After The Cartoon Feast, Quanzhou Children'S Shoes Enterprises Are Actively Seeking New Models.

China shoes net July 14th, in Jinjiang

Cartoon

In the use of cartoon characters, for many years, Wan Tai Sheng has gained a lot.

From the end of the 90s to the end of last century, Wan Tai Sheng has obtained the authorization to use Altman, the flying girl, the hooligan rabbit and other cartoon characters, and different cartoon images are aimed at different groups.

Among them, Altman aimed at the little boy, flying small female policewoman against the little girl.

Previously, these cartoon characters were basically fighting for themselves, and with the launch of the Wan Tai Sheng cartoon Carnival program, Wan Taisheng began to consciously mix the cartoon image.

Although the action is frequent on cartoon, this does not mean that Wan Tai Sheng intends to strengthen the status of cartoon in his company strategy.

Lin Weisheng, general manager of Wan Tai Sheng shoes and Garments Co., Ltd. believes that with the development of the market, the role of cartoon image is being weakened, and the integration of all cartoon images is mainly for desalination.

According to the idea of Wan Tai Sheng, why did this cartoon fade strategy of pformation fail?

A person familiar with the matter told reporters the story.

Ideally, each cartoon brand has different positioning, and can form complementary advantages under the family of cartoon carnival, but in fact it is not satisfactory. In the operation of the cartoon carnival, there are difficulties in team management and funding, and the four brands are run by the same group.

In other words, changing the soup and dressing up has created an awkward situation for "children to grab food for their children".

In the end, the company has to cut down the cartoon brand one by one, leaving the only "child" to support well.

On the ground floor of Quanzhou, another children's shoe company has once had the same ambition as Wan Tai Sheng.

However, when the foot friend found this idea too idealistic, he resolutely abandoned the cartoon carnival, which was quite popular in the industry at that time.

Ma Feng Feng, a professional manager who was in office, felt that instead of spending a lot of manpower and material resources on these cartoon images, which led to the company's laborious efforts, it was better to abandon the cartoon brand and attack its own brand.

Children's life hall arises at the historic moment

The cartoon Carnival explores the thorny road.

When many people are watching this mode, a new terminal marketing mode of children's products industry arises at the historic moment --

Recently, at the new conference of Bumblebee children's products Co., Ltd., as the latecomer of Jinjiang children's shoes, the conference of wasps was not concerned by the industry.

Surprisingly, in this low attention conference, Hornets launched their own "children's living hall", which was introduced into other children's products such as life hall, children's wear, toys, stationery and so on.

Coincidentally, at the beginning of spring, many two or three line cities in China, like flowers blooming overnight, increased dozens of children's living rooms.

This year, foot friends will focus on the two or three line cities to increase small and medium-sized children's living rooms, which are closer to the living area, with a moderate size, but definitely the masses.

In order to enhance the confidence of agent franchisees, all of you have put on more products in 2010. The children's life hall will provide one-stop shopping service for 0~16 year old people.

At the same time, a number of Quanzhou enterprises, including Jinwei, are also interested in building their own "children's living hall" system through the combination of several kinds of children's products. There are indications that the concept of "children's living hall" is rapidly permeated in the children's products industry in Quanzhou, and children's shoes, children's clothing and other children's products terminal changes are quietly forming.

No one can deny that children and teenagers in China have gone through the comic age. At the same time, almost all children's clothing and children's shoes are brand names with cartoon images in the occupation of children's products, such as Altman and Mickey Mouse cartoon characters.

However, after a few years of popularity, some enterprises are not just relying on a cartoon image to beat the world.

The current children's products industry is facing a common theme in the domestic market. Some enterprises have begun to abandon the old concept of "all comics will be able to sell", but focus on brands.

This is a new starting line, not only needs quality, but also a spirit of individuation and innovation.

"Children's life hall" came into being under this background.

Because of the emergence of the "living museum", the terminal mode, children's shoes, children's clothing, toys and bags are being integrated into the same eaves.