Power into the animation
Ou Yangjian
The establishment of the State Council to support the development of animation industry inter-ministerial joint conference system has just five years. In the past five years, China's animation enterprises from small to large, from less to more changes, especially since a growing number of high-quality, powerful animation business, which has a number of animation companies began listing and financing. In addition, the animation industry has been mainly from the industrial mode of production and processing began to develop in the direction of independent research and development production, and a lot of independent research and development of anime in overseas have achieved good results.
It can be said in the past five years, China has entered the ranks of great powers animation; in the future our goal is to become the world's animation power. To promote sound and rapid development of China's animation industry, I think it must meet the following seven elements:
- Deep and rich cultural connotations. Culture is the culture, including animation products, including all the core and essence, but also works to impress people, an important source of attraction. However, in some of the current work, there are still hollow and pan-cultural tendency of entertainment, culture does not focus on the building, particularly the neglect of the elements and characteristics of Chinese culture, thus affecting the work of the appeal and affinity. Therefore, in the anime creation, first of all have a rich culture to tap and use of Chinese cultural resources.
- High degree of social responsibility. To make our products gives a positive and happy experience, so that everyone in a pleasant during the process of education and sublimation. This kind of work to get social recognition in the community can have a positive effect. The spirit of the product we produce is so social responsibility is very important, not making profits, only the pursuit of economic gain, but to always give priority to social.
- Powerful continuous innovation. Animation industry in the field of culture may be most in need of innovation, but also to provide the most innovative vast space. This innovation not only the content of the innovation, including carriers and channels, in the form and means of innovation. Therefore, the innovation must be the overall animation of innovation, every innovation means that the animation industry to get an upgrade. China's cartoon industry to make the healthy and orderly development and have a place in the world, it must end by copying the last copy of the traditional practices. The use of Chinese elements, original works of intellectual property rights and increase the development of animation industry as a top priority. Many domestic animation production capacity, production capacity, drawing world-class level can be said, but the weakest is the innovation, creativity, so this is our next step is to focus efforts and improvements to improve the place.
- Complex creative team. Animation is a composite art, is an integrated industry, need art, planning, creativity, technology, business management, marketing and other aspects of expertise. Disney animation to create institutions, for example, a work by any of 15-20 kinds of talents together a team to complete. We have to change the past alone, the development of their own array of ways, replaced by comprehensive, high-quality production team.
- Combined with the high-tech initiative. Every animation development and mutations are the result of the use of high-tech, high-tech animation into a new form for the new expression, new channels of communication and consumption patterns. Cultural workers often lack the sensitivity of the technology, so more consciously and actively, and all can be used to connect with high-tech animation.
- Focus on market development and marketing. Animation products are varied. Companies involved in animation, there are film and television, performing arts, games, books, theme parks, as well as clothing, stationery and toys, they are related to the type of animation related to, but very different products. Therefore, the development of animation industry to be successful, there must be a special marketing strategy and marketing.
- Fully maximize the benefits of the profit model. On the one hand, the animation industry's profit model must first have a complete industrial chain, in order to achieve the creation of cost sharing in all aspects, not just focus on playing, publishing link. Creation of a research and development to achieve the multiple transfers, multiple transfers to achieve the multiple benefits and profitability. On the other hand, the animation division of labor and between enterprises to strengthen cooperation with powerful group within the enterprise should be to improve and extend the industrial chain, small and medium enterprises should take special animation, sophisticated, special path of development, while strengthening and big companies and big business coordination and cooperation to achieve win-win situation. In short, the animation industry, only to create a complete industrial chain, enhancing division of labor, in order to achieve maximum efficiency.
I believe that for another five years of efforts, China's animation industry a further to a new level, opening up new horizons. At that time, I hope we can qualify that China has become a large country from the cartoon world of animation power. We look forward to that day.
(The author is Deputy Minister of Culture)
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