Shoes And Clothing Enterprises Set Up Their Own Brands With The Popularity Of Cartoon Images.

The silent cartoon modeling language of children's shoes has captured the minds of countless children. The lovely, fresh and vivid cartoon characters undoubtedly give the product 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 make them. brand The influence extends to the product and becomes a lot of children. Children's shoes The biggest problem facing the brand.

Now, in Cartoon At this time of popularity, children's footwear enterprises have exposed 3 major problems in product packaging and choice of 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 three - century blue cat used to be a popular cartoon character. It was highly sought after by Chinese children. Many manufacturers 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 the choice of cartoon image packaging and endorsement, we should pay special attention to three points: first, the cartoon image is not well known, and must have a higher degree of relevance with the product itself and brand concept. 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 get instant results 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, which does not mean that having a good cartoon image can solve all 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 development scale of brand marketing of children's shoes and clothing needs to be improved in the domestic market. In the face of increasingly competitive market, is it right to choose "wear others' shoes to go their own way" brand authorization? Or "wear their own shoes to go their own way" to build their own brands? Enterprises should make careful decisions based on their own resources.