Quanzhou Shoe Enterprises Try Animation Marketing

The toy industry tries to "play" animation, children's shoes enterprises hand in hand animation, clothing industry to rely on anime spokesmen... Seeking cooperation with animation has become the fashion of traditional industries in Quanzhou. But in the process of cooperation between traditional industries and animation industry, there are also many "disjointed" phenomena. How can we achieve effective cooperation?

Demand can not butt up cooperation.

Moderator: how do we see the disconnect between the demand for traditional industries and the design of animation companies?

Chen: animation depends on cartoon. Cartoon depends on the plot. In today's animation industry in all parts of the country, Quanzhou should combine its advantages with the animation industry, and pay attention to the extension of the industry chain, such as clothing and footwear industry.

The marriage animation industry is only part of the upgrading of traditional industries. For the traditional industries in Quanzhou, it is the long-term goal of enterprises to expand the brand by the animation industry.

Li: at present, the Quanzhou enterprises involved in the animation industry are mainly concentrated in shoes and clothing, food, bathroom and other industries.

However, the local animation industry has just started, and there is no mature animation company or creative enterprise. There are still some disjointed links in the design, production and operation of the animation industry chain. The cooperation between most enterprises and creative companies is still at the beginning and running in stage.

Yang: the disconnection between traditional industries and animation industry is partly caused by the lack of talents. The development of animation industry needs to be "smart" first, that is to say, it is easy to find investors if there are good ideas and good design.

At present, due to the lack of professional animation design talents, the cooperation between most traditional manufacturing enterprises and animation enterprises in China basically stays in outsourcing business, and the scale of cooperation is also small.

This way of cooperation can not really combine the professional degree of animation industry with the sensitivity of the market, that is, the combination of R & D design and market operation, and it is difficult to embody more cultural connotation for the enterprise's own cartoon image.

At present, the industry has not yet formed a complete industrial chain in our city. For this reason, in recent years, many traditional manufacturing enterprises have come to Xiamen and other cities to seek more mature animation company cooperation.

The key to the development of animation industry lies in talents.

Host: can we combine the successful cases of other cities in China, and talk about what we should pay attention to when we cooperate with traditional industries and animation companies in our city?

Li: the animation industry design of a city should be seamlessly butted with the needs of traditional industries. The advantages of the city's environment and educational resources play a hematopoietic function. For example, the development of Xiamen's animation industry is also beneficial to the combination of its urban taste and the animation industry, and at the same time, it provides intellectual support to universities such as Xiamen University.

The city's private capital is strong, and the "short board" of developing creative industries lies in talent resources. Therefore, the key to success or failure of creative industries lies in how to rely on preferential policies to introduce high-end talents.

Yang: enterprises should not only stay in the stage of implanting cartoon images in the products. In the case of capital permissible, enterprises should give due consideration to investment animation software development, animation production, promotion, sales and other cooperation modes.

Before that, an enterprise in Jinjiang collaborated with the Software Institute of Xiamen University in the development of animation. According to the plan of cooperation, enterprises mainly provided office facilities, equipment and part of the way of cash input. The cooperation was combined with the development of virtual reality and embedded software to form animation products with independent intellectual property rights while carrying out animation design.

As long as a product has been recognized by the market, its earnings must grow at a geometric level. This is why companies invest heavily in this industry.

From the input point of view, the cash expenditure of enterprises is not much, but it can open up a completely new direction. Relying on the scientific research strength of universities, it can avoid the risk of R & D, and it can be said that "small investment brings large profits".

Online game development

Gold for the future

Moderator: so, in the future, what kind of cooperation mode can our city enterprises become gold rush spots?

Yang: enterprise investment network game development, animation production, is a combination of traditional industries and animation industry gold rush point.

The cooperation mode between enterprises and animation companies in Shantou, Guangdong is very worthy of our reference. Local enterprises rely mainly on their own manufacturing and sales capabilities, acting as producers of animated cartoons or investing in online game development, and promoting the sale of traditional products with animation and online games.

The enterprises in our city can learn from their practices, increase the income of animation works, and promote sales of products, so that enterprises will gradually pform from "production" to "creation".

Chen: the animation industry is part of the cultural industry. Different cities and different resources decide different modes of developing the animation industry.

Many industries in Quanzhou can enter the cultural industry including animation industry, extend the industrial chain, highlight the aggregation effect of culture, technology and marketing, and create an industrial agglomeration park.