1. Lack of originality
As a kind of popular art, animation has not been successfully popularized in public life, and it is only limited to a "minority" art.
For various reasons, domestic animation companies are facing the problem of survival and development. Based on the immaturity of the domestic animation market and the imperfection of the industrial chain, there are few animation companies that rely entirely on original animation to make a living. Some well-known large animation companies basically rely on external processing to maintain their basic survival, while some small and medium-sized animation companies and even animation studios rely on the "outsourcing" of these big companies to maintain their survival. It is often such small and medium-sized animation enterprises and studios that have greater enthusiasm and desire to improve the original animation level in China because of their simple system, reasonable structure and "light posture", but it is also because of lack of energy and lack of follow-up that many excellent ideas and plans are stillborn. This leads to a vicious circle. Large-scale animation companies are capable but unwilling to be original because they want to maintain the stable and sustainable development of their enterprises. However, animation companies with original intentions can only invest in processing to survive because of lack of ability and funds, and cannot create their own original products and develop their own national culture in China.
2. Backward ideas and consciousness
The formation and development of the animation market can never get rid of the strong influence of social consciousness. Animation is not only regarded as an educational tool, but also limited to creating for teenagers.
Many people still stay at the stage of "animation is an animation for children", treating animation products as educational products rather than consumer goods, overemphasizing the ideological nature of animation products and ignoring the huge commodity value brought by their entertainment. I think that paying attention to these "children's things" is to play with things and get tired of it. There is no need to discuss whether animation products are "playthings", but there is no necessary connection between "neglecting their duties" and "playthings".
Animation is a manifestation of culture, which has all the characteristics and advantages of cultural products and can penetrate into various fields. Animation should be the expression tool of culture, should serve the development strategy of national culture, and should be a great impetus to the development of national cultural industry. Whether the content of its performance is appropriate or not has nothing to do with the animation industry itself, and animation is not a scourge that makes children "play with things". With the development of the times, whether the content of animation industry is appropriate should not be determined by the inherent consciousness of society, but by the market, whether it conforms to the trend of national cultural development.
3. Piracy
Serious piracy has greatly affected creative enthusiasm.
Animation products generally have a long production cycle and large capital investment, especially original animation. An excellent original animation product often has to go through several years or even more than ten years of preliminary planning, and the capital investment is often millions or even tens of millions. After investing a lot of manpower and material resources, years of hard work will often be wasted because of rampant piracy. It is this that causes a large number of animation companies to dare not invest in the original animation market easily.
4. The mechanism is not perfect
The competition mechanism is not perfect and the market action ability is not great. As the animation industry is a new sunrise industry, the operation mode of the industry is in the exploratory stage, and there is a lack of reasonable and effective evaluation methods between capital investment and income. Policy and market operation cannot be closely combined, and the government intends to support it but does not know where to start. Government agencies don't understand the operation of the animation market, and enterprises that actually participate in the market operation are blindly circling in the market because they can't get the interpretation information of relevant policies at the first time.
However, we are pleased to see that with the increasing attention of the government to the animation industry, the continuous introduction of relevant support policies, the establishment of animation associations, and the continuous opening of animation industry forums, the combination between the government and enterprises has become increasingly close. To make an image analogy, the government is like the track and dispatch of a train, responsible for policy guidance and overall control and coordination, the animation association is like a locomotive, and the animation enterprise is like a car. Under the leadership of the animation association and the support, guidance, control and coordination of the government, the entire animation industry is accelerating.
5. Lack of talents
There is a serious shortage of animation talents in China. Last year, some media reported that "China animation talents 1.5 million". The lack of animation practitioners also directly led to the development of original animation.
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