Cartoon Implants, The Next Red Sea Of Jinjiang Enterprises?
1999年,安踏率先請(qǐng)孔令輝做代言人,打響了進(jìn)軍國(guó)內(nèi)市場(chǎng)的第一槍,品牌效應(yīng)立顯。至此,晉江鞋企便紛紛攜手“大明星+大媒體”登場(chǎng),大約有40個(gè)品牌扎堆,掀起一場(chǎng)震驚產(chǎn)業(yè)內(nèi)外的轟轟烈烈的造牌運(yùn)動(dòng)。
目前,特步引入迪斯尼的米老鼠、唐老鴨等卡通形象;三斯達(dá)取得了騰訊QQ的授權(quán),將QQ企鵝形象用于Q-sport產(chǎn)品開發(fā),卡通植入和卡通代言正在晉江企業(yè)中興起。目前人民幣匯率上升,晉江企業(yè)的出口外貿(mào)市場(chǎng)進(jìn)一步緊縮,卡通代言會(huì)不會(huì)是晉江企業(yè)正在興起的一片新的紅海?
Get together: Jinjiang enterprises all the way to the Red Sea
宋元時(shí)代,作為“海上絲綢之路”起點(diǎn)的福建省泉州港就被冠以“東方大港”的美譽(yù)。很多晉江人也是經(jīng)由這條通道漂洋過(guò)海外出謀求生計(jì)的,今天晉江旅外僑胞和港澳臺(tái)同胞200多萬(wàn)人。源遠(yuǎn)流長(zhǎng)的對(duì)外商貿(mào)活動(dòng),造就了晉江獨(dú)特的人文環(huán)境和商業(yè)文化。
上世紀(jì)70年代,從海外寄回來(lái)的洋貨,有些人用不完就偷偷拿去賣,一些“地下作坊”開始仿冒洋貨。改革開放的東風(fēng)剛一吹起,晉江人的經(jīng)商潛能便迸發(fā)出來(lái),一些晉江人利用“三閑”(閑人、閑房、閑錢)聯(lián)戶辦企業(yè)。
上世紀(jì)80年代初,晉江企業(yè)依靠幾支錘子、幾把剪刀、幾臺(tái)縫紉機(jī)起步,從事投資少、技術(shù)要求不高的拖鞋、硫化鞋生產(chǎn),企業(yè)以家庭作坊式為主。
進(jìn)入上世紀(jì)90年代后,面對(duì)競(jìng)爭(zhēng)日趨激烈的國(guó)內(nèi)市場(chǎng),晉江制鞋業(yè)開始通過(guò)嫁接外資,引進(jìn)國(guó)內(nèi)外先進(jìn)生產(chǎn)設(shè)備,走增資擴(kuò)股、規(guī)模擴(kuò)張之路。那時(shí),受市場(chǎng)變化影響,晉江很多企業(yè)為國(guó)外企業(yè)貼牌生產(chǎn),賺取微薄的利潤(rùn)。雖然從仿造加工到貼牌生產(chǎn),某種程度上也是產(chǎn)業(yè)前進(jìn)的標(biāo)志,但是晉江企業(yè)也從此進(jìn)入了扎堆、同質(zhì)化競(jìng)爭(zhēng)的紅海搏殺時(shí)代。
隨著大規(guī)模的設(shè)備引進(jìn)和技術(shù)改造,晉江制鞋技術(shù)裝備水平在上世紀(jì)90年代中后期居全國(guó)領(lǐng)先地位,加工能力和技術(shù)水準(zhǔn)、產(chǎn)品質(zhì)量能滿足一些國(guó)際品牌的需求,陸續(xù)有不少?gòu)S商取得為國(guó)際品牌做OEM(貼牌加工)的資格。此時(shí)外單迅速增加,許多晉江制鞋企業(yè)在這一階段完成了資本的初始積累。
1999年,安踏率先請(qǐng)孔令輝做代言人,同時(shí)在央視等主流媒體高頻率播出安踏的廣告片“我選擇,我喜歡”,從此打響了晉江進(jìn)軍國(guó)內(nèi)市場(chǎng)的第一槍。自此,晉江鞋企均紛紛掉頭轉(zhuǎn)攻國(guó)內(nèi)市場(chǎng),晉江“明星+央視”的品牌模式開始出現(xiàn),大約有40幾個(gè)品牌扎堆,掀起一場(chǎng)震驚產(chǎn)業(yè)內(nèi)外的轟轟烈烈的造牌運(yùn)動(dòng),同質(zhì)化產(chǎn)品的同質(zhì)化市場(chǎng)策略模式,進(jìn)一步加劇了晉江企業(yè)的競(jìng)爭(zhēng)激烈程度,越來(lái)越多的企業(yè)在紅海中相互殘殺。
2000年至今,晉江企業(yè)之間的品牌戰(zhàn)愈演愈烈。目前卡通植入作為晉江品牌營(yíng)銷的一個(gè)新趨勢(shì)正在興起,繼特步引入迪斯尼的米老鼠、唐老鴨等卡通形象;三斯達(dá)取得騰訊QQ的授權(quán)使用QQ企鵝形象,用于Q-sport產(chǎn)品開發(fā)之后,匹克集團(tuán)于2008年3月在“全球訂貨會(huì)”上也推出卡通形象代言人“皮皮”和“可可”兩只卡通螞蟻。
成人體育用品領(lǐng)域?qū)ㄍㄐ蜗蟮倪\(yùn)用力度開始加大。從晉江企業(yè)扎堆的傳統(tǒng)模式來(lái)看,我們難免擔(dān)心:卡通植入或許將是晉江企業(yè)的下一片紅海。
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