Micro Film Marketing Strategy For The Rise Of Shoe Enterprises

If last year was the "first year of micro films", only a few Quanzhou enterprises tried micro films Marketing mode In that case, 2012 is like a "golden age of micro films", and a large number of Quanzhou brands have used this new promotion tool.

The reporter learned that recently, Quanzhou enterprises have opened up a non mainstream route, explaining scientific knowledge with humor and storytelling, which is called "popular science flow" in the industry. In this regard, experts believe that micro film themes have entered the era of a hundred flowers blooming, and the whole industry chain is also gradually forming.

　　 Funny and entertaining popular micro film

What is "7+2" for mountaineering? Do you know that there are 7 Chinese out of 13 people who have completed the dream of "7+2" mountaineering in the world? If you saw the cartoon character Tang Seng throw away the Complete Works of Cang Jing Kong and replace it with Tang Seng's Outdoor Secrets to introduce you to mountaineering knowledge, would you remember that "7+2" refers to the extreme adventure of climbing the highest peaks in seven continents and reaching the poles in the north and south on foot? It represents the highest level of extreme exploration.

Such a witty and funny science popularization micro film with professional knowledge introduction was created by Quanzhou enterprises. Some professional knowledge of mountaineering has been imperceptibly branded in the minds of the audience. This is the micro film "Tang Seng Talks about Outdoor Climbing" launched by Fuxin Tianluntian (Fujian) Outdoor Sporting Goods Co., Ltd. in conjunction with 8264 outdoor information network and the mountaineering team of Tsinghua University. Although it is only a few minutes long, it has achieved the effect of hitting millions of outlets within a week after the network was launched.

Through the adaptation of some plots of Journey to the West, the play integrates a lot of outdoor mountaineering knowledge, has a dual viewing effect of knowledge and entertainment, and can also take the opportunity to introduce the equipment for outdoor mountaineering.

"Outdoor sports are different from other simple sports. Due to the special geography and environment, outdoor enthusiasts are required to have a good understanding of outdoor sports. For example, in terms of equipment, tents, assault jackets, hiking shoes, stoves, etc. are essential. Good equipment can not only protect yourself, but also save energy for enthusiasts and play easily." The head of Tianluntian outdoor brand said that the choice of popular science micro film is actually to let the public know some basic precautions and first aid measures in order to deal with special situations in outdoor activities.

Xu Tengda, the general manager of the company, said that after the "Climbing", they will continue to launch the second micro film, which tells the precautions for self driving. "Take your time one by one, and only when you get to the next few will you begin to introduce professional equipment." Xu Tengda said that when it comes to professional equipment introduction, it should not be sloppy at all. It must be practical to reflect the professionalism and functionality of outdoor products, "So we are not in a hurry, and we will slowly polish good works. In the early stage, we will use micro films with stronger entertainment and public welfare to attract attention.".

　　 Ingenious choice under cost game

With the help of Microfilm The viral spread of, an "old boy" made the Chevrolet Cruz popular, a "hair trigger" made the Cadillac's "eye-catching style" and high quality performance vividly, and a "postman who ran past death" made the audience remember the running shoes of PEAK while laughing. As the first micro film in the domestic outdoor industry, Tang Seng said outdoor climbing has also achieved good results.

However, choosing the form of animation to spread outdoor professional knowledge has triggered a lot of discussions among industry professionals. Some people think that professional outdoor equipment enterprises, targeting high-end people, should not take the form of animation, which is difficult to attract the attention of high-end people.

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

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"In fact, there are many factors that need to be considered comprehensively when choosing to use cartoon characters for performance." Xu Tengda said that when the brand decided to make micro films as a marketing method, they received various quotations from different production teams. "To make a micro film, we offered from RMB 20000 to 3 million yuan. We finally chose the form of animation with high cost performance."

Xu Tengda said that in fact, if the outdoor products industry wants to make live action micro films, the cost is very high. "First of all, the location may need to choose some extreme sports venues. The transportation cost to reach these places is very high, and there is also some professional requirements for actors. More importantly, this kind of micro film may reflect some extreme sports forms, which is very dangerous. With cartoon characters, you can fall from the top of the mountain to the bottom of the mountain one by one to achieve live shooting It is difficult to reflect the effect. " He said.

Xiao Yuanmu, general manager of Huangpin Micro Film, agreed: "For the shooting of a micro film, there are usually twenty or thirty members of the crew. When shooting on the location, the transportation cost will be tens of thousands of yuan. In addition to the cost of renting equipment, the daily expenses, as well as the salaries of actors and directors, few hundreds of thousands of yuan can not be obtained. Professional outdoor topics, because of the higher risk, will certainly invest more."

　　 Outdoor products industry Make a card increase speed

In fact, since this year, the brand making movement of Minpai outdoor products industry has become more and more popular. San Fry, the leading brand of "pan outdoor", has put forward the slogan of "change". In addition to unified changes in team building, channel upgrading, terminals and other aspects, it will also promote club construction to truly create a unique brand attribute of San Fry outdoor club; As a professional outdoor brand from the club, Flenspan joined hands with the professional self driving forum "Most Tibet" to launch the "Fantasy · Vietnam" theme activity year series activities; Columbus, famous for "light outdoor", has always focused on the marketing of mountain outdoor sports events under the guidance of the "light outdoor" idea, and set sail under the leadership of the outdoor team.

Like Tianluntian, Lions Outdoor also launched the micro film I Will Always Love You this year. The relevant person in charge of the company said that he hoped to bridge the gap between brands and consumers by connecting with "micro film", a new form of cultural industry, while transmitting the brand spirit.

"In China, the outdoor products industry of Minpai has not yet formed a fist effect. Although there are several brands, they can not become a cluster in Quanzhou like men's wear and sports shoes, which has an industrial agglomeration effect." Industry analysts believe that the outdoor products industry has started micro film marketing, which will undoubtedly speed up the brand making of the industry.

The insiders said that the current outdoor products industry in Quanzhou is the same as the rising route of the sports goods industry in Quanzhou a few years ago. Everyone is groping for progress. Whoever occupies the highland first will win the market.

　　 Industrial observation

"Micro film" hastens the birth Industrial chain

From PEAK Sports to try to make funny grassroots films, to several footwear brands to choose warmth and inspirational micro films to carry out "Olympic marketing", to the emerging popular science micro films, the micro film theme shows a situation of a hundred flowers blooming. It is reported that clothing enterprises are also preparing documentary style micro films.

Micro film is widely popular because of its complete sound and picture, strong story and other communication factors. It has become a new marketing favorite of brand enterprises, and has given birth to the whole industry chain of micro film production industry. The reporter learned that there are already professional companies that plan to build a one-stop platform for communication and public relations on the basis of making micro films.

From the perspective of the evolution of themes, micro films are not only becoming a sharp tool for corporate marketing, but also diversified in interpretation methods.

The Kabin inspirational micro film "33 Maple Street", which was just released in June, is said to have cost millions, and it has old characters like Wu Ma and Huang Yifei, as well as new generation actors Zhou Bowen and Guo Biting. The film shows the growth of an era through the story of five young people struggling for their ideals. "It is said that the film production team is from Hong Kong. Although the theme is still the inspirational story often used in the current brand micro film marketing, it is quite big in terms of production scale and communication influence," said an industry insider familiar with micro films.

Inspirational stories have always been the main theme of micro films. Del Hui's previous "Run Out of the Sky", Golden Rooster Sports's "Dream on the Ridge" and many other brand micro films have adopted inspirational themes. It used to be an important carrier for Quanzhou enterprises to convey the positive enterprise spirit with warm stories.

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The micro film "The Tree of Hope", which is mainly for public welfare and is customized by Norge Fashion, also plays the tender card. "As soon as this story was broadcast, it attracted the attention of many enterprises. Later, banks came to negotiate and wanted to spread the brand culture with public welfare stories." Xiao Yuanmu, general manager of Huangpin Micro Film, said that this kind of public welfare micro film is more suitable for enterprises to customize. "If you remove the beginning and end of the film, it will be widely applicable".

"Now some outdoor products enterprises have launched popular science micro films, and clothing enterprises are planning documentary style micro films." Zhang Guosheng, director of original cultural strategy, told reporters that last year, Quanzhou clothing enterprise Makasini shot the first "corporate culture micro film", and this year will also launch documentary style micro films. He said that this documentary style micro film was about to be shot, reflecting the documentary process of a cycling team from Chengdu to Tibet. However, in order to highlight the visibility of the film, some storylines would be designed.

　　 "Micro theater" first appeared on Qinghai Satellite TV

Huang Canming, the head of Huangpin micro film, told reporters that with the rise of micro film, micro theater has appeared in the market. "Moving micro films onto the TV platform is to hope that more viewers can see excellent micro films." Huang Canming said that although micro films are more widely spread on the Internet and are loved by young people, they can be seen and felt by more people after being on the TV platform.

It is reported that in April this year, "Happy Micro Theater" appeared on Qinghai Satellite TV. Now some TV stations are also planning to introduce the concept of "micro theater", and the website takes "micro theater" as a column. According to the analysis of insiders, in the current era of rising TV advertising costs, in addition to efficient and low-cost network communication, the new platform of micro theater may also bring new opportunities to the dissemination of micro films.

"There are still some micro films released now, which are combined with cinemas, but more like pre film advertisements before the film is released. But after all, the duration of micro films is much longer than the ordinary tens of seconds of advertisements, and they are not suitable for playing before the film is released." According to the analysis of insiders, micro theaters were born, which will undoubtedly lead to the emergence of more micro films, "If you can enter the theater, it means that you have a certain level of production.".

　　 An all-round industrial chain has begun to take shape

　　 "At present, there are generally four categories of people who make micro films. One is young directors who want to practice their skills with micro films, but they generally only serve as a springboard for the transition to real film production; one is advertising companies, which only use micro films as disguised advertising films to serve as a new profit point for the company; one is grassroots people, especially some young people at present, who like to make some living The fragments are made into micro films; Another is the professional micro film production team, which is made as an industry. " Huang Canming said.

Last year, micro films just emerged, and some companies are just in the exploratory stage, even taking over micro films customized by some enterprises without cost. Now, with the development and growth of this industry, more high-quality products will be polished, and the industry chain will continue to expand.

Huang Canming believes that in addition to making micro films, current micro film companies will also try to cooperate with various media to create a communication platform for micro films, so as to plan, public relations, and professionally customize micro films for enterprises in advance.

Although micro films are a new form of media communication, more and more enterprises and brands choose to create micro films and micro videos related to their own brands to spread their brands and products, Huang Canming believes that micro films, which are then independently invested by professional companies to attract investment, may also become a new form. It is reported that the company has planned to invest in a film reflecting social themes.

"This can better reflect the storytelling and integrity of some films, rather than just the culture of a certain enterprise." Relevant people said that such self invested films may be closer to the culture of a certain industry.