Casual Wear, Cartoon Image, Product, Cold Reception

This summer, casual wear brands frequently launch cartoon image products.

Many brands push cartoon costumes.

After cooperating with One Piece's cartoon image, Baleno, a casual wear brand, began selling its brand products quietly in some stores in Beijing.

One Piece, as a hot animation in Japan, is also popular among young people in China.

Baleno is paying attention to this, and the cartoon characters and related logo as a series of T-shirts have been launched this summer.

But this series of products is not seen in every exclusive store in Beijing.

Reporters in Xidan's new generation of five Baleno counters found "One Piece" series T-shirts.

After market observation, it was found that the pattern of the "One Piece" series of clothing was about 10 kinds. Many young people saw the new clothes clearly, and the young people came to the counter to ask the placement of the One Piece "series" clothes directly.

From the salesmen's mouth, we know that the products of this series are very good at the time of initial listing, but due to the lack of timely updates, the sales volume has not much advantage compared with other categories of clothing brands.

The cartoon image as a series of patterns printed on T-shirts has been widely used by many famous casual wear brands.

In addition to its cooperation with One Piece, this summer, Baleno has also launched a series of costumes featuring the familiar cartoon characters such as "Duo A dream" and "Toy Story".

In collaboration with the famous Chinese film studios in Shanghai, the DreamWorks in the United States and the San Li Gu in Japan this summer, Metersbonwe launched a series of T-shirts belonging to Chinese characters, such as "black cat Sheriff", "Na Zha", "Monkey King", and currently the hot "monster Shrek", "Kung Fu Panda", and Japan's "HelloKitty".

Metersbonwe said it hopes to borrow these famous cartoon characters to make its brand image younger.

UNIQLO, as a Japanese brand, is more inclined to cooperate with its well-known cartoon characters.

At the UNIQLO store in Beijing, the reporter saw that the "EVA" and "Gundam" popular in Japan, and the most classic "seven dragon balls" and "Arale" images in Japanese animation history became the main design of their costumes, and the world-famous cartoon characters such as "Star Wars" and "Mickey" were also placed prominently in the store.

What audiences need is experience.

A cotton T-shirt is sold for hundreds of dollars because of a cartoon design.

Consumers also need to take pains to go to different stores to "scour goods".

The operation mode of the joint cartoon image means that the business is clear about the location of the customers, while the consumers get a psychological experience of the cartoon complex represented by the merchandise, not a vest itself.

Fashion brands have been married for a long time.

In the context of the global financial crisis in 2008, the efficiency of the entertainment industry was against the trend. The "11th Five-Year" plan took the cultural industry as an important measure to adjust the economic structure. After the promulgation of the national cultural industry revitalization plan last year, more and more enterprises began to engage in the production of related cartoon products.

But at that time, the earnings were not as high as expected.

The reason is that the positioning of such products is not accurate.

The analysis points out that the marketing mode of cartoon costumes should be more inclined to "experiential marketing", that is, products that should be produced are compatible with the needs of consumers, and touch their inner feelings and emotions.

The age area of consumers who love this kind of clothing is mainly in the range of teenagers, so the image of their combination must naturally aim at the content of young people today.

Taking Metersbonwe as an example, the cooperation with Transformers 2 in 2009 was also the first attempt by Metersbonwe to cooperate with cartoon images, and found that the market's response was very good.

Metersbonwe said that after that cooperation, they began to think about the problem of consumer demand, and found that consumers had many emotional appeals but could not express them. The first successful cooperation also indicated that T-shirts are a good carrier to enable consumers to express their feelings, attitudes and positions.

In this way, it is easy to get consumers' sense of identity by setting up their own brand and customer orientation.

At present, clothing manufacturers pay more attention to creating cultural atmosphere.

The cooperation between Baleno and One Piece is the embodiment of the popular Japanese manga.

And Metersbonwe returned to the mainland to regain national classics, introducing Sun Wukong, black cat sheriff and Na Zha and other animated images as "trend Representatives".

People often sigh that modern trend culture has subverted traditional culture, and let childhood animation return from memory, so that consumers can feel the distant national feelings.

UNIQLO's "seven dragon balls" and "Arale" series have the same effect.

Businessmen have high expectations for the future of the cartoon clothing market. It is believed that both the foreign and national cartoon characters can actively cooperate with them in order to represent the trend culture and the cultural needs of the target consumers.

Expensive reason

For Baleno's "One Piece" pattern T-shirt, consumers think that the average price of a T-shirt is about 120 yuan.

On the Internet forum, some netizens pointed out that "the design is beautiful, but the price is more expensive", "20 yuan of clothing sold to more than 100 yuan".

Beijing Dacheng Law Firm Liu Shijie told reporters that the current mode of cooperation in the market is mostly "authorized, licensed" way.

That is, the owner of the cartoon image will grant the right to use his image product to a clothing brand and charge a certain fee.

And then after the sale of clothing, a certain divide.

The way of authorization is also divided into two kinds: exclusive license and general authorization. The exclusive authorization is to literally understand that its cartoon character can only be sold by a brand, and the fee of authorization is also high.

While ordinary licensing can be produced and sold by several brands, the cost is naturally low. However, in order to avoid the flooding of the brand image in the market and the confusion in cooperation, it is not conducive to management. The number of authorized brands in general is also 3-5.

At the same time, the choice of authorization mode is also a consideration for the influence of cartoon image. Although One Piece is a household image in Japan, it is still an image product jointly owned by Baleno and UNIQLO brand. It shows that merchants do not have enough confidence to buy out their exclusive license.

The empowerment fee of cartoon image is the main source of the increase of costumes cost.

A clothing market employee said that a quality T-shirt costs only a few yuan, and the quality is better in dozens of dollars.

The marked price of 120 yuan still has huge profit margins.

Because of the serious copyright problem in the clothing market in China, high imitation clothes will soon be on sale after the clothing is sold, which will greatly affect the sales of the genuine clothing.

Therefore, in order to ensure a certain profit for the authentic clothing, the price should be raised slightly.

But raising prices is certainly not the best solution.

Liu Shijie said that it is probably a more reasonable way to safeguard the rights and interests of his own clothes by improving the differences of his clothes and making his clothes impossible to imitate.