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Domestic Animation Clothing Industry Scale Of About 3 Billion 300 Million "Cake" Tempting

2013/10/13 10:49:00 27

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Animation costumes are the combination of cartoon image and clothing products, supplemented by accessories and accessories, accurately reproduce the cartoon image, convey the concept of animation, and give specific cultural connotations. The popularity of animated cartoon plays an important role in promoting animation costumes. 
 different from traditional costumes, animation costumes are non standardized products. The production methods are usually small batch and multiple varieties, and the demand of customers is quite different, and the degree of production automation is low. Traditional clothes usually only need a number of fabrics, and a set of animation costumes, such as Princess Disney's skirt, need about 20 raw materials, and also need various accessories. 
 Animation costumes are mainly used in foreign traditional festivals, such as < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > Halloween /a and carnival. The demand is concentrated and rigid, timeliness and seasonality. Generally speaking, the demand for overseas markets has continued to grow steadily. According to authoritative institutions, the global animation costumes consumption market has increased by an average of 21.46% over the past 2009-2011 years. 
 the United States is the largest consumer market of animation costumes in the world, accounting for about 40% of the global market consumption. Disguise is also the largest animation clothing manufacturer in the world. 
 according to the National Retail Federation (NRF) data, in 2009, 35.3% of American consumers wore Halloween costumes to celebrate Halloween, with an average cost of $24.17 per person, and the total sales of Halloween clothing amounted to $2 billion 100 million on animation and modeling costumes. In 2010, American consumers spent about $5 billion 800 million on Halloween, more than $4 billion 750 million in 2009, and consumption of animation costumes was more than $2 billion 500 million. In 2011, the consumption growth of American Halloween cartoon costumes reached 23.5%. 
 compared with the developed countries, the animation apparel industry is still in its infancy in China. At present, the scale of animation clothing production enterprises in China is small and the number is small. The supply of animation costumes in Europe and the United States mainly comes from Southeast Asia, central and North America and other places. 
 according to statistics, in 2009, there were only 10 million domestic sales of "a href=" http://news.sjfzxm.com/news/list.aspx "Classid=101112107107" > Animation costumes < /a > only 20 enterprises. 
 but in recent years, the market scale has increased rapidly. At present, China's animation apparel market expands faster than the global average growth rate. Its exports account for 66% of North American consumption, accounting for 56.3% of Europe's total, accounting for 19.3% of Japan's total, and China's animation apparel supply accounts for 48.2% of the global market. In 2009, the scale of Chinese animation clothing market was 1 billion 600 million yuan, and increased to about 3 billion 300 million yuan in 2012. 
 market prospect is wide > /strong > /p >
 animation industry chain mainly includes three levels: first, the original market of animation works; two, animation production and dissemination of the distribution market; three, animation derivatives, including clothing, toys, daily necessities and so on. The three level is the pyramidal structure of the market. The market size of the next level is larger than that of the previous level, especially the derivatives of the animation market. Maison culture is in the animation and derivatives industry. It belongs to the animation and costume industry in the animation derivatives industry. 
 Animation costumes are mainly used in traditional festivals such as Halloween, carnival, Christmas, and other occasions that need to be dressed. Europe and the United States occupy a leading position, for example, in the National Retail Federation NRF commissioned by BIGresearch for Halloween consumer wishes and behavior questionnaire survey shows that in 2009, 35.3% of American consumers wore cartoon costume to celebrate Halloween, with an average cost of $66.54 per person on clothing, candy and accessories, of which 24.17 dollars in animated modeling costumes and 2 billion 100 million yuan in Halloween clothing sales. The National Retail Federation (NRF) surveyed US consumers in 2010, spending about $5 billion 800 million on Halloween, up from $4 billion 750 million in 2009, and spending more than $2 billion 500 million on animation costumes. 
 at the same time, the consumption of Chinese animation costumes is not yet popular. According to the Research Report on the 2010 Chinese animation industry investment released by the national entertainment industry research institute, the Chinese animation industry investment report shows that by 2012, China's "a href=" http://news.sjfzxm.com/news/list.aspx "Classid=101112107108" > animation derivatives "/a" annual growth rate of the market will remain at about 30%, and the capacity of China's animation clothing consumption market is also expanding. It is expected that by 2012, it will reach 3 billion 300 million yuan, and animation costumes in China are ushering in a "golden era". 
 integration resources /p >
 animation clothing industry has also encountered some bottlenecks in its development, especially in the declining period of garment industry. The prices of raw materials in China are rising, and the cost of labor costs has increased. Moreover, the United States and the European Union and other countries have continuously raised the threshold for China's export of animation costumes. Faced with many difficulties, changing strategy is the absolute principle. The sales and production of our animation apparel industry is gradually concentrating on enterprises with strong design ability, large scale and excellent product quality. 
 the scale of animation apparel industry is closely related to brand authorization. By using a brand name and logo that has been established successfully for many years, the authorized business can make the product faster understood by consumers and more easily accepted by sales channels. Brand authorization provides an authorized consumer with a familiar and favorite consumer brand. Consumers are willing to pay a premium because of the cartoon image, and the profit margin of the product is higher. Among them, Disney's authorized image Mitch (Mickeymouse) and bear bear Vigny .