Quanzhou Footwear Industry: Film And Television Marketing Revenue

If last year was "the first year of micro film", only a small number of Quanzhou enterprises tried the water micro film marketing mode. Then, 2012 was like "micro film flourishing age".

With this new promotion tool.

From the point of view of subject matter, tender stories and inspirational stories are the mainstream.

Reporters learned that recently, Quanzhou enterprises opened another path to create a non mainstream route, using humorous and storytelling techniques to explain scientific knowledge, which is known as "popular science flow" by the industry.

Expert analysis, micro film theme has now entered the era of hundred flowers bloom, the whole industry chain is also gradually forming.

Funny entertainment science micro film

What is the "7+2" of mountaineering? Do you know that there are 7 Chinese people who have completed the dream of climbing 7+2 in the world? If you can see that the cartoon character monk Tang threw away the complete works of Sora Aoi and replaced them with "Tang Seng's outdoor secret book". If you would like to introduce the knowledge of mountaineering, would you laugh and remember that "7+2" refers to the extreme expedition that climbs the highest peak of seven continents and reaches the two poles of the north and South on foot? It represents the highest level of extreme expedition. "7+2" is a kind of extreme adventure.

Such a humorous and mixed science micro film, which is mixed with professional knowledge, is just created by Quanzhou enterprises.

Some professional knowledge of mountaineering has been imprinted on the minds of the audience imperceptibly.

This is Fuxin Tianlun Tian (Fujian) outdoor sports products Co., Ltd. joint 8264 outdoor information network, Tsinghua University mountaineering team launched the micro film "Tang Seng said the outdoor mountaineering chapter", although only a few minutes long, but after a week online, it has achieved the effect of breaking the whole network.

Through adaptation to some of the plots of the journey to the west, the play incorporates a lot of outdoor mountaineering knowledge. It has the double ornamental effects of knowledge and entertainment. It can also take the opportunity to introduce the equipment of outdoor mountaineering.

"Outdoor sports are different from other simple sports. Because of their special geography and environment, outdoor enthusiasts are required to have a good understanding of outdoor sports.

For example, in terms of equipment, tents,

,

The stove and so on are all essential, good equipment not only can protect oneself, but also can save the strength for the lover, easy to enter the battle.

Tianlun outdoor brand official said that the choice of popular science micro film is to let the public understand some basic precautions and first aid measures, so as to cope with the special situations in outdoor activities.

Xu Tengda, general manager of the company, revealed that following the "climbing chapter", they will continue to launch second micro films about self driving.

"Only a few slowly coming to the back will begin to introduce professional equipment."

Xu Tengda said that when it comes to professional equipment introduction, it is all too careless. We must truly reflect the professionalism and functionality of outdoor products. "So we are not in a hurry to grind out good works. We should first attract more attention with entertainment and more public welfare micro films."

Ingenious choice under cost game

With the help of the viral pmission of micro films, an old boy has made Chevrolet Cruz a hot one. A hair trigger is the best way to interpret Cadillac's "attention style" and high quality performance. A postman who runs through death gives the audience a smile while remembering PEAK's running shoes.

As the first micro film in the domestic outdoor industry, Tang Seng's "outdoor mountaineering" has also achieved good results.

However, the dissemination of outdoor expertise in the form of animation is still causing controversy among the industry.

Some people think that professional outdoor equipment enterprises, targeting high-end people, should not take the form of animation, it is difficult to attract the eyes of high-end people.

Xu Tengda believes that this is not a problem. He said: "boring outdoor science knowledge is presented in a lively and interesting form of animation through familiar cartoon characters. It is very easy for the audience to be accepted."

"There are many factors that need to be taken into consideration when choosing cartoon characters."

Xu Tengda said that when brands decided to make microfilm as a marketing way, they received various quotations from different production teams.

"The production of a micro film, the quotations from twenty thousand or thirty thousand to 3 million yuan have, we finally chose a cost-effective form of animation."

Xu Tengda said, in fact, outdoor products industry if you want to shoot a live version of the micro film, the cost is very high.

"First of all, outdoor locations may have to choose some venues for extreme sports. The traffic cost to these places is very high, and there are some professional requirements for actors.

More importantly, this kind of micro film may reflect some extreme sports forms, with great danger, and with cartoon characters, it can fall from the top of the mountain to the bottom of the mountain, and achieve the effect of real shooting.

He said.

Xiao Yuanmu, general manager of huangpin micro film, agrees with this: "a micro film is filmed. There are usually twenty or thirty people in the drama group who shoot the location, and the pportation cost will be tens of thousands of yuan, plus the cost of the rental equipment, the daily expenses, and the wages of actors and directors.

Professional outdoor theme, because of higher risk, investment will certainly be greater.

Brand promotion in outdoor products industry

In fact, since the beginning of this year, the licensing movement of Fujian's outdoor products industry is becoming more and more powerful.

The "Outdoors" leading brand, Saint Valentine, has put forward the slogan of "change". Apart from unified changes in team building, channel upgrading and terminals, it will also make efforts to build the club and truly create the outdoor brand club with its unique brand attributes. As a professional outdoor brand from the club, F Leonspan will join hands with the professional self driving forum "the most Tibet", open the "turn over" theme activities series activities, and take the "light outdoor" famous Columbus step, and also under the guidance of "light outdoor" thought, always focus on the marketing of outdoor sports events in the mountains, and sail with the outdoor team.

Just like Tianlun Tian, the outdoor game of the United States lion also launched the micro film "I will always love you" this year.

The company official said that he hoped to link the "new movie" culture industry with the new form of "micro film", while pferring the brand spirit, and at the same time, narrowing the distance between the brand and the consumers.

"At home, Fujian's outdoor products industry has not yet formed a fist effect. Although there are several brands, it can't become a cluster in Quanzhou like men's wear and sports shoes, and has industrial agglomeration effect."

Industry analysts believe that outdoor products industry has launched micro film marketing, will undoubtedly speed up the industry's brand.