Children'S Shoes And Clothing Enterprises And Animation, Perfect Combination To Create Good Results.

A few days ago, the Quanzhou children's wear family was filled with a new member, Hyatt group (Hongkong) International Development Co., Ltd.

Card Dudu officially launched, and next year in CCTV and local mainstream media on the card Dudu 104 sets of anime blockbuster.

Coupled with the early childhood has been involved in the field of animation tick, Zi Yan, naughty, big brother, 8 bear, Jamie bear, jazz rabbit and other Quanzhou children's products brand, at present, Quanzhou plate has dozens of children.

Clothing enterprises are carrying the "animation banner", and fire attacks on domestic and foreign children's market.

Transformation needs: traditional mode continues to change

Insiders said that at present, domestic children's clothing production bases mainly include Guangdong Foshan, Zhejiang Hangzhou, Hubei Wuhan, Fujian Quanzhou and so on.

Among them, there are only more than 4000 children's clothing enterprises in Zhejiang, and there are thousands of children's clothing enterprises in Quanzhou.

Quanzhou children's clothing enterprises, which have the perfect production chain, have put their advantages into the practice of foreign trade foundry from the very beginning. They are also constantly refining their own production skills in the process of international famous processing and production.

Just a few years later, the consumption power of the domestic market led companies to turn around and began to focus on the domestic market.

On the other hand, they strive to establish business channels and start cultivating their own brands.

"Children's clothing in Quanzhou"

Although there are ten or twenty years of experience in the industry, most of the small and medium enterprises are still in the traditional survival mode of wholesale and export.

If there is no pformation, the future will inevitably be eliminated, and even the entire children's clothing industry in Quanzhou will have a survival crisis.

Zhao Jianhe, chairman of Green group, continued to analyze his experience in foreign trade for many years. "To do foreign trade is not a brand, but how to make a pition, not to name a brand."

How to open the domestic market, we spent a lot of time thinking about it.

Until 2008, a fresh thought broke into my mind.

We decided to use storytelling to attract children and play their own brands.

Today, the naive image of cubs is not only active in CCTV, but also active in the hearts of children.

Green's children's clothing Zhao Jianhe believes that the children's clothing industry in Quanzhou has been developing for ten or twenty years, and only in recent years has it achieved some eye-catching performance.

Profit creation: animation regenerates traditional industries

Integrating animation culture elements into traditional children's clothing industry to promote traditional culture

Industry to develop high-end industries such as cultural and creative industries, improve the added value of products and enhance the industrial value chain, which is the driving force of children's clothing animation, but also the government's positive intentions to guide the development of the animation industry.

"Take the road of creative animation, big investment, long time ago, many enterprises do not want to do.

If we want to do it, we must do the whole industry chain, and integrate complementary products such as independent copyright animation, broadcasting, derivative children's products and terminals, so as to make the cost of animation input to the extreme.

Zi Yan Light Industry General Manager Huang Genggeng told reporters.

In 2008, Quanzhou Zi Yan light industry, a bag enterprise for Disney and Bobbi's OEM processing, invested 180 million yuan to invest in the animated series "swallow tail man".

With the successful production and broadcasting of animated films, relying on more than 20 years' advantages and strength in research and development of derivatives, Zi Yan light industry began to develop and promote its own brand, and developed a comprehensive industrial chain integrating animation, derivatives, shoes, clothing, toys, stationery and bags.

It is understood that the current Yan Yan Animation Technology Co., Ltd. is in line with the Canadian CALEGO company on the "swallow tailed Knight" trademark and cartoon image brand authorization.

In addition, the company has also worked with chibralicoml.Imp.E.EXP Brazil to sell its own brand derivative products such as swallow tails and KOKOCAT to Brazil with sales of 1 million 500 thousand US dollars.

At present, the authorized agency agreement on image copyright in Brazil, France and Turkey is under negotiation.

Seize the copyright and sprint the animation derivatives market, which is precisely the expected direction of development.

"The era of bombing and accumulating advertising effects by relying on hard and broad money has gone away.

The next advertising marketing mode will be more and more "smooth".

Because, whether outdoor advertising or traditional media advertising pages, promotional films can only get a glimpse of people, or in certain specific areas.

But in the form of animation, it can promote the integration of resources under the online and offline, and can be well reflected in the mainstream media, in the network and in the sales terminal.

And every step will expand the publicity effect. "

Speaking of advertising costs, He Jun, director of marketing, said: "traditional enterprises invest in animated cartoons. It seems that the initial investment seems to be huge. However, compared with traditional advertising and marketing, the cost of animation marketing is not so terrible as it is imagined, and its spread is even greater."

A set of survey data shows that animation marketing can reduce the cost of promotion by more than 4 times, but the intensity of dissemination is 4 to 5 times that of traditional advertising.

Big slice: still cut from animation

"When the category begins to subdivide, the competition of this category has begun to heat up."

A clothing industry insider told reporters.

With the escalating competition in children's clothing industry, especially adult clothing brands and sports brands with strong financial strength in the field of children's clothing, the competition of Chinese children's clothing industry has become white hot.

Anta, XTEP, 361 degrees and other sports and leisure big names are also playing a decisive role in the market of children's wear in recent years. They have launched children's wear brands and focus on animation marketing.

A few big brands or borrow chicken or eggs, or prepare to set up their own R & D design team.

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It is understood that the 361 degree children's wear this year successfully signed Disney and Warner Brothers, won the "Batman" and "Spiderman" the two image authorization.

To this end, 361 degree children's clothing will revolve around the classic image of Batman and Spiderman, the introduction of 361 comic cartoon heroes series children's clothing, and integrated line and on-line resources for three-dimensional marketing promotion, including the 361 degree own animation series implantation, the domestic major parent interaction platform spread, and the whole country 1400 terminal stores full extension.

This trick will also connect the 361 degree brand image with the positive image of the hero and the excellent quality of each individual.

In addition to the relatively safe way to buy copyright, recently, the industry also once heard rumors, a rich Quanzhou traditional clothing brand, eager to win the "licensing rights" in a single move, preparing for the original animation from the animation industry "dig" animation.

To design for children's clothing brand.

The price of animation designers in children's clothing industry is also rising all the way. Until recently, a clothing brand in Xiamen successfully brought designers to 1 million 200 thousand annual salary and refreshed the latest record of the industry.

"Famous adult brands should be more inclined to purchase animated image copyrights that are successful.

Because these enterprises do not need to rely on anime to publicize the brand at all, simply to find a breakthrough point in order to seize the children's clothing market.

Of course, they have the financial strength to invest in an animation that may be successful. But once they fail, the defeated chess game is likely to kill them for years.

Brand has become the burial place of its brand end. "

Card Dudu, Qin Guangyang said.

At the end of the card Dudu brand strategy conference, card Dudu and Jiajia cartoon TV formally signed.

The signing of the contract has made the Quanzhou children's products company, which has attracted much attention, become a hot topic in the industry.

Before 2009, the animation market in Quanzhou was still silent.

After 2009, the animation force began to infiltrate into Quanzhou, and the animation brand of local children's shoes and clothing brand was concentrated in the past one or two years.

In addition to the card Dudu 3D animation, which is preparing for the birth, Shishi children's wear brand 104 play fun play "the fairy tale of little plaything" will also be shown in CCTV and some provincial children's channels.

In the past August 21st, the first episode of "little play leather" was also presented in its new product conference.

As early as a year ago, according to the actual situation and resource advantages, big boy's children's clothing decided to enter the market from children's clothing, and through the establishment of a franchise chain system of "big brother family fashion hall", it entered the field of animation industry operation.

At the same time, another Quanzhou children's clothing brand of the same name animation "Jazz rabbit" also began in CCTV, CCTV children's channel and other popular.