The father of Louyongqian: My wife urged me to "catch sheep"

Core tip: "The father of Pleasant goat" Louyongqian in recent time too busy too busy, the company staff for several weeks can not see him, so people to let pleasant goat red through China's real life is full of curiosity.　　"In fact, I was like a wolf, every day by his wife urged to go out to write money"! Louyongqian witty words to the broad masses of attention to his people revealed his life! A forever in the clamor to eat sheep but never eat the wolf, a group of wisdom to overcome the threat, luck is also perfect sheep--China's local animation "Pleasant Goat and gray wolf" applauded and popular, in children and young white-collar quickly became popular.　　The play in the Sheep and wolf dolls in the mall and the street hot, many love the film's netizens also summed up: Married to marry Gray wolf, a person to do lazy sheep. August 2005, "Pleasant Goat and gray wolf," the television version of the official launch of the highest ratings of 17.3, to become the top television ratings. Next, pleasant goat get "eagle", "Jinlong Award", "Magnolia Award" and many other awards.　　Then, its animated film box-office reached 90 million yuan, the estimated 2009 derivative products may reach hundreds of millions of yuan. "The father of Pleasant goat"--Guangdong original Power Culture Communication Co., Ltd. General manager Louyongqian recently in Hong Kong, the company's employees see him a few times a week. Financial week when the reporter called him, his ring tone is also the theme of the film-"In fact, I am a sheep": "American sheep, sheep, lazy sheep ..." His voice is a little tired, but full of joy. Because the "Pleasant goat" series of films recently in Hong Kong summer stalls aggressively, "there are many things now, how can not be too busy." In fact, "pleasant Goat and gray wolf" is not Louyongqian created the first box office myth, he has planned 20 sets of Modern Family warm comedy "have a room to rent", in Shanghai region to obtain 18 points of ratings.　　For several years, he has produced the original Chinese city sitcom on the Chihu, in Beijing and even the country to create a off-peak peak, consecutive high ranking in Beijing's top three. Louyongqian from the 80 's is the famous Hong Kong lyricist, has participated in the planning of singers or bands of concerts are: lui, Jacky Cheung, Anita Mui, Wen Band, Zhong, Tam and so on.　　He has been starring in the film "Do not take off the socks," the creation of the script, this film for Maggie Cheung won the Hong Kong Film Awards Best Actress award. Louyongqian's voice was mild and cordial.　　His company employees said never saw Lou total temper, no matter how hard the start-up phase, difficult, he is very easy-going, something to find staff to discuss. The birth of the "pleasant Goat" animation company original motivation, the current derivative of the profit has surpassed the sale of broadcast copyright profits, up to hundreds of millions of of gross output. The number of employees from the earliest 10来 to 170 people. At present, they are busy with the production of the second film of Pleasant Goat, they said the preparation time is much more than the first, no matter is the picture or the plot, will be excellent many, the time should be in the next spring Festival, just usher in the year of the Tiger, Take righteousness "Die SheepWei ", want to be very interesting.　　[Page] "Pleasant Goat" created the Chinese animation industry miracle, and this China's popular star lamb behind what exactly is the story?　　What is the secret of its success? 　　How is pleasant goat born?　　Student auditions: The idea of a pleasant goat and a grey wolf, beginning at what time? Louyongqian: When the company's first animated film, "Baby daughter Good Mother," was aired in 2004, hit, ratings and audience response are quite good.　　After this film aired, began to consider the creation of a second cartoon. In the creation of "pleasant goat" at the beginning, but also quite a time: What is the theme? What do you do with your image? How to set the story? At that time set several design principles: one is the contradictory opposition of the role, relationship to simple, with a little cute, with a little humor, even a little funny ingredients, can be touched by the story; the second is in the image design, the line to simple, color to clear, one eye can distinguish different roles, memorable, easy to produce a variety of derivative products,　　Also easy to be accepted by consumers; Three is to personality, personality outstanding, good can not perfect, to have a small problem, bad can not bad to nausea, to have a lovely side, in addition to children like, adults see or reject it, at least not hate it. Based on these attributes, the company divided its employees into 10 groups, each presenting a creative story, with cats and mice, tigers and rabbits, ants and elephants, sheep and wolves being presented.　　After screening, and finally selected the wolf and sheep of the enemy to do the protagonist, one of the natural enemies of the world's consensus, and in the world there are about wolves and sheep legends, stories. How can the biggest and most vicious enemy produce comic effects?　　We think, although "gray wolf" is very fierce, all day long shouting "to eat sheep", but it has shortcomings, so we designed it as a failure of the role, we gave a greater power to restrain it-give it a "wife", and then have a comedy. At that time to give these images name, also a little funny ingredient. In order to be different from the traditional term "big gray wolf", the wolf is called Grey Wolf and Red Wolf.　　and the name of the lamb according to their personality, with the Chinese word homophonic: Pleasant goat is beaming, lazy sheep is languid, boiling sheep is the uproar and so on, catchy, easy to remember and festive taste.　　We began the design of sheep and wolves to the company's design staff group to design, some abstract image, some realistic image, some abstract and realistic combination of the image, and finally the design of the image of the primary and kindergarten to let students choose. Put all the designed images on their school corridors, and have each student hold stickers on their favorite sheep and wolves. In this way, the number of votes of the sheep and the wolf image is identified as the protagonist image.　　"Pleasant Goat and gray wolf" was also born. Financial one Weekly: You originally is Hong Kong TVB TV senior writer, How would think of starting to do animation? Why not make a TV show?　　Louyongqian: I went to work in the mainland in 1993. At that time, Youliang ("one of the Five Tigers") in Guangzhou and the mainland six television stations to set up a City Communication Co., Ltd., for mainland television to produce variety shows.　　At that time, I was working with a group of Hong Kong Film and television producers to disseminate the work in the city and then entered the mainland film and television production industry.　　1996 years later, basically in Beijing to do the producer, and a lot of mainland film and television companies to create a number of film and television dramas, but also for the mainland television programs produced a lot of programmes.　　Original impetus was established in 2004, its predecessor is an advertising company, called Su Shin Advertising Company, the company's general manager Liu-meter and employees are mostly the original urban communications company's mainland colleagues, has been linked, there are some business dealings. 2002, the State also began to attach importance to the animation industry, and issued a lot of support for the animation industry policy, Liu Vine Miriam They think the mainland's animation industry has the prospect of development, it is intended to transform to do animation. So they asked me to join their team and do the animation together.　　Moreover, I also feel that the mainland's animation industry is heating up, is a good choice, joined the team, began to create animation.　　Related news: > More about "pleasant goat, gray wolf, Louyongqian" information [page] Financial weekly: Can you tell the story behind the cartoon characters? Louyongqian: In fact, a lot of material in "pleasant Goat and big wolf" comes directly from the writers ' own life, they often sit around a large table chatting, talking about childhood experiences, friends and all kinds of interesting things.　　In fact, everyone's childhood, happy elements are similar, such as "lazy sheep" this kind of love sleep classmate, in everyone's memory in fact exist. The Gray wolf in the cartoon is a bit like myself. Gray wolf to small fat sheep ruthless, but to his wife Red Wolf special good.　　I also like this, every day to listen to the wife said to go out to write, earn money to support the family, and Red Wolf said quickly to catch sheep. Other images also have similar settings: like the pleasant goat, pleasant goat is a slow goat's assistant, students, walking, doing things are very impatient diligent, often slow sheep only said before a sentence, he has robbed in front of the work done, but most of the time did not listen to the whole, do things often make jokes. The goat is a fashionable celebrity in the village, and is proficient in makeup, sewing and gardening. It was inspired by the kind of girls that boys would secretly love when they were in school.　　Sheep Village also has an boiling sheep, do things forthright, regardless of the consequences. Think carefully, like any class will have such a classmate, very strong and reckless, everything is the first to stand out. Lazy sheep is to put our past discouraged some of the attitude of life to it, such as lazy and greedy. In fact, everyone has such a time, tired said: "Ah I do not want to move, do not call me dry."　　"It's really cute," he said. 　　Why does pleasant goat succeed? Break the Sermon Pattern Financial Weekly: I heard you tried several cartoons at the beginning, but not very successful, and why?？　　Louyongqian: Well, like "the baby daughter Good Mother", although in Beijing, Shanghai and other place's ratings after "news broadcast", but painstakingly spent 5 years to recover the cost. There are several reasons for unsuccessful: On the one hand, the production fee and the broadcast fee are seriously not proportional. The current one-minute cartoon production costs about 10,000 yuan, or even more, but a minute of the show on television broadcast, the general price is 10 yuan/minute to 20 yuan per minute, the big TV station to 80 yuan, 100 yuan, and even some TV stations to pour money to broadcast, even if you run all over the national television station,　　Animation works by broadcasting to "feed the family", and even make money, it is "impossible to complete the task", now the original animation is basically "put a penny on the loss of a penny."　　And when it was launched in 2004, many TV channels do not have to buy a budget, most of the time is free to broadcast TV stations, television to a certain amount of advertising as compensation, but to do their own advertising stickers, and advertisers have to find their own, when the advertising is the original motivation of the most important source of income. In addition, derivative product development is not in place. At present, the profit of cartoon mainly depends on derivative products, it is impossible to make profit by broadcasting in short time.　　Because there is no experience, in the creation of "baby daughter good mother" did not take into account the derivative products, the character image design is not cute, derivative development is very limited, almost no development, and no operating experience.　　Financial Weekly: What do you think is the most successful reason for pleasant goat? Louyongqian: The greatest success of "Xi" may be to break the sermon-sleeve.　　The core principle we set for pleasant sheep is to be joyful and not to preach. Because one speaks of Chinese anime, it will make people feel low, simple, civilized these aspects. Most people think that anime is for children to see, and must let the children in the time to see the education, learn something, so at present many domestic anime still stay at this stage, with history, allusions, legends as the theme, and even high, large, full of the typical role model for the theme, to cram the teaching form for content, belong to " Show "excellent traditional culture" in a scripted way.　　I heard that now "pleasant goat" in the mainland on the children's awareness and influence has surpassed the "Mickey Mouse and Donald Duck", in their minds, "pleasant goat" is the preferred anime image. In addition, we found that many young white-collar workers born after 1978 also love to watch this film, because they feel that watching this film is very easy, can resolve the pressure. Perhaps this age of white-collar workers are mostly watching cartoons grew up, there is a heart of animation complex, it seems that they do not want to grow old. Psychological experts say, this is a memory identity, when you get used to something, when you encounter problems will naturally think of this matter. It's like you're used to Coke, and the first thing you think about when you're thirsty is cola.　　Have a profound childhood memories of "generation" and "Ben three Clan" is the new era of the first consumers. Financial Weekly: I heard you were starting a businessThe environment is very difficult, can you say a few memorable things?　　Louyongqian: Although "pleasant goat" is the market "lucky", but also the use of low-cost production, if from the planning and starting to calculate, also after nearly 5 years of investment payback period. In the market operation process, we also experienced a lot of ups and downs. Because the animation upfront investment is very big, late recovery is very slow.　　Really beginning to have a transition, is the company set up in 2006 authorized department, so the streets have a pleasant goat derivative products, we also began to realize the profit. After all, in the domestic, "animation first", funding gap and investment risk is great.　　Animation enterprises rely mainly on derivative products to recover funds, profits, but the derivative of the licensing, development, production, sales is not easy. At that year, we signed with the television station in the form of fixed columns of cooperation agreement, the commitment to the TV station is to provide 208 annual collection of "Pleasant goat and gray wolf." Compared to the previous "baby girl's good Mother" only 40 episodes of annual output, this number for the younger team means unprecedented pressure. From 2004 to 2005, almost all the employees were involved in the creation of "pleasant goat".　　In this year, the original power in the state of zero income. At that time, the cat in the building in the house, meals are collective takeout, the evening often overtime to 12 o ' clock in the night, more than 50 people together very spectacular work. The night guard at the office was initially scared and asked, "What's your company for?" Why are so many people always midnight away?　　"There were also people who left because of dissatisfaction with economic income, but most of them insisted on staying. Financial Weekly: What do you think is the biggest impact of TVB?　　[Page] Louyongqian: Professional to do professional, if not professional people to do professional work, it is bound to be difficult.　　Pleasant Goat's Future: Do 1000 set theme amusement park Financial one weekly: This cartoon industry chain is very complete, the proportion of profit is what kind? Louyongqian: "Pleasant goat and gray wolf" since 2004 began to create, over the past few years, while creating, while broadcasting, while recycling, around more than 20 million yuan investment.　　Investment includes staff expenses, office expenses, distribution, publicity, promotional expenses, etc.　　Income mainly comes from television broadcast income, advertising revenue, derivative products authorized fee income. The "pleasant goat" derivative products have developed several major categories of dozens of varieties: Book copyright has a value of more than 40 million yuan, audio-visual copyright millions of yuan, "Pleasant goat ice Cream" last summer sold more than 5 million yuan, plush doll production value of more than 20 million yuan; KFC gifts toys up to 3.5 million sets, output value more than 10 million yuan　　Shenzhen merchants loan activities sent more than 150多万份 of pleasant goat gifts; Pleasant goat children's toys, clothing, stamps, postcards, stationery and other listed, sales ideal; even credit cards, network expressions, online games, music downloads, mobile screensavers and so on have the corresponding authorized developers ... Especially the pleasant goat and the ash tooWolf movie "Bullish", is only about 6 million yuan investment, only the box office income has now exceeded 90 million yuan.　　"Pleasant Goat and gray wolf" in more than 4 years of broadcast, the current rate of investment recovery: Broadcast copyright revenue accounted for only 30%, 40% from the image of derivative products authorized, and the other 30% from other income.　　2009, "Pleasant goat" derivative products sales value will have a big breakthrough, may reach hundreds of millions of yuan, then the proceeds of derivative products will be more than the animated broadcast revenue itself, now more than 50%.　　For such achievements, said not very satisfied, after all, the recovery period is too long, but for the current mainland animation industry, this is a great achievement, so should be more satisfied.　　Financial Weekly: I heard that you are busy with film production recently, Can you talk about the situation? Louyongqian: We are in the middle of the Spring Festival next year, the Lamb Lamb movie "Die" is currently in intense writing. We hope that "watching pleasant goat movie" will become a new folk custom of children's Spring Festival every year. The company's first film "bullish" to 6 million yuan cost to create a domestic small-cost animation film box office myth. However, we feel that last year the film was a bit rushed, relatively hasty.　　This time we are ready from the end of the last film.　　Financial Weekly: You make animation, compared with many domestic animation companies, what advantages? Louyongqian: Compared with the domestic counterparts, the advantage of the original motivation lies in a strong creative team, a professional screenwriter team and anime painter.　　The company currently has more than 10 experienced full-time, professional screenwriter, there are more than 100 professional anime painter, to ensure high-quality, high production of animation creation.　　A weekly financial management: Many people are engaged in the animation industry, but may encounter a variety of problems, you feel good animation industry is the key? Louyongqian: Anime and other creative industries, should be the story of the king, have a good idea to have good works, in order to get the audience favorite.　　In the CCTV high-end talk show "dialogue", I and "Kung Fu Panda" director Osborne agreed that "Xi" and "Kung Fu Panda" success lies in good stories.　　Financial Weekly: What are your plans for the future? Louyongqian: "Pleasant goat and gray wolf" at present we have created nearly 600 episodes story, the key is to see the market, if the market accepted, it can continue to do. In the future, we plan to produce 60 sets of happy goat cartoons each year.　　But later creation will change, not a story, but a continuous series of stories into a unit story, the immediate goal is to do 1000 episodes.　　Pleasant Goat movie version will also be launched every year, in the Spring Festival Lunar New Year file release. Xi Yang Yang puppet drama "Memory Thieves" is touring the country, has been in north China, east China, South China and other major cities staged more than 80, is now to the northwest, Southwest and large cities touring. This year's target is the national large and medium-sized cities staged more than 200 games. The puppet show will also launch 2 new productions each year, which is planned in Beijing, Shanghai, Guangzhou and so on.The big cities set up a regular theater to perform.　　The plan for the next 5 years is that, in addition to "pleasant Goat and Grey wolf", "Cuju small Hero", "Seven Color War" and other animated new works will be launched, in large stores, convenience stores, chain bookstores/audio-visual stores, shopping malls counters, online stores and other channels to establish more than 1000 retail networks and 500 authorized dealers and franchisee network.　　The company's long-term goal is to establish a theme park-"pleasant sheep and sheep amusement Park", set the cartoon doll stage performance, parade, game stalls, electric amusement equipment, parent-child paradise, product sales in one, is committed to build by the world's children have the childlike welcome "Chinese-style Disney" paradise. Louyongqian Profile: 1978-1981 TV Broadcasts Co., Ltd. variety show screenwriter 1981-1986 Hong Kong Radio Television department variety show editor 1986-1989 TV Broadcasting Co., Ltd. edited 1989-1991 Asia television creation director 1992-2001 City spread Collection Group Co., Ltd., Zhongtian Communication Co., Ltd. production manager; Ningcholi Entertainment Production Co., Ltd. and other media company executives 2001-2003 Beijing Asia-ring audio and Video Production Co., Ltd. as Production Director 2004 to date, the original dynamic general Manager