Shanghai Disney Resort, located at 753 Shendi North Road, Pudong New Area, Shanghai, officially opened on June 16, 2016, and is the first Disney resort in Chinese mainland, too

Officially opened on June 16, 2016, Shanghai Disney Resort, Shanghai Disney Resort, located at 753 Shendi North Road, Pudong New Area, Shanghai, is the first Disney resort in Chinese mainland and the sixth Disney resort in the world after Disneyland Resort in California, Walt Disney World Resort in Orlando, Disney Resort Tokyo, Disneyland Resort in Paris and Hong Kong Disneyland Resort.

Disney was founded in 1923, just 2 years away from the centennial enterprise. In the course of these 98 years of business, instead of twilight, it has become more and more energetic, and has become synonymous with Hollywood, a symbol of American culture, and a modern entertainment giant.

Disney became an entertainment empire because of its three-tier architecture, which successfully constructed the imaginary world.

1️⃣ Underlying Logic: Empathy

The so-called empathy, simply put, is empathy, also known as empathy.

In the book, Egger writes, "If you can engage and communicate with people with respect and empathy, then the seemingly impossible will eventually come true." "It's not just Iger's law of treating creative talent, it's Disney's credo for treating tourists.

In the park, the staff is called "actors". The sweeping aunt swept not garbage, but "picked up the magic stars". The optimistic and cheerful Mickey, the sweet and lovely Minnie Minnie, the grumpy but positive Donald Duck... As long as the actors wear this outfit, they must maintain a completely consistent personality with the character, and they cannot deviate from the character in every word or deed. Even if you have heat stroke, you can't take off your hood. Otherwise, it will be discovered by everyone, and it turns out that it is played by a real person.

Every character, no matter which Disneyland it was, no matter which actor played it, their signatures were exactly the same, because there was only one Mickey and one Donald Duck in the world.

All the staff are working with "empathy" to create a real fairy tale world. Attention to detail, the pursuit of the ultimate, only to protect the most simple fairy tale dream in the heart of every tourist.

2️⃣ Middle-level logic: super IP and creative talent

IP is an abbreviation for intellectual property, Chinese meaning intellectual property. In the past 5 years, the rise of IP fever in China is essentially the extended meaning of IP. In simple terms, the extended meaning of IP can be defined as follows: the content can be continuously fermented, and the combination of elements with market traffic and monetization ability is IP.

In 2005, when Disney was facing the risk of being sold, Egger took up his post amid a controversy, focusing Disney's future path in three directions:

1. Invest the vast majority of your time and capital in building high-quality branded content;

2. Embrace technology to the greatest extent;

3. Focus on the world.

With these three strategic priorities identified, the next step is the question of how to attract and manage super-creative talent. Egger has an incredible personality charm, which is elaborated in the book.

He successfully repaired the rift between Disney and Jobs, gained Jobs's approval, eventually acquired Pixar, invited Jobs to join the board, recruited creative genius Lasseter, technical expert Catham to save Disney animation; then successfully bought the Marvel Universe under Jobs's guarantee; then became the custodian of Lucas's "legacy" and successfully continued the Star Wars sci-fi epic; and finally Murdoch took the initiative to "surrender" and exchanged Twenty-first Century Fox for Disney stock.

The "buyer" process along the way has made Disney's super IP reserves abundant. In 2019, in order to fight Netflix, Disney launched its own streaming media Disney+. Through the Internet, Disney truly makes the magic of happiness everywhere in the world.

The dual drive of top creative talents + rich super IP constitutes the implementation conditions of Disney's three strategic priorities, and the three strategic priorities in turn can promote talent growth and IP monetization, which is a virtuous circle.

3️⃣Top-level logic: Imagination

Let's start with the story of how a group of dreamers put their dreams into reality.

The construction of Disneyland was concept-oriented. Walt Disney organized a dream team to develop the park, called the Fantasy Project team. The team members include animation directors, screenwriters, special effects artists, art students, costume designers, colorists, etc., all of whom are known as fantasy engineers. There are no architects, mathematical modelers, development testers, industrial engineers.

Almost no one on this team can do practical things, and everyone just dreams on paper.

Disney, on the other hand, needs this group of daydreamers. For Walter, the imagination of architects and mathematicians is too scarce. When data and concepts collide, science students simply say this is not okay and that is not realistic.

Let's talk about the "Invincible Destruction King 2: Big Trouble on the Internet" released in 2018, which builds a wonderful and cool Internet world.

The film has almost all of Disney's animated characters, and The White in The Incredibles, Nick in Zootopia, Buzz Lightyear in Toy Story, and the superheroes in Marvel, including the deceased Stan Lee, have also run back to the "Dragon Suit" again.

Disney's 14 princesses gather across time and space, not only Snow White and mermaids in ancient fairy tales, but also Princess Elsa, the ice queen, and Mulan, a classic Chinese image. The princesses with different characteristics have also learned to gag and joke, subverting the previous image.

In her acceptance speech for the 2018 Clark Imagination Service Society Award, Liu Cixin said: "Imagination is a human being's ability that seems to belong only to God, and its meaning of existence is far beyond our imagination. Some historians have said that human beings were able to build civilizations beyond other species on Earth because they were able to create things in their own brains that did not exist in reality. In the future, when ARTIFICIAL intelligence has more than human intelligence, imagination may be the only advantage we have for them. ”

The book reads: A company's culture is made up of many factors, the most important of which is the clear and repetitive communication of your priorities, which is the key to the great managers who stand out, and the positive evidence that successful CEOs have striking similarities