Forty years the actual, Japanese product-design and licensing corporate} Sanrio was looking for its first black sheep character.
There were already too many has in the market and a world-famous dog which is called Snoopy. So Hello Kitty debuted. Now, the cute cat due to six whiskers and no mouth works as a global superstar, consistently the most popular from Sanrio's cartoon characters, which with you earned 74. 2 billion yen (HK$5. 68 billion) for the corporate} last year.
"Hello Kitty has become a an integral part of life, " Caroline Tsang Shui-kwan, Sanrio Hong Kong's chief managing officer for Asia, said, adding up that handling Hello Kitty was just like managing a human star.
"What I actually do is similar to what a manager does on your star, " Tsang said. "We need to be selective about her activities, and be innovative from time to time to keep electricity powered fans interested. "
Hello Kitty entered in Japan in 1974, within a navy blue jumpsuit and sitting properly positioned in a coin purse. Two years afterward, in 1976, she stood to impress her paws for the first time. Four years afterward, she started collecting more laundry in her wardrobe and selecting different looks.
Since then, she has tend to be more trendy and fashion-conscious. She featured a tan and wore a flower on her head when the other / natural Ganguro trend hit Japan from your 1990s.
Then she got an boyfriend, Dear Daniel, coinciding with announcement of a high-profile celebrity holy matrimony in Japan.
But Tsang tells people one of the biggest secrets of Hello Kitty's success lies in the design. Hello Pussy doesn't have a mouth, which means those can interpret the cat's behavior based on their own, Tsang said. "They find the cat to be happy when they are impressed, or sad when they are sad. very well
That allows the cat to appear anywhee you want to go - from 2-D designs entirely on stationery and Eva Air aircraft, to 3-D Hello Kitty impersonators in commercials and events. Locate only one rule: Hello Kitty doesn't do anything that might upset mothers yet wives, such as holding a gun or possibly drinking spirits.
While Sanrio is a specialist in the kawaii (cute) side from Japanese culture, Tsang said Greetings Kitty sometimes transcends that, comparable to by spinning discs in a ligue.
"Apart from the cute side, many people no problem appreciating a cool Kitty DISC JOCKEY, " she said.
Still, manufacturing advances have brought challenges. Earlier in this article popular products such as letterheads and picture albums are no longer popular, and people substantially tend to buy things online regarding visiting physical stores.
But Sanrio upholds the idea that gifts form a component of friendships or relationships, and that the ultimate way to get them is by browsing inside the shop.
"When Shintaro Tsuji appeared to be Sanrio 55 years ago, he concluded people needed communication â € ¦ and that their affection may possibly expressed through small gifts, very well Tsang said.
With overseas options market sluggish for the time being, the mainland most essential focus for Sanrio's development. The business entered the mainland market in to 2003, and the brand is still practically young there. Consumer preferences within the mainland are also different, Tsang shown.
"Local office ladies look for nearly anything cute, cool or glam. Those types of across the border tend to buy Greetings Kitty products for their children, yet quality tops their list, very well she said.
In Hong Kong, Sanrio has this month put together a Greetings Kitty "volunteer team" of 50 public fans who will celebrate the character's 40th anniversary with a range of measures.
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