Children's wear industry: usher in the spring of brand and creativity

Children's enterprises “combine” animation The Tianxiang Garment Co., Ltd. in Dongguan Wanjiang Pioneering Industrial Park Co., Ltd. will participate in the anime expo for the first time this year. Although for the purpose of the exhibition, the general manager of Tian Xiang expresses humility - only for learning, but From his words, he revealed that he wanted to seek the strong appeal of professional animation and original company cooperation for the brands under his company.

In fact, more and more domestic children's clothing companies are spending heavily to hire professional animation teams to create exclusive cartoon images. With the help of children's programs, they launch full-scale animation marketing campaigns from cartoons and comic books to product images.

In 2011, Ligo joined hands with Doraemon and Transformers; Prince Edward launched the animated “The Dragon Prince's Milky Way Adventure” project; today, Tong Wang invested 20 million yuan to create an anime drama “Kids World”. Peppa used huge amounts of money to make animated cartoon "Little Playmates"; Green collaborated with Golden Eagle cartoons to create animated cartoons with Xiao Cuen as a prototype; Sheng Ke made cartoons for "Jemi Bear"....

Huang Liangsheng, general manager of Shishi Xiaoqianpi Garment Weaving Co., Ltd., believes that “the competition in the children's wear market in the future will be the competition between brands and brands, culture and culture.”

For small children's wear, Huang Liangsheng implemented a "three-step" animation marketing strategy: cartoon image - animation - derivative products. On July 28th, 2011, Xiaojiapi and Kungfu Anime and CCTV Animation made a joint effort to create 104 episodes of fun and animated “Fairy Tales of Fairy Tales.”

Huang Liangsheng stated that by creating high value-added products with cultural connotations and unique personalities, they can ensure that their products have a higher reputation and competitiveness in the market competition, and through the animation licensing business, they launch a full range of authorizations. Commodities, such as stationery, toys, gifts, household goods, etc., will bring enormous economic benefits to the small-playing skin that will be unmatched by other brands in the industry.

"The development of anime dramas does not make money itself, but the economic benefits derived from its derivative products are inestimable." The chairman of Tong Wang, the new chairman of Tong Xinquan, broke the mystery, and he regards the production of anime plays as a stepping stone to open up a larger market. The ultimate benefit is obtained in the main product children's clothing.

At present, China's children's wear enterprises have already walked through the initial stages of their early stages of business, ushering in another spring dominated by brands and ideas, and the market behind them has rapidly expanded. It is under such circumstances that this year, Tongwang Garment Co., Ltd. has further strengthened the development path of extending the value of cultural marketing products.

"Over 10 years of marketing system construction has enabled companies to accumulate enthusiasm and enter a period of rapid development." Fu Xinquan said that the company will use animation images to hold sports games, art festivals, essay contests, etc., to infiltrate corporate brand culture, creativity and stories. Children's minds make them loyal consumers.

Fang Weicheng, brand manager of Cardin (Fujian) Children's Products Co., Ltd., also believes that it is a good idea to develop some cartoon characters for independent brand extension. "About this piece of content, our company is also considering."

Animation marketing is not only animated. Animating cartoons is a dream of many animation companies. An animation can often create an animation brand. The success of Pleasant Goat is proof.

However, in the eyes of the decision-makers of Bonner Banner, the role of cartoons for an animation company is not as important as it seems.

In the promotion of the cartoon image, Piggy Banner is mainly achieved through cooperation with professional animation production companies. For example, in cooperation with “Pig Man”, in the “Pig Man” cartoon, Piggy Bannerr implanted his cartoon image “Banna” in the cartoon “Pig Pig” with a similar image, and In both of these two groups, he played the leading role and better promoted his cartoon image.

In addition, in the country's "Home and Child," which is hitting the whole country, Piggy Bannerna has provided clothing to the protagonist Liu Xing, etc., so that Piggy Banner has started to establish a brand in the field of children's clothing in the country.

"Injecting an animation is just like marketing, but it is only a marketing tool and it is not a fundamental purpose," said Yi Shenglan, a director of Piggy Banner.

In recent years, through cooperation with a number of animation companies, Piggy Banner has gone deep into animation. But until now, Piggy Banner has not produced a cartoon of his own.

"We don't do cartoons. It's just a role." Yi Shenglan said that making cartoons is not the focus of Piggy Banner. The focus is on the brand's marketing effectiveness. The production of cartoons is not only a huge investment, but also has a long cycle and high risk. Therefore, Piggy Banner does not directly participate in animation production. Instead, he chooses to collaborate with some powerful animation companies to implant characters in his cartoons. .

Yi Shenglan said that at present, the cooperation between Piggy Banner and the animation company is only a shallow one. In the future, Piggy Bannerna will promote this cooperation to a deeper level. For example, the animation company writes according to the idea of ​​Piggy Banner. The design of the character, etc., but Piggy Banner will not be involved in animation production.

Su Congzhi, head of animation project of Quanzhou Shengke Shoes Co., Ltd., also stated that filming cartoons is only the beginning of company's animation marketing. Next, they will also synchronize the opening of audio-visual products, books, plush toys and other extended products, and continue to enrich and deepen the brand connotation of this original cartoon image. At the same time, the company will also launch intensive promotion for adults and children.

Anime is not a panacea

Compared to the animation and cultural market, the children's wear industry is relatively mature. From production to sales, the industrial chain is more complete. The animation market is completely different. The foreign mature model is centered on an industrial group and carries out a series of market-oriented operations from production to marketing. Disney, for example, is a division of Creative, Film and Television, various types of subsidiary companies for children's playgrounds, and even professional magazines and other brand licensing agencies. Most of the production and operation costs can be absorbed internally, and the entire industry chain is very powerful. .

However, in China, the advantages of resources from film, derivative products, and media promotion channels are scattered, and Chinese animation companies do not have sufficient control over these links. From the Doctoral Frog more than a dozen years ago to the excellent Pleasant nowadays, it is better to be.

Dr. Frog had also spent a period of time exploring animation culture from 1996 to 2000. The effect was not satisfactory.

“Now it seems that Dr. Frog had not fortunate enough to jump into the anime from children's clothing.” Zhong Zheng, chairman of Dr. Frog, said with exasperation that doing content not only requires concentration, but also requires a long period of brand accumulation. Market pressure is no exception. Even if it does not necessarily jump out.

In fact, thousands of animation companies in China are currently only happy. It is a wise strategy for Dr. Frog to abandon the concept of animation culture and to attack the familiar children's wear market and extend it to the baby and pregnant industry. Moreover, the "brand + channel" model is obviously more suitable for doctors and frogs than animation: In its own advantages and industry trends, the brand operation plus a perfect channel access can effectively assemble the entire industrial chain. This is unimaginable in the anime cultural industry.

Under such circumstances, it is not difficult for us to understand why Dr. Frog was able to win the Hong Kong Stock Exchange as the "China's children's consumption first stock" and the performance of the more outstanding Pleasant Goats still needs to sell its derivative business to Yima International. copyright. The underlying reason is that Pleasant Goat lacks control over the entire industry chain, and it is obviously difficult to rely on its own strength to operate the derivative business.

Prior to this, in the process of developing the animation industry in various parts of the country, there was an embarrassment of “making money out of money”. Children's wear enterprises extend to the animation industry. Funds are not a problem, but blindly following the trend of traditional enterprises before entering the animation industry means that the risk of “bamboo baskets are empty” must be followed by appropriate business models and profitable methods. "Compensation to make money" is a strange circle.

In 2012, the use of animation marketing models for children's clothing brands will become extremely difficult. After all, establishing a cartoon image and running a children's wear brand are two industries.