Children's Shoes And Clothing Animation Marketing, Enhance Personalized

In the knowledge economy era, cultural and creative industries have attracted much attention. Shoes and clothing In the fast growing period of brand consumption, in the competitive market field, the Quanzhou children's products industry is developing into a trend with the animation brand developing personalized marketing.

Recently, Fujian Europe and the Dragon Group announced that its children's products brand will join hands with the Shanghai Film Group jointly to launch the third big ears Tutu, and will broadcast in CCTV and local TV stations for three consecutive years. Chen Zhongshi, chairman of the European and American dragon group, told reporters: "as is known to all," big ears Tutu "is a cartoon that is popular with Chinese teenagers and children. It has a very high audience rating. The lovely image of big ear Tutu has penetrated into every child's heart, and cooperated with the domestic independent cartoon brand. On the one hand, it can not only build up the image of the brand by the big ear Tutu, but also drive the diversified development of the independent cartoon brand in China.

In fact, hand in hand animation industry to avoid homogenization competition has become a child. Supply enterprise New choices in recent years. Using anime to enhance product competitiveness has been a successful example in Quanzhou. In 2008, Quanzhou Zi Yan light industry, a bag enterprise for Disney and Bobbi's OEM processing, suddenly invested 180 million yuan to invest in the animated series "swallow tail man", thus deriving a toy chain, toys, clothing, stationery, children's sporting goods and multimedia industry chain, and drove the enterprise to transform from the product manufacturer to the brand operator. Subsequently, Huarong group was authorized by Haier group's animated cartoon brand, so the trend of developing animation market with animation was intensified.

At the beginning of this year, the animated movie "Jamie bear" has just been finished playing on CCTV children's channel, which has aroused widespread concern in the industry. Next, the film will also be broadcast on more than 200 TV stations, including Beijing TV, Zhejiang satellite TV and Hunan satellite TV. As the first one to build the animated cartoon with the name of "Jamie bear" from the Fujian independent children's wear brand, and the premiere on CCTV, Quanzhou Sheng Ke shoes and Garments Co., Ltd. pioneered the industry's true meaning of animation marketing.

Recently, China's Shishi small leather clothing Weaving Co., Ltd., Quanzhou Kungfu Animation Co., Ltd. and CCTV Animation jointly produced in China. Children's wear The industry's first 3D animated cartoon "Xiao Pi Pi" has also unveiled its veil. Huang Qingmiao, chairman of Shishi little leather garment Weaving Co., Ltd., pointed out that enterprises will enter the era of "animation marketing", with "little play leather" as the carrier, and comprehensively enhance the brand awareness and reputation of small naughty, and enhance the brand influence of little naughty.

In addition, since the five Kingsoft Jin Jin, Weiwei, Kaka, West and dragon dragons are released, the cartoons of the same name will soon be released as the script of the five dragons. Jinjiang Jinwei sporting goods Co., Ltd. relevant responsible person said, the five dragons animation design is the core link of Kasiron brand promotion. Around this center, Kasiron will apply the image shaping and product development to the animation industry development and other fields, and open brand new era of animation marketing.

Zhang Yanli, general manager of Datang International, said that the product placement strategy of cross industry and strong cooperation, and the use of animation tools for product marketing, will make the product more relaxed and pleasant cultural connotations, and more easily accepted by consumers. It can help enterprises develop rapidly. Some professionals also pointed out that the brand marketing of children's products is still at the initial stage in China, and the manufacturers lack systematic understanding of brand marketing, and are still in the stage of establishing cartoon images simply. "Enterprises often focus on the application of table level instead of deeper connotation. Due to the lack of in-depth understanding of cartoon images, many enterprises only use LOGO and avatar in the use of cartoon images. In the combination of cartoon playing, embedded marketing, combining with the development and operation of cartoon follow-up product chain, promotion strategy and terminal promotion, combined with cartoon character's sexual characteristics and preferences for developing new products, it often becomes a big weakness. Enterprises have spent huge amounts of authorization fees, but the effect is not satisfactory. Zhang Yanli said.