Consumer Trends Impacting The Licensing Industry

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.

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A-DATA Confidential

Copyright © 2007 by A-DATA. All rights reserved.

A-DATA Confidential

Copyright© 2007 A-DATA. All rights reserved.

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

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Fremont, USA Suzhou, China

Shanghai, China

Kowloon, HK

Beijing, China

The Netherlands

Shenzhen, China

India

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

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International Design Award 2006~2007

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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

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Why ?

– High brand recognition worldwide.

– Wide-range of customer segments.

– Impressive brand characters.

– Brand core value matching.

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Disney Consumer Electronics

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

A-DATA Disney Series – 2004~2006

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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.

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IS SPECIAL ENTERTAINMENT WITH HEART.

FunCommunity

DecencyOptimism

InnovationStorytelling

Quality

Back to Basic

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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

Funky

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

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New Product Concept – 2007~2008

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Digital Photo Frame

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Digital Photo Frame

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就是愛使White

最熱是火Red

紫醉沉迷Grape


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Something Like Mickey

Chapter 1

Work hard, play harder

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Chapter 2

With the Memory

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Chapter 3

Thru the Mirror

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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?

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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

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Essential factors of running successful Licensing Biz.

More than 4P ~

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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

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