Inrecentyears,the“SecondaryYuan” culture has gradually entered the public’s field of vision, especially the popularity of the younger generation and gradually became a climate, becoming one of the indispensable elements of the digital entertainment industry in the era of high-speed information
In recent years, the “Secondary Yuan” culture has gradually entered the public’s field of vision, especially the popularity of the younger generation and gradually became a climate, becoming one of the indispensable elements of the digital entertainment industry in the era of high-speed information. According to the “2019 Second Yuan Game User Behavior Analysis Report” released by Game Inn, the output value of China’s secondary industry exceeded 100 billion yuan in 2018, reaching 370 million users. It has already jumped out of the so-called “small circle” and has deep roots. ChinaJoy also holds the China International Animation and Derivatives Authorization Exhibition (CAWAE) in the same period every year. In 2016, the first stage of the “New Evangelion” in the central area of ChinaJoy Stadium, like the epitome of this development history, is still fresh in memory
The second dimension is an inevitable trend.
The introduction of a lot of Japanese and animation at the end of the 20th century has almost become a childhood memories of the 80s and 90s. These whimsy and visual impact from the two-dimensional world began as a “secondary” culture, affecting the whole “ Net generation.” The rapid development of mobile internet and digital entertainment has undoubtedly become the best medium for the second dimension
Source: Foresight Industry Research Institute.
Stepping into the “Secondary Yuan Capital Year” in 2015, young people who have grown up under the influence of culture have long been the mainstream consumer groups in society, and let the second element become the cultural choice of the times. In October 2015, the second-party social platform “Fructose Mobile” announced that it had received an $8 million Series A financing; in November, the domestic animation video website leader Bilibili Barrage Network (hereinafter referred to as B station), received Tencent’s billion yuan. D-round investment; Baidu set up an animation venture investment division in its video website, iQiyi. These are just the tip of the iceberg of capital, and the concept of “secondary culture” is popularized and deep-rooted. And extension, no longer limited to a barrage in the animation, or a Coser somewhere, but the identity of the virtual creation IP, into all aspects of the cultural field of games, film, literature, and other elements, and the second element and The so-called sub-dimensional wall between the “three yuan” of the real world is gradually being melted inadvertently. The rise of surrounding cultures and products such as music, dance, seiyuu, Cosplay, hand-made, and tide play is a matter of course, and the second-dimensional cultural communication is being promoted. It has built a complete industrial chain and formed a virtuous circle of business ecosystem
See the secondary market layout from ChinaJoy.
Under the wave of digital entertainment and secondary culture, ChinaJoy attracts more than 300,000 live audiences every year. They are not only core players but also a general secondary audience. Therefore, more and more well-known animation, games and surrounding brands are starting. Focus on this event carnival
The social characteristics of Tencent’s products have the natural advantage of the secondary market. In 2017, Tencent’s mutual entertainment “Jian Wang 3” and “Fairy Tail” two-dimensional hand tour in the exhibition area and “King of the Glory” such an ace IP court, last year will be Tencent The “Foxboy Little Matchmaker”, which enjoys the reputation of “The Light of the Country”, has been on the digital entertainment stage, as well as Tencent Pictures’ influential “100,000 Jokes”, from reading, video to games, community The hierarchical industrial chain is evident. On the other hand, Netease Games in the 2016 ChinaJoy is based on the Japanese writer Meng Pillow’s novel of the same name, “Yin Yang Shi”, through the highly unified and complete IP structure of content and subject matter, became a phenomenon-level second-level game, bold At the same time, it also set a model for the industry; reviewing the recent exhibitions, Miha Tour “Breakdown 3”, stacking paper network “miracle warmth” “love and producer”, the fun game “God without moon”… domestic two Dimensional games have sprung up like mushrooms, which is enough to see the importance of Internet giants and digital entertainment companies in the value of digital entertainment in the field of digital entertainment
And some manufacturers seem to prefer the charm of classic anime IP. At the 2018 ChinaJoy exhibition, the huge booth of Bandai Nanmeng Palace is full of “Mobile Suit Gundam”, “Naruto Ninja” and “Navigation King” “Dragon Ball” and so on are familiar elements of the public; Ali game and “My Hero Academy” launched a game development plan; Sina game “EVA: Dawn”; Sony teamed up with the October animation to develop the PS4 console game “Grand St.” They extended the childhood memories or hotspots of the animation industry to digital entertainment, to deepen the IP and give full play to the advantages of popularity, story plot and character setting
And now the big red and purple barrage website Bilibili is particularly evident. According to the document that B station applied for listing on NASDAQ last year, 80% of its profits came from the agent game “FGO” – a second-yuan card game adapted from the classic anime “Fate”, which is also the game business. The turning point, in May 2017, the game surpassed the “King of the Glory” topping the App Store bestseller list, the game intermodal business tried by the B station became the mainstay of the commercialization process, so in recent years, the focus of the ChinaJoy B station exhibition is basically around the game. Expanded, including the “Fate/Grand Order” “Blue Line” these popular two-dimensional games are placed in a conspicuous position. All of this stems from the high traffic of the platform and the high stickiness of users in the station, the high demand for digital entertainment products, but also shows the significance of the game for the survival and development of the second element
In addition to the stunning digital entertainment products on the ChinaJoy booth, the second-industry summit held by ChinaJoy in 2016 has also become the forefront of the domestic game industry. Representatives from well-known companies in the field came together to discuss the two-dimensional game. The development status and industry trends, based on their experience in IP incubation, game development and operation in the secondary industry, have brought some new ideas to the ever-changing domestic game environment, and also provided the layout of domestic games in the direction of the secondary culture. Reference. In 2019, ChinaJoy will hold the “Secondary Industry Summit” “CHINAJOY ACG CON”, which is undoubtedly receiving much attention and expectation
Under the current situation that digital entertainment tends to deepen the original IP, the second yuan culture will usher in unprecedented multi-features in the 2019 ChinaJoy and CAWAE events. Derivatives with IP value, such as hand-made, tide play, costumes, etc. bring the creativity and art in the virtual concept to the real world; the “ChinaJoy Cosplay Carnival” that truly restores the popular role and the “Dance of the Art” – ChinaJoy The National Dance Company Festival has serialized the secondary culture and surrounding content through IP. The game that connects digital entertainment with the second element will still be the protagonist of the exhibition. The booming development in this field has long been limited to individual works such as “Yin Yang Shi”, “FGO”, “Crash 3” and “Blue Line”. Instead, it tends to be broad and universal, the increasingly popular anime, the cartoon image that is deeply rooted in the hearts of the people, and the various games that are popular all the time. The second-yuan culture has penetrated into the entertainment and life of everyone. The carefully crafted two-dimensional game will bring together an endless product for the secondary culture of China and the world