ARTICLE
The first session of "Global Themed Entertainment Exploration" jointly organized by TEA China and the Chinese Cheung Kong Graduate School of Business (CKGSB) started in Shanghai from October.11th to October.13th . During the three days, 25 students not only learned the themed entertainment courses jointly designed by TEA and CKGSB, but also went to Lego Discovery Center, Haichang Ocean Park and Shanghai Disneyland for field exploration. Come and see their journey of learning and exploration! Day 1: The Learning Journey Li Yang Associate Professor of Marketing, CKGSB Academic Executive Director of Senior Management Education Program Academic Executive Director of MBA Program Topic : Generation Z & entertainment IP creation From the perspective of marketing, Professor Li Yang analyzed the consumer characteristics of the Generation Z in detail, combined with the logic of themed entertainment IP building, elaborated the IP building methodology in today's themed entertainment industry, and deeply coupled academic and practice, providing students with a new perspective IP building course. "To build a Generation Z entertainment IP, first, we should emphasize the construction of a common language for Generation Z; second, the story behind the IP. Without stories, it is difficult to build IP; third, we should be good at using online celebrity tools to spread IP stories; last, we should embrace content and stick to efficiency." Zhao Yang Chairman of TEA China Development Council President of Shanghai Max Matching Entertainment Topic: Operation logic of global IP Chairman Zhao Yang shared his insights of the themed entertainment industry with students based on his rich experience in the industry and his experience in TEA. From international to domestic, he has experienced the rise and fall of the industry. He used TEA's industry reports and data to describe the trend of the global themed entertainment industry, and made prospects for China's themed entertainment industry. "A good IP needs time and space. The so-called time means more than 30 years, and there are at least two or three generations of fans. For example, Mattel has a history of 70 years, Disney has a history of 90 years, Snoopy and others have a history of 75 years, those are very long time. But only having history is useless, there must be some space. The so-called space means you can find it everywhere. There are always movies and TV dramas, toys and derivatives when you go out. Only when IP has vitality, can it be called IP, because it will continue to self-produce " Tang Jun President of BTA.LA Design & Planning Former Chairman of BlueRay Culture and Tourism Group Former Senior Vice President of Walt Disney Topic: Key of the success in themed entertainment and parks Mr. Tang Jun, the former senior vice president of Walt Disney, introduced with the question, why did he choose the themed entertainment industry? Guided everyone to think about the core of the question. From a deeper product perspective, Tang Jun triggered everyone's thoughts about the industry and the core concept of "innovation is the DNA of the enterprise" aroused strong resonance among the students. "Is innovation your DNA in business? Do you want to pursue different forms of expression, different means of expression and a series of other forms of expression from the beginning to the end?" Gary Porter HERMES, LV, FENDI, GUCCI, etc Chief designer of shop window Topic: Experience brand in physical world Gary Porter, as one of the few creative design masters in the field of cross-border luxury art and live entertainment, is good at combining art and business, and creating unique experience with the effect of sound and light. He combined the shop window design cases of Hermes, LV, Fendi, GUCCI and other stores designed by him to explain the importance of visual design, presenting many exquisite designs to students, and bringing wonderful visual experience. "The most important thing in retail is the details, and the subconscious comes from constantly absorbing the details." Chen Jiaoli Mattel Asia Pacific Scene Experience Authorization Business Leader Former General Manager of Lego Education in Lego China Topic: IP enabling scene entertainment - Mattel case sharing Starting with Mattel's case, Ms. Chen Jiaoli introduced Mattel's IP brand matrix and its IP empowerment in detail. Combining her consumer insight into the scene entertainment industry, she analyzed the way of communication with consumers, from communication channels to content customization and localization, and gave a detailed lesson of "Mattel experience". "The value of IP for scene entertainment is threefold: first, to drive interest, second, to expand the audience, and third, to connect consumers." Fang Hongfeng Vice President of Haichang Ocean Park Former General Manager of the scenic area business in Ctrip Group Topic: Future trend of themed entertainment in China Mr. Fang Hongfeng, Vice President of Haichang Ocean Park, based on his rich experience in the industry and solid first-hand data and personal experience, shared his insights in the global themed entertainment industry and elaborated his development prospects for Chinese themed entertainment industry. He presented in detail the "themed entertainment atlas" from a front-line themed entertainment industry practitioner. "Themed entertainment has three major directions: product IP, connection urbanization, modern scale operation means and scientific management capability." Day 2&3: The Exploration Journey On the second and third day, the students visited Lego Discovery Center and Haichang Ocean Park, and carried out a full day of in-depth behind the scene exploration in Shanghai Disneyland, and had discussions with Shanghai Disneyland executives during the lunch. Guests at the lunch included Andrew Bolstein, Senior Vice President of Operation Department in Shanghai Disneyland Resort, and Alan Kwok, Director of Park and Town Operation in Shanghai Disneyland Resort. The second session of the course will be in Beijing in November , students will explore the mystery of Beijing Universal Studios.
The first session of "Global Themed Entertainment Exploration" jointly organized by TEA China and the Chinese Cheung Kong Graduate School of Business (CKGSB) started in Shanghai from October.11th to October.13th . During the three days, 25 students not only learned the themed entertainment courses jointly designed by TEA and CKGSB, but also went to Lego Discovery Center, Haichang Ocean Park and Shanghai Disneyland for field exploration.
Come and see their journey of learning and exploration!
Day 1: The Learning Journey
Li Yang
Associate Professor of Marketing, CKGSB
Academic Executive Director of Senior Management Education Program
Academic Executive Director of MBA Program
Topic : Generation Z & entertainment IP creation
From the perspective of marketing, Professor Li Yang analyzed the consumer characteristics of the Generation Z in detail, combined with the logic of themed entertainment IP building, elaborated the IP building methodology in today's themed entertainment industry, and deeply coupled academic and practice, providing students with a new perspective IP building course.
"To build a Generation Z entertainment IP, first, we should emphasize the construction of a common language for Generation Z; second, the story behind the IP. Without stories, it is difficult to build IP; third, we should be good at using online celebrity tools to spread IP stories; last, we should embrace content and stick to efficiency."
Zhao Yang
Chairman of TEA China Development Council
President of Shanghai Max Matching Entertainment
Topic: Operation logic of global IP
Chairman Zhao Yang shared his insights of the themed entertainment industry with students based on his rich experience in the industry and his experience in TEA. From international to domestic, he has experienced the rise and fall of the industry. He used TEA's industry reports and data to describe the trend of the global themed entertainment industry, and made prospects for China's themed entertainment industry.
"A good IP needs time and space. The so-called time means more than 30 years, and there are at least two or three generations of fans. For example, Mattel has a history of 70 years, Disney has a history of 90 years, Snoopy and others have a history of 75 years, those are very long time. But only having history is useless, there must be some space. The so-called space means you can find it everywhere. There are always movies and TV dramas, toys and derivatives when you go out. Only when IP has vitality, can it be called IP, because it will continue to self-produce "
Tang Jun
President of BTA.LA Design & Planning
Former Chairman of BlueRay Culture and Tourism Group
Former Senior Vice President of Walt Disney
Topic: Key of the success in themed entertainment and parks
Mr. Tang Jun, the former senior vice president of Walt Disney, introduced with the question, why did he choose the themed entertainment industry? Guided everyone to think about the core of the question. From a deeper product perspective, Tang Jun triggered everyone's thoughts about the industry and the core concept of "innovation is the DNA of the enterprise" aroused strong resonance among the students.
"Is innovation your DNA in business? Do you want to pursue different forms of expression, different means of expression and a series of other forms of expression from the beginning to the end?"
Gary Porter
HERMES, LV, FENDI, GUCCI, etc
Chief designer of shop window
Topic: Experience brand in physical world
Gary Porter, as one of the few creative design masters in the field of cross-border luxury art and live entertainment, is good at combining art and business, and creating unique experience with the effect of sound and light. He combined the shop window design cases of Hermes, LV, Fendi, GUCCI and other stores designed by him to explain the importance of visual design, presenting many exquisite designs to students, and bringing wonderful visual experience.
"The most important thing in retail is the details, and the subconscious comes from constantly absorbing the details."
Chen Jiaoli
Mattel Asia Pacific Scene Experience Authorization Business Leader
Former General Manager of Lego Education in Lego China
Topic: IP enabling scene entertainment - Mattel case sharing
Starting with Mattel's case, Ms. Chen Jiaoli introduced Mattel's IP brand matrix and its IP empowerment in detail. Combining her consumer insight into the scene entertainment industry, she analyzed the way of communication with consumers, from communication channels to content customization and localization, and gave a detailed lesson of "Mattel experience".
"The value of IP for scene entertainment is threefold: first, to drive interest, second, to expand the audience, and third, to connect consumers."
Fang Hongfeng
Vice President of Haichang Ocean Park
Former General Manager of the scenic area business in Ctrip Group
Topic: Future trend of themed entertainment in China
Mr. Fang Hongfeng, Vice President of Haichang Ocean Park, based on his rich experience in the industry and solid first-hand data and personal experience, shared his insights in the global themed entertainment industry and elaborated his development prospects for Chinese themed entertainment industry. He presented in detail the "themed entertainment atlas" from a front-line themed entertainment industry practitioner.
"Themed entertainment has three major directions: product IP, connection urbanization, modern scale operation means and scientific management capability."
Day 2&3: The Exploration Journey
On the second and third day, the students visited Lego Discovery Center and Haichang Ocean Park, and carried out a full day of in-depth behind the scene exploration in Shanghai Disneyland, and had discussions with Shanghai Disneyland executives during the lunch. Guests at the lunch included Andrew Bolstein, Senior Vice President of Operation Department in Shanghai Disneyland Resort, and Alan Kwok, Director of Park and Town Operation in Shanghai Disneyland Resort.
The second session of the course will be in Beijing in November , students will explore the mystery of Beijing Universal Studios.