V Licensing Group: China-Style Licensing (II)
SHANGHAI, June 12, 2012 /PRNewswire-Asia/ --
In view of V-licensing, what is a classic brand?
Only when an image appears very often in front of every customer, and is touchable like small thing such as handkerchief to big things such as car and villa, and when the image is indelible, the brand can be named as classic.
Chinese aesthetic makes original designed brand more popular.
Since ancient time, the idea of Chinese culture and aesthetic are different from that of Europe and America. The European and American like exaggeration and frankness while Chinese like humors of implication. But in recent years, along with the introduction of European and American cultures and the popularity of internet, more and more European and American styles of humor are accepted by Chinese young people, meanwhile the elegant and simple style of designation are more and more familiarized by customers. In spite of this, many brands of European and American classic cartoons, TV series, movies simply insist their European and American style of designation and requirements in the process of brand licensing, without considering difference between Chinese local culture, while the designation of the package does not satisfy Chinese customers' aesthetic, which results in the failure of sales record and the termination of the contract. This could result in the bad effect to both licensor and licensee. The styles of many foreign licensing cartoon images are bold and unstrained, showing the personality, but in China, exaggerating and brightly colored cartoon image becomes elegant, quiet and warm color, even shrink into a small logo, why? Because Chinese people are very low-key, and they do not like decorate themselves in an exaggerate way, even though some young people are offbeat and unsocial, but they are a very tiny group of people and are not helpful to the market.
Looking into the root, the nature of brand licensing is the extending of the value of original designation. The popularization of a brand on one hand depends on its self designation quality, on another hand, the story and connation of the brand plays a crucial role.
Even though a brand's contents are made into animation or movies and are successful, we are still need to remember the final aim of product application is to raise the value of the product- on one hand, raise the added value of the brand value; on another hand, the promotion of the designation itself will also bring abundant sale profit.
Misunderstanding of brand licensing 1: Animation = Brand
Most agents in China have no experience of brand operation, no knowledge of advertising field, they got the brand licensing authorization simply by people relationship, and then doing business of brand licensing in mainland China.
These traditional agents all think that images of animation is famous brand and can be licensed in China.
For example, the brand of animation SpongeBob SquarePants, Sean the Sheep, Miffy etc. which are very popular in foreign countries began its brand licensing in China right after the TV broadcasts the animation, without any deep digging out and modeling of brand spirit, without any broadcasting to the public of key connotation of what this brand wants to express.
However, a connotation of a brand is the most basic element in term of what a brand should be named as a brand. If an agent does not know anything about establishment, maintenance and professional operation and popularization of a brand, simply blindly sells the band to the licensee--in this way, it is not helpful for licensee to bring good aspects of brand licensing, but is damaging the brand itself.
Misunderstanding of brand licensing 2: In China, if the cartoons are broadcasted in TV, it will become well known.
In 20 or 30 years ago, TV is not popular in China, there is only one CCTV in China, without any cartoon broadcasted. All the people in the country watch TV in the same time, and when a cartoon broadcasts, the brand is recognized and known by all the people in the country.
But in China today, it is far not enough to rely on the broadcasting of animation. In addition to magnates like CCTV, SMG etc., China has more than 30 provincial TV station, every province even has 10 city-level TV station, every city has several Town TV station. Besides this, there are all kinds of entertainment, fashion, news channels. District protection causes the customer in every district can only watch local programs. Thus, promotion of the brand by TV is basically in vain. The Chinese market crosses a large area; this enables the brand operation to have a professional strategy. The only way to let the brand stand steadily is to find Chinese professional brand Operation Company and take advantage of appropriate advertising method.
V Licensing said: The core value of brand licensing is the self charm of copyright works. We think a great brand must be a heart touching, a beautiful image which can guide people to find source of happiness in their inner part.
The two Korean original Character ddung and Toread which V Licensing Group Ltd. agented are all brands without animation. Even in Korea, the two brands are unpopular original images. But V-licensing repositioning the images of the 2 brands according to characteristics of Chinese market, and choose different media and forms aiming at their respective target customer groups to promote different types of theme activities. And in the application of product licensing, according to different consumer groups, V-licensing provides main visual design guidelines of different styles. These 2 original-designed cartoon images have owned licensees of more than 40 first class manufacturing enterprises in China now. Its authorized products are sold in all supermarkets, shopping mall in China, even in remote area like Xinjiang, their licensing products are seen everywhere.
V-licensing's capability of promoting an unknown Korean original-designed brand to a well-known popular brand completely shows the company's brand operation strength and accurate brand positioning strategy.
V Licensing Group Company is devoted to finding excellent image story and original designed product, to bring the beautiful products to China and cultivate its agent image to a popular brand by professional brand strategy and positioning, choosing appropriate media to propagandize the brand. Meanwhile the company finds excellent Top 20 manufacturing enterprises of all industries in China and make them become long term licensees to let the brand's sales record never decline, appear permanently in the market and make the brand classic.
Phone Number: +86-21-6232-0323
Cell Number: +86-186-2136-9081
SOURCE V Licensing Group LimitedBack to top