Jinjiang Children'S Shoes Industry Looks For Rainbow After The Feast (1)

In a showroom on the first floor of a children's shoe company in Jinjiang, the huge posters of Altman, flying girl, rogue rabbit and other cartoon characters do not know when they have been quietly removed. The remaining "Babu dog" is extraordinarily cold compared with the previous prosperity.

The cartoon image used to be a sharp weapon for Jinjiang children's shoes and clothing enterprises to open up the market. However, after a vigorous cartoon feast, the enthusiasm of Quanzhou children's products industry to integrate cartoon brand resources has been getting lower and lower.

After the cartoon feast,

Today, the children's products industry in Quanzhou still remember clearly the order meeting of Wan Tai Sheng in 2008.

At the order meeting, Wan Tai Sheng released its integration plan, including all its animated images in the living hall, and named it "cartoon Carnival".

Wan Tai Sheng has also opened the curtain of large-scale integration of cartoon images in Quanzhou children's products industry.

In the use of cartoon characters, for many years, Wan Tai Sheng has gained a lot.

From the end of the 90s to the end of last century, Wan Tai Sheng has obtained the authorization to use Altman, the flying girl, the hooligan rabbit and other cartoon characters, and different cartoon images are aimed at different groups.

Among them, Altman aimed at the little boy, flying small female policewoman against the little girl.

Previously, these cartoon characters were basically fighting for themselves, and with the launch of the Wan Tai Sheng cartoon Carnival program, Wan Taisheng began to consciously mix the cartoon image.

Although the action is frequent on cartoon, this does not mean that Wan Tai Sheng intends to strengthen the status of cartoon in his company strategy.

Lin Weisheng, general manager of Wan Tai Sheng shoes and Garments Co., Ltd. believes that with the development of the market, the role of cartoon image is being weakened, and the integration of all cartoon images is mainly aimed at weakening the influence of single cartoon image and strengthening the brand image of cartoon carnival.

According to the idea of Wan Tai Sheng, this cartoon pformation is downplayed.

A person familiar with the matter told reporters the story.

Ideally, each cartoon brand has different positioning, and can form complementary advantages under the family of cartoon carnival, but in fact it is not satisfactory. In the operation of the cartoon carnival, there are difficulties in team management and funding, and the four brands are run by the same group.

In other words, changing the soup and dressing up has created an awkward situation for "children to grab food for their children".

In the end, the company has to cut down the cartoon brand one by one, leaving the only "child" to support well.

On the ground floor of Quanzhou, another children's shoe company has once had the same ambition as Wan Tai Sheng.

However, when the foot friend found this idea too idealistic, he resolutely abandoned the cartoon carnival, which was quite popular in the industry at that time.

Ma Feng Feng, a professional manager who was in office, felt that instead of spending a lot of manpower and material resources on these cartoon images, which led to the company's laborious efforts, it was better to abandon the cartoon brand and attack its own brand.