Recently, the "Anime Blue Book: China Animation Industry Development Report (2015)", co-authored by the Beijing Film Academy and co-authored by many experts and scholars at home and abroad, was published by the Social Science Literature Publishing House. The Blue Book proposes that the Chinese animation industry is entering a new era of Internet-based, cross-form, cross-media, and cross-industry integration. The integrated development of “Anime + Internet + Related Industries” will fundamentally change the future pattern of the animation industry. With the continuous development and progress of the animation industry, the field of animation derivative production and sales represented by the anime hand-made toy industry has also been favored by many businesses and has become a new front for the Internet economy. In this regard, the author interviewed Ms. Wen, who is in charge of the Toy 100 website, which was launched at the end of 2015, to discuss the development of the animation peripheral derivatives industry.
The "Anime +" model of the big animation era drives the development of derivatives industry
After ten years of cultivation, China's animation industry has finally harvested hard-won achievements. According to incomplete statistics, the output value of the animation industry has exceeded 100 billion yuan in 2015, and a batch of high-quality animation works have also been well received. The industry has triggered a "burst point" in the industry. The Chinese animation industry has shifted from the past to the mixed operation, and China's animation industry is fully entering the "big anime era."
Aofei Animation acquired the original animation platform “Hero” website for 900 million yuan, becoming the largest acquisition of the animation industry to date; the summer file “The Return of the Great Saint” exceeded the foreign “Super Marines” and “哆啦A” Dream, created a new record of 956 million yuan in domestic animation movie box office. According to incomplete statistics, in 2014, nearly 20 animations were adapted into games. Comic works such as Tumor Jun have been adapted or will be adapted into live-action movies.
In the era of big animation, the integration and development of animation and society in all walks of life can be called "anime +". Driven by the Internet and the mobile Internet, the animation industry chain is gradually forming a closed loop. From the production of animation, animation distribution, animation branding and vigorous development of derivatives, it is gradually developing from separation to integration. The consumer groups of animation products are no longer confined to the children's group, but have been extended to the entire population of young people and even adults, and continue to refine the industrial consumption pattern. The person in charge of the toy 100 website said that the phenomenon of animation consumer groups of all ages shows that the development of China's animation market has clearly entered the “turning point” of the rapid growth period from the initial stage, and will also drive the rapid development of the animation derivative products industry.
China's animation derivative industry has huge market space, and there is still a big gap compared with foreign countries.
The animation product itself has a huge market space, and the market for derivative products of animation products is larger. At present, the annual sales of children's toys in China alone is about 20 billion yuan, the annual sales of children's clothing is more than 90 billion yuan, and the annual sales of children's audio-visual products and various children's publications amount to 10 billion yuan... To a certain extent, the future development and marketing of these industries depend on the driving role of animation as an emerging industry. By analogy, the total animation industry in China will have a huge development space of hundreds of billions of output value, which will also drive Chinese animation derivative. The product industry entered the "blowout" stage of development.
Ms. Wen, the person in charge of the Toys 100 website, said that although China's animation derivative market has huge space, it still has a big gap compared with foreign development. The foreign animation industry model is to obtain the maximum profit through: "manga - animation - derivative products - consumers". Among them, only the annual output value of animation products and derivatives in the United States is more than 5 billion US dollars. It is the key to the profitability of the animation industry that the animation derivative products are sold and sold by the animation industry as the high-end representative. In comparison, the domestic animation industry model still mostly passes the "cartoon--animation---investment--reader" to obtain profits. According to incomplete statistics, the output value of the animation industry in 2015 has exceeded 100 billion yuan, while Chinese animation The derivatives market is around 38 billion yuan, which is a huge gap compared with the global animation industry's output value of 70% derived from derivatives.
There are many reasons for the backward development of the domestic derivatives industry. For example, the talents of professional animation mold makers are scarce. Domestic animation can not be integrated with toys and other peripheral industries. Most domestic enterprises in the animation industry still use the animation image of the United States and Japan. The domestic animation brand image still needs to be further developed. Ms. Wen said that with the rapid development of China's animation industry, this industry chain shortcoming will quickly make up for it, and the animation derivative industry chain will usher in a new development, which is also the driving force for the creation of the Toy 100 website.
High-end consumer groups in China's hand-held industry have formed
Hand-made, also known as the first or the hand version, refers to the manual model suite that expresses the personality of the prototype without mass production. Due to various factors such as manual processing, high difficulty in mold opening, and low output, the price of hand-made animation toys is generally very expensive, and it belongs to the high-end market in the animation derivative product industry chain. In Japan and Europe and the United States, the surrounding products of animation have long been popular, and many people use anime hand-made toys as art collections. At present, the first batch of high-end animation derivative consumer groups have gradually formed in China.
The person in charge of the Toy 100 website said that the people born in the 1980s entered the adult era and their purchasing power was fully possessed. They have formed a high-end group of domestic animation derivative consumption. According to the survey, after 80s consumers have a strong desire to purchase animation models, coupled with the gradual increase in income, it is not difficult to achieve the purchase of hand-made collections, and some become professional hand-held model collectors after 80 years, special collection The original import hand model. "China Toy Consumption Survey Report 2011-2012" shows that the sensitivity of domestic first-tier cities to animation derivative toys has reached 90%, paying more attention to brand and quality. Among them, nearly 10% of consumers spend more than 2,000 yuan per year on toys. More inclined to choose medium and high-end animation derivative toys of more than 300 yuan. Therefore, with the rapid development of the Chinese animation market, the consuming momentum of the consumer goods market is gradually released, and the development of the Chinese animation toy derivatives industry represented by the animation industry will usher in a new peak.
"Internet +" animation derivative sales are developing rapidly, online shopping chaos is worrying
The Internet economy developed rapidly in 2015, and the Internet has become a powerful tool for animation e-commerce. Offline enterprises have become an important part of the Internet consumer economy. The sales prospects of animation derivatives have led many merchants to see new markets and also drive a new round of changes in e-commerce. Taobao, Jingdong, Suning, Amazon and other major online shopping platforms can meet most of the online shopping needs of consumers, but for anime fans, these platforms have many shortcomings as a platform for derivatives purchase.
1. Counterfeit goods are high in price
Whether it is Taobao, Jingdong, or Amazon, it is not a formal online platform for animation derivative products. As an e-commerce platform, Jingdong, Suning, and Amazon China are undoubtedly successful, but they are not set up for anime enthusiasts, and almost no animation-related products can be found on the website. Although there are a lot of discounted animation peripheral products on the Amazon and Japan, but the price increases after the international freight, and there are still concerns about the safety of transportation from overseas to the mainland, for the anime fans, Not a good online shopping platform. The goods on Taobao are mixed, and the cottage is rampant. In addition to the relatively regular shops, the quality of the surrounding toys cannot be guaranteed.
The person in charge of the toy 100 website feels that many shortcomings experienced by anime fans now make it clear that in the country's increasing emphasis on intellectual property rights, animation enthusiasts urgently need a brand that can provide them with authorization from brand merchants. A peripheral toy sales platform, and a number of animation derivative sales websites including Toy 100 (wanju100) came into being. They have formal merchandise purchase channels, which can guarantee that the original products sold by the brand are authorized by the brand, and the platform sales have an advantage in price compared with the products sold by individual stores. For this reason, such websites are more easily accepted by the majority of animation enthusiasts.
2. Poor concept and old experience
On the websites that can purchase overseas animation derivatives such as Taobao and Mengbu, users can only see the product information and simple product descriptions. This single sales situation can no longer satisfy the young generation who has high enthusiasm for the second animation culture. . In various animation derivative forums, although users can obtain all kinds of animation information, they still need to go to the online shopping platform to purchase derivatives. Anime fans can't communicate the advantages and disadvantages of toys to other players who are interested in the first time after purchasing goods. In a single online shop, consumers can't just pass the trivial words in the evaluation area. This product has a comprehensive understanding.
The development of the Internet has promoted the all-mediaization of the animation industry, and the full mediaization of the animation industry has spawned the launch of the interactive experience mall. Take the toy 100 website (wanju100), which was launched at the end of 2015, as an example. Anime fans can master the first-hand animation and surrounding information here, and keep abreast of the comprehensive evaluation and editorial comments of other players' opponents' toys. After a general understanding, you can also purchase your favorite products in one click on the website's toy store. The toy + culture + interactive mode can not only provide faster and more convenient online animation model information and share shopping platform for users who love animation, but also create a new concept for the entire animation industry, and fully embody the animation derivative culture into users. The concept of "Internet +" in the animation industry today.
Ms. Wen, the director of the Toys 100 website, said that with the continuous development and improvement of Internet services, people's dependence on the Internet is also increasing, and the economic value of the Internet is also growing. The animation industry and the cultural industry have grown together, and the majority of animation enthusiasts also need a professional website that can truly satisfy their appreciation, experience and interaction. Anime Peripheral Website Toy 100 Network (wanju100) will be based on providing the best quality service experience and sharing experience for anime hand-held enthusiasts, competing in the Fengyun market around the future animation toys, this is also the whole toy 100 team The animation is expected to be a good prospect for the sunrise industry in the toy industry.
