Animation Marketing: It'S Not Easy To Say "Love You".

A few days ago, Quanzhou Sheng Ke shoes and Clothing Co., Ltd.'s children's clothing brand "Jamie bear" the same name animation "Jamie bear" in CCTV children, Beijing TV, Zhejiang TV, Hunan satellite TV and other more than 200 local TV stations and video sites, in the industry has aroused strong repercussions.

It is reported that "Jamie bear" currently has more than 1000 stores in the country.

As an important way to differentiate brand publicity, the Jamie bear animation project, which is a way to produce derivatives in the past authorized by well-known cartoons, has created a cartoon image of children's brand "Jamie bear" which has been accepted by consumers.

However, whether this can be referred to Jinjiang children's shoes troubled by homogenization phenomenon and become an example of all kinds of shoe enterprises seeking new breakthroughs mode? Most of Jinjiang children's shoes enterprises say that many factors such as high input cost, unpredictable returns and the difficulty of determining the preferences of children's animated audiences make anime marketing still stay on the "armchair" stage, and hope that more successful cases can be used for reference.

Guests of this session:

Fang Weicheng, brand manager of Kate (Fujian) children's products Co., Ltd.

Zhang Zhifeng, general manager of fashion (Fujian) shoes and Garments Co., Ltd.

Ding Canyang, general manager of Kasiron (China) Co., Ltd.

Yang Xiaoming, President of Fujian Shijia Mei Ying animation Media Co., Ltd.

Jinjiang children's shoes are ready to move.

Jinjiang Economic Daily: the local children's wear brand Jamie bear's animated cartoon is currently playing the role in every channel.

Fang Weicheng: actually, as early as the appearance of Jamie bear's animated cartoon, a local original 3D HD animation series "today's children's king world", which is a prototype of the children's wear brand, has a good performance in the market. It is made for the brand of today's Tong Wang of Huzhou Xiwang Wang Clothing Co., Ltd., and it strives to express the brand connotation in the plot and character creation. It can be regarded as a successful animation joint marketing.

In fact, in the past two years, the attention of Jinjiang children's shoes to anime marketing has always maintained a high enthusiasm. Although developing a cartoon image is very difficult, it has been more effective than any advertising form after the successful promotion.

You see, the market value of "pleasant goat and grey wolf" is far superior to the benefits of advertising. How can the intangible value of a brand be measured simply by the use of cartoon image embedded products and so on?

Although children's shoes and clothing

Ding Canyang: the golden age of Jinjiang's children's footwear industry has also brought opportunities for the development of the animation industry. The children's shoes industry has gone out of the era of pure product competition, and is paying more attention to the animation marketing and promotion of enterprises.

Kasiron was born in 1997. After having his own brand image, we took the lead in naming the children's column of Hunan Golden Eagle cartoon channel, "the child's heart hits the earth", and let the lovely dinosaur image go deep into the children's hearts.

I think this can be regarded as a successful example of marriage with the animation industry.

Now Kasiron has another "dragon corps" - Jin Jin, Wei Wei, Kaka, Xi Xi, long long.

Last year, we also wanted to choose some suitable scripts according to Kasiron's brand positioning, launch our own comics manuals, and use products as promotional channels, but later, because of the cost and other problems, we can't get the best of it.

At present, we try to display these cartoon images on products and packaging, so that they can be vividly interpreted and gradually penetrated into the hearts of children.

However, further in-depth use still needs to wait.

There are too many uncertainties, {page_break}

Jinjiang Economic Daily: animation marketing, as a means of brand marketing differentiation, is favored by many people in the industry. The profit space after its successful implementation is more than expected. But why are there few and few companies are watching it?

Zhang Zhifeng: quite a few children's shoes.

The most important point is, I think, children's consumption consciousness has gradually become adult, their independent consumption consciousness is strengthened, cartoon is very difficult to walk, independent design animation is also very difficult to walk, it is better to emphasize the good brand positioning according to the current market situation.

For example, nowadays, fashion and casual children's shoes are more in line with the taste of post-80s parents. Baba tease wants to seize the market development opportunity and re organize the brand.

Fang Weicheng: enterprises choose to cooperate with animation companies to develop their own cartoon characters. This method can be personalized development for the main culture of children's shoes enterprises. Second, it can also replace celebrity endorsements, and directly compiling cartoon characters into advertising films.

However, how to ensure that the cartoon image created by enterprises and animation companies is what children like in the market?

In watching cartoons, we can easily find that American, Japanese and mainland cartoons have their own characteristics.

American cartoons may pay more attention to visual effects; the Japanese style is not only compact and attractive, but also easy to attract adults to watch.

We once made a survey of animation preferences for 7-14 year old children. It turned out that the audience of the animated cartoon is very difficult to define. In other words, it is difficult for us to find out what kind of animated cartoon our children really like, unable to understand the taste, and no more to deploy the brand connotation.

Derivatives need to be followed up in time.

Jinjiang Economic Daily: animation marketing is a double-edged sword with half advantages and disadvantages. So how can we maximize the effectiveness of animation marketing?

Yang Xiaoming: throughout the domestic consumer goods, not the product itself has no brand, but is too far away from the times, and has no tacit understanding with the children. It can not effectively fit the children's psychology.

Therefore, in the design process of animation, we must consider technology and innovation, not only a single tradition, but also have a sense of the times.

Super era and super imagination are good animated works. It is necessary to show the things that can not be photographed by shooting, instead of making animated versions of live television.

For the development of derivatives, we should have a sense of integration. We should study from the beginning of the design, advocate new life creation, and advocate the civilization that is about to lose.

Brand authorization can be implemented in a certain stage, but first people should accept the brand.

The combination of animation creation and industry should take account of generation difference. People who spend money and spend money should have a common value orientation, so as to conform to the trend of the whole society.

Therefore, the brand created by the animation marketing itself must have a breakthrough point with the product, have the same idea, and make a comprehensive design of various links on the future product line.

Effective combination of animation creation, industrial development and consumption promotion strategy can create cartoon products that people love to see.

Zhang Zhifeng: animated films do not make money, and derivatives only make money.

Animation marketing seems simple, but in the early stage, it will cost a lot of money.

This requires long-term vision and boldness.

Once the independent cartoon image and all kinds of supporting products are connected to each other, and do marketing promotion on foot, we can create double brand effect and economic effect.

Children's shoes and clothing enterprises need to develop a series of extended products at the same time, enrich and deepen the brand connotation of this original cartoon image, audio-visual products, books, plush toys and so on. Once they are directly propagated and popularized through cartoons and lovely cartoon images, enterprises need to consider online promotion, and promote sales through QQ expressions, micro-blog, space and online stores.