The New Product Competition Of The Dragon Dragon Product

It is worth mentioning that the production of the animation is in Zhejiang.

Holding group.

Zhejiang, once known for its traditional manufacturing industry, coincides with a good time for Hangzhou to create an animated capital. These aggregations are a signal: the development of traditional industries is facing a bottleneck at a certain stage, and new forces are urgently needed to promote pformation.

Plus animation, Tai Zi Long's practice has become a fresh upgrade sample of traditional industries.

Confusion in the "three identical" times

Differentiation of competition

Founded in 1995, and has gone through more than 10 years of development, the marketing network of Tai Zi long dress has been expanding. So far, there are more than 2000 franchise stores in the country, and ranked among the top ten of the national garment industry competitiveness. Last year, the sales volume has reached 1 billion 300 million yuan.

But all kinds of honors and achievements did not relax the Tai Zi Long group.

"The market is changing and customers are changing, especially in terms of brand culture. There is still a long way to go from the world famous brands."

Wang Peihuo, chairman of the group, captured this hidden worry.

Similar to many traditional manufacturing industries in Zhejiang, Tai Zi Long Group is facing the "ceiling" problem that will soon touch the industry at the initial stage of capital accumulation and development. With the increase of raw materials and manpower costs, the profit space has been continuously compressed. More seriously, homogenization is becoming more and more serious, no matter product, market or marketing.

"Enterprises must break through the worries of growth, innovate and take the road of differentiation."

Xu Yongji, chairman of Tai Zi Long culture communication limited, said that when product competition is difficult to distinguish from technological process and factor cost, it is only through cultural competition that we can win or lose.

In their view, it is a perfect fit to get involved in the animation industry and take the cultural route.

Altman's inspiration

Looking for the "blue ocean" in the animation industry

"This is a blue sea in the Red Sea."

An expert very much agrees with this cultural strategy of Prince Tai Lung.

Such a decision coincides with the relevant industrial policies of the state.

In the 36 aspects of the non-public economy, we strongly encourage private enterprises to enter the cultural industry, and the animation industry is within the scope of its support.

"Entering the field of animation is not only in line with the relevant national industrial policies, but also in line with the needs of cultural safety."

Xu Yongji said that Hangzhou's intention to create "animation capital" is to seize advanced opportunities.

In contrast, the animation industry is facing embarrassment at the cost of 10 thousand to 20 thousand yuan per minute, while selling to TV stations is likely to be only 1000~2000 yuan / minute. This is the upside down situation of the domestic animation industry's general broadcasting price.

"The lack of marketing channels and the lack of suitable profit models are a fatal injury to the animation industry."

Xu Yongji said that if we want to get out of the current development cycle, we must form a complete industrial chain.

Xu Yongji told a story: his daughter was "obsessed with" Altman. He clearly remembered that before her daughter went to primary school, he liked Altman very much, and knew Altman by her parents, grandparents, grandparents, and many other people around him.

"The intensity of communication is considerable."

Xu Yongji said that in addition to cartoons, books, toys, discs and costumes related to Altman also entered the eyes of children and parents at that time, and the influence lasted until now.

"The biggest profit point of the animation industry is not in the sale of film and television copyright, but in the development and production of derivative products."

An expert after examining the Japanese anime, said with deep feeling.

Indeed, the starting point of the animation industry is cartoon image, and the end point is its derivative products, such as Mickey Mouse of the United States, the theme park, clothing, image patent and the expanding industry chain that this mouse brings are closely related to its marketing channels. However, our traditional industries such as clothing and so on, its mature and developed marketing network is the lack of animation industry at present.

Once the two are combined, the energy of their outburst will be enormous.

Little hands and big hands

Traditional industries

Where is the junction between Taizi long and the image of "Dragon Prince" in garment enterprises? Is there any deviation from the main business? "It is not the deviation from the main business, but on the contrary, it is the interaction between the two industries and the effective upgrading of the garment industry."

For this doubt, the head of Prince Tai Lung Group gave this explanation.

"Parents bring their children to the store, we will give the Dragon Prince's comic books, and later will play comedy films, through the culture of this new cutting-edge marketing to impress consumers, the impact is subtle."

Liu Qi, general manager of Yunnan branch of Tai Zi Long clothing company, said that the response of parents and children was very good in the past two months.

There are more than 2000 similar franchised stores in China.

That is a consumption culture mode of "small hands and big hands".

At present, one of the main consumers of "Taizi lung" is the parents of the readers of the Dragon Prince. The cartoon culture can be penetrated into their buying habits through their children.

In addition, the young people who read the story of "Prince of dragons" may be the consumer of "Prince dragon" after 5~10 years.

"The traditional industry must be a hundred years' brand, and we must continue to evolve and evolve."

According to the development mode of Tai Zi Long group, in the early stage, it was "brand supporting animation". Later, this mode was "animation service brand" to promote the development of garment industry.

It is revealed that in the next three to five years, the group will invest 200 million yuan to build the cartoon Star Dragon Prince.

At that time, all the comics and comedy short films will be on the stage. The fashion style Taizi long dress, food, toys and Dragon Prince culture theme park have been included in this giant chain.

"To be China's Disney."

The head of Prince Tai Lung Group looks forward to it.