The animation peripheral industry is gradually showing its liquidity.

"2019 China Brand Licensing Industry Development White Paper" (referred to as "White Paper") displays，2018，With the advent of IP trends and the development of the entertainment industry，Entertainment IP and art IP licensing account for 75% of the total IP licensing market。

Consumers purchasing IP licensed products in 2018，The top three categories are: clothing (60.4%），Toys and Games (55.2%) and electronic digital (51.4%）。From the perspective of consumption behavior，2018，76% of consumers of authorized products spend more than 1,000 yuan per month on leisure and entertainment.4%，12 of them.4% of the population spends more than 10,000 yuan；Their consumption expenditure range on authorized products is mainly concentrated in 1,000-5,000 yuan，The proportion of people reaches 30.2%。

According to data previously disclosed by iResearch，The two-dimensional field raised more than 188bet online sports betting 5 million dollars in financing in 2015.4.6 billion yuan，The vast majority of them are early-stage investments such as angel rounds or A rounds。Such data is inconspicuous compared to other fields，But to a certain extent, it also shows that capital affirms the development prospects of the second dimension。2015，The number of Pan-2D users in my country is about 2.1.9 billion，47% increase compared to 2014，Among them, there are more than 59 million core 2D users，Post-90s account for more than 95%。Users spend an average of more than 1,700 yuan on ACG cultural peripherals every year。

But what I have to admit is，Comparing Europe and America、Japan’s developed industrial chain，Although Chinese comics have broad market prospects，But still in the early stages，Especially in the production of own IP, there is still a long way to go。In addition to the generation of more popular IPs，It is even more necessary to continuously improve the supporting licensing industry chain。

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2015，The phenomenal Chinese comic "The Return of the Great Sage" is released，Many netizens spontaneously promoted this anime。"The Return of the Great Sage" has made more people aware of it，Someone is still making Chinese comics seriously，“Revitalization of Chinese Comics” is no longer just a slogan，But it’s just around the corner。Riding on this "east wind"，In 2016, "Big Fish and Begonia" also came into being。The 2019 Lunar New Year film "The Wandering Earth" once again aroused Chinese people's enthusiasm for domestic IP。

After the release of "Big Fish and Begonia"，While being sought after by all parties，Also received a lot of criticism。Praise for it focuses on its excellent production、The beauty of painting style，And the appropriate use of mythological storylines。On the other hand，Criticism of the weak storyline，And the discussion of the values ​​it conveys never stops，The film will inevitably be compared with Hayao Miyazaki's "Spirited Away"。

In animation，188bet app download Japan has formed a complete industrial chain，The development of related industries tends to be improved。But for today’s ascendant Chinese comics，There is still a long road ahead。We need to give Chinese comics time and space to develop and mature。

Guo Lei, co-producer and executive director of "The Return of the Great Sage", previously pointed out in an interview with the media，From a business perspective，Current animated film projects，First of all, we must establish an internationally standardized project management concept。

In the process of project management of domestic films，Communication and coordination between teams are very important。Every link must consider its connection with other links。Take animated movies as an example，The wrong production process is mostly a "positive pyramid"，It is often the first draft that is the best，But the subsequent staff did not fully understand the director’s intention due to various reasons，As a result, points are lost every time you take a step，The movie turned into a bad movie in the end。

Correct movie process，Should be an "inverted pyramid"。Initial sketches can be very outline，The staff at every step thereafter were very clear about the director’s intentions，Every link is being added、Revision and sublimation，You will get a relatively complete film in the end。

Animation is different from other art forms，Animation is about using your own hands to create an entire world。Creators in all aspects must constantly improve their cultural literacy，Break through your own limitations，Learn from everyone’s strengths，In this way, we can better grasp and understand the director’s intention，The 188bet online sports betting more real things are when they are made，The more life there is。

In addition, although China’s movie box office has grown significantly，But China’s film derivatives market is not yet fully developed，Still in the early stages。As a pioneer in domestic IP marketing，Derivatives produced under the authorization of the animation industry relying on its own diverse content，Occupying a large market share for a long time。

Authorized market upgrade

World Licensing Industry Association (LIMA) report shows，The output value of the global derivatives market in 2017 was US$271.6 billion，LIMA Chairman Charles Riotto predicts: “2016，The United States remains the largest licensing market in the world。Although China's current size is only 2/3 of Japan，But by 2020，Mainland China and Hong Kong will grow into the largest licensing markets in Asia。”

In 2017, the retail sales of licensed derivative products in my country reached US$8.9 billion (approximately RMB 74.7 billion)，Highest growth rate in the world。Survey revealed by the American "Authorization" magazine，China is listed as a key market for future development by 62% of global licensees，With the United States、Japan comparison，China’s licensing market still has huge room for growth and potential。

Although my country’s IP licensing industry started late，But we can fully learn from mature foreign experience，Combined with local characteristics，Seeking new ways of development。

With the help of Internet Dongfeng，China’s IP licensing industry attracts users of different age groups through diversified channels，Actively use Internet technology to improve the ability of continuous 188bet online sports betting output and transformation。The most obvious feature is that my country’s online sales ratio ranks first in the world，Nearly 30% of authorized products are sold through online platforms，This shows that Chinese consumers trust online shopping，The online shopping model also brings more people into contact with authorized products。

On the other hand，More and more licensees are no longer positioned as “producers”，They prefer to approach users from the “designer” side。Manufacturers face consumers directly，Convenience and better listening to consumer needs，To provide more targeted products，And in the process，Cultivate loyal users。Move online scenes to offline to build a small theme museum，The same IP creates different product venues，It can also enhance the user’s sense of belonging。

*Source of this article:21st Century Economic Report, author: Tang Weike, originalTitle:《How many IP hits are needed before the domestic animation industry explodes?》.