Thumb brother animation high-end service outsourcing: outline a new blue ocean

As one of the earliest special economic development zones in China, Xiamen is regarded by the industry as one of the regional centers with the most potential for development in the domestic animation game industry. At the same time, Xiamen is also the core city of the Xiamen Zhangzhangquan metropolitan area. Compared with traditional industrial clusters, The well-known manufacturing industry adjacent to Quanzhou, Zhangzhou have inextricably linked. Behind the close contact, the hidden business opportunities. In recent years, some traditional manufacturing enterprises have broken the traditional practice of "star + advertisement" and relied on the mode of operation of "animation + industry" to give the real estate industry an animation culture and come out of a new road in encouraging market competition. Under the circumstances that the animation service outsourcing industry is flourishing and the animation industry chain is becoming mature day by day, some acute animation companies smell the business opportunities and leveraging on the advantages of the complete animation industry chain operation, providing one-stop animation for the entity enterprises Marketing "the overall solution, is expected to create a win-win cooperation with the traditional manufacturing enterprises a new model of integration and development. Animation and Traditional Industry Linkage "We are promoting the development of anime through a number of channels driven by a steady stream of content-driven animations to promote the distribution of copyright, brand licensing, thumbnail fashion and animation chain stores and e-commerce. Brand awareness and reputation, to create a complete cartoon industry chain, and relying on children's clothing industry entity, take the 'animation + industry' business model, to create the largest animation derivative products in Greater China one-stop collection of consumer platforms. Recently, Zheng Fangping, deputy general manager of Xiamen Big Brother Animation Co., Ltd., said in an interview. Recalling the history of thumb brother, people will clearly find the animation and the traditional industries "marriage" brought great magic. Founded in 2007 thumb brother animation, initially only insisted on doing animation original, before 2011, the industrial chain is relatively weak. It was not until the second half of 2011 that a professional animation and commercial operation team was introduced, and the launch of the original 3D animation work "Little Rui and Da Ma Wang" and the commercialization of industrial operations were started. In just two years, the big brother relied on the holding company Kenjian Group's advantages in the main garment industry, "clothing" cut into the market for industrial development, embarked on the "animation + industry" road, currently in more than 20 provinces and cities nationwide successfully opened More than 300 animation fashion experience museum, and Danny toys, grinding iron books, Haosheng culture, blue cap and other more than 20 real enterprises reached brand licensing business cooperation. Big Brother Animation Creative Production Center "Through our own practice, we can give full play to our own advantages, we can tailor the original animation project for more traditional enterprises and carry out animation commercial marketing, and bring more animation and culture to the traditional industries Traditional industries restructuring and upgrading. "Zheng Fangping that" animation + Industry "is the traditional domestic enterprises export domestic sales, build their own brand transformation and upgrading of a road, the traditional shoes and other children's products market is already very mature, the market competition is very fierce, to Want to emerge at this time, we must play the strategy of differentiation of competition, only by means of new concepts to do have the possibility of success, animation is undoubtedly a new carrier and method. On the other hand, since Xiamen applied for the national service outsourcing base city in 2007, Xiamen has actively promoted its participation in global "service outsourcing" and the service outsourcing business has been greatly developed. Although the linkage between animation and traditional industries seems to be in demand, it is not surprising that in the domestic market, some real enterprises obtain animation through the cooperation with traditional production companies and OEMs, but they can not really copy animation and cultural The value of play and produce the actual business value. Industry experts believe that this phenomenon is mainly the emergence of two paradoxes: For the entity manufacturing enterprises, because animation is a high investment in new areas of high risk, the general entity enterprises will not set up their own animation team to the overall strategic level Control animation creative projects and business operations, they are generally willing to cooperate with the production company through the OEM way, although this can reduce the risk and cost savings, but often out of the animation content can not adapt to the long-term development strategy of the enterprise, it is difficult to meet the industry Market, the final result is that after the animation works come out Entities can only dumb to eat Coptis, hard to tell. The second is to undertake the production of domestic production companies, mostly based on the production, can not control the creative and commercial animation business, for the copyright distribution, promotion and commercial operations even more frustrated, the end result is that the animation works come out can only be placed on The family can not enjoy the whole commercial operation after they have enjoyed it or made unrelated announcements. At present, most of the domestic production companies do not have the ability to operate anime, the long run can not be considered from the brand as a whole, so the custom high-end animation project price is no market conflict remains prominent. Unique thumb thumb animation fashion experience museum is located in Xiamen key areas of service outsourcing development, thumb comics clearly recognize that with a good environment for outsourcing, strong production capacity and animation capabilities, and personnel support, no doubt with the weather, However, blindly carrying out the service outsourcing business can not win in the fierce competition. Only by forming the differentiated development can the service outsourcing market gain a firm foothold. High-end animation project custom priceless city so that the thumbs aligned to the business opportunities here, coupled with the industrial clusters in Fujian Min Delta have a deeper understanding, so the focus on the domestic traditional enterprises, "high-end animation project customization" . In the second half of 2013, Thumbs has been in close contact with a number of entities manufacturing enterprises, focused on tailor-made for enterprises from the animation image design, creative planning, original production to program distribution and promotion, derivative product development and operation and channel construction Integrated "animation marketing" overall solution. Original and outsourcing complement each other Brother animation launched the "high-end animation project custom" new ideas get good feedback from the market, but also lead to market questioned - as an original animation company, how to balance the original thumbs and service outsourcing relationship? Zheng Fangping told reporters that the original and high-end custom outsourcing services each occupy half the sky, the two are complementary instead of contradictory relationship. My brother's "high-end animation project customization" not only can provide other companies with tailor-made excellent original content, but also to help enterprises to carry out animation operations, while the original is conducive to continuously improve the animation industry chain. On the other hand, by combining with more real enterprises, it will also be a useful supplement to the comic animation industry system. Compared to foreign films processing offshore outsourcing, thumbs brother "high-end animation project customization" is more popular, and therefore also need to use domestic resources. "High-end animation project custom" is not only a simple production link, it is a copy of the animation industry chain. Big Brother has a strong network of television and new media, sales network throughout the country, as well as through the original opening of the animation brand licensing business, but also let the thumb has accumulated rich experience in cooperation with traditional enterprises, but also to better understand the needs of customers , So as to provide customers the best service and the most abundant resources. Outsourcing enterprises is the most important talent, and this problem is also through the thumb brother education and training schools have been resolved, in order to nurture applied talents, thumb brother since its inception set up thumb brother education and training schools, and now the school has become the software talents in Fujian Province Training base, Xiamen animation industry training base, this series of resources are derived from the accumulation of original animation. "Little Rui and the devil's family mission" is about to understand the national heat, thumbs brother's original animation project "Little Swiss and the devil" has completed the first four seasons 164 sets of production, including the first three quarters, including CCTV children, including 400 A number of television stations, more than 50 new media broadcast platform, the fourth quarter of "family mission" (52 episodes, each episode 12 minutes) is about to issue a large-scale nationwide promotion. Driven by the original animation, the businesses of program distribution, brand authorization, derivative product development, offline channel construction and animation education and training are booming and have laid a good foundation for cooperation in the "high-end animation project customization." "We are the two legs to take the road of animation and industry, with both hands grasp the original and service outsourcing." Zheng Fangping said without humor. From a single outsourcing to diversified industry insiders predict that as the global economy is complex and volatile, the trend of diversification of service outsourcing will become even more evident. It is foreseeable that taking the high-end outsourcing is not the only way to diversify the development of the service outsourcing industry can crack the bottleneck. And at this point, Big Brother has shifted from single outsourcing to multiple outsourcing. In the business category, thumbs brother can undertake high-end animation project customization, production of game animation, corporate videos, product process presentation animation, TV channel packaging, video advertising and other three-dimensional animation. According to experts in the industry, as a new point of economic growth for animation, the development of animation service outsourcing is promising. However, it is really necessary to be able to withstand the test of survival of the fittest, and be skilled at making not only know how to make it. Big Brother Animation actively cultivates the industrial chain and wins with innovation. It is expected to open up a new blue ocean with its own advantages and mutual benefits and win-win benefits for the development of traditional industries.

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