China's full-age animation has an opportunity to break through industrial boundaries and create new ways to play
In the era of "pan-entertainment", with the explosion of new formats, new products, new technologies, and new platforms in China's animation, the large IP licensing industry is riding on the momentum, the market demand for the cultural industry is surging rapidly, and emerging hot concepts are also constantly emerging. China's animation industry is ushering in a historic period of development with cross-border integration as the main development situation.
Original title: The road to upgrading and transformation of China's animationfull-age animation has an opportunity
to promote accelerated innovation in the industry
. In the era of "pan-entertainment", with the explosion of new formats, new products, new technologies, and new platforms in China's animation, the large IP licensing industry is taking advantage of the momentum, the market demand for the cultural industry is surging rapidly, and emerging hot concepts are also constantly emerging. China's animation industry is ushering in a historic period of development with cross-border integration as the main development situation.
On October 14, 2016, the 2016 animation industry "Cross-border Integration Interactive Entertainment" seminar and exchange event was grandly held in Tianjin Future Science and Technology City. The wisdom collision of many industry experts has given rise to the power of the development of the animation industry and explored the future development direction.
Ma Li, director of the Animation Division of the Cultural Industry Department of the Ministry of Culture, summarized that the animation industry presents three characteristics under the new situation: The first is content. The main consumer group of animation has changed from young children to teenagers. Ten years ago, everyone created and produced animation mainly Facing preschool children or primary school students, animation has now fully developed for all ages. Animation is no longer an exclusive industry for children. From the craze of big animation movies in recent years, we can see that with the development and popularization of the Internet, more and more people are watching and enjoying animation through the Internet. The entry of emerging foreign cultures has also brought about new changes in the animation industry landscape. For example, the online generation of animation is developing rapidly.
Second, innovation, innovation is all-round. In addition to technological innovation, innovation in business models, business formats, marketing methods, communication methods, etc. is more important. These innovations have penetrated and transformed all aspects of animation creation and communication, giving birth to and promoting animation technology innovation, product innovation, and business innovation. Digital technology and cultural creativity are the two most dynamic industrial fields. The most direct connection point is the animation industry. The digital creative industry is precisely the concentrated representative of the development of the animation industry. During the "Thirteenth Five-Year Plan" period, China has listed the digital creative industry among the five pillar industries of new generation information technology, high-end manufacturing, biology, and green and low-carbon in its strategic emerging industry development plan. The animation industry will face new development opportunities.
Third, integration. On the one hand, it is the integration between animation and games, literature, film and television, and various internal formats; on the other hand, it is the integration of animation and various categories of national economic and social development.
It is worth mentioning that since the cartoon "Painting Bad People in the Jianghu" was launched in the first quarter of 2014, the number of views on the entire network has exceeded 3.5 billion, and the number of views on iQiyi has exceeded 120 million. The online drama with the same name will be launched on September 21 this year and will be broadcast through iQiyi videos. The first six episodes have been viewed 340 million times, with iQiyi scoring 8.5 points and Douban scoring 8.4 points. Real-life dramas have reversed the popularity of cartoons, making them a phenomenal animation work this year. Wu Zhen, chief operating officer of its production company, Beijing Ruosen Digital Technology Co., Ltd., said in an interview: "Previous anime was targeted at TV media, with relatively young content. 'Painting Jianghu' is a series of brands targeting people aged 18 to 40.'Painting Jianghu' is a martial arts series. The martial arts series has a relatively broad cultural consensus and mass foundation throughout the Chinese area." It can be seen that full-age animation is a good opportunity for development.
Breaking through industrial boundaries
has given rise to new methods of playing.
Today, the concept of "continuous integration of secondary and tertiary elements" is often mentioned in the animation industry. Li Jun, VP of the enterprise operation business group of Miyu Culture and Technology Co., Ltd., introduced that the third element refers to the normal life circle in real society, and the second element refers to the product form composed of animation, games, and light novels defined in the traditional sense. It also involves the love of the second element. The complete world covered by users of products and their values. In addition to users who have a basic understanding of animation but will not invest too much energy and financial resources as traditionally defined, pan-secondary yuan should also cover the range of users radiated by films, games, peripheral and other products derived from secondary yuan IP.
The prospects for the animation dimension field are very broad, and the domestic market volume exceeds the market size of 160 billion yuan. Data analysis from 2014 to 2018 shows that the growth rate is very fast. One is the number of people in the industrial field, and the other is the rapid growth rate of domestic animation. It is understood that the user scale has expanded rapidly, reaching 70 million by the end of 2016, 200 million by the pan-second element, and 300 million by 2018. Secondary users have huge demand for content and surrounding areas. 50% of them consume an average annual consumption of 1000 to 5000 yuan, which is a very main consumer group.
The secondary and tertiary elements are not in an opposing relationship. They are constantly integrating in terms of content, users, marketing, etc. In terms of technological innovation, accelerating integration and improving experience will become the focus of future work, including AR, VR, and AI that are becoming one of the leading core technology directions in the mobile Internet industry. In the future, the industry should focus on the pan-secondary population, dig deep into the core secondary population, and achieve full-age and universal coverage of the "post-80s" to "post-00s" population.
At present, China's animation extends from animation, movies, and comics to the entire industry chain such as TV series, games, and peripheral derivatives. Important companies participate in all industry chains, forming a relatively good operation model for the entire industry chain. At the same time, animation has become the target of active cross-border cooperation in other industries.
Zhang Yongchang, vice president of Himalayan FM, said that sound is indispensable for animation, and smart characters need sound to support their character. This is the popular voice actor industry in China. Himalayas owns 70% of the industry's audiobooks and many anime dubbing enthusiasts. "These copyrights are automatically matched in the background to find suitable speakers. Publishers and copyright owners will make subsequent recordings, and the subsequent revenue and advertisements, including payments, will be shared together. They will use this platform to attract the best broadcasters. In addition, through dubbing, some new ways of playing in the cultural and creative industries and the publishing industry are also being developed. According to statistics at the beginning of this year, the audio reading industry in Europe and the United States was US$3 billion. In comparison, there is still a gap in China."
Liu Hui, general manager of the Forbidden City Cultural Media Co., Ltd., said that a series of thematic comprehensive development around a collection of the Forbidden City is the direction of cultural creation of the Forbidden City. In addition to the development of physical objects, the Forbidden City will move more towards multimedia operations. Strategically cooperated with Tencent to do QQ emoticons and game competitions, and tried to create the Forbidden City version with Tencent Tiantian Aieliminate. The download volume was very large in a short time. In the future, the Forbidden City hopes to combine it with well-known games to make a special edition, and may also combine it with animation. "Recently, we have created an image of 'Forbidden City Cat', and we have made a series of surrounding derivative products around the' Forbidden City Cat', which are very popular among tourists. In addition, we have also done VR. In the future, the Forbidden City cats will also do anime and games. There are a series of ideas."
Ma Li believes that the expression techniques and creative language of animation have been widely used in games, film and television, advertising creativity and even all aspects of the economy and society. The integration of animation and the real economy has continued to deepen, and through business models, such as brand authorization models and actual operations, the continuous deepening has increased the added value of traditional operations, and many new business formats have been born. Animation is not only cartoons, comics, and movies. In a sense, it is a source of innovation, catalyst and booster for many industries, driving the development of a considerable number of industries.
Overall operations expand brand value
and fully develop typology diversity
"In the past ten years, China's animation industry has grown from scratch, from small to large, learning from the development experience of other countries, and has achieved initial results now. For a longer period of time to come, the animation industry will also transform and upgrade, entering a new era of China's animation industry in which content, innovation, and integration develop simultaneously." Ma Li said.
Practitioners should be clearly aware of the problems existing in development. First, there are not enough excellent products, and there is not enough animation expression of China culture. The level of animation storytelling in China needs to be further improved. Currently, there is a lack of popular animation images and brands. Second, the leadership capabilities of enterprises are not strong enough. Most of them are small and micro enterprises. The overall strength of the industry is not strong enough. Channels need to be further optimized, and high-end talents are relatively lacking. Third, the industrial environment needs to be improved, and policy support means and methods need to be innovated.
How to do a good job in the development of the animation industry in the future? From the perspective of the government, we must welcome such an era and do a good job in top-level design for the development of the animation industry. On the one hand, we must ensure the direction, lead the direction, and develop the unique artistic charm and communication advantages of animation to meet the needs of young people. Spiritual cultural needs. On the other hand, we must also listen to the voice of the industry, comply with the requirements of industrial development, comply with economic laws, solve urgent problems reflected in industrial development, and build an industrial ecosystem that is conducive to the integrated development of entrepreneurship, innovation, and innovation in the animation industry. In this process, the government and enterprises will join hands to jointly promote the development of China's animation industry, which will surely enable animation, a unique cultural category that gives people dreams, to play a unique role in realizing the great process of China Dream.
As a representative of an animation company, Wu Zhen shared his experience in "how to create high-quality IP" and said that now in the era of pan-entertainment, pan-entertainment can be divided into three levels. The first level is the original level, with animation and comics as the main research and development level; The second level is the development level, but at the development level, the main products include TV series and stage dramas, which are actually the stage of expanding the brand, including many VR products; the third is the monetization level, which realizes the final monetization through games and movies. How to find excellent partners at the development and monetization levels and expand brand value through product operations is a very important issue.
After the "Painting Bad People in the Jianghu" series gained popularity among online dramas, the company further developed games. "Current game products may be the biggest manifestation of animation's liquidity. It is very difficult to achieve profit through animation and requires cross-industry integration. Game products are important monetization products. If we want to make products in all dimensions well, it is equivalent to providing services to game companies. Online dramas provide current game partners with docking with iQiyi and supporting overall services. In the stage play of the same name, the promotion of games and online dramas is interspersed. As an IP coordinator, we should unify long-term planning on how to operate IP, so that each derivative product can become a hot hit and produce high-quality products, and the overall IP value can be enhanced."
Last year's animated film "Return of the Great Sage" had a bumper box office harvest, and this year's "Big Fish Begonia" has attracted much attention. As a representative of the animated film company, Hu Jinsong, chairman of Huaying Planet International Cultural Development Co., Ltd., believes that China's animation works need to be typed and diverse. We often talk about Hollywood genre films. Genre films were produced and developed by the mature film industry and are also an inevitable product of the high industrialization of films. In the future, China's animation works will inevitably become typologized, not just like "Pleasant Goat and Big Big Wolf" Comedy, there will be more subdivided works in the future, such as Conan's detective novels and works on growth and other types to meet the needs of huge market segments.
Hu Jinsong said: "Only a super IP can make the entire market bigger and stronger. The so-called 'big' is not just a large investment, but a gathering of outstanding talents from around the world in all aspects of concept creation, art, new technology, marketing, distribution, etc., integrating superior resources, and jointly building can drive the development of the market and achieve great success."
Finally, many experts attending the meeting agreed that the world continues to pay attention to the rapid development of China, and animation works need to deeply explore China culture, integrate international popular elements to go global, follow an international development path, and strive to promote my country from a major animation country to a powerful animation country in the next decade.
Editor: yvette