"Pleasant Goat and gray wolf" after the box office failed to hit the bottom of the scene

Time let a brand from obscurity into a well-known, time and let a brand once brilliant fell on the dust. A decade of animation series movie "Pleasant Goat and gray wolf", since 2012 set a 167 million yuan box office after a series of losses, is the release of "Pleasant Goat" seventh movie premiere of the box office is only 14.69 million yuan, far less than the same theme film "Bear Infested Snow Ridge bear Wind" 40.08 million yuan box office. The face of the brand's lack of gold, as "shepherd" of the Austrian fly anime next will lead the "flock" to where?

The valley after the scenery

Once the "pleasant goat" repeatedly hit the domestic animation film record. The first movie edition of 2009, "Pleasant Goat and gray Wolf's bullish" into the national courtyard line and obtained 100 million Yuan box office results, refreshed at that time the domestic animation movie box office record. Since then, the annual spring Festival stalls will have a "pleasant goat" film version, four of the movie box office are growing continuously.

However, 2013 years of "pleasant goat" movie hit the box office trough, for two consecutive years the box office fell, in 2014, the sixth movie was not even a breakthrough billion, only won the box office of 86.2 million yuan, back then with "pleasant goat" with the movie "Bear Haunt the Bear soldier" But the 248 million Yuan box office, the fierce market competition has become a "pleasant goat" has to face the reality.

In the face of the film box office continues to lower, the Austrian fly animation related responsible person in the Beijing business newspaper reporter interview reluctantly said: "' pleasant goat ' just started a few years belong to ' a solo show ', but because of the Spring Festival schedule animated movies, constantly increase the competition between the same type of film, the ' Pleasant goat ' box office has a certain impact. ”

"Shepherd" shifts three degrees in five years.

2005 Guangzhou original Power Culture Communication Co., Ltd. (hereinafter referred to as "original Power") will be "pleasant goat" after the launch of one night Red River North and south. "Pleasant goat" animation in the domestic dozens of television stations in several rounds of broadcast. The total box office of six films is more than 700 million yuan, and according to related personage forecast, "pleasant goat" the derivative market scale has already surpassed 6 billion yuan.

"Pleasant goat" in the popular, but also attract the attention of the capital market. 2010 Original Power and Disney reached a global licensing agreement for goat's derivative products, 2011 Italian Malaysia International in cash and shares in the form of HK $814 million bought "pleasant goat" derivative copyright. Two years later, the Austrian fly animation to buy 634 million Hong Kong dollars from Italy and Malaysia International Hands "pleasant goat" derivative copyright, and to 36.396 million yuan to acquire original Power 100% stake, will "pleasant goat" content production, product distribution and derivative sales and other rights to their own.

Repeatedly easy Master did not let "pleasant goat" the value of the explosion, but unexpectedly shrink. In just two years, "pleasant goat" derivative copyright transaction costs have shrunk by nearly 180 million Hong Kong dollars. "Pleasant goat" brand acquisition of the value of the reduction and Italy and Malaysia international revenue situation is inextricably linked, in the acquisition of "Pleasant goat" brand copyright, Italy and Malaysia international performance has not been significantly increased, the loss amount has increased. The company's 2013.5 Annual report showed an international turnover of HK $59.23 million in the first half, lower than HK $74.29 million in the same period in 2012, and a loss of HK $52.8 million from the same period in 2012.

The loss of the box office

Animation market competition, the audience narrow, lack of innovation, the story of repetition and other reasons has become a "pleasant goat" to advance the obstacles. Audience Wang said: "After 10 years of ' pleasant goat ', the content of the story basically did not change, or the flock of sheep and a gray wolf fight endless." I don't want to take the children to the cinema again. "Pleasant goat" in recent years, the content of almost no major changes, but also attracted outside the production team suspected of "laurels" questioning.

A cinema manager said: "The ' pleasant Goat ' 's box-office decline is related to the lack of innovation in its content." Compared to the first four films, the ' pleasant goat ' plot changed less, forever in grasping the sheep, eat the story of the sheep, the audience has produced aesthetic fatigue, with the release of the film in recent years gradually increased, people have more viewing options, the ' pleasant goat ' movie market share will naturally decline. ”

The annual launch of a film, continued consumption of the past accumulated popularity, has lost the freshness, by "laurels" growth market share has been difficult. Deng Lili, director of the animation and Game Research Center at Peking University's Institute of Culture and Industry, said that the "pleasant goat" was too arrogant, and partly because "pleasant goat" producers did not grasp the audience's needs. Now people's taste changes very quickly, only able to accurately grasp the direction of the market, can be in the fierce competition to occupy a place, and standing still can only stagnate.

Austrian fly anime led "flock" to where

In the operation of Animation brand, many successful cases abroad are worthy of reference. In 20th Century Fox's "Ice Age", for example, in 13 only launched four, the world's total box office more than 2.6 billion U.S. dollars. Each film in the Ice Age has an interval of 3-4 years, with the exception of story backgrounds, events occur in the environment will be changed, "Ice Age" the core of a total of three, each film will continue to have a new supporting role to join, the general number of 2-3, "pleasant goat" protagonist too much, only the sheep have 6, there are 3 wolves, Lack of a storyline.

Austrian fly animation related officials said, in the acquisition of "Pleasant Goat and gray wolf" brand, the brand's revenue has achieved good performance. In addition to seven major movies, 1222 sets of animated TV, hundreds of books, at present in the new media distribution, derivative licensing and sales, game development and licensing, theater and other fields have been opened up, creating a higher commercial value. Future Austrian animation will integrate the group resources, the "pleasant goat" brand for all aspects of the promotion, online joint publicity, "Happy Goat 10 Anniversary Tour", fashion cross-border activities and public welfare projects will be introduced in succession.

The value of the animated derivative is directly related to the reputation of the product itself, and the potential value can be expanded only if the influence of the work is continuously improved. To occupy the market, "pleasant goat" needs to change the story content according to the change of the audience's aesthetic.

In addition to the decline in market share, "pleasant goat" also suffered from the proliferation of derivative piracy problem. "Derivatives have become the main economic source of the animation industry, and pirated products flooded the market will seriously affect the brand revenue." Enterprises can reduce the loss of infringement by strengthening the brand promotion and continuously introducing innovative products. Deng Lili stressed.

10 years ago, the domestic animation market few well-known brands; ten years later, "Pleasant goat" fame and fortune, but also suffered from the box office decline and market share decline and many other problems. The next 10 years, "pleasant goat" will achieve what kind of results, Austrian fly animation will lead the flock to where? and wait and see. (Reporter Louyan Shenyanyu/Vendai/tabulation)