Development Status of 1. Animation Industry

Animation industry refers to a comprehensive cultural industry with animation and comics as the core, covering games, film and television, peripheral, social and other fields. The animation industry is highly creative, artistic and technical. It is an important part of the cultural and creative industry and an important manifestation of the country's soft power.

According to data from the Champ Consulting Group,2022In 2012, the global animation industry market reached3000Billions of dollars, of which the United States occupies35%Japan's share25%share, China occupies15%share. expected2023In 2010, the global animation industry market size will reach3500billion dollars, with an average annual growth rate8.6%. The global animation market has benefited from the increasing popularity and sales of animation content on various platforms, as well as new demands brought about by technological advances and consumption upgrades.

China's animation industry has experienced a process from germination, development to maturity, and is currently in a stage of rapid development. In recent years, under the influence of multiple factors such as national policy support, capital investment, and Internet technology promotion, China's animation industry has shown the following characteristics:

The upstream and downstream integration of the industrial chain. Chinese animation companies not only continue to innovate in content production, but also actively expand in content dissemination and derivative realization, forming aIPfor the core“whole industry chain”mode. For example, Aofei Entertainment to "bear" as the representative of the originalIPIt has achieved cross-border development and operation in animation, movies, games, toys and other fields, creating a complete ecosystem.

All-age development. China's animation market not only for children and teenagers animation and juvenile animation, but also for adults and the elderly animation and senior animation. With the popularization of two-dimensional culture and the trend of consumption upgrading, China's animation audience continues to expand and subdivide, forming a "full age" market. For example, domestic animated films such as "the Devil Child of Nezha" and "Jiang Ziya" have been welcomed and recognized by audiences of all ages.

IP domestic characteristics. Chinese animation enterprises in the creation of content, not only pay attention to the introduction of foreign excellentIP, and focus on tapping domestic qualityIPEspecially with Chinese cultural characteristics and valuesIPEnhance the originality and competitiveness of domestic animation. For example, Chinese classics such as Journey to the West, Romance of the three Kingdoms, Shanhaijing, and Chinese folk stories such as the Legend of the White Snake and Strange Tales of Liaozhai have been adapted into various forms of animation works, showing the charm and influence of Chinese animation.

International cooperation mode of 2. animation industry

Animation industry is a cross-cultural, cross-regional, cross-field industry, with strong international characteristics. With the acceleration of globalization and the deepening of cultural exchanges, international cooperation in the animation industry has become increasingly frequent and close. The international cooperation of animation industry mainly has the following modes:

Technical cooperation. Technical cooperation refers to the cooperation between animation enterprises in animation production technology, software development, platform construction and other aspects, aiming to improve the quality and efficiency of animation products and reduce the cost and risk of animation production. For example, China Aofei Entertainment and the United States Disney in3DAnimation technology collaborated to produce "Bear Infested·Metamorphosis "and other animated films.

Content cooperation. Content cooperation refers to the cooperation between animation companies in the creativity, planning, screenwriting, and director of animation or comic content, aiming to enrich and expand the types and themes of animation products, and enhance the innovation and attractiveness of animation products. For example, China Huace Film and Television and Japan Toei cooperated in content and jointly produced the "Super Team" series of TV series.

market cooperation. Market cooperation refers to the cooperation between animation enterprises in the distribution, promotion and sales of animation or cartoon products, aiming to expand and develop domestic and foreign markets and increase the popularity and income of animation products. For example, China's Bilibili and Japan.AniplexCollaboration in the market, co-release of "ghost blade" and other popular animation.

IP cooperation.IPCooperation refers to the animation enterprises in the possession or authorization to use a well-knownIPOn the basis of cross-domain, cross-platform, cross-media cooperation, aimed at achievingIPMaximize value and profit. For example, China's Tencent and the U.DCInIPWe have cooperated with each other and jointly developed the "Glory of the King"DCHero role.

3. Animation Industry Global Layout Strategy

With the development of Internet technology and the growth of cultural consumption demand, the global animation market has shown great potential and space. In order to seize market opportunities and enhance international competitiveness, Chinese animation companies need to formulate corresponding global layout strategies according to the market characteristics and consumption habits of different regions and countries. Shangpu Consulting believes that Chinese animation companies can carry out global layout from the following aspects:

Seize the key market. Key markets refer to markets with larger scale, higher growth rate, higher consumption capacity and higher market openness, such as the United States, Japan, South Korea, Europe and so on. Chinese animation enterprises should actively enter these markets, cooperate or compete with local excellent animation enterprises, learn from their advanced technology, excellent content and successful experience, and enhance their brand influence and market share.

Expand the potential market. Potential markets refer to markets with a large population base, high growth potential, low market saturation and strong cultural affinity, such as Southeast Asia, South Asia, Africa, etc. Chinese animation companies should seize the development opportunities in these markets, cooperate or invest with local government agencies, cultural institutions, and animation companies to promote and export Chinese animation products and culture, and cultivate and expand their own audience groups.

Layout of emerging markets. Emerging markets refer to markets with relatively new consumer demand, high innovation capabilities, strong social attributes and rapid changes, such as virtual reality, augmented reality, and cloud games. Chinese animation companies should pay attention to the development trends of these markets, cooperate or incubate with local technology companies, platform companies, and start-ups, develop and operate animation products and services that meet the characteristics of these markets, and seize the first-mover advantages of technology and market.

4. epilogue

In short, the animation industry is a dynamic and creative industry, but also an industry full of opportunities and challenges. In the context of globalization and digitalization, the international cooperation and global layout of the animation industry has become an inevitable choice for the development of animation enterprises. Shangpu Consulting Group suggests that Chinese animation enterprises should formulate reasonable and effective international cooperation and global layout strategies according to their own advantages and characteristics, combined with the market environment and consumer demand of different regions and countries, so as to enhance their position and influence in the global animation industry.