Prince Dragon Product Competition New Means Clothing + Animation: Traditional Industry Upgrade

Last night, the Xiaoshan International Hotel in Hangzhou, Prince Edward Dragon Clothing 2007 channel summit scene, onstage, an animated short film featuring the "Dragon Prince" is playing hot, the audience, franchisees from across the country are innocent, laughing A sound, then issued a sigh of praise.

It is worth mentioning that the maker of this animation is Zhejiang Taizilong Holding Group. Zhejiang, once known for its traditional manufacturing industry, coincides with a good time for Hangzhou to create an animation capital. These aggregations are a signal that the traditional industry faces a bottleneck at a certain stage of development and urgently needs fresh forces to promote the transition; costumes + animation, Prince Edward's Practice has become a fresh upgrade sample of the traditional industry.

The Puzzle of the "Three Simultaneous" Era

——Differentiated competition changes

This time is also the day of Prince Edward's men's spring and summer 2007 dress ordering event. More than 2,000 dealers from around the country arrived at the event. In front of more than 1,200 kinds of casual clothes, they placed orders and the scene was very hot.

Founded in 1995, after more than a decade of development, the marketing network of Taizilong apparel has been continuously expanding. There are more than 2,000 franchised stores in the country and ranked among the top ten in the national apparel industry competitiveness. Last year’s sales have been It reached 1.3 billion yuan. However, all kinds of honors and achievements did not allow the Prince Dragon Group to have the slightest relaxation. “The market is changing and customers are changing. Especially in terms of brand cultural connotation, there is still a long distance between Taizilong Garments and world-famous brands.” Wang Peihuo, chairman of the group, caught this concern.

Similar to many traditional manufacturing industries in Zhejiang Province, Prince Tilong Group is facing the “ceiling” problem of the industry that is about to touch the industry in the initial phase of capital accumulation and development. With the increase in raw materials, rising labor costs and Other factors, the profit margin It is constantly being compressed; what is more serious is that, regardless of product, market or marketing, homogeneity is getting worse.

“In order to break through the growing troubles, companies must innovate and take a differentiated path,” said Xu Yongji, chairman of the Prince Dragon Cultural Communications Co., Ltd., when product competition is difficult to distinguish from technical processes, factor costs, etc., only through Cultural competition will come to an end. In their view, it is an excellent meeting point to get involved in the animation industry and take the cultural route.

Altman's revelation

- Looking for the "Blue Ocean" of the animation industry

“This is a blue ocean in the Red Sea.” An expert strongly agrees with this cultural strategy of Prince Edward.

This decision is in line with the country’s related industrial policies. In the "36" non-public economy, private enterprises are strongly encouraged to enter the cultural industry, and the animation industry is within their support. "Entering the field of animation is not only in line with the state's relevant industrial policies, but also meets the needs of cultural security." Xu Yongji said that Hangzhou, in particular, is intended to build an "capital of animation," and pursuing advanced positions means seizing opportunities.

In contrast, the animation industry is currently facing difficulties. The cost per minute is between 10,000 yuan and 20,000 yuan, but it is likely to be sold to TV stations at only 1,000 to 2,000 yuan per minute. This is a common phenomenon in the animation industry in the domestic market. Many domestic animation companies are struggling.

"The lack of marketing channels and the lack of a suitable profit model is a fatal injury to the animation industry." Xu Yongji said that to get out of the current development cycle, a complete industrial chain must be formed.

Xu Yongji told a story: his daughter was “obsessed” with Altman. He clearly remembered that before her daughter was in elementary school, she liked Ultraman. Through her, mom and dad, grandparents, grandparents, and many people around her. I met Altman. "Propaganda is quite large." Xu Yongji said that in addition to cartoons, books, toys, discs, and clothing related to Altman also entered the eyes of children and parents at that time, and the impact continued until now.

“The biggest profit point of the animation industry is not the sale of film and television copyright, but the development and production of derivative products.” One expert said with deep feeling after examining Japanese animation. Indeed, the starting point of the animation industry is an avatar image, and the end point is its derivative products, like the American Mickey Mouse. The mouse brings theme parks, clothing, image patents, and an ever-expanding industrial chain, closely related to its marketing channels. Inseparable, and our traditional industries such as clothing, its mature, well-developed marketing network is exactly what the current animation industry lacks. Once the two are combined, the explosive energy will be enormous.

Small hands with big hands

- The transformation of fashion in the traditional industry

With an investment of 30 million yuan, it is expected that the original national animation of the "Ancient Chinese Scientist" that will be broadcast in the second half of next year will be the starting point for Prince Edward to enter the animation industry. There are 3 sets of 156 episodes. In addition to the 100 scientists, the animation still runs the protagonist “Dragon Prince” – it is the new national cartoon star that the Prince Dragon Group wants to cultivate and build.

Then, where is the coincidence of Prince Edward Long and the animation image "Dragon Prince"? Is there a deviation from the main business? “It is not a deviation from the main business. Instead, it is the mutual encouragement of the two industries and the effective promotion of the apparel industry.” For this doubt, the head of the Prince Dragon Group gave this explanation.

“When parents come to the store with their children, we present the comics of the dragon prince, and will also broadcast comedies in the future. Through culture, this kind of cutting-edge marketing will impress the consumers. The impact is subtle.” Liu Qi, general manager of the Taizi Long Clothing Company Yunnan Branch According to the interaction between the two months, parents and children responded very well. Similar franchise stores have more than 2,000 in the country.

It is a kind of "small hand in hand" consumer culture model. At present, one of the main consumer groups of "Prince's Dragon" costumes is the parents of the "Dragon Prince" readers group, and cartoon culture can infiltrate into their buying habits through children. In addition, youngsters who have grown up with the story of “Dragon Prince” may be the consumer group of “Prince Edward” after 5 to 10 years. "Traditional industries must be branded for 100 years and must continue to evolve and evolve."

According to the development model of the Prince Dragon Group, in the earlier period, it was “brand support animation”. Later, this model was “anime service brand”, which promoted the development of the garment industry. According to reports, in the next three to five years, the group will invest 200 million yuan to build the cartoon "Dragon Prince." By then, all comics and comedy short films centered on the "Dragon Prince" will come on stage. Fashionable "Prince's Dragon" costumes, food, toys, and the Dragon Prince Cultural Theme Park have all been incorporated into this giant chain. "We want to be Disney in China." The head of the Prince Dragon Group is so looking forward to it.