The development road of industrial animation in the new era

On the afternoon of April 8th, the first day of the Guangzhou International Toy Fair, the "2018 Chinese cartoon image marketing conference division event and the ELBM Chinese and foreign animation and game brand authorization docking conference" was held in the bauli World Trade Expo Museum in Guangzhou. With the theme of "the new era of industrial animation and animation development", the conference invites domestic animation industry experts, manga related enterprises and university teachers, from the domestic animation licensing and industry market status and development trend, animation marketing, fashion toy building, derivatives design, animation cross boundary integration and so on. The direction of the development of animation industry is discussed. More than 200 representatives from the animation, games, toys, children's cars, baby products, stationery, clothing and other industries, as well as cultural media, finance, venture capital and other enterprise participants.

 

 

 

 

Conference scene

 

 

Moderator: Zhou Jie, director of animation department, School of fine arts and design, Guangzhou University

 

Strengthening and improving the protection of intellectual property rights in the industry

Chen Huangman, Secretary General of Guangdong Toy Association

 

In recent years, cultural and creative industries have become "national strategic industries", which have been highly valued and supported by various governments at all levels in China. The industry has developed rapidly, and the scale has been considerable. However, the "industrialization" ability of China's cultural and creative industries is still very weak, the lack of derivative industrial chain, the lack of core image, and low value-added products are common problems. As far as animation industry is concerned, the link of derivative products is the most profitable link. More than 70% of the international mature animation industry comes from the development of image use and related derivative products, and the Chinese animation industry is far from this proportion.

 

 

 

At present, another problem that our cultural and creative industries need to solve is to strengthen the protection of intellectual property rights in an all-round way. At present, piracy in Chinese animation and game derivatives market is constantly banned, which greatly squeezes the survival space of genuine authorized animation and game derivatives. The lack of profit makes it difficult for the related enterprises to invest more in the design, production and further mining of derivatives, and can not form a virtuous cycle, which seriously affects the sustainable development of the industry.

 

Therefore, it is particularly important to improve our intellectual property law system as soon as possible, and enhance and enhance the level of intellectual property protection in the industry. Guangdong toy association is the Construction Association of Guangzhou Industry Association and Exhibition intellectual property department, and initiated the establishment of Guangdong toy industry intellectual property alliance. In the future, the association will continue to take a series of measures to safeguard the legitimate interests of the enterprises and protect the development of the enterprises together with the government functional departments, the related industry associations and the industry.

 

Explore more IP and more effective channels

Song Lei, director of the development and Research Department of China Animation group

 

Under the influence of national policy guidance and macroeconomic situation, the cultural industry has become a hot spot for all kinds of capital investment. "The brand centered IP industry occupies an important position in the cultural industry, and the brand licensing industry is one of the most dynamic parts of the IP industry." Song Lei said that uncertainty is increasing, online share is increasing and channel value is increasing, which is the industry trend of China's animation brand authorization.

 

 

 

Song Lei believes that the animation brand licensing industry will have two concerns in the future: where to find more and better IP and where to find more and more effective channels. He suggested that enterprises should not only stare on animated cartoons but also pay attention to the socialist culture of Chinese characteristics in the new era (Chinese excellent traditional culture, revolutionary culture and advanced socialist culture) in the acquisition of IP. In these cultures, there are a large number of IP, IP, and the IP with their own channels, such as cultural relics, intangible cultural heritage, ancient books and so on. In the channel aspect, the enterprise's eye can not only focus on the marketing channels of the traditional animation products, but should pay attention to the innovative online and offline channels, the industrial integration market, the tourism market and the characteristic channels (the overseas Chinese Cultural Center).

 

Integrating IP whole industry chain marketing

Gu Jianyu, general manager of copyright marketing of reading group

 

In recent years, the development of Internet literature has entered the fast lane. Animation, film and television, music, peripherals and other platforms and multi angle authorization have become the trend of the times. Gu Jianyu introduced that reading group has become a very famous IP production plant in China. The company is experienced in the development of IP industry chain, such as games, derivatives, animation, music, film and television. Last year's exploding domestic animation "Full-time Master" is one of the achievements of reading group to open up the IP industry chain.

 

 

 

"Full-time Master" can win the fourteenth China Animation Golden Dragon Award "best marketing anime Award", mainly from the animation and advertising marketing seamless links. According to Gu Jianyu, "full time master" and McDonald, Fawkes, pulsation and other brands of marketing cooperation, including the online McDonald's products through scenes, sowing, props and other forms of animation into the animation, under the opening of the theme shop, the sale of derivatives. In the aspect of authorized cooperation, it mainly includes personage image authorization, animation weapon authorization, customized independent animation advertising, marketing linkage, and the development of peripheral products.

 

Gu Jianyu said that the reading group has formed the pan entertainment IP development ecosystem with IP as the core, and this will also be the direction of future industry development. They will bring the IP brand into the consumer's heart through the way of "culture + consumption".

 

Realizing the marketing fusion of toys and anime

Guangzhou Dali Animation Co., Ltd., general manager of animation business group Zhu Ling

 

Animation works provide more materials for the development and design of traditional toys and broaden their thinking.