Micro Film, The New Marketing Era Of Fujian Shoes And Clothing Enterprises Is Coming.

Information about microfilm is constantly coming from the market.

In October 2010, a "old boy" went all over the Internet, and the sponsor Chevrolet also followed the lead. Cadillac followed the launch of instant messaging.

Since January of this year, PEAK sports "dunk player three points twist Cup", Jinji sports "dream on the ridge", "the hope tree" and other micro films on line.

Take the lead in joining the movie through the marketing of microfilm.

Insiders say that micro film has opened a new business model of video advertising.

Microfilm boom

Not long ago, a dream called "dream on the ridge" lasted only 6 minutes and more than a minute, which made the rooster's costume a great fire on the Internet. Although the brand LOGO only appeared two times in the movie.

This inspirational film takes "China's Got Talent" 2011 championship champion Zhuo Jun as the prototype, tells a dream of a juvenile, in a difficult environment, regardless of the ridicule around, unremitting pursuit, struggle, and finally the story of success.

As a rural teenager from the outskirts of Nanning, Guangxi, with no guidance, all of them groped for themselves and eventually became the famous "street dance talent". Zhuo Jun's persistent pursuit of dreams hit the young people with dreams and pursuits, especially those like Zhuo Jun.

The micro movie with the power of "dream" is spreading like a virus in the Internet. The number of hits on the line has exceeded 100 million. If converted into the number of viewing people, it is equivalent to a movie box office with over 100 million yuan.

Chu Fu Fu, director of apparel operation of golden rooster, believes that "dream on the ridge" appropriately explains the brand theme of "the dream has the future".

The Golden Rooster brand also had a similar experience. It was also the persistence of the dream in the wind and rain and the continuous struggle to get the market recognition finally.

May 17th, North

In order to celebrate the company's 10th anniversary birthday, the charity theme movie "hope tree" was launched on the major video websites.

Thanks to the holiday effect of mother's day, children's day and father's day, this hope tree, which is based on "gratitude", has gained publicity from the big video websites.

Hope tree is shot according to the real situation of children in Dala Ba primary school in Lijiang, Yunnan.

Although Liu Yin, a local teacher, only graduated from high school, he remained the most beloved teacher of 76 students.

Liu Yin of compulsory education by singing, selling original album to earn some small income, to buy meat for students.

Ding Hui, chairman of the board of directors, said he hoped that through shooting and promoting the hope tree, more people would have a more direct understanding of the educational cause and supporting education in poor mountainous areas of China.

He believes that through the artistic expression of a story, the audience can understand and understand the brand connotation conveyed by it, which is better than simply making product advertisement. "Though it can not directly promote sales, it will turn into potential sales volume".

opportunist

Huangpin micro film company is the earliest microfilm production company in the province, and was introduced by the Quanzhou municipal government as a cultural and creative industry in 2011.

Huang Canming, the president of huangpin micro film, believes that micro films have the incomparable advantages of traditional media such as newspapers and television.

Of course, the "TV commercials ban" of SARFT has played a role in helping.

"Microfilm can not be limited by the length of time and the layout of the film. It also pcends the publicity products of the past and can convey the spirit of the enterprise.

Spirit is like a soul to an enterprise. "

Huang Canming said.

He believes that although the same film and television marketing, but compared to the placement of the "wide net" mode, micro film marketing can be through the theme, performance, etc. delineation of the special crowd to watch your film, and this customized business promotion is extremely beneficial.

According to his introduction, at present, the production of microfilm is still the process of making general movies, including pre planning, script, shooting, editing, etc. the difference is the length of time, the small scale of investment and the short production cycle.

Microfilm is worthy of the name.

The small scale of investment and the low cost of promotion are undoubtedly the important reasons for enterprises to take a fancy to this way of marketing.

"Whether it is compared to TV advertising or website advertising,

The cost is very cost-effective. "

Huang Canming said.

The cost of micro film marketing is mainly two, one is the cost of production, the other is promotion cost.

The cost of making a micro movie can be controlled at about one hundred thousand yuan, or several million yuan.

"The cost is mainly spent on actors and production teams. If you choose stars, the cost will be high."

Huang Canming said.

The importance of content is reflected in the dissemination.

If the content is good, even if do not give the video website promotion cost, will also be recommended to the eye-catching position. After all, the video website also needs the good content to enhance the popularity.

Even if companies pay for promotional expenses for microfilm, the cost of advertising alone is still much lower.

"If you simply advertise to the website, you will need 2 million yuan for the 10 million click, but in the form of micro film, you will not get so much," Huang Canming said. "And the forwarding and recommendation of netizens and fans are all free." 20 Fen.

More importantly, the use of mobile video, advertising directly to the hands of consumers.

Huang Canming believes that the new way of communication is pregnant with a new marketing era.

New hot soil

Just last year, Huangpu micro film, which was just founded, took 5 micro film advertisements.

The dream on the ridge, which is listed as a successful case in the industry, is Huang Canming's masterpiece. He thinks that this year there will be no 60 problems.

Although it is the first micro film company in Fujian Province, Huang Canming now has hundreds of competitors. In addition to professional micro film production companies, film production companies and advertising companies are also planning to seize a place.

Analysis of the industry, in addition to the advantages of the micro film itself, in the SARFT's "TV commercials ban", not only for enterprises to find new marketing channels, advertising companies are also taking the opportunity to pform.

But Huang Canming did not think that the emergence of so many bad competitors was false prosperity. He was only worried about speculators.

"Although we all work together, we can make the cake bigger in a short time, but if the poor quality of the micro film is flooded with the market, it will cause the resentment of consumers or netizens, which is likely to affect the overall development of the industry."

Huang Canming said, "we can use good content to show the culture and spirit of an enterprise, and telling stories is our core competitiveness."

In terms of industry, the single profit model is the biggest deficiency.

"I don't want to make the company always rely on people to make micro film ads, at least not just advertising."

Huang Canming is determined to become a "Huayi Brothers" in the field of micro film. After that, he can not only conduct copyright pactions, but also develop profitable derivatives.

Huang Canming has begun to explore the solution to the problem of the whole industrial chain of micro films. He hopes to one day cross the field of literary creation, advertising marketing, film production and other fields, and establish a complete link from the upstream screenwriter creation, shooting production to downstream marketing promotion, advertising cooperation and so on.

"In the distribution channels, we can only cooperate with video sites.

If you build your own video website, that's another area. "

Huang Canming said.