Current Situation Of Children'S Wear Market In Quanzhou: Attacking Children'S Wear Market At Home And Abroad With The "Cartoon Banner"

A few days ago, Quanzhou Children's Clothing Another new member was added to the family. The children's clothing brand Kadou of Hyatt Group (Hong Kong) International Development Co., Ltd. was officially launched, and next year, 104 episodes of Kadou anime blockbusters will be launched on CCTV and local mainstream media.

In addition to Dadida, Ziyan, Little Naughty, Big Thumb, No.8 Bear, Jamie Bear, Jazz Rabbit and other Quanzhou children's wear brands that have set foot in the animation field earlier, at present, there are dozens of children's wear enterprises in Quanzhou plate carrying the "animation banner", attacking the domestic and foreign children's wear market with firepower.

　　 Transformation needs: the traditional model continues to change

According to insiders, at present Children's clothing The production bases mainly include Foshan, Guangdong, Hangzhou, Zhejiang, Wuhan, Hubei, Quanzhou, Fujian, etc. Among them, there are more than 4000 children's wear enterprises in Zhejiang alone, and thousands of children's wear enterprises in Quanzhou.

Quanzhou children's wear enterprises, which have a perfect production chain, have put their advantages into the production practice of foreign trade OEM from the beginning, and are constantly refining their production skills in the process of processing and production for international brands. Just a few years later, the consumption capacity of the domestic market has led enterprises to turn around and focus on the domestic market. While trying to establish business channels, they began to cultivate their own brands.

"Although all children's wear enterprises in Quanzhou have ten or twenty years of industry experience, at present, most small and medium-sized enterprises still stay in the traditional survival mode of wholesale and outsourcing. If they do not transform, they will inevitably be eliminated in the future, and even the whole children's wear industry in Quanzhou has a survival crisis." Zhao Jianhe, chairman of Green Group, continued to analyze based on his years of experience in foreign trade, "There is no brand in doing foreign trade. How to transform is not just a name.

We spent a lot of time thinking about how to open the domestic market. Until 2008, a new idea came into my mind. We have decided to attract children by telling stories to create our own brand. Today, the image of cute bear is not only active in CCTV, but also in the hearts of children. " Zhao Jianhe of Green Children's Wear believes that the children's wear industry in Quanzhou has developed for ten or twenty years, and only in recent years has there been some eye-catching performance.

　 Profit innovation: animation feeds back traditional industries

Integrate animation cultural elements into the traditional children's clothing industry, and comprehensively promote the tradition clothing The industry is developing towards high-end industries such as cultural and creative industries, improving the added value of products and upgrading the industrial value chain. This is the driving force for children's clothing to do animation, and it is also the good intention of the government to actively guide the development of the animation industry.

"Take the path of creative animation, with large investment and long time, many enterprises were unwilling to do it before. If we want to do it, we need to do the whole industry chain, integrate independent copyright animation, broadcasting, derivative children's products, terminals and other diversified products to complement each other, so that we can make the best use of high cost animation investment." Huang Genggeng, general manager of Ziyan Light Industry, told reporters.

In 2008, Quanzhou Ziyan Light Industry, a bag company that processes Disney and Barbie dolls, invested 180 million yuan in the animated series Swallowtail Man. With the successful production and broadcasting of cartoons, Ziyan Light Industry has begun to develop and promote its own brand and developed a collection of products relying on its advantages and strength in derivatives research, development and production for more than 20 years shoes A comprehensive industrial chain integrating clothing, toys, stationery, bags and other animation derivatives.

It is understood that Ziyan Animation Technology Co., Ltd. is currently licensing the "Swallowtail" trademark and cartoon image brand with Canadian CALEGO. In addition, the company also cooperated with Brazil chibrancoml. Imp.E.EXP company to sell its own brand "Swallowtail", "KOKO CAT" and other animation derivatives to Brazil, with a sales volume of 1.5 million dollars. At present, the authorized agency agreements on image copyright in Brazil, France, Turkey and other countries are under negotiation. {page_break}

Seize copyright and sprint animation derivatives market This is also the expected development direction of Kadodu. "The era of relying on hard advertising to spend money and bombard the cumulative advertising effect is going away. The next advertising marketing model will be more and more" moistening things silently ". Because, whether it is outdoor advertising or traditional media advertising pages, promotional films can only get a glimpse of people, or in certain regions. But if it is in the form of animation, it can promote online The integration of offline resources can be well reflected in mainstream media, network and sales terminals. Moreover, each step will expand the publicity effect. "

When it comes to advertising costs, He Jun, the marketing director of Kadudu, said, "It seems that traditional enterprises invest heavily in animation, but compared with traditional advertising marketing, the cost of animation marketing is not as terrible as expected, and its communication is more powerful." A group of survey data showed that animation marketing can reduce the promotion cost by more than four times, The communication strength is 4-5 times that of traditional advertising.

　　 Big name share: still from animation

"When the category began to be subdivided, the competition for this category has begun to turn white hot," a clothing industry insider told reporters. With the continuous upgrading of the competition in the children's wear industry, especially when adult clothing brands and sports brands are involved in the field of children's wear with strong financial strength, the competition in China's children's wear industry has reached a white hot.

Anta, Tebu, 361 ° and other sports and leisure brands have also decisively occupied the children's clothing market in recent years, launching children's clothing brands and focusing on animation marketing. Several major brands either borrow chicken to make eggs, or prepare to set up their own R&D and design teams to show their magic.

It is understood that 361 ° children's clothing has successfully signed with Disney and Warner Brothers this year, obtaining two image authorizations of "Batman" and "Spider Man". For this reason, 361 ° children's clothing will focus on the classic image of Batman and Spider Man, launch 361 ° cartoon hero series children's clothing, and integrate online and offline resources for three-dimensional marketing promotion, including the implantation of 361 ° own animation dramas, the dissemination of major domestic parent-child interaction platforms, and the all-round promotion of 1400 terminal stores nationwide. This "borrowing chicken to make eggs" will also link the 361 ° brand image with the positive image of heroes and their respective excellent qualities.

In addition to the relatively safe path to purchase copyright, recently, there was also a rumor in the industry that a traditional clothing brand in Quanzhou, which was rich and powerful, was eager to win the "licensing right" at one stroke, and was ready to "dig" animation from the animation industry designer To design their own children's wear brands. The price of animation designers in the children's clothing industry has been rising all the way, until recently a clothing brand in Xiamen successfully recruited designers with an annual salary of 1.2 million, breaking the latest record in the industry.

　　 "Well known adult brands should be more inclined to purchase the copyright of animation images that have been successfully operated. Because these enterprises do not need to rely on animation to promote their brands at all, just to seize the children's clothing market and find a breakthrough point. Of course, they have such financial strength to invest in an animation that may succeed, but if they fail, this failed chess game is likely to bite him back The brand that we have worked hard for many years has become the burial ground for the end of its brand. " Kadudu Qin Guangyang said.

At the just concluded Kadodu brand strategy conference, Kadodu officially signed a contract with Jiajia Cartoon Satellite TV. This signing has made the animation marketing of Quanzhou children's products enterprises, which have attracted much attention earlier, become a hot topic in the industry again.

Before 2009, Quanzhou animation market was still quiet. After 2009, animation forces began to infiltrate into Quanzhou, and the animation brand making tide of local children's wear brands broke out in the past year or two.

In addition to the Kadodu 3D animation that is being prepared for launch, the 104 episode fun animation of Shishi children's clothing brand Xiaokipi, "Xiaokipi's Fairy Tale Adventures", will also be shown on CCTV and some provincial and municipal children's channels in the near future. Just last August 21, the first episode of Little Fun Skin was also publicly presented at its new product launch.

As early as a year ago, according to the actual situation and resource advantages, Big Thumb Children's Wear decided to cut into the market from children's wear, and comprehensively entered the operation field of the animation industry by establishing the franchise chain system of "Big Thumb Family Fashion House". At the same time, another Quanzhou children's clothing brand animation of the same name, "Jazz Rabbit", has also begun to be popular on CCTV One, CCTV Children's Channel and other channels.