How far is the Chinese animation distance industrialization

Born in September 1965, graduated from Tsinghua University. Currently, director of Beijing Disheng Technology Co., Ltd., Beijing Institute of Technology, Software Institute of Digital Media Technical Department, China Animation Society, the fifth session of the Executive Director, Deputy Secretary-General, the World Animation Association, China Secretary General.

1989 for China to introduce the first three-dimensional animation workstation and three-dimensional animation software, from now on animation technology development and promotion work.

1999 Investment founded China Animation Network, and become the official website of Chinese Animation Society.

2000 resumed with the ASIFA (World Animation Association) of the Standing business relations, and successively with the United States, Japan, Canada and other countries to establish cooperative relations animation organizations.

2001 elected Deputy Secretary-General of China Animation Society.

2002 elected SIGGRAPH Chinese member.

2003, the organization developed a "three-dimensional motion capture system" of independent intellectual property rights in China.

2005 hosted the design of China's first frame animation production technology platform X-toon Freeze-Frame animation workshop, the "photographic table" into the freeze-frame animation, the market has been widely recognized.

2006 presided over the major science and technology projects in Beijing, "no paper animation technology platform", put forward "pan-animation" theory, in theory, animation from the cartoon expansion to CG and animation applications, expand the industry development and animation education and employment ideas.

In just convened the "Tokyo Animation exhibition Beijing Investment Conference", the World Animation Association, China's Secretary-General Li Zhongqiu language is astonishing: China at this stage of the animation is actually in the social career stage, distance to the real industrialization there is a certain distance. How far is this distance? What kind of effort do we have to pay? Reporter recently in the West four ring near Beijing Disheng Qualcomm Technology Co., Ltd. Office interviewed Li Zhongqiu.

　　The essential difference between social undertakings and industry

For the difference between the social cause and the industry, Li Zhongqiu published his own view: "What is the social cause?" Social undertakings refers to the social services that are held by State organs or other organizations to engage in education, science and technology, culture, health and other activities for the purpose of social welfare. The core value of social undertakings is social benefits rather than economic benefits. And the core of the industry must be economic interests. He explained, "if the development goal of animation is to strengthen the construction of moral ideology, and the construction of youth ideology is not the goal of industrialization."

If it is the industrialization development, the enterprise should take the industrialization as the goal, certainly must under the legal and the social morals frame. And the grasp of moral thought yardstick is realized through the management of government legal regulations, even through the profession self-discipline of industry association. such as the Japanese animation industry, animation content of the moral standard is the industry association master. What the government regulates is whether its content violates the legal bottom line.

As we all know, the animation industry is the development of the fundamental animation industries. In relatively mature Japan, the United States, Britain, Korea's animation industry, are experienced a long time, gradually mature. In the animation industry to the road, need the government, enterprises, audience groups and other social aspects of the joint efforts.

　　Transform government function from tube enterprise to tube market

Why is it that our current animation development is in fact in the career stage? Li Zhongqiu The real estate industry development as an example, carried on the comparative analysis. Our current animation industry faces the biggest problem is the survival problem, that is, the so-called production costs and broadcast market prices upside down problem. There has been a variety of explanations before, but it is the respective interests of the angle of the far-fetched, but if and the real estate development process comparison, it is clear.

Our country's real estate is from the housing cause to the real estate industry development come over. The current market state of China's animation is very much like the housing stage of the welfare, representing a period of government for the People's housing management, is the housing business, characterized by the housing cost and the use of rent height upside down, which is the same as the production of our animation upside down. In the process of real estate industrialization, with the government's role in the process of transformation, social commercialization into the mainstream, only to form the real estate industry today. And with the formation of this industry, not only the people's housing conditions have been improved, the housing environment, housing and transport relations have been developed, and even led to the relevant decoration design, such as 24 of the development of the industry, greatly promoting the city and the surrounding areas of urban economic development.

It is an important link in the process of animation industrialization to take an open and successful industry as an example and learn from it. The development of real estate industry experience, for the animation industry has the benefit of reference. The development of animation industry can also drive the development of some related industries, promote regional employment and promote the development of regional economy.

From government money to enterprises to support enterprise development, through the market means of the fittest, is the animation enterprises must accept the market test.

At present, some enterprises have begun to try to take the market-oriented route, Li Zhongqiu said, as far as possible to shorten the current dual-track process, for the development of enterprises, the formation of industrial chain is very important.

It should be a rational choice to open up the market by means of liberalization instead of cultivating content through subsidy and restoring market mechanism.

Policy support is essential

The government has a lot of resources. It is a successful experience for many countries to achieve the goal of regulating the market and guiding consumption through policies and integrating resources.

Many people know that the Japanese anime developed, the market mature, but few people know that Japanese anime appreciation of the formation of the soil. Li Zhongqiu told reporters that after World War II, the city of Japan's construction of urban traffic is mainly trams, people take the tram to commute for a long time. In order to pass the time, many people began to read in the car. But after all, the traffic turmoil in reading the text book effect is not very ideal, so comic books are welcome. At that time, the cartoonist made the history story, the popular novel, the News current affairs all in the form of the caricature to "the Wenhua", and was accepted quickly by the market, thus formed an emerging industry.

To the animation industry developed countries to learn. Going out is a convenient and effective way. Every year, Japan, France, the United States, Canada, South Korea and other anime developed countries have a lot of commercial animation exhibition, government departments can coordinate resources, leading enterprises to go out to show their own, learning experience, looking for opportunities, more importantly, to promote enterprises into the international market.

　　Introduction of digestion and absorption to promote animation industrialization

Haier Group, which started from the introduction of imported technology, now has developed into the world's fourth largest white household appliances manufacturer, the first brand of Chinese household appliances, brand value of 78.6 billion yuan, for 6 consecutive years "China's most valuable brand" first; in more than 30 countries in the world to establish a localized design center, manufacturing base and trading Company 2007 to achieve global turnover of 118 billion yuan. 30 years of reform and opening-up, China's development and the introduction of digestion and absorption of foreign advanced technology, advanced management experience is inseparable. In the animation industry, external processing is the introduction of digestion and absorption of foreign advanced technology one of the effective ways.

The external processing in the Japanese animation industrialization process also played a positive role. Japan relies on outward processing, has developed its own comic-book production talent. And then combined with the development of original, gradually developed into a powerful world animation.

Through joint ventures and other forms, can be introduced to absorb advanced creative experience, market experience, internationalization, industrialization standards, it is a feasible way to promote the development of China's animation industry.