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Children'S Shoes And Clothing Cartoon Marketing "Packaging"

2011/8/12 14:46:00 48

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Packaging Children'S Shoes And Clothing Cartoon Marketing Preservation

children

The silent cartoon language of shoes has captured the minds of countless children and consumers. The lovely, fresh and vivid cartoon characters undoubtedly give the products more, larger and wider brand promotion significance.

Many shoe and clothing enterprises have built up their own brands with the popularity of these international cartoon images. They have gained huge economic benefits in the short term. But at the same time, we also see how these internationally famous cartoon images protect the products and how to extend their brand influence to the products.

Nowadays, when cartoons are so popular, children

Shoes and clothing

There are 3 major problems in the choice of product packaging and image endorsement: first, the licensing confusion.

Many packaging enterprises with famous cartoon characters have not obtained formal authorization such as Disney and other institutions in order to save costs.

Such a chaotic market situation has dealt a severe blow to companies that pay big price to pay for cartoon image royalties.

For example, the image of Disney cartoon, which is known to both women and children, appears in almost all fields including children's clothing, children's toys and so on. From the store, the counter to the stalls, the good and bad are mixed, from image to color, and the brand value is greatly reduced.

Secondly, the quality of products is not good enough.

Many parents are also very dissatisfied with the "irresponsible behavior" of some cartoon characters in shoes and clothing enterprises.

Moreover, enterprises often engage in competitive bidding activities for children to collect products or collect discount products on their websites, which are all trying to entice children to buy more bad products.

Third, only pay attention to table level application, there is no deeper connotation.

Due to the lack of in-depth understanding, many children's shoes and clothing enterprises use cartoon images only for LOGO and avatar. In the combination of cartoon play, embedded marketing, combined with the development and operation of the subsequent product chain, promotion strategy and terminal promotion, combined with cartoon character's personality characteristics and preferences for developing new products, it often becomes a big weakness. Huge authorization costs are spent, but the effect is not satisfactory.

For example, the blue cat was once a popular cartoon image, and was enthusiastically sought by Chinese children. Many manufacturers have asked for brand authorization.

But soon they found that the rainbow cat blue rabbit appeared, and the bobcat appeared. As a result, how to mold the uniqueness and diversity of the brand after the brand authorization, and how to dig deeper at the level of the concept, has become the most important task.

Otherwise, it will easily become a wedding dress for others.

Therefore, in choosing cartoon image packaging and endorsement, we should pay special attention to three points: first, the cartoon image is not applicable to high reputation, but must be related to the product itself and brand idea.

Secondly, cartoon image endorsement is not only a sign, it should not only stay at the level of packaging image.

It should be fully integrated into the marketing system with brand as the core, which is embodied in highlighting the unique product personality, matching price combination and corresponding channel system, and striving to achieve consumers' preference and loyalty to product brand at various levels, so as to ensure the maximization and optimization of communication effectiveness and economic benefits.

In addition, the cartoon image is not static. With the changing needs of the social environment and consumer groups, the cartoon image of the enterprise in the specific development stage should keep pace with the times and bring forth new ideas.

Brand authorization can take immediate effect in the era of fast marketing. These cartoon images have strong virtual Star Effect in children's mind, and can enhance brand awareness and reputation in a short time. But from the long-term management of enterprises, the brand is a systematic project and does not represent a good cartoon.

image

You can solve all the problems.

From the establishment of the core value of the brand, children's shoes and clothing enterprises cover the establishment of brand positioning, the mining of brand personality, the development of brand symbols, the establishment of two-way interests of brands, the identification of typical customer groups, the dissemination of brand stories and culture, and so on.

At present, the brand marketing of children's shoes and clothing is

domestic

The development mode still needs to be improved. Some manufacturers lack systematic understanding of brand marketing, and are still in the stage of establishing cartoon image simply.

In the face of increasingly competitive market, is the choice of "wearing other people's shoes to go their own way" brand authorization?

Or "wear your own shoes and go your own way" to build up your own brand? Children's shoes and clothing enterprises should make careful decisions based on their own resources.