First, the animation industry background
The development of animation culture industry in China can be divided into four stages: germination, cultivation, growth and rapid development.
1. 1 germination period (1980-1999)
China's animation culture industry started late and its output was low, which did not attract much attention. As early as the 1940s, a few animation works appeared. However, due to the relatively single theme and technology of early animation products, the backward mode of communication, and the lack of awareness of cultural copyright protection in China in the early years, a stable animation audience market did not form at that time. In 1980s and 1990s, the rise and introduction of American and Japanese cartoons cultivated the first audience for China. This part of the audience
Because its concept of animation has a long history, it has a certain influence in the animation group, and it is the key object of investigation in the early days of the company's establishment, which is conducive to carrying out basic business in a targeted manner and grasping core users.
Astro Boy was broadcast on CCTV on 1980, which set off an animation craze. Because of its influence, China began to import a large number of excellent overseas animation works. 1992 China introduced beautiful girl warriors and Altman, and then successively introduced excellent works such as slam dunk master, detective Conan and crayon Shinchan. Under the advocacy of China's characteristic culture, the culture is greatly integrated. While introducing excellent foreign cultures, we should also tell the story of China well and carry forward the excellent traditional Chinese culture. The Return of the Great Sage and Nezha are both animation products under the excellent traditional culture of China. The company also actively spread the excellent traditional culture of China to the outside world in line with social responsibility.
1.2 incubation period (2000 -20 10)
After entering the 2 1 century, with the rapid development of economy, people's cultural consumption demand has increased sharply and their consumption preferences have become more diversified. The state has vigorously promoted the development of cultural industries, and domestic animation industries such as animation and comics have been supported by policies and funds.
At the same time, the popularity of the Internet and the widespread use of smart phones have changed the way of cultural communication, enhanced the intensity of cultural communication and promoted the spread of animation culture. As a result, stable core users began to develop the values of animation, resulting in the corresponding demand for a better life, Wuhan M Printing Company came into being, conforming to the trend of the times.
In 2002, anime garden and POPGO roaming subtitle groups were established.
In 2006, Yao Qi was founded, which became the initial animation exchange platform.
In 2007, AcFun, the first barrage video website in Chinese mainland, was established and became the birthplace of animation culture in China.
In 2009, Li Li was established. Animation communication platform began to develop. In the initial stage, the company will also study outstanding leading companies in the industry as a model of the industry, and at the same time provide services for some neglected market segments.
1.3 growth period (20 10 -20 14)
In recent years, the state attaches great importance to the development of cultural and creative industries. The national "Twelfth Five-Year Plan" outlines that the cultural industry should be promoted to become a pillar industry of the national economy; The Twelfth Five-Year Development Plan for the Press and Publication Industry formulated by the General Administration of Press and Publication further clarifies that "the quantity and quality of domestic animation publishing products should be rapidly improved and the development of animation game publishing industry should be accelerated with the focus on original ideas";
In 20 12, the "Twelfth Five-Year Development Plan of National Animation Industry" issued by the Ministry of Culture included animation products in the plan for the first time. Wuhan M Printing Company responds to the call of "improving cultural soft power" and "becoming a cultural power", hoping to gain a firm foothold in the animation industry with the support of national policies.
Open national policies and generous financial support provide a hotbed for animation culture industry, a new force in cultural and creative industries. In addition, with the increase of "post-80s" entrepreneurial groups, more and more attention and resources have been devoted to the construction of the animation culture industry, and the animation segmentation field has begun to receive attention, and phenomenal products have begun to appear, and the animation culture industry has entered a growth period.
However, due to the short development time of animation industry in China, although it has been promoted by a lot of capital, the shortage of professionals and the uncertainty of profit model still hinder the rapid development of the industry. Since there are problems, it is urgent to solve them and promote development. Wuhan M Printing Company provides an exploration platform. Since there is a shortage of talents, it is necessary to guide the correct development orientation of talents, and the uncertainty of profit model also needs to be standardized.
20 12 Tencent established the "Tencent Original Animation Platform", and Mihayou launched the animated classic shooting mobile game "Collapse Academy 2". The early exploration of these companies provided some reference experience for the establishment of our company. Some market reactions of customers will also become the vane of the industry, guiding us to explore the most potential parts.
1.4 high-speed development period (20 14 till now)
Since 20 14, with the increasing number of outstanding talents in the animation culture industry, the market segments and business models have gradually become clear, the concept of "animation" has entered people's field of vision, and people's views on animation groups have gradually changed.
The label of "animation" is no longer "non-mainstream" and "marginalized", but "youth" and "huge consumption potential". Its main audiences "post-90s" and "post-90s" are gradually maturing and becoming the main force of the society. With the growth of the younger generation, animation culture has gradually become an indispensable mainstream cultural element in society, with great development potential. Our company took a fancy to this market potential and developed, built and improved the platform.
As a representative of emerging cultural industries, animation industry has been strongly supported by national policies in recent years, and it is one of the key industries developed by the Ministry of Culture in the "Twelfth Five-Year Plan" and "Thirteenth Five-Year Plan".
2065438+February 2007, the Ministry of Culture issued the "Cultural Development and Reform Plan of the Ministry of Culture during the Thirteenth Five-Year Plan" to accelerate the development of new cultural industries such as animation, games, creative design and network culture; Support the creation, production and promotion of original animation, cultivate national animation creativity and brand, and continue to promote the formulation and promotion of standards such as mobile phone (mobile terminal) animation; Promote the construction of a national animation industry comprehensive demonstration park.
On April 20 18, the Finance Bureau issued the "Notice on Continuing the VAT Policy of Animation Industry", and implemented the policy of refunding the part of the animation industry that actually exceeds 3%. These policy supports have brought opportunities for the development of the animation industry, and also confirmed that the future development prospects of our company are limitless.
Two. Market size 2. 1 user size
(1) In recent years, the scale of animation users has increased rapidly.
Figure1-12013-2018 the scale of online animation users in China.
The data shows that as of 20 18, the number of online animation users in China reached 370 million, including 65438+75 million and 65438+95 million. The animation users in China are expanding, and the consumption level of animation related products is increasing.
In China/KLOC-0.3 billion population, cartoon users under the age of 25 account for about 40% of the total population, which constitutes a huge consumer market for cartoons and their derivatives.
17 ~ 20 years old people's demand for animation products mainly stays in the primary perceptual knowledge. Because of its unique "freshness" in youth, the application is mainly based on animation, comics, suitable game works and original works.
Consumers aged 20 to 35. This part of people's demand for animation products is no longer perceptual knowledge, but more nostalgic feelings and leisure tendency. Therefore, the market of this group of people can recommend classic animation works, develop animation works suitable for adult tastes, and recommend related derivatives. Consumer groups of uncertain age groups.
Due to the gradual maturity of adult animation production, the audience of its consumer groups has become more and more flexible. Considering the social and cultural concern for children and adolescents in China, it has greatly expanded the sticky consumers of animation derivatives, which means that children's families will become advocates of animation derivatives.
With the improvement of teenagers' material living standards and the wide spread of animation culture in China, the scale of animation users in China is also increasing year by year.
According to the consulting data of Ai Media, the number of secondary users in China was about 332 million in 20 19, and it is expected to exceed 400 million in 20021year. In the cartoon user group, the post-90s group accounts for 49.8% of the whole cartoon user group, over 80.8% of cartoon fans are students' parties, and 66.7% of 20 19 China secondary video users are students. We should firmly grasp the cartoon fan group of college students.
Under the background that the country pays more and more attention to the cultural industry, the animation industry in China has made great progress, and the huge user scale has brought a huge demand market for the development of the animation industry in China. In order to adapt to the development of our country, many colleges and universities have added or set up animation or animation majors. For example, there are 77 colleges and universities offering animation design majors and 359 colleges and universities offering animation majors, which shows that the potential animation audience in colleges and universities is very large.
(2) The growth rate of pan-animation fans is higher than that of core animation fans, and colleges and universities have become the most concentrated areas of pan-animation fans.
Animation users can be divided into pan-animation users and core animation users. The former has a basic understanding of animation and can watch popular cartoons or animated films, but the energy and financial resources invested are relatively limited; The latter loves animation works deeply, is full of enthusiasm for animation and is willing to spend more on hobbies. They often go to related animation websites and post bars to exchange hobbies in new fields and get the latest information.
Therefore, while grasping the loyal group of core animation users, the company will develop more consumers with pan-secondary users.
According to the data of the Ministry of Education, as of 201May 3 17, there were 29 14 institutions of higher learning in China. Among them, ordinary colleges and universities 263 1 (including independent colleges 265) and adult colleges and universities 283. Moreover, most colleges and universities have animation clubs, and some have special cosplay clubs. Some university clubs will also participate in local comic exhibitions and even national cosplay stage competitions to attract more anime fans to join them.
In fact, the activities held by the university animation club are itself a kind of publicity for animation. In this publicity process, it will attract some people who are interested in animation but don't understand it, so that these people will gradually develop from pan-anime lovers to core anime lovers.
At present, the content of secondary video tends to be diversified, and animation occupies the main position. 6 1.4% of the respondents like watching anime, with movies accounting for 4 1.4%, games 35.7% and music 32.9%. It can be seen that anime lovers understand anime mainly by watching anime. With the improvement of people's living standards, people no longer just stay in spiritual satisfaction, but pursue more material things. Animation clubs in colleges and universities can meet the needs of students at this stage, and can quickly integrate into this circle and increase the company's potential customers.
Data source: Ai Media Data Center 2020 438+0.438+04.
Figure1-2 2016-Statistics of Animation Users in China in 2020.
The data shows that from 20 16 to 2020, the scale of domestic core animation users and pan-animation users will increase year by year. By 20 17, the scale of animation users in China will exceed 300 million, and in 20 18, the scale of animation users in China will reach 370 million, including 270 million pan-animation users and 654.38 billion core animation users. It is estimated that the number of users will exceed 400 million in 2020, reaching 4130,000.
With the rise of high-quality original animation market and core animation consumers after 90s, 90s and 00s, China's animation industry will also usher in a golden period of development. In the future, the scale of pan-animation users and core animation users in China will continue to grow rapidly, and the demand for animation products and animation peripheral products is bound to further increase, bringing huge demand market for the development of China's animation industry. According to this information, it is determined that the company has great development potential to join the animation industry.
2.2 Scale of output value
Figure1-32011-2017 The output value and growth of China animation industry.
Driven by Internet dividends and capital, domestic cultural consumption and content consumption markets have developed rapidly, and China's animation industry has developed rapidly, and its share in the Internet and cultural industries has also steadily increased.
In 20 17, the output value of China's animation industry reached150 billion yuan, a year-on-year increase of 17.3%, accounting for nearly 24% of the total output value of the entertainment industry. 20174.7 billion yuan, the output value of China animation industry reached174.7 billion yuan. The output value of animation industry shows exponential development and its visible future value recognition, which will be a young new field that sweeps the trillion-dollar market crazily.
2.3 Content Market Scale
Figure1-4 2011-2017 China online animation content market scale.
In recent years, China's cultural industry content consumption market has developed rapidly. In 20 18, the market scale of online animation content in China reached143.6 billion. With the rapid development of Internet and high-quality media, it is expected that the output value of content will increase rapidly after 2020. The proportion of animation industry in the cultural industry has steadily increased. Driven by capital, new media and consumers, the output value of animation industry has maintained rapid growth.
In 20 18, the total output value of China's animation industry reached177.4 billion yuan, mainly from the upstream content market and the downstream derivative market. Downstream derivative market is the main source of output value of animation industry. In the mature Japanese animation market in the world, the output value of the derivative market is about 8- 10 times that of the content market. With the improvement of the quality and output of domestic animation in recent years, the scale of China's online animation content market is also growing rapidly.
Iii. Investigation and Analysis of Industrial Chain 3. 1 Concept of Animation Industrial Chain
Animation industry chain refers to the development, production, publication, broadcasting, performance and sales of animation direct products such as animation books, newspapers, movies, television, audio-visual products, stage plays and new animation varieties based on modern information communication technology, as well as the production and operation of derivative products such as clothing, toys and video games related to animation images.
Animation industry is an industry with high investment, high risk, high return and long investment cycle.
3.2 China animation industry chain
In the report "20 16-2020 China animation industry in-depth investigation and investment prospect forecast", CIC consultants believe that the upstream of the animation industry chain is content, including comics, animation, soundtrack dubbing and copyright introduction and management. This part is the core of the animation industry, especially animation (intellectual property), which can be transformed into live-action movies, games, house dances, cosplay and peripheral products, with huge market space.
The downstream of the animation industry chain is the consumption and extension of animation, including peripheral e-commerce, crowdfunding pre-sale, offline exhibitions, performances, theme stores, theme bands and pan-entertainment concepts, such as animation games, film and television dramas, etc. Peripheral products, such as customized USB flash drive, mobile power supply, headphones, plush toys, etc. There is more profit margin than ordinary goods.
Figure 1-5 China Animation Industry Chain
The animation industry chain in China is created by cartoonists, reviewed by publishing houses or film and television animation, and then shown on TV stations or cinemas. After the release of video products, some merchants developed and marketed their derivative products. Through these six steps, the animation industry chain is transformed from virtualization to materialization step by step, and our company just turns the animation tasks that everyone likes into objects, so that animation lovers can have a professional platform to buy and get material satisfaction under the impetus of spiritual enjoyment.
3.3 China animation market space chain
Figure 1-6 Spatial Chain of China Animation Market
Animation production companies publicize their existing animation resources through various channels (TV stations, Internet, mobile phones, outdoor media, etc.). ). Animation production companies will also cooperate with related cultural companies, and will also cooperate with clothing factories, toy factories and design companies in certain commercial activities to achieve the goal of * * * with profits. Animation market is divided into three markets: broadcasting market, property right market and derivative market.
3.4 China animation market enterprise chain
Figure 2-7 Enterprise Chain of China Animation Market
From Figure 2-7, we can easily see that the number of platforms in the whole animation industry has increased and the income has diversified, while the number of comic creation and production companies has decreased, and the income from industrial layout has diversified. A small number of enterprises have emerged, and the number of e-commerce of animation products has increased and developed rapidly. At present, with the strong support of the government, the animation industry in China is rising day by day, and the market prospect is broader. The whole animation market is not a lack of resources, but a lack of professional and market-oriented core genuine platform.
3.5 the status of animation industry chain in China
Upstream. In terms of quantity, China has become the largest animation producer in the world.
However, we should also be soberly aware that the animation industry in China is facing a test from quantity to quality. Creative content is the weakest and core link in the development of animation industry in China. The animation industry is short of talents, the originality of animation works is insufficient, and the investment is insufficient.
Midstream. The profit model has not yet taken shape.
The sale of copyright in the early stage of animation, the profits generated by TV stations or the title authorization have nothing to do with the original author, which is too big for animation companies. Relying solely on animation broadcasting, it is not difficult for us to recover the cost, and we can also develop its derivatives and make use of the surrounding profits.
Downstream. The simplification of consumer groups.
China animation has long paid attention to educational significance, taking the route of younger education, aiming at younger children. On the other hand, there is no grading system for animation in China, and the bad comments of animation on children limit the choice and production of themes, which makes it difficult to attract teenagers and other people, resulting in a single consumer group. China animation consumption market is huge. With the support of economic development and government policies, the animation market in China will develop.
Fourth, the future development trend
(1) Anime lovers have a rich market demand, covering many fields.
Because college students have more time and energy to focus on the cultivation of their own interests, as the main group of pan-animation enthusiasts, their demand for animation activities, COSPLAY and animation derivatives is extremely rich. Among them, animation derivatives are not limited to hand-made animation characters, but also include clothing, entertainment, daily necessities, catering and other aspects, which is one of the reasons for the rapid development of animation industry.
Under the national policy of supporting college students' entrepreneurship, joining animation chain brands will become a new trend in the future development of animation derivative industries. The development of animation derivatives industry is developing towards diversified modes such as animation peripheral retail, animation DIY on-site production, animation Cosplay professional photography, animation costume props customized rental, animation catering, animation games and so on.
(2) The format resources of animation industry are gradually enriched, but the integration resources are insufficient.
China animation industry has entered a stage of rapid development, and 70%-80% of the consumer market comes from animation derivatives. At this stage, the post-80s and post-90s who watched Japan and the United States grow up have stepped onto the historical stage. Driven by the concept of capital follow-up and IP authorization, the derivative form of animation no longer stays in the traditional toy industry, and the phenomenon of pan-entertainment and pan-movie tour is common, and even actively moves into new fields.
The combination of IP and various formats of commercial real estate has spawned various business models such as theme exhibitions, theme parks and theme cafes, but it is rare to truly integrate and utilize various formats of resources.
(3) The market development space of China animation industry still needs to be tapped.
20 13 the animation industry in China started to develop rapidly with the help of mobile internet and capital. More than five years have passed, perhaps each subdivision track has produced its own head enterprise, but no enterprise can occupy an unshakable monopoly position.
Moreover, compared with Japan, the United States and other countries with more mature animation industry, there is still a lot of room for growth in the output scale of China's animation industry compared with its huge audience. From the perspective of long-term development logic, China animation industry still has a lot of room for imagination.
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