Research shows that there are 230 million people aged 0-14 in China, and the market consumption has reached 4.5 trillion yuan and is still growing rapidly. Apart from material consumption such as daily necessities, children's cultural consumption is also getting hotter. The larger cake has prompted a more detailed vertical division of the children ’s cultural consumer market, and the “full-age” and “family” -oriented product market share of parent-child families is increasing. Drive cinema revenue.
Animated videos for young children are popular with parents
This year, a total of two domestic cartoons will be released on the 61st stage, "Submarine Story: Alien Baby Project" and "The Adventures of the Great Tiger" 13 days after it was released, the box office of Nuomi Movie showed that the two films had a box office of 22 million yuan and 20 million yuan respectively. Some viewers said that the film is suitable for the age of 3-5 years old, the content of the film is relatively young, no content, no content, but the vast majority of viewers said they would accompany the children to watch. Some parents said that although the content of the movie is simple, the family's affection and friendship, as well as the clever tiger's optimistic attitude and the spirit of not being frustrated make a deep impression. It is worth noting that the movie has an interactive plot. Suitable for children.
What kind of parents often take their children to watch animated movies? According to the survey and analysis of the audience, parents in the post-80s generation prefer to bring their children to watch animated movies, and the frequency of viewing movies is concentrated once every 1-3 months.
In terms of movie viewing time, according to surveys, the afternoon time period accounts for up to 51.3% during holidays. Most parents will agree with their children on what kind of animated movies to watch, and 57.1% will be based on their opinions. Among them, animated films with educational significance, good reputation, and children's favorite are more favored.
According to the calculation of Qingse Research Institute, in 2017, the total output value of China's animation industry reached 153.6 billion yuan, an increase of 17.25% year-on-year, accounting for 24% of the total output value of 630 billion yuan in the entertainment industry, which has become an increasingly important part of it; It is expected that by 2020, the output value of the animation industry will exceed 200 billion yuan. Among them, low-age cartoons account for about 30% of the entire market share, with a scale of about 45 billion.
Where is the difference between young and domestic animation?
Infant young animation invasion abroad, new IP of domestic young animation is scarce. In contrast, we are a lot worse in terms of content production and monetization logic. Although in the past two years, domestically produced young animations have sprung up, but people are still familiar with the old IP animations such as "Gourd Brothers", "Pleasant Goats" and "Bears", and like the popular cartoon "Piggy Page". Of national-level works has not yet appeared. For young children's cartoons, what is the difference between domestic and foreign?
1. Lack of innovation in content
At present, the content of domestic children's films lacks innovation, the narrative is weak, the homogenization is serious, and the lecture is too heavy. The content of just ten minutes always wants to educate children and parents. In the end, no audience is willing to watch.
2. The quality of production needs to be improved
Because animation is laborious and laborious, in the overall shape of the characters and body movements, if you want to do a good job, more fluid, basically every frame is burning money. For example, the animated cartoon "White Snake: Origin" takes three years and costs nearly 100 million yuan to produce. And "Frozen" Aisha waved the ultra-fine snow particle special effects and meticulous character costumes. Due to the excellent production, Aisha and Anna's clothing were sold out of stock, and countless little girls competed for COS.
3. Business model is not sound enough
China-made children's films have not yet been commercialized, and the limited market has to be squeezed by rich children's activities. They are not very competitive in the market, and the content positioning is not mature. Many children's films have unclear positioning. I do n’t know who to show them . Like foreign "Looking for a Dream", it lets children know how beautiful poetry and music are in this industrial society full of electronic products. Also let adults know that death is not terrible, forgetting is the true disappearance, and memory is the best companion. Remember the person who died before the memory of love disappears. Its story has profound meaning, but its picture quality is more adult. Just letting the child face death, it can express very few films.
When a good story planner encounters a good production team and strengthens large brand operations, IP animation has the opportunity to gain greater market recognition opportunities. Although the budget cost does not directly determine whether the animation is good or not, it is still one of the important factors. On the market, those works with a box office price of less than ten million yuan generally have the disadvantages of low content, flat characters, forced stories, rough production, outdated creative ideas, and vague market positioning, so that even effective marketing points are difficult to find. . However, those successful life winners in the young ages really belong to the type of family carnival that has always been all-inclusive. This is another factor that hinders the progress of domestic animation.
The young field is really "good to do and much gold"?
With the iteration of the economic cycle, changes in the market consumer groups, and the maturity of entertainment content consumption, the upward trend of domestic animation is beyond doubt. But in the past ten years, there are very few domestic children's films that can be remembered. We used to have high-quality works with young audiences as the main audience, animations such as "Monkey fishing for the moon", "Xiaoyi looking for mother", "Snow child" The film firmly grasps the physical and psychological characteristics of children, tells common sense of nature into simple, warm little stories, and presents them through traditional Chinese art methods such as ink and paper, etc. It has Chinese aesthetic interest. Out of classic power.
For Chinese children with mobile phones / iPads now, there is no shortage of "hard education" in knowledge and skills since childhood. What we lack is a more important "soft education"-personality education. A person's childhood and adolescence are best practices in personality education. During this period, what the outside world tells him and what he will receive.
"Good work and lots of gold" are onlookers' stereotypes of young animation. Children's world is also divided into "beautiful" and "good and evil". Young content will only make young content low-level. And those who rely on money to enter the field to enter the field, if you can't rely on high-quality content to establish stable barriers, and want to achieve a stable pan-entertainment industry chain development closed loop, you can only say that there is everything in the dream.