How Does Cartoon Image Brand Occupy The Market?

In the market of children's shoes, in order to better grasp the psychology of children, most children's shoes enterprises introduce famous cartoon characters abroad, and after obtaining the agency right, they use them in their children's shoes.

Such as the Spiderman, superstar God, flying girl, Altman, Wansheng, Babu, and so on. The spiders, Altman, Transformers, Pearl Mermaid and so on.

Although the cartoon image can attract more consumers, the introduction of cartoon brand has also brought some negative effects to the enterprise.

On the one hand, in the children's shoes industry, many enterprises use the cartoon image to hit the edge ball.

The most common feature in the market is that the same cartoon image is used by many enterprises, which undoubtedly greatly reduces the brand awareness.

On the other hand, when an enterprise obtains the power of cartoon image, 3-5 years later, it will often be faced with the fact that the agency has been withdrawn or the price of the agent has been raised. This has led to the fact that enterprises are trapped in the "child raising" situation.

Therefore, some enterprises began to build their own cartoon brand.

Hornet Sports Products Co., Ltd. can be said to be a pioneer in creating its own cartoon brand.

As early as 2000, bumblebee sporting goods Limited launched its own cartoon image, bumblebee.

"Developing your own cartoon image is a long-term plan for enterprise development.

Having their own cartoon image can not only avoid being recalled, but also play a very important role in the building of enterprise brand.

Bumblebee marketing director, Mr. Luoping said.

As we all know, it is not difficult to create a cartoon image. How to popularize the brand and get the approval of consumers is a worry for many enterprises.

After eight years of development and promotion, bumblebee has occupied a certain market in the market of children's shoes.

In terms of promotion, in addition to advertising techniques such as television and advertising, bumblebees mainly focus on soft and broad activities, through activities sponsorship, public relations and other ways to enhance interaction with consumers, so that consumers can learn more about bumblebees.

If bumblebees sponsor Hunan Golden Eagle cartoon "flying family" and other activities.

After continuous development, China's children's shoes industry has matured.

But in the marketing mode, most children's shoes enterprises still focus on traditional distribution and wholesale.

Business owners often only focus on the company, pay attention to the design and production of products, but neglect the communication with agents and consumers, resulting in disjointed design and market, and often fall into the situation of being led by agents.

However, as the market competition becomes more and more intense, enterprises realize that if they want to enhance their competitiveness, they must integrate the market and establish a standardized marketing channel.

Franchised stores are one of the trends of children's shoe marketing channels in the future.

However, due to the single product and low price of children's shoes, coupled with the imperfect brand building of some enterprises, blind opening of exclusive stores can not only promote the development of enterprises, but will become the burden of enterprises.

Hornet chief believes that only by integrating resources, strengthening brands and enhancing enterprise competitiveness can enterprises improve their marketing channels more effectively.

"Bumblebees will set up their own brand stores in the next few years.

But based on the current development of children's shoes, bumblebee will first integrate resources, strengthen enterprise competitiveness, consolidate and strengthen the market.

In the next development, on the one hand, bumblebees will strengthen internal norms and establish a sound marketing channel; on the other hand, they will adjust the market and improve products, such as increasing the production of children's clothing and children's products, laying a good foundation for opening stores in the future.

Luo director said.

Since last year, the shoe industry has been in a difficult development.

The rise of raw materials, the appreciation of the renminbi, coupled with domestic monetary tightening and the economic crisis in the United States, "persist" is the most important issue for enterprises to survive.

As the hornet chief executive said, first we must lay firm foundations and integrate resources and accumulate resources before we can gain control in the future market.