Children's Shoes And Clothing Enterprises Return To The Cartoon Era?

A few years ago, the industry used the humorous language of "cartoon dead" to describe the increasingly bad cartoon market.

Today, Quanzhou children's products industry has ushered in the era of "cartoon regression".

At present, the foot friend company has successfully taken the three top domestic animation brands, such as armor warriors, SEL, and la la la magic, relying on their respective advantages and resources, and achieved strong integration in product design and channel promotion.

The European and American Dragon Group has formed a strategic alliance upgrade relationship by buying the "Tutu" trademark and the Shanghai shadow big ear Tutu film and television media Co., Ltd., to jointly promote the product development, production and marketing of the "big ear Tutu" brand for children's sports in China.

There are also a number of enterprises by custom-made cartoon image to win the brand's new round of force.

For example, Shishi little leather textile weaving Co., Ltd. has invested heavily in the 3D animated cartoon "little play leather".

China's first 3D five line science fiction cartoon "the dragon of search of CIS lung" and the first 3D micro animation produced by Quanzhou stupid mouse sporting goods Co., Ltd.

They hope to achieve the "star making" road through animation, brand and product interaction.

The above three kinds of enterprises basically include the three different types of cartoon regression in Quanzhou children's enterprises: the road of catching up with the times, the brand way of relying on strength, and the road of customized animation.

This phenomenon indicates that cartoon has become an important bargaining chip for the brand to win, and keeps pace with the development of the industry.

Recently, Fujian foot friend sporting goods Co., Ltd. held the spring and summer ordering meeting in 2013.

The new products at the order meeting were specially integrated into the new cartoon characters, such as armor warriors, SEL, and Ba la la little magic fairy, which were well received by dealers, and the effect of ordering was well anticipated.

"At present, you have successfully completed the three top domestic animation brands, such as armor, warrior, SEL, and" La La La ", relying on their respective strengths and resources to achieve strong integration in product design and channel promotion.

Wu Chengquan, vice president of Fujian province foot Sports Products Co., Ltd.

Although the company has invited celebrities to endorse, this year's publicity can see that the excitement of the new cartoon image is much higher than that of the stars.

"All along, foot friend products have their own characteristics and advantages in the integration of animation design, which is why many animation brands are willing to cooperate with us."

Yu Shengtai, director of design for foot friend, said that at present, there is still a vast market space in the integration of animation elements in children's shoes and children's shoes.

In 2010, the industry used the humorous language of "cartoon dead" to describe the increasingly bad cartoon market.

In Yu Shengtai's view, cartoons did not really die, because they were once flooded and imitated seriously, eventually leading some enterprises to lose confidence in cartoons at that time.

For example, the Altman cartoon, which has been popular in the last century, has spread throughout the country's big children's shoes market, and its friends have been specially authorized, but there are still some unauthorized companies competing to imitate and become popular.

Of course, homogenization is bound to go into a blind alley. So, at the beginning of last century, some enterprises began to realize that if they just follow suit, or just make the authorized brand, the enterprise will certainly have no prospects for development.

That is, from then on, Quanzhou children's shoes enterprises began to build their own brands, and foot friends just caught up with this wave.

On the one hand, we should create our own brand, and use animation as a design element to enrich the product connotation. This is the current positioning of our friends for cartoon animation.

"Over the past 20 years, many friends and many animation brands have been working together, and have been very effective."

Yu Shengtai said, of course, the image of animation also has a shelf life, and needs to keep pace with the times, while friends are good at capturing the cartoon stars in the hearts of children in every era, and constantly innovating.

For example, in the 80s of last century, the robot cat was popular, but now children may prefer seel, Ba la la little magic fairy and so on. This is also the reason why this friend and them cooperate with each other.

In the hearts of children, cartoon animation will never be out of date, outdated is just a single image.

It's like Altman's gone, and the serer is coming. "

Yu Shengtai said, as an enterprise, the key is to be good at using original design elements, and display these rich cartoon images through products to consumers.

Anime cartoons are only elements that enrich the design of enterprises.

Unlike the above diversified animation and cartoon modes, Euramerican dragon group, Nanhua shoe industry and other enterprises choose to click and break a cartoon brand, and cooperate with related agencies to achieve a win-win situation of brand and product in the form of shooting cartoons.

Unlike outdoor friends, they publicize the cartoon brand "Tutu" and "black cat sergeant" directly.

It is understood that the "Tutu" brand of the Euramerican dragon group was first inspired by the animated film "big ear Tutu" in the 90s of last century.

According to Tutu, general manager of Europe and America dragon group, "brand" was registered as early as 1996. It was purchased by the Euramerican group in 2006.

In order to further enhance the popularity of enterprises and the "Tutu" brand, in 2007, the European and American dragons group formed strategic alliances with Shanghai film and big ear Tutu film and television media Co., Ltd., which was funded by Europe and the United States to make sequels to enhance consumer awareness of the "Tutu" brand.

Subsequently, the two sides once again jointly launched the fourth big ears Tutu, and will continue to circulate in CCTV and local TV stations for 3 consecutive years.

This year, Europe and the United States also repaid tens of millions of yuan in heavy money in CCTV continued to "Tutu" brand campaign.

"Now," Tutu "has become our own brand. Through strong cooperation with the film industry, we will jointly promote the product development, production and marketing of" big ear Tutu "brand in China.

Said Ke Jiaxing.

Coincidentally, the "black cat sergeant" of Nanhua dragon shoes and Clothing Co., Ltd.

It is also "borrowing strength to make force".

It is reported that in 2005, Nanhua dragon authorized agent to be "black cat Sheriff" children's shoes. In 2010, Shanghai art film studio launched the movie version of "black cat sergeant".

At the end of 2011, the South China Dragon spent heavily on buying the 25 brands of "black cat sergeant" in Chinese and English.

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.

According to the relevant person in charge of southern Hualong company, although today's children's cognition of the black cat sergeant is still vague, it is familiar to parents born in 80s.

By buying the brand and integrating the relevant design elements into the product, they believe that they can impress their parents.

It is not difficult to see that whether Tutu or black cat sergeant, through the good docking of enterprise resources and cartoon brands, the key breakthrough has been made by leveraging force and a quick way to break through the cartoon.

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It is undeniable that anime has become a buzzword in society.

At the recent Xiamen cultural fair, there was also a special animation exhibition area.

Now, from the national to the local, the animation industry supporting policies have been introduced, so that many children's products enterprises have taken the lead in testing the water.

In September 17th, Quanzhou clumsy mouse sporting goods Co., Ltd. formally signed a contract with Kungfu animation (China) Co., Ltd., and plans to invest 16 million yuan to build China's first 3D micro animation.

Prior to that, two enterprises in Quanzhou have completed the production of 3D animated films. They are the 3D animated cartoon made by Shishi little leather weaving and Weaving Co., Ltd., the first Chinese 3D five line science fiction animated film "Kasiron's Dragon hunt", which is built by Kasiron (China) Co., Ltd.. It is expected to be premiered on CCTV's children's channel by the end of this year, and the follow-up will be broadcast in hundreds of media nationwide.

Unlike the above two kinds of enterprises, Kasiron and other enterprises create a road of independent animation, which is a long and arduous journey.

According to the disclosure, from the cost, the traditional cartoon is 26 episodes, each episode 10 minutes, total investment in 6 million ~700 yuan; second is 52 sets, input at least tens of millions of yuan; third, is micro animation, 3 minutes, a total of 30 sets, the cost is about 3 million ~400 million; from time to time, from production to broadcast, the fastest two years.

"Nevertheless, the input output ratio is high, and the animation industry is an industry supported by the government, and there are related subsidies.

This is also the reason why companies are willing to invest.

Kung Fu animation (China) Co., Ltd. CEO Li Zhubing said.

Kuang Weiping, chairman of Quanzhou clumsy mouse sporting goods Co., Ltd., said that after a comprehensive analysis and comparison, he thought that tailored cartoon image for the enterprise is a feasible way to upgrade the children's industry, high investment, but also high returns.

For example, Disney can earn 400 million yuan a year from the authorization of the product alone, which is a great income.

Therefore, from this perspective, animation marketing can not only enhance the brand awareness of enterprises, but also help to extend the products of enterprises, and turn the traditional culture into creative culture.

"We will not make any production after we are not sure about it. We can make direct authorization, and these changes are possible."

"To raise children for others is better than making children by ourselves."

Huang Liangsheng, general manager of Shishi small leather company, also said that when he tried animation marketing, he found that the business model of the company was also changing.

In this trend, the small shop has turned to play interesting animation experience Museum, here, "fun" is the positioning, "animation" is a means, "experience" is to reflect the interaction between enterprises and consumers.

In this way, driven by animation, the enterprise directly turned the store into a cultural store, which not only enriched the category of toys, but also greatly enhanced the connotation of the terminal.

You can't just play the world by cartoon.

Chen Shuqing, chairman of Quanzhou Liuhe children creative industry Co., Ltd.

It can be said that cartoon is like a brand image spokesperson. Its popularity and popularity influence the image of brand in the eyes of consumers deeply.

From the development of children's shoes industry for 20 years, cartoons have gone through the road of "rise, pursuit, imitation, flood and innovation".

The course of its development also reflects the 20 year development of China's children's shoes industry. From a cartoon to the world, to the same industry competing to imitate and flooding, to today's enterprises to take the road of their own brands, including the introduction of cartoon into the product elements DIS development medium, cartoon has become an important bargaining chip for winning the card, and accompanying the industry continues to move forward.

The above three models basically include the current cartoon road of Quanzhou children's enterprises, and each of the three models has their own advantages: the benefit of mode one is that with the popularity of cartoon, the popularity of the brand can be quickly opened up, and the brand benefit can be achieved. However, the popularity of the card will recede along with the times. Therefore, enterprises should turn passivity into initiative and make their own brands bigger and stronger. The characteristics of mode two are similar to those of the previous ones, all of which are borrowed cartoon to shape the brand.

"Li" is based on the well-known cartoon image, which can quickly improve brand awareness, but it needs to constantly "keep fresh" for its own cartoon and avoid brand aging. The profit of mode three lies in the fact that the independent cartoon brand has no time limit to use, making use of the brand's long-term development, large capital investment and long profit time, and tests the endurance of the enterprise.

In fact, cartoon culture has always existed in children's shoes industry, and there is no such thing as "death" and "return".

Because children's love for anime is always the same, but cartoons are just like stars, and they also have the sense of times and popularity.

Nowadays, the use of cartoons has become more and more fragmented. For example, like the armor warriors, the main viewing groups are mostly boys, so the enterprises mainly lock boys when they are using, and the products are mostly boys.

This kind of cartoon is the opposite.

In short, the achievement of a brand is not just a good cartoon.

In the past, only a cartoon image could sell a good product. Now, with the continuous development of the brand trend of children's shoes industry, a good cartoon image can not support the development of the whole brand.

Accurate brand positioning, unique product design, multiple channel construction + excellent terminal service is the way to brand permanent operation.