Shoe Enterprises "Micro Animation Star" Is Not Overnight To Affect The Upgrading Of The Industrial Chain Brand.

Over the past 10 years, Shoes and clothing With the form of "star + advertising", enterprises break through a brand road. In the past two years, children's products industry has set off an upsurge of comic animation and animation marketing. Recently, the reporter learned from the industry that children's shoes enterprises in Quanzhou are going to invest in building 3D "micro animation". In fact, this brand new marketing method has also been tried by other industries, and many enterprises are eager to try to achieve the transformation and upgrading of the brand.

　　 Korea has been popular for a long time.

In September 17th, Kung Fu anime launched the latest 3D "micro animation" project "stupid mouse" plan. It is learnt that unlike the previous more than 10 minute series of animated cartoons, the clumsy rat has only 3 minutes per episode and 30 episodes as a project.

"The production of" micro anime "requires a higher degree of difficulty for the script, and the purpose is to be humorous and happy, but the anime characters do not have verbal dialogue, only by body language, so that all people can understand it at a glance. Kung Fu animation President Li Zhubing told reporters that, like micro films, the emergence of "micro animation" is in line with the modern people's concept of time and habits. "Micro anime" project launched, it attracted many Quanzhou enterprises to cooperate, not only from children's clothing, children's shoes, but also food companies, they want to try.

It is reported that "micro anime" is very popular in Korea. In recent two years, the Korean cartoon "bad bear", which is popular in China, is the representative work. However, the idea of combining micro animation with industry comes from the market demand of upgrading Quanzhou's industrial brand. Li Zhubing said that over the past two years, Quanzhou has launched a "cartoon making brand" boom. Many companies are very interested in animation production. "But the investment in animation series is too large. Not all enterprises can afford it, but less than 67 million yuan, and more than tens of millions of yuan in investment costs, which makes business owners worry."

"Ordinary 26 episodes, 13 minutes per episode of animated cartoons, production and promotion costs about 6 million yuan, and a 30 set, 3 minutes per episode" micro anime "project, all costs add up to about 3 million yuan, which is suitable for some brands that want to upgrade but no big money invested. Insiders calculate an account, which is an important reason for the "micro animation" project to attract a number of Quanzhou enterprises.

　 Combined with industry to help enterprises

"Micro animation" this new marketing method has been looked at by many enterprises. In the two years of Quanzhou's "cartoon brand" background, it will not be surprising.

In 2009, Green group, the leading enterprise of children's wear in Quanzhou, put forward the concept of "story telling children's clothing", designing cartoon characters and making cartoon story CDs. Last year, Zi Yan light invested 180 million yuan to invest in the animated series "swallow tail man" broadcast in China, the unique "Quanzhou element" has become a major attraction. This year, a number of animated cartoons such as jazz rabbit, naughty boy, Kasiron and other Quanzhou children's products enterprises have landed on the TV animation channel.

"The relevant parties have been examined and approved, and the next step is to determine the broadcast time, which should be broadcast before the end of the year." Huang Liangsheng, general manager of small leather general, said that the company's "fairy tale adventure" is a science fiction, inspirational and action class. There are 104 episodes, which will be shown on some important children's channels.

Similarly, Kasiron's (China) Limited investment company, according to its brand animation image adaptation of "dragon search" will be released by the end of this year. "Because this year is the year of the dragon, the theme of the cartoon is also about dragons, and it will definitely be released before the end of the year." Kasiron chairman Ding Canyang said.

It is reported that Quanzhou children's shoes, Children's wear These series of animated cartoons will not only be broadcast on specific channels, but will also be broadcast in hundreds of TV stations and hundreds of Internet media in the whole country. These enterprises carry the "animation banner" and carry out the three-dimensional animation marketing, and have opened the vigorous brand building movement of Quanzhou children's products industry.

"Micro animation" is also the same way of marketing, and even more suitable for the use of new carriers, such as micro-blog, car TV and so on to spread. Li Zhubing believes that without language dialogue, the influence of micro animation may be greater, and it can spread freely across the globe. "After all, there are limitations in voice language, but if it's body language, people on earth can understand it, and the effect of viral transmission is faster." He said. {page_break}

Leveraging the 500 billion culture market

Reporters learned that the Quanzhou children's products industry to invest in animation production and promotion costs, many projects are calculated by tens of millions of dollars, although the cost is not low, still let many enterprises in droves. In the view of investors, such investment brings brand profits far beyond people's imagination.

"The industry is no longer profit oriented, but brand oriented. The success of the cartoon image will definitely affect the degree of recognition of the brand. Ding Canyang told reporters that since 2007, the company has made professional design for the brand animation image, and in 2010, it has made a comprehensive improvement. This year, we completed the production of animated cartoons. "Although the cartoon has not yet been broadcast, the product structure derived from the brand animation image has been diversified, which greatly boosted the confidence of dealers and terminal stores".

"When it comes to fragmented wholesale, there may be more than 300 customers in one area, and only 80 customers follow up after the transformation of the enterprise, which means that the market space of 2/3 can be changed." Ding Canyang said that to enhance the company's animation brand image, it is to develop a larger market space.

It is reported that the cost of playing the same name animation "Xiao Pi Pi" is 20 million yuan, but Huang Liangsheng thinks it is worth it. "This marks a change in the business mode of enterprises. Previously, in the eyes of consumers, we may just be manufacturing enterprises. By creating brand animated cartoons, cultural enterprises can be transformed into cultural products, which are not limited to shoes and clothing products." He said, there is a survey report that China's children's clothing market has more than 1000 billion, the animation market is about 50000000000 yuan, "but the United States, such a big animation country, the animation market is 500 billion dollars, I believe that with the maturity of China's animation industry, the scale of 500 billion yuan is not a problem, we want to move is the more than 5000 million animation culture market."

"Micro animation" is also such a truth. Li Zhubing said that the investment of "micro animation" is much less than that of ordinary cartoons, but it also has a "leverage effect" on the brand. The manufacturing enterprises in Quanzhou are learning how to use virtual culture to enhance brand. "Compared with celebrity endorsements, the image enhancement effect of brand animation is more permanent." He said.

　 "Animation star" is not achieved overnight.

The animation blue book released this year pointed out that entertainment means such as microfilm, microfilm, micro interview and other micro life have also flooded our lives with the micro-blog's interactive platform. Under the guidance of micro culture, "micro animation" as a new emotional expression, interactive mode, began to be the concern of the animation industry. The concept of "micro animation" determines that its audience is not a child, but a social mainstream group with a high cultural level, sensitive to all kinds of current affairs information, and enthusiastic about IT culture and modern lifestyles such as mobile Internet. The blue book says.

"In fact, for children's products industry, the benefits of advertising need to be bidirectional, such as children and parents, because consumers are likely to be the determining factors in these two aspects when buying products." Ding Canyang said.

Experts believe that "micro animation" just solved this problem, it can be used in the form of animation to allow children to accept, in content, it can also allow more adults to accept, so as to achieve the goal of dual audiences.

"However, even if" anime star ", animation three-dimensional marketing, we should have an overall marketing plan. Su Jing, Deputy Secretary General of the professional clothing Committee of the brand China industry alliance, believes that Quanzhou enterprises are flocking to participate in the "animation brand" campaign boom. Enterprises should not only do their brand positioning well, but also should have overall planning in the combination of animation image marketing, distinguish the different marketing strategies in the former, middle and later stages, instead of focusing solely on the broadcast of cartoons, and be good at seizing different opportunities to differentiate marketing, otherwise they will easily fall into the whirlpool of homogenization competition.

"Enterprises are also tolerant." anime making stars "is a process, and can not be achieved overnight. Marketing There needs to be continuity. " Ding Canyang said that even if the high level anime films are taken from filming to industrialization, it will take 10 years. The insistence of enterprises is very important. So the broadcast of "the dragon of CAS" is only the first animated cartoon of the brand, and then the enterprises will continue to exert themselves in the animation market.