ireneguo-blog

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Introduction:

According to the rapid development of the times, in a relatively short period, the Internet quickly penetrate into all walks of life, at the same time, the changes in the network to bring great changes to people’s lives. Because the advantage of the internet such as convenient, resource-rich and low cost has brought unprecedented assist to people's learning, life and work. Especially, for the development of businesses, the strategies of communication using social media are more flexible and convenient than traditional media that help them to contact more customers and diverse groups of partner (The University of Edinburgh 2016). This essay will critique a social media fail of Vasoon Animation Co., Ltd. and there are also some recommendations will be provided.

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Beijing Vasoon Animation Co., Ltd. is one of most historical private animation company in China, which was founded in 1992. The company has more than 150 professionals, production and distribution of a variety of animation and entertainment products. In addition, base on the richness of Chinese cultural, Vasoon Animation company creates many unique works, which are both outwardly dazzling and imaginatively exciting because of the inventive thoughts of its innovative talents (Cinando. 2017). 

However, from the research of Sina Weibo that is the famous platform in Asia as well as Facebook that is a famous platform in global can see that only a handful of people are concerned about Vasoon Animation. Although it 's hard to make technical production for comics, Vasson uses efficient and convenient technology to solve these problems (Adobe Systems Incorporated 2013). However, the promotion of their products are not very well that led to the awareness of this company is not high and the product can not be sold. For example, KUIBA is a well-produced and good reputation animation, but its box office is very low. For this animation, the biggest issue is publicity and promotion. From 2008 to 2011, the whole team pays all of their attention in the creation of "KUIBA 1", and continued to improve until the last moment on the release of the film and they do not realise to use the power of Distribution Company to promote their products. Particularly in recent years, many foreign animations in China by the high degree of concern and welcome, led to some of the domestic works, which may have spent many years to update the script and improve the technology, but so far the box office still far less than foreign competitors. Evenly, when the film released, product mangers go directly took to the streets to promote with passerby and ask them to enter the theatre to watch to the final box office 3.5 million. Furthermore, “ KUIBA 2” and “KUIBA 3” both do not have high box office due to the show times. However, for the cinema, Chinese animation in the domestic can not attract the attention of the crowd, in contrast, many foreign animations in China before the premiere carried out a great publicity to attract the audience's interest. Therefore, they will be based on the expected box office to arrange the show time, which can get the maximum profit. So “KUIBA” is an animation film without high anticipated box office will not be arranged to a good show time (Xinlei 2011). Consequently, Vasoon should build its own social media strategy to achieve customers and understand competitors to improve their competitiveness. Because a social media strategy determine how the company utilise social media to achieve its communication objectives as well as support platforms and tools that will be used to achieve this goal. Furthermore, failure to actively participate in social media may lose most of the customers because they do not understand real-time conversations that can not satisfy the demand of other related businesses and customers, as well as can not effectively manage the brand online to increase visibility and can not ensure that the target customer can get the message which will hands the advantage to competitors (Gurd 2017). Moreover, Base the evolution of web 2.0, the Information sharing rate is getting higher and higher, and an enhanced disseminate of instruments such as blogs, social networks and media platforms. Web 2.0 provide a set of dynamic facilities that allow people to open interlocution, participation, co-creation, crowdsourcing, and help improve communication from businesses to others (The University of Edinburgh 2016).

From the statistic of social media users from 2010 to 2016 with conjecture 2020, illustrate there are 2.34 billion social media users in the world in 2016 and it still showing a rising trend (The Statistics Portal 2017).  Therefore, use social media to promote Vasoon Animation Company will increase the awareness of the company and product sales.

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Recommendation:

To solve the problem of Vasoon Animation Co., Ltd. should enhance the company's product promotion so that more people aware of these products and improve their purchase rate. For example, because Vasoon Animation is a Chinese company first it needs to raise the audience awareness in China. Sina Weibo is one of the biggest social media platforms in China because Facebook and Twitter are blocked in Mainland China so Weibo instead of the existence of both of them that allow people to upload videos, pictures and gifs to share and communicate with each other. Celebrity endorsement will through the consumer's love of the star, at any time to transfer this hobby to the product, which is kind of a psychological warfare against consumers (Sokolovska 2016). Therefore, through these methods can improve the company's brand competitiveness and product visibility in the Chinese market. At the same time in order to broaden the overseas market could use Instagram to promote their business and products, use Facebook to two-way communication and engaging customers, as well as use Twitter to publish major announcements or emergency messages about the company (Nield 2014).

 Conclusion:

 To sum up, this essay has critiqued the fail promotion strategy of Vasson Animation Co., Ltd. On social media, and recommendation of use Sina Weibo in China to improve the corporate reputation and competitiveness in domestic, as well as promote on Instagram, Facebook and Twitter to widen foreign markets.

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Reference List:

Adobe Systems Incorporated. 2013. “Vasoon Animation Offers a Visual Feast.” Accessed June 1, 2017. http://wwwimages.adobe.com/content/dam/Adobe/hk_en/casestudies/customershowcase/pdfs/20130604_Adobe_Vasoon%20Animation_en.pdf

Cinando. 2017. “VASOON ANIMATION CO.,LTD.” Accessed June 1, 2017. https://cinando.com/en/Company/vasoon_animation_coltd_20611/Detail

Gurd. 2017. “6 reasons why you need a social media.” Accessed June 1, 2017. strategyhttp://www.smartinsights.com/social-media-marketing/social-media-strategy/social-media-strategy-planning-essentials-6-reasons-need-social-media-strategy/

Nield. 2014. “How to get all of your social media updates in one place.” Accessed June 1, 2017. https://www.gizmodo.com.au/2014/10/how-to-get-all-of-your-social-media-updates-in-one-place/

Sokolovka. 2016. “Impact of Celebrity Endorsement on Consumer Buying Behavior.” Accessed June 1, 2017. http://www.guided-selling.org/impact-of-celebrity-endorsement-on-consumer-buying-behavior/

The Statistics Portal. 2017. “Number of social media users worldwide from 2010 to 2020 (in billions).” Accessed June 1, 2017. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

The University of Edinburgh. 2016. “Why social media is important for businesses.” Accessed June 1, 2017. http://www.summerschool.ed.ac.uk/content/social-media-businesses

What’s on Weibo. 2015. “An Introduction to Sina Weibo: Background and Status Quo.” Accessed June 1, 2017. http://www.whatsonweibo.com/sinaweibo/

Xinlei. 2011. “Chinese cartoon "Kuiba" fails to attract audience.” Accessed June 1, 2017. http://en.chinaculture.org/focus/focus/2011dmyx/2011-08/03/content_421582.htm