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%的份额，中国占据了15%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.

中国动漫产业经历了从萌芽、发展到成熟的过程，目前正处于快速发展阶段。近年来，在国家政策扶持、资本投入、互联网技术推动等多重因素的影响下，中国动漫产业呈现出以下特点：

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“全产业链”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.

二、动漫产业国际合作模式

动漫产业是一种跨文化、跨地域、跨领域的产业，具有很强的国际化特征。随着全球化进程的加快和文化交流的深入，动漫产业的国际合作也日益频繁和密切。动漫产业的国际合作主要有以下几种模式：

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.

市场合作。市场合作是指动漫企业之间在动画或漫画产品的发行、推广、销售等方面进行的合作，旨在拓展和开发国内外市场，增加动漫产品的知名度和收益。例如，中国哔哩哔哩与日本AniplexCollaboration in the market, co-release of "ghost blade" and other popular animation.

IP合作。IPCooperation refers to the animation enterprises in the possession or authorization to use a well-knownIP的基础上，进行的跨领域、跨平台、跨媒介的合作，旨在实现IP的最大化价值和利润。例如，中国腾讯与美国DCInIP方面进行了合作，共同开发了《王者荣耀》中的DC英雄角色。

三、动漫产业全球布局策略

随着互联网技术的发展和文化消费需求的增长，全球动漫市场呈现出巨大的潜力和空间。为了抢占市场先机和提升国际竞争力，中国动漫企业需要根据不同地区和国家的市场特点和消费习惯，制定相应的全球布局策略。尚普咨询认为，中国动漫企业可以从以下几个方面进行全球布局：

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.