Dingzanghui: Is the cartoon era the end?

"The cartoon is dead!" "This is Jinjiang Jin Wei Sporting Goods Co., Ltd. General manager Dingzanghui to the current children's products industry a simple and clear-cut summary."　　The whenever, who has been in the children's footwear industry since 1996, has experienced the "as long as the cartoon can sell" era, but also become the peer in the end of the cartoon image of the first person.　　"Cartoon dead"? Dingzanghui means that the cartoon image among children, has not caused too much resonance.　　Therefore, if the cartoon image for children's products industry paving, it is likely to encounter failure, or can not form their own brand personality, can not get the children's special attention. No one can deny that children and teenagers in China have gone through the cartoon era. According to Dingzanghui, before 2000, the State made certain restrictions on the import of cartoon films.　　2000 years later, the import of animated cartoons, equivalent to the global development of decades of excellent cartoons poured into China, attracted the children at that time and even adults, watching cartoons become a temporary trend, some cartoon image, such as Astro Boy, Altman, Blue Cat, Mickey Mouse and so deeply rooted. Because of this, cartoon wind also scraped to the children's goods industry, almost all children's wear, children's shoes, cartoon for the image, brand. That's what I've done. But in recent years, especially in the last two decades, the market has told us that the cartoon wind is going downhill and it's slipping very badly. "The reason is not difficult to understand. Dingzanghui said that from the industrial development, the use of cartoon image is a big problem is a lot of edge. Have a certain brand of cartoon image, often need international well-known cartoon company's authorization, "if there is no authorization, is tort, or counterfeit, so we will see the market countless Altman, dozens of Blue cat, in the people overwhelmed at the same time, will feel too impostors." "Even if it costs a certain amount of authority, the operator will feel that" the better it is, the greater the risk, "because" it is not known when the authorization is to be withdrawn, or the price will be increased. " "The initiative is always in the hands of others, which is tantamount to doing wedding clothes for others, to work for others, their own heart is always not practical." "Some people say that they can create their own cartoon image, but it doesn't seem to be that lucrative." "First of all, to have a strong originality, in addition, a mature well-known cartoons, need to be nurtured for many, need to invest a lot, the middle also faces a lot of intellectual property problems, it is difficult to protect, it is easy to be impersonating, and children's industry, this is also pregnant with risk."　　"Dingzanghui analysis said. In addition, from the child's personality analysis, has been popular for several years of cartoon image and cartoon endorsement, it should be dead. "Children are always moving, novelty, and interest can easily shift." Now the children are more precocious, the idea also with the previous big, for example, now children, compared to cartoons, may prefer online games. "Casiron" Road and Jinjiang Chen Dai many shoe-making people like, Dingzanghui very early entered the industry. Starting from 1993 to make adult shoes, 1996 years into the children's shoes, Dingzanghui's entrepreneurial experience of the first wave of low tide. "It should be said that there was no good chance to seize it!" The entire adult shoe industry system has basically formed, from the scale, we are not competitive. So I found a best fit for our niche market ——— child shoes. Although the profit is relatively thin, but the industry development is relatively blank, the competition is also much smaller. Like many people who have this idea, we stand on the same starting line again.　　So, 1997, "Casiron" Children's shoes brand was born, positioning in sports children's shoes. Dingzanghui not too much to render is his past cartoon and child actor endorsement of the era, "do we are actually doing, but these are not our brand personality." "In the 2004 ~2006 years, is also the most popular cartoon wind era, Dingzanghui led the Jin Wei Sports got the Japanese astro, Tornado Taro's authorization, also adopted a well-known child actor Tinker Bell." TV series "Family has children" in the Yang, "Happy Planet" of the host, such as spokesperson, on CCTV advertising.　　Since last year, Dingzanghui began to abandon the cartoon image of practice, concentrate on running their own Casiron brand. "It should be said that the brand positioning is in line with our Chinese mentality, the dragon itself has a strong Chinese elements."　　According to Dingzanghui said, Casiron shoes in the coastal area of sales more than the north of the Yangtze River, positioning in the fashion and vitality of children's sports shoes, the annual sales have more than 3 million pairs. For the sporting goods industry in Jinjiang, "star + advertising + sponsorship" is undoubtedly the most commonly used brand promotion, for children's shoes, it seems that most people walk is also this path. "Our Jinjiang industry, big and small with stars, this can increase the visibility of some brands, but our industry are saying that star endorsement and advertising bombing, may be far more than the benefits of the star for our brand." And the recent Yan Zhao Door and donation door, it shows that people pay attention to the star at the same time, there will be some star side effects, but not the brand image.　　According to Dingzanghui, Casiron is planning a big change in marketing strategy, I hope Casiron can get out of "star + advertising + sponsorship" This has no new way. Children's Club No one can deny this temptation from the Chinese children's market.　　In Dingzanghui's words, China has more than 300 million children and teenagers, so long as you occupy a certain space in it, even if it is 1 per thousand, it is enough to frighten the dead.　　From the wholesale start, to the initiative into the business super, this year, Casiron will begin to pilot their own monopoly system, mainly in the south of the Yangtze River, this year plans to open 100 Casiron children's stores, involving child shoes, children's wear, child accessories. Casiron Children's Club is also in the process of planning. "Because of the very different nature of children and adults, we need to understand the characteristics and needs of children's growth at every stage and need to respond quickly to the market," he said. Dingzanghui said, for example, clothing, children's skin is more delicate for adults,Easy allergy, children's shoes, children also need deodorant anti-bacterial anti-allergy, which the use of technology and adults shoes will also have great differences. "The market is increasingly competitive, even a small pair of children's shoes, may also have a high technical content." "At present, domestic children's products, such as clothing and shoes, have not a certain standard, it should be said, it is difficult to standardize." Our children's shoes, the middle also includes 37~42 code of the big children's shoes, it may itself in the production process, the adoption of the standard of adult shoes. Children grow up through a number of ages, and we cannot be all involved, only to seize our most competitive age, and to take this phase of children's characteristics and needs. In fact, from the children's products industry, the difference between the brand is far from the adult brand differences so obvious, everyone from the foundry and wholesale start, now everyone began to do brand, but this is a new starting line, not only need us to make quality, but also need us to make individuality and new ideas.　　Dingzanghui said. Dingzanghui Quotations "cartoon image in the middle of children, has not caused too much resonance." If you use cartoon image for children's products industry paving, it is likely to encounter failure, or can not form their own brand personality, can not get the children's special attention. -Dialogue growth and return "Golden Triangle • Boss": Not only is the domestic industry competition, in fact, other industries in the country, such as sporting goods industry, such as Anta, Horse, 361° will also enter the children's shoes market, international, such as Nike, Adidas and other international brands, also have their own children's monopoly system,　　Such internal and external attack, how will Casiron face? Dingzanghui: Various industries, brands have set foot in, indicating that the children's market space is indeed very large. Some domestic and international brands, in terms of financial strength and brand image may be stronger, but because children's products are significantly different from the adult market, to do professional is not easy. And the child's body growth rate is very fast, resulting in the general parents can not be in each pair of shoes, each piece of clothing put too much, resulting in some high value-added international and domestic brands can correspond to a relatively small market.　　This is why I have always stressed that the profit of the children's market is actually very thin, because the profit is high, the market you do not.　　"Golden Triangle • Boss": Speaking of competitiveness, you also think that the current children's products market, for example, we say that child shoes, but also very non-standard, whether it means that the industry needs a certain industry standards to standardize it? Dingzanghui: From the development of the industry, such industry standards are really needed, but there is no relevant standards, I think it is mainly because such standards are difficult to formulate. Children of every age have different performance needs for shoes, does that mean that the industry should make a standard for children's shoes of every age? Even if there is a certain standard, it may not adapt to the development of the industry. Therefore, we can only in general functions, such as wear-resistant, folding, anti-bacterial deodorant and so on, as far as possible to close to the needs of children,In terms of style to cater to children in different time periods of preferences, in quality to provide a guarantee.　　"Golden Triangle • Boss": This Sichuan Wenchuan earthquake, you donated the value of nearly million children's shoes and accessories, this is related to your corporate culture? Dingzanghui: What we Casiron advocate is growth and reward. Society gives us a lot of opportunities to grow, we will use our strength to return to society. In fact, what we do this time is just a start.　　Casiron is still only in the development stage, the strength is relatively small, once we develop mature, we will do more. Incompetent fathers concentrate on the Dingzanghui of children's industry, but do not have much energy to focus on their son's growth. The most image is to call. Even if it has become an annual output of more than 3 million pairs of shoes business boss, but also at all times by telephone harassment. "Sometimes want to sit down and talk to their family, the phone one after another, want to turn off the phone, but also afraid of the impact of business progress, the mind will be disturbed." According to Dingzanghui, he and his shoes have almost a lifetime of dealings. In grade five, Dingzanghui and his 7 brothers were called "outside families", to the production line to sew shoes line, 16-year-old set up factories, the first year to make more than 10,000 dollars, a bit arrogant want to dry, blindly expand the production line, produced shoes but no one to buy, factory closures, Dingzanghui can only go to the shoe factory to work,　　The second comeback, and other people to set up factories, but because the joint venture out of the middle, two of startups again failed, until 1996 to determine the children's shoes route, Dingzanghui is a real road. "The industry is very tired, the destruction of their own not to say, and there is not much time to communicate with the next generation, I am not a good father, I do not want my son to continue to follow my path." ”