Haier group and the old cartoon more than a year ago > What is the relationship? The former finances the latter.

On the eve of "June 1st" International Children's Day, the 212-episode "Haier Brothers", the longest cartoon in China, which took eight years and was produced by Haier Group and Oriental Hongye Animation Group, with an investment of 5 to 6 million yuan, held a grand closing ceremony. At the same time, the film also signed an agreement to broadcast on American TV, Mickey Mouse's hometown, which changed the situation that China's animation market could only be passively introduced.

There are many twists and turns

There are successful precedents for enterprises to improve their image by investing in making cartoons. In the 196s, Astro Boy, which was invested and filmed by Casio Company, was once popular in Japan, and was later broadcast on NBC television in the United States. In 1983, Astro Boy was released in China, causing a sensation, and the electronic products of Casio Company, which advertised patches, also quickly entered the China market.

There are many similarities between Haier Brothers invested by Haier Group and Astro Boy by Casio Company, but the difference is that Haier Brothers and Haier Group are more closely combined, and their business traces are more obvious.

Haier Brothers is the brand image of Haier Group. Zhang Ruimin, president of Haier Group, attaches great importance to extending Haier's corporate culture, and has always wanted to invest in the cartoon art market in Xian Yi, old and young, through his corporate image. Since the early 198s, he has twice tried to entrust animation manufacturers in Shanghai and Taiwan Province to make cartoons, but the storyline and shooting effect of the cartoons made by these two manufacturers are not ideal, and Zhang Ruimin, president of Haier Group, once gave up his plan to shoot cartoons.

Haier Group and Oriental Hongye are holding hands by chance. Fortunately, both sides seized this opportunity, otherwise Haier Group's plan to extend its corporate culture by using cartoons may be abandoned after two failures.

Dongfanghong Ye began to cooperate with Haier in the early 199s to make advertising films for Haier. Later, Oriental Hongye used several computer coloring machines purchased from abroad to make widely publicized cartoons for Haier's brand image, Haier Brothers, and broadcast them on CCTV. Zhang Ruimin was very satisfied with the cartoon effect made by Oriental Hongye, and the idea of Haier Group investing in the cartoon market sprouted again. Meng Jinzhi, chairman of Beijing Oriental Hongye Group Co., told reporters that during the eight years of filming Haier Brothers, there were also many setbacks, and the cooperation between the two sides had also been difficult, but they persisted, and more than 2 episodes of animation masterpieces were published.

positioning and income division

Ms. Meng Jinzhi is one of the key figures in the production of Haier Brothers. She told reporters that the success of Haier Brothers largely benefited from its content and theme. At the beginning of the cooperation between the two parties, Zhang Ruimin, the boss of Haier Group, didn't impose too many restrictions on Dongfanghong Ye, only emphasized that Haier Brothers, as the corporate image of Haier Group, must appear in a positive image.

Meng Jinzhi said that both sides racked their brains to plan Haier Brothers. Haier Group requested to make a feature film to establish a positive image for the Haier brothers. The characters of Haier brothers are very rigid and can only do some stable things, so some farce is not suitable. At the time of modeling positioning, it is also deliberately positioned in the international market.

Oriental Hongye has put forward several schemes to discuss with Haier, and the final positioning is knowledge as the core. "Haier Brothers" is positioned as entertaining and has some mysterious hints about nature, which is an important reason why it is popular among children.

The cooperation agreement signed by Haier Group and Oriental Hongye is that the filming will be jointly funded by both parties. Haier Group pays an average of 15, yuan for each episode, and the total investment for more than 2 episodes exceeds 3 million yuan. The rest of the production costs will be borne by Oriental Hongye, which will cost about 2 to 3 million yuan.

at the beginning of the cooperation, it was agreed that East Hongye should get 7% of the profits from cartoons and Haier Group should get 3%. After the second film, Haier Group completely gave up its own income right and decided that the economic benefits of cartoons would all go to Oriental Red Leaves. Haier Group's request for Oriental Red Leaves is to ensure that "Haier Brothers" can be broadcast on TV.

Market Effect Kill Three Birds with One Stone

Recently, an American company signed a plan with Haier Group to broadcast on American television. Haier Brothers was welcomed by American children for its rich and healthy content. It is the common desire of both Haier and Oriental Hongye to promote "Haier Brothers" to the international market. Haier wants to enhance its international popularity by this, and Oriental Hongye also hopes to obtain economic returns in the international market that cannot be realized in the domestic market.

Haier Brothers was born at a time when the animation industry in China was in a depression, and domestic calls for supporting the animation market and saving children kept coming and going. At that time, Yang Weiguang, director of CCTV, gave some support to Haier Brothers. After the first few episodes of "Haier Brothers" were broadcast, the social response was very strong, Haier Brothers were warmly welcomed by children, and Haier's reputation was also improved.

when dongfanghongye was commissioned by Haier group to start filming Haier Brothers again, dongfanghongye was just a small company that had just started. Eight years later, Haier Group has become a big international company, and Dongfanghong Leaf is growing day by day, building the largest computer animation production base in China.

Meng Jinzhi said that Haier's investment in filming cartoons really showed the unique ingenuity of Haier's decision-making level. An enterprise as big as Haier spends hundreds of millions of dollars on advertising every year, but there won't be much that really settles down in people's minds when these hundreds of millions of dollars are thrown out. Cartoons have a far-reaching impact on children, and the childhood impression is often the deepest. Investing tens of millions of yuan to shoot an animation may affect a generation. People who have seen Haier Brothers will recognize Haier in a subtle way.

Haier Brothers has brought great social and economic benefits to Haier Group, and also played a great role in promoting the animation market in China and China.

simply speaking, the operation mode of "Haier Brothers" is the linkage between art and enterprise, that is, Haier Group invested in filming and the private enterprise Oriental Hongye Company produced it. At present, this cooperation mode is the first successful case, and it is also a way for China animation industry to scale up and industrialize.