How Does The Original Brand Of Children'S Shoes Rush Out Of The Cartoon Encirclement?

Every child has one or several beloved cartoons in his childhood. And children are going to grow up, and animated films are constantly being introduced. shoes Cartoon brands are also floating.

In 2000, Wantai Sheng's "Lotus Lantern" had long been extinguished. In 2002, more than 30 blue cats only left Fick's "blue cat". In 2002, the "Altman" and "Spiderman" gradually disappeared. In 2006, except for the start of the "hundred Mickey", the "elf Mitch" and "Mickey little teammates" and "Kamino" all failed. During this period, all kinds of children's shoes cartoon brands such as "flying girl" and "A Tongmu" suddenly disappeared after a flash in the pan.

The cartoon image that can last forever and never tide is very few, that is to say, the life span of cartoon itself is very short. And children's shoes are 0-16 year old children's products, targeting the sales of children are generation after generation of children, so that those who follow the wind and casually paste a cartoon image of children's shoes are doomed to go very far. However, a more serious problem is that the cartoon brand market in South Fujian children's shoes enterprises is very chaotic.

Edge brands are in a dilemma.

Altman and Spiderman went crazy in 2003. There are "American Altman", "Hongkong Altman", "Altman team" and "Watt Altman". There are "cartoon Spiderman", "movie Spider Man", "Spiderman and friend", and children's shoes enterprises rush to register the 25 kinds of trademarks of Chinese and English names of this low-level word game. And the registration of image trademark also uses the same method. "Babu" and "Babu dog", "Disney Mitch" and "hundred Mickey" and so on, are nothing more than changing your nose, I change my ears, you wear a vest and I wear it. Hat It is like a game of "finding fault", which is dazzling and difficult to distinguish between male and female.

Such a similar trademark and graphic trademark can be registered successfully because the trademark right of the country is very irregular, and the copyright owner who has been plagiarized has no sense of property rights protection. Another reason is that these brands are not big enough and not famous enough. Copyright owners do not care. In English and Chinese, it takes only one year from application to get the trade mark registration certificate, while the image identification takes 3 years, but the TM can be used in the product after one month.

Confucius said: no action. Some trademark brands that have successfully registered trademarks and no copyright disputes have come to their own end. The industry said that as long as the children's shoes with Altman's design can be sold. At that time, parents and children didn't know which was the official copy. But in 2008, the word "Shanzhai" spread like wildfire. The younger generation's parents and their children began to branding, and began to care about whether they bought genuine or cottage goods.

Of course, parents can choose to buy genuine children's shoes, but well-off families prefer to buy cheap, no brand children's shoes on the Internet. The brand of children's shoes that have only been roughened up and wanted to benefit from fishing have been eliminated in this "Shanzhai" wave. The brand of the edge brand that has some strength in the market of children's shoes is gradually making its own appearance from "imitation", but the shadow of "imitator" is always incapable of being wiped out.

Difficult transformation of authorized brand

After the "Betty baby" authorized brand was taken away last year, Dong Zheng children's Articles Co., Ltd. now owns three international authorized brands, namely "Popeye", "SpongeBob SquarePants" and "Dora", and a "naizu" own brand. Although East has pioneered the one-stop shopping mode of "naizu Tong pin world", in the long run, Dong Zheng hopes to rely on the well-known brands authorized by these brands to promote the promotion of the outdoor brand of the independent brand "naizu".

Authorized brand sells more than brand influence, so as to enter the consumer's horizon in the shortest time. The higher the authorized fee, the higher the cost to earn, the greater the power. But the limitation of the authorization time will undoubtedly restrict the authorized enterprises from making great efforts to do brand marketing. Moreover, the authorization of a brand can be distributed to children's shoes enterprises in different regions according to the region, and it can also be delegated according to the category of children's shoes. This leads to confusion between consumers and the same agent brand.

Such a disadvantage, of course, is the number of licensed children's shoe enterprises. After all the authorized brands have been collected, the friends of the foot sports company want to create their own brand "enough friends" and "Leo Dick", but with little success. Because the brand of children's shoes has mushroomed. The time has passed, and the transformation is too late. And this year's footsteps had to turn back to the original point, launching a new authorized brand "balbala little devil Fairy", "armor warrior" and so on, and continue to do more brand composite operation. But I don't know where they will go when these brands are taken away.

Self built brand

When the authorized brand and the edge brand are gradually declining, the brand of children's shoes starts to be sharp, such as ABC, CE, POOVE and so on. These brands are not eager for success, but lay a solid foundation. Cultivate customers from one to one, overcome difficulties in one product, and finally accumulate a lot.

ABC brand was founded in 1983 in Taiwan, and entered the country in 1990. It is wholly owned by foreign businessmen and Suzhou AI Xi. clothing Ltd., Jinjiang Dingli shoes industry Co., Ltd., Wenzhou Harry Shoes Co., Ltd. and Zhejiang Qingtian Huahua Shijia Shoes Co., Ltd. are set up as Zhejiang starting children's Articles Co., Ltd. In 2000, ABC decided to invest heavily in the children's products market and set up production bases in Wenzhou and Jinjiang. With the accumulation of more than ten years, the brand of ABC children's shoes can be said to be a household word, and the image of the little girl who cuts the fringe of the sea and smiles with two big blushes has also entered the hearts of the people for a long time.

The difference between the self created brand and the edge brand is self-evident. The brand name is right and the brand is afraid. And self created brand and authorized brand, as a senior brand manager describes, one is born and one is adopted. It is all his own child who scolds him, but his adopted child may run away. {page_break}

Black cat sergeant is coming back.

In 2005, Nanhua dragon shoes and Garments Co., Ltd. authorized agents to be "black cat Sheriff" children's shoes, although it is a state-owned cartoon authorized brand, but it has always been an authorized brand. So in 6 years, Nanhua dragon does a little bit every year, but it doesn't pay much attention.

"The eyes are staring at the brass bell, the lightning shrewdness, the ears vertical to the antenna... Ah ha ha... Black cat sergeant, ah ha ha... Black cat Sheriff... " The children after 90 and 00 may be very familiar with the popular theme song of the 80s, but for most of the 70 and post-80s parents, this magnificent and forceful song is just like the black cat with a sense of justice.

In 2010, the Shanghai art film studio launched the movie version of "black cat sergeant", and the cartoon character of "black cat sergeant" reentered the eyes of people. At the end of 2011, the South China Dragon spent heavily on buying 25 brands of Chinese and English names of "black cat Sheriff". Although the image copyright still belongs to Shanghai Mei Ying factory, Nan Hua Long has considered working with him to take a new series of "black cat superintendent" animated series.

When the cartoon brands of children's shoes are being degraded, why should Nanhua long buy the "black cat Sheriff"? "The black cat Sheriff" is unique in the market, and has not been abused by other enterprises. There are no Chinese black cat sheriff, American black cat sheriff and so on. And this year, South China Dragon began to reconsider "black cat sergeant" brand positioning of children's shoes, and make great efforts to create momentum. The first is to diversify the category. In February, cloth shoes were launched and children's clothing was launched in autumn. On the basis of preserving the original flavor, the image of a black cat police was extended to the image of special soldiers, Navy, air force, fire fighter and so on, and the brand image was optimized. Finally, centralized training for agents, training of their brand awareness, and brand consensus were made to create a new "black cat Sheriff" brand image. In addition, in product development, more attention should be paid to the matching and matching relationship between products and the cartoon image of "black cat superintendent". For example, boys' shoes account for 70% of the total production line, while the remaining 30% children's shoes will only have the Chinese and English words of "black cat Sheriff" without appearing their image pattern. Whether they will succeed or not, we can wait and see.

No children do not like animated cartoons. When catching shoes, children shoes enterprises should choose the brand model that accords with the enterprise's own brand, conform to the brand image of the product itself, and be able to keep pace with the times, and make timely adjustments to the existing brands in order to make further progress. Of course, as we hope to have more domestic cartoons, we also hope that there will be more. Children's shoes The original brand can highlight the cartoon encirclement and walk out of its own children's shoes Avenue.