Homogenization Of Children'S Shoes In Quanzhou Restricts The Development Of Enterprises

　　“童鞋在我國每年至少擁有380億元的市場規模。”面對這樣的分析，我市生產童鞋的企業家在感到發展潛力巨大的同時，也憂心忡忡，因為同質化制約著企業的發展。業內人士稱，將動漫人物及卡通玩偶植入童鞋生產設計中，是突破同質化發展的較好方式。

 　　   植入動漫擺脫同質化  銷售市場可增兩成

According to statistics, the number of children under 16 years of age in China is 380 million, accounting for 1/4 of China's total population.

If the average child consumption per child per year is 100 yuan, the domestic children's shoes market will have a scale of 38 billion yuan.

The increasingly expanding children's consumption market causes some children's shoes enterprises to blindly occupy the market, which brings homogenization to the development of the industry.

At present, the proportion of brand child shoes in the whole shoe industry is small, about 70% of children's shoes in the domestic market are non brand products, and 20% are imported brand children's shoes, and the domestic brand products are only 10%.

"And these 70% non brand children's shoes are the potential shares with the animation companies. The children's shoes with the same style and quality can at least increase the sales volume of 10% to 20% by implanting the cartoon characters that attract children's eyes. Making the brand become the urgent task for these enterprises to get rid of homogenization."

Yang Xiaoming, President of Fujian Shijia Mei Ying animation Media Co., Ltd.

"The competition of non brand children's shoes is not just about quality, but style design is directly related to sales performance."

Yang Xiaoming believes that the golden age of children's footwear industry in our city has also brought opportunities for the development of the animation industry. The children's shoes industry has begun to step out of the era of product oriented competition and is more concerned about the animation marketing and promotion of enterprises.

  　　  制作動漫形象廣告  投資較少見效更快

Implanting cartoon characters on children's shoes is the first time many entrepreneurs think of "empowerment".

"But how easy is it to win the empowerment of famous anime stars?

Last year, Huarong group was authorized by Haier group's animated cartoon brand, and only set up a cartoon industry Co., Ltd. that specializes in the operation of the brand. Huarong group has invested about 1 hundred million of it.

A child shoe company in charge of our city said that many children's shoes manufacturers optimistic about the development prospects of cooperation with the animation image, but because the investment and operation of the animation industry's capital consumption is huge, once the animation image and product design and production are out of line, the market operation capital planning is not in place, the quality of children's shoes is not good enough, and so on, if the money falls down, it may not see the matching economic benefits.

Under such circumstances, it is not surprising that enterprises cooperate with animation companies to develop their own cartoon images.

"This way can be personalized development for the main culture of children's shoes enterprises. Second, it can also replace celebrity endorsements, and directly compiling cartoon characters into advertising films."

Li Zhubing, general manager of Quanzhou Kung Fu Animation Design Co., Ltd., said that the virtual anime spokesperson has low investment risk and wide audience, and to a certain extent, the cost is lower than that of celebrity endorsements.

"Compared to spending huge sums of money in compiling animated cartoons, investing in animated image advertisements is more practical for children's shoes enterprises."

In view of the two forms of cooperation between children's shoes enterprises and animation companies, Yang Xiaoming weighed the pros and cons of the two: the cost of compiling animated cartoons is large, and the animations of just 20 episodes cost tens of millions of dollars. But after the completion of the animated cartoon, the partners can sell them to the relevant television media, while the production of anime advertising investment is small, and ordinary small animation companies can complete, but to put it in the TV media on a large scale, it will also cost a lot of money for enterprises.

"The key to choose the form of cooperation is to see the financial strength and long-term development plan of enterprises."

 　　   借鑒美日成功案例  擴大后期開發投入

"Anime depends on cartoon, cartoon depends on the plot."

In the Huada auditorium recently, Chen Shaofeng, a professor at Peking University, said that Quanzhou should combine its advantages with the animation industry and attach importance to the extension of the industry chain such as clothing and footwear.

The marriage animation industry is only part of the upgrading of children's shoes enterprises. For our children's shoes enterprises, it is the long-term goal of enterprises to make the brand by the animation industry.

"Due to the lack of more mature animation companies, there are often disjointed links in the design, production and operation of the animation industry chain. At present, the cooperation between most manufacturing enterprises and animation companies is still at the beginning and running in stages."

Li Zhubing said.

It is understood that in China, more than 80% of animation companies have animation production plans, no animation production and sales plan, and no animation marketing plan matching product marketing promotion plan.

The successful animation companies in the United States and Japan have planned the allocation of funds in the first, middle and later stages of the animation production, accounting for about 30%, 30% and 40% of the total amount respectively.

According to the proportion of fund allocation in the domestic animation enterprises, most of the funds were used in the early and middle stages, accounting for 25% and 65% respectively. Late investment, especially in the process of product development and brand authorization, accounted for only 10%. Some companies even had little planning and arrangement of the market operation capital needed later.

In the United States, authorized products developed, produced and sold by brand authorization amount to up to 60 billion US dollars. At least 3000 manufacturers in the world produce Disney licensed products.

Picacho, one of Japan's three major cartoon idols, has 1122 derivatives at home and abroad.