Footwear Industry, Relying On New Animation Carrier To Build Brand

With the influence of animation, we will introduce derivative products such as shoes, bags and bags.

For example,

Idea of International Foundry

Quanzhou Zi Yan Light Industry Co., Ltd., which has been established for more than 20 years, has been "OEM" and has been producing and processing derivative products for world-famous animation brands such as Disney, Bobbi doll and Dora A dream.

Zi Yan's light industry output is large, but because of its own brand, it is difficult to form a strong influence in the industry.

"A product that sells twenty or thirty yuan here will sell for two hundred or three hundred dollars abroad."

Zi Yan, general manager of light industry Huang Genggeng, said that this gave her the idea of owning her intellectual property rights.

In 2008, Huang Genggeng boldly changed his mind and set up a wholly owned subsidiary, Fujian Zi Yan Animation Technology Co., Ltd., which spent 180 million yuan combined with the Shanghai art film studio to produce a large-scale sci-fi serial animated cartoon Swan knight.

The emergence of "swallow tails" is not only the first step of Zi Yan animation in the animation industry, but also the turning point of the upgrading of the light industry of Zi Yan, the parent company, and the realization of cultural value-added.

20 years of accumulation

This summer vacation, the 26 episode of the swallow tails has been released in CCTV.

Taking the haze culture in Quanzhou as the background, the film tells about the adventures of the swallowtail brothers, Lei Lei and Xin Xin, who returned to the Song Dynasty to fight against evil forces and defend the earth bravely.

Advocating scientific civilization and promoting righteousness through science fiction themes not only reproduced the prosperity of Quanzhou during song and Yuan Dynasties, but also displayed the traditional culture of Quanzhou and ancient Chinese civilization.

Zi Yan animation first shot animation, made gratifying results.

The swallowtail is not only the first batch of excellent domestic cartoons recommended by SARFT in 2011, but also the first and only intellectual property animation that has been recognized by the state in Quanzhou.

The cartoon, which carries the traditional Chinese culture, has won widespread attention and praise since it was launched. It also won awards in the domestic authoritative Animation Festival: in August this year, it was selected as the eighth golden animated dinosaur prize of the Changzhou international animation art week. In September, it won the "Western Animation Festival" award for outstanding animated series. It also won the "Golden Dolphin" award of the fourth Xiamen International Anime Festival "best TV series animated cartoon".

Huang Genggeng said, at present, the "swallow tail man" in the nationwide distribution and promotion work has been launched in full swing, is actively negotiating with the dozens of excellent children's channel and other advantages of the media, and gradually spread the swallowtail cartoon to all parts of the country, to expand the "swallow tailed Knight" animation derivative products.

With the successful production and broadcasting of animated cartoons, Zi Yan began to usher in the harvest of business.

Relying on more than 20 years of advantages and strength in research and production of derivatives, Zi Yan has developed and promoted its own brand of "swallow tails" and "KOKO cat" by making its own animated cartoon, and has developed a comprehensive industrial chain integrating animation, shoes, clothing, toys, stationery, bags and other animation derivatives.

Take the road of brand authorization

In the development of e-commerce platform, Zi Yan company relies on Taobao mall as main business window to sell its own brand animation derivative products, including shoes, clothes, stationery and toys related to swallow tails.

At present, the company's independent research and development of animation derivative products through the network sales has achieved considerable sales performance, has set a record of ten yuan a day sales.

"This year's" singles day ", the product of the single swallow tailed knight, sold nearly 7000 pieces, earning hundreds of thousands of yuan.

Huang Genggeng optimistically predicted that sales could reach 12 million yuan to 15 million yuan by the end of this year, or 30 million yuan to 35 million yuan by the end of 2012, or 80 million yuan to one hundred million by the end of 2013.

With its own brand, Zi Yan began to promote brand authorization in the international market.

At the Hangzhou Animation Festival in 2011, Zi Yan animation signed a Canadian general agency contract with Canadian celago company for derivatives and image copyright, which amounted to $2 million.

The company has worked with chibralicoml.Imp.E.EXP Brazil to sell its own brand derivative products, such as swallow tails and KOKO CAT, to Brazil with sales of $1 million 500 thousand.

At present, the authorized agency agreement of image copyright in Brazil, France and Turkey is under negotiation. The authorized cooperation between the company and ASEAN is also in the process of deliberation.

Huang Genggeng expects that within three years, the company will extend the brand scope of the swallowtail brand to more than ten countries.