Children's Clothing Marketing Animation Competition Difference

Animation is one of the important means of brand marketing for children's clothing. The picture shows brand image.

Animation has become an important element of the baby industry, whether it is children's diapers, toys, clothes, shoes, or toiletries, cart and so on are keen on animation marketing. Industry analysis, the new brand with animation, in the short term can enhance consumer attention to brand, but in the long term development, animation marketing is just a means, the enterprise should focus on the consumer's attention from animation to the product itself.

　 　 Comic Marketing fever

Earlier, shoes and clothing enterprises went out of the way of brand development with celebrity endorsement and advertising. With the change of market environment in recent years, the homogenization of products has become more and more serious, which has become a stumbling block for brand development. Many enterprises realize that transformation is imminent. Under the train of thought of change, a brand new marketing method has won the chance of continuous development for enterprises, and a collective animation marketing boom has been launched by children's products industry.

In some large-scale children's products exhibition site, it is easy to find that animation is a very important element, whether it is toys, clothes and shoes, children's diapers, children's toiletries, carts and so on, all using the logo of animation or animation marketing. Some famous cartoon characters such as spotted dog, SpongeBob SquarePants, crayon, Mickey Mouse, Donald Duck and so on are authorized to give diapers, children's shoes and clothes, and also appear in toys, food, early education, straps, and many other fields.

Zhang Zaifa, general manager of Jinjiang habi Xiong shoes and Garments Co., Ltd., said that since the rapid development of the electricity supplier channel in the past 3 years, the brand of the Habib bear brand has begun to show its strength in the industry, so as to accelerate the pace of brand development. "Although the children's shoes industry is not like the sporting goods industry, it has formed several major brands and other brands have little room for development. But I think the market has been robbing for several years, so in the past two years, the Hobbit has to accelerate the pace of development and quickly occupy its own world. Zhang Zaifa said, now the competition of children's shoes brand is very intense, and several brands are listed overseas, but fortunately, these brands are not very large in the market share of single household, and there is room for development for many developing children's shoe brands.

It is reported that hobbit not only wants to promote the brand from the traditional media channel this year, but also plans to enhance the brand influence through animation marketing.

　 Differentiated competition

Su Congzhi, director of the animation project of Quanzhou Sheng Ke shoes and Garments Co., Ltd., said that shooting cartoons is only the beginning of the company's animation marketing. Next, they will synchronize the development of audio and video products, books, plush toys and other extended products, and continuously enrich and deepen the brand connotation of this original cartoon image.

The signing of child star marketing techniques has laid the "first place" for children's shoes brand, and has since molded its brand position in children's wear children's shoes industry. But nowadays, the marketing brand of child star endorsement has obviously been eliminated by the times. The children's shoes of children's shoes in Quanzhou have begun to enter the cartoon characters belonging to their own enterprises, so as to sustain their brand's influence in the market.

In fact, when many young mothers purchase children's articles, they see more clearly the cartoon characters of children's articles, and they completely ignore the brand names of enterprises. It is easy to see that animation marketing has already had some impact on children's enterprises.

The success of animation marketing has attracted many brand enterprises to follow suit, but not all brands can be associated with it. The blind practicality of enterprises may face another vicious circle of homogenization competition. Therefore, if enterprises want to create differentiated competitive advantages, they should also take their own reality as their main starting point and cultivate their sense of innovation.

Personalized products

Yang Mingke, general manager of slug baby products (Hongkong) Co., Ltd. believes that in the long term effective publicity, animation may not be authorized by itself, but it can also plan an anime by itself, but this requires a longer incubation time. "A new brand in the early stage of promotion, adopting the way of animation authorization is a good way of promotion. The new brand can draw on the attention of animated cartoon, enhance the consumer's attention to the brand in the short term, but it is not necessarily beneficial in the long term development, but it should be treated with dialectical view."

Children's clothing enterprises extend to the animation industry, capital is not a problem, but before the traditional enterprises intervene in the animation industry, blindly following the trend means that the risk of "bamboo basket and water is empty", we must first have a suitable business mode and profit way before we can get out of the vicious circle of losing money and making money.

Huang Liangsheng, general manager of Shishi little leather garment Weaving Co., Ltd. believes that the future competition of children's wear market will be the confrontation between brand and brand, and the collision between culture and culture. "By creating high value-added products with cultural connotations and unique personalities, we will ensure that our products have a higher reputation and competitiveness in the market competition. And through the authorized business of animation, a whole range of authorized commodities, such as stationery, toys, gifts and household articles, will be launched. This will bring huge economic benefits to the small skin, which will be unmatched by other brands in the industry."