Quanzhou Shoe Enterprises Innovation Marketing Animation Marketing Favored.

Quanzhou, known as the brand name capital, has gathered many famous brands in China. P

In recent years, under the background of more and more intense market competition, many Quanzhou enterprises combine their own realities, adopt diversified market entry forms, build brand with individuality, and achieve innovative marketing.

Looking back to the road of brand creation in 2012, "animation marketing" as a new carrier of brand communication has been favored by many enterprises, and has been developing rapidly.

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< p style= "text-align: center > > Jamie bear < /p >.

< p > < strong > spring enterprise leveraging animation marketing < /strong > < /p >

< p > some people say that 2011 is "the first year of animation". Only a few Quanzhou enterprises try the water animation marketing mode. Then, in 2012, it is called "animation flourishing age". Many Quanzhou brands have borrowed this new carrier to build brand awareness.

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< p > counting on Quanzhou children's wear brand and getting involved in the field of animation. A lot of brands such as tick, Zi Yan, big brother, bear 8, Jamibare and jazz rabbit have successively borrowed the brand of animation marketing. Recently, several series of animated cartoons of Quanzhou enterprises invested by ciclon's "Dragon hunting" and "playing the fairytale of fairy tales" have been broadcast in every major animation channel. The mode of three-dimensional marketing of Quanzhou animation has gained wide attention in the industry. Apart from the brand of children's wear, the reporters interviewed found that other industries including food, toys and other industries were also trying to "micro anime" mode, and many enterprises were eager to try.

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Li Zhubing, President of Kungfu animation (China) Co., Ltd. believes that there is a homogenization phenomenon in the traditional children's shoes marketing mode, which has become a problem restricting the development of the industry. P

The children's shoes and clothing industry and the audience of the animation industry are children. There is a combination point between them. Through mutual infiltration, they can complement each other.

"Children's shoes and shoes enterprises to carry out differentiated marketing, and this is also the way of animation development, Quanzhou animation industry through this animation three-dimensional marketing mode has taken the lead in the whole country to achieve new breakthroughs."

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< p > in addition to the stereoscopic "animation marketing", an animation brand incubation mode is also being born in the Quanzhou industry: manufacturers and animation companies jointly create creative characters such as cartoon characters, and invest and popularize them, so as to hatch a cartoon brand for self use or sell profits.

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< p > < strong > new profit point of animation derivative < /strong > < /p >

< p > Quanzhou Zi Yan light industry, a bag enterprise for Disney and Bobbi's OEM processing. In 2008, it invested 180 million yuan to invest in the animated series "swallow tail man".

With the successful production and broadcasting of animated cartoons, Zi Yan light industry began to develop and promote its own brand, and developed a comprehensive industrial chain integrating animation, shoes, clothing, toys, stationery, bags and other animation derivatives.

Reporters learned that at present, Zi Yan Animation Technology Co., Ltd. is in charge of licensing the "swallow tailed Knight" trademark and cartoon image brand with CALEGO Canada.

In addition, the company has also worked with chibralicoml.Imp.E.EXP Brazil to sell its own brand derivative products such as swallow tails and KOKOCAT to Brazil with sales of 1 million 500 thousand US dollars.

At present, the authorized agency agreement on image copyright in Brazil, France and Turkey is under negotiation.

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< p > grasp the copyright and grasp the market of animation derivatives. This is the direction of the development of many local brands.

Cai Fan, general manager of Xiamen big brother animation Limited by Share Ltd, told reporters: "we adopt the new economic mode of" animation + industry "to integrate the animation and fashion deeply, so as to make cultural industrialization, so that we can further enhance the competitiveness of enterprises.

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< p > at present, the effectiveness of the three-dimensional animation marketing mode, which is the main marketing mode combined with animation and industry, has begun to show itself in Quanzhou.

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< p > industry analysis, this is designed to integrate the animation industry chain, with animation, comics, games, derivatives and other products, from the perspective of industrial integration, to diversify marketing for brands, so that every link has a marketing attraction for productive enterprises.

In the process of cooperation between Kung Fu animation and small play, enterprises also got government support.

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< p > personality breakthrough > /p >

< p > do not blindly follow the trend < /p >.

< p > whether it is walking the animation route, the fairy tale route, or the product derivative route, the industry analysis shows that the domestic children's clothing industry has entered the stage of homogenization competition. "Now that the product is the same, if we want to break through, we must seek differentiation in culture and marketing."

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< p > "the number of children's shoes enterprises in China is large at present, but there are not many big brands, but also in the situation of fighting among the princes. Therefore, the brand of Quanzhou occupies a large space of increase in the market."

Chen Shuqing, general manager of Quanzhou Liuhe children creative industry Co., Ltd., said that in the face of opportunities, it is undoubtedly a good attempt and innovation for enterprises to graft animation, which is a situation of pformation and upgrading of traditional enterprises.

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< p > "however, the way of creative animation has been invested heavily and for a long time. Now more and more children's clothing enterprises are trying to squeeze this single log bridge, and inevitably there is a phenomenon of blindly following the wind."

Chen Shuqing said that the children's clothing enterprises extended to the animation industry, and the funds were not a problem. But before the intervention of the animation industry, the traditional enterprises blindly followed the trend, which meant a certain risk. They must first have the appropriate business mode and profit way before they could get out of the marketing misunderstanding.

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