Quanzhou Children'S Shoes Accelerate The Brand Marketing By Using Original Online Games And Animation.

Recently, journalists have learned that the sequel of children's animated cartoon "dragon of search" has been basically completed by Quanzhou enterprises.

The protagonist of the film is Kasiron, who has become famous.

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According to Ding Canyang, chairman of Kasiron (China) Co., Ltd., the "looking for the dragon" has been trying to broadcast in some network media and local children's programs since last year.

Although the image of CAC is cute, in the domestic market, children are more likely to accept the cartoon image brand often appearing in TV programs.

To create their own cartoon image has become Ding Canyang's dream for many years.

With the growth of enterprises, Ding Canyang has been actively participating in the League of domestic excellent animation programs. In 2006, it joined hands with a domestic TV channel to create a children's column, "the child's heart hit the earth", and let the lovely dinosaur image go deep into the children's hearts. Kasiron also began to appear on the silver screen with the brand-new "dragon corps" - Jin Jin, Weiwei, Kaka, Xi Xi and longlong five cartoon characters in this year.

Since last year, Kasiron has hired a domestic first-class animation production team to integrate Kasiron's brand "Jinwei Kasiron" Wulong image into five elements of Chinese gold, wood, water, fire and earth, giving five little dragons "fashionable, innocent, fresh, cute and brave" brand personality, using "hero, humor, campus" and other elements to interact with children's consumer groups.

In this regard, Ding Canyang believes that China needs more original animation with Chinese cultural characteristics, so that children can absorb the nutrition of traditional culture in the form of joy.

With the release of "dragon hunting" adapted by Kasiron brand animation, enterprises will speed up the launching of operation clothing projects with the help of animation marketing, and integrate the synchronized development of children's shoes.

To meet the needs of consumer integration.

"Online games + animation" portfolio marketing

In order to further expand brand influence, Quanzhou enterprises also produce interactive games with the brand name.

Experts say that the marketing mode of combining animation with online games is very rare in the domestic children's shoes industry.

It is understood that flash has completed and listed three game applications, namely, two small games and a smart phone application.

The first game is the legend of Cathy dragon.

The Wulong personified as an adventurer, let consumers choose five little dragons according to their own favorites, and help their five dragons to take risks with their enthusiasm.

The second game is "finding fault".

The third one is the five line of Kasiron's five row, which calculates the application of mobile APP, and has launched cross-border cooperation with Apple store for the first time.

Ding Canyang said that nowadays, with the popularization of Internet and mobile phones, small games are not only tools for adults to relax and entertain, but also a tool for children to lessen their learning pressure and develop their intelligence.

The industry believes that small games as an important way to promote the follow-up of animation marketing, has a positive role in promoting the brand promotion of enterprises, small games for Quanzhou brand is an efficient means of pmission.

Developing a variety of animation derivatives

Facing the rise and maturity of the domestic animation industry, Quanzhou's industrial capital began to seek docking actively.

People in the industry say that

Enterprises have the advantages of complete industrial chain and perfect marketing channels, and the time to introduce cartoon images to marketing is ripe.

In fact, almost at the time when the company was heavily invested in the cartoon and animation market, another foreign trade processing enterprise in Quanzhou also launched its own property rights cartoon "swallow tail man" from last year, and completed the magnificent turn from the labor-intensive foreign trade processing plant to the technology creative animation company. With the help of the animation influence, the derivatives such as shoes, clothing, toys, stationery and bags were launched.

Quanzhou Zi Yan Light Industry Co., Ltd., which has been established for more than 20 years, has always been "OEM" and has been the world's leading animation brand for Disney, Bobbi dolls and duer A dreams.

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

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"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.

According to the introduction, the first episode of the swallow tailed 26 episode was shown on TV channel last year.

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.

The film promotes science and civilization through science fiction, and promotes righteousness. It not only reproduces the prosperity of Quanzhou during song and Yuan Dynasties, but also shows Quanzhou's traditional culture and ancient Chinese civilization.

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.

From agency and imitation to originality

Before launching animation marketing, Quanzhou children's shoes enterprises have gone through a learning path of acting international brands.

Jinjiang Wan Tai Sheng shoes and Clothing Co., Ltd. after 8 years ago grabbed the "Lotus Lantern", its intention to collect the cartoon brand is becoming increasingly apparent. It is reported that in the hands of Wan Tai Sheng, seven or eight brands have been mastered before and after, including cartoon images of children, such as the hooligan rabbit, Altman, Spiderman and so on.

"It was very difficult for children's shoes to create their own brands at that time.

Children like cartoons, and cartoons have their vitality and their lifespan. When movies are broadcast, they are popular, but they may be out of date in a few years.

So, no matter what we do today is Altman or Mitch, these imported things can not be done for a long time.

Wan Tai Sheng said.

In the absence of its own cartoon brand, Wan Tai Sheng classifies all cartoon brands into Wan Tai Sheng cartoon. When facing wholesale markets or retailers, it emphasizes Wan Tai Sheng's cartoon.

"This is our position. We also need to run our own brand, and the key is the Wan Tai Sheng cartoon."

Wan Tai Sheng related personnel said.

Nanan Gang Deng Shoes Co., Ltd. also ran 3 brands in the past few years, in addition to its own "flicker", and "Mi Le Altman" and "Spiderman".

"The key to running a cartoon brand is to make full use of the influence of cartoon culture on children.

The cartoon brand has a good advantage and can be used for it. It does not need to spend years and more capital to promote its brand like its own brand. "

Mr. Huang, assistant general manager of the footwear industry, said, "when it comes to popularity, it will sell anything, and reserve some cartoon brand resources, which will bring short-term profits.

On the other hand, this will enrich our product line and our sales channels and terminals. "

Assistant General Manager Hou Jingguo also knows that the operation of cartoon brand is aimed at immediate profit. If you want to run a business for a long time, you still have to create your own cartoon character.

It is understood that the cartoon character of "flash man" created by him has begun its own cartoon brand dream of self intellectual property in recent years through the form of children comic books and network animation.

The era of independent innovation

The industry believes that the successful operation and operation of the swallow tailed knight and the card are worthy of reference from many children's products companies.

Nowadays, children's sporting goods brands are "cartoon flooding" and homogenization is serious. The birth of cartoons with independent intellectual property rights has opened a window for the innovation of marketing mode of children's products enterprises in Quanzhou.

The cartoon brand with independent intellectual property rights has long been a distant dream of Quanzhou children's shoes enterprises.

Many years ago, Quanzhou enterprises were accustomed to "cartoons" for "animation".

Over the years, in the field of domestic children's shoes, Altman, Spiderman, Snoopy, machine cat and other foreign cartoons have been applied by many enterprises in various forms to their products.

Many children's shoes enterprises in Quanzhou do not have their own cartoon brands. They can only obtain the right to use the brand through agents, and operate well-known cartoon brands over a long period of time.

In addition, some enterprises did a good job in a certain period by means of rush registration or the way of hitting the ball.

But this mode brings a period of high growth for domestic children's footwear enterprises, and often brings disputes and lawsuits to enterprises.

Professionals, for example, take the Altman, who was most loved by domestic children in the past few years. At that time, there were more than 20 brands of children's shoes linked to Altman in the domestic market. However, in fact, few foreign authorized ones had triggered the recriminations between several children's shoes enterprises in Quanzhou.

Similar events, several years ago, the cartoon characters of the famous cartoon "blue cat" series in China also caused disputes. The producers complained about the infringement of Quanzhou children's shoes enterprises.

However, despite the continuous disputes, many enterprises are still keen on this multi brand agency mode, because self created cartoon brand is still not possible for Quanzhou enterprises at that time.

As for the brand management of children's shoes enterprises, Chen Shuqing, the China children's products research center, put forward his own view.

He said that some of the early businesses had their own brands relatively old, but the channels were still there. In order not to be taken away by others, these enterprises would introduce cartoon brands to consolidate their channels and then develop their own brands.

Chen Shuqing believes that the success of brand management is based on the result of multiple factors, and ultimately needs other elements, including R & D, culture, quality, channel, service and integrated marketing communication.

The future development of children's shoes is huge, which can be proved from the market demand of 38 billion yuan for children's shoes at present. Therefore, when enterprises have strong R & D capability and financial support, the choice of independent brand strategy should be a serious strategy for entrepreneurs.

Putting cartoon characters and cartoon dolls into the production design of children's shoes is a good way to break through the development of homogenization.

He said that innovative children's shoes and children's clothing enterprises increasingly need innovative and innovative marketing tools. I believe that with the success of the successful animation such as the west, the leading brands of children's products in Quanzhou, there will be more marketing innovation ways to emerge, making the industry more exciting.