Key words: market operation mode of animation industry
Animation industry refers to the development of two-dimensional and three-dimensional animation, network animation, film and television animation, game animation and derivative products with design, production, production, sales and personnel training as the industrial chain. It is a new industry with a high degree of combination of culture, art and modern science and technology.
1. Development of foreign animation industry
USA: The animation works, scale and industry all originated from the United States. After Disney created the miracle of animation and formed its animation kingdom, several major film companies have devoted themselves to animation, creating a number of entertainment predators based on animation, such as Saban, DreamWorks, CARTOON NETWORK and so on. In the late 197s, television gradually became the mainstream media, and the demand and production of cartoons rose sharply. Using its capital advantage, American animation industry has rapidly expanded animation production to all parts of the world, and in the process, it has formed a complete industrial cooperation chain from animation creation, animation planning to animation investment, production, production management, outsourcing processing, publishing and distribution, and derivative product development. American cartoons have even become the vanguard of American culture. Whether in Japan, Europe, or the politically hostile Middle East, Cuba and Africa, cartoons have become American cultural business cards. When Japanese animation was surging, it failed to shake the dominance of the United States in animation production. By 22, the output value of American animation accounted for almost half of the global market, reaching $31 billion. In recent years, especially after "911", the American animation market has been depressed with the whole entertainment industry, and TV animation has shrunk rapidly under the unprecedented pressure brought by the rapid rise of animation industry from Japan and other regions. Under this circumstance, the structure of the American animation market has been greatly adjusted, and it has paid attention to the development of cinema animation and achieved great success. Looking at the successful American animation works in recent years, such as Toy Story, Shrek, Finding Nemo and Shark Story, all have extremely high box office receipts, which makes the United States remain at the top of the animation industry. At the same time, with high technology and high investment, the United States has raised the threshold of competition and reduced the investment risk. This model has become a magic weapon for American animation films to win. However, the TV animation market is gradually occupied by the animation industry in Asia.
Japan: In 23, the Ministry of International Trade and Industry of Japan released a news that surprised the whole world: in 22, the export value of Japanese animation to the United States reached 4.3 billion US dollars, four times that of Japanese steel exports to the United States. Japanese animation originated in 195s, and its first work was China's classic literary theme "Legend of the White Snake", which was released in 1958, thus creating the history of Japanese animation. The success factors of Japanese animation industry: First of all, Japan has a mature cartoon market, and its consumers are a wide group from children to adults. Adapting the cartoon theme into an animated script not only has a small investment and quick results, but also greatly reduces the risk of the animation market based on the popularity of the cartoon market. Therefore, from the topic selection, Japanese animation mainly focuses on comics, especially successful comic works. The narrative features of animation and the expressive techniques of movies enrich the story and visual impact of the works, which is also the most attractive place for young audiences in China. Perhaps many people still don't know that many film and television masterpieces that are popular all over the world today, such as The Matrix and The Lion King, are all from the prototype of Japanese animation creation, which shows the creative strength of Japanese animation. Secondly, Japan's developed electronics industry promotes the manufacture and popularization of TV sets, and also provides a huge development space for animation. Different from movie animation, TV not only puts forward huge demand for animation program content, but also the unprecedented prosperity of TV advertising industry provides huge financial support for animation. The all-round development of the business model makes the TV animation industry change from the development of toy products based on animation to the animation production led by toy products, that is, the core changes in value. In the process of China animation's transformation from government investment to marketization, this change is particularly worthy of attention.
Korea: Korean animation industry originated in the late 197s, and started as a processing film for Japan. Because Koreans are persistent and strive for perfection, the animation processing level has been continuously improved. After the mid-198s, animation processing in North America and Europe began to move to South Korea. After the 199s, South Korea's animation industry attracted one third of the world's animation processing. In 21, South Korea's animation output jumped to the third place in the world, second only to the United States and Japan. In 23, the sales of Korean animation was 32 billion won, and the total market size was 77 billion won (about 27 million US dollars), accounting for .4% of the world market (73.6 billion US dollars), and it was exported to overseas for 8-1 million US dollars every year. Although the Korean animation industry has a small market share in the world from the data point of view, the Korean animation industry (especially the animation industry) has a strong development momentum and has formed some characteristics of its own. South Korea's animation production mechanism has gradually changed from "centralized system as the center" to "individual production as the center". Technically, we pay great attention to learning from the experience of developed countries such as Japan and the United States, innovating in learning, and combining animation production with our own advantageous industries, such as combining animation production with network technology, and rapidly expanding from 2D-centered production methods to Full 3D, 2D&; 3D synthesis, and the rapid development of digital animation such as Flash on the basis of IT. In the investment mode, Korean animation has also formed a variety of investment portfolios, such as venture capital, government investment and private investment. At present, South Korea's animation industry strategy focusing on digital technology has achieved good results. In 23, the animation export volume was 1 billion won. With this development momentum, South Korea will achieve the goal of 1.7 trillion won in animation export volume by 27.
2. General situation and development potential of animation industry in China
The animation industry in China was once brilliant for a period of time, and there were such good works as Making a scene in Heaven, Three Monks, Mudi and Little Tadpole Looking for Mother. Unfortunately, we were a little behind the times after 198s, and for a long time, China became a cheap processing factory for foreign enterprises. Now, the United States, Japan and South Korea have gradually moved their processing bases to cheaper South Asia, and the vast industrial market of 3 million children in China has become the object of their competition. Facing the economic and cultural invasion of the United States, Japan and South Korea, the State Administration of Radio, Film and Television has formulated a series of relevant policies to support the development of local animation in China. In 23, the animation industry economy was predicted by the Ministry of Information Industry as a new economic growth point in China in the future, and it is one of the most developed new industries in China. In the same year, the animation industry was listed as a key cultural industry supported by the State Administration of Radio, Film and Television. The state has successively promulgated the Development Plan of Film and Television Animation Industry during the Tenth Five-Year Plan, Notice on Strengthening the Introduction and Management of Cartoons, Several Opinions on Developing China's Film and Television Animation Industry, Specific Measures for Promoting the Development of China's Animation Creation, and Notice on Some Tax Policies to Support the Development of Cultural Industry in the Pilot of Cultural System Reform. In September 25, the National Animation Industry Support Policy Drafting Group was established to encourage The State Administration of Radio, Film and Television requires TV stations at or above the provincial level to set up animation channels or columns, and to broadcast more than 6% of domestic cartoons and stop broadcasting foreign cartoons with toy development. Many local governments have also seen the potential market for the development of animation industry, and have established animation industry bases and animation education bases under the guidance of the government. Up to now, animation education bases such as Beijing Film Academy, Beijing Communication University, Jilin Animation Institute and Zhejiang China Academy of Fine Arts have been established. Established an animation industry base centered on Beijing, Shanghai and Hangzhou.
unfortunately, at present, the domestic animation market is in a state of deep hunger and thirst, and the market supply is far from meeting the demand. Among the hundreds of online games operated and tested at present, the domestic independent research and development rate only accounts for 25.7%; In the cartoon market, the market gap is more than 1 times the supply. The domestic cartoon market demand is at least 268, min, but the total output is only 29, min, and most enterprises are "out of the box", mainly processing cartoons from Japan, South Korea and other countries. In 23, the output value of China's domestic computer game industry was less than 4 billion yuan, and there were only 1 enterprises engaged in the development and operation of online games, with 4 million game users. The output value of animation industry is 3 billion yuan; The income from value-added services such as SMS and games was 156 billion yuan. Therefore, the value-added space of animation industry in China market is huge, which is not difficult to understand, and the enthusiasm of local governments in promoting animation industry; In March 25, Beijing hosted the "First China Animation Festival"; In June 25, Hangzhou, Zhejiang Province hosted the "First China International Cartoon & Animation Festival"; In August 25, Guangzhou hosted the "Guangzhou Second Animation Festival"; In September 25, Wuhan held an animation carnival and so on. However, the huge market is also facing huge problems. Because the domestic animation industry is in the transition period from a planned economy to a market economy, the low purchase price of the broadcasting market and the high production cost form an irreconcilable contradiction: the production cost of "Lotus Lantern" is 14 yuan /min, while the purchase price of CCTV is 5 yuan /min. The business model centered solely on the broadcasting market is the reason for the stagnation or even shrinkage of domestic cartoon production. Therefore, the development of animation industry should be a multi-level three-dimensional business model, not just focusing on the broadcasting market. Around the broadcasting of animation, books, audio-visual markets and corresponding brands of clothing, toys and cultural goods can be developed. At present, the best cartoon in China is "Blue Cat Series" made by Hunan Sanchen Company, and a series of products have been developed around the cartoon Sanchen Company, involving many industries such as food, clothing and stationery, and making "Blue Cat" a famous brand.
3. The development mode of China's animation industry
Animation industry has been defined as a high-tech industry and a sunrise industry, and an upsurge of establishing an "animation base" is also emerging all over the country. Due to the characteristics of its industrial development, it is determined that the development of animation industry in various places must follow its laws. At the same time, both the United States, Japan and South Korea make full use of their own advantages and characteristics in developing animation industry. Successful examples such as the extensive use of high-tech technology in the United States, Japanese development model based on comic book market, and South Korea's emphasis on personalization and the development direction of network technology are all worth learning from China enterprises. Although the animation industry in China is very hot now, from the perspective of sustainable development, it must be transformed from export-oriented production and processing to original production. Around the transformation of this model, the problems to be solved are: the reserve of talents, the strengthening of prototype creation consciousness and the transformation of industrial system.
The rise of China's animation industry should start from the following aspects: ① The preparation of high-quality talents must rely on education. The scope of talents here includes two aspects: on the one hand, production talents. Beijing, Shanghai, Hangzhou and Shenzhen have established animation industry bases based on the animation majors of Beijing Film Academy, Beijing Communication University, Jilin Animation Institute, Zhejiang China Academy of Fine Arts and shenzhen polytechnic. On the other hand, it is management talents, from the creation, production, dissemination and sales of animation products to terminal service places such as Internet cafes, cinemas and theme parks. This complete industrial chain development must have high-quality management talents who are familiar with the operation rules of animation industry. Because the animation image has the same value as the product trademark brand, once it is successfully operated as a brand, it can enhance the market value of many products such as food, clothing, stationery and toys through authorization, thus promoting the development of surrounding industries; ② There are few original cartoons in China, and the imported products occupy most of the market share. Especially in the field of cartoon games, the development of domestic cartoons is still in the initial stage of learning imitation. We should give full play to the advantages of local operations and promote the animation game industry in China to move from introducing agents to independent development, from learning imitation to independent originality, and constantly consolidate and expand national animation products; Nowadays, most animation enterprises are small and medium-sized private enterprises. How to create fertile ground for the growth of small and medium-sized enterprises, vigorously support the development of small and medium-sized enterprises, create an effective competitive and dynamic market environment, actively cultivate a group of animation R&D and operation enterprises with strong independent innovation ability and market operation ability, build a relatively complete animation industry chain and industrial cluster, and gradually form a new industrial system with relatively complete industrial system and increasingly reasonable structural layout.
Animation is a new sunrise industry in China. How to develop and expand it, how to solve the contradiction between it and education, and how to infiltrate excellent traditional culture into it are the problems that need to be solved for the healthy development of animation.