japan are far from Disney's, and its operation is even worse.

Now Anji's Kitty Paradise is born. It is said that Tianjin New Town is also eager to introduce Kitty Paradise. In Beijing, where spending power is relatively strong, hello kitty's fate is still the same. What will Angie be like in a third-and fourth-tier city? We can only wait and see!