preface
Chinese animation has developed for decades and is now in its formative years. In 1962, the Wan brothers created the animation "Shu Zhendong Chinese Typewriter" to open the prelude to Chinese animation, which was previously thought to be the beginning of Chinese animation, but it was not expected to be the peak of Chinese animation. In this era, many classics have emerged in the mainland, and the animation produced by the Shanghai Fine Arts Film Studio has strong national characteristics and has played a great role in promoting the development of animation in the world.
After 1979, due to China's transformation from a planned economy to a market economy, because of reform and opening up, a large number of foreign animations entered China, and domestic animation was greatly impacted. At this time, Chinese animation also changed from hand-drawn animation to digitalization, and a large number of talents were poached by other companies, resulting in the decline of the main force of Chinese animation, the American Film Studio. At this time, the entire Chinese animation industry has been greatly impacted, the talent gap, the development of the industry has stagnated, and the overall trend of animation has declined.
With the beginning of cultural construction on the mainland, since 2000, China has put forward many contents of cultural construction. Animation, as a part of the cultural industry, has also ushered in its rapid growth period. After 2018, with the rise of the Internet, animation has expanded rapidly with the help of video platforms, and has also ushered in its own stable development period. At present, the mainland animation industry is full of talents, various types of animation are continuous, and the related industrial chain has also developed greatly.
background
Beijing Ruosen Digital Technology Co., Ltd. was established in 2003, and in 2012, it launched its first work "Xia Lan" and became popular all the way. In 2015, lonely and thrown out a new work "Bad Guy Painting Jianghu" was a huge success and made The Painting Jianghu into a huge IP, and now the cumulative revenue of the Painted Jianghu series has reached tens of millions, but when the fifth season of Bad Guys was broadcast, it happened that Ruosen Company auctioned shares to do animation.
In fact, this is not the first time, animation due to the market niche a lot of money to earn, do an episode of animation may require tens of thousands of costs, and through the ratings to earn back only a few thousand, this huge cost so that many animation companies have to find another way. Wakomori was the first company to explore new paths, creating its own 3D rendering engine to reduce anime costs, while actively cooperating with game companies to create its own games. The head of 360 once said that games are the most profitable way to make money at the moment, and there is no one. So he barely survived with the game Jossen.
But then, with the change of national policy, the series of painting rivers and lakes did not stop, and the spiritual lord was banned due to propaganda superstition. The game copyright number review mechanism became strict, and The company once again moved towards a life of tightening the belt of the pants. The head and executives of Wakamori even have to mortgage their houses to do anime. Therefore, the sixth season of bad people relying on selling shares to do animation is also a helpless move.
analyse
Where is the future of the bad guys who paint the rivers and lakes? Or even where is the future of Chinese animation? An animation company's main revenue is now not to do animation, and now the most profitable way is for the company to do a good animation, and then do the animation company, or the animation IP that is popular and then get the stock market for financing. This is the best way for animation companies now, and then do toy patting ads in the remaining time to increase daily revenue, and the current animation market is basically a three-way game, that is, government policies, capital of large companies and IP in the hands of animation companies.
If you can get the support of national policies, then animation will be very smooth, if you can get the investment of capital, then making money will be earned very quickly. Wakasan's original intention from the beginning was to make its own anime, because it did not want to be limited by people, and it also wanted to do anime with heart. But the road of animation is not easy to do after all, there are many bumps on the road, relying on the original intention, animation is not good.
The road ahead - Jossen
Ruosen Company has made games, movies, and has accepted Tencent's request to make "The Temptation of the Cat Demon" in order to survive, but after going through ups and downs, it finally saw a rainbow. The fire of the fourth season of bad guys once saved the company once, so the company also wanted to bet on whether the bad guys could have the expected success in the sixth season, so it played the fifth season to test the waters. The auction of shares has had a great impact on the anime industry, and there are many people who are willing to lend a helping hand, so the future road of Wakomori Company will not be too difficult.
For the future, every animation company does not dare to be too confident. If you rely on a large company, you are not worried about money or resources, but you also limit your own development and are limited by people everywhere. If you develop independently, then money is also a problem for people, but the copyright is in your own hands, and you have your own confidence to become bigger and stronger. Between the many difficulties, Chinese animation companies are surviving in the cracks.
The Future of Chinese Animation - Diversified Development
A few years ago, when everyone mentioned anime, they thought it was something that children watched. For example, happy sheep, bears are very popular among children, and there is no popularity among adults. The main consumption of the Chinese market is still adults, this niche animation still can not share any cake, even if you add toys and animation around these market animation this cake is not enough for Chinese animation companies to share.
To this end, the animation industry must diversify, cooperate with games, cooperate with video websites, and continuously improve their monetization ability through the copyright in their hands. Now the Internet pays attention to the fan economy, taking advantage of their high popularity, making movies and making games to find advertisers are very useful ways to improve revenue. With the change of national policies, animation content also has a principle, although the content of the promotion of diverse forms, but the animation content is still based on positive, or feel that animation is a child to watch. In the future, with the development of the times, animation is becoming more and more adult, the content form is diverse, the income is diversified, and the animation company has its own way out.
postscript
Let's talk about my own opinion, I think this equity auction may still herald the cold winter of the Chinese animation market. Ruosen Company has so many original animations, the copyright is much more than the average company, the popularity is also high, and they have made their own games and movies, and the founders and executives are also experienced characters, and their original intention and efforts for animation are beyond doubt. And such a good company is on the verge of bankruptcy, indicating that the animation market is still restricting the development of animation companies, and this cake cannot feed huge companies. It can only be backed by a big tree, and anime from Japan has always occupied the mainland animation market high.
The industrial chain of Japanese animation is much more complete than that of the mainland, from the production of an anime, the promotion to the broadcast process has capital participation, and Japanese companies choose to cooperate with toy dealers to reduce the risk of their own companies. With a part of their own copyright in advance to insure themselves, Japan is basically two-dimensional animation, the cost control to an acceptable range, while most of the Chinese animation is three-dimensional, the early cost is particularly high, if you can not guarantee that the animation works will be able to fire, it is gambling. It's like an anime company signing a gambling agreement with an audience and never getting up if you lose.
In the process of writing this article, a large number of literature materials are consulted. Hereby thank you to the official website of Ruosen Animation Company, the "China Animation Industry Report" of iResearch Consulting Research Institute, Aiyi's article "Ten Years of Fame and Dust, Clean Up the Old Mountains and Rivers of National Cartoons", and the Blue Book of Animation Companies "Enterprise Interview". The author of this article is not of high level, but because he especially likes anime, he wrote his own thoughts here, and it is a great honor to have similarities. The pictures in this article come from Weibo and Baidu, if there is any infringement, please contact to delete.
At this point, in fact, there are still many things that I want to say, I have been shouting about the rise of Guoman, the rise of Guoman, but china's market is like this, if you do not obey, you will only perish, until after this incident, everyone does not even shout. It seems that all this has nothing to do with it, in the context of the Internet age, everyone is more and more intoxicated with entertainment, and the inner volume in reality also makes people feel helpless. Just like the dilemma of Chinese animation, there are many industry leaders who have perfect comments on this, but there is no solution at all. I hope you and I can dedicate our strength to ignite this hope. Joson, come on! Here is a warm anime, welcome your criticism and correction, your comments are the biggest motivation for my creation. Hello, it's over here.