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Why Fashion Shows On Fashion Shows

2013/4/6 22:56:00 39

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Fashion Show Animation And Animation Culture Are The Soul Of Clothing Brand.

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Behind the big P animation and fashion hall, there are more than 30 meters long LED display walls, repeating the classic scenes of the cartoon "Xiao Rui and the devil".

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Jamie bear with clothing brand and TV animation.

30 meters long large LED display exterior walls and 25 meter long 360 degree screen theater, playing the classic scenes of the animated movie "Xiao Rui and the great devil", a small monkey wearing a black hat and hanging on the wall, watching the crowd coming and going with one eye and one eye, playing the cartoon with its main character on the side of the flat panel TV; two bears holding their gills and their heads on their heads; behind them are the display panels of the big animated series "Jamie bear" in the fourth quarter of the "Jamie bear's magic bottle adventure".

This is not the scene of the comic and animation exhibition. Instead, it was seen by reporters at the twenty-first international clothing and Accessories Fair held in from March 26th to 29th. These new initiatives from "big brother", "little naughty" and "Jamie bear" have brought a fresh animation to the Fashion Expo.

animation culture can become the soul of clothing brand

"children's clothing is known as the last piece of cake in the clothing industry, but the original advertising and child star endorsement model is hard to duplicate, and we need to find a breakthrough."

Zheng Fangping, executive vice president of Xiamen big brother animation Limited by Share Ltd, told reporters that "the marketing mode of comic and animation culture has become a new outbreak point. At this exhibition, more than 10 children's clothing enterprises have played the concept of" animation concept ".

P, founded in 2007, Xiamen thumb has been based on the original animation. 3D original animation "Xiao Rui and the devil" has been broadcast for the 3 quarter. After accumulating certain animation brand effects, it entered the garment industry in the second half of 2011, and opened the first big thumb manga fashion experience Museum in Guangzhou, pushing the thumb cartoon fashion culture.

Today, more than 300 big cartoon fashion houses have been set up in more than 20 provinces and municipalities such as Beijing, Shanghai, Chongqing, Zhejiang, Fujian, Hunan, Hubei, Shaanxi and Qiong, with a total turnover of 100 million yuan in 2012.

"this is our second time to attend the fair."

Zheng Fangping said, "compared with last year, one of the highlights of this year is to show the large scale, 306 square meters of super booth and" animation + technology "exhibition design concept, so that big brother is among the top three of the children's wear exhibition area. Two, the brand awareness in the clothing industry has been greatly improved; three, the investment effect is obvious, the exhibition site has successfully signed 3 provincial agents, and has discussed more than 500 intention of joining the franchise.

contrary to big brother's "first anime and costume" route, Jamie bear, the brand of children's clothing brand of Quanzhou Sheng Ke shoes and Garments Co., although it was founded in 2004, it did not broadcast the first season of animated movie Jamie bear until January 2011.

According to Xu Yanhong, chairman of Hangzhou Oriental dragons Video Animation Co. Ltd, the animated series of "Jamie bear" is a cartoon product jointly owned by Dongfang Guo long and Quanzhou Sheng Ke. It is not a simple animation project commissioned to manufacture.

"At the beginning, there are only 3 words: Jamie bear. The main character of the cartoon is called Jamie bear. The image is only designed when making cartoons, and then authorize Sheng Ke to use it to the related products."

Xu Yanhong told reporters, "Jamie bear 3: Sweetheart assembly" has been completed in 2012, is currently in hot issue, April landing CCTV children's channel officially launched, then more than 300 TV stations nationwide will also be broadcast.

For the "Jamie bear's magic bottle adventure" appeared at the clothing fair, Xu Yanhong said, "in order not to let the production and broadcasting be faulting, the production in the fourth quarter is synchronized with the third season's distribution. The promotion of the fourth season is also a warm-up for the issue."

"we walk with cartoon and clothing" two legs ". Big brother is not only an animation brand or clothing brand, but also a cartoon fashion trend and culture, all of which are reflected in the animation and Fashion Museum.

Zheng Fangping said, "with a solid animation culture as the foundation, our children's clothing brand will have more soul."

when the animated cartoon "puts on the clothes" /p >

it is understood that Shishi's children's clothing brand of Fujian has made 52 sets of TV animation "little naughty", which will soon be broadcast nationwide; the children's clothing brand pig in Guangdong, Dongguan has already broadcast the first part of the cartoon "pig pig", and the second is about to be launched; "Jimi bear" has produced 3 and 156 episodes, including more than 300 TV stations in the country and 10 overseas TV stations in Singapore, Malaysia and Indonesia; 500 plans for "Xiao Rui and the great devil" are being completed, 164 production has been completed in the 4 quarter, and more than half in the fifth quarter.

"At present, the first 3 quarters have been rolled up on more than 400 TV stations nationwide and more than 50 new media have been promoted online, and overseas have been distributed to more than 30 countries and regions in North America, Southeast Asia and the Middle East."

Zheng Fangping said, "the fourth quarter and the fifth quarter will be issued in June and November in the country, and each year will launch two works, each 52 sets, in order to create long-term animation brand services."

if these animated films with the name of the clothing brand or the image as the leading role are called "putting on clothes", will the protagonists in the film wear the clothes with the same name? Will they speak for the clothing brand of the same name in the film?

"we always think that the story and cartoon image must be moved. The animation works can really open up the market and get a favorable comment. If we adopt the advertisement in the film, it will definitely affect the audience's feelings for the movie."

Xu Yanhong told reporters that "the Jamie bear" is a long-term planned animation project, emphasizing the future development and income. "The beginning of the project has clearly defined the road of the Oriental dragon as the main body and the pure animation creation. At this point, we have reached a consensus with the co investment side Quanzhou Sheng Ke. Therefore, when the different views on the creation of the script, the arrangement of the plot or the design of the scene are different, we do not overwhelm the other side, but make up for a better market in their respective fields."

"as an original animation enterprise, we do not want to anime as a halo to adorn clothes, but do not advocate commercial purposes naked into the animation works, so in the animated movie" Xiao Rui and the devil "rarely seen obvious clothing ads, they may not wear big brother's clothing.

Zheng Fangping believes that the "costume influence" of animated works can not be seen from the "many" or "less" surface, but should be based on "deep" and "far". "We must let the audience like our cartoon images and animated stories, and then naturally agree with the animation culture advocated by the works, and then like the related animation derivative products, which is an emotional expression of love between the house and the black."

conform to the current situation of "counterattack" /p >

although the cartoon characters in the animated cartoon of "putting on clothes" do not wear their own clothes with the same name, their positive impetus to the clothing brand is still doubtless.

Xu Yanhong told reporters that under the influence of "Jamie bear" animated cartoon, the sales of Jamie bear brand clothing increased from tens of millions of Yuan before animation to nearly 1 billion yuan, and has become one of the ten major clothing brands of Chinese children. The franchisee has increased at the rate of 50 per month, and its output value has increased by 80%.

"Animation Jamie bear" to promote the role of children's brand market is obvious, "animation + clothing" is a new attempt to animation industry.

when it comes to "animation + clothing", Zheng Fangping thinks this is a counterattack against the current situation.

"With the further development of the industry, it has become a new development mode to cut into the animation industry from a specific market, such as toys, children's wear, software and value-added services, and online children's community products."

Zheng Fangping said, "this requires different cross industry cooperation ideas. Brand authorization should be combined with industrial operation, such as working out product development plans with authorized business partners, assisting product design and research and development, mobilizing both sides to work together to develop the market, forming resources sharing, complementing each other, and achieving a win-win situation at the end."

compared with the early fashion enterprises entrusting the animation enterprises to produce OEM animated cartoons, in today's cooperation system, the initiative and initiative of the animation enterprises have been significantly enhanced: either the two sides jointly invest in making animated cartoons, work together to create a brand, or set the nature of animation enterprises and garment enterprises in one, and take the animation and Fashion Museum as the presentation terminal of all kinds of products.

Correspondingly, for animation companies, the importance of participating in related industry exhibitions is no less important than participating in animation exhibitions.

"In the animation exhibition, we mainly show the original programs, business models and achievements in the construction of the industry chain; in non animation exhibitions, we focus on the authorized products of cooperative development, the customization strength of the animation project, and the successful experience of the integration of animation and industry."

Zheng Fangping told reporters that the Guangzhou toy exhibition in early April is the next goal of big brother.