The formation of domestic animation boom: audience expansion industry scale expansion

　　Domestic animation formation boom (deep observation)

　　Since the 18th National Congress of the Communist Party of China, my country's animation creation and production have continued to show a good trend of steady development. The output and quality have been significantly improved, the types and themes have become increasingly diverse, the attention and consumer groups have increased day by day, and the talents in the TV animation industry have shown gratifying performance. level of creativity.

At present, China's animation industry is entering the best period.

　　Audience development

　　In the past ten years, the audience of animation works has long exceeded the scope of children and teenagers in the past, and more adults and even the elderly also love to watch animation works.

What is more worth mentioning is that in the past, children and teenagers paid more attention to foreign cartoons, but in recent years, with the improvement of domestic animation production level, domestic animation has formed a boom, and the attention has been greatly improved, and domestic animation works are often refreshed. The ratings record, and the box office of the movie has also continuously hit new highs.

　　At the same time, due to the continuous attention of the whole society to animation, the production and broadcasting units have increased their investment in various projects, especially after Internet companies joined the animation industry, which has provided various assistance for the development of animation in my country, including expanding the market and expanding the audience. , to provide online video viewing convenience, etc., which has stimulated the rapid growth of animation users and has become an important force in promoting the development of domestic animation.

　　Industrial scale expansion

　　The emergence of animation fever is inseparable from the strong support of the government. Relevant departments have promulgated various relevant policies, and various related activities are often held all over the country, creating a good creative environment and development space for the animation industry, and making the scale of my country's animation industry sustainable. Expansion, continuous optimization of the industrial structure, rapid growth of the market, and healthy development of the entire industry.

　　Although the marketization of my country's animation industry started relatively late, the animators are learning by doing and improving the corresponding needs step by step.

In the past ten years, market-oriented operations such as animation products, brands and animation elements have gradually been on the right track, and a number of amusement parks built with domestic animation elements such as "Fangte" have also appeared, which not only meets the entertainment needs of animation audiences, but also provides entertainment for the audience. The comprehensive improvement of the animation industry chain has played a positive role.

Nowadays, various units in various places often choose animation images as spokespersons, which is also one of the progress in the marketization of animation.

The image spokespersons of various units in various places are usually sunny, lively and joyful images, and they are the unique cultural business cards of the place.

For example, Bobo Ye, the mascot of the international image promotion of Hainan tourism culture, and Tang Niu, the image spokesperson of the Shaanxi Provincial History Museum, etc.

These animated images highlight the local cultural and tourism characteristics, form new publicity hotspots, increase the travel fun of tourists, enrich tourism products, and have received good results.

　　Keep improving

　　In terms of creation, Chinese animation has continuously made breakthroughs and innovations, kept improving in production, better combined technology and art, and the effect of the picture has been greatly improved.

In the past ten years, successful cases of animation works have continued to emerge, and more and more animations have been recognized by the market and welcomed by audiences.

On TV stations and online platforms, excellent TV series cartoons such as "Bear Infested", "Big Head Son and Small Head Dad" have effectively boosted the ratings, "One Hundred Thousand Bad Jokes", "Journey to the West: The Return of the Great Sage" and "Bear Infested" Many excellent domestic animated films such as Snow Ridge Bear Wind have been widely praised.

　　What is even more gratifying is that, along with good broadcast effects, some series of TV cartoons have achieved good economic benefits.

In recent years, with the improvement of animation creation level and the emergence of online broadcasting platforms, some production teams who have been tenaciously sticking to the animation field with enthusiasm and belief for many years have significantly improved their economic benefits compared with the past.

The box office growth of animated films is even more obvious. For example, in 2011, the box office of domestic animation films totaled about 400 million yuan, and by 2021, the box office of domestic animation films has reached about 3 billion yuan.

In the past ten years, there have been many animated films with a box office of more than 100 million yuan. Among them, "Nezha's Devil Child Comes to the World" topped the domestic animation film list with a box office of more than 5 billion yuan.

　　Looking at the domestic animation industry, the total output value in 2012 was about 76 billion yuan, which has increased to more than 220 billion yuan in 2020.

The increase in the income of the animation industry provides the necessary conditions for the continuous production and creation of animation works, and also enhances the confidence of animators and strengthens their belief: as long as more excellent works are created and recognized by the industry and abroad, the entire animation industry will be able to Maintaining a good momentum of development, the creative team and creative environment will definitely get better and better.

　　Talent keeps growing

　　In order to make the whole animation industry develop healthily and have stronger creative stamina, the Cartoon Art Committee of China Television Artists Association strives to play the role of a professional platform in the industry. In recent years, several training courses for animation creators have been held to cultivate animation talents and expand creators. Team, improve the creative level of animators.

In the training of creators, we not only pay attention to improving their professional knowledge and skills, but also strengthen basic theoretical learning, strengthen cultural self-confidence, promote national spirit, and promote young animators to combine correct values ​​with vivid artistic creation.

With a qualified creative team, we can create better animation works, which are entertaining and educational.

　　Looking back at the changes in the animation industry in the past decade, we can see that the animation industry has made gratifying achievements.

We also believe that animators will take advantage of the momentum and strive for success, adhere to the people-centered creative orientation, strive to create more masterpieces, and usher in a more rewarding decade.

(The author Li Xiaojian is the director of the Cartoon Art Committee of the China Television Artists Association) (Source: People's Daily Overseas Edition)