How Did The Brand Culture Of Tai Zi Long Dress Become?

　　 Prince Dragon Holding group is a famous Chinese enterprise, and its "Prince dragon" brand has grown into "China famous trademark" after 11 years of development. As the core and frontline of the whole company, the business management and brand image are increasingly regarded as the first indicator of survival and development. Brand development Nuclear power. In order to enhance enterprise management, create brand image and create a bright future.

The company is in line with the new concept of "creativity, innovation and creation". It involves three major fields, including animation production, derivative products and children's clothing. The company adheres to the advanced thought of "first brand, then animation", and successfully creates the image of the cartoon star "Dragon Prince", and tailor the Dragon Prince 3D series to highlight its personality and character. Later, we developed Dragon Prince's derivative products and Dragon Prince's children's clothing, and truly committed to the meticulous construction of "Dragon Prince's growing world", which is a pioneer of Zhejiang's cultural industry.

"Dragon Prince" series "dragon vein Legend - Ancient Chinese scientist's story" has been broadcast on CCTV children's channel since June 28, 2008, and let two protagonists "Dragon Prince" and "dragon Bei Bei" go deep into the hearts of children at one time. Less than a year after the official broadcast, children's clothing has been sold for tens of millions of yuan, and the venture capitalists who heard the wind have broken the threshold.

The cost of making tens of thousands of dollars per minute, animation is really "burn money".

In the first half of 2008, the legend of dragon vein was launched, and it was recommended by the State Administration of radio, film and television as an excellent domestic animated cartoon.

But how much did "Tai Zi Long" pay for it? For the cost of the movie, "we have already broadcast more than 150 episodes, with a total of more than 3000 minutes, plus about more than 10 thousand yuan per minute." Xu Yongji, chairman of Zhejiang Tai Zi Long Culture Communication Co., Ltd., told reporters that "the copyright fees of major TV stations are almost negligible - they can be broadcast to you."

No money, no animation, this is a truth that has been proved many times. Why is a clothing business originally a business man's clothing the main reason to burn money to create cartoon stars?

Prince Taizi group, the parent company of Dragon Prince, is one of the first companies to put forward the concept of "business men's clothing" in China, and has pioneered the use of actor actor Jiang Wen to endorse the image. It has enjoyed considerable popularity in China, and its annual sales of clothing are about 1000000000 yuan.

But in recent years, with the frequent emergence of brand names and intensified competition in the field of business men's wear, the company's top executives have put forward higher requirements. They should "make the brand into culture and guide the brand with culture". After many choices, they cut into the animation field that can be combined with clothing quickly.

Animation broadcast half a year, children's wear Nuggets 30 million

Although animation is "burning money", if the business mode is right, the potential for making money will soon appear.

"We take the creative industries to drive traditional industries, and the strategy of animated stars to drive children's clothing sales is gradually accepted by more than 3000 franchisees, and it is known to 90% of the country's cities and counties." Xu Yongji told reporters.

With the birth of the cartoon star "Dragon Prince" and "dragon Bei Bei", the cultural brand of Prince Taizhong "Dragon Prince" and "dragon Bei Bei" came into being. Cartoons were broadcast in June 2008, when the prince of dragons and dragon Bei Bei. Children's wear In the trial operation, it achieved a sales performance of about 30000000 yuan. It has laid a good foundation for the introduction of other derivatives.

At present, "Dragon Prince" has more than 100 stores, mainly concentrated in the Yangtze River Delta region. According to the company's plan, the number of stores will reach 150 in 2009 and more than 500 in 2010.

To cope with this scale, the Dragon Prince cartoon brand has led the animation research and development team and the children's clothing research and development, design, production and marketing team to more than 1000 jobs, and the number is still increasing.

In 2009, the company's great animated cartoon "dragon vein Legend - Ancient Chinese scientist's story" and 3D animation short film "Dragon Prince" have been broadcast on more than 200 national TV stations. At the same time, it will continue to play on more than 200 bus ports and mobile TV, and enhance the popularity of Dragon Prince.

Derivatives are "productive and linked".

Xu Yongji often studies famous cartoons in China, learning from experience and observing weaknesses. In his view, the promotion of "Happy Goat" animated film is well done, but landing is not enough.

"It's a pity. When animated cartoon is broadcast, it can't find any place where it can buy derivative toys. And it's really hard to make money, depending on copyright fees.

The success of animated cartoons is multidimensional. Even if the blue cat like "blue cat naughty 3000 questions" is red and purple, there are thousands of related stores in the country, and it has not been successful. The problem of "blue cat" is too fast. Franchisees are too heterogeneous and have no unified management. In the final analysis, they are not familiar with the management of chain stores.

It is very important to change the cartoon industry's "embarrassment of production and chain free" through the creation of cartoon star image, the development and operation of derivative products. But creating a complete animation industry chain is extremely difficult.

Yes Clothing industry Very aware of Prince Tai Lung chose to break through children's clothing first, as for the development of other books and magazines, stationery toys and so on, Xu Yong Ji said, those must be done, but slowly, because we are not familiar with.