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Xilinmen recently announced that it has signed a "Brand Licensing Agreement between Disney and Xilinmen" with Walt Disney Co., Ltd. and Aiying (Shanghai) Trading Co., Ltd. This agreement covers the operation of children and adolescent furniture brands, as well as product design collaboration under a "Transaction Memorandum." As part of the deal, Xilinmen is authorized to use internationally recognized animation characters owned by Disney, including Winnie the Pooh, Classic Winnie the Pooh, Disney Princess, DISNEY FAIRIES, and Doraemon, for the production and sale of related products.
The company has now entered the growing "blue ocean" market of children's home furnishings, aiming to tap into the billions of yuan in opportunities brought by domestic consumption upgrades. With rising living standards, the youth and children's furniture sector is experiencing rapid growth. Currently, the Chinese market for children’s home furnishings is valued at around 50 billion yuan, yet the largest player in the industry still captures less than 1% of this potential. Xilinmen, which already operates nearly a thousand physical stores and leverages e-commerce and O2O platforms, is well-positioned to capitalize on this expanding market.
Teenager and children’s furniture in China started later compared to developed countries, where products are not only practical and safe but also meet strict design and material standards. Xilinmen’s partnership with Disney presents a significant opportunity to elevate the quality and appeal of children's furniture in the domestic market. The collaboration could set a new benchmark, following the company’s previous success in establishing standards within the mattress industry. This move highlights Xilinmen’s strategic vision and its ambition to lead in the evolving children's furniture landscape. (Editor: Peter)