The 188bet game industry is a creative industry that combines culture and technology，Referred to as “the most promising sunrise industry in the 21st century”。At present, my country’s 188bet game market has also achieved rapid growth，The market size of my country’s 188bet game market in 2015 was approximately 1,20 billion yuan，Expected to exceed 2 by 2020,00 billion yuan，The compound annual growth rate from 2015 to 2020 will remain at 14%，Huge market development potential。But compared with developed countries such as the United States and Japan，There are still many problems in my country’s 188bet game industry，This article hopes to sort out the historical experience of developed countries，Provide some inspiration for the development of related industries in our country。

1. Development status of global 188bet game industry

1. Overview of 188bet game industry

The 188bet game industry does not have a clear classification，Generally speaking, it is called ACG，188bet game、Comics and Games，The word ACG has been widely spread to the Chinese community since 1995 when AIplus, a Taiwanese 188bet game enthusiast, opened the "ACG_Review board" on the Shanmo Weiyun BBS station of National Sun Yat-sen University。ACG is not usually used in Japan，A more commonly used similar concept is MAG，i.e. Manga (comic)、Anime (188bet game) and Game (game)，Generally, otaku (otaku culture) refers to subculture in related fields。

In terms of industrial form，188bet game is mainly responsible for content production，Mainly specialized companies，For example, Pixar、Ghibli etc.；Comics are mainly about content ecology，In Japan, PGC studio is the main company，Such as Shueisha, etc.，In the United States, it is based on content production、Operation in an integrated way of publishing and distribution，For example, Marvel、DC etc.。The game is an adaptation based on the popularity of 188bet game and comics，There are also some popular adaptations based on games into 188bet game or comic works，For example, the Final Fantasy series。

2. Current status of the 188bet game

For the scope of 188bet game industry coverage，There is currently no unified international standard，Generally considered to be published、TV、Movies are the primary means of output，With derivative products、The collective name for industries where games are the main monetization method。Therefore, the statistical categories of industry scale vary greatly，This article only conducts a brief analysis of public market data，Do not adjust the data size。

The global 188bet game industry is dominated by the United States and Japan，Although South Korea started late，But with the implementation of South Korea’s “cultural nation” strategy，With the support of various supporting policies，has become an important force in the competition of the global 188bet game industry。According to statistics from Research and Markets，2010 to 2014，The number of anime movies produced in Japan is as high as 110，The United States ranked second with a production of 109 units，The number of 188bet game produced in other countries is less than 50。where，The United States is the country with the most complete 188bet game industry chain in the world，The annual output value of its 188bet game and derivatives exceeds 200 billion US dollars，Accounting for nearly one-third of the total output value of its cultural industry；The industry scale of 188bet game online games has exceeded 100 billion US dollars。

According to the "Japan 188bet game Industry Report 2016" released by the Japan 188bet game Association on September 30, 2016，The total size of the generalized 188bet game market in 2015 was as high as 1.8255 trillion yen (approximately 118.3 billion yuan)，12% increase over the previous year，A new all-time high。Japanese 188bet game market with 188bet game products、Mainly overseas sales and games，TV、Movie、Compact discs account for a lower proportion，The specific types are as follows:

Data display，Although the 188bet game industry attracts customers with 188bet game and comic content、Cultivate fans，But the final charge is based on the product、Games, etc. to achieve。For example, the Transformers series，A movie ticket can cost up to more than 100 yuan，But genuine toys can easily cost hundreds or even thousands of dollars，And through diverse characters、Style and functional design，Allow fans to make multiple purchases。

China’s 188bet game industry started late，Currently still in the early stages of training。"188bet game Blue Book: China 188bet game Industry Development Report (2015)" pointed out，The output value of China’s 188bet game industry was less than 10 billion yuan at the end of the “Tenth Five-Year Plan” period，Increased to 470 at the end of the “Eleventh Five-Year Plan” period (2010).8.4 billion yuan，Average annual growth rate exceeds 30%。China’s 188bet game industry is expected to double its current scale in 2020，Output value exceeds 200 billion yuan，Really joining the ranks of the world’s 188bet game powers。

3. Policies of various countries

The primary factor in the development of the 188bet game industry is the industrial environment，This depends largely on the support of government power and national policies。In summary，Although each country’s policies have their own characteristics，But it mainly includes the following aspects:

1) Policy guidance to ensure the healthy development of the 188bet game.Both Japan's "21st Century Cultural Nation Development Strategy" and South Korea's "21st Century Cultural Industry Vision" both establish the importance of cultural industries including 188bet game for national development from the perspective of national advocacy。At the same time，Play through local 188bet game、Constraints on publishing and distribution ratio，Ensure the proportion of local works played in the country，For example, in order to prevent Japanese 188bet game from flooding the screen，The Korean government has strict regulations on the proportion of 188bet game broadcasts on domestic TV stations (45% in South Korea，Overseas 55%，And any country’s 188bet game must not exceed 60% of the total foreign production)，After adjustment, the current broadcast proportion of cartoons is roughly 45% in South Korea: 33% in Japan: 22% in other countries。

2) Establish effective investment and incentive mechanisms through national funds。State investment is the most direct way to guide industrial development，Especially in the early stages of industrial development，Private capital is more sensitive to risks，Don’t dare to try too many emerging industries，Therefore, national investment incentives and guidance are needed to give social capital more confidence。The Singapore government promotes the development of 188bet game industry，In the five years from 2003 to 2008, 200 million Singapore dollars were invested in the 188bet game industry。In order to achieve the goal of the 188bet game market reaching 1 trillion won in 2010，Invested 76.4 billion won from 2006 to 2010 to stimulate the development of the 188bet game industry。In France，Regulations of the State Film Administration，Each cartoon that meets the prescribed conditions will allocate special funds equivalent to 6 to 10 million yuan to the production company。

3) Talent cultivation.As a creative industry, the 188bet game industry is a talent-driven industry，Therefore the cultivation of talents is the core of industrial development。The Japanese government attaches great importance to the education and training of cultural professionals，Some colleges and universities have specially opened 188bet game production majors。The Korean government directly sends "vocational students" to study at Cal-Art and other world-famous 188bet game schools，On the one hand, learn advanced technologies and concepts，On the other hand, it increases exchanges between countries，Invisibly pushing local culture overseas。

4) Effective protection and use of property rights.Copyright、Intellectual property rights such as image rights are the core competitiveness of the 188bet game industry。In developed countries such as the United States and Japan，Intellectual property protection has become relatively mature，However, governments of various countries have also achieved the purpose of disseminating their own works through the effective use of copyright。For example, the Japanese Ministry of Foreign Affairs uses the 2.4 billion yen "Cultural Gratuitous Aid" funds in the "Government Development Assistance"，Purchase 188bet game broadcast rights from 188bet game producers，And provide these purchased cartoons to TV stations in developing countries for free，Promote Japanese culture。

5) Industrial Fund、Various supporting policies such as tax exemptions and reductions are also commonly used in various countries to promote 188bet game。For example, the Singapore government has specially set up a "research、Innovation and Entrepreneurship Council”，Provide consultation on national strategies，At the same time, the "National Research Fund" was established，Funding long-term strategic research projects。

2. Insights into the characteristics of the 188bet game industry in the United States and Japan

The American and Japanese 188bet game industries are the leaders in the global 188bet game industry，Regardless of production quantity、Industrial scale，It is also difficult for other countries to match in terms of industry model research。Hope to use our observation and analysis of the characteristics of the 188bet game industry in the United States and Japan，Can provide some reference for the Chinese 188bet game industry。

1. Characteristics of the American 188bet game industry: technology + capital + industry

1907，American Blackton produced the first cartoon "Humorous Gestures with a Funny Face"，marks the official beginning 188bet game history of American cartoons。1923，Walt Disney and Roy Disney established the Disney Brothers Studio, the predecessor 188bet game Disney Company，After several name changes and ups and downs，It took decades to build today’s Disney entertainment empire。

In 1934, Major Malcolm Wheeler-Nicholson founded National Allied Publications, the predecessor of DC Comics，1938，The company created the world's first superhero - Superman in the first issue of "Action Comics"，The history of American comics has been rewritten since then。1941，A company called Time Comics (renamed Marvel Comics in 1961) created the American national idol-Captain America，Since then, Marvel and DC have started a decades-long struggle for hegemony in the American comics 188bet game，Still the two largest players in the American comic 188bet game。Decades，The two comic companies have created hundreds of familiar comic characters，Created tens of billions of dollars in publishing、Box Office、Income from games and derivatives。

1986，Steve Jobs acquires George Lucas’ computer 188bet game division for million，Established Pixar 188bet game Studio。To 1995，Pixar produced the world's first fully computer-produced animated feature film "Toy Story"，Video starts with 1.The box office of US.2 billion breaks the record for animated films，Became the US box office champion in 1995。In the past 20 years，Pixar has produced a total of 16 animated feature films，Global box office is approximately US.5 billion (excluding 2016 works)。

Among the top 20 domestic box office rankings in the history 188bet game United States (as of mid-2016)，10 of them are animations or anime adaptations，The details are as follows:

Looking at the century-long 188bet game history in the United States，The driving factors of the American 188bet game industry are summarized as follows:

1) Technology

The United States is the core of global technological innovation，Various advanced technologies are widely used in various industries。Pixar (Toy Story series)、DreamWorks (Shrek Series)、Blue Sky Studio (Ice Age series) and others represent the highest level of CG and 3D 188bet game in the world。Marvel、DC comic book adaptation movie，For example, the Transformers series also uses a large amount of computer synthesis technology to bring an unprecedented visual feast to the audience。Years of profound accumulation and leading technical strength have created American 188bet game’s huge influence and unshakable position in the world。

2) Capital

First, let’s look at the single item，Due to the application of a large number of advanced technologies，Large-scale 188bet game and comic movies have huge investments。Disney’s “Zootopia” cost as much as 0 million to produce，It took 5 years to make；DC’s “Batman v Superman” cost up to to produce.USD 100 million。Well-produced 188bet game works require very high investment，This also increases the risk of single project losses。For example, the production cost of "Fantastic Four" produced in 2015 is 1.USD 200 million，Although there is a profound historical accumulation and a wide audience of IP，But due to problems with the work itself (IMDB score 4.3），Global box office revenue is only 1.USD 400 million，Causing huge losses to the producer, 20th Century Fox。

Secondly，From an enterprise level，Due to the high production cost of a single project、Long cycle，For small and medium-sized studios that only produce one or two works per year，Facing great risks，Therefore, in recent years, 188bet game and 188bet game and other content production companies have joined the large entertainment groups。For example, Disney acquires Pixar、Marvel；Warner acquires DC；Universal acquires DreamWorks, etc.。

3) 188bet game

From the perspective of the composition of the entire 188bet game industry，Film and TV、Publishing works is only the primary means of output，The ultimate goal is to attract fans to buy more derivative products through popular works。According to LIMA report，Global retail sales of derivatives (licensed goods) reached US1.7 billion in 2015，An increase of 4 compared with the same period last year.2%。According to data entertainment company Rentrak，Global movie market box office revenue reached US billion in 2015。Think about TV、Publishing and other industries，According to non-authoritative statistics，Derivative income is all related movies、2 times the income from published works。Therefore，Simply doing film and television、Published works cannot fully explore the value of 188bet game IP，Only through the layout of the entire industry chain can we create diversified income and fully tap the value of each work。

From the perspective of the layout of the global entertainment 188bet game，The most perfect one is Disney，By continuously building our own IP and acquiring the company’s IP，Disney creates content production、Theme Park、Books、Derived toys、An entertainment empire that combines multiple business formats such as video games and online media。Disney’s industrial route is as follows:

2、Characteristics of Japanese 188bet game industry: diversity + export + ideology

1917，The founder of Japanese 188bet game, Shimokawa Azuo, filmed "Yogawa Raid Sangenkan·Ichiban no Scroll"、Kitayama Seitaro produced "The Battle of the Monkey Crab"、Junichi Yukiuchi created "Nakouchi Mingdiao"，From then on, Japanese 188bet game began to grow。1960s and 1970s，"The Father of Japanese 188bet game" Osamu Tezuka has become an iconic figure in the Japanese 188bet game industry，Produced "Astro Boy" in 1963，In 1966, Osamu Tezuka created "Exhibition Pictures"，Start exploring experimental cartoons。Early 1970s，A large number of science fiction mechanical animations have emerged in Japan (Science Fiction，SF) animator，Created "Mobile Suit GUNDAM"、"Macross" and a number of other far-reaching works。

Shueisha as an entertainment magazine department of Shogakukan in 1926，Shueisha Co., Ltd. was officially established in 1949，Now the king of 188bet game comics。Shueisha builds a platform ecosystem，Gathered a large number of outstanding painters，Created rich works，Including Chibi Maruko-chan、Yu Yu Hakusho、Dragon Ball、Saint Seiya、One Piece、Space Jam and other classic works covering all aspects。

1985，Studio Ghibli established，Subsequently, under the leadership of 188bet game master Hayao Miyazaki, he produced dozens of works that have had a wide impact around the world，Established the status of animated films in the world。

Reviewing the approximately 100-year history of Japanese 188bet game，The main features of Japanese 188bet game include:

1) Diversified and complete 188bet game chain ecology

Japanese 188bet game products are diverse，From age、Type、Channels can be divided into dozens of categories，Even through expression (one page、Four grids、One grid, etc.) to divide。The works presented can satisfy all ages、The needs of users of various ideologies。At the same time, it can accompany the growth of users、Social changes and other changes give users a variety of choices。

From the perspective of the composition of the industrial chain，Comprehensive publishers represented by Shueisha，Covers multiple aspects of the Japanese comics 188bet game ecology，Built a complete ecological platform。

2) Policy support, export

Since 1996，The Japanese government has launched a series of policies to promote the development of the cultural industry: in 1996, it announced and implemented the "Cultural National Strategy for the 21st Century"，Proposed to transform from an economic power to a cultural exporting country；Formulate a tourism national plan in 2003；In 2007, a cultural industry development strategy was proposed。Adopt a series of supporting policies，Build 188bet game and other cultural industries into important pillar industries of the country，By promoting industrialized mass production、Establishing a cultural product industry chain、Expand the export of cultural products, etc.，Actively promote the development of cultural industry。

1997，The Ministry of International Trade and Industry of Japan initiated a digital 188bet game research group，At the same time, the Japanese government provides commercial insurance for the export of 188bet game companies、Set up a small fund to support the development of small 188bet game and game studios。Judging from the effect，32% of Japanese 188bet game product revenue in 2015 came from overseas sales，188bet game export has become one of the pillars promoting Japan’s economic development。

3) Ideology

With the help of strong national power，American 188bet game and comics have had a great influence on other countries in the world，However, the impact on Japanese 188bet game is very small (the ideology referred to in this article only refers to the level of works，Does not involve national consciousness)。The independence of ideology creates the unique style of Japanese comics，And with the development of the times，Japanese comics have taken a completely different path from American comics。

Japanese 188bet game in the 1960s，Represented by romanticism with fiery social ideals，For example, Ultraman、Astro Boy, etc.，It shows that justice will prevail，Evil must fail，It is the child’s blazing ideal to save all mankind。And Japanese 188bet game after the 1980s，It is a reflection of the shift from social ideals to personal ideals。For example, in the works of Hayao Miyazaki，Full of "ideal"、"Justice"、Remembering concepts such as "all mankind"，On the one hand, there is a profound ultimate concern，On the other hand，Also due to the unattainability of certain social ideals，There is a certain feeling of loss。The most representative ones include "Howl's Moving Castle"、"The Wind Rises" and other works。

3. Enlightenment of the American and Japanese 188bet game industries on China

According to some statistics，The annual output of domestic 188bet game in my country is only 1% of that in Japan，China’s 188bet game market share，Japanese 188bet game accounts for 60%，Europe and the United States account for 29%，China’s domestic 188bet game accounts for less than 11%。With the increase of China’s per capita GDP、Improvement of people’s cultural needs，China’s 188bet game industry has huge potential on the one hand，On the other hand, we also need to learn from developed countries。This article only briefly analyzes the above，Let’s briefly talk about the thoughts on China’s 188bet game industry:

1. Systematic 188bet game chain system

Whether Disney is building its own entire industry chain layout through acquisitions，Shueisha is still developing the industrial chain through cooperation with Toei and others，The establishment of a systematic industrial chain is an indispensable link in the development of the 188bet game industry。Chinese companies are also making some acquisitions or establishment of industrial chain systems，For example, Aofei Entertainment, etc.，But due to its short history，More and more in-depth layouts are needed，It is possible to reach the heights of Disney or Shueisha。

2. Diverse product selection

China’s 188bet game products are obviously low-inflation，Although there are more and more products for adults to choose from，But ideologically、There is still a certain gap in ideology。Hundreds of works by Shueisha、Hundreds of Marvel/DC heroes，The image it depicts is all-encompassing，Can meet the diverse needs of various audiences。

3. Ideological independence

Whether it is One Piece、Spirited Away，Still Captain America，Both represent a strong sense of national culture，Even animations produced based on foreign works are full of strong national cultural imprints。For example, "Howl's Moving Castle", which was adapted from the work of British children's novelist Diana W. Jones, reflects the adapter's own cultural tendencies at a deep cultural level，Except scenes，It is difficult to feel the culture of other countries。Chinese 188bet game works still have a lot of room for improvement in terms of originality and exploration of Chinese culture。

China’s 188bet game industry is still in its infancy，There is still a certain gap with developed countries such as the United States and Japan in many aspects，But I believe that as practitioners gain more experience，As well as technological progress and capital accumulation，China’s 188bet game industry will achieve brilliant results，And establish its position internationally。

*This article is reproduced 188bet game Zuoyu Capital，Author: Zhao Lianqiang，Managing Director of Zuoyu Capital、Chief Economist。

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