Is the "bear infestation" generated by accidental brush explosions a cartoon kingdom?

Wen/Zhang Shule

Published in the October 2016 issue of Business Review. Abridged at the time of posting

The premiere record, three days of broken billion records, the total box office record ... the bear is the most popular animated movie in the spring of 2014, but also refreshed the Chinese animated film box office record, the next year, "Bear haunt the Snow Ridge Bear Wind" in the form of surreal landing screen, Again to 295 million yuan box office results, refreshed its own set of domestic animation film box office records. Until six months later, by the "People's daily" as China's animation film in a decade of rare phenomenon-level work "The Return of the Holy Monkey" to 952 million yuan at the box office beyond ...

But behind the bear haunt, a more ambitious Fang special animation industry chain is a very strong ability to absorb gold, swept through, haunt in Europe and the United States and Japan animation suppression also a bit of the desertification of the Chinese animation industry.

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Accidentally hit two bears? The survivors of the wild beasts trial

For the producer of Huaqiang Infante, two bears will be so rounds, but it is an accident.

The earliest bear infestation, only 52 episodes of the "Zodiac Legend of the 12 zodiac story" In the Little Dragon set, known as the North Ridge Three Bears. In addition to when Dagujieshe bandits, but also part-time responsible for comedy. Shang Lin, senior vice president of Huaqiang, recalled: Although the small supporting actor, every appearance is very popular with the audience. Do you want these bears alone ' carry ' out, custom-made a cartoon?

As a result, three bears became two bears and also had names. "Remember when they took a lot of names let me set, I said, called Bear, Kumaji bar." The name looks silly, but the audience is good to remember. "Senior vice president of Huaqiang," Bear Infestation "series director Dingliang this story of the birth of bear infestation: the protagonist set as a pair of bears, the need to set the opposite role. Originally thought of is the hunter, after repeated discussion changed to logging workers "bald strong". The two sides are not natural enemies, so it is convenient to enlarge the story model space.

But in fact, as with the name of the two Bears "casually", the first to rely on it technology, electronic products, the Huaqiang did not see them very heavy, but as it began in 2004 in the country's major regional construction of the Infante theme park, one of the derivatives of the existence. Chang Linlin said, "There are also" chicken bad, "" 12 Zodiac Story "and many other cartoons at the same time, the regular production every year. ”

Did not think, "Bear haunted" animation TV project in 2010 to start, 2012 in the television broadcast quickly after the hot, 2013 network Click Up to Pertos, ranked "China Animation index" List of the first, became a well-deserved explosion.

and home of the 12 zodiac, chickens, insects and other animation group into the market, bear infestation success is accidental, but also huaqiang at that time, many animation collective impact on the market for multi-angle trial and error survivors, lucky.

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Starbucks + Chinese Tea! No topic is mediocre

Before bears haunt, for 10 years, China's animation market is "cat" and "sheep" rule.

The accidental popularity of two bears did not become a transient phenomenon. The main plot of the bear infestation is that the two bears and loggers have a different attitude towards the forest, which has led to a variety of funny duel stories, which are flattering to environmental awareness.

How does it keep going hot? According to Dingliang, from the style of the animation-Starbucks + Chinese Tea, "we decided to use the American animation humor funny style, Hollywood storytelling way, to tell a Chinese local story." "But in the external perception, overall, the" Bear haunted "animation television is relatively simple, also in line with Chinese animation simplification narrative, facial image, low-young audience's consistent style.

Of course, to do technical background, and the goal is to build OO after the explosion of the Huaqiang, but also in the animation has a lot of new performance, such as in the technical level, will be strong animation two-dimensional production line stop, specializing in three-dimensional animation, take the industrial animation route, which also let its overall animation performance than the same time domestic products; In order to show more accurate, Huaqiang let animators leave the computer, Jicisanfan down to the northeast forest area to study the local life, to ensure that the geography, vegetation and customs do not appear in the mishap; in the broadcast time, choose CCTV Children's Channel 9 o'clock to 10, the goal is directed at the node of the family.

In addition, the animation changes the standard mode of Putonghua, the wild path of the dialect into which, such as Kumaji voice actor Zhang Bingjun, said a mouthful of "mixed" northern accent, which directly led to the Bear 21 will Jinan dialect, a will and "dry Kazakhstan" soar up the Northeast dialect. Unexpectedly this does not want to insert willow practice, let Kumaji usher many fans.

But the real success is after the advent of animated films. February 2013, the Lunar New Year special article "Bear Haunt the Spring Festival" landing CCTV children's channel premiere, that is, the CCTV children's channel since the start of the highest viewing record 3.85%; On this basis, the first bear haunted animated film "Capture the Bear soldiers" came into being.

This time, Huaqiang jumped out of the narrative of the simple story, but is imitating the Japanese national animation "Doraemon" way, in the theater version for the TV animation in the opponents set a common opponent, and then implanted more social issues, so as to win more parents are willing to take children to the movie.

This is the same as the earlier Chinese animated film as its animated TV, just play a noisy family mode formed a difference. Although the "Bear infestation" big movie is not like "the return of the great" as the real age, but the reality of laughter in the educational significance such as environmental protection, parent-child and life, so that the bones have "entertaining" concept, the same with the animation grew up in the parents of Gen Y, with the reason for money to buy tickets. And before the various high-quality resources, so that parents have to buy tickets again and let the children watch the TV animation reasons. At the same time, such a public topic with the global, also makes "bear infestation" can be landed in more than 100 countries and regions of the cinema, and by Disney, such as welcome, this is "grounding gas" three words can be summed up.

To open the wallet of Gen Y parents, in order to open the world after 00, Huaqiang began to use two bears to open their worlds, but also the ability to continue to detonate.

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Open + closed loop, Chinese style peripheral play

13,000, 200,000, 23 million ... According to the chairman of Huaqiang Infante Liang interpretation, these figures summed up the establishment of 9 years of Huaqiang Infante.

13,000, is now the size of the staff, 200,000, is the number of animation cumulative minutes, 23 million, this is 20 theme park 2015 years of total number of visitors, this data through the international theme park authoritative organization tea certification, ranked eighth in the global theme park. Meanwhile, Huaqiang plans to double the number of theme parks in the next 5-10 years, reaching 40.

Behind the numbers is a whole chain of industries that have been formed to operate. According to Huaqiang, its theme park is "Creative design + research and development production + management" as a profit model to operate, and bear infestation is only one of the most famous IP explosion.

But these are the two dumb bears. According to Huaqiang Infante revealed that at present, "bear infestation" 3 films total box office of 830 million yuan, animation authorized merchandise value of 2 billion yuan. This to a large extent, the Chinese animation industry has been unable to open the animation around the market bottleneck.

Note that the animation industry often rely on the vast surrounding industry chain profit (animation-based concept of toys, food, jewelry and so on, as well as music, images, books and other cultural products), in Japan, animation episodes of its own sales and animation surrounding product sales ratio of about 3:7, and in Europe and the United States, Animation and its surrounding income ratio can even reach 1:9. In China, the past criticized the animation surrounding difficult to develop the reasons, always due to piracy is too rampant, and how to do it?

The fight against piracy is one of the rings. Only in April 2016, Shenzhen and Quzhou sentenced two cases of "bear infestation" infringement cases, the two stores in the two places were fined 35,000 and 5,000 yuan respectively for selling unauthorized notebooks, toys and stickers.

But this is only a symbolic qiaoshanzhenhu, most of the domestic animation enterprises in the past few years often similar to activism, but in the face of Piracy act is not a big role, such as "pleasant goat and ash too wolf", said the market more than 80% of derivatives are pirated.

For Huaqiang, the more effective way is to make a closed loop. Hua Qiang animation on the development of derivative products have been relatively cautious. Despite the development of food, toys, books audio-visual, hand-tour, mobile phone shell, such as more than 10 categories, more than 2000 kinds of products, but has not been like "pleasant goat" derivative development as the overwhelming expansion of sales.

According to Chang Linlin, Huaqiang's derivative products are divided into two parts, part of their own development, mainly tourism products, primarily in the park sales, the other part of the authorized partners to develop. Some of the difference is that partner products sell more in the market.

The key to the closed loop is not to replicate. In order to expand the influence, the "Bear Infestation" series launched the stage play "bear haunts the Colorful throne", a year nationwide tour more than 200 games, throughout all provinces, but also in the National Special Zone, equipped with "bear infestation" theme around, cartoon reality show, adventures and other activities, every day affecting thousands of tourists everywhere, In addition, there are other anime IP derivatives are also operating. These derivative products, which can only be felt in the theme park, are difficult to pirate and ensure the stability of the animation industry chain of Huaqiang Infante. Outside the park, although the ability of closed-loop can not be revealed, but in the authorization, Huaqiang is also a ingenuity, some licensing development angle is rather tricky, so that piracy difficult to enter, such as the licensing industry rarely involved in building materials.

However, for the time being, the revenue from the theme park of Huaqiang is still a big part of the ticket revenue. The public data show that Disney in the global theme park, the weight of the ticket revenue is not big, 60% of the proceeds from the derivative, such as two consumption.

And the company's distance is still very large, but in the prospective industry research Institute shortly before the report pointed out that the current China's 70% theme park in a loss, 20% flat, only 10% to achieve profitability of the environment, Huaqiang Infante has been ahead.

Animation industrialization, the key to have technical fan

Just rely on two bears, want to lay a country, certainly not enough to see. Huaqiang also recognized this, in addition to the recent "bear infestation" of the first audience has grown up, began to set up for different ages children's new "Bear Infestation" series ("Bear Paradise" (2-6 years old), "Bear's Adventures Diary" (6-12 years old), also launched the Happy World, Dream Kingdom, Water park three major theme park types, to create a "charming drama", "Eternal Butterfly Love", "Nu wa Legend", "Kyushu Verve" and so on more than 10 strong self-designed large-scale high-tech theme projects of the theme park.

"In fact, Huaqiang theme park at the technical level, and Disney, Universal Studios These international first-class theme parks have narrowed the gap, the project form is also participate in interactive experience, the biggest difference is the brand and culture. "Liu Daoqiang for his own company's praise is palpable, and in two bear super IP of the explosion of the pioneer, the next step of Huaqiang Infante's main direction will be more Chinese wind."

But to realize the full-scale animation industrialization, only a good story is far from enough, and in the bear haunt and Infante theme park success behind, the power of technology is really supporting its success from chance to inevitable reason:

One is the long-term technical precipitation, so that Huaqiang Fang special even if there is no bear, nor weak. such as Huaqiang Digital animation to achieve the artificial intelligence technology, database management technology, large capacity without gap rendering array automation technology as the core, all paperless, large-scale, professional production; At the same time, its derivatives integrated the special film, digital animation, theme performance, cultural science and technology theme park, and other areas of the theme, Story, image and other intellectual property, all make its IP matrix and derivative matrix, in the technology has a strong barrier, difficult to replicate. Just waiting for the money to detonate the market, also has a story to "speak" good strength.

The other is the multi-complementarity of technology, which makes the whole industry chain form a kind of staggered attack situation. according to Dingliang: "We first to special film project to form a theme of the park, it supports the animation plate brand development and run-in, and now in the field of animation and film to make bear haunt this star brand, make it a platform on another new profit point, and began to give back, Or the operation of the theme park and other links in the industrial chain. "Such a multi-point complementary and staggered way, it is easy in the super IP when the success of the formation of a proud state of glory, but also because of multi-point layout, multi-IP trial and error, it is difficult to damage a loss."

On the contrary, in the industry more tangled animation industry and industrial animation problems, Huaqiang Infante instead into a chaotic state, seemingly to bear the cartoon industry, gradually formed a similar to Mickey Mouse as the forerunner of the Disney-style industry derivative, that is, animation industrialization, but also originated from technology, started in the theme park, And then to develop a series of animation IP, and similar to the first toy after the children's treasure, that is, animation industry.

Do not struggle with eggs or chicken first, but ultimately the same way, is the way. Just, for Huaqiang Infante, except bear, no weight of IP, this is its current most need to solve the problem ...

Zhang Shule TMT Industry observers, game industry commentary: zsl13973399819 book has "Pathfinder-the Internet Age industry Transformation Revolution", a drill to the ground seam in search of entrepreneurial vitality books. All major online stores and bookstores have sales.

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Is the "bear infestation" generated by accidental brush explosions a cartoon kingdom?