U.S. capital and production, grafting the Chinese theme, the success of this summer it will only create a Chinese martial arts, play American grimace Panda “Bao.” Animated film “Kung Fu Panda” swept the world, Qin Xia high box office, but also once again demonstrates the power of China’s animation and the gap between Europe and America.
As the 21st century the most “money scene” one of the creative industry cheap five fingers , animation industry worldwide billions of public audiences and derivative products to consumers. Around the world, the world is the United States and Japan had the world. Throughout the United States, Japan, Korea and other animation power, the animation industry contribution to national economies can not be discounted, momentum is also aggressive, and its entertainment and cultural products as an important platform and output values of the effective dissemination of their carrier.
In China, the status quo is worrisome. According to statistics, foreign movies in China, once a record 90% market share. Broadcast domestic animation market, after years of weakness, not to mention its derivatives. A survey showed that: China’s 20 children’s favorite cartoon characters, there are 19 from abroad; up to 80% of Chinese youth, the most respected Japanese animation.
From the “Princess Iron Fan” to “Monkey King”, China has created brilliant animation. At present, China’s pace of development called the animation world, the number of Chinese animation production has exceeded 2.2 million minutes, employing more than 200,000. In the strong policy support, “Goat and Big Big Wolf” and other Chinese animation quality also come to the fore. But take China a long time film and television, books, toys, games seven Japanese and Korean animation is still the world and European animation. Cute cartoon image of the domestic, the lack of a sense of humor, exaggeration, the story old-fashioned, more from the myths and legends, historical stories in the drawing, the Chinese animation industry for many years plagued the old problems still not much changed. At the same time, the new situation resulting from new industrial hardship also be coming.
– Chain “break.”
The global animation industry and related derivatives annual output value of more than $ 400 billion. This depends entirely on mature animation industry chain model, namely: animation production – animation broadcast – the development of derivative products – derivative products sales – revenue – reproduction. In Japan, an anime first serialized in comic way and readers to meet, in order to become accredited monograph published works; further access to popular works, will be adapted into film, games, and then develop a variety of derivative products. United States is taking the path of development of Disney-style: animated film, relying on open market, thereby derivative product development, royalties and other income received. Chain from low-cost part of a gradual transition to high-cost areas, customer loyalty, the value of copyright in the process increasing the risk is diminishing. But in China, the industry segment is concentrated in the “animation” and “television” two areas, the chain was “broken” state. From the perspective of the proportion of funds allocated, most of the money invested in the use of pre-and medium-term, post-funding, especially in product development, brand licensing and other aspects of the meager investment, or even zero, resulting in very limited influence on the product.
– Lack of profitability point
Animation industry’s largest profit-making point, not selling television rights, but rather open and the production of derivative products. Who is the successful development of derivative products, who will dig into the animation industry “gold.” United States, Japan and other countries a strong animation industry, animation with sound market-oriented operation system is not unrelated. At present, China’s animation industry, a major common problem: the links between enterprises is not to establish a good win-win business model, which leads to various aspects of the upstream and downstream out of touch. In recent years, but the color of domestic animation cartoon books, Comic Con and the readers of these direct forms of low-end products, industrial upgrading and staying power. Coupled with foreign animation monopoly on the domestic market, a number of factors have led to film and television production, broadcasting, audio and video, cartoon, network, and a series of derivatives market loss, the annual direct losses of several billion dollars. Market slide, “the rich do not want to shoot, talented money shot” of the vicious cycle of the abyss. Previously, the company invested 10 million on Avanti’s “prairie rats”, traveled hundreds of TV stations nationwide, only 15.6% of their money back, is fresh example.
– Lack of creativity
1998 Disney adaptation of “Mulan” in 2008, DreamWorks released “Kung Fu Panda”, a stranger wandering the face of domestic animation is always a question: how in the anime culture label affixed to the real China? As we all know, China has been adhering to the cartoon creation “edutainment” purposes, and have achieved some success, but in the process, there have been errors on the animation market positioning, that cartoon is “child’s world.” . In addition, tend to be stereotypes, lack of creativity, emphasis on education, the characters dull, theme first, and so on, a series of Chinese animation industry criticism of flawed people are in urgent need of an innovation from start to finish.
An animation design director bluntly: “In the domestic market, animation design, no creativity, only the production. An excellent animation designer annual salary of 10 million -30 million, but a price not ‘goods’.” The lack of creative talent, and the domestic animation education model rigid, out of touch with reality, excessive emphasis on technical training, training of great originality overlooked association. Create a complete animation production for creativity training system, has become China’s cartoon out of the creative fence required course.
In recent years, the Chinese government stepped up efforts to support the animation industry. The state has issued a series of relevant documents, introduced supporting the development of policies to protect and support domestic animation. “China’s animation industry on the promotion of a number of Opinions”, strive to 5 years to 10 years, making China one of the world animation powers. To achieve this, animation industry embarked on the road of industrialization is the inevitable choice.
This is, no exceptions and abroad. United States, Japan, South Korea, although the success of their own characteristics, but the original aim, have benefited from a high degree of industrialization. For example, the United States is taking the big animation planning, large input and large output and large-market roads. Similarly, China’s animation industry to achieve the small to big, from weak to strong, to lay the turnaround, the current must take a good few steps: First, the animation as an industry, in addition to hardware, facilities should have sufficient technical reserves and related peripheral industry support, must establish a comprehensive and complete and scalable technology and personnel system to meet the industry’s depth. Second, the government investment in the animation industry should be “rigid-flex”, in addition to the hardware investment, but also to increase the “soft infrastructure” – knowledge, data, resources and personnel investment in innovation, current, echoed this demand more urgent .
