The development of animation derivatives has become the new business of Chinese animation

In the past, the value of animation in China was realized only by film and television broadcasting, but this could not maximize the value of animation. Now, the development of animation derivatives has become the new business of Chinese animation. 'Pleasant Goat and Big Big Wolf'-this domestic animation series, which has been broadcast since 2005, has earned hundreds of millions of box office, and has derived related products such as dolls, books, stage plays, movies and mobile games, becoming the most successful domestic operation One of the cartoons. Because the animation image is deeply rooted in the hearts of the people, in 2011, the Hong Kong animation giant won the derivative development rights of this animation work at a price of 1 billion Hong Kong dollars. A year later, Disney acquired its overseas distribution rights for 100 million Hong Kong dollars and became its authorized general agent for products in China.　　 But if many domestic animation works want to achieve the same success as 'Pleasant Goat and Big Big Wolf' in the development of derivatives, there are still many problems to face.　　 In recent years, my country’s animation industry has developed rapidly, but compared with the United States, Japan, and South Korea, there is still a big gap. The annual output value of animation products and derivative products in the United States is as high as more than 5 billion U.S. dollars. The annual turnover of the Japanese animation industry exceeds 9 billion U.S. dollars, and the Japanese animation industry has already become the mainstream of the domestic economy and culture together with the entertainment industry. Even South Korea, a rising star, accounts for 30% of the global share in the production of animation products, and its output value is second only to the United States and Japan. The animation industry has become one of the six pillar industries of South Korea's national economy.　　 As of the domestic animation development, the market environment has not yet reached maturity, let alone forming a complete industrial chain. In the developed countries of animation, the development of derivatives has become the main force in the market. In the United States, Transformers peripheral products bring Hasbro an annual revenue of 1 billion U.S. dollars; 'The Lion King''s derivative revenue is as high as 2 billion U.S. dollars, far exceeding the global box office of 780 million U.S. dollars. In Japan, Toei Animation’s annual investment of 4.5 billion yen, output of 26 billion yen, of which nearly 85% comes from the development of derivatives, broadcast revenue only 4 billion. But in China, at present, most of the animation companies' main income still comes from broadcast income.　　The reasons for this phenomenon are, on the one hand, the weak innovation ability of domestic animation, lack of excellent original products, and the development of Ru0026D products is difficult. On the other hand, the problem of piracy has seriously hindered the healthy development of the derivatives market. Nearly 90% of the derivatives of 'Pleasant Goat and Big Big Wolf' are produced without the authorization of the copyright party.