Animation Circle Impulse did not bring punishment, pleasant goat, Piggy "savage innovation" how to produce huge market value

The pirate captain told us: "will be sold to TV stations do not make money, money is the toy, clothing and other derivatives brand licensing." CFP data for the 2006 China produced a total of 124 domestic TV cartoons, a total of 82,326 minutes.　　15 National animation industry base independent production of domestic cartoon 81 51,030 minutes. 2007, the country has 17 national animation industry base.　　Independent production completed domestic animation 132, 80,457 minutes, accounting for about 79% of the total production, compared to the 2006 growth of 58%.　　In the first half of 2008, the national Radio and Television Administration has recorded a total of 184 domestic TV cartoons, a total of 168,911 minutes. "Good luck to you!"　　"When the animated film" Pleasant Goat "is still doing the feasibility of the film, Shanghai, a well-known hospital line in charge of the person sent such a word, pat buttocks walk away.　　Quite dramatically, 6 million low-cost production of animated film "Pleasant Goat and gray Wolf of the Bull" grabbed the Spring Festival schedule, the premiere of 8 million, the first round of the show did not end, the box office has reached 80 million yuan, all of a sudden beyond the "Kung Fu Panda", "Lightning Dog" and other animated films. This box office Marvel, makes the domestic animation enterprise quite is encouraged.　　Another spike version of the cartoon star Piggy immediately followed, carpet-type embedded in car ads, networks, mobile TV and other new media platform, crazy bombing will continue this summer in the CCTV children's channel release of the "Pig Man Four" plot ads. The visual feast brings the brand carnival, but does not let any one animation enterprise to make the big money. Because "Chinese animation enterprises more than 60% of the profit point from toys, clothing, books and other derivative gains, rather than the animation content sold to the channel to show." "When the national more than 6,000 animation enterprises in the death of the" Chinese characteristics "animation rich way, pleasant goat, pig-man rely on" barbaric innovation ", trying to break through the channel, driving the development of the entire industrial chain.　　Their impulses were not punished.　　Forced out of the marketing breakthrough "Pleasant Goat" the "Black Horse" of the killing, indeed let a lot of people in the industry surprised. The box-office difficult to have the gains is always domestic animation dare not dabble in film production "Heart Headache", the most typical precedent occurred in 2006, costing 130 million, 5 years of China's first original three-dimensional animation film "Magic Ring" came out, the opening of the box office 100,000, released 20 days, the box office total 3 million, less than the expected box office 1/ 3. However, the animation TV ratings is the reverse growth, and kept pushing high domestic animation manufacturer's creative enthusiasm.　　Statistics show that the country currently has 78 animation (animation) industry base, animation production institutions from more than 120 in 2002 to the current more than 6,400. When everyone cuts their heads on the TV platform, "animation companies want to stand out, they must rely on the film differentiated marketing to enhance brand value."　　"Pleasant Goat Investor one of the original dynamic deputy general manager Liu said." Pleasant Goat Miracle: Time to pinch the beginning of 2008, "Pleasant Goat and gray wolf," the National book sales exceeded 2 million volumes, this red figure let the original power company decision-making to be excited ——— eliminate a reader to buy more than one set of books, according to the proportion of 30% of the target consumer population, At least 600,000 readers will choose to see the movie version of Pleasant Goat.　　If the cost control is proper, the capital preservation operation should be no problem. More importantly, from the August 2005 "Pleasant Goat and gray wolf" TV cartoon came out today, the original power company has more than 50 TV stations nationwide broadcast 500 episodes "Pleasant Goat cartoon", in Beijing, Shanghai, Guangzhou and other big cities, the highest ratings once reached 17.3%, this achievement has far exceed the same period of overseas cartoons. "A rough calculation has already nurtured about 200 million TV viewers." "But when it comes to breaking the money, it's very cautious. "Pleasant Goat" animation film production costs only more than 6 million, less than the "golden Belt" of a piece of where, or by the original power, Shanghai Wen Guang Group and Beijing excellent TV company jointly funded by three parties. "A big reason to use two-dimensional animation is also to save money, two-dimensional cost is 1/4 less than three-dimensional."　　Said Miriam. January 16 This year, the national students to enter the first day of winter vacation, "pleasant Goat" officially released.　　In order to avoid with the major cinemas are aggressively "Chibi" (the next) crash, "pleasant Goat" chose the day of the schedule. "It is extremely important to pinch at a point in time. Film consumption has always been the law of anti-economic cycle growth, affixed to the ' domestic ' label of the cartoon, parents are still very buy.　　Marketing expert Cheng this analysis.　　For pirates to do wedding clothes snatched 80 million of the box office performance, it is natural to win the appreciation of capital and industry focus. However, the original power deputy general manager of the director of Liu, but the eyes to Yidelu ——— Guangzhou's most concentrated the oldest toys boutique distribution center. Here stalls on the shelf of the cottage version of "Pleasant Goat" has stickers, paper cups, small umbrellas, plush dolls ... Whatever you want, it's all there. "There are many categories that we have not come to and develop licenses for." On TV, pirated products follow.　　"Liu-Yi said, this turned out to be the original power to the pirated products to do wedding clothes." "How can you make money?" "Liu said, animation company more than 60% of the profit point from the animation derivative products." Animation company through the authorized brand leasing companies, according to the proportion of the contract from the authorized Product Sales commission.　　But the Pirates do not have to pay brand trademark rental fees, the price of all the way down, the legitimate products of the fatal blow.　　Despite the 80 million box-office grabs of pleasant goat, immediately have chocolate, ice cream, personal care products, such as more than 10 different categories of suppliers to come to talk about licensing matters, "pleasant goat" worth following the rise, the industry joked that pleasant Goat is the history of Chinese animation The most lucrative sheep, brand value of hundreds of millions of. In fact, the rapid rise did not create "one night rich" anime myth. 2008 Original power operating income of 10 million yuan, 2009 revenue in advanceNo more than 20 million yuan, almost exactly the same.　　——— piracy is the reason for the limited gain. Direct sales of anime does not make money although with a number of well-known VCs have intimate contact, but the original motivation has not yet been the real action to draw capital. "VC is the pursuit of short-term investment after a high return, but the animation industry is to take a long time to raise, can not be quick success."　　"Miriam explained.　　The subtext of this sentence is actually the original power of the "suck gold" ability is not very strong.　　It is reported that the average production cost of two-dimensional animation is 6000-8000 yuan/minute, the animated TV show sold to TV stations, about 20% of the cost of recovery, after the CCTV channel, many provinces and cities have incentives, subsidies mechanism, can apply for a project, to seek financial allocations. However, "there will be no more than 30 TV stations with real money to buy cartoons." The industry's usual practice is animation companies to "paste" cartoons to the TV station, replacement TV ads, animation companies to the advertising time packaging sold to advertising companies.　　Marketing expert Cheng said. From this point of view, animation companies in the film, television, network and other channels projections cartoons, more is a marketing means, rather than sales purposes. The final focus is to return to promote the image of animation and reputation, and thus stimulate the development of authorized derivatives. "Plainly, by making animation film and television works to sell is not to make money."　　"Domestic animation network siege more ferocious war is actually in the network, rather than movies, television and other traditional channels."　　The most popular video site for example, Thunder, its included anime film, there are 468 Japanese anime, 36 U.S. anime, local anime only 17, the overwhelming advantage of overseas resources, Mickey Mouse, Altman, Winnie the Pooh and other foreign anime stars can effortlessly will be domestic animation new shape "sweep out". However, March 31, on the "Pleasant goat" 5 birthday on this day, a good news fell from the sky. Sarft issued the "on the strengthening of the Internet audio-visual program Content Management notice", clearly stipulated that "no film release License", "TV series Issue License", "TV cartoon issue license" of the relevant domestic and foreign cartoons, should not be spread on the internet. "This means that once the film ban is implemented, more than 90% of the foreign anime resources will be extinct."　　Animation of the show has brought the flow and the user will be gone for ever, even doubling the loss. The "High Technology" revolution of the "High-tech" revolutionary Guangdong Voice Culture Communication company CEO Guzhibin saw this business opportunity ——— not be open to the new media channel is to avoid the positive confrontation with foreign animation the best battlefield, and development momentum is strong, "new media advertising will be more and more valuable, will be the new growth of animation value-added services,　　Or will detonate animation industry ' fusion '. When the "Pleasant Goat movie breakthrough" mode stirred the chaos of animation, Guzhibin but secretly in mobile phone animation, thunder and other video sites, bus media, such as High-tech transmission channelsTao Array, rapid implantation plan for this summer in CCTV broadcast three-dimensional animation "Piggy man four" plot ads.　　At the same time Choupai "Piggy" film. High-tech as the animation industry striker's growth rate is amazing. To mobile phone animation as an example, in the absence of formal commercial and large-scale promotion of the case, by the end of 2008, China's mobile phone animation MMS users have more than 800,000, far more than best-selling book sales. At the same time, China Mobile is trying to build a perfect mobile phone animation terminal consumer mobile phone TV, April, trial business less than one months, only Zhejiang development of mobile phone anime users 50,000. "The guinea Pig series will also be played on mobile phone comics," he said.　　"Guzhibin said. This gongchenglvede type of channel incorporation is not a whim. Guzhibin's "ambition" is to rely on channel integration platform in exchange for the profitable harvest of implanted advertising. In a grant leaflet on the guinea pig, the reporter saw that the "whole brand communication" is what the pig-man attracts the dealer's fragrance.　　Cooperation authorized advertising film can be directly added to the animated advertising period, follow the animation play together, can also be embedded in the company's own products animation. The move has broken the cartoon relies on derivative sales of the traditional approach to the taste, intends to try to profit model by selling ads to sell content disguised as products.　　As to whether the formation of a unique fixed profit model, and then with the whole industry chain, still to be market test. Newspaper reporter Xiaoxin Intern siao