The rise of two-dimensional derivative creation drives the role of "lasting popularity"
Although on the current social platforms and content websites, it is often seen that young people are sighing "Ye Qinghui" under the second element derivative creation, but in fact, the rise of the second element derivative creation in China has only been less than 20 years.
Since 1993, the country’s policy of opening up the animation market has brought a large number of excellent animation works at home and abroad to the 80s and 90s. However, the large-scale discussions and derivative creations that resulted from this did not begin until the Internet became more deeply rooted in the daily lives of the general public. .
20 years of development
Two-dimensional derivative creation diversification
Recently, data intelligence service provider Yiendata released the "2021 Two-dimensional Derivative Creation Industry Report".
The report pointed out that when the two-dimensional culture gradually moves toward the mainstream, the two-dimensional derivative creation industry that originally belonged to the niche has also ushered in rapid growth, with representative two-dimensional derivative creation platforms constantly emerging, and more and more diverse commercial developments. trend.
Since 1993, the country’s policy of opening up the animation market has brought a large number of excellent animation works at home and abroad to the 80s and 90s. However, the large-scale discussions and derivative creations that resulted from this did not begin until the Internet became more deeply rooted in the daily lives of the general public. The representative event of this phenomenon is the establishment of Baidu Tieba in 2003.
Subsequently, Douban in 2005, Station A in 2007, Station B in 2009 and Weibo, the interest creation derived from the two-dimensional IP is like clusters of torches, which continue to emerge in the Internet wave and form circles.
With the continuous development of related industries, the two-dimensional derivative has become more and more diversified. The theme has expanded from traditional cartoons to games and novels (ie ACGN), and the creative form has gradually expanded from COS, text, and painting. To video editing (MAD), a series of peripheral productions around IP, etc.
These derivations and creations were first gathered by the vertical IP, but they soon expanded from the vertical circle to a professional derivative platform.
Although love can make interests interlinked, these creations generated by interest were not valued at the time, and this has become a source of independent and independent impressions of the society for the second element.
Fans gather three types of platforms
The classic role "lasting popularity"
The report pointed out that there are various types of platforms for the creation of two-dimensional derivatives. Each type of video, graphics, text, and vertical circles has a stable crowd of fans.
At present, the platforms they gather are mainly divided into three categories, one is a high-quality graphic platform, represented by LOFTER; the second is a diversified video platform, represented by station B; and the third is a small circle of vertical Platform, represented by half-dimensional.
These platforms are the centralized aggregation platforms for the current two-dimensional derivative creation.
With the blessing of the platform cluster effect, the current two-dimensional derivative creation can break the IP portal restriction and the heat life cycle, and give the IP a longer-lasting vitality through the power of creators and enthusiasts.
For example, Netease LOFTER launched a second creation solicitation activity called "Old Friends Season" in August of this year, inviting users to create second creations around all the fictional characters that have passed away in literary, animation, and film and television works.
In the event, the three most popular IPs are: "Spell Back", "Harry Potter" and "Rebel", covering animation, novels and film and television works in genre, and spanning in time It is huge. The novel of "Harry Potter" is a work in 1997, and the last movie is in 2013. A work more than 20 years ago can still have countless derivative creations. This is undoubtedly a platform gathering and zooming in. The best display of the effect.
In addition to the "long-lasting" Harry Potter, IPs that are no longer in the renewal period such as "JOJO", "Hetalia" and "Bump World" are still at the top of the hot list of the LOFTER platform. This is other A scene that is extremely difficult to see on any two-dimensional platform.
Reward the author for buying works
Two-dimensional derivatives drive consumption
When the two-dimensional interest gradually moves from the niche circle to the public's field of vision, the prosperity of interest creation and interest consumption has also become an inevitable trend. This is a fact that has been verified in the overseas market, and it is also a change that is taking place in the domestic market.
In the eyes of users, the two-dimensional derivative is not only a kind of interest exchange, but also a mainstream mass entertainment method, as well as providing more talented people with creative and innovative space.
In recent years, various two-dimensional exhibitions and related positive cases in mass communication have proved this point.
The commercial value brought by the two-dimensional interest-derived creation is also increasing day by day, which provides the possibility for the healthy development of the platform.
Taking the LOFTER platform as an example, 62% of the two-dimensional doujin users have consumed for derivative creations. Among them, nearly 39% of users will choose to reward creators, 37% of users will choose to buy works, and 36% of users Will choose to recharge members on relevant platforms, recognize that the platform will reward creators to encourage creators, and 9% of users become active participants in offline exhibitions.
In terms of consumption power, the two-dimensional interest-derived creation also performed amazingly.
For example, the average annual expenditure of two-dimensional fan users participating in offline exhibitions will exceed 500 yuan, and the cost of platform recharge is also close to 500 yuan. The direct purchase of second-generation products such as posters and postcards will cost more than 350 yuan, and creators will be rewarded. Also accumulated more than 250 yuan.
In other words, for a very experienced user of 2D doujin, he (or she) may spend more than 1,600 yuan a year for his/her interest-derived creation.
In an estimated survey on the future consumption of two-dimensional doujin users, the estimated consumption based on various consumption methods is also more than 600 yuan.
Excellent fan and derivative creations will also drive the persistent consumption of the original IP. For example, in the survey, 56% of users indicated that they would choose to continue to consume the original IP because of the second creation of the fan, which is useful for expanding the life cycle of the original IP. The commercial value is also very beneficial, and it will even drive the commercial consumption of related IP broadcasting platforms.
Of course, the second creation will also cause disputes with the commercial value of the original IP.
To a certain extent, this is due to the lack of clear definition of relevant laws and the lack of unified standards and communication channels, especially how to define creators to start creation with the original purpose of making money.
Text/Reporter Chen Si