Encounter animation: brand children's wear business transformation and upgrading of the road

"Pleasant Goat and Big Big Wolf" cartoon image swept the country, followed by its brand value soaring, and embarked on the road to product extension. At this time, the city's Tong Wang Garment Co., Ltd. also aims to lock in the cartoon image, and animation companies have been jointly invested 20 million yuan to make animation drama, these "anime star" will appear in the future of children's clothing , And is expected to face the market several times. "It is not profitable to develop animation drama itself, but the economic benefits brought by its derivative products are immeasurable." The head of "Present Tong King" is breaking through the mystery. He regarded the animation drama produced by 20 million yuan as a stepping stone to open a bigger market , And the ultimate benefit to get settled in the main product children's clothing. This Tong Wang Garment Co., Ltd. launched the anime drama "Kids Today World" by the Shanghai SMG's animation company, will be available on July 1 this year. Business executives said that after the animation drama and the audience meet, they will cooperate with China International Fashion Brands Management Consulting Group to carry out the promotion of "Today's Kids King" brand, and children's clothing printed with cartoon images will also be brought to the market. It is understood that throughout the entire life cycle of anime dramas, that is, from the premiere release of anime dramas to replays, replays and even carcasters across regions or regional differences in play, businesses can set off consumer trends in children's wear and derivatives. At present, China's children's wear business has gone through the early stages of entrepreneurship, ushering in another brand-oriented and creative-led spring, and the market behind it has been rapidly expanding. A study of China's children's wear market shows that the demand for children's clothing is now 1 billion pieces with a total sales of 50 billion yuan. With the advent of fertility peaks in the coming years, the consumption in the children's clothing market will maintain a growth of more than 12% each year. It is in such a huge consumer market, this Tong Wang Garment Co., Ltd. has further strengthened the value of cultural marketing extension of the product development path. Combined with the upcoming anime drama, the company has set a target of 1.4 million pieces of sales this year and a sales volume of over 150 million yuan. The carrier behind this is the more than 400 specialty shops set up in more than 30 provinces and cities nationwide. "More than 10 years of marketing system, so that enterprises in good faith today, has entered a period of rapid development." Enterprise officials said the distribution stores across the country will share the animation drama, the advantages of image advertising, and develop a unified brand promotion Plans to continuously improve the store's market influence and impact. At the same time, combining the image of anime to hold sports games, art festivals and essay contests, the corporate brand culture, creativity and stories are infiltrated into the minds of children and adolescents, making them loyal consumers. As the industry said, children's clothing is "both a consumer industry, but also a cultural industry, but also a creative industry." The rapid rise of its development momentum is particularly noticeable. Today Tong Wang Garment Co., Ltd. develops anime dramas and culturally marketing extended products The value of the development of the road, for the weaving in this transformation and upgrading of children's clothing opened up a new path, but also for the local children's clothing business bigger how to provide a reference.

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