Cartoon Implants: Shoes, Jinjiang, The Next Red Sea?

In 1999, Anta took the lead in asking Kong Linghui to be the spokesperson for the first shot into the domestic market, and the brand effect was established.

At this point, Jinjiang shoe companies have joined hands with the "big star + big media" debut. About 40 brands have been gathered together, setting off a spectacular movement to shock the industry inside and outside.

At present, XTEP introduces the cartoon characters like Disney's Mickey Mouse and Donald Duck. Three sta has obtained the authorization of Tencent QQ, and used the image of QQ Penguin for Q-sport product development. Cartoon implants and cartoon endorsements are rising in Jinjiang enterprises.

At present, the RMB exchange rate is rising, and the export and foreign trade market of Jinjiang enterprises will be further tightened. Will the cartoon endorsement be a new red sea in Jinjiang enterprises?

Get together: Jinjiang enterprises all the way to the Red Sea

In the song and Yuan Dynasties, as the starting point of the "maritime Silk Road", the Quanzhou port of Fujian province was known as the "great port of the East".

Many of the Jinjiang people are also living abroad through this passage. Today, there are about 2000000 overseas compatriots in Jinjiang and Hong Kong, Macao and Taiwan compatriots.

The long history of foreign trade and business activities has created Jinjiang's unique cultural environment and business culture.

In the 70s of last century, some foreign goods were sent from overseas, some people secretly sold them, and some "underground workshops" began to imitate foreign goods.

With the beginning of the reform and opening up, the business potential of Jinjiang people has burst forth. Some Jinjiang people use the "three idle" (idle, idle room, idle money) joint run enterprises.

In the early 80s of last century, Jinjiang enterprises relied on several hammers, scissors and sewing machines to start production of slippers and vulcanized shoes with low investment and low technical requirements.

After entering the 90s of last century, in the face of increasingly fierce competition in the domestic market, the footwear industry in Jinjiang began to introduce advanced production equipment at home and abroad by grafting foreign capital, and took the road of increasing capital and expanding stocks and expanding its scale.

At that time, influenced by market changes, many enterprises in Jinjiang were producing OEM for foreign enterprises, earning a small profit.

Although from imitation processing to OEM production, to some extent, it is also a symbol of industrial advancement, but Jinjiang enterprises have also entered the era of Red Sea fighting together in homogenization and competition.

With the introduction of large-scale equipment and technological pformation, the level of shoemaking technology and equipment in Jinjiang took the lead in the mid and late 90s of last century. Processing capacity and technology level and product quality can meet the needs of some international brands. Many manufacturers have been qualified to make OEM (OEM) for international brands.

At that time, external orders increased rapidly, and many shoemaking enterprises in Jinjiang completed the initial accumulation of capital at this stage.

In 1999, Anta took the lead in asking Kong Linghui to be a spokesperson. At the same time, Anta's commercials "I choose, I like" in the mainstream media such as CCTV, and so on, fired Jinjiang's first shot into the domestic market.

Since then, Jinjiang shoe companies have turned around to attack the domestic market. The brand mode of "star + CCTV" in Jinjiang has begun to appear. About 40 brands have gathered together, setting off a vigorous and vigorous brand building movement inside and outside the industry. The homogenization market strategy mode of homogenization products has further intensified the fierce competition of Jinjiang enterprises, and more and more enterprises have been killing each other in the Red Sea.

Since 2000, the brand war between Jinjiang enterprises has become increasingly fierce.

At present, cartoon implants are emerging as a new trend in brand marketing in Jinjiang. Following XTEP's introduction of cartoon characters such as Mickey Mouse and Donald Duck in Disney, three sta obtained the authorization of Tencent QQ to use the image of QQ Penguin for the development of Q-sport products. PEAK group also launched cartoon image spokesmen "Pi Pi" and "cocoa" two cartoon ants in the "global order meeting" in March 2008.

The use of cartoon images in the field of adult sports products has begun to increase.

From the traditional mode of Jinjiang enterprises gathering, we can not help worrying: cartoon implants may be the next red sea of Jinjiang enterprises.

Animation generation: market base for cartoon implants

In the 80s of last century, with the popularity of TV, animation products began to enter Chinese families.

Therefore, at present, the main age structure of Chinese anime cartoon audiences is the group born after 80.

Survey data show that in the animation market audience, 80 or 90 percent of the group accounts for about 70%; after 70, the group accounts for only about 20%.

From age structure analysis, the age structure of the main animated audiences is 16 to 27 years old, and the group of this age group is mainly young students and young people entering the society.

This consumer group grew up with China's reform and opening up. The popularity of television, publications, networks and rapid economic development enabled them to receive more information about anime from childhood, and animation became a lot of hobbies after 80 and 90's. personal preference is the most important factor in purchasing power.

At present, a large number of post-80s youngsters go to work and become the main consumers of the market, and the population base of this generation will be larger than that of Chinese market consumers. The 80's generation will be the largest consumer group in China's history.

Together with some cartoon lovers who follow the trend, as well as the latest generation of the 90s generation, animated cartoon has a good market base. The huge audience market will be a huge cake.

This is also the fundamental driving force for XTEP, three STA, PEAK and other enterprises to put cartoon into marketing.

Resource grafting: value of cartoon implants

Through the above analysis, we know that cartoon animation has a good market audience foundation, cartoon cartoon image also has its unique character and good market awareness, so the use of cartoon image embedded in brand operation has good inherent advantages, mainly in the following three aspects:

1. Good audience foundation and high image cognition.

"Because of the late start, if you want to build your own brand, it is difficult, more investment and high risk, so it is decided to choose a well-known brand in the country to authorize business.

According to statistics, registered users of QQ have exceeded 460 million, active users reach 160 million, and the highest instant online users reach 18 million.

Moreover, the core user group of QQ is a young group, which is in good agreement with the consumer group originally set up by three sta.

Fujian three sta footwear industry leader said.

Whether XTEP is joining Disney Mickey Mouse, Donald Duck, or the three star QQ penguin, what they value is the good social recognition of these cartoon characters. These images have been deeply rooted in the hearts of the people.

By embedding these cartoon images, we can help enterprises rapidly enhance brand awareness and effectively open the market.

2, the unique character, effective image grafting.

From the successful experience of Mickey Mouse, Garfield, Snoopy and other international cartoon brands, the commercial value of cartoon image depends on the popularity of the cartoon image, social recognition, and the ability of group spokesperson and humanization.

The mickey mouse used by XTEP and the QQ Penguin used by three sta are not only a simple cartoon symbol, but a visual idol, a representative of life attitude and life style.

As a visual idolatry, it has its fans. As a representative of life form, it has its own unique values advocates.

Therefore, based on the unique image charm of cartoon characters, effective cartoon implants can effectively realize the pplantation of cartoon characters and cartoon characters, and achieve the grafting of cartoon images.

So Disney's loyal supporters have become the core consumer group of XTEP Disney products, and the users of QQ and the identity of the QQ concept have become the core consumer groups of the three sta Q-sport.

3, cartoon endorsement, brand performance is rich.

Compared with the traditional celebrity endorsement advertising mode, cartoon implants and cartoon endorsements have a significant advantage.

The first is vividness.

The cartoon adopts a different form of art, which is different from reality. The cartoon image is unique, dynamic and fresh in the brand performance, helping to deduce and convey the brand information, and secondly, the exaggeration of art.

The cartoon image is created manually, and can be fully imaginative and creative. The information to be expressed is displayed in a very exaggerated way, which will break through the weakness of traditional advertising documentary, and the third is visual impact and attraction.

The cartoon has broken through the traditional advertisement's heavy frame, will give the audience a brand-new feeling from vision to hearing, fourth is fashion.

The cartoon image first entered the public life through animated cartoon and other forms. Through the interaction and development of various media, it maintained its leading edge in the era, combined with the latest technology and the most fashionable elements, and formed a beautiful landscape. Finally, the cartoon image "evergreen".

Unlike the stars, cartoon images will fade and lose their charm as time goes by, and they will not bring fatal crisis to the brand of endorsements because of the star's personal behavior. The cartoon image helps to promote the brand's younger construction, and at the same time, to a certain extent, it helps to avoid the brand crisis brought by the brand representative.

From the audience foundation of cartoon visual idols, we can find that after 80 and 90 can be called the "Cartoon Generation". They are optimistic about the consumption habits and recognition level of cartoons, and the cartoon implant marketing strategy and traditional brand marketing strategy have obvious advantages.

However, from the current situation, there are still many misconceptions in cartoon implants, so we have every reason to worry that cartoon implants will be the next red sea of the traditional Jinjiang enterprises with "good get together".