The scale of 2D users in my country is expanding, and the domestic 2D animation industry is accelerating.
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The scale of my country’s two-dimensional users is continuously expanding, and the domestic two-dimensional animation industry is accelerating. According to iResearch’s “Animation Industry Research Report 2020”, the scale of my country’s pan-two-dimensional users has reached 400 million in 2019, and is expected to exceed 420 million in 2021. In addition, the scale of my country’s online animation market reached 2.68 billion yuan in 2019, an increase of 96.6% year-on-year, and it is expected to reach 5.61 billion yuan in 2022.
In addition, animation works are taking off their “younger” cloak, content types and themes are becoming increasingly diversified, and various high-quality animation works are in an endless stream. Recently, the list of 188 domestic cartoons released by top players in 2021 has attracted attention, and the animation market is booming.
Now the top players such as Tencent, iQiyi, and Station B are all rushing into the animation business layout. Based on different innate advantages, they have created different gameplay and accelerated the grabbing of the animation market.
Tencent Animation competes first
The time, place, and people are harmonious, and the Guoman market is showing a trend of rapid growth. According to a research report by iResearch, in 2019, the number of online animation users in my country has reached 400 million. In 2020, China’s online animation market will exceed 20.5 billion yuan.
Under the favorable conditions of the rapid development of the animation industry, Tencent continues to deepen the country’s comic business and continuously expand its animation content territory. Last year, Tencent launched a total of 45 Guoman Manga, 37 of which had more than 100 million views, which shows Tencent’s leading position as the No. 1 Chinese Manga Platform.
Firstly, Tencent Animation is backed by the “IP library” of reading texts, and diversified IP reserves lay a solid foundation for the expansion of its Guoman business; secondly, the successful incubation of Guoman’s IP can also feed back to movie dramas , Games and other fields, and then expand its entertainment industry.
At present, Tencent is developing the national comics business through diversified IP reserves and continuous IP operations. The main purpose is to continuously incubate and develop popular IPs to maximize the value of IP, thereby building a comprehensive boutique Content matrix in order to maintain a leading position in the animation market.
From the perspective of content production, Tencent and Xuanji Technology’s “Douluo Dalu” has the largest number of broadcasts on the entire network, and the cumulative broadcast volume has reached 20 billion; and the “Female Xiangguo Man” launched by Shimei PicturesOn behalf of” “The Demon Master”, the cumulative broadcast volume has exceeded 3 billion, and Tencent Animation has successfully incubated a number of classic head animations.
In addition, Tencent Animation has also launched popular IP fan dramas, special chapters, etc. Last year Tencent announced a lot of national comic series works, “Douluo Dalu”, “Magic Dao Zushi 3”, “Fights Break the Sky” The planned launch of animation works such as “4” all demonstrate to platform users Tencent Animation’s sincerity in the continuous development of high-quality animation works.
Iqiyi is following closely
iqiyi has been running around in the animation market for ten years, and now its strength cannot be underestimated.
Recently, iQiyi Wang Xiaohui said at the “Golden Petal” press conference: iQiyi will continue to increase investment in the animation industry, and is expected to achieve 50% or even 100% growth within 3-5 years. “It can be seen that its ambitions in the animation industry are not small.
Compared with other players, iQiyi does not have an advantage in IP development and content adaptation, so it “creates another shortcut” and promotes the diversified layout of its animation IP by incubating original and self-made popular IP.
Adhering to the strategic layout of high-quality content, iQiyi creates high-quality national comics and hot IPs around the vertical circle, focusing on the development of four content tracks such as passionate fantasy, love growth, healing and funny, and use high-quality content to satisfy different users Content preferences. Secondly, iQIYI launched the “Sky Plan” to continuously explore high-quality comic IPs, and develop comic and video-based derivatives of comic IPs, amplify the value of IP, and promote more high-quality IPs to successfully “out of the circle”.
But the “one fish, eat more” business model actually puts a lot of pressure on iQiyi.
Take its original Chinese comics as an example, iQIYI relies on the company’s free studio to produce original Chinese comics, which makes its works too dependent on creators, but now animation talents are originally due to unstable income and low income. The reason is being lost, so the production capacity of iQiyi’s boutique Guoman is limited, and it is difficult to fully meet the growing needs of users.
B station accumulates power
Although station b is still far from the first echelon of domestic streaming media platforms, its achievements in the animation market are not lost to other players.
Station b is constantly increasing the field of Guochuang animation and stimulating the development of animation business with high-quality Guochuang content. It is reported that B station launched 33 animations at the 2020-2011 Guochuang animation work conference at the end of November last year, of which 13 were original IP animation works of station b. It can be seen that the original animation of station b accounted for its animation business. Not smaller.
It is worth noting that last year, the order for paid content from Guochuang at Station B increased by 450% year-on-year, showing a strong growth trend.
Last year, station B launched 106 national creative works. Among them, “Blessings of Heavenly Officials”, which was adapted from the big IP, soon broke the record of the fastest single episode of the platform, breaking the record of 10 million broadcasts. ring. And this year, station b will be launched33 animation works, including “The White Nightwalker of Chang’an Twelve Days”, “Chinatown Detective” and many other big IP adaptation works, it can be seen that station b also wants to share the animation market with “Guochuang”.
But it is obviously not an easy task to make Guochuang Animation bigger and better, and station b still faces many problems.
On the one hand, station b still lacks two-dimensional animation talents, and my country’s animation talent reserve is relatively scarce. In addition, many Guochuang animation talents are mostly Japanese animation OEMs and are not familiar with the content of China Guochuang, so station b is short It is difficult to fill this gap within time. On the other hand, since the development of the market, the content launched by various players will overlap. For this reason, station B needs to continuously explore market segments, improve content quality, attract users with more diversified animation content, and increase user stickiness.
Animation market battle situation stalemate
At present, Tencent, iQiyi, and station b are all accelerating the competition for the national comic market, and the focus of the competition is mainly on animation content and technology.
As far as content is concerned, players should continue to enrich the content of the national comics, expand the types of themes, and attract a wider range of users.
First of all, Tencent, as the largest content platform at the moment, must use its own advantages to create more high-quality animation content. In addition to maintaining its 3D animation “strengths”, it must also complement its shortcomings in 2D animation. Under the premise of “seeking quality and quantity”, attract users with continuous high-quality content.
Secondly, iQiyi needs to introduce a more flexible production format to enhance the output efficiency of its premium animation and hot IP, and create a more three-dimensional content experience for users in the circle, and deepen the interaction between users and platform animation products To attract users to retain.
The b station must take advantage of its original animation and animation content, and launch more characteristic nationally created animation content. In addition to IP adaptations, it is necessary to explore more high-profile works such as “Blessings of the Heavenly Officials”, so that the content, type, style and other aspects of it will be “elevated”.
As far as technology is concerned, major factories need to continuously upgrade their technology to realize the innovation and iteration of animation products to enhance their respective competitiveness.
Technology is the foundation to ensure the continuous creation of high-quality animation, so “Teng Ai B” needs to focus on research and development of related technologies and drive industrial development through technology. Take 3D animation as an example. There are a lot of 3D animations, but most of the character modeling is relatively rough and the effect is not good. Even the No. 1 “Douluo Dalu” on the whole network is inevitable. In the future, players will continue to develop higher-level 3D animation production technology, strengthen animation special effects and synthesis, and improve simulation and fluency.
The market is cruel, and no one knows what will happen next second, but what is certain is that we must consolidate our own advantages, make up for our own shortcomings, and accelerate the construction of the core moat, so that we will not be eliminated by the market…
Text/Finance Foreign Counsel Reporter Huang Tingting, Official Account ID: jrwaican