The construction of animation empire, "Zhang Xiao Box" of bitterness and joy

in fact, a small box can expect a lot of future: sketch, cartoons, dazzling all kinds of peripherals, and even product flagship stores.

Now a small box of the flagship store has surpassed 100 kinds of products and 500 sales outlets, while a small box is also continuing to carry out sales agent investment. Like all popular cartoon images, a small box through brand licensing, development products, marketing cooperation, activities , image endorsement These actions hope to build their own animation kingdom.

And as much as possible to dig out the image of a small box can bring commercial value, from small to daily use of tissues and cosmetics, big enough to build a theme park or even real estate investment.

Box into animation COO Lin Small always stressed "Zhang Small box" do not anime, and will be a small box to create the gray also think home is not what cartoonists, they call themselves "advertisers."

They think they run the " box" is a brand image.

Therefore, all things to the traditional animation look at Zhang Small box of investment people, are they shut out. "Advertise the way to operate a small box." "Lin Xiaoneng said.

Unlike rabbit, mung bean frog and other cute image, Zhang Small box does not make a simple logo, but has more content, can cause more "resonance", can reflect the social topic of a "social figure" cartoon image.

As an intangible asset for the mortgage, access to the Bank of China (601988, shares) of the loan 3 million yuan, Zhang box must be the first one. This is also the first time the Chinese animation enterprise loan attempt.

Operating in an advertising manner

"Lin Xiao Energy event" is a typical marketing case.

Before entering the box, Lin Xiao can publish an activity on the Internet, hoping someone can sponsor him a computer, and he will promote the brand to each other accordingly.

"At the beginning, a lot of people said it was wishful talking. Lin Xiaoneng laughed. Afterwards, this incident really gained people's attention, and someone actually gave him the computer, and the funding side is the box into animation.

After being sponsored notebooks, Lin Xiaoneng also joined the small box of the team.

If this is not enough to prove that a small box team pure "advertiser" identity, then a small box of the author Gray advertising case you are not unfamiliar.

Baidu in order to compete with Google in China's search market share, a "Baidu better understand Chinese--Tong Pak Fu" video ads, through the "I know you do not know I know" a passage to the "Baidu more understand Chinese" image of the popular, and set a 30 million of clicks.

The advertisement came from the hands of gray.

Anime Loan First

A small box is not as beautiful as it looks on the surface.

Lin Xiaoneng recalls when talking about financing, there are real estate investment companies to say to them, "I will give you the apartment", and even investment company came to visit said to cast a million to the box into the animation in Qingdao set up a small box theme of the carnival, this will inevitably not let people echocardiography.

However, investment is not that simple, "we want companies to be able to acquire our image copyright and invest in our team." "Lin Xiaoneng said.

In fact, they know more than the animation companies do not make money, but "anime is the future trend", gray or chose their familiar areas to continue to move forward.

From 2007 to now, Zhang Box has experienced two years of silence, Zhang Small box image also worth how much money?

At that time the box because of wrong decision-making direction and lead to capital shortage, several evaluation companies to Zhang small box of virtual assets valuation of 5 million, and as a virtual cartoon character image, Zhang Small box unexpectedly successfully as an intangible assets collateral, obtained the Bank of China's loans 3 million yuan. And this is the first time the Chinese animation enterprise loan attempt.

At present, Zhang Small box also began to play the social promotion platform, but also from the original complain of the bitter forced small white-collar workers, become optimistic positive. "Anything you do to make it to the extreme, the business model comes out." Animation is not without business model, but the lack of good content. ”

Anime World of Nike

"2006 years, we all think white-collar very petty bourgeoisie, rendering the good life of the workers, but in fact, white-collar very hard, catch the bus, be scolded by the boss, there is no media rendering so good, so we just ride into." Lin Xiaoneng said, "The main face is a senior and just graduated from work not more than three years of people, the bottom of some white-collar workers, will be a small box positioning here, because most people at least now or ever, have had such experience." ”

Gray want to make a small box of the animation industry in the Nike, and ah Q spirit of a small box by a lot of urban white-collar favor.

"In the Chinese market, two kinds of things will be popular, either very cute, or very cheap and unique." Must be different, have its characteristics, can represent the personality characteristics of this image. ”

Gray in the process of creating a small box is not the case, but by thinking of the industry in the blank, and from their own creation of a variety of animation image selected.

"The anime has not really appeared," Gray began to think about the characteristics of these people: stay in the box office, eat the food in the box, and sit on the box-like bus ... A small box came into being and was moved to the table.

The early days of a painstaking excavation, also bearing the gray of hope, for Zhang Small box of tomorrow, Gray never taboo, he hoped Zhang Small box can create 1 billion business value.