An Alternative Animation Company In A Garment Enterprise

In the Dongguan animation industry, Guangdong piglet banner Limited by Share Ltd is not the purest but one of the most successful enterprises.

The animation business, which has developed rapidly in the animation industry, is actually a professional children's clothing enterprise.

The company itself does not produce animated cartoons, but its cartoon image is red across the whole country, and promotes the selling of children's clothing and other related products.

When animation companies in Dongguan regard animation as a breakthrough in the industry, the development mode of piglet is not just for reference.

In the development mode of animation enterprises, there are only two most common paths.

One is to drive cartoon image marketing from top to bottom through animated cartoon production, and finally to spread out derivatives in a comprehensive way. Successful people are like happy sheep, and the other is from bottom to top, relying on the accumulation of derivatives and channels, and gradually advancing towards the original design and research and development of the upstream.

In this sense, the development mode of piglet is more of the latter.

In 1996, a children's clothing shop called "little pig banner" was officially opened on a busy street in Shilong Town, Dongguan.

In the past more than 10 years, the children's clothing brand that had been slightly decorated at the beginning of this shop has become the top three brand of children's clothing in China, and occupies a considerable position in the field of animation.

On the basis of children's wear, piglet has gradually developed a series of cartoon characters of "pig pig" series, and has achieved unprecedented success through several cartoons and TV dramas.

{page_break}

"From the perspective of the animation industry chain, derivatives are terminal products and profits."

Yi Shenglan, director of pig pig, said that little pig was started from children's clothing and developed a brand image by developing his own cartoon image product.

From the original children's clothing, to his cartoon image, and then to the cartoon image into the animated cartoon, piglet's bottom-up development mode coincides with the strong reality of Dongguan's manufacturing industry.

Tactics do not play animated films, but love to play roles.

Shooting animated cartoons is the dream of many animation companies. An animated cartoon can often produce an animation brand. The success of "pleasant goat" is a clear proof.

However, in the eyes of Piglet's decision makers, animated cartoon's role in a cartoon enterprise is not as important as imagined.

In the promotion of cartoon image, piglet is mainly achieved through cooperation with professional animation companies.

For example, through the cooperation with pig pig, in pig pig cartoon, pig pig takes his cartoon image Banna into the cartoon of pig like pig in the image, and plays the leading role in two of them, which has better promoted his cartoon image.

In addition, in the nationwide * * ed "family with children", pig pig helped Liu Xing to start the brand in the National Children's clothing field by providing costumes and other forms to the protagonist.

"Embedded animation is just like a shop, just a marketing means, not the fundamental purpose."

Yi Shenglan said.

In recent years, with the cooperation of several animation companies, * pig pig has gone deep into the animation field.

But until now, little pig has not made a cartoon of his own.

"We don't do animated cartoons, we just put in the characters."

Yi Shenglan said that the production of animated cartoons is not the focus of the pig, but the marketing effect of the brand.

The production of animated cartoons is not only a huge investment, but also a long cycle and high risk. Therefore, little pig is not directly involved in animation production. Instead, he chooses to cooperate with some powerful animation companies to implant roles in his cartoons.

Yi Shenglan said that at present, the cooperation between piglet and animation company is still at a superficial level. In the future, little pig will enhance this cooperation to a deeper level. For example, animation companies are going to write plays and role designs according to the idea of pig pig, but little pig will not intervene in animation production.

Dialogue with Yi Shenglan

Embedding cartoon and opening shop is brand strategy.

Making cartoons is not the purpose of {page_break}.

Reporter: in the animation industry, enterprises that develop to a certain stage will use the form of animated cartoon to further enhance the brand influence. Although the pig pig is a children's clothing enterprise, but in recent years, it has come to the top in the field of animation.

Yi Shenglan: animated cartoon really plays an important role in enhancing the animation brand.

Generally speaking, as long as the animated cartoon is successful, the entire animation brand and the whole enterprise will be successful.

In recent years, pig pig has also been involved in the field of animation. We have worked with some animation companies to develop their own cartoon characters, such as we and "

Reporter: just embedding the cartoon image?

Will you design a cartoon for your own playwright later?

Yi Shenglan: in terms of portraits, animated cartoon is just a way or channel to portray the image. It is not our ultimate goal, but a way of supporting brand marketing.

For example, when we first opened a store, the store could cover our audience on the Internet to the greatest extent. Besides selling products, it was also a way of marketing brand.

For pigs, cartoon is not the ultimate goal, but a means.

Opening a store is a brand marketing tool.

Reporter: how many stores are there at present?

Yi Shenglan: the latest statistics are more than 1500, most of which are franchised stores.

Reporter: in the field of children's wear, should pig be the first batch of stores to open stores?

Yi Shenglan: the first store of pig pig was in Shilong, Dongguan. At that time, we chose to be in the most prosperous section of Shilong, and did a very detailed market investigation on the shopping habits and purchasing power of the street consumers before deciding the location of the store.

For small pig, opening shop is not only a marketing channel, but also a brand marketing.

We have carefully designed the store's image and store layout to promote brand building.

Reporter: are there any other means of promotion besides the shape of the store?

Yi Shenglan: we never do hard advertising. We rarely advertise on TV.

This is because we have a very accurate market position for pig.

We sell more from culture, and do some activities that are very concerned about the consumer. For example, we implanted our brand in the family with children. The costumes of the protagonist are provided by us, paying attention to precise positioning and precise delivery.