The Most Popular "Bear Haunt" Cartoon Image Is Authorized To Flower In Quanzhou.

　 The market space of animation derivatives is more than that of children. shoes A single product is much larger.

In China, after the popular "pleasant goat and big wolf", "bear haunts" has become the most popular animated cartoon since last year. The film not only occupies the highest audience in the domestic TV simultaneous animation stage, but also according to its adapted film, this year's Chinese New Year's archives won the box office title of the domestic animation movie at the total box office of 250 million yuan. It is such a popular cartoon that the licensing of its footwear cartoon image has been officially announced in recent days. It has become a hot topic in the recent domestic shoe industry in Quanzhou. The specific operation mode is also concerned by the industry.

　 About five years with the bear.

With the popularity of "bear haunting", its brand value has also risen, and the brand authorization of related cartoon images has become a hot cake for many children's products companies. Recently, Nanan foot friend sporting goods Co., Ltd. has made the first move, and has won the authorization of the cartoon image of shoes in the hands of many domestic competitors.

According to Yang Jingping, general manager of foot friend sporting goods Co., Ltd., the brand licensing contract of Shenzhen Huaqiang Digital Animation Co. Ltd is five years. However, Yang Jingping did not disclose the specific amount involved in signing the contract. He only mentioned that the two sides had agreed on cooperation last year, and this year's bear market was hot in the movie market, which allowed the friends to have more confidence in the future market.

Yang Jingping said that today's "bear haunts" works have been exported to dozens of countries such as the United States, Italy and Russia, and have entered the world-famous Disney children's channel. The bear coming out in 2014 will be hand in hand to promote the exhibition in all aspects, including movies, TV shows, stage plays and ground activities. Next, the company will reach a strategic cooperation agreement with the authorized products of other derivative products of the animated image of bear emerging, and integrate other bear products after the integration of resources into a unified market.

　 Synchronized operation of multi brand animation City

Yang Jingping said that the introduction of "bear haunt" is not only for the sake of selling profits from this brand alone, but also the goal is to help friends realize the strategic concept of "foot China Animation city".

It turned out that the foot friend will borrow a contract with the "bear" to launch the first domestic animation derivative one-stop collection consumer brand - foot China Animation city. The animation city will provide all kinds of children's animation products, in addition to the development of a series of children's shoes and clothing related to the cartoon image, but also extend the products to jewelry, toys, stationery, bags and other fields.

This concept of creating "one shop" children's products and the whole category mode is also appearing in the "Happy Goat and grey wolf" brand hall. In recent years, with the popularity of the movie animation "pleasant goat and grey wolf", its derivative products have been rapidly followed up. The Chinese business operators, Ling Yang Yang and grey wolf children's clothing brand, have announced that they plan to open at least 1000 more "one-stop shopping experience" children's comprehensive living rooms in the mainland of China.

Yang Jingping explained that the "foot China Animation city" is different from the "children's wear comprehensive living hall" of the Happy Goat single brand. He stressed that the foot China Animation city is a multi brand integrated store mode with animation as the engine, which is indeed the first of its kind in China. At present, many famous cartoon and cartoon brands such as bear haunting and Sakura princess have been absorbed. Yang Jingping introduced the general structure of the animation City: in the target consumer group, the animation city is located in the 0-12 year old modern children and young parents. The product line covers children's shoes and clothing, parents, children's clothing, jewelry, toys, stationery, bags and other categories. In addition, the store planning will lead to more cartoon interactive entertainment areas to meet the children's playful nature; in the channel mode, according to the characteristics of different levels of the region, the company launched the four brand combination experience shop, the street store, the shopping mall special counter and the independent counter.

　 Yang Jingping disclosed that, next, they will duplicate 500 foot China Animation city in the entire nation.

"One store" has become a major industry trend

In fact, efforts to create children's products "one store" and not only enough friends. In recent years, some children's shoes enterprises have begun to extend their children's clothing and comprehensive children's products market to create an exclusive store system for shoes and clothing products.

At present, in Quanzhou In the children's shoes enterprises, the children's shoes, such as dog, karting, Yong Gao, POOVE, bumblebee and ABC, have announced the extension of children's shoes from children's shoes to children's clothing, schoolbags, stationery, etc., and actively open up a comprehensive museum of children's articles in the domestic market.

With the successful integration of leather shoes and cloth shoes production lines, kart children's shoes have become one of the enterprises with all kinds of R & D capability in the industry. In recent years, Kat has started the project of shoes and clothing integrated shop, promoting the original "life shoe hall" to the "China Youth life hall" to upgrade comprehensively. Yong Gao directly directed the target group to the "post-90s" youth group, and launched the "Y-16 youth sports hall". Fang Zongyang, chairman of wing Gao sporting goods Co., Ltd., introduced the "Y-16 youth sports hall" as a sports hall dedicated to the "post-90s" youth group. clothing And sports accessories as one of the exclusive stores, that is to say, next, the evergreen brand will actively enter the field of clothing, sports accessories research and development and production on the basis of children's shoes.

"We have been seeking business model innovation, just now the country is also strongly advocating the development of animation culture industry. This is a good opportunity for us. " Yang Jingping told reporters that in recent years, trapped in overcapacity, the domestic footwear industry is facing fierce market competition. Meanwhile, the phenomenon of brand homogenization is becoming increasingly serious. In this context, enterprises must accelerate transformation and upgrading, and animation derivatives can be described as a new "blue ocean" market.

　　 Industry views

"Rental" cartoon brand has both advantages and disadvantages.

Chen Shuqing, executive secretary of the Fujian Footwear Association's Specialized Committee, said that some enterprises had their own brands relatively old, but the channels were still there. In order not to be taken away by others, these enterprises would introduce cartoon brands to consolidate their channels and then develop their own brands.

This is because, at the beginning of the market, a single brand is often unable to support a channel or a franchised store. Children's shoes are seasonal products. If they don't make other brands, the terminal of enterprises will be "attacked" by others. "In this case, if I have the main brand in my hands and then use other brands to help me, then a new mode of operation will come out." He said, like foot friends now push the foot China Animation city is this mode.

"Enterprises can operate different brands through their long established channels and management capabilities. For the enterprises that operate more than 3 brands at present, the future is likely to develop in this direction. Chen Shuqing said this would be a trend, but it did not represent the overall situation.

At the same time, the operation of several cartoon brands appeared in Quanzhou children's shoes industry many years ago. Jinjiang Wan Tai Sheng shoes and Garment Co., Ltd. should be the first industry to rush ahead with the brand of the "Lotus Lantern" cartoon, thus opening its multi brand operation mode. Since then, Wan Tai Sheng has successively held seven or eight cartoon brands, including cartoon images of children, such as hooligan, Altman, Spiderman and other groups.

Even if you have many in your hand Cartoon Brand, Wan Tai Sheng also had his own sense of hardship. The person in charge of the company said earlier that in the interview with reporters, children like cartoons, but cartoons have both their vitality and their lifespan. When TV movies are broadcast, they are popular, but they may be out of date in a few years.