Transformation And Upgrading Of Shishi Garment Enterprises To Explore New Docking Mode Of Animation Industry

Some brand enterprises pform the corporate culture "soul" into cartoon images through cultural creativity, and make them into cartoons. Some enterprises promote the production of the image series by promoting the original cartoon image.

The two business models that connect the enterprise with the animation creative industry have a mature shoe and clothing industrial chain behind them. The powerful industrial chain has become the incubator of animation culture and creativity. Animation culture and creativity have become the "innovative promoter" of the pformation and upgrading of enterprises.

Whether the two models are superior or inferior, whether they can make productive enterprises earn a full pot at the same time of pformation, will ultimately require market inspection.

Mode 1:

Brand name 3D animation

Since last year, an animated 3D three-dimensional marketing has attracted widespread attention from the children's clothing industry.

Little leather

Weaving Co., Ltd., its investment launched "Xiao Pi Pi" series is defined as the first 3D animation in China's children's wear industry.

Why is this the first 3D cartoon in China's children's wear industry? First, the investor of the animation is children's clothing enterprise; the two is the name of the animated cartoon and the protagonist "small play leather" is not only the same name as the enterprise brand, but also the animation image comes from the enterprise LOGO; three, the "small play leather" series is the 3D animation, before that, Quanzhou Sheng Ke shoes and clothing launched its brand "Jamie bear" the same name cartoon.

Needless to say, the enterprise, through docking with animation culture and creativity, further highlights the corporate image, strengthens the brand personality, promotes the cultural connotation of "fun and fun" products through animation communication channels, and uses the animation culture and creativity to stabilize the inherent consumer groups, expands and cultivates new consumer groups, and expands the market share of products.

stay

According to the industry, the traditional enterprise docking animation culture and creativity is a business mode of small leather brand traditional enterprise pformation and upgrading.

What is the reason for making small play leather in the same name 3D animated cartoon? Liao Jinhui, the company's planning manager, told reporters that after nearly 20 years of development, Xiao Pi Pi has become a large enterprise with professional experience in making children's wear. Its market share in children's clothing has steadily increased and the brand's influence has been expanding.

When the enterprise development reaches a high level and the product has a high reputation, how to further enhance the brand influence, enhance the market share and maintain a stronger competitive power in the same industry requires enterprises to make strategic adjustment according to their own development status and market development trend, especially when the children's clothing products are becoming more and more homogeneous, enterprises need to further highlight product personalization.

Against this background, Xiao playi decided to make use of animation culture and creativity to create a series of animated cartoons of the same name through the animation culture and creativity, and instilled and highlighted the "fun and fun" brand culture idea with the help of media channels, and strengthened the differences between other children's clothing products, and promoted the traditional production enterprises to upgrade to the cultural innovation production enterprises by using the animation culture and creativity, and let "cultural creativity" become the core of the brand.

Behind the launch of the series of animated cartoons of the same name, it is a complete production line for children's wear and a mature sales terminal. The cartoon image and image products complement each other in the market.

The company will make the 3D animated cartoon "little play leather" incident not only as an industrial breakthrough for enterprises, but also marks the era of industrialization of the small leather brand.

And its business mode of animation marketing has not only made a bold practical attempt for the breakthrough and upgrading of China's children's wear brand marketing mode, but also will substantially promote the three-dimensional, industrialization and internationalization of Chinese children's clothing brand marketing.

At the same time, business

Popularity will lay the foundation for the animated cartoon of the same name; and the animated cartoon with the same name will make the brand image impressive in dynamic form, and more vividly disseminate the cultural connotation of "play and fun", expand and cultivate consumer groups.

At the same time, the animation image has also become a "stepping stone" to diversify the derivatives market.

However, unlike the small play leather, the other way is to set up an animation team to create a series of original animated cartoons and produce a series of animated children's clothing and derivative products after the hot broadcast.

{page_break}

Mode two:

From original animation design to derivative production

A total of 635000 search results were entered in Baidu's "Xiao Rui" and "big devil".

The animated cartoon is the first 3D animation in Fujian Province, and is the original animation, its owner is Xiamen big brother animation Limited by Share Ltd, and the company is located in Shishi's Jian Jian Group Holdings.

In the flagship store of the big brother Animation Fashion Museum, opposite to Shishi clothing city, the whole stadium is decorated with popular cartoon elements. Unlike other children's shoes and clothing shops, there are also children's games and interactive areas, showing that they focus more on experience, interaction and entertainment, and children's clothing in the shop.

Bags, boutique books, comics and other multi commodity.

"Animation industry belongs to the cultural and creative industries. It is a talent intensive, capital intensive and technology intensive industry. It can be regarded as a burning industry. Since 2007, we have invested more than 100 million yuan."

He Guiming, general manager of Jian Jian group and Xiamen big brother animation Limited by Share Ltd operations center, told reporters that since the establishment of the company in March 2007, we have developed many works such as "refueling baby", "Twelve warriors", "Xiao Rui and the devil".

Among them, as the first 3D animation in Fujian, "Xiao Rui" and "the great devil" in the first quarter of the second season in the CCTV children's channel prime time broadcast, and then in Jinying cartoon TV, Guangdong, Fujian, Zhejiang, Jiangsu and other national mainstream TV channels nearly 200 broadcast.

In addition, dozens of new media channels such as Iqiyi and cool 6 are also being promoted.

In He Guiming's view, when the enterprise develops to a certain extent, there will be a "bottleneck", that is, enterprises do not know how to communicate with consumers.

For example, when the garment industry develops to the brand competition state, how to further allow consumers to recognize the brand image and enhance the brand value, "culture" will undoubtedly become the brand's "soul".

For the "evergreen tree" brand, there are distinct cultural characteristics.

Animation industry, as a cultural and creative industry, has a huge market. Many animation companies invest heavily in the market.

There are few animation enterprises that explode the market. The main reason for the failure is that they only focus on the process of animation industry, but do not attach importance to the industrial objectives. The lack of demand or the image of the animated cartoon and the market demand do not match the demand of the later development, resulting in the development of derivatives is difficult to succeed.

"As an animation company, if we want to be successful, the animated image needs to be in line with the market demand, clearly define the consumption group of the animation image. Secondly, the derivatives developed by the cartoon image must be highly matched with the market, and can not be divorced from the consumer groups."

The operation mode of Jian Jian group is to analyze consumer groups around the market, to create original animation images for consumer groups, and then develop product target derivatives.

That is to say, according to the market demand, we should create the brand animation image, so that the animation image will be favored by the consumer groups, and then rely on the clothing of its group.

Such as strong production base, in a relatively short time to achieve animation industrialization.

Positioning clear analysis, clear market, plus investment protection, big brother created a series of cartoon images quickly into the minds of consumer groups.

Different from other children's wear terminal operation mode of the new business mode -- big brother family animation and Fashion Museum came into being.

To experience the main form of shopping, to convey their animation works of joy, fashion concept.

The product matches the market highly, so that the company's big family animation and Fashion Museum rapidly opened hundreds of stores throughout the country in one year.

At present, there are more than 200 animation and animation technicians, and the original animation and production technology is at the leading level in Fujian animation industry.

"Apart from a small number of derivative products that authorize other enterprises, children's clothing and other main products are produced by group companies.

We pay great attention to the original animation, the same emphasis on maintaining brand image, in the promotion of more emphasis on continuity, pay attention to long-term benefits.

He Guiming said.

Large industrial group set up animation companies, original design to promote the image of animation, and then produce animation independent brand products, with the help of brand animation image into the children's clothing industry.

This undoubtedly provides another reference mode for the pformation and upgrading of traditional enterprises.

{page_break}

What kind of impact will the two modes of traditional enterprise and animation creative industry bring to other enterprises?

Children's enterprises seek breakthroughs in development

"From our current survey of visiting member enterprises, some children's enterprises have begun to engage and try to introduce animation ideas, but most of the children's business owners say they are still in a wait-and-see attitude towards the animation industry."

Shishi children's clothing industry association, a responsible person in an interview with reporters, said that the small play leather to shoot children's clothing industry's first animated cartoon 3D incident, in the industry did cause considerable concern, as for Xiamen's big brother animation Limited by Share Ltd, not a member of the industry association, it is known that its operation mode and small play leather by brand image creativity generated the same name animation image is not the same, and it is first animated image, then develop animation brand products.

Although the two modes of operation are different, the core is to achieve product sales goals through the platform of animation and creativity.

The responsible person believes that compared to the animation industry, Shishi children's clothing industry is relatively mature, from production to sales, the entire industry chain is very complete.

However, from a nationwide perspective, the animation industry is not mature, its industrial chain is incomplete, and there are many deficiencies in many aspects.

In the first half of this year, the industry association organized some children's enterprises to inspect the Eighth China International Animation Festival in Hangzhou, and the cartoon image of "big brother" and "little play leather" also appeared at the exhibition.

During the visit, children's enterprises have two aspects of understanding. One is that they have a very high degree of correlation between animation and children's wear in two industries. With the help of cartoon images, enterprises can enhance the influence of children's clothing brands. With the help of children's clothing enterprises, the animation industry can realize the rapid pformation from cultural creativity to target products, further promote the industrialization of children's enterprises and occupy a huge space for development of the animation industry. On the other hand, the understanding is that although the animation industry has huge space, because of the characteristics of capital, technology and talent concentrated in the industry, it also needs strong policy support, and its operation mode is different from that of children's wear industry.

This requires enterprises to control their own pulse, whether it is suitable for docking with the animation industry.

The two business models of "big brother" and "Xiao Pi Pi" are two kinds of business models: first trial and creative animation industry. They have the meaning of specimen and are the realistic versions of other children's enterprises.

The two mode of operation is different, but in essence, it is to further enhance the interaction between brands and consumers, and to further penetrate their brand culture into the market through their unique cartoon images, and enhance the loyalty of consumer groups to brands.

As for the profitability of the two business models, although the reporters did not get the expected answers, another question and answer can also give the enterprise the thinking: "for all walks of life, there is no unprofitable industry, only the unprofitable business model.

Therefore, regardless of whether children's clothing enterprises extend to the animation industry, the most important thing is to find a business mode suitable for the development of their enterprises and a business model that can make profits for the enterprises.

Is there any policy support to enter the emerging industry of animation culture and creativity?

Policies help the development of animation industry

Shishi has issued a number of opinions on Further Encouraging Enterprises' independent innovation this year, in which there are special supporting provisions for promoting the development of cultural and creative industries.

First, reward animation enterprises.

For cultural and creative enterprises with newly incorporated and independent legal person qualifications in Shishi, 3 years from the date of registration, 50% of the enterprises' local income retained by the enterprises in the city are rewarded. Cultural and creative enterprises with their own projects, technology and capital entering the city and registered capital of more than 3 million yuan have been granted 20-50 yuan in business subsidies after the examination. The small and medium enterprises that have paid more than 30% of the total tax revenue and the number of employees have been subsidized by the loan interest. The maximum subsidy for each enterprise is not more than 500 thousand yuan per year.

Two is to encourage enterprises to identify animation enterprises.

Animation enterprises have been awarded a reward of 100 thousand yuan by a national animation company once a year. If the original project of the enterprise is approved by state or provincial special funds, they can not grant more than 20% of the subsidy amount, and the maximum amount is not more than 500 thousand yuan (state) and 250 thousand yuan (province). The original animation and game works are rewarded 500 thousand yuan with international major awards; the national, provincial and municipal major awards are awarded 200 thousand yuan, 100 thousand yuan and 50 thousand yuan respectively; and the recommended cartoons awarded by the State Administration of radio, film and television for the first time are 100 thousand yuan.

At present, the animation business is in a single digit, small play leather animation production outsourcing to Quanzhou Kung Fu animation, and Jian Group invest in the establishment of "big brother" animation company, its cartoon image is the original creation.

Shishi Economic Bureau responsible person interviewed by reporters said that the two different modes of operation of small leather and big brother are all attempts, an innovation, the use of traditional industrial chain advantages, and the combination of animation and creative culture of new cultural industries, is a form of pformation and upgrading of traditional industries, it is indeed worth affirming.

Although the number of children's shoes enterprises is large, there are not many big brands, and there is still much room for improvement in market share.

With the improvement of the standard of living, people are no longer paying attention to the product itself but shopping for shopping. Instead, they pay more and more attention to brand consumption and cultural consumption.

For the children's industry, when entering the brand competition era, enterprises need to pmit their personalized brand culture to the market, enhance the brand image, and let the culture become the core competitiveness, so that culture can become a bridge for communication between enterprises and consumers, and enhance brand loyalty through cultural creativity.

The characteristics of talent intensive, technology intensive and capital intensive make animation industry become a "burning money" industry.

At present, there are more than 60 animation production bases all over the country, and Hangzhou and other places have become the "leading" of the animation industry.

It is believed that the animation industry is highly correlated with the children's industry. The key to the development of the animation industry is the production base of shoes and clothing, which has a complete industrial chain.

Enterprises can develop together and jointly invest in the establishment of animation companies. Under the policy support, they will jointly face and solve the problems of talents and technology. Through the original animation, they will promote the establishment of animation brand, combine the animation culture creativity with the industry deeply, create the "animation lion stone" industrial brand and industry brand, promote industrial pformation and upgrading, and realize the rapid development of new industries.