Development Of Animation And Animation Apparel Industry In China

Despite the development of China's animation industry in recent years, there is no real animation company with international competitiveness and influence, but as an animation in the animation derivatives industry. Clothes & Accessories The industry has taken a place in the world, according to China. Spin A related data shows that China Animation costumes The supply has accounted for 48.20% of the global market, and China's animation apparel matching capabilities have obvious advantages over other countries.

Maison culture (002699, stock bar) creative Limited by Share Ltd (hereinafter referred to as "Maison culture") as one of the main animation costumes manufacturers, Maison culture will soon visit the Shenzhen Stock Exchange. It is understood that Maison culture intends to issue 23 million 500 thousand shares of A shares to the public, and the total share capital after issuance is 93 million 500 thousand shares.

Broad market prospects

The animation industry chain mainly consists of three levels: first, the original market of animation works; the two is the production and dissemination of animation; the three is the derivatives of animation, including clothing, toys, daily necessities, etc. The three level is the pyramidal structure of the market. The market size of the next level is larger than that of the previous level, especially the derivatives of the animation market. Maison culture is in the animation and derivatives industry. It belongs to the animation and costume industry in the animation derivatives industry.

Animation costumes are mainly used in traditional festivals such as Halloween, carnival, Christmas, and other occasions that need to be dressed. Europe and the United States occupy a leading position, for example, in the National Retail Federation NRF (NationalRetailFederation) commissioned by BIGresearch for Halloween consumers' willingness and behavior questionnaire survey report, in 2009, 35.3% of the American consumers wear animation modeling. clothing Celebrate Halloween, on average, each person spends 66.54 dollars on clothing, candy and accessories. Modeling clothing For $24.17, sales of Halloween clothing totaled $2 billion 100 million. The National Retail Federation (NRF) surveyed US consumers in 2010, spending about $5 billion 800 million on Halloween, up from $4 billion 750 million in 2009, and spending more than $2 billion 500 million on animation costumes.

At the same time, the consumption of Chinese animation costumes is not yet popular. According to the 2010 China Animation Industry Investment Research Report released by the domestic entertainment industry research institute, the annual average growth rate of the Chinese animation and animation derivatives market will remain at 30% left and right. By 2012, the capacity of China's animation clothing consumption market is also expanding, and it is expected to reach 3 billion 300 million yuan by 2012. Animation costumes in China are ushering in a "golden era".

Maison culture is one of the main animation costumes manufacturers in China. It focuses on the development, production and sales of animation and animation derivatives. The main products include Disney's cartoon costumes, cinematic cartoon costumes, traditional festivals, cartoon costumes and decorative head towels.

From the first half of 2009 to the first half of 2012, the main business income of Maison culture reached 124 million 794 thousand and 900 yuan, 189 million 448 thousand yuan, 214 million 250 thousand and 300 yuan and 68 million 836 thousand and 900 yuan respectively, and the company was gradually becoming an anime. Apparel industry The leading brand.

Integrating horizontal and vertical resources

In the European Union and the United States, constantly improving the threshold of imported clothing, and increasing the cost of domestic raw materials and manpower, the sales and production of China's animation and apparel industry gradually concentrates on enterprises with strong design ability, large scale and high product quality. The industry status of Maison culture makes the company have larger market opening space and bargaining power, and the number of customers and the scale of customer demand increase year by year.

The scale of animation clothing industry is closely related to brand authorization. By using a brand name and logo that has been established successfully for many years, the authorized business can make the product faster understood by consumers and more easily accepted by sales channels. Brand authorization provides an authorized consumer with a familiar and favorite consumer brand. Consumers are willing to pay a premium because of the cartoon image, and the profit margin of the product is higher. Among them, Disney's authorized image Mitch (Mickeymouse) and bear bear Vigny (Winnithepooth) retail sales amounted to $5 billion.

In 2010, Maison culture obtained Disney's authorization and began to design products for domestic sale independently. On the other hand, the unauthorized products developed independently were also accepted and sold by overseas customers such as Keller, Germany. The independent design ability and business space of Maison culture were improved.

At the same time, animation costumes are fast moving consumer goods, timeliness is strong, product variety is rich, the popular image and style of each year have changed greatly. As a manufacturer of animation costumes, we must be able to respond quickly to changes in demand, and complete the sample interaction design and organize production in a relatively short time.

Maison culture attaches great importance to customer's time requirements for delivery and the value created by the two design for customers. In recent years, by continuously introducing designers, deeply participating in the design of products and fabric selection, matching collocation and other links, the customer's purchase cost has been reduced under the premise of meeting the quality and use requirements. In order to make the design concept more close to customer needs and enhance design efficiency, Maison also recruited a senior design team from Hongkong. In addition, Maison culture also focuses on training young professional designers, organizing regular staff training and learning, and improving the speed and innovation ability of the company's products.

Maison's response ability and product quality have been recognized by many customers. The number of customers has increased from 16 in 2008 to 49 at present. The market share of the company in the animation and apparel industry has been increasing year by year. The company's products are sold to the United States, Canada and Europe, including animation clothing trade wholesalers, monopoly chain stores, large supermarkets, department stores and other terminal channels. Disguise, PaperMagic, MegaToys and Christy are all the core customers of the company. Their products are diversified, and dominate the demand of the world's popular animation costumes.

In addition to quick response capability, suppliers also tend to choose larger and productive enterprises as their important product manufacturers, thereby reducing management difficulty and controlling risks. The supply capacity of Maison culture has been expanding over the past two years. In 2011, the company produced 4 million 860 thousand and 400 sets of animation costumes, and large-scale production advantages also helped the company to quickly get new customers' recognition and expand their business.

At the same time, in the period of 2011-2012 years, the company has been identified as the key enterprise of national culture export, Zhejiang demonstration culture enterprise and the key enterprise of Zhejiang culture export; the animation base of the company is identified as the key project of national culture export.

Mason Culture said that the "animation clothing expansion project" and "R & D design center project" proposed by the fund raising fund will improve the company's complete industrial chain including product development, process design, scale production, channel marketing, independent marketing and brand management, forming a strong core competitiveness, and further consolidating the leading position of the company in the animation apparel industry.