Children'S Shoes Brand Cartoon Animation Marketing Strategy Needs Continuous Innovation

"There are late autumn products on the shelf. There were hundreds of samples, but now only a small part of them are left." Recently, in the exhibition hall of Nan'an Nanhualong Company, the nearly empty children's shoes display shelf was presented to the reporter, which undoubtedly shows the popularity of this product. On the other hand, it is big“ Black Cat Sheriff ”Image. According to the relevant person in charge, with the help of this "old brand" animated image popular in the 1980s, the company's annual production of children's shoes reached 4 million pairs.

It is worth noting that the image of "black cat sheriff" is equivalent to or even younger than "black cat sheriff", such as Baolian lamp 、 Ultraman And so on have almost faded out of people's vision. Industry insiders said that the famous cartoons have gained a lot in the short term, but many of them are just a flash in the pan. How to keep the cartoon image fresh for the products and maintain the brand influence has become a problem faced by many enterprises.

Cartoon image keeps pace with the times

For children's shoe enterprises in Quanzhou, cartoon marketing has long been nothing new. From the Baolian lamp of Wantaisheng, the originator of Jinjiang cartoon marketing, to now, brands such as Dadida, Ziyan, Big Thumb, No.8 Bear, Jamie Bear, Jazz Rabbit have taken advantage of cartoon marketing to build brands. "The update is fast." Many people in charge of children's shoes enterprises found that there are more and more new cartoons now, and there are few old brand cartoon images that can last forever. Some of them came with great vigour and disappeared without a trace, such as the former Altman, Feitian policewoman, etc.

However, to the industry's surprise, at the end of 2011, Nanhua Longhua paid a lot of money to buy out the 25 categories of trademarks of the Chinese and English names of "Black Cat Sheriff". This image is undoubtedly a deep memory for most post-70s and post-80s parents, while post-90s and post-00s children are unfamiliar with it.

Why did "Black Cat Sheriff" make a comeback? Dai Junde, Deputy General Manager of Nanhualong, told the reporter that the "Black Cat Sheriff" was unique in the market and had not been abused by other enterprises. More importantly, the "old cartoon" had a new image, which not only reminded parents of their retrospection and memories, but also attracted a large number of loyal children's viewers. In 2010, together with Shanghai Fine Arts Film Studio, the film version of "Black Cat Sheriff" was launched. Since then, the full-length TV cartoon animation of the same name has been popular on major satellite TV, and the cartoon image of "Black Cat Sheriff" has come back to people's eyes.

"On the basis of preserving the original flavor, the image of the black cat police has been expanded from a single image to the image of special forces, navy, air force, firefighters, etc., and the brand image has been optimized. At the same time, more attention has been paid to the coincidence and contrast between the product and the cartoon image of the 'black cat police chief' in product research and development." Dai Junde said the secret of the success of the enterprise's cartoon marketing: children's groups With the "renewal", the cartoon image also keeps pace with the times.

Gradually move towards self owned brand

Similar to Nanhualong, Bangdeng Shoes, the same brand of Nan'an children's shoes, also spent a lot of money to buy out cartoon images. However, Bangdeng's path is based on“ Spider-Man ”And other authorized brands to drive the promotion of independent brands.

"Previously, we bought the use rights of 'Altman' and 'Spider Man', but found that there are American Altman, Hong Kong Altman, cartoon version Spider Man, film version Spider Man, Spider Man and friends in the market, and consumers can't tell each other." Hou Binghui, the founder of Bangdeng Shoes, told reporters that the brand of "Edge Ball" caused market chaos. Therefore, transformation is the only way out. "In every 10 pairs of shoes produced before, there were 4 pairs of Altman, 4 pairs of Spider Man, and 2 pairs of their own Flash Men. But now Altman has been eliminated. There are 2 pairs of Spider Man in 10 pairs, and the rest are all self owned brands' Bangdeng '." Hou Binghui introduced.

Self created brands and authorized brands, in the view of some senior brand managers, are like "one is born, the other is adopted." In this context, original cartoon animation marketing has become the common choice of many Quanzhou enterprises. However, Hou Binghui admitted that "self created animation brand is not easy to do", and the company's original "Flash Hero" also gradually withdrew.

"The key is to carry out differentiated marketing." Industry insiders analyzed. In fact, in order to promote the marketing of original cartoon animation, Quanzhou enterprises are actively exploring: try to invest in shooting animated series for three-dimensional marketing, such as Cassilon's《 Sintel 》, Little Play Pi's Fairy Tale Adventures, etc; Manufacturers and animation companies jointly create cartoon characters, and then incubate animation brands. For example, Ziyan Light Industry has taken advantage of this to achieve a gorgeous turn from OEM bag enterprises, and explore a way to focus on“ Swal-Tailor ”This image unfolds a comprehensive industrial chain integrating footwear, toys, stationery, bags and other derivatives.