Redone Founder’s Journey: From Childhood Chalkboard Dream to Animation IP Provider | Realpreneur Tales

Chongqing - In an era of career uncertainties for children, Zhang Xiaoshi, founder of Redone, held a unique childhood dream. “I always aspired to create chalkboard newspapers throughout my life,” he said.

However, these artistic chalkboards were more than just a fanciful idea. They marked the beginning of his entrepreneurial journey. Reflecting on his formative years, Zhang said, “I was lucky to integrate my interests with my work and still earn a living.”

Redone, a leading animation IP service provider, located in E-Cool, Liangjiang New Area in Chongqing, is innovating in commercializing animated IPs. The company offers a comprehensive array of services, including design, authorization, production, and promotion.

A recent surge in the number of original Chinese cartoon characters has led Zhang to collaborate with creators. A notable creation is Alexander, a tiger character that combines traditional Chinese painting techniques, winning immense internet popularity. This character has sparked a demand for IP accessories, amassing a global fan base of over 50 million.

Start a graphic design firm in a small niche industry

Zhang’s journey from childhood dreams to business success was deliberate. Since high school, he envisioned turning his passions into an entrepreneurial venture. “In university, I aimed for independent entrepreneurship in the cultural sector, focusing on design and business,” Zhang recalled.

In 2013, Zhang founded Redone, initially as a graphic design firm. “In Chongqing’s advertising design industry, few companies last more than ten years,” said Zhang. 

Zhang candidly acknowledged the reality of advertising service providers’ short lifespan and replaceability. In the startup phase, he did not set grandiose goals like “creating a top-notch design studio” but was determined to earn money to support himself and his team.

Zhang explained, “Therefore, at the inception of our company, I chose to enter the industry with the greatest development momentum, commercial real estate.” He added, “We decided to start with a small niche in this industry, advertising design and agency for commercial real estate, and then gradually expand our business.”

“Our first year was about waiting for a significant opportunity, like the opening of Chongqing LongFor Time Paradise Walk C Hall,” Zhang said. “For a startup established just a year ago, the lack of commercial real estate cases naturally led to our exclusion from selection.”

Although they didn’t secure this project, this very attempt caught the attention of other commercial real estate developers. They began to reach out to Redone, intrigued by the emergence of such a creative and dynamic design company.

Expanding its services to cities like Beijing and Guangzhou, Redone gradually shifted its focus. “During on-site inspections, I noticed the popularity of cartoon-themed events pop-up stores in malls, inspiring me to bring this trend to Chongqing,” Zhang said.

IP collaboration with brands like L’Oréal, Valentino

Having graduated from the Southwest University of Political Science and Law, Zhang’s background in law adds a unique aspect to his business acumen. “My first business partner was my college teacher’s husband,” he shared with a smile.

Systematic learning of intellectual property law at university fostered a keen interest in and understanding of IP, which, combined with his personal interest, propelled Redone into the IP services domain.

Before, Redone had provided strategic and design services for commercial real estate for eight years, gaining a thorough understanding of the entire commercial real estate lifecycle. As a result, Redone possesses a profound understanding of the underlying logic of mall operations and the demands of end-consumers (C-end).

Collaboration with brands and advertising agencies has endowed Redone with a comprehensive business perspective, making it a key player in successfully obtaining licenses for various popular cartoon IPs. This involves big names like L’Oreal and Valentino, which specifically resonate with the cultural identity of Chinese youth. 

Redone updates its business strategy every three years to keep pace with market trends. As an avid skier himself, Zhang would stand with his partner at the summit of a snow-capped mountain, discussing the company’s future development plan.

Zhang recalled he would never forget the scene where snowflakes danced in the air, which seemed like their witness to his journey from the dream of chalkboards to the success of entrepreneurship.