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Kasiron'S Pursuit Of Dragon Animation Starts And Setback Highlights The Lack Of Independent Brand Marketing Of Children'S Enterprises

2013/5/21 22:23:00 9

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although the dragon year has already passed, although the broadcasting platform is not the CCTV that was originally planned, anyway, in June this year, "the dragon of search of crow" finally met with the audience.

This has eased the heart of Ding Canyang, chairman of Kasiron (China) Co., which has been struggling for nearly a year.

from the design of independent cartoon design, to the 26 episode of the first season of Kasiron's "dragon hunt" in 2012, waiting to be broadcast. In the past few years, Kasiron has made various efforts and attempts in animation marketing, and because of his lack of understanding and preparation for the animation industry, he has been trapped in the dilemma of delayed broadcasting.

can not be broadcast on CCTV children's channel. The search for dragon in CAS can solve the problem by finding other channels.

However, behind this passive pformation position, it highlights the shortage of local children's products industry in independent animation marketing.

TV broadcast > /p >

the last straw /p.

> "we must make sure of the two time periods!" Ding Canyang, chairman of the company of CAS long (China) Limited, repeatedly urged before the phone that the two time period in his mouth was the time of "the search for the dragon of clove". The best time he expected was the summer vacation and the golden time of half past four to half past five every afternoon.

P is Li Zhubing, the chairman of the Quanzhou Kung Fu Animation Co. Ltd., who is responsible for the production and distribution of the animated cartoon. He is at the airport, ready to fly to satellite TV to confirm the final sowing date of "the dragon of search of the crow".

At the moment, P has entered the summer of the snake year. At that time, the broadcast time from the original plan has been in the past six months. It was originally expected to be able to land in CCTV's "Kasiron's search dragon" in August last year. Since then, it has not received the latest news from CCTV. The long wait made Kasiron once trapped in the predicament of the lack of distribution channels. He was holding a good film but was unable to broadcast it. There was no doubt that he could not get output after the huge input. He became suspicious and became a pressure, like a jack on the head of Ding Canyang and Kathy.

Ding Canyang said that someone had given him such an account: it costs 15 million yuan to invest in a 100 episode animated cartoon, which is an astronomical figure for children's < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing brand, compared with two years' advertising expenses of Quanzhou large children's shoes enterprise, a small and medium-sized enterprise's 3-5 years promotion fee is even more than...

> Kasiron's search for dragon, if it can't be properly released, then the brand and oneself can only pay for this unsuccessful animation. The cost of the bill is that in the next few years, Kasiron will probably tighten the budget of advertising, and compress all costs from the company's internal marketing level.

But for children's shoes and clothing brands, if they can be broadcast in various TV stations and CCTV and provincial TV stations, the advertising returns will far exceed this value.

"but if the satellite TV Premiere is successful, it will be able to solve the difficult problem of" the search for the dragon ".

Ding Canyang's determination to defend himself is evident. He plans to launch his own animated cartoon on more than 30 provincial top star channels, which are the first joint of the 5 big satellite TV stations.

"P >", and if we can detonate at the same time and get a good audience rating, we may get the opportunity to go to CCTV again.

At present, CCTV will pay special attention to the programs with high ratings of TV channels and local channels, and then give priority to rebroadcast or get the copyright replay. If we can get good results in the first round of TV broadcasting, the second round of CCTV is also a good idea.

for them, the search for the dragon is likely to be creating a new broadcasting method. The TV broadcast will focus on detonation in order to get the attention of CCTV and use the curve to get on the stage of CCTV cartoon children's channel.

although the summer vacation has not yet arrived, the advertising campaign for children's shoes has long been on the offensive. It is no longer easy to extrude "Golden Dragon" of the "Golden Dragon" in the summer season.

Ding Canyang's implication is that through the long term cooperation between the past and the present and the satellite TV and local stations, we can get a little bit of face.

in fact, in the process of securing the TV broadcast, "the dragon of search of crow" is able to get the chance to play and get a better chance to get a good schedule through cooperation with other satellite TV stations.

"every television station, we also send the film according to the normal procedure, wait for the audit, coordinate the scheduling, strive for the golden card, through the cooperation way, also initially see the result."

Ding Canyang said frankly.

In Ding Canyang's mind, all efforts are worthwhile as long as the time is good enough to be broadcasted.

local independent animation should span more than /p.

for local children's products enterprises, it is a dream to raise brand awareness and influence by issuing independent animation.

In the process of dreams, children's products brands need to cross the gap.

at present, the column of "golden record" of Chinese animated cartoon is in a state of "too many opportunities".

"TV Golden files" must be considered in the choice of animated films, advertising effectiveness, consider the animated film ratings, and a large part of the factors affecting the audience is the quality of animation products.

Whether an animated cartoon production is "sophisticated" can arouse children's interest and become an important foundation for affecting its dissemination effect.

For this, the industry actually has some understanding.

"P." "remember the State Administration of radio and television was given a specific amendment to the" pig and pig man ", we and the General Administration of radio and television, after repeated amendments to the review.

Of course, this is the best way for every good animated cartoon.

Liu Jinliang, director of the brand division of pig pig, told reporters.

At present, there are five animated films on pig portraits released by CCTV, and the total production volume is more than 3000 minutes.

fine production is the foundation. Finding a good distribution channel is equally important.

Xiaoliang, director of the Fujian Office of the Guangzhou Jiajia cartoon channel, hit the nail on the head and said that there was a little commercial flavor of the film. Everyone helped broadcast it on the basis of cooperation. In general, the anime publishers often neglected the link in the broadcast channel. The integration of these promotion channels was not quantifiable as the technical indicators of the production level. On the contrary, the promotion links after the production were often aborted because of policy reasons and some inhuman factors.

he said this situation is reflected in the local brand in the creation of independent animation, often on the quality of the film itself, but ignore the link after the creation of animation - release, such a publishing process often encountered a long review cycle, in the "golden file" broadcast also has difficulty scheduling problems, so in order to make animated film production to achieve excellent standards in order to "golden gear" to grab the position, animation film "buried side" a great deal of effort, this will also become an important measure of the choice of animation team cooperation.

to make the production of animated films achieve excellent standards so as to win the position of "golden gear", the cartoon film's "buried side" has done a lot of work.

Babu bean brand namesake animated cartoon Babu has been released in summer.

According to Lin Qidong, chairman of the board, he invited the Guangdong original power Culture Communication Co., Ltd., who had made "pleasant goat and big wolf".

"it is precisely this group that has seen the successful production and promotion experience of the animated cartoon.

The entire series of animated films cost a lot. "

Lin Qidong told reporters, "after the broadcast of Babu", we will also develop products such as audio and video products, books, plush toys, and constantly enrich and deepen the brand connotation of this original cartoon image.

"the general operation animation industry consumes huge funds and has a long time cycle.

The funds for making animated films are only part of the operation of the animation industry, and the greater cost is the market operation after the animated films are released.

Fu Weijin, President of Fujian children's shoes Association, told reporters that not only the high cost, but also the long production cycle, it has become a major factor for enterprises to get involved in the animation industry.

industry insiders told reporters that the initial design of an animated image is very important. It usually takes two or three months or even longer. After the image is confirmed, it is the preparation and shooting of later stage.

After the completion of the work, it is also an important marketing promotion stage. Investors can repeatedly promote the products through finding different channels and platforms, and eventually get market recognition, so that they can feed back derivatives and bring market returns.

"This cycle is fast, one year, slow and several years. If you are careless, you lose everything."

strive to realize pluralistic development

although "the dragon of search" has not been released yet, it has been remembered for two years.

In the case of limited funds and resources, the brand of children's goods, the first independent innovation cartoon brand in China, is a topic of conversation. A bright spot is that "Jinwei Kalong" is itself very expressive: Jin Jin, Wei Wei, Kaka, Xi Xi, long lung's energetic look and personalized image design have long been the key words of brand genes, and even have been a flag of the company.

Kasiron Brand Manager Yao Min said that Kasiron took the lead in launching the "Kasiron's search dragon" in the children's footwear industry. With the help of animation marketing, the process of accelerating the integration of footwear and clothing has a good public relations effect to some extent. Kasiron's cartoon image has become the brand asset of the company, attracting the eyes of investment banks, agents and potential customers, and becoming a booster in the development of the company. How can this effect be underestimated?

although it is still unknown whether the story of "the dragon of search" can move the hearts of the children, the design and shooting of the second quarter of "the dragon of search" is still in progress.

"after all, the introduction of an animated cartoon should have continuity, followed by the second quarter after the first season, presenting the echelon style to the audience. This also makes the design of the second season without delay. Even if the first season fails to achieve the expected applause, we must continue to push down. Some animated cartoons will always have a time to fire. Even the" pleasant goat and the grey wolf "are all on the fire after the more than 100 episode is broadcast. Therefore, the animation marketing is not urgent, which means continuing to burn money.

Ding Canyang pointed out the essence of the long and big investment cycle of the animation marketing cycle, which only stayed on the extension of the animated cartoon, and did not include the follow-up commodity extension and offline interactive promotion.

in Ding Canyang's mind, Kasiron will be a brand of children's products that integrates various products such as independent copyright animation, broadcasting, derivative children's articles, terminals and so on, and realizes the income of diversified formats. Today's animation marketing is really just the beginning. What's the result of paying for a little setback on the cartoon road?

Ding Canyang P is gratified that the industry has already achieved success on such a road.

Although it has gone through a series of twists and turns from production to release, it was also produced by two years ago, "Xiao Pi Pi", who finally met with the audience on CCTV children's channel in April 15th.

"as an enterprise, we do not want to animate as a kind of aura to embellish" a target= "_blank" href= "http://www.91se91.com/" > clothing "/a", and even do not advocate commercial purposes to be implanted naked into animation works, so in the animated cartoon "little play leather" rarely see obvious advertisements.

Huang Qingmiao believes that the "advertising influence" of animated cartoon can not be seen from the "many" or "less" visible, but should be based on "deep" and "far". "We must let the audience like our cartoon images and animated stories, then naturally agree with the animation culture advocated by the works, and then like the related animation derivative products, which is an emotional expression of love between the house and the black."

Huang Qingmiao, chairman of Shishi little leather garment Weaving Co., Ltd., said in an interview with our newspaper reporters.

"P" point of view

Li Zhubing: ratings are the key to the success of independent animation of children enterprises.

How can the independent animation produced by children's products enterprises get the favor of TV stations? In the process of production and promotion, how can enterprises achieve the maximization of communication? In view of the above problems, Li Zhubing, chairman of Quanzhou Kungfu Animation Co., Ltd. has given his own opinion.

Li Zhubing believes that in the current market of animated cartoons, whether animated films can be successful or not, the only factor is whether animated films can make contributions to audience ratings. The media pursue ratings. Therefore, good subjects are very important, and many enterprises often want to invest in educational animated cartoons, but this type of theme is not good enough.

"there is also animation marketing. We need to adhere to it, including diversification, such as when Kasiron did not broadcast the animated cartoon, he began to try online games and other aspects of pre promotion, are all good ways in the early days."

Li Zhubing said.

in addition, in Li Zhubing's view, after the completion of the animation, a certain amount of promotion expenses is also very important. Don't take it for granted that TV stations will broadcast. The TV stations not only focus on whether they can promote their audience ratings, but also attach importance to the various cooperation mechanisms they bring.

Therefore, enterprises should do their best according to their brand positioning, development level and financial strength. Choosing a professional operation team is very important. P

In addition, children's shoes enterprises must pay attention to the cartoon characters with the brand cartoon image spokesperson as the prototype, through animation design, and create a cartoon character with obvious characteristics, which is consistent with the overall brand positioning, and avoid the awkward situation of forcing the mechanic into the forced placement.

it is worth mentioning that animation production and late release are all indispensable links. In pursuit of high quality products, enterprises need to consider the issue of later issue and promotion in advance, and consider publicizing public relations and integrating channels.