Animation Marketing Has Become A New Engine For Children'S Footwear Industry.

Shoes and clothing, a traditional traditional livelihood industry. Quanzhou is sitting on " China Shoes Capital Jinjiang and Shishi, a famous leisure clothing city in China, are one of the most densely packed brands in China. However, in the post crisis era of the global economy, influenced by the market environment, the footwear industry in Quanzhou has suffered the biggest cold spell in the past ten years, the product is overloaded and the industry is declining. The whole industry has entered the "severe winter".

Phenomenon: Children's shoes and clothing encountered cold current, animation marketing into a new engine for development

On the global shoe and garment industry, Quanzhou's status can not be ignored. However, under the background of slowing demand, industrial conflicts are becoming more and more prominent. At present, in addition to the rising labor costs, financing costs, overcapacity and other issues, the traditional marketing costs remain annual growth rate of more than 20%, but also exacerbate the pressure of shoes and clothing enterprises, the footwear industry industry average profit rate has dropped to a single digit, part of the weak profitability of small and medium-sized enterprises began to withdraw.

"The spanformation of footwear industry is a process of reshuffling. How to adapt to the new trend of market development and build superiority in brand marketing and promotion is the key to the spanformation. We must find a new engine for breakthroughs in shoe and clothing industry and sustainable development." Industry experts said.

As experts have said, this year, many traditional industries in Quanzhou began to focus on the most developed space and the animation industry strongly supported by the government. Among them, the most representative is XTEP China's leading children's brand XTEP children join hands and animation to create a large-scale animation series "X dream general mobilization." "After several rounds of market research, we finally chose the most successful animation marketing mode to cooperate with Kung Fu animation companies." Zeng Jing, director of XTEP's children's brand, said that after identifying the new strategic direction of XTEP's children's animation marketing, in recent years, animation industry has become the best choice in the field of global resources integration and efficient team combat effectiveness. "Practice has proved that our choice is very correct." He said that Kung Fu anime not only produced the world's top production team in the United States and South Korea, but also provided additional services for enterprises to upgrade from brand logo, animation VI, shoes and clothing DIS pattern design, industrial design to later stage cross-border marketing and authorized terminal marketing, etc.

except XTEP Beyond children, such as jazz rabbits, tick tick, little play leather, Jamibare and other traditions. Children's shoes and clothes Enterprises have also intensified their efforts in the field of animation marketing, hoping that with the strong communication and industrial extension capabilities of animation, they will become a new engine for enterprise development, boost enterprise brand promotion and realize industrial spanformation and upgrading.

Break through: increase revenue and reduce expenditure, animation industry is competing for new cake.

Through seamless grafting, the animation image is perfectly compatible with corporate culture, brand strategy, market strategy, product characteristics, including the psychology of target consumers, and animation marketing has gradually become the best choice for spring enterprises to break through.

"Starting from July this year, we have signed several animation contracts. The success of Quanzhou animation marketing mode is seen by many traditional entrepreneurs." Kung Fu animation President Li Zhubing said. According to the analysis of the industry, the main reason why Quanzhou's animation marketing is so hot is that the rise of Internet communication and social media marketing has led to the collapse of the traditional value of the advertising industry. The animation marketing, which has more advantages in marketing cost and marketing effect, has satisfied the driving and innovative requirements of traditional enterprises in spanformation and upgrading, and has become the best choice for breaking through the traditional enterprises.

Nowadays, almost all industries are paying attention to cross-border marketing. The crisis of the footwear industry has sounded the alarm for the vast majority of traditional enterprises, prompting a large number of traditional enterprises to start shifting gears. "In addition to shoes and clothing enterprises, the demand for animation marketing has increased significantly in many industries, including food, infant industry, finance and so on, especially for infants, food industry and anime audiences. According to people familiar with the matter, most of the recent signing of Kung Fu anime came from orders from baby children and the food industry.

For this phenomenon, Li Zhubing explained that animation has the ability to increase revenue and reduce expenditure, and is expected to create a new value economy for traditional enterprises. In terms of "throttling", the cost of advertising by traditional enterprises is often tens of millions of millions of tens of millions of dollars, and it is hard to get the advertising time of prime time, and the advertising effect is affected by the Internet, declining year by year. The choice of investment to produce millions of anime can not only broadcast on the golden time of CCTV, but also the provincial TV, provincial TV stations and hundreds of TV stations across the country, and the advertising value can reach up to several hundred million. On the other hand, through the spread of animation and the packaging of products, the product sales and value-added products of traditional enterprises can also be significantly improved. Meanwhile, the creation of differentiated animation content can enhance the audience's recognition of the brand and excavate the fans economy. Later, it can also create millions of profits through the overseas distribution, brand authorization, and government incentives.

The future: integration of production and marketing, Kung Fu animation is expected to lead the industry upgrading with the Internet thinking.

Demand creates the market, emphasizing the most valuable animation marketing service for the entity enterprises, creating the "escort ship" -- the industrial animation operation service platform, starting from the market demand, according to the product characteristics of the enterprise, privately tailor the exclusive animation marketing content, using the media and channel network power to promote brand influence, and promote the terminal consumption, and link up with each other, and the demand of any link in the industrial chain can be satisfied on the platform. Today, the escort scope of the "escort ship" is being further expanded, while Kung Fu animation is spanforming and upgrading the traditional industries, but it also spawned more possibilities for its own industrial animation operation service platform, providing the traditional enterprises with integrated services of production, broadcasting and marketing.

"We are a package of children, and we are also responsible for the birth of children, even after the children's marriage. Li Zhubing said with a smile that under the current market environment, enterprises are not only hoping to get the brand to spread, but also to expand the sales channels of their products. To this end, Kung Fu animation is focusing on creating an Internet product with broadcast and marketing integration. The new product will realize the comprehensive interaction of animation, real estate, Internet and e-commerce, and provide channels for sales and display for animation related creative products and derivatives, so that viewers can directly purchase corresponding derivative products while watching cartoons, so that animation and industrial content can be more profitable and promote the healthy development of traditional enterprises. Create an animated version of Taobao.

"This is also an important move in the process of Internet animation." Li Zhubing said that three years ago, the traditional industry, whether it was Lining who sold clothes, or Suning and Gome, who sold electrical appliances, felt like the warm boiled frog, and felt no sense of urgency. But now completely different, Suning renamed Yun Shang, Gome has online shopping mall, Lining is also embracing the Internet, even selling cars Tesla, catering for Huang Taiji, carving the sirloin sirloin, and even taxi like this traditional services are fast Internet, and the Internet is changing our life and business.

"The traditional enterprises we serve will be linked to the Internet in the future, and we must go faster as a service company," Li Zhubing said. This year, they have begun to lay out on the Internet, develop multiple Internet products, copy the offline mode to online, help enterprises find the optimal matching of the needs of design, distribution, operation, sales and other aspects, so as to maximize the cost reduction, and achieve the purpose of increasing profits, creating cards and promoting sales.