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Consumer Trends Impacting the Licensing Industry –  As a Disney Licensee Luke Lu   2007.11.20 A-DATA Confidential Copyrigh...
Agenda <ul><li>A-DATA Technology  </li></ul><ul><li>–  Introduction </li></ul><ul><li>Why to be a Licensee ? </li></ul><ul...
Fremont, USA Suzhou, China Shanghai, China Kowloon, HK Beijing, China The Netherlands Shenzhen, China India LA, USA Taipei...
International Design Award 2006~2007
Why to be a Licensee ? <ul><li>–  Formally started the business of flash  </li></ul><ul><li>memory application products in...
Why  ? <ul><li>–  High brand recognition worldwide. </li></ul><ul><li>–  Wide-range of customer segments. </li></ul><ul><l...
Disney Consumer Electronics
Licensed in U.S., Taiwan, China, H.K. and Thailand  A-DATA Disney Series – 2004~2006
<ul><li>–  Too many similar licensed products. </li></ul><ul><li>–  Straight forward cartoon characters  </li></ul><ul><li...
<ul><li>IS SPECIAL ENTERTAINMENT  WITH HEART. </li></ul>Back to Basic Fun Community  Decency Optimism Innovation Storytell...
TA Lifestyle VS. Product Line Core <ul><li>Much into Cartoon Characters </li></ul><ul><li>Love new style of things </li></...
New Product Concept – 2007~2008
New Product Concept – 2007~2008 Digital Photo Frame
New Product Concept – 2007~2008 Digital Photo Frame
就是愛使 White 最熱是火 Red 紫醉沉迷 Grape New Product Concept – 2007~2008
Something Like Mickey Chapter 1 Work hard, play harder
Chapter 2 With the Memory
Chapter 3 Thru the Mirror
<ul><li>–  What’s the purpose of licensing? </li></ul><ul><li>–  What’s the anticipation return by licensing? </li></ul><u...
<ul><li>–  Licensor’s Brand recognition </li></ul><ul><ul><li>how could reach target customer? </li></ul></ul><ul><ul><li>...
Essential factors of running successful Licensing Biz. More than 4P ~
<ul><li>Special thanks to  The Walt Disney Company </li></ul><ul><li>Mr. Henry Cheung </li></ul><ul><li>Regional Director,...
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Consumer Trends Impacting The Licensing Industry

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Transcript of "Consumer Trends Impacting The Licensing Industry"

  1. 1. Consumer Trends Impacting the Licensing Industry – As a Disney Licensee Luke Lu 2007.11.20 A-DATA Confidential Copyright© 2007 by A-DATA. All rights reserved.
  2. 2. Agenda <ul><li>A-DATA Technology </li></ul><ul><li>– Introduction </li></ul><ul><li>Why to be a Licensee ? </li></ul><ul><li>– Why Disney ? </li></ul><ul><li>– A-DATA Disney Series Products </li></ul><ul><li>Before Licensing </li></ul><ul><li>Consideration of Licensing </li></ul><ul><li>Essential factors of successful Licensing Biz. </li></ul><ul><li>Acknowledge </li></ul>
  3. 3. Fremont, USA Suzhou, China Shanghai, China Kowloon, HK Beijing, China The Netherlands Shenzhen, China India LA, USA Taipei, Taiwan Subsidiary Future Locations Headquarters Established in May 2001 Module: No.1 in Asia & No. 2 in the World Flash end product: No.1 in Asia, No. 4 in the World A-DATA About A-DATA
  4. 4. International Design Award 2006~2007
  5. 5. Why to be a Licensee ? <ul><li>– Formally started the business of flash </li></ul><ul><li>memory application products in 2002 </li></ul><ul><li>– No brand recognition yet among major </li></ul><ul><li>flash memory players. </li></ul><ul><li>– Leverage licensor’s brand to build up </li></ul><ul><li>A-DATA brand awareness. </li></ul><ul><li>– Differentiate from standardized flash </li></ul><ul><li>memory products. </li></ul><ul><li>– Door-knock of channel developing </li></ul>
  6. 6. Why ? <ul><li>– High brand recognition worldwide. </li></ul><ul><li>– Wide-range of customer segments. </li></ul><ul><li>– Impressive brand characters. </li></ul><ul><li>– Brand core value matching. </li></ul>
  7. 7. Disney Consumer Electronics
  8. 8. Licensed in U.S., Taiwan, China, H.K. and Thailand A-DATA Disney Series – 2004~2006
  9. 9. <ul><li>– Too many similar licensed products. </li></ul><ul><li>– Straight forward cartoon characters </li></ul><ul><li>can’t catch customers’ eyeballs anymore. </li></ul><ul><li>– Cost- performance effectiveness V.S. </li></ul><ul><li>simple character’s symbol. </li></ul>What Happened to Nowadays Customers?
  10. 10. <ul><li>IS SPECIAL ENTERTAINMENT WITH HEART. </li></ul>Back to Basic Fun Community Decency Optimism Innovation Storytelling Quality
  11. 11. TA Lifestyle VS. Product Line Core <ul><li>Much into Cartoon Characters </li></ul><ul><li>Love new style of things </li></ul><ul><li>Care about the latest coming movies </li></ul><ul><li>Creative and optimistic </li></ul><ul><li>Fashion oriented lifestyle </li></ul><ul><li>Peer influence </li></ul><ul><li>Care about price </li></ul>Age: 16-22 Male: Female=2:8 Student, price-oriented Regard Disney Characters as partners. Like share news with friends Age: 23-30 Male: Female=3:7 Office worker Regard Disney as a brand. Well-known of fashion news and lifestyle stuff Age: 31-35 Male: Female=5:5 Mostly family parents Have consistent income Regard Disney as a love symbol/ child time memory. Product Core Love family activities Into less carbonized Disney products Take life quality very seriously Love family tour Not price awareness Insight TA Love outdoor activities Fashion tendency Less price oriented Love newly design and funky stuff fans of fashion& well-design products Family Trendy Funky
  12. 12. New Product Concept – 2007~2008
  13. 13. New Product Concept – 2007~2008 Digital Photo Frame
  14. 14. New Product Concept – 2007~2008 Digital Photo Frame
  15. 15. 就是愛使 White 最熱是火 Red 紫醉沉迷 Grape New Product Concept – 2007~2008
  16. 16. Something Like Mickey Chapter 1 Work hard, play harder
  17. 17. Chapter 2 With the Memory
  18. 18. Chapter 3 Thru the Mirror
  19. 19. <ul><li>– What’s the purpose of licensing? </li></ul><ul><li>– What’s the anticipation return by licensing? </li></ul><ul><li>– Which licensor partner should approach? </li></ul><ul><li>– How many add-on value to customer via </li></ul><ul><li>licensing? </li></ul>Before Licensing
  20. 20. <ul><li>– Licensor’s Brand recognition </li></ul><ul><ul><li>how could reach target customer? </li></ul></ul><ul><ul><li>how to communicate with customer? </li></ul></ul><ul><ul><li>which price point (with royalty) customer would buy? </li></ul></ul><ul><li>– Licensor’s reputation </li></ul><ul><li>– Royalty </li></ul><ul><li>– Scope of licensing </li></ul><ul><ul><li>Product category / Territory / Brand character </li></ul></ul><ul><ul><li>Exclusive or Non-exclusive </li></ul></ul><ul><ul><li>Authorized customers and channels </li></ul></ul><ul><li>– Work closely with the licensor </li></ul>Consideration of Licensing
  21. 21. Essential factors of running successful Licensing Biz. More than 4P ~
  22. 22. <ul><li>Special thanks to The Walt Disney Company </li></ul><ul><li>Mr. Henry Cheung </li></ul><ul><li>Regional Director, Asia Pacific DCP. </li></ul><ul><li>Mr. Sean Wei </li></ul><ul><li>Senior Creative Manager, Asia Pacific DCP. </li></ul><ul><li>Ms. Tina Chen </li></ul><ul><li>Category Manager, Taiwan DCP. </li></ul><ul><li>Ms. Rebecca Lin </li></ul><ul><li>Product Development Executive, Taiwan DCP. </li></ul><ul><li>Ms. Pauline Chang </li></ul><ul><li>Category Coordinator, Taiwan DCP. </li></ul>Acknowledge ~
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