The creation of international baby animation brand

The creation of international baby animation brand

On the morning of April 15, 2018, the 27th Beijing International Baby Products Fair (MICF 2018) was held at the new China International Exhibition Center in Beijing. In the same period, the new era of maternal and child industry authorized innovation roundtable forum entitled “Taking the use of authorization to win the terminal – grasping the potential of mother and baby business opportunities”, Dr. Gu Yu, Vice Chairman of China IP Developers Alliance, Red Rabbit Animation He delivered a keynote speech on “Building an International Infant Animation Brand”. The following is a speech.

Hello everyone! I am very pleased to accept the invitation of Mr. Wu Weiwen, the founder of China, to participate in this forum. All of them are entrepreneurs and top experts in the pregnancy and baby industry. As an animation industry person, participating in this event is actually a bit cross-border, but there are Some experience is aimed at the creation of infant and young anime brands. I hope that I can share it with you and hope that I can help you.

First of all, we are talking about the concept and distribution of infant animation brands. Infant animation is based on the audience of 0-6 years old. The animation products for specific age groups have certain functionality. Infant animation includes both animation works and various entities generated around the audience. Commodities, services, and ecology; infant and young children's animation can have multiple distributions, but must be combined with offline resources; the key point is that infant animation cannot be equated with "poor" anime.

In terms of distribution, we can use age and functionality as the horizontal and vertical coordinates to locate each infant animation brand. For example, "Qiaohu" obviously belongs to the brand of 0-3 age group and emphasizes the function; while "Wangwang team makes great achievements" is a brand of 4-6 years old and more entertainment. The former is stable but the iteration rate is low; the latter has a high iteration rate, but there may be explosive growth.

Secondly, the physiological and psychological uniqueness of infant growth determines that the corresponding animation works must fully consider this element. We define 0-2 years old, 2-3 years old, 3-5 years old, and 5-6 years old as infancy, low, middle, and high. The typical manifestation is that infancy is the key period of auditory development. Therefore, most of the anime works are sung by children's songs that stimulate the hearing and drive the muscles of the limbs; the low period is the color development period of the eyeball, and the animation works should fully consider the color matching; The period is the shape and cognitive development of the eyeball. At this stage, the animation works should begin to pay attention to the shaping of the role modeling; in the high school period, the logical thinking begins to develop, and the animation works should gradually transition to the stage of paying attention to the strong story. At the same time, works in any period of time focus on solving a single point of problem, and must be based on other links without obvious defects, otherwise it will give the audience and parents the feeling of "inferior" works.

Third, the creation and promotion of infant animation brands should focus on the different stages of the three stages. The first stage is the stage of animation works. This is the first and the foundation of the animation brand. At this stage, the approximate proportion of input, output and peripheral pull of animation works is about 1:1:1. The second stage It is the stage of animation derivative, which is the curing stage of IP. At this stage, the approximate proportion of authorized product input, output, and peripheral pull is about “1:3:9”, and the value of IP is first displayed; the third stage is The industrial stage, which is the final stage of brand formation, at this time, the approximate proportion of input, output, and peripheral pull of the industry can reach “1:10:100”, and the power of the brand is maximized here.

Fourth, the next few years will be the high-speed growth stage of infant animation in China. In terms of policy, the central and local governments have formed multi-faceted support for the animation industry from the venue, finance and taxation; in the market, China needs the follow-up of education and culture level while the economy is developing at a rapid pace. It will soon become the main parent group, forming a market level and pushing the supply side to provide a larger amount of higher quality content. In other words, the infant animation market will become another slogan after the second yuan. At the same time, animation works are the highest form of international cultural communication. With the strategy of the Belt and Road, the softening of Chinese cultural soft power, the Internet + new media has broken the traditional closed channels, and Chinese culture will surely go international. Chinese animation will form an international animation brand with the cultural export dividend.

From the existing cases, the international cross-border development of Lego, Hasbro, Michelin and other brands has given us a good inspiration. Domestically, for example, three squirrels, I am Jiang Xiaobai, also began to use animation. From a single product brand to a full brand. The China IP Developers Alliance under the China Film Critics Society's Animation Game Professional Committee is such a non-profit organization that helps traditional enterprises achieve cultural transformation. Through the creation of comics, intellectual property registration, rights protection, and publicity based on the characteristics of enterprises and products. Promotion, capital docking, and integrated operations will help Chinese traditional enterprises, including pregnant and child-related businesses, to incubate high-quality animation products, transition from industry brands to cultural animation brands, and eventually form a full-class brand. The "Red Rabbit Animation" I created is a professional company specializing in animation IP development and brand authorization maintenance. The team includes more than 70 people including animation planning, pre-development, animation editing, brand operation, legal affairs, administration and finance. It can start from the "head" department of traditional enterprises, help enterprises to tailor animation products suitable for corporate brands, choose an animation path suitable for enterprise development around the industry, and provide one-stop service of "animation-IP-brand". If there are any problems with the teachers present here, we can continue to communicate in the following links.

The above is my keynote speech, thank you all.

The guests and experts who participated in the forum included Mr. Li Xiaohong, deputy general manager of Huaqiang Fant (Shenzhen) Animation Co., Ltd., Mr. Tiger, CEO of Beijing Taihe Shangzhi, special assistant to CEO of Leyou International Business Group Co., Ltd., and Ms. Gao Haiyan, vice president of Marketing Center. Ms. Zhang Wenting, General Manager of China Baby Network, the forum was hosted by Mr. Wu Weiwen, the founder of China and the general manager of Shanghai Jiayu Brand Management Co., Ltd.

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