"Animation +" brings heat to China's secondary economy "National Animation IP" market potential is huge

On August 4th, the 2017 China and Shijiazhuang International Animation Expo attracted 10,000 second-yuan enthusiasts to participate. This year's Animation Expo, with the theme of "Attack and Pan-Entertainment", will focus on the development of the "animation +" industry, using animation as a breakthrough to drive the development of "animation +" industries such as games, literature, film and television, and drama.

The 2017 China·Shijiazhuang International Animation Expo and Fair (referred to as the "Animation Expo") attracted 10,000 second-yuan enthusiasts to participate on August 4. This year's Animation Expo, with the theme of "Attack and Pan-Entertainment", will focus on the development of the "animation +" industry, using animation as a breakthrough to drive the development of "animation +" industries such as games, literature, film and television, and drama.

The "secondary economy" was proposed in 2015, grew rapidly in 2016, and ushered in a "phenomenal" boom in 2017. The "animation IP" incubated by "secondary culture" has begun to realize multi-dimensional development and is "breaking through the secondary" and sharing the market. Data shows that in 2015, the total number of secondary users in China was nearly 219 million. In 2016, the total number of pan-secondary users in China was 300 million, and the average annual spending of users reached 1,746.3 yuan.

"Currently, China's animation industry mainly relies on the content industry. The animation market is becoming more and more diversified in terms of content, themes, forms and media. The secondary market presents a full industrial chain development in the fields of animation, movies, games, peripheral derivatives, etc." Gao Weihua, assistant to the dean of the School of Animation and Digital Art of Communication University of China, said in an interview.

The commercial value of "secondary yuan" products has become particularly obvious in recent years. For example, the Japanese animated film "Your Name" has won 560 million yuan in box office; Tickets for the annual offline event of the second-yuan website Bilibili Macro Link (BML) were sold in 4 minutes, and some ticket prices were sold up to nearly five times by scalpers; In 2017, among the Top 10 major digital reading industries in China, comics have occupied two seats...

While the Chinese people's acceptance of secondary yuan culture continues to increase, the once-marginalized domestic animation has ushered in a development opportunity: In 2015,"Journey to the West" set a box office record for domestic animated films; The domestic animated film" Big Fish Begonia" still earned 50 million yuan in box office despite poor reputation; The Weibo Data Center recently released the "2017 Weibo Secondary Development Report" showing that among the top 100 popular animation works on Weibo in 2016, domestic original animation accounted for 45.6%, which was only slightly less than the 47.6% of Japanese and Korean anime...

Kong Liwei, deputy general manager of Hebei Tianming Media Co., Ltd. and head of the Expo Organizing Committee, believes that the development of domestic original animation IPs such as "Full-time Expert" is increasingly showing the characteristics of all-staff development from comics to animation to film and television works."With the spurt development of the secondary economy, the domestic animation industry is rising. Guoman still has a lot of space in the future secondary market. In the next three years,' Guoman IP' may experience explosive growth."

How to promote the truly strong rise of China animation? Kong Liwei believes that domestic animation has reached the international level in terms of technology, but the disadvantage of story structure is still obvious. If we want to promote national animation to "go global", we need to inject "China genes" into animation.

In recent years, China animation has gradually gotten rid of its imitation of Japanese, Korean and European and American comics. Zhang Jie, commercial manager of Beijing Bright Star Culture Development Co., Ltd., which once produced the domestic original animation "Peking Opera Cat", said,"With the continuous development of the national cartoon market, There will be more and more animation works that can show the way of thinking and mental state of Chinese people. As the market potential of 'National Cartoon IP' continues to be stimulated, original animation works with 'China elements' will become increasingly popular internationally."

Editor: Mary