3 thoughts on “What do you think is the characteristics of China’s animation industry and development prospects?”
Caleb
First, the environment for promoting the prosperity of the animation industry can be said to be formed, but the small environment still needs to be cultivated and developed.
The film and television animation, as a cultural industry, can be said to be unique. It has the characteristics of high internationalization, wide consumer groups, large market demand, long product life cycle, and high value -added. The development of the film and television animation industry is of great significance to prosper the outstanding national culture and meet the spiritual and cultural needs of the people, especially the spiritual and cultural needs of the people. It is also an important measure to adapt to the cultivation of economic globalization and form new economic growth, promote the development of film and film and television industry, and promote the stronger and bigger Chinese cultural industry.
The indisputable facts since 2004 are paying attention to more and more people at home and abroad, that is, the policy environment of the revitalization of the Chinese animation industry has undergone exciting changes. Let me give me a few simple examples:
On May 10, 2004, General Secretary Hu Jintao specially emphasized at the country to strengthen and improve the conference of minor ideas. In a good public opinion environment, we must implement a high -quality strategy, provide more and better cultural products and cultural services for minors, to form a social atmosphere of respect for minors, care about minors, help minors, and grow them healthily. , Development into talents.
The State Council mentioned in the 2004 State Council ’s work conference on strengthening the ideological construction of minors that it is necessary to actively support the shooting, creation, production and broadcast of domestic cartoons, and gradually form animation that adapts to the characteristics of minors. In the series, in March 2004, the State Administration of Radio, Film and Television held a national film and television animation work conference in Beijing. It can be said that this meeting was called a milestone meeting by many cities in the industry. The ideas and measures to promote the development of the animation industry in my country have been described in depth. After the meeting, 24 articles were officially issued, namely several opinions on the development of my country’s film and television animation industry. This document became a policy guidance document for the development of the film and television animation industry in my country.
Recently, on April 25 this year, the State Administration of Radio, Film and Television specially presented a report on the development of the domestic animation industry to support the development of the domestic animation industry. The special team has launched the work, clearly proposed to study and formulate the support policy of the domestic animation industry, build a shared technology platform, encourage original activities of animation works, increase the protection of intellectual property rights, purify the market environment of the animation industry, accelerate the training of talents in the animation industry, and strengthen the talent training of the animation industry, and strengthen Coordination, mutual support and other work points. In this context, China’s animation industry can be described as a new stage of development for more than a year. It can be said that at such a stage, I think that there are five iconic events in this stage, which not only affects the current, but also It will affect the development of China’s animation industry in the next 10 years. Let me briefly talk about these five things.
The first, the construction of the platform. One year ago, it can be said that a big bottleneck that restricts the domestic animation industry is a lack of sufficient broadcast platforms, but now the Beijing Animation Channel, Shanghai Hyun Dynamic Cartoon Satellite TV, Hunan Elite Cartoon Satellite TV. On the 10th, October 28th, it was launched on December 26. It became an important channel for animation works after the Children’s Channel of CCTV. As of July 15, 2005, there were a total of Central and 17 provincial television stations. A total of 29 children’s channels have been broadcast one after another for sub -provincial television stations and three prefecture -level TV stations, of which 23 children channels were founded in the past year. In addition, there are two paid children’s channels. On the children’s column opened by the TV station, 258 prefecture -level TV stations opened the children’s column. According to incomplete statistics from the national TV station, there are nearly 200 special animation columns. The construction of all these broadcast platforms has effectively expanded the market demand of domestic cartoons, driving prices, and building domestic animation. The broadcast platform of the film is in the current high threshold investment period of domestic cartoons. The establishment of this broadcast platform also has a vital role in promoting the establishment of original production brands, expanding the needs of the animation market, and pulling animation creation and production.
The establishment of the industrial teaching and research base. The creation and production of domestic animation works plays a basic and important role in the entire animation industry chain. Therefore, the State Administration of Radio, Film and Television is weak in the current animation industry of my country’s current animation industry, and the number and quality of the works cannot meet the needs of the broadcast. Group, China Film Group, Shanghai Hyunal Cartoon Cartoon Satellite TV Media Entertainment Co., Ltd., Hunan Elite Cartoon Co., Ltd., Changzhou Film and Television Animation Industry Co., Ltd., Hangzhou High -tech Technology Development Zone Animation Industrial Park, Southern Animation Program Joint Production Center, etc. Grade animation production base. Practice to produce more domestic animation products with advantageous talent creativity, equipment, funds, etc. Then strive to create the industry chain of domestic animation. Drive the rapid improvement of the national film and television animation industry. At the same time, four of the Communication University of China, the Beijing Film Academy, the Jilin Academy of Arts, and the Chinese Academy of Fine Arts were the national animation education base. I hope to cultivate comprehensive animation talents with innovative capabilities to the market, future, and international ability to master high -tech artistic accomplishments. In June this year, the State Administration of Radio, Film and Television has named Shenzhen animation production company, Dalian High -tech Industrial Park Animation Industrial Park. Film Group Co., Ltd., Jiangtong Animation Co., Ltd. and other places have set up a second batch of national animation bases. In September 2005, representatives of various national animation bases reached the development of the Chinese animation industry with the theme of revitalizing the Chinese animation industry. Discuss how to speed up the development of China’s animation industry, explore how to shape the Chinese international animation industry brand, enhance China’s original animation capabilities, enhance the international competitiveness of the Chinese animation industry to broaden the channels of communication and collaboration, and to further solve the industry, entries, interests, etc. The sufficient independent operation of the problem has laid a new foundation.
third, the holding of the International Animation Festival. In recent years, everyone knows that the domestic animation market has gradually heated up. The hosting of the International Animation Festival with a good platform for the domestic and foreign animation industry to display, communicate, cooperate, and develop. It can be said to be a wise move. Moreover, in recent years, the domestic animation festival exhibitions have emerged endlessly. In June this year, the first National Animation Festival held by the State Administration of Radio, Film and Television held in Hangzhou was opened. Follow and participate. The theme of this Chinese Animation Festival is based on the theme of the Anime Capital Fashion Festival. Through the government -led, social participation, and market integration methods, it highlights the characteristics of Chinese cards and internationality. On the week, the cartoon image cruise activities, the classics of Chinese, Japanese, Korean fashion animation classics, and talent recruitment conferences have already signed a series of activities.
The future from the United States, Germany, Japan, South Korea and other countries, as well as inland Hong Kong, Hong Kong, Taiwan, and Taiwan to engage in animation production, extended product production, interactive entertainment, publication, distribution, telecommunications, operation, migration, value migration value , Value -added services, financial investment and other industry exhibitors have gathered together to carry out exhibitions of animation products, create art discussion, and product exchanges and cooperation.
If experts believe that the anime industry expo in the Anime Festival is the largest and most successful animation expo in Asia in recent years. During the period, there were more than 700 booths, and the audience exceeded 120,000, and the on -site cooperation intention was about 3 billion yuan. In addition, the industrial information conference signed 23 items, with a cooperation amount of 250 million yuan. In the future, the State Administration of Radio, Film and Television will hold such a large international animation festival every year, in order to create a cultural atmosphere that is conducive to the stronger and bigger of the Chinese animation industry through the leverage of the International Animation Festival, promote Chinese animators, and strive to reduce the Chinese animation industry and the world level. The gap between the existence is to do brand originality with an open mind, the mechanism builds the exploration of the industrial chain operation of the mechanism, and truly forms the development of market development to promote the development of competition, so as to promote the aggregation and innovation of talents.
Fourth, the implementation of the license system. On January 7, 2005, the State Administration of Radio, Film and Television issued a notice of the State Administration of Radio, Film and Television on the domestic TV cartoon issuance license system. Since January 20, 2005, the state has begun to implement the domestic TV cartoons issuance license system. A very important measure.
The content of this move includes. Let me briefly say that the domestic cartoons produced by local units were reviewed by the provincial radio and television management agency, and the FSW producing cartoons issued permits. At the same time, the State Administration of Radio, Film and Television will implement the issuance of the issuance permit filing system, and the issuance of the provincial issuance will be reported to the State Administration of Radio, Film and Television on the first week of the month on the first week of each month. Domestic animation films were issued by the State Administration of Radio, Film and Television, and issued a film screening permit. Standardize the production, playing and distribution of film and television cartoons. It can be said that this move not only ensures the quality and level of film and television cartoons from the source, but also favorable to promote the standardized management of industrial development, effectively reduce the phenomenon of disorderly competition and blind investment in the past, promote and guarantee and guarantee it. The healthy development of cartoons.
Fifth, the introduction of the recommendations of excellent works. Since January 1, 2005, the recommendations of the Outstanding Domestic Animation Film of the State Administration of Radio, Film and Television have begun to implement the country in the country. It can be said that this is another guidance for the artistic creation of domestic cartoons to effectively promote the domestic cartoon boutique project. Measures, so far, the State Administration of Radio, Film and Television has recommended more than 40 outstanding domestic cartoons completed by different production institutions. Adventures; the second batch of Tang poetry stories, “Urban Times”, “Big Hero Di Qing”, “Blue Cat Naughty Three Thousand Questions”, “Baby Daughter Good Mom”, “Learn ABC in 10 Days”; the third batch of recommended recommendations There are works such as “The Boy of the Sky”, “Hi Yangyang”, “Big Gray Wolf”, “Dongdong” and other works. It can be said that the types of recommended themes are not limited, and they all have certain ideological, artistic and ornamental. It is not difficult to imagine that these works will create a stronger anime cultural atmosphere for the majority of anime audiences across the country, become the spirit of promoting the spirit of the Chinese spirit, the cultivation of the aesthetic taste of the Chinese audience, and creating the leading work of Chinese original brands.
I I would like to talk about my own thinking about the development of the next stage of animation.
. The five key links that drive the animation industry in my country:
1. Building an effective channel operating mechanism.
It should be said that the launch of the star animation channel is a breakthrough in my country to build a domestic cartoon broadcast system. The three animation on the star channels that have been launched in the past year is very good, but the exploration and broadcast platform The benign operating mechanism still needs to be at the time of time, nor is it unilateral thing that channel operators. I think the current benign operating mechanism of further exploring the channel needs to achieve two key breakthroughs: First, to further break through the habitual thinking of the low and younger positioning of the audience, , To create the viewing positioning of audiences at different ages. We are glad to see that, except for Children’s Channel of Central Taiwan, the other three animation channels have positioned ourselves as a full -age channel. For example, Beijing Animation is adults after 21:30, Shanghai Hyun Downship is set up at 20:30 to 15 to 45 years old, and Hunan elite cartoon is set to the full age service positioning from 17:30. But we think this is just the beginning. The next stage of the creation of loyalty to ratings will become the focus of various channels. It will make every effort to create loyalty. Whoever loyalty is high will win the favor of advertising dealers with awareness of the audience. The second is to further break through the rating of domestic films. It is better to introduce cartoons. We saw that the Nezha made the sea produced by CCTV this summer was broadcast again. The key to the rate of rate lies in the quality of the program. The boutique road of domestic cartoons is imperative. The operation practice of a year of broadcasting platforms has revealed that we are broadcasting and opening the animation market to meet China’s national conditions. A proactive and active attitude involved in the practice of production, planning and promotion of domestic boutiques. By broadcasting the construction of the platform, the operation of the platform is broadcast, and the market pulse of the quasi -audience will be further produced, which will give birth to the mass production of Hai domestic boutique.
2. Explore the feasible product profit mechanism.
The voices in the industry are constantly echoing. On the one hand, the producer continuously proposes that the price of the purchase of the film source is too low. Ten, in addition to the very complete enterprises in the development of individual products, most production institutions are difficult to support normal enterprise production. On the other hand, the voice of the broadcasting agency is repeatedly emphasized that it has not yet completed the original accumulation and has not grown into a strong channel. Now it is difficult to increase the purchase price. But we also found that there is another voice that is repeatedly discussed in the industry, that is, everyone is more surprised or shocked or happy to talk about some movies for 100 yuan per minute, and some films sell for a thousand yuan per minute. Recently, the information of the hot theory is that CCTV’s price of more than 1,000 yuan per minute has acquired Jiangtong’s cartoon “The Eight Rings in the Sky”. I think this kind of information is worthy of attention. At present It is time for animation products to make a profitable mechanism. Experience at home and abroad shows that now isolated simply through the sales and broadcast of cartoons, which can not be established. Moving cartoons with cartoons may be a dead end. It should include a series of links: cartoons, television, movies, books, audiovisual products, toys, and further extending to the transfer and franchise of intellectual property rights such as publishing companies, toy manufacturers, and so on. It can be said that whoever enters the coordinated and supporting development field of these series of links may take the lead in grasping the risk of investing in investment, accelerating the return of funds, and then realizing the initiative of profitability. We must also see that the modern animation industry combines online games, Internet, personal digital processing systems, mobile communication and other high -tech means so that the role of animation has entered some new fields. At present, cartoons have been expanded from new interactive fields such as animation TV and movie films to animated short films, online animation, animation advertisements, animation songs, mobile animation MMS, mobile phone cartoons, mobile phone cartoons, etc. This is where we must further expand our career.
3. Improved pragmatic talent training mechanism.
In our survey, we found the current status of Chinese animation talents: First, the number of talents is scarce, such as the Shanghai Fine Arts Film Studio, there are more than a dozen cartoon directors. More than 50 years old, behind these old directors’ admiration spirit, the talent crisis of the Chinese animation industry is lurking. According to the statistics of the Cartoon Art Committee of the Chinese Artists Association, the demand for professional talents in the national animation industry should be 150,000. At present, there are only about 10,000 practitioners in the national animation industry. This number is only one -third of South Korea. This kind of lack of talent can be said to be an important reason for the current development of my country’s animation industry. Second, the level of talent is uneven. It can be said that the lack of talents not only indicates that in the lack of quantity, but also in terms of quality, that is, high -quality talents are now minimal. The composite talents are seriously lacking. The overall quality of the personnel is required to reach a certain degree of balance, so if the quality difference between the personnel is very different, it will inevitably affect the quality of the entire work. Especially for the cultural industry, the content is the soul, as is the animation industry. Its success must be based on very mature animation planning, plot compilation, marketing, and currently in these three aspects. Essence Show a national shortage, that is, animation planning, plot compilation and marketing.
. Therefore, it is found that the use of a large number of excellent animation talents on the road of revitalization of Chinese animation is a key factor in accelerating the development of the development of China’s animation industry and transforming the basic dependence of our animation industry.
In statistics, in 2002, there were only about 30 colleges and universities in China that had an animation industry. We are very happy to see that in 2004, there were 100 colleges and universities in China. The future of China’s animation industry has brought great hope, especially the establishment of four national animation teaching bases. It is believed that it will accelerate the pace of scientific research and teaching reform of the animation industry.
4. Establish a scientific market evaluation mechanism. The scientific market evaluation mechanism is an important part of the formation of a high -quality market atmosphere. The assessment of the animation market not only reflects the development status of the national animation market, but also provides comprehensive and accurate reference data for animation production and production institutions, research departments, broadcast platforms, and advertisers. We have further studied the necessary prerequisites for market development international markets. Generally speaking, the animation market evaluation system should be composed of three aspects: market research, expert opinion and industry evaluation. It is important to emphasize that the animation market research is a complex system research topic. At present, we particularly need to penetrate every link of the animation industry chain, find out some family members of domestic animation, find out the copyright derivative products of the flat publishing, audiovisual products and video games, cultural life consumer markets, tourism digital technology products, exhibition industry, and exhibition industry Some basic digital conditions of the education industry. On the basis of these digital information, comparing, research, summarizing experience, and summary lessons with international developed animation countries to further provide a reference for our decisions and plans.
5. Implementing the interactive mechanism of market promotion with cultural development.
It can be said that the process of watching film and television animation is not only the entertainment experience for the audience to debug the body and mind, but also they experience the world’s cognition and aesthetic experience through animation works. The audience of animation film and television is not only the main body of the animation film and television market, but also the main consumer of animation cultural products. Therefore, we are committed to building a scientific channel operation mechanism, exploring scientific product profitability, improving the scientific talent training mechanism, and establishing a scientific market evaluation mechanism and other animation market promotion work. Interactive, market -promoting strategic awareness. Efforts to create a healthy animation culture consumption atmosphere for audiences of different ages.
I cannot deny the interaction of economic strength and cultural influence. It is a basic reason for the Japanese animation industry to expand at the speed of world attention. The development of Japanese animation has shown that various mass media are promoting the animation atmosphere to promote the animation atmosphere. In the process of the animation market, it is always in the key position of the central link, and play a leading role in formulating the direction of the animation industry and the continuity of the animation.
. From the perspective of the animation broadcast system, the adjustment of the Japanese animation period and the positioning of the content of the content provided a guarantee for successful occupation of the audience. In the choice of diverse and rich animation culture, the Japanese people have developed the psychological habits of animation consumption behavior and animation appreciation since childhood, and accumulated the memory of personal growth, affecting the cultural lifestyle of the whole family and even offspring. In turn, the consumption, interest and influence of popular culture have promoted the continuous expansion and refinement of the animation market.
It can be said that the value of group anime culture has continued to change in the media environment, sublimated to a unique cultural landscape in Japanese society, and promoted the strong advancement of Japanese animation as a leading cultural industry. Essence In the investigation, we found that in Japan, it can be said that the animation culture is deeply rooted in people’s hearts, and the interoperability of the animation culture and the animation economy is very intriguing. The rise of a cultural industry is inseparable from related social and cultural soil. In short, in terms of the development status of my country’s animation industry, it can be said that the situation is good and inspiring. At the same time, we should also see that the development status of my country’s animation industry has a large gap compared with the developed countries such as the United States, Japan and South Korea. Go to adjust the solution. We must continue to face new challenges to the new test of the international animation industry in controlling the development of the industry, but I believe that the animation industry of our nation will definitely achieve great development with the joint support and efforts of everyone. Let us look forward to the new spring of the Chinese national animation industry. Thanks!
The main listed companies in the animation industry: At present, listed companies in the domestic animation industry are mainly: Aofei Entertainment (002292), Huaqiang Fangte (834793), Dinglong Culture (002502), etc. Colidal data: The number of records, the number of releases, the number of animation films, and the box office of my country’s TV animation filing. In recent years, the number of TV animation distribution and filing in my country has increased, and the box office of animation movies has increased significantly. Many films such as “The Demon of the Wheels of Nezha” have achieved good results. On the whole, the current animation industry in my country is better, and the development momentum of domestic animation is strong. The number of TV animation distribution and filing increases From the perspective of the filing, from 2007 to 2011, the state adopted a policy support of tax preferences and subsidies. In 2010, the number of TV animation filing reached 601. 2013, the state reduces subsidies to enterprises, while actively encouraging animation original enterprises to attach importance to product quality. my country’s television animation production industry has begun to explore new roads. It showed a downward trend and did not start until 2018. The outbreak of the epidemic in the epidemic in 2020 did not sound the filing of our TV animation and enthusiasm. In 2020, the number of TV animation filing in my country reached 571, an increase of 101 from 2019. The TV animation distribution is consistent with the record. From 2007 to 2017, the number of TV animations and the changes in the number of TV animations in my country. From 2007 to 2011, the number and time of the production and distribution of TV animations in my country increased year by year. 2011 was the peak period for the production of television animation in my country. The phenomenon of decline began in 2012. In October 2013, the State Administration of Radio, Film and Television promoted the peak of my country’s TV animation launch time in 2014, which was “broadcast at least 30 minutes a day” on the National Star TV Channel. The production of TV animation began to explore new roads, and from the pursuit of the number of pursuit of quality and efficiency, the number and length of issuance in 2014-2017 have declined. since the year of 2018, affected by the overall improvement of the Guoman market, the number of domestic animation production in my country has begun to rise. In 2020, the total number of domestic TV cartoons has reached 374, a year -on -year increase of 23%, and the launch time is 116,700. minute. The box office improvement of animation movies In animation and movies, from 2015-2020, due to the overall pursuit of the number of Chinese animation industries to pursue quality and efficiency, the overall number of domestic animated films showing a decline, plus the epidemic situation Influence, only 14 animation movies were released in 2020. The box office in my country’s domestic animation film has gradually improved in recent years. The animation film market is no longer occupied by imported animations. The Return of the Great Saint “won the box office of 956 million yuan. In 2019, the box office of” The Demon Children of Nezha “exceeded 5 billion, which directly drove 7 billion yuan in the box office of my country’s domestic animation film in 2019, accounting for the proportion of the total box office of my country in China. From 6.9%last year to 16.9%. Affected by the epidemic in 2020, the total box office of domestic animation films was 1.6 billion yuan, but the proportion of box office was still as high as 15.6%. 2015-2020, although the overall number of domestic animated films showed a downward trend, the average box office of a single film in 2019-2020 did not decrease from previous years. “The high box office, the average box office of my country’s domestic animation films reached 260 million yuan, and in 2020, it was 110 million yuan. It data refer to the “Analysis Report of the Planning Forecast and Investment Strategic Planning Planning of China’s Animation Industry” in the Foresight Industry Research Institute.
The development of the animation industry is currently there is still a certain gap compared with the developed countries such as the United States, Japan and South Korea, and there are still many things that need to be adjusted. Judging from the difficulty of profitability in Baidu’s early animation industry, the animation industry now uses the method of creating an animation IP to tap the animation of traditional Chinese culture and create an image of traditional Chinese culture. Commercial industrial chain. In the construction of animation IP takes time, and the development of the animation industry is as well as long -term value in the long run. For example, the Kakahu animation IP launched by the Chimelong theme Park, after a long accumulation process, the animation IP has derived the original technology cartoons “Kakahu Big Adventure”. For the animation industry, it is equivalent to a tree. After growing the main branches, it will slowly produce branches.
First, the environment for promoting the prosperity of the animation industry can be said to be formed, but the small environment still needs to be cultivated and developed.
The film and television animation, as a cultural industry, can be said to be unique. It has the characteristics of high internationalization, wide consumer groups, large market demand, long product life cycle, and high value -added. The development of the film and television animation industry is of great significance to prosper the outstanding national culture and meet the spiritual and cultural needs of the people, especially the spiritual and cultural needs of the people. It is also an important measure to adapt to the cultivation of economic globalization and form new economic growth, promote the development of film and film and television industry, and promote the stronger and bigger Chinese cultural industry.
The indisputable facts since 2004 are paying attention to more and more people at home and abroad, that is, the policy environment of the revitalization of the Chinese animation industry has undergone exciting changes. Let me give me a few simple examples:
On May 10, 2004, General Secretary Hu Jintao specially emphasized at the country to strengthen and improve the conference of minor ideas. In a good public opinion environment, we must implement a high -quality strategy, provide more and better cultural products and cultural services for minors, to form a social atmosphere of respect for minors, care about minors, help minors, and grow them healthily. , Development into talents.
The State Council mentioned in the 2004 State Council ’s work conference on strengthening the ideological construction of minors that it is necessary to actively support the shooting, creation, production and broadcast of domestic cartoons, and gradually form animation that adapts to the characteristics of minors. In the series, in March 2004, the State Administration of Radio, Film and Television held a national film and television animation work conference in Beijing. It can be said that this meeting was called a milestone meeting by many cities in the industry. The ideas and measures to promote the development of the animation industry in my country have been described in depth. After the meeting, 24 articles were officially issued, namely several opinions on the development of my country’s film and television animation industry. This document became a policy guidance document for the development of the film and television animation industry in my country.
Recently, on April 25 this year, the State Administration of Radio, Film and Television specially presented a report on the development of the domestic animation industry to support the development of the domestic animation industry. The special team has launched the work, clearly proposed to study and formulate the support policy of the domestic animation industry, build a shared technology platform, encourage original activities of animation works, increase the protection of intellectual property rights, purify the market environment of the animation industry, accelerate the training of talents in the animation industry, and strengthen the talent training of the animation industry, and strengthen Coordination, mutual support and other work points. In this context, China’s animation industry can be described as a new stage of development for more than a year. It can be said that at such a stage, I think that there are five iconic events in this stage, which not only affects the current, but also It will affect the development of China’s animation industry in the next 10 years. Let me briefly talk about these five things.
The first, the construction of the platform. One year ago, it can be said that a big bottleneck that restricts the domestic animation industry is a lack of sufficient broadcast platforms, but now the Beijing Animation Channel, Shanghai Hyun Dynamic Cartoon Satellite TV, Hunan Elite Cartoon Satellite TV. On the 10th, October 28th, it was launched on December 26. It became an important channel for animation works after the Children’s Channel of CCTV. As of July 15, 2005, there were a total of Central and 17 provincial television stations. A total of 29 children’s channels have been broadcast one after another for sub -provincial television stations and three prefecture -level TV stations, of which 23 children channels were founded in the past year. In addition, there are two paid children’s channels. On the children’s column opened by the TV station, 258 prefecture -level TV stations opened the children’s column. According to incomplete statistics from the national TV station, there are nearly 200 special animation columns. The construction of all these broadcast platforms has effectively expanded the market demand of domestic cartoons, driving prices, and building domestic animation. The broadcast platform of the film is in the current high threshold investment period of domestic cartoons. The establishment of this broadcast platform also has a vital role in promoting the establishment of original production brands, expanding the needs of the animation market, and pulling animation creation and production.
The establishment of the industrial teaching and research base. The creation and production of domestic animation works plays a basic and important role in the entire animation industry chain. Therefore, the State Administration of Radio, Film and Television is weak in the current animation industry of my country’s current animation industry, and the number and quality of the works cannot meet the needs of the broadcast. Group, China Film Group, Shanghai Hyunal Cartoon Cartoon Satellite TV Media Entertainment Co., Ltd., Hunan Elite Cartoon Co., Ltd., Changzhou Film and Television Animation Industry Co., Ltd., Hangzhou High -tech Technology Development Zone Animation Industrial Park, Southern Animation Program Joint Production Center, etc. Grade animation production base. Practice to produce more domestic animation products with advantageous talent creativity, equipment, funds, etc. Then strive to create the industry chain of domestic animation. Drive the rapid improvement of the national film and television animation industry. At the same time, four of the Communication University of China, the Beijing Film Academy, the Jilin Academy of Arts, and the Chinese Academy of Fine Arts were the national animation education base. I hope to cultivate comprehensive animation talents with innovative capabilities to the market, future, and international ability to master high -tech artistic accomplishments. In June this year, the State Administration of Radio, Film and Television has named Shenzhen animation production company, Dalian High -tech Industrial Park Animation Industrial Park. Film Group Co., Ltd., Jiangtong Animation Co., Ltd. and other places have set up a second batch of national animation bases. In September 2005, representatives of various national animation bases reached the development of the Chinese animation industry with the theme of revitalizing the Chinese animation industry. Discuss how to speed up the development of China’s animation industry, explore how to shape the Chinese international animation industry brand, enhance China’s original animation capabilities, enhance the international competitiveness of the Chinese animation industry to broaden the channels of communication and collaboration, and to further solve the industry, entries, interests, etc. The sufficient independent operation of the problem has laid a new foundation.
third, the holding of the International Animation Festival. In recent years, everyone knows that the domestic animation market has gradually heated up. The hosting of the International Animation Festival with a good platform for the domestic and foreign animation industry to display, communicate, cooperate, and develop. It can be said to be a wise move. Moreover, in recent years, the domestic animation festival exhibitions have emerged endlessly. In June this year, the first National Animation Festival held by the State Administration of Radio, Film and Television held in Hangzhou was opened. Follow and participate. The theme of this Chinese Animation Festival is based on the theme of the Anime Capital Fashion Festival. Through the government -led, social participation, and market integration methods, it highlights the characteristics of Chinese cards and internationality. On the week, the cartoon image cruise activities, the classics of Chinese, Japanese, Korean fashion animation classics, and talent recruitment conferences have already signed a series of activities.
The future from the United States, Germany, Japan, South Korea and other countries, as well as inland Hong Kong, Hong Kong, Taiwan, and Taiwan to engage in animation production, extended product production, interactive entertainment, publication, distribution, telecommunications, operation, migration, value migration value , Value -added services, financial investment and other industry exhibitors have gathered together to carry out exhibitions of animation products, create art discussion, and product exchanges and cooperation.
If experts believe that the anime industry expo in the Anime Festival is the largest and most successful animation expo in Asia in recent years. During the period, there were more than 700 booths, and the audience exceeded 120,000, and the on -site cooperation intention was about 3 billion yuan. In addition, the industrial information conference signed 23 items, with a cooperation amount of 250 million yuan. In the future, the State Administration of Radio, Film and Television will hold such a large international animation festival every year, in order to create a cultural atmosphere that is conducive to the stronger and bigger of the Chinese animation industry through the leverage of the International Animation Festival, promote Chinese animators, and strive to reduce the Chinese animation industry and the world level. The gap between the existence is to do brand originality with an open mind, the mechanism builds the exploration of the industrial chain operation of the mechanism, and truly forms the development of market development to promote the development of competition, so as to promote the aggregation and innovation of talents.
Fourth, the implementation of the license system. On January 7, 2005, the State Administration of Radio, Film and Television issued a notice of the State Administration of Radio, Film and Television on the domestic TV cartoon issuance license system. Since January 20, 2005, the state has begun to implement the domestic TV cartoons issuance license system. A very important measure.
The content of this move includes. Let me briefly say that the domestic cartoons produced by local units were reviewed by the provincial radio and television management agency, and the FSW producing cartoons issued permits. At the same time, the State Administration of Radio, Film and Television will implement the issuance of the issuance permit filing system, and the issuance of the provincial issuance will be reported to the State Administration of Radio, Film and Television on the first week of the month on the first week of each month. Domestic animation films were issued by the State Administration of Radio, Film and Television, and issued a film screening permit. Standardize the production, playing and distribution of film and television cartoons. It can be said that this move not only ensures the quality and level of film and television cartoons from the source, but also favorable to promote the standardized management of industrial development, effectively reduce the phenomenon of disorderly competition and blind investment in the past, promote and guarantee and guarantee it. The healthy development of cartoons.
Fifth, the introduction of the recommendations of excellent works. Since January 1, 2005, the recommendations of the Outstanding Domestic Animation Film of the State Administration of Radio, Film and Television have begun to implement the country in the country. It can be said that this is another guidance for the artistic creation of domestic cartoons to effectively promote the domestic cartoon boutique project. Measures, so far, the State Administration of Radio, Film and Television has recommended more than 40 outstanding domestic cartoons completed by different production institutions. Adventures; the second batch of Tang poetry stories, “Urban Times”, “Big Hero Di Qing”, “Blue Cat Naughty Three Thousand Questions”, “Baby Daughter Good Mom”, “Learn ABC in 10 Days”; the third batch of recommended recommendations There are works such as “The Boy of the Sky”, “Hi Yangyang”, “Big Gray Wolf”, “Dongdong” and other works. It can be said that the types of recommended themes are not limited, and they all have certain ideological, artistic and ornamental. It is not difficult to imagine that these works will create a stronger anime cultural atmosphere for the majority of anime audiences across the country, become the spirit of promoting the spirit of the Chinese spirit, the cultivation of the aesthetic taste of the Chinese audience, and creating the leading work of Chinese original brands.
I I would like to talk about my own thinking about the development of the next stage of animation.
. The five key links that drive the animation industry in my country:
1. Building an effective channel operating mechanism.
It should be said that the launch of the star animation channel is a breakthrough in my country to build a domestic cartoon broadcast system. The three animation on the star channels that have been launched in the past year is very good, but the exploration and broadcast platform The benign operating mechanism still needs to be at the time of time, nor is it unilateral thing that channel operators. I think the current benign operating mechanism of further exploring the channel needs to achieve two key breakthroughs: First, to further break through the habitual thinking of the low and younger positioning of the audience, , To create the viewing positioning of audiences at different ages. We are glad to see that, except for Children’s Channel of Central Taiwan, the other three animation channels have positioned ourselves as a full -age channel. For example, Beijing Animation is adults after 21:30, Shanghai Hyun Downship is set up at 20:30 to 15 to 45 years old, and Hunan elite cartoon is set to the full age service positioning from 17:30. But we think this is just the beginning. The next stage of the creation of loyalty to ratings will become the focus of various channels. It will make every effort to create loyalty. Whoever loyalty is high will win the favor of advertising dealers with awareness of the audience. The second is to further break through the rating of domestic films. It is better to introduce cartoons. We saw that the Nezha made the sea produced by CCTV this summer was broadcast again. The key to the rate of rate lies in the quality of the program. The boutique road of domestic cartoons is imperative. The operation practice of a year of broadcasting platforms has revealed that we are broadcasting and opening the animation market to meet China’s national conditions. A proactive and active attitude involved in the practice of production, planning and promotion of domestic boutiques. By broadcasting the construction of the platform, the operation of the platform is broadcast, and the market pulse of the quasi -audience will be further produced, which will give birth to the mass production of Hai domestic boutique.
2. Explore the feasible product profit mechanism.
The voices in the industry are constantly echoing. On the one hand, the producer continuously proposes that the price of the purchase of the film source is too low. Ten, in addition to the very complete enterprises in the development of individual products, most production institutions are difficult to support normal enterprise production. On the other hand, the voice of the broadcasting agency is repeatedly emphasized that it has not yet completed the original accumulation and has not grown into a strong channel. Now it is difficult to increase the purchase price. But we also found that there is another voice that is repeatedly discussed in the industry, that is, everyone is more surprised or shocked or happy to talk about some movies for 100 yuan per minute, and some films sell for a thousand yuan per minute. Recently, the information of the hot theory is that CCTV’s price of more than 1,000 yuan per minute has acquired Jiangtong’s cartoon “The Eight Rings in the Sky”. I think this kind of information is worthy of attention. At present It is time for animation products to make a profitable mechanism. Experience at home and abroad shows that now isolated simply through the sales and broadcast of cartoons, which can not be established. Moving cartoons with cartoons may be a dead end. It should include a series of links: cartoons, television, movies, books, audiovisual products, toys, and further extending to the transfer and franchise of intellectual property rights such as publishing companies, toy manufacturers, and so on. It can be said that whoever enters the coordinated and supporting development field of these series of links may take the lead in grasping the risk of investing in investment, accelerating the return of funds, and then realizing the initiative of profitability. We must also see that the modern animation industry combines online games, Internet, personal digital processing systems, mobile communication and other high -tech means so that the role of animation has entered some new fields. At present, cartoons have been expanded from new interactive fields such as animation TV and movie films to animated short films, online animation, animation advertisements, animation songs, mobile animation MMS, mobile phone cartoons, mobile phone cartoons, etc. This is where we must further expand our career.
3. Improved pragmatic talent training mechanism.
In our survey, we found the current status of Chinese animation talents: First, the number of talents is scarce, such as the Shanghai Fine Arts Film Studio, there are more than a dozen cartoon directors. More than 50 years old, behind these old directors’ admiration spirit, the talent crisis of the Chinese animation industry is lurking. According to the statistics of the Cartoon Art Committee of the Chinese Artists Association, the demand for professional talents in the national animation industry should be 150,000. At present, there are only about 10,000 practitioners in the national animation industry. This number is only one -third of South Korea. This kind of lack of talent can be said to be an important reason for the current development of my country’s animation industry. Second, the level of talent is uneven. It can be said that the lack of talents not only indicates that in the lack of quantity, but also in terms of quality, that is, high -quality talents are now minimal. The composite talents are seriously lacking. The overall quality of the personnel is required to reach a certain degree of balance, so if the quality difference between the personnel is very different, it will inevitably affect the quality of the entire work. Especially for the cultural industry, the content is the soul, as is the animation industry. Its success must be based on very mature animation planning, plot compilation, marketing, and currently in these three aspects. Essence Show a national shortage, that is, animation planning, plot compilation and marketing.
. Therefore, it is found that the use of a large number of excellent animation talents on the road of revitalization of Chinese animation is a key factor in accelerating the development of the development of China’s animation industry and transforming the basic dependence of our animation industry.
In statistics, in 2002, there were only about 30 colleges and universities in China that had an animation industry. We are very happy to see that in 2004, there were 100 colleges and universities in China. The future of China’s animation industry has brought great hope, especially the establishment of four national animation teaching bases. It is believed that it will accelerate the pace of scientific research and teaching reform of the animation industry.
4. Establish a scientific market evaluation mechanism. The scientific market evaluation mechanism is an important part of the formation of a high -quality market atmosphere. The assessment of the animation market not only reflects the development status of the national animation market, but also provides comprehensive and accurate reference data for animation production and production institutions, research departments, broadcast platforms, and advertisers. We have further studied the necessary prerequisites for market development international markets. Generally speaking, the animation market evaluation system should be composed of three aspects: market research, expert opinion and industry evaluation. It is important to emphasize that the animation market research is a complex system research topic. At present, we particularly need to penetrate every link of the animation industry chain, find out some family members of domestic animation, find out the copyright derivative products of the flat publishing, audiovisual products and video games, cultural life consumer markets, tourism digital technology products, exhibition industry, and exhibition industry Some basic digital conditions of the education industry. On the basis of these digital information, comparing, research, summarizing experience, and summary lessons with international developed animation countries to further provide a reference for our decisions and plans.
5. Implementing the interactive mechanism of market promotion with cultural development.
It can be said that the process of watching film and television animation is not only the entertainment experience for the audience to debug the body and mind, but also they experience the world’s cognition and aesthetic experience through animation works. The audience of animation film and television is not only the main body of the animation film and television market, but also the main consumer of animation cultural products. Therefore, we are committed to building a scientific channel operation mechanism, exploring scientific product profitability, improving the scientific talent training mechanism, and establishing a scientific market evaluation mechanism and other animation market promotion work. Interactive, market -promoting strategic awareness. Efforts to create a healthy animation culture consumption atmosphere for audiences of different ages.
I cannot deny the interaction of economic strength and cultural influence. It is a basic reason for the Japanese animation industry to expand at the speed of world attention. The development of Japanese animation has shown that various mass media are promoting the animation atmosphere to promote the animation atmosphere. In the process of the animation market, it is always in the key position of the central link, and play a leading role in formulating the direction of the animation industry and the continuity of the animation.
. From the perspective of the animation broadcast system, the adjustment of the Japanese animation period and the positioning of the content of the content provided a guarantee for successful occupation of the audience. In the choice of diverse and rich animation culture, the Japanese people have developed the psychological habits of animation consumption behavior and animation appreciation since childhood, and accumulated the memory of personal growth, affecting the cultural lifestyle of the whole family and even offspring. In turn, the consumption, interest and influence of popular culture have promoted the continuous expansion and refinement of the animation market.
It can be said that the value of group anime culture has continued to change in the media environment, sublimated to a unique cultural landscape in Japanese society, and promoted the strong advancement of Japanese animation as a leading cultural industry. Essence In the investigation, we found that in Japan, it can be said that the animation culture is deeply rooted in people’s hearts, and the interoperability of the animation culture and the animation economy is very intriguing. The rise of a cultural industry is inseparable from related social and cultural soil. In short, in terms of the development status of my country’s animation industry, it can be said that the situation is good and inspiring. At the same time, we should also see that the development status of my country’s animation industry has a large gap compared with the developed countries such as the United States, Japan and South Korea. Go to adjust the solution. We must continue to face new challenges to the new test of the international animation industry in controlling the development of the industry, but I believe that the animation industry of our nation will definitely achieve great development with the joint support and efforts of everyone. Let us look forward to the new spring of the Chinese national animation industry. Thanks!
The main listed companies in the animation industry: At present, listed companies in the domestic animation industry are mainly: Aofei Entertainment (002292), Huaqiang Fangte (834793), Dinglong Culture (002502), etc.
Colidal data: The number of records, the number of releases, the number of animation films, and the box office of my country’s TV animation filing.
In recent years, the number of TV animation distribution and filing in my country has increased, and the box office of animation movies has increased significantly. Many films such as “The Demon of the Wheels of Nezha” have achieved good results. On the whole, the current animation industry in my country is better, and the development momentum of domestic animation is strong.
The number of TV animation distribution and filing increases
From the perspective of the filing, from 2007 to 2011, the state adopted a policy support of tax preferences and subsidies. In 2010, the number of TV animation filing reached 601.
2013, the state reduces subsidies to enterprises, while actively encouraging animation original enterprises to attach importance to product quality. my country’s television animation production industry has begun to explore new roads. It showed a downward trend and did not start until 2018.
The outbreak of the epidemic in the epidemic in 2020 did not sound the filing of our TV animation and enthusiasm. In 2020, the number of TV animation filing in my country reached 571, an increase of 101 from 2019.
The TV animation distribution is consistent with the record. From 2007 to 2017, the number of TV animations and the changes in the number of TV animations in my country. From 2007 to 2011, the number and time of the production and distribution of TV animations in my country increased year by year. 2011 was the peak period for the production of television animation in my country. The phenomenon of decline began in 2012. In October 2013, the State Administration of Radio, Film and Television promoted the peak of my country’s TV animation launch time in 2014, which was “broadcast at least 30 minutes a day” on the National Star TV Channel. The production of TV animation began to explore new roads, and from the pursuit of the number of pursuit of quality and efficiency, the number and length of issuance in 2014-2017 have declined.
since the year of 2018, affected by the overall improvement of the Guoman market, the number of domestic animation production in my country has begun to rise. In 2020, the total number of domestic TV cartoons has reached 374, a year -on -year increase of 23%, and the launch time is 116,700. minute.
The box office improvement of animation movies
In animation and movies, from 2015-2020, due to the overall pursuit of the number of Chinese animation industries to pursue quality and efficiency, the overall number of domestic animated films showing a decline, plus the epidemic situation Influence, only 14 animation movies were released in 2020.
The box office in my country’s domestic animation film has gradually improved in recent years. The animation film market is no longer occupied by imported animations. The Return of the Great Saint “won the box office of 956 million yuan. In 2019, the box office of” The Demon Children of Nezha “exceeded 5 billion, which directly drove 7 billion yuan in the box office of my country’s domestic animation film in 2019, accounting for the proportion of the total box office of my country in China. From 6.9%last year to 16.9%. Affected by the epidemic in 2020, the total box office of domestic animation films was 1.6 billion yuan, but the proportion of box office was still as high as 15.6%.
2015-2020, although the overall number of domestic animated films showed a downward trend, the average box office of a single film in 2019-2020 did not decrease from previous years. “The high box office, the average box office of my country’s domestic animation films reached 260 million yuan, and in 2020, it was 110 million yuan.
It data refer to the “Analysis Report of the Planning Forecast and Investment Strategic Planning Planning of China’s Animation Industry” in the Foresight Industry Research Institute.
The development of the animation industry is currently there is still a certain gap compared with the developed countries such as the United States, Japan and South Korea, and there are still many things that need to be adjusted. Judging from the difficulty of profitability in Baidu’s early animation industry, the animation industry now uses the method of creating an animation IP to tap the animation of traditional Chinese culture and create an image of traditional Chinese culture. Commercial industrial chain.
In the construction of animation IP takes time, and the development of the animation industry is as well as long -term value in the long run. For example, the Kakahu animation IP launched by the Chimelong theme Park, after a long accumulation process, the animation IP has derived the original technology cartoons “Kakahu Big Adventure”. For the animation industry, it is equivalent to a tree. After growing the main branches, it will slowly produce branches.