迪士尼启动亚太区跨境业务：近70家合作伙伴布局全球市场
迪士尼启动亚太区跨境业务：近70家合作伙伴布局全球市场
Disney Launches Cross-border Business in Asia-Pacific: Nearly 70 Partners Expand Globally
随着全球电商和跨境贸易的快速发展，迪士尼消费品部门正在加速其国际化战略。在9月10日举行的华特迪士尼大中华区2025消费品部启动大会上，亚太区消费品部高级副总裁及总经理林家文透露，迪士尼已与近70家亚太区合作伙伴正式开展跨境业务。
Disney's consumer products division is accelerating its internationalization strategy amid the rapid growth of global e-commerce and cross-border trade. At the Walt Disney Greater China 2025 Consumer Products Division Launch Conference on September 10, Kermid Rahman, Senior Vice President and General Manager of Consumer Products for Disney Asia Pacific, revealed that Disney has officially launched cross-border business with nearly 70 partners in the Asia-Pacific region.
迪士尼的"内容+IP"商业模式
Disney's "Content + IP" Business Model
迪士尼的商业模式以"内容为王"为核心，通过打造强大的IP矩阵开发各类衍生产品。目前迪士尼旗下拥有迪士尼、皮克斯、漫威、星球大战等多个知名IP品牌，覆盖主题公园、服饰、日用品等多个领域。
Disney's business model centers on "content is king", developing various derivative products through its powerful IP portfolio. Currently, Disney owns well-known IP brands including Disney, Pixar, Marvel, and Star Wars, covering multiple sectors such as theme parks, apparel, and daily necessities.
跨境业务助力合作伙伴出海
Cross-border Business Supports Partners' Global Expansion
林家文表示："我们的出海策略已实施约一年时间，从6月开始销售。迪士尼拥有丰富的海外市场资源，可以帮助合作伙伴建立零售渠道，甚至协助选址和商品设计。"他预计这一战略将为迪士尼大中华区消费品业务带来显著增长。
Kermid Rahman stated: "Our global expansion strategy has been implemented for about a year, with sales starting in June. Disney has extensive overseas market resources that can help partners establish retail channels and even assist with site selection and product design." He anticipates this strategy will bring significant growth to Disney's Greater China consumer products business.
东南亚市场的机遇与挑战
Opportunities and Challenges in Southeast Asian Markets
尽管东南亚市场提供了新的商机，但不同市场的客户偏好、文化差异和法规政策等风险因素也不容忽视。林家文强调，迪士尼制定了5年战略规划，以更好地应对市场挑战。
While Southeast Asian markets offer new business opportunities, risk factors such as varying customer preferences, cultural differences, and regulatory policies across different markets cannot be ignored. Rahman emphasized that Disney has developed a 5-year strategic plan to better address market challenges.
未来展望：迪士尼计划在未来5年内帮助更多合作伙伴进入亚太、欧洲和北美市场，通过本地化产品触达全球消费者。
Future Outlook: Disney plans to help more partners enter Asia-Pacific, European, and North American markets over the next five years, reaching global consumers through localized products.
