According to the experience of the foreign animation industry, 30% of the proceeds can be obtained in the issuance process, and extension authorization and development account for 70% of the total revenue.
“The Chinese animation industry has been smashing from the rushing industry, and most of the hipsters are now disappearing, but in just over a decade. â€
In this industry, which is called “high risk†by practitioners, although there are good works from time to time, in general, as the pioneer of Chinese cultural industry, its status quo and mission are still far apart. Is it the subsidy caused by subsidized flood irrigation, or is it the design deviation of the original path? It is not difficult to find out from the industry's self-report that the transformation, upgrading and upgrading of the industry, the environment, channels and models need to be reshaped.
There are joys and sorrows in China’s animation industry entering a new stage
In recent days, there have been many major events in the Chinese animation industry. At the relevant press conference of the Ministry of Culture held on March 20th, it was revealed that the mobile animation standards independently developed and led by China were adopted by the International Telecommunications Union.
In the eyes of many people, providing China's standards for the global mobile animation industry in the field of the International Telecommunication Union and the international "Internet + Culture" means that China's technology and standards are beginning to go global. As the first international technical standard in the field of Chinese culture, the mobile animation industry standard system mainly regulates animation and comic works in the aspects of file format, content quality, storage, metadata, etc., and enhances the content quality and technical requirements of mobile comics from the standard level. According to the data, in order to adapt to the development of mobile Internet, as early as 2013, the Ministry of Culture completed the establishment of the first domestic mobile phone animation industry standard system with the relevant departments of the Central Propaganda Department and the Ministry of Industry and Information Technology.
Up to now, the mobile animation industry standard has been widely used in China's mobile animation industry. The number of animation companies that provide products and services according to the standard has exceeded 1,000, covering over 100 million users.
In the view of many practitioners, the promotion and application of the mobile animation standards developed by China in the international market will also enhance the international competitiveness of China's mobile animation industry and expand the international influence of China's mobile animation operation platform. Actively participate in the international industrial division of labor and cooperation.
Not only that, on March 17, the well-known company Kung Fu Animation held a brand launch conference in Xinbei City, Taiwan, and announced that its two heavy IPs officially entered the Taiwan market. It is understood that the two heavyweight anime IPs created by Kung Fu Animation and the "Little Cats Comet Comet" are currently very popular in the mainland. They have been broadcasted on hundreds of TV stations in China and other countries. Get hundreds of millions of clicks on the web. In the eyes of many people, this market, which is popular in Japan, South Korea and Europe and the United States, will become the touchstone of domestic animation.
Despite the good news, in the eyes of animation practitioners, the development of the Chinese animation industry is not a smooth road.
As the animation IP, "Qin Shi Ming Yue" is a household name in the industry. It is not an exaggeration to say that it is almost a benchmark for Chinese animation. As the production company behind this Guoman IP, Xuanji Technology has also experienced the ups and downs of the industry.
Just recently, Shen Leping, chairman of Xuanji Technology, said in an interview with the media that since the rise in 2005, the survival rate of the Chinese animation industry has only been 5% for more than 10 years. Xuanji Technology is only "the whole industry." Survivors" only.
As a company that is “worshipful†in the industry, why is the person in charge so cautious? In the eyes of many industry professionals, China's animation industry has achieved growth in almost the same way since its inception in 2005. However, after 2012, the industry began to decline. The data shows that in 2011, the production of TV cartoons in China was as high as 261,444 minutes, almost three times the output of Japan. Since then, the annual output has been declining year by year, and in 2014 and 2015, it was 138,496 minutes and 1,341,011 minutes, respectively, almost "waist."
In addition, at the beginning of March this year, the National Bureau of Statistics released the 2016 National Economic and Social Development Statistics Bulletin. The production of domestic cartoons in 2016 dropped from 134,011 minutes last year to 119,895 minutes, a decrease of 10.5%.
The same is true in Henan. According to the reporter, at the end of 2008, there were only 8 animation companies in Zhengzhou. In 2010, this number rose to more than 40, and more than 30 colleges and universities opened an animation major, with an annual animation production capacity of more than 10,000 minutes, and animation derivatives also exceeded 2,000 varieties.
In the following two years, the number of animation companies registered in Henan was close to 100, and the two bases of “National Animation Industry Base†and “Zhengzhou Animation Industry Base†were also established.
However, according to statistics, Henan's animation production has fallen sharply since 2012, and the number of enterprises has plummeted. The animation works that have been issued the right to broadcast have dropped from 9000 minutes in 2012 to 5,000 minutes in 2015, less than expected. one tenth.
Is the lack of stamina to encourage seedlings or path deviation?
In fact, for the support of the animation industry, the government has made great efforts and the support is very strong.
Since 2005, the state has issued a number of important documents to support the development of the domestic animation industry from the aspects of funds, taxation, television broadcasting, and personnel training.
On April 25, 2006, the General Office of the State Council forwarded the “Opinions on Promoting the Development of China's Animation Industry†(hereinafter referred to as “Opinionsâ€) from the Ministry of Finance and other departments, and proposed a series of measures to promote the development of the animation industry.
In 2008, the State Administration of Radio, Film and Television issued a ban - "all channels of TV stations at all levels in the country must not broadcast overseas cartoons from 17:00 to 21:00", and vigorously promote domestic animation promotion.
In addition to the shaping of the industrial environment, the relevant departments have also produced a large amount of real money to support the development of the industry.
According to the reporter's combing, in 2005, the policy introduced by Hangzhou was not divided into three-dimensional and two-dimensional, subsidizing 1,000 yuan per minute; in 2006, Nanjing rewarded 3,000 yuan per minute for 3D animation and 2000 yuan per minute for 2D animation. It is 2 million yuan; in 2009, the Shijiazhuang Municipal Government further set the award amount to 5,000 yuan in three dimensions and 2,000 yuan in two dimensions.
According to the relevant policies promulgated by Zhengzhou in 2009, the first broadcast of local TV stations (above the city level and above), according to the two-dimensional animation 1000 yuan per minute, three-dimensional animation 2,000 yuan per minute standard reward enterprises, the maximum not more than 3 million yuan In the CCTV broadcast, according to the two-dimensional 2000 yuan, three-dimensional 4000 yuan standard, the maximum is not more than 5 million yuan.
However, in such a "warm" environment, it has made the industry move toward the theory of production.
According to industry sources, in order to obtain state subsidies, a large number of enterprises have frantically expanded their production capacity. It is understood that the total production capacity of Chinese animation at that time was as high as 300,000 minutes, while the entire Japanese market was only 100,000 minutes a year. At that time, some Chinese companies did Tens of thousands of minutes, equal to one-third of Japan's production capacity.
York Anime is the only animation company in Henan that has entered the new three board. One of the responsible persons told the reporter that many Henan animation companies have concentrated their efforts on TV animation when they first laid out their layouts. Fast profitability is the way of “borrowing money – making – playing – taking subsidiesâ€.
"But in the past two years, the attention of TV animation works has been very low, and the number of broadcasts is very small, but the production cost has not been effectively reduced. This is very likely to cause a break in the capital chain. There are many company characters design, stories. The plot was designed, but no one took the money and no one took it, and slowly gave up." The above said.
In addition, in a Zhengzhou-based anime practitioner, the way the government supports it is no longer suitable for the current animation production process. The application is complicated, the results are overemphasized, and the dispersion is the main factor.
"The most important thing about animation now is the attractiveness of IP. A good IP such as "The Rabbit" has several tens of millions of audiences, but it has spent many years cultivating and brewing. The government subsidies are still subsidized by the government. It is reflected in the more traditional explicit such as playing time and product integrity. Although this may be to avoid the kind of 'cheat-filling' incident in the past, it is not market-oriented and can't adapt to the current animation field production. That rabbit, if it was originally supported by the government, and it would be yellow when the fruit was cooked and cooked," said the above.
For the support of the government, the relevant person in charge of York Animation gave his own opinion. Compared with various subsidies, she believes that Henan should establish an "intermediary" for enterprise and market contacts.
In its view, the animation industry is mainly entrepreneurs, engaged in innovation work, an idea may be favored by the market, but the current situation is that many companies basically do not expand beyond the shape of the animation image.
“So Henan should build or support the establishment of a comprehensive animation platform, like Tencent’s animation platform that allows producers to see potential development value by attracting consumer groups and capital. This will enable potential to tap the potential and adapt the industry to the times and markets. The taste," said the person.
Transformation and upgrading industry expects change
According to China Industrial Information Network's "2015-2020 China Animation Industry Market Forecast and Future Investment Strategy Research Report", China is a country where the animation industry has developed very early. However, despite its vast animation market, China The domestic market share of domestic animation is not large. Among the Chinese animation market share, Japanese animation accounts for 60%, European and American animation accounts for 29%, Chinese local animation accounts for less than 11%, and almost 80% of the Chinese animation market's profits flow overseas.
Nowadays, China's animation industry is looking forward to a revolution. In the eyes of some industry professionals, with the sharp decline in the number of animation companies and production capacity, it is the process of the animation industry experiencing the big waves in the market. The transformation and upgrading of the industry is opening.
According to a report released by iResearch last year, the transformation of the Chinese animation industry from traditional animation to Internet animation requires a change in model. The first condition of this change is to rely on the improvement of content quality.
An industry official told reporters that China's animation works often have the phenomenon of "old wine new bottles" and even plagiarism, and the innovation of animation themes attracts attention. In fact, compared to other countries, China has too much material to be explored. And, in today's chaos of capital, it is vital that practitioners sink their minds to polish an IP.
According to Shen Leping, from a global perspective, basically 10 years as a start, the world's most valuable IP is basically proportional to time, like Hellokitty has been 40 years, Snoopy is 60 years, Man Wei has 70 years, DC 80 years, and Disney is 100 years.
Take "Qin Shimingyue", this anime that has experienced a 10-year cycle, its live-action TV series has been launched. Currently preparing to launch the second part, its live-action movie is also actively preparing, and has also launched five games.
It seems that "survivors" also have their own way of survival. As the head of York Animation told reporters, animation companies now want to make a big difference, and have a lot to do with product positioning and subdivision of peripheral development.
“For example, York Anime, now mainly engaged in animation authorization and peripheral development, is also relying on the daily hard consumer market, thus bundling cultural value with cultural consumption. Focusing on the 6-12 year old children’s market, embedding product image and authorization into various types. Cultural goods and school supplies have also incorporated cultural concepts and designs into the development of industry and markets," said the source.
In fact, for the animation industry, the company creates an animated film and television work, which can achieve 30% of the proceeds in the distribution process, and 70% of the extension and authorization. The country is just reversed, which results in a result: some anime was very hot at the time, but it didn't take long to die, and some animations were only released, not even a derivative.
Although at present, there are still problems in the derivatives market, such as lack of creativity, insufficient manufacturing level and insufficient copyright protection, it is necessary for the animation company to further explore, because the huge consumer market can be activated, which is related to the success or failure of industrial transformation and upgrading.
Source: Chinese and foreign IP authorization
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