Analyses of Shanghai Disneyland IP localization Strategy And Its Risks from the Perspective of Lina Bell- Based on SWOT Analysis Method

Abstract

‘Lina Bell’ is a new IP image that was exposed by Shanghai Disney in September 2021. From ‘new role’ to ‘online celebrity with a huge fan base’ in just one month, its popularity overwhelmed other famous Disney IPs, and the price of its doll has skyrocketed. However, in early December 2021, ‘Lina Bell’ was stuck in a ‘image crisis’, and there are still risks behind Disney's IP operation. This paper analyses Disney's IP localization strategy through a SWOT method and proposes possible countermeasures to address the potential risks. The study finds that the history of Disney's Duffy family is the epitome of Disney's IP localization strategy, and that Lina Bell is the best product of the IP localization strategy; Disney's strengths are its rich experience in IP operation and complete industry chain, while its weaknesses are mainly the lack of a true understanding of the target market’s culture; the external opportunities for Disney are the huge potential of the target market and the fact that Disney IP is in line with the pop culture trends of the target market, while the external threats are mainly public opinion and competition from similar products. This paper suggests that Disney should strengthen its research into the culture of its target markets and truly understand the local cultural habits; strengthen the training of its staff; standardize the behaviour of each staff member in line with the brand's mission and increase the local core competencies of the Disney IP.