Footwear industry marriage animation research and development cartoon image may become a new marketing model

with the continuous emergence of homogenization in the shoe industry, all kinds of shoe enterprises have to seek new breakthrough models and strive to bring forth new ideas. In the field of children's shoes, entrepreneurs are even more worried in this regard. & ldquo; children's shoes have a market scale of at least 38 billion yuan every year in China. & rdquo; many entrepreneurs in Jinjiang who produce children's shoes feel great potential for development, and the pressure also arises at the same time. Because homogenization restricts the development of enterprises.

Recently, however, the implantation of anime characters and cartoon dolls into the production and design of children's shoes has become a way for many children's shoes enterprises to break through the development of homogenization.

Ding Canyang, general manager of Jinjiang Jinwei Sporting goods Co., Ltd., believes that: & ldquo; non-brand children's shoes enterprises compete not only in quality, style design is directly related to sales performance & rdquo;. The golden period of Jinjiang children's shoes industry also brings opportunities for the development of the animation industry, children's shoes industry began to walk out of the era of pure product competition-oriented, pay more attention to the enterprise animation marketing promotion. Kasiron, a brand of children's shoes under Jinwei, is a successful example of the company's first marriage with the animation industry. Because of the name of Hunan Golden Eagle Cartoon Channel's children's program "childlike innocence hitting the Earth", Casillon let the lovely dinosaur image go deep into the hearts of the children.

ldquo;, this lovely and handsome dinosaur was born in 1997. Today, there is not only one more Casillon & rdquo;—— Golden, Weiwei, Kaka, West, Dragon, but also 100 direct stores of Casillon children's products, including children's shoes, children's clothing, children's accessories and so on. Worried about the risk of cartoon characters being replaced, Casillon has attached great importance to scientific and technological innovation in recent years. Ldquo; children's shoes do not pursue style as single as before, but pay equal attention to material and style innovation. Technological innovation is now the biggest change in children's shoes, even a small pair of children's shoes, may also have a very high technical content. & rdquo; Ding Canyang said that by changing the lining material to choose nano-deodorant material, Casillon launched a shoe model featuring children's health brand this season, and the concept of health technology was resorted to children's shoes. Today, sales of Casillon children's shoes in coastal areas exceed those north of the Yangtze River, focusing on fashionable and dynamic children's sports shoes, with annual sales of more than 3 million pairs.

in the interview, although many children's shoes production enterprises are optimistic about the development prospects of cooperation with animation images, they are still worried: as the general investment in the animation industry costs a lot of money, once the animation image is out of touch with the design and production of products, the capital planning for market operation is not in place, and the quality of children's shoes products is not in place, these money may not be able to see the matching economic benefits.

& ldquo; in this case, cooperation between enterprises and animation companies to develop their own animation image is a shortcut & rdquo;. Yang Xiaoming, president of Fujian Shijia Meiying Animation Media Co., Ltd., believes that & ldquo; can, on the one hand, carry out personalized research and development for the main culture of children's shoes enterprises, and on the other hand, it can also replace star endorsements to directly compile animation characters into advertising films. & rdquo;

in the face of the maturity and rise of the domestic animation industry, Quanzhou's industrial capital began to actively seek docking. This year, Ziyan Light Industry in conjunction with colleges and universities to set up animation talent training base is intended to build a cooperation platform between industry and animation. In an interview with reporters, a number of industry figures said that Jinjiang enterprises have the advantages of complete industrial chain and perfect marketing channels, and the time is ripe to introduce cartoon characters for marketing. In addition to the leisure food industry, children's clothing, sports shoes and other industries through cartoon image publicity cases are not uncommon, the prospect is very broad, will greatly promote the innovation and upgrading of traditional industries.