Why did Barbie stumble in China?
High price might be the primary reason that led to the shutdown of the Barbie shop as Chinese parents were price-sensitive at that time. A toy distributor in Beijing said, “A Barbie doll costs at least 69 yuan (10.3 U.S. dollars) and at most times costs around 200 yuan (29.8 U.S. dollars).
Do they have Barbie in China?
In China, Barbie is simply a doll. She is not associated with any cultural significance for Chinese girls or young women. Since Barbie is not a cultural icon in China as she is in America, Chinese consumers couldn’t care less about Barbie-branded products.
What culture is Barbie?
Over the past six decades, Barbie’s status as a reflection of the times has made her a cultural icon. No matter where you go, everyone has a Barbie story. Barbie is more than a doll. She is a part of pop culture.
Where did Barbie go wrong in China?
In 2009, Mattel opened Barbie’s first flagship store, House of Barbie, in Shanghai, China. Known as the ultimate Barbie dream house, the store failed to reach expectations and closed after just two years.
When did Barbie enter China?
Mattel opened shop in China in 2002, selling Barbie dolls in regional stores, and later introduced Ling, a Barbie with black hair and traditional Chinese attire.
When did Mattel go to China?
Is Barbie a cultural object?
Barbie is a cultural icon; she is an object of uncritical devotion for millions of girls and parents around the world. Barbie is a cultural production that has become an icon through a mixture of market capitalism and media culture. Ruth Handler invented Barbie in 1959.
What did Barbie symbolize?
Barbie is the symbol of beauty and elegance. Some people see a Barbie doll in their dream, when things are not running fine in their lives. This means that they are frustrated of the current situations in life and wish to go back to their childhood where everything was good. Barbie Dolls signify innocence and beauty.
Where did Barbie go wrong in China Forbes?
Unfortunately Mattel failed to execute the strategy well. Like Apple when it launched the iPhone in China, Barbie made the mistake of paying too little attention to local consumer tastes. Chinese women tend to like cutesy, girlish pink clothes (think Hello Kitty), not the sexy and skimpy kind Fields designed.
Why did Mattel fail China?
When Mattel entered the Chinese market for the first time, it encountered major difficulties due to lack of localization, overestimation of its brand popularity, wrong pricing strategy, and failure to understand the different perception of toys and Chinese culture in general.
Why is Barbie not so popular in China?
In China, Barbie is simply a doll. She is not associated with any cultural significance for Chinese girls or young women. Since Barbie is not a cultural icon in China as she is in America, Chinese consumers couldn’t care less about Barbie-branded products. “The concept of the store is wrong,” as Crispell pointed out.
When did the House of Barbie in Shanghai close?
Last March, American toy maker Mattel closed its first flagship Barbie store – the House of Barbie – in Shanghai after two years struggling since opening in 2009. Mattel invested over $30 million in the House of Barbie in celebration of the American iconic doll’s 50 th anniversary.
What did the first Barbie doll look like?
Influenced by the movie stars of the 1950s, the first Barbie doll was fully made up with red lips, black eyeliner and perfectly arched eyebrows.
What went wrong with the House of Barbie?
Recently, I spoke to the general manager of Barbie Shanghai, Gar Crispell, about what went wrong with the House of Barbie and what lessons can be drawn from that experience. The first mistake Mattel made, in my opinion, is to have a standalone store before establishing Barbie as a strong brand in China.