Toy business has gradually become the main income of animation

In recent years, domestic animation has shown a prosperous industry boom under the favorable policies. The most obvious is the “quantity”. For example, in the seven years from 2004 to 2010, the growth rate has reached 50 times. Nowadays, in 2014, apart from the United States, Japan, South Korea and other animation powers, China has become the country with the largest amount of animation production in the world.

In the past year, although the total output value of China's animation industry is about 60 billion yuan, and Japan is 16700 trillion yuan, but the influence of the works is not, except for a few rare original cartoon characters that are famous throughout the country. Create an internationally competitive animation brand image.

Although Chinese animation has many policy support, it is difficult to make money in the long run. For the younger audience, it has become the main thrust of animation consumption. The toy business with a gross margin of 40% has accounted for 60% of the main revenue of animation, which is the real profit point. Refer to the world's best-selling toy Barbie, Transformers producer Mattel, Hasbro, and its biggest driving force is the consumer driving factor behind the toy - children fans, fan economy is a key boost factor for the development of Aofei.

For the animation industry, the core value of fans is to open up the industrial chain and realize the coordinated development of animation, movies and games. It is very difficult to rely on the right to broadcast, and Disney’s animation broadcasting rights only account for 10%. The animation industry chain is long. Only when the marketing stage can withdraw funds, it is especially important to get through the industrial chain. On the other hand, the market needs to be cultivated. Relying on fans to get through the industry chain is a reasonable and effective business model.

As the living standards of residents and the total retail sales of consumer goods continue to rise, the spending on entertainment and toys has increased significantly. The new version of the restricted entertainment and second-child policies will stimulate the production of animation and derivatives. We have reason to believe that Chinese animation will face The vast blue ocean ushered in the great development of the industry.