The so-called animation industry chain, refers to the "creative" as the core, to animation, comics as a form of expression, to film and television transmission for the pull effect - driven products, "Development - Production - Publishing - Performance - broadcast - sales" marketing behavior. Its direct product: contains cartoon books, newspapers,anime figures , periodicals, audio-visual products, stage plays and on the means of modern information communication technologies such as new varieties of animation; its indirect products: contains cartoon image of the clothing, toys, video games and other derivative products and operation.
The success of a cartoon film and television work, both in obtaining ratings, it should be the cartoon image as a brand development and efforts to expand its derivatives, such as: toys, beverages, health products, clothing, socks, shoes, stationery and so on. U.S., South Korea, Japan and other countries have done better in this regard, such as the U.S. film and television animation work, "Tom and Jerry" the rage, it's derivative products known, and even affect the generations; every household penetration in Korea Pikachu ; Japan is the world's largest producer of animation, anime has been living in the center of the Japanese entertainment industry. In the overwhelming world of animated characters, almost there any readers or viewers do not know the anime Astro Boy, Chibi Maruko, Crayon and so on. Japan, for example, the animation industry has brought huge business opportunities in three areas: First, the broadcast market opportunities in animation movie, animation products, followed by business, the third export business opportunities. In view of the Japanese government's emphasis on the animation industry in Japan has formed a relatively complete industrial chain of animation resin kit. From a different point of view, usually as the animation industry chain: the creation of Man map → → Book Publishing → Television animation production and broadcast television and cinema screenings → release → audio-visual products development and marketing of derivative products, or " Comics - TV - Movies - video games - Toys "and other components of the industrial chain.
Quality to win the American animation has been admirable. U.S. animation industry in the last hundred years of development, relying on a solid financial and technical strength, complete marketing and organizational strength, and always is a world leader. Export after the industry computer industry, the output value of more than 2000 billion dollars. U.S. animation industry chain, typically using the following model: the creation of film and television animation production → broadcast television and cinema and animation screenings → → Book Publishing and distribution of audiovisual products → product development and marketing of derivative. There is no doubt that Disney's animation industry is synonymous with the United States, it is the animation industry chain in the United States can not shake the rock. "Disney's animated image of a variety of popular, successful films for the Disney brand leave the household, its derivatives to lay a solid foundation. Disney movies and the daily addition to the crowded theme parks, the Disney ESPN and ABC also has good assets and other cable networks, these media companies are also marketing the Disney movies and theme parks an important platform.
In summary, the cartoon as a promotional tool for traditional media products, with sales of books and audio-visual products to recover the cost, relying on a large number of derivative Anime Pillow products for huge profits, this chain is the profit model of foreign animation industry.
cosplay is short for costume play, can be further referred to as the cos, the Chinese translated into role playing or dressing up, especially the use of clothing, accessories, props,Anime Pillow and makeup to play such as animation, games, film and television in some of the roles deep in Japan visual system by the young people loved the band members have become the object of makeup, with the cosplay cultural development also appeared in the shape of the original self-dress. Engage in activities known as cosplay cosplayer or coser, most of them are aged 15-25 years old young animation enthusiasts. Culture is the most popular country Cosplay most important in Japan, but in the deepening globalization of modern society, the animation culture sub culture, Cosplay has become the world by young fans favorite anime pop culture style. Cosplay event in the rise of China is the latest thing five or six years, but the momentum of development is unusually rapid, anime fans have organized their own cosplay community, relevant websites, journals and other media have also opened up a column, all types of animation game exhibition or performance in the cosplay contest is greatly promoted the popularity of cosplay culture, and even began to drive from the animation, game accessories, props, Anime Modelsclothing stores such peripheral industries. On the Internet to cosplay as a keyword search, only Simplified Chinese web page can be reached as many as 1.7 million.
1, the role of choice
cosplay first step is to choose your favorite character image. In fact, participants are often in a coser animation and game fans before, they familiar with the popular animation, game content and roles. coser their role not only emphasizes the image of love, the pursuit of quite similar, the choice of role should choose their own personality, temperament similar role types in order to achieve better results.
2, dressing up
After the second step in the role is selected costumes, props and facial make-up production. In this activity the production of clothing is a crucial step, and some coser is a do it yourself, but because of the unique shape of the role of work clothing are often complex, often very laborious to do it, but this is also a lot of coser a pleasure, especially to wear their own handmade clothing to appear in front of wonderful, feel great sense of accomplishment.
3, the image display
Cosplay of the third step of their job is to show the image of well-dressed. Although many coser that entertain themselves in cosplay events is an act, but only in the mirror, after all, can not get enough satisfaction, so people in the cosplay event, especially to win recognition of peers to become the key factor This cosplay is an important reason to be popular. Coser their way to show their Anime PVC Figures appearance, there are two, one is static, in the form of photos posted online. At present, a considerable number of sites have special cosplay forum for the exchange. In this forum posting cosplay pictures of themselves or others is the most main content, there are some classic photos were widely posted, therefore the network for some coser gathered popularity, making it coser of celebrities, such as Japan, Shiina Zai Shuo, Beijing's A Xiulan and so on.
Animation industry chain, refers to the "creative" as the core, to animation, comics as a form of expression, to film action figure anime and television transmission for the pull effect - driven products, "Development - Production - Publishing - Performance - broadcast - Sales," the marketing behavior. Its direct product: contains cartoon books, newspapers, periodicals, audio-visual products, stage plays and on the means of modern information communication technologies such as new varieties of animation; its indirect products: contains cartoon image of the clothing, toys, video games and other derivative products and operation. The success of a cartoon film and television work, in access to ratings success on the same time, more should be as a cartoon image of the brand development and efforts to expand its derivatives, to extend the industrial chain, such as: toys, beverages, health products, clothing, Socks, shoes, stationery and so on. The cartoon as a promotional tool for traditional media products, with sales of books and audio-visual products to recover the cost, relying on a large number of derivative products for huge profits, this chain is the profit model of foreign animation anime figures industry.
Comics themselves need to have enough derivative capacity; magazine is a strong enough platform for the dissemination, to the accumulation of popularity; Press sufficient expertise, the introduction of the booklet, the same can be shaped like a cartoon image of the star shape; TV has a good operational capacity to ensure that Animation play time to profitability; Interim Production Committee to co-ordinate arrangements to meet the production company to create the desired animation by the public; derivative products manufacturers marketing ability to find objects and sell consumer products. This integration of animation into a mature industry chain.
Animation industry chain to form the first to state support, and the second is the participation of enterprises, and the third is the creation of a whole people to work can find acceptable.
Animation product itself has a huge market space, and animation products, derivatives market more space. Only China, for example, China's sales of baby food each year around 35 billion yuan, the annual toy sales to RMB 200 billion yuan, annual sales of children's clothing up to 900 billion yuan, children and all kinds of audio and video products The annual sales of children's publications, 10 billion yuan ... ... In a way, the future development of these resin kit industries are dependent on animation and marketing leading role in this emerging industry, and so on, China will have over thousands of animation industry billion in value the tremendous space for development.
Two-dimensional era, Japan has the world's attention is to make the "Cartoon Kingdom", where has the world's largest population of adult cartoon reading, with the most developed of the animation action figure anime industry. More importantly, here gathered in the master, Hayao Miyazaki, Katsuhiro Otomo, Mamoru Oshii has been the master of cartoon animation and other developed enough to express the adult world has become a complex and diverse arts. But with the "3D" era, the development of Japanese animation is facing a crisis ... it seems ...
One: "small workshop" can't defeat the giants
Closely related to anime and manga. Japan's most popular comic magazine "Young Jump", each issue of up to 300 million copies. Japan each year tens of thousands of television cartoons and animated movies. But unlike the U.S. and European markets thriving area of Disney animation, Japanese animation industry is in today's crowded times. Japanese animation studio, and not from the original "small workshop" mode to grow much, rarely fluent in marketing means to contest the United States entertainment giant.
"Because of Studio Ghibli (Hayao Miyazaki lead)," Game King "and" Pokemon "success, resulting in the myth of the industry profits." Trading company insiders dream too Yamaguchi said, "but every 100 cartoons , only 10 can really make money. "face the three-dimensional animation requires huge investment," small workshop "model of Japanese anime is clearly difficult to raise several hundred million dollars of the large sums of money.
Two: fame large but margins poor
Currently, there are about 440 Japanese animation studio, led up to Hayao Miyazaki, has 150 employees, Studio Ghibli, down to only two small animation workshops. Even if the operation of successful businesses, such as the introduction of "Ghost in the Shell," the IG companies, for the film "Kill Bill Vol 1" animated part of the $ 52,000,000 revenues, only 460 million dollars in profits. And Pixar's 2007 sales of $ 273,500,000 in net income of $ 141,700,000 there. "The industry is very difficult." Tokyo, an analyst at KBC Securities, said, "For most anime companies, success is fleeting, and the profit opportunities from time to time." Moreover, the U.S. counterparts, Japanese thin profit resin kit animation industry has reached unsustainable proportions.
Three: low wages and brain drain dilemma
Another issue is that Japanese animation talent began to drain. Investigation, according to media development in Tokyo to statistics, over the past 5 years, full-time animation creators in Japan from 3500 down to 3000 or so. The reason is simple: the animation 24 frames per second most of the screen is made by hand. The remuneration is very small animation of people, each drawing about 2 U.S. dollars, at least time-consuming and a half hours, the monthly income of only $ 700 only.
This also contributed to the production process in the animation studio's part of a large number of low-technology outsourcing to South Korea, China and the Philippines. South Korea's largest animation companies in the East without the company, about 1,000 employees to participate in "Game King" most of the film and television production. Association of Korean animation production based on the data, 2 / 3 of the top Japanese animation studios outsource to South Korean companies regard. While in Japan, low-technology outsourcing some very common, but it has brought risks to the animation Anime Pillow industry. Japan International Anime Fair, as a board member said: "Japan's production company is training the future of Korean animation talent."
For animation industry, advantage is not depends entirely on the time of
development
Early development of the Japanese animation action
figure anime industry, currently in a leading position within worldwide;
Korean animation industry, though relatively late development, but more than
many countries at the forefront of the animation industry in the world. South
Korea is mainly taken the right model of development, the Government's strong
support, edit the lifetime employment, the development of leasing industry and
other comic book series of measures in a short time sprung up everywhere. Shows
the formation of advantages and position are not fully developed sooner or
later, depending. Development can be formed before the first development
advantages, but also after the development of post-development advantage. China
is now starting to focus on the development of animation industry, as long as
the idea of the right track, government policy support in place, the animation
industry can also be one of the world powers.
China's defense-oriented policy
shift should be a proactive policy
China's animation market is mainly
children, and has been adhering to the "edutainment," the purpose to create
animation, creative ideas to make this vision a very small animation, animation
has also been the subject of restrictions, lack of imagination, so that the loss
of a large number of Chinese animation adult audience. A survey shows that: the
Chinese youth's favorite anime, Japanese animation, 60%, Europe accounts for 29%
of the animation, while the Chinese original animation, including Hong Kong and
Taiwan accounted for only 11%. China should take measures to promote the
animation market improved as soon as possible, and then create their own anime figures
brand.
update the concept of animation creation, widen the animation
market
China's animation market almost completely locked in Infant target
this group of children. By the Japanese and Korean animation market position can
be seen, the animation targeting consumer groups can not be too narrow. Some
people may say that regardless of all ages love the Japanese anime, this is not
learn. In fact, this is a static view of the problem. From the marketing point
of view, producers can not just meet and satisfy the consumers, but also to
guide consumption. Also proved that animation can guide the consumer, such as
CCTV, according to some well-known comic animation production work is very
welcome by the audience.
Construction for the development of Chinese
animation industry chain
China's animation industry chain, the starting point
to re-select, adapt to modern information technology and network technology,
according to their own advantage, drawing on South Korea's development
experience and efforts from the beginning of the industrial chain. Such as
Japan, Korea and China from its image of success began to do first cartoon
network cartoon derivative products, re-entering the audio and video products,
games, toys, models, clothing, and other derivative products in the field,
further upstream industry chain development.
It should be noted in the
development process chain to be linked together, the various links should have a
certain development, to be able to support each other resin kit. As to the respective
publishers and producers have a reasonable share of proceeds, and through
related media advertising, the cartoon image of the popular.
The current global animation industry is presented in two basic trend: global sourcing and high-tech to cost reduction. Such as the U.S. cartoon "Mulan", "Mulan" is the chinese story, but the U.S. production of "Mulan" is very popular,the related action figure anime is popular,too. High production, low-cost animation is very popular in Japan, 780 minutes of animation required 800 million U.S. dollars, a million dollars a minute, this is small-scale production, such as "The Lion King" production is much higher than this figure, This is a relatively high investment in the industry. The past year or so that the cost of technological breakthroughs continue to lower wages in China is cheaper because the software works, one-minute animated film produced in China in a million or so the price is 20% overseas, which is why some countries are now beginning More on the cartoon to the processing of the reasons for China, which is a big factor. Including Shanghai Media Group is now on the film company owned by China is a great pick is the largest single foreign company. Showing a global sourcing as the positive trend.
United States, the world's largest anime CG eight companies, called the CG is the computer center, which is short for comics companies, eight companies that see the United States, a considerable part belong to the traditional large companies, like Disney, Universal, Warner Brothers, which is a big company, there are independent companies, like PIXAR, the past two years done a lot of film and ACG figures, these two years as an independent company, is becoming a model for Asia Pacific animation companies to follow suit. In addition to companies like PIXAR, most of the animation companies are large media group. Like Time Warner, Disney, the big media groups have from newspapers, magazines, television, movies, including cable TV, satellite TV series of the complete value chain, they have animation company or its production company, and strategic partners.
The United States is more complete with the world industrial chain of national comics, comics from the early idea that comic books until the late production of derivative products, is a complete industrial chain. In the comics industry's value chain or a cross-media operations, the performance is good Disney, Disney has theme parks, consumer products and media products, animation, anime has a trace of their operation, concentrated expression of the United States to do action comics industry situation.
Comparison of traditional animation big country the United States, Europe and Asia, the performance of CG animation then? Europe is the traditional animation big country, it has been two years, more than South Korea and Japan, France and Britain in Korea and Japan have also behind the CG industry in Asia in recent years developed relatively rapidly, with the support of Asian governments, Asian relative cheaper prices are inseparable.
View from the China region, Hong Kong Yin Tao, Wan W, GDC three large companies, the wind plant in Taiwan and Thailand, Mainland China, on digital video, Hualong and other larger independent companies to do CG, in addition to The three companies have established that the Department of Central Television Animation, and the Shanghai Animation Film Studio, and three e, the three groups form a relatively large size of the scope of China's animation Anime Pillow industry constitutes a major market operators.