Shoe Business Cartoon Carnival Gradually Curtain Call

　　 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, where is the way of Jinjiang children's products industry? There are various signs that Jinjiang children's products enterprises are more and more focused on building their own brands. Meanwhile, the concept of "children's living hall" is rapidly permeated in Quanzhou children's products industry, and children's shoes, children's clothing and other children's products terminal changes are quietly forming.

Cartoon Carnival gradually curtain call

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, why did this cartoon fade strategy of transformation fail?

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.

　 Children's life hall arises at the historic moment

The cartoon Carnival explores the thorny road. When many people are watching this mode, a new terminal marketing mode of children's products industry arises at the historic moment -- life hall.

Recently, at the new conference of Bumblebee children's products Co., Ltd., as the latecomer of Jinjiang children's shoes, the conference of wasps was not concerned by the industry. Surprisingly, in this low attention conference, Hornets launched their own "children's living hall", which was introduced into other children's products such as life hall, children's wear, toys, stationery and so on.

Coincidentally, at the beginning of spring, many two or three line cities in China, like flowers blooming overnight, increased dozens of children's living rooms. This year, foot friends will focus on the two or three line cities to increase small and medium-sized children's living rooms. These shops are closer to the living area, with a moderate area, but they are definitely the priority choices for mass consumer shopping and have a strong profit margin.

In order to enhance the confidence of agent franchisees, all of you have put on more products in 2010. The children's life hall will provide one-stop shopping service for 0~16 year old people. With children's shoes and clothing as the leading factor, toys, schoolbags, stationery and other products of various categories can be assisted. Through the diversification of the exclusive store profit system, the franchisee's single store profits will be in good condition. At the same time, a number of Quanzhou enterprises, including Jinwei, are also interested in building their own "children's living hall" system through the combination of several kinds of children's products. There are indications that the concept of "children's living hall" is rapidly permeated in the children's products industry in Quanzhou, and children's shoes, children's clothing and other children's products terminal changes are quietly forming.

No one can deny that children and teenagers in China have gone through the comic age. At the same time, almost all children's clothing and children's shoes are brand names with cartoon images in the occupation of children's products, such as Altman and Mickey Mouse cartoon characters. However, after a few years of popularity, some enterprises are not just relying on a cartoon image to beat the world.

The current children's products industry is facing a common theme in the domestic market. Some enterprises have begun to abandon the old concept of "all comics will be able to sell", but focus on brands. This is a new starting line. It requires not only quality inspection, but also a spirit of individuation and innovation. "Children's life hall" came into being under this background. Because of the emergence of the "living museum", the terminal mode, children's shoes, children's clothing, toys and bags are being integrated into the same eaves.

Life hall or brand display stand?

As the latecomer of the domestic shoe and clothing industry monopoly mode, Jinjiang children's shoes enterprises are still in the initial stage of monopoly mode, almost all have the same headache: the terminal network construction is seriously lagging behind, the bulk outlets under the original wholesale mode, the sales of children's shoes category and brand number are numerous.

This is the reality of children's shoes market, but also the helpless brand of children's shoes. However, they really expect to start the new terminal mode by integrating the transformation and upgrading of the excellent cartoon brand, but they have not been able to do so. However, the exploration of the life hall has just begun.

Many Jinjiang children's shoes brands have made bold attempts to create various kinds of children's products living hall through the rich products brought by integration. The prototype of a large comprehensive children's products living museum with brand personality is displayed in front of us. Such a living hall is not only a window for the display of brand products, but also a platform for displaying the brand personality. The experiential terminal mode may be a shortcut.

This season, the first leopard children's health experience museum will meet with consumers. In the national monopoly system that will be rolled out by the leopard brand, it will introduce the "healthy experience" marketing mode, so that more parents and children can understand and feel the humanized care of leopard products.

Katin will also introduce the monopoly system of Katy junior sportswear and leisure at the terminal, and create a Katy China Youth life hall to enter the domestic market across the board. Quanzhou Yong Gao Ren sporting goods Co., Ltd. also successfully launched the "Y-16 youth sports hall", developed shoes, clothing, sports equipment, cultural products, toys and other integrated products, making it a "90 after" new generation living museum...... Although the building of children's products life hall is never completed overnight, at present, the agency of children's shoes has less liquidity, less talent, and the primary business approach. Moreover, the terminal store brand is miscellaneous, thin, and poor in coordination, so it is necessary to guide them to channel transformation for a longer time.

"However, at the beginning of the upgrading of the monopoly system, Jinjiang children's shoes may try to create a platform for displaying the brand personality through the scene and atmosphere of experience, and perhaps get more consumers' eyeballs and convey the brand idea." Many bosses of children's shoes in Jinjiang share similar ideas.

"All along, leopard has positioned its brand as a healthy brand in the children's footwear industry. I think, at the same time of brand promotion, the use of monopoly platform, so that "health" imprint in the hearts of consumers more profound. Zhang Fengyuan, vice chairman of leopard sporting goods Co., Ltd., is very much aware of the role of experiential marketing.