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Quanzhou Shoe Industry Introduces Animation Brand Image To Break The Authorized Industry Practice

2014/5/16 17:17:00 50

Last week, Quanzhou footwear industry formally introduced the introduction of the animation brand image. The cooperation between the two sides of the contract was based on the sales proportion according to the proportion, which broke the industry practice of the P brand authorization, and paid special attention to it. 
 Spiderman unlimited brand authorization > /strong > /p >
 May 5th, on the second day of "Superman Spiderman 2" online, the Xiamen Bird held a press conference at a cinema in Beijing, and co hosted the interactive activities with fans. In the hall of shadows, fans can play the game of spiders, spiders, shooters and other exciting games, and get the limited edition Spiderman T-shirt and running shoes. The Spiderman live COSPLAY performance attracts many fans. Such activities will continue to "Superman Spiderman 2" offline. 
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 it is learnt that the authorizing party of "Superman Spiderman 2" is the manway company of the United States, and the "bird Spiderman 2" image is applied to the unlimited use right of the "noble man" equipment (mainland China market). However, the company did not disclose the specific proportion of the two sides. 
 data show that American MarvelComics is a comic magnate in the United States who is just the same as DC comics (DCComics). It has 8000 comic characters and Avenger League, X war guard, Galaxy guardian and other super hero team, such as Spiderman, iron man, Captain America, Raytheon toll, green giant and Wolverine. Its main rival DC comic's main cartoon characters are Superman, Batman and so on. 
 to choose alliance with man Wei company, Zhang Guoqing, assistant president of the company, said that the cooperation between the two sides is due to the highly consistent brand culture of "Happy Sports" and the image of street hero Spiderman. He believes that the location of the actor and the movie spiderman is a young trend, which is the basis of cooperation. "On this basis, as a sports brand, we try to link with different industries, fields and cultures, and through the injection of cross-border culture, we can make the brand more stereoscopic and meaningful." Zhang Guoqing told reporters that the joint Spiderman broke the limitations of the previous sportswear with a single shape. With the help of a large number of Spiderman style and fashion elements in the product design, people's familiar heroic images can be integrated into the shoes and garments closely related to life, which can make the sportswear more fashionable in the street. 
 "bear haunts" quota "rent" .
Chen Shuqing, an industry researcher, held a positive attitude towards such cooperation between the two sides. P He believes that Spiderman has a high reputation and image value in the international market, but to spanform its image into a profitable commodity in China, it is the best way to choose a Chinese company with a certain market base in China. For the Spiderman's parent company Manville, the success of Spiderman cooperation will also provide more reference and experience for the company's more cartoon images to enter the Chinese market and promote more cooperation. For the birds, the image of the Spiderman hero has a high popularity and a large number of fans from the animated cartoon to the series of films in the international market. The marriage of the bird and the spider man can not only enhance the international image of the enterprise, but also directly obtain a large number of "spider powder" in China. "This" brand + brand "perfect" blending ", so that business marketing has played a" 1+1 greater than 2 "chemical role. He said. 
 in recent years, with the continuous expansion of the market scale, the innovative methods of marketing mode of Quanzhou enterprises are emerging one after another. In addition to investing heavily in promoting the promotion of independent brands, borrowing the successful image of the animation brand is also an important way. For example, two months ago, the animated image of "bear haunted" was introduced into Quanzhou footwear industry by brand licensing. 
P, the most popular animated cartoon "bear haunt" since last year, occupies not only the highest audience rating of the domestic TV simultaneous animation, but also the top 250 million of its animated films at the beginning of this year. In the hot business of Chinese bears, the Quanzhou children's shoes enterprise Nanan foot friend sporting goods has been the first to win the competition, and many domestic competitors have won the authorization to use the footwear cartoon image. 
The difference between P and the cooperation between Spiderman and noble bird is that the Shenzhen and Huaqiang Digital Animation Co., Ltd., which is the investor of "Xiong Ying" and "bear coming out", adopts the brand authorization method for five years. The foot friend will borrow and bear the opportunity 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. According to Yang Jingping, general manager of "foot bear", the introduction of "bear haunt" is not just to get sales benefits from this brand alone, but its bigger goal is to help build up the strategic concept of "foot China Animation city". 
 in fact, brand licensing like this is not uncommon in Quanzhou's industry. There are generally two modes of authorization payment: one is the cooperation between foot friends and "bear haunts", the authorized fee is paid according to the fixed amount of negotiation during the cooperation period, and the other is similar to the cooperation between the great bird and Spiderman, and a certain proportion of revenue is extracted according to sales volume. The former model is very common, and can even be regarded as industry practice. The latter mode can reduce the cost risk of the authorized party, and the partners share the risks and benefits of the market. For the latter, the typical success story is nothing more than the cooperation between Heng An Xin Yin and Taiwan's famous picture book author, Jimmy. 
 strong > "m" authorization mode brings inspiration "/strong > .
 2004, Heng An Group's heart printed facial tissue paper, which is written by the Taiwan picture book writer, is the first to authorize the cartoon image in the household paper industry, hoping to enter the first-line market of life paper with the help of several meters of comic books. Before the cooperation between the two sides, the channel of Heng Heng's mind was mainly in the two or three tier cities, but sales in the first tier cities such as Shanghai and Guangzhou were not satisfactory. In order to break this deadlock, they planned to cooperate with a few meters. 
In 1999, "P left to the right," published in 1999, was selected as the ten most influential books in the golden hall. Since then, the series of works has been adapted into movies, TV series, musical dramas and cartoons. The positioning of several meters was the spokesman of the petty bourgeoisie of the city, which is very consistent with the market positioning of the high-end crowd of Heng An and second tier cities. The heart seal has found a carrier or bridge that can help to support its penetration into the first-line market. In fact, the final result is that the popularity and reputation of the Jimmy works in the first-line market has greatly promoted the sale of the heart print, and on the other hand, the strong marketing channel execution of Heng An Group has also promoted the spread of the brand of several meters. 
 according to the responsible person of Heng An, the original plan of the negotiations before the cooperation between Heng An and Jimi was that in the years of cooperation, Heng An Group paid a few meters of cartoon image fees on a fixed basis. But at that time, Heng An Group believed that the authorization fee was too high in the meter area. In the end, the two sides changed to a sales commission basis, that is, a few meters, according to the printed sales revenue, the percentage was extracted according to the percentage. 
 after the formal cooperation between the two sides, the market effect has come to an end. The sales of the printed facial tissue printed with several meters of cartoons has rapidly increased nationwide. However, what Heng Heng did not anticipate was that in the past few years, the amount of royalty paid by Heng Heng to a few meters was far more than the one-time payment fee authorized by the initial negotiations. Of course, the earnings obtained by this cooperation were much higher than expected. It can be said that the authorization fee negotiation process and the final market effect of the case in the case have a strong inspiration. 
The cooperation between Heng An and Jimmy has opened the trend of cartoon endorsement in the life paper industry. The brand of household paper has begun to follow suit, such as wind and robot cat, Joule and angry birds, Vinda and NBA and so on. P