Consumer Trends Impacting The Licensing Industry

Consumer Trends Impacting the Licensing Industry

– As a Disney Licensee Luke Lu 2007.11.20

A-DATA Confidential

Agenda

A-DATA Technology

– Introduction

Why to be a Licensee ?

– Why Disney ?

– A-DATA Disney Series Products

Before Licensing Consideration of Licensing Essential factors of successful Licensing Biz. Acknowledge

A-DATA Confidential

Fremont, USA Suzhou, China

Shanghai, China

Kowloon, HK

Beijing, China

The Netherlands

Shenzhen, China

LA, USATaipei, Taiwan

SubsidiarySubsidiary Future Locations HeadquartersHeadquarters

Established in May 2001Established in May 2001 Module: No.1 in Asia & No. 2 in the WorldModule: No.1 in Asia & No. 2 in the WorldFlash end product: No.1 in Asia, No. 4 in the WorldFlash end product: No.1 in Asia, No. 4 in the World

A-DATA

About A-DATAAbout A-DATA

A-DATA Confidential

International Design Award 2006~2007

A-DATA Confidential

Why to be a Licensee ?

– Formally started the business of flash

memory application products in 2002

– No brand recognition yet among major

flash memory players.

– Leverage licensor’s brand to build up

A-DATA brand awareness.

– Differentiate from standardized flash

memory products.

– Door-knock of channel developing

A-DATA Confidential

– High brand recognition worldwide.

– Wide-range of customer segments.

– Impressive brand characters.

– Brand core value matching.

A-DATA Confidential

Disney Consumer Electronics

A-DATA Confidential

Licensed in U.S., Taiwan, China, H.K. and Thailand

A-DATA Disney Series – 2004~2006

A-DATA Confidential

What Happened to Nowadays Customers?

– Too many similar licensed products.

– Straight forward cartoon characters

can’t catch customers’ eyeballs anymore.

– Cost- performance effectiveness V.S.

simple character’s symbol.

A-DATA Confidential

IS SPECIAL ENTERTAINMENT WITH HEART.

FunCommunity

DecencyOptimism

InnovationStorytelling

Quality

Back to Basic

A-DATA Confidential

TA Lifestyle VS. Product Line Core

Age: 16-22 Male: Female=2:8Student, price-orientedRegard Disney Characters as partners.Like share news with friends

Age: 23-30Male: Female=3:7Office workerRegard Disney as a brand.Well-known of fashion news and lifestyle stuff

Age: 31-35 Male: Female=5:5Mostly family parentsHave consistent incomeRegard Disney as a love symbol/ child time memory.

Product Core

Family

Trendy

Love family activitiesInto less carbonized Disney productsTake life quality very seriouslyLove family tourNot price awareness

InsightTA

Love outdoor activitiesFashion tendencyLess price orientedLove newly design and funky stufffans of fashion& well-design products

Much into Cartoon Characters

Love new style of things

Care about the latest coming movies

Creative and optimistic

Fashion oriented lifestyle

Peer influence

Care about price

A-DATA Confidential

New Product Concept – 2007~2008

A-DATA Confidential

Digital Photo Frame

A-DATA Confidential

Digital Photo Frame

A-DATA Confidential

就是愛使White

最熱是火Red

紫醉沉迷Grape

A-DATA Confidential

Something Like Mickey

Chapter 1

Work hard, play harder

A-DATA Confidential

Chapter 2

With the Memory

A-DATA Confidential

Chapter 3

Thru the Mirror

A-DATA Confidential

Before Licensing

– What’s the purpose of licensing?

– What’s the anticipation return by licensing?

– Which licensor partner should approach?

– How many add-on value to customer via

licensing?

A-DATA Confidential

Consideration of Licensing

– Licensor’s Brand recognitionhow could reach target customer?how to communicate with customer?which price point (with royalty) customer would buy?

– Licensor’s reputation– Royalty– Scope of licensing

Product category / Territory / Brand character Exclusive or Non-exclusive Authorized customers and channels

– Work closely with the licensor

A-DATA Confidential

Essential factors of running successful Licensing Biz.

More than 4P ~

A-DATA Confidential

Acknowledge ~

Special thanks to The Walt Disney CompanyMr. Henry Cheung

Regional Director, Asia Pacific DCP.

Mr. Sean Wei

Senior Creative Manager, Asia Pacific DCP.

Ms. Tina Chen

Category Manager, Taiwan DCP.

Ms. Rebecca Lin

Product Development Executive, Taiwan DCP.

Ms. Pauline Chang

Category Coordinator, Taiwan DCP.

Consumer Trends Impacting The Licensing Industry

Art & Photos

Transcript of Consumer Trends Impacting The Licensing Industry

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