Personal contribution main achievements:
Created the masterpiece Pleasant Goat and Big Big Wolf;
Pleasant Goat and Big Big Wolf is out of a strong desire to establish its own brand, and soon Su Yongle officially joined the Force headquartered in Guangzhou.
Since 2005, the TV version and cartoon version of Pleasant Goat and Big Big Big Wolf have not only caused a craze in the mainland, but also entered the markets of Hongkong and Taiwan Province Province. By 2009, the movie version of Pleasant Goat and Big Big Wolf was released, setting a box office record of 90 million yuan. Pleasant Goat and Big Big Wolf, released on 20 10, earned 654.38+208 billion RMB at the box office and became the most popular domestic cartoon in history. However, the trilogy Pleasant Goat and Big Big Big Wolf, which was released on 20 1 1 Spring Festival, has broken through 1 billion at the box office in just 10 day since it was released on June 5438+0, creating a new record of "breaking 100 million in ten days" for domestic animated films.
20 10 Starting from September, the latest episode of 100 "Happy Year of the Sheep" will be broadcast in English and more than 17 local languages on Disney TV channels in 46 countries and regions around the world, covering 46 countries and regions in Oceania, the Middle East and Southeast Asia, including Australia, New Zealand, India, Singapore and Singapore. For the first time, China animation brand enjoys such a broad TV coverage area in the Asia-Pacific region, which is an important milestone in the development of animation industry in China.
After the New Year movie was released, Mr. Su Yongle devoted himself to the all-round development of animation and actively expanded the derivative industries around animation. In 2009, the children's stage play "Pleasant Goat and the Thief of Big Big Wolf's Memory" came out, and the national tour box office reached150,000; More than 250 games a year.
The national tour of the second musical stage play "Three Wishes" has been officially launched and has been enthusiastically sought after by children. This brand-new idea is that teacher Su Yongle uses "stage play" to jump out of the inherent "TV animation" mode, let the animation go from the screen to the children's side to interact and really feel the joy of animation!
On the basis of the success of Puppet Troupe, it innovatively developed the first animation culture landing form in China-Pleasant Goat Carnival. Combine cartoon doll stage play with entertainment projects to create china cartoon Paradise. This animated amusement park first achieved unprecedented success in the South China Sea, welcoming nearly one million people in three days. Subsequently, it was held in Nanjing, Wuhan, Qingdao, Jinan, Taiwan Province Province, Dongguan and other places, which became a major feature of promoting the animation industry in China and highlighting urban culture. In addition, Mr. Su Yongle continues to provide innovative brand and business management. There are more than 1000 models of Pleasant Goat and Big Big Wolf in China, and the monthly sales of books and comics exceed 20 million copies. Under his planning, there are more than 250 licensees of derivative products around Pleasant Goat, including well-known brand customers: China Agricultural Bank, KFC, Guangming, Vitasoy, BBK and so on. The total retail sales of products is estimated to be 2 billion yuan.
Original power cultural communication co., ltd
He Lu Disney's animation has long enjoyed a high reputation, and the domestic animation Pleasant Goat and Big Big Wolf has also become popular, and has rushed out of Asia to go international, successfully entered 52 countries and regions, and was broadcast on TV in more than 10 languages, which not only made the brand famous, but also brought unlimited business opportunities for subsequent products.
Animation creation drives business opportunities
Su Yongle, the founder of Original Power Culture Communication Co., Ltd. (hereinafter referred to as Original Power), returned to Hong Kong to run children's wear business in 2003. Because he opened a retail store in China, he realized the huge market potential of domestic animation brands and came up with the idea of entering domestic animation brands. After joining Guangzhou Original Power, a brand-new comic collection Pleasant Goat and Big Big Wolf was born.
After the release of Pleasant Goat and Big Big Big Wolf, it set off a wave of broadcasting on TV stations in various provinces and cities across the country. Since its launch in 2005, the TV version has been broadcast on nearly 50 TV stations in China for more than five years. In 2009, the movie version of Pleasant Goat and Big Big Wolf was released, which set a new milestone for the original domestic animated film.
Due to the popularity of TV movies, derivative products came into being. There are many kinds of products, including animated DVD, magazines, books, stationery, plush dolls, fine products, ornaments, furniture and so on. There are as many as 300 licensees, and the turnover of derivative products is estimated to exceed 100 million.
Continue to promote and maintain popularity.
Primitive Power keeps the popularity of Pleasant Goat and Big Big Wolf rising by holding various activities, and the forms of activities tend to be diversified, including large-scale carnivals, stage plays, television, movies, computer networks and various publications. Large-scale carnivals have been held in Foshan, Nanjing, Taiwan Province and other places, attracting hundreds of thousands of people to visit, while stage plays have also toured all over China, with more than 380 performances so far, with footprints as far away as Inner Mongolia and Xinjiang.
Pleasant Goat and Big Big Wolf continue to be popular because of the publicity all over the country. Department stores in all provinces and cities know about this brand, and the Force is committed to building a commercial platform for authorized stores and admission, so that authorized people can make great achievements in publicity by virtue of its fame, and the products are also popular in the market because of its momentum.
In order to cope with the future development, the Force constantly explores new publicity channels. For example, at present, I am focusing on preparing to open a theme shopping mall in China. Since there is no admission fee, the licensor can participate in the sales in the shopping mall, and the original creator is responsible for publicity and promotion, extending the brand life indefinitely. In addition, the original power signed a contract with Disney earlier and will be broadcast overseas through Disney's broadcast channels, which is bound to push the popularity of Pleasant Goat and Big Big Big Wolf to a new peak. As an authorized party, as long as you choose animation with development potential, you can not only ensure the sales of goods, but also enjoy the supporting publicity of the original company, killing two birds with one stone.
postscript
When Pleasant Goat and Big Big Big Wolf has successfully entered the animation market in China and won a seat, it has attracted the favor of Yima International, and bought an animation train for 865.438+0.4 million yuan, ready to turn it into a cartoon character like Disney and become an internationally renowned Pleasant Goat in China. Disney has been appointed as the global general agent of consumer goods earlier. Disney will introduce Pleasant Goat to 52 overseas countries, broadcast cartoons in more than a dozen languages and sell products, so that Pleasant Goat can quickly penetrate into different regions. In addition, as Pleasant Goat has established its brand value, brand authorization has also brought unlimited business opportunities.
Pleasant Goat has only been published for more than six years, but it has become famous at home and abroad. Its success lies in brand building, which proves that brand building is the cornerstone of success. Mr. Su Yongle, the father of Pleasant Goat, said that when he designed Pleasant Goat, he had decided that the whole series of Pleasant Goat and Big Big Big Wolf was aimed at children aged three to five. In order to meet the needs of this customer group, Pleasant Goat has simple lines and the story is the simplest content. Focus on the well-known story of the wolf catching the sheep, and bring out the message that evil does not oppress right, unity is strength and be prepared for danger in times of peace through simple stories.
Because the whole series was created according to the needs of the target market, Pleasant Goat soon became the most popular cartoon character of the new generation.
2. Brand value
Brand pricing is a very important part of business, which is an important factor for consumers to consider buying branded goods and the basis for judging the value of goods, while the brand and quality of products are the main factors affecting brand prices. However, in terms of price, those who take the high-end route are not necessarily genuine. Take Pleasant Goat and Big Big Wolf as examples. Because of the clear positioning, we are not blindly pursuing the best quality animation production. No matter the choice of characters is based on simplicity, Pleasant Goat's horns can be seen in simple design, and there is no complicated hook-and-heel modeling. In addition to being cheaper and time-saving in animation and commodity production, children are also easier to imitate. The products derived from it tend to be popular, the design is simple and practical, and the quality is guaranteed, so it is very popular with children and parents and is a very successful brand.
Su Yongle's animation industry chain has been in the toy industry for more than 30 years, and it has a unique sensitivity to how animation derivative products are "marketable". This background also prompted him to build his own animation industry chain. "In my ideal animation industry chain, a good story is still an important part. With a good role, it will be conducive to the development of subsequent products. " Su Yongle believes that animation teaching is actually seriously out of touch with animation industry, and it is necessary to combine talent training with the whole industrial chain. "As a private enterprise, we need a flexible mechanism. Foreign business schools have such advantages. " Su Yongle said, "We will work with the school to formulate the syllabus and develop the curriculum, and will focus on cultivating students' thinking and hands-on ability, trying to perfectly match the industry and teaching. "The original intention of creating Pleasant Goat is to educate the new generation in China. After the success of this task, he didn't slow down, and even took a pointer and shuttled to domestic colleges and universities to give a speech, in order to train more young animation talents.
"Education has three main aspects. The first is children's' early education', such as teaching them English, which is very in line with the essence of animation; The second is the so-called "animation education", which cooperates with four or five universities to develop brand-new teaching models and cultivate more comprehensive animation talents. I feel that teaching animation only starts with art and technology. I think it is enough to know how to draw a beautiful doll with a computer and how to jump and walk, but this is not the case in reality. Jonathan's lectures in domestic universities are mainly about sharing his personal successful experience with students, explaining animation creativity and brand marketing techniques, many of which are novel to mainland students.
"I once heard that in the art class of a freshman in a university, the teacher asked the students to draw trees. As a result, more than 30 students drew the same tree. They didn't add a cloud or a bird. This shows that their thinking space is limited. First of all, I hope to cultivate their thinking and independent thinking ability. Secondly, my background is a businessman who makes toys, so I know that the extension of the products behind is very important to our animation industry, so I will instill some knowledge about business design, authorization and product development, and my teaching will also cover new elements such as authorization and business design, so that their creation will have more different development space and scope. There are thousands of animation companies in China. Jonathan said that their biggest problem is that after the animation creation is completed, TV broadcasting will be unsustainable, and there is no plan to make peripheral products, so the life cycle of animation cannot be extended.