On the morning of November 15, the 12th China International Film and Television Animation Copyright Protection and Trade Expo (hereinafter referred to as the "12th Comic Expo") pre-exhibition press conference was held in Dongguan.
Southern Finance and Economics all-media reporter reported at the press conference that the 12th Comic Expo will be held from November 18 to 21 at the Guangdong Modern International Exhibition Center in Dongguan, with a total of more than 500 exhibitors participating in the exhibition through online and offline, covering more than 1,000 domestic and international well-known IP such as Pokémon, Garfield, and Astro Boy.
In recent years, the "Generation Z" has promoted the "national tide" consumption boom, and China's animation industry has also ushered in new opportunities for development. The data shows that the output value of China's animation industry will reach 250 billion yuan in 2020, of which the tide play industry derived from animation IP peripherals is rising at a high speed. Consulting firm Frost & Sullivan predicts that the four-year compound growth rate of China's tide play market will reach 35.1% after 2020.
As the only national-level international film and television animation professional exhibition in the Guangdong-Hong Kong-Macao Greater Bay Area, this year is also the twelfth year that the Expo has settled in Dongguan. "Driven by the Expo, Dongguan has embarked on a path from improving the awareness of copyright protection to promoting the integration of 'IP + industry' and helping the transformation and upgrading of the manufacturing industry, and a number of outstanding enterprises in the industry such as Honghong Animation, Toycity, and Lezhibao have emerged." Huang Fuquan, a second-level researcher at the Office of the Dongguan Municipal People's Government, said that at present, Dongguan is about to enter the "double ten thousand" new track, and will use the Expo platform to accelerate the outward "expansion circle", and further extend Dongguan's manufacturing capacity to the front-end field of the tide play market such as cultural creativity and design.
According to reports, the 12th Comic Expo takes "New Era , New Animation" as the theme, mainly sets up online display, offline exhibition, professional forum, industrial activities, copyright protection and other 5 major sections of content, attracting more than 500 domestic and foreign film and television animation original enterprises and animation derivatives manufacturing enterprises, more than 1,000 exhibitors IP, professional audiences and industry heavyweight guests more than 100.
Southern Finance and Economics all-media reporter learned that the current confirmed exhibitors include Huaqiang Fantawild (Shenzhen) Animation Co., Ltd. (bear haunting), Guangzhou Aofei Animation Culture Communication Co., Ltd. (Pleasant Goat and Gray Wolf, Armor Warrior, Balala Little Devil Fairy), Shenzhen Tongdao Uncle Cultural Communication Co., Ltd., a Universe (Beijing) Culture Co., Ltd. (My Emperor Wan Sleep) and other key animation enterprises, Pokémon, Garfield, Astro Boy and other international well-known IP will also be organized to come to Guanguan.
Entering the twelfth year of its birth, this year's Comic Expo also innovated and launched a "new way of playing" with animation IP.
Cai Guokang, deputy director of the Publicity Department of the Dongguan Municipal Party Committee and director of the Municipal Copyright Bureau, said that the 12th Comic Expo will focus on displaying "new content", including planning and launching the theme exhibition of "100 Animations Paying Tribute to the Centenary Anniversary", showing the centenary style of the founding of the Party from the perspective of 100 animation and comic works. At the same time, the integration of "Wang Chai Lord, Fat Tiger, Banbu Cat, Yuan Qiqi" and other new animation enterprises with new directions, new thinking, and new products will be displayed in a concentrated manner to accelerate the integration of "exhibition and production".
In addition, in view of the "new pattern" of the rise of the national tide, this year's comic expo digs deep into dongguan's historical culture and trend cultural resources, combines the manufacturing advantages in the fields of production technology, production capacity supply and category innovation, and specially sets up animation and entertainment interactive exhibition areas, animation tide play exhibition areas and other sections, highlighting the domestic, especially Dongguan local excellent national tide content and tide play brand display and docking, and using the national tide culture to accelerate the iterative upgrading of traditional brands.
In the entire offline exhibition area, the 12th Comic Expo set up a total of 3 public theme exhibition areas and 7 professional exhibition areas, and will also organize 3 professional forums and 10 industrial docking activities to promote IP empowerment in Dongguan through industrial docking, investment incubation, copyright trading, etc.
In addition, this year's Expo will also build a cloud exhibition hall, cloud trading, cloud live broadcasting, cloud selection and other online service sectors, through the Expo "cloud platform" official website, IP companion mini program, online Expo community, etc., to provide exhibitors with online low-cost and efficient cloud exhibition docking space.
Dongxing Securities Research Report pointed out that from 2015 to 2019, the compound growth rate of China's tide play market reached 34.6%, and the current Chinese tide play market is still in its early stages, and the tide play companies cover less lower-tier cities with great consumption potential, and the tide play market size still has a lot of room for growth in the future.
Frost & Sullivan predicts that the four-year compound growth rate of China's tide play market will still reach 35.1% after 2020.
How to seize the new opportunities in the tide play market? The holding of the Comic Expo is precisely in line with the consumption boom of animation film and television and its derivative products led by the "Z generation" in recent years.
This year is the twelfth year that the Expo has taken root in Dongguan. Peng Wujun, director of the Publicity Management Department of Guangdong Radio and Television Bureau and a first-level researcher, said that since its settlement in 2009, the Expo has integrated more than 4,000 outstanding enterprise resources in the animation industry at home and abroad, with 2.26 million visitors and an IP authorization transaction amount of more than 20 billion yuan. In particular, in the past three years, the Expo has organized more than 100 industrial docking activities, promoted 528 commercial cooperation signings, and reached 311 IP authorization transactions.
How to monetize such traffic and resources? This is a problem that Dongguan has been thinking about and exploring.
Dongguan has seized a first-line opportunity in the blue ocean market of "tide play" with more than 10 billion toy manufacturing base. According to data from the China Toy Association, 80% of the global animation derivatives are currently "Made in China", of which more than 1/3 of the output comes from Dongguan, Guangdong. According to the disclosure data of the 2020 Dongguan Statistical Yearbook, the number of enterprises above designated size in the toy and stationery and sports supplies manufacturing industry in Dongguan has reached 409 in 2019, and the industrial added value has exceeded 12.4 billion yuan.
However, it is worth noting that in the whole industrial chain of "tide play", the toy manufacturing industry mainly belongs to the product production field in the middle of the industrial chain, and after departing from the original design, the industry as a whole faces problems such as the dispersion of the manufacturer pattern, the simple production process, and the relatively low added value. This is also one of the reasons why Dongguan has been emphasizing the transformation and upgrading of the whole industry chain from manufacturing to creation in the past few decades.
During the "14th Five-Year Plan" period, Dongguan is about to enter a new track of "double ten thousand" with trillions of GDP and tens of millions of people, and the transformation from manufacturing to creation puts forward higher requirements for the vitality of the industry's innovation elements.
Huang Fuquan said that in the future, relying on Dongguan's strong local manufacturing base and the advantages of the Expo platform, we will further strengthen cooperation with Dongguan manufacturing, film and television animation, culture and other enterprises, and at the same time attract more industrial chain enterprises to establish enterprises in Guanzhou, extend the radiation of Dongguan's manufacturing capacity to the front-end field of the cultural and creative, design and other tide play markets, promote the further improvement and strengthening of the local film and television animation industry chain, and "help Dongguan's high-quality industrial development from the two aspects of 'breaking the circle outward and upgrading inward'." ”
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