The Competition For Children'S Wear Market Will Be The Collision Between Culture And Culture.

　 　 Child enterprise "Get together" animation

Tianxiang Garments Co., Ltd., located in Wanjiang Industrial Park, Dongguan, will participate in the Animation Fair for the first time this year. Although it is very modest for the purpose of exhibiting, Pei Li, general manager of Tianxiang, is only learning, but from his words, he reveals that he wants to seek a strong demand for professional animation and original enterprise cooperation for the company's brand.

In fact, more and more domestic Children's wear The company takes a lot of money to hire professional animation teams to create exclusive cartoon images, and use children's programs to mobilize animated cartoons, cartoon manuals to a full range of animation marketing offensive.

In 2011, Li Guo joined hands in "Duo A dream" and "Transformers"; Taizi lung started the animated movie "Dragon Prince's galactic adventure" project; today's boy Wang invested 20 million yuan to make an animated play "today's children's king world"; the little Playboy made a huge contribution to make animated cartoons "little play leather"; Green worked with the Golden Eagle cartoon to create animated cartoons with the tetbug cubs as the archetype; Sheng Ke shoes and shoes made animated cartoon "Jamie bear".

Huang Liangsheng, general manager of Shishi little leather clothing Weaving Co., said, "children's clothing in the future" market The competition will be the confrontation between the brand and the brand, and the collision between culture and culture.

For small children's clothing, Huang Liangsheng implemented the "three steps" animation marketing strategy: cartoon image animation - derivative products. In July 28, 2011, the three sides played together with Kung Fu animation and CCTV Animation to create 104 sets of fun animated "fairy tales of small playthings".

Huang Liangsheng said that by creating high value-added products with cultural connotations and unique personalities, to ensure that their products have a higher reputation and competitiveness in the market competition, and through the authorized business of animation, a full range of authorized commodities, such as stationery, toys, gifts, household goods, etc., will be produced. This will bring huge economic benefits to the small skin, which will be unmatched by other brands in the industry.

"Developing animated script is not profitable, but the economic benefits of its derivatives are immeasurable." Pu Xinquan, the chairman of today's Tong Wang, broke the mystery. He regarded the animated drama as a stepping stone to open the bigger market, and finally achieved the ultimate benefit in the main product children's clothing.

At present, China's children's clothing enterprises have gone through the embryonic stage of the initial stage of business, ushered in another spring dominated by brand and creativity, and the market behind them has been expanding rapidly. Under such circumstances, today's Tong Wang Garment Co., Ltd. has further strengthened the development path of cultural marketing to extend product value.

"More than 10 years of marketing system, so that enterprises in today's thick and thin, entered a rapid development period." Pu Xin Quan said that the company will combine the animation image to hold sports meet, art festival, composition competition and so on, and infiltrate the brand culture, creativity and story into the minds of young children, so as to become loyal consumers.

Fang Weicheng, the brand manager of Kate (Fujian) children's products Co., Ltd. also believes that it will be a good attempt to develop some cartoon characters for the extension of independent brands. "Our company is also considering this content."

　　 Animation marketing is not just cartoons.

Animated cartoons are the dream of many anime 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 broadcast of "children in the family", piglets, by providing costumes and other forms to the protagonist Liu Xing, let the pig pig start the brand in the field of children's clothing throughout the country.

"Embedded animation is just like a shop, just a marketing means, not the fundamental purpose." Yi Shenglan, director of pig pig, said.

In recent years, with the cooperation of several animation companies, pig pig has gone deep into the field of animation. But until now, little pig has not made a cartoon of his own.

"We don't play cartoons, we just implant roles." 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.

Quanzhou Sheng Ke shoes and Clothing Co., Ltd. animation project leader Su Congzhi also said that shooting cartoons is just the beginning of the company's animation marketing. Next, they will synchronize the development of audio and video products, books, plush toys and other extended products, and continuously enrich and deepen the brand connotation of this original cartoon image. At the same time, the company will launch intensive promotion for adults and children. {page_break}

　 Anime is not a panacea.

Compared to the animation culture market, children's clothing industry is relatively mature, from production to sales, and the industrial chain is more complete. The animation market is completely different. The mature mode abroad is to carry out a series of market-oriented operations from production to marketing around an industrial group. Such as Disney, its sub creation, film and television, children's Park, various types of subsidiaries, and even professional magazines and other brand licensing agencies, most of the production and operation costs can be internally digested, the whole industry chain control power is very large.

But in China, the advantages of film, derivative products and media channels are scattered. Chinese animation companies do not have enough control over these links. More than ten years ago, the frog is now a good goat.

Dr. frog also did a period of animation culture exploration from 1996 to 2000, and the results were not satisfactory.

"Now it seems that Dr. frog did not step into the animation from children's clothing." Zhong Zheng, chairman of the doctoral frog, sighed with regret that doing the content not only needs concentration but also needs brand accumulation for a long time. The funds and market pressure that are borne by them are very small. Even this may not be able to jump out.

As a matter of fact, thousands of animation companies in China are only successful at present. It is a wise strategy to abandon the concept of anime culture, transform the familiar children's clothing market and extend it to the baby industry. Moreover, the "brand + channel" mode is obviously more suitable for PhD frogs than Animation: in its own advantages and industry trends, brand operation plus perfect channel access can effectively integrate the whole industry chain. This is unthinkable in the animation culture industry.

Under such circumstances, it is not difficult to understand why Dr. frog can be promoted to the Hong Kong Stock Exchange as "the first consumer of Chinese children", but the better performance of happy sheep still needs to sell its derivative business copyright to Yi Ma international. The root cause lies in the lack of control over the entire industrial chain, and it is difficult for them to manage the derivatives business on their own.

Earlier, the development of animation industry in various parts of the country, there has been "loss making money" embarrassment. Children's clothing enterprises extend to the animation industry, capital is not a problem, but before the traditional enterprises intervene in the animation industry, blindly following the trend means that the risk of "bamboo basket and water is empty", we must first have a suitable business mode and profit way before we can get out of the vicious circle of losing money and making money.

2012, children's wear brand application Animation marketing The mode will become extremely difficult. After all, setting up a cartoon image and running a children's wear brand is the two industry.