A survey on anime shows that among the favorite anime works of China teenagers, Japanese and Korean anime works account for 60%, European and American anime works account for 29%, and original anime works from Chinese mainland, Hongkong and Taiwan Province only account for 1 1%. Although the output of animation products in China in 2009 is close to that of developed countries, there are few brand works that can reach international influence. At present, most animation production companies in China still undertake animation outsourcing business, mainly processing cartoons for Japan, South Korea, the United States and other countries and regions.
The second status quo of China animation industry: the profit model has not yet taken shape.
Take the cartoon Pleasant Goat and Big Big Wolf as an example. Pleasant goat has achieved such a great success in the market. However, because the copyright is sold in the early stage of comics, the profits generated by TV broadcasting or title authorization have nothing to do with the original author. For animation companies, this loss is too great. This also shows that the profit model of animation in China animation industry chain has not been established.
But in fact, according to international practice, animation producers do not rely solely on the broadcast of animation to recover costs, because derivative products have huge profit margins. The derivative products of animation are related books and audio-visual products at first, but even if our country's animation is such a successful Pleasant Goat series, it is difficult to profit from the animation derivative and broadcast, so it will take some time for the profit model of China animation industry chain to form.
The third status quo of animation industry in China: insufficient protection of property rights of animation derivatives.
Generally speaking, the development of derivative products for profit is the terminal of the animation industry value chain and the most profitable link in the animation industry. Generally speaking, surface animation derivatives include audio-visual products, novels, games, toy models, clothing and so on. At present, the derivative animation products in China's animation industry market lack high-tech content and the protection of industrial product design patents. The independent intellectual property rights of China's animation image brands are pale and powerless in the face of pirated products, and it is not uncommon for pirated products to devour the legitimate interests of licensees.
The fourth status quo of animation industry in China: insufficient capital investment in the early stage of animation product design and promotion.
The production cost of foreign first-class cartoons is $5,000 per minute, while the average production cost of domestic TV cartoons per minute is not less than 1.5 yuan RMB. For a 22-minute cartoon, the investment in the production part is about 6,543.8+0,000 yuan. But most TV cartoons are series, so before a set of cartoons is sold, millions or even tens of millions of yuan must be invested first. The shortage of funds is also the reason why domestic animation can't get greater development. However, we should also see that China has begun to attach importance to the development of animation industry, and is inclined to it in policy and finance; Some private capital has also begun to intervene in the animation industry. This gives hope to the revitalization of the animation industry in China.
Extended reading: the present situation and development trend of animation toy design in China
China animation industry has gradually stepped out of the "retail era"
Shantou toy capital market has begun to take shape, and many game companies have raised funds to go public.
How to deal with foreign animation toys storming the China market and local animation?
Through the above analysis, we can easily find that China's animation industry chain model is still a conventional industry chain model, that is, from
From creativity to production, from broadcasting to the distribution of books and audio-visual products, and finally into derivative products. However, this mode of international practice is not smooth in China. In China, most animation programs are faced with the problem of shortage of funds when they are produced, and the quality of their works is not high. Therefore, to establish a local animation industry chain in China, we need to start from the following aspects.
One of the development trends of animation industry in China: changing ideas and making derivatives serve animation.
In China's inherent concept, there are comics first, and then there are derivatives of comics. Now, we might as well change our ideas, subvert the inherent understanding and practice that derivative products can only be mined through comics, and arrange comics directly based on derivative product design. For example, movies such as Transformers, which are popular in Hollywood, are based on toys and then develop film series, so they have achieved great success. For the vast majority of domestic animators, this is a subversive approach. However, successful precedents show that this model can produce a win-win result between animation works and derivatives, which can not only make derivatives better publicized, but also help animation works achieve the effect of hot broadcast by preheating derivatives in advance.
The second development trend of animation industry in China: doing market preheating for animation image.
We can learn from the successful experience of Toy Story 3 to warm up the animation image market. First, we can fully mobilize the sensitive nerves of the market, give full play to the market demand effect, and then let us shout cartoons for a thousand times and urge them for a thousand times before she begins to come to us. On the one hand, it satisfies the curiosity of the audience, on the other hand, it also reduces the risk of direct listing of cartoons.
The third development trend of animation industry in China: increasing investment in animation production.
The advantage of China animation has always been its low production cost, which has greatly attracted some animation production departments in Europe, America, Japan and South Korea. Moreover, the main business of many domestic animation companies is to undertake overseas business and process on behalf of others. On the one hand, it shows that we are not inferior in technology, on the other hand, it also highlights the advantages of human resources in animation production. After all, the animation industry is a labor-intensive industry. Many world-renowned animation companies are looking for partners in China or directly investing in the construction of animation production centers. These enterprises have the advantages of animation software and skilled and sophisticated animation production technology. Strengthening cooperation with them and sharing software and technology can not only solve the problem of animation production in China, but also promote the integration of animation in China with the international market and lay the foundation for domestic animation to enter the world market.
The fourth development trend of China animation industry: using local image animation to go abroad.
In the world, China's animation works are also valued, especially Pleasant Goat and Big Big Wolf, which was once brought to Tokyo Animation Festival and favored by buyers from all over the world. This phenomenon makes us find that China's animation works can go abroad and compete with foreign animation works. At the same time, China is a country with a history of 5,000 years, with a long history and rich culture. There are many classic folk stories and excellent literary works, such as Romance of the Three Kingdoms, The Journey to the West and Mulan. These are excellent animation creation themes. The development of animation is inseparable from good story creation. The rich cultural background accumulated in 5,000 years' history makes it reasonable for the developing China animation to re-examine the charm of local culture and take the local culture as its theme. This will not only satisfy the curiosity of more and more audiences and readers about China culture, but also bring us huge profits.
Extended reading: the present situation and development trend of animation toy design in China
China animation industry has gradually stepped out of the "retail era"
Shantou toy capital market has begun to take shape, and many game companies have raised funds to go public.
How to deal with foreign animation toys storming the China market and local animation?