China animation industry chain "predicament"

China animation industry chain "predicament"

Pulse China Animation Industry Development Series (v)

Newspaper reporter Hu Liang

China's animation industry has a huge prospect, has become a common understanding of animation enterprises at home and abroad. Although, currently has 100 billion space animation market, but the profit model is not clear, this has become the domestic animation industry in the heart of pain. In this respect, the industry pointed out that the Chinese animation industry chain break, is leading to the Chinese animation industry is not profitable root cause.

　　China's blind animation industry chain

"Now there are a lot of people or organizations blindly want to build an industrial chain, or create a model of animation industry, but this model does not conform to market rules." Wangbo, director of Beijing Mutual Image Animation Co., said in an interview with reporters.

Animation industry is a composite industry, it needs to integrate from the creation to the retail terminals of every industry, this industry chain has a complex, the details of things, if the animation industry chain when the establishment of problems, it will far-reaching.

However, at present, many institutions blindly study Japan, the American industrial chain mode, on the basis of both the establishment of the market, without the social and cultural background of the investigation blindly created one after another industrial chain model, so the unscientific industrial chain is unable to bring economic benefits and promote its growth.

"Animation industry chain can not only rely on imitation of foreign models, so that eventually will be eliminated by the market." Li Zhongqiu, Deputy Secretary-General of Chinese Animation Society, told our correspondent. He said that, for example, the current domestic animation learning foreign models, the whole cartoon into 52 sets, a 22-and-a-half, in order to achieve with international standards, but did not consider the reason for the 52 sets of foreign reasons.

"Foreign 52 set is because 1 years have 52 Sundays, every week, so that can ensure the interests of advertisers, but the domestic cartoon usually 52 episodes, one day." Even more, two episodes a day, three episodes, not in accordance with the commodity advertising value of law, so attached to the animation of the content of the advertisement is greatly reduced. "Li Zhongqiu said.

A few years ago, some people put forward the Chinese animation industry chain should follow "from the serial comics to animation, to the surrounding products, to commercial licensing" such a model, but put the actual operation on the market, found that the animation industry is divided into several pieces, the enterprise, who also do not small, who also do not good. "

"China's animation industry should not blindly imitate, but should be combined with their own advantages to create a road." "Industry insiders agree.