With the slogan of “The Devil’s Advent”, the voice of “the rise of the country” continues. The huge two-dimensional group behind the emergence of excellent anime dramas is on the rise. Recently, Sina Weibo data center “microblogging animation field white paper” disclosed that microblogging animation users reached 262 million, core animation users reached 32.88 million, a year-on-year increase

The Chinese animation industry seems to have entered a new stage. The user circle continues to expand and the level of original works is constantly improving. However, the country is still struggling on the road of “rise”. Twelve cultural partners and COO chaos said in the Weibo 2019 Super Red Man Festival animation sub-forum that in the past two years, China’s Internet original image IP has continuously explored the derivative chain, but the derivative products are lacking in planning and the scenes are insufficient. Shortcomings often make IP derivatives a consumable, making good IP commercialization. Twelve expect to redefine IP derivatives through BC12 brand, build a closed loop of SPA industry chain, and help China’s original world-class

Mobile Internet is the wave of Chinese original animation.

In the past five years, the mobile Internet wave has produced a number of original Chinese cartoon characters, including the national-level cartoon image of Changsha, who has a popular network of “heads and long grasses”, and won 26 million+ of short videos with “Coke”. Reading the amount of Gon’s drought and flood, “thank you boss” was sent 5 billion times of refrigeration girl, creating 12 billion + comic readings of the record of the little ginger silk… Twelve cultures, the curtain star and other companies started the Chinese original The first shot of the cartoon image influence. On the Weibo 2019 Super Red Man Festival Anime Sub-forum, Chang Cao Yan Tuanzi @腿丽丝 won the Weibo 2019 Top Ten Influential Animation V, and the twelve cultures won the Weibo 2019 Top Ten Influential Animation Agency

The impact of mobile internet on the development of Chinese original animation is deep into the bone marrow. The chaos believes that when the mobile Internet era is approaching, the way in which animation content is transmitted has changed dramatically. In the past, animation relied on the big screen transmission of TV and cinema, and the mobile Internet pushed the media into the era of small-screen operation. The communication mode was short and fast, and the reading habits were fragmented, creating more opportunities for animation content to quickly grasp the user’s eye

“人设” is the first element of the public identification IP. It is said that the IP person is set up to create a star, giving the image vitality and values. For example, Changcao Yan Tuanzi represents cute, simple, warm, and positive energy. In the past five years, the accompanying fans of Changcao Yan Tuanzi grew up with their dreams and grew up together. Because of the local environment in China, the original cartoon image of the network is different from the traditional anime image, which bypasses the path of big movies, long cartoons, and book publishing, and opens up a light mode of production methods of animation content

At the same time, the early animation creation is a one-way output, which is delivered to the user at one time through long-term content preparation. The mobile Internet has created a two-way interactive model. Each time a content release is a user interaction, these interactions form a data deposit to reverse the next content creation

Indiscriminately, compared to story-based IP, Image IP can quickly complete derivatives and scenarios, and is closer to commercialization, showing strong traffic and cargo capacity

Floor-down scene Let the good IP go into life

Since the development of the image IP in 2015, the Chinese Internet’s native cartoon image has gradually transitioned to a new stage of “online development, offline survival”

In fact, China does not lack good manufacturing capabilities, but it is struggling in the avatar. According to the report of the Guangdong Provincial Department of Culture, 80% of the global animation derivative products are from China. The other side of “Made in China” exports to the world, Chinese toys are often labeled as “inferior quality”, and the market lacks a public recognition. Chinese original brand

For this phenomenon, chaos indicates that the short-term industrial chain of product planning and scenes has caused the animation industry to fall into the “cask effect”. The lack of pre-product planning directly widened the gap. On the one hand, derivatives stayed in the mascot and simple print stage, and the commodity attributes were insufficient. On the other hand, derivatives lack the value attributes of IP support

In order to solve the problem of derivative products, 12 models tried to adopt the SPA model, and its derivative brand BC12 was divided into street series, house series, companion series and diet series by scenes. Through cooperation with 140 production enterprises, 1500 was launched every year. Derivatives, the value scale of the product

Every BC12 derivative is given “vitality”. Gon’s drought and flood represents the property of a happy fat house, and Changcao Yan Tuanzi represents the pursuit of dreams. The product behind it is the fan’s recognition of IP values. Through derivatives, IP has built a stronger “close relationship” with fans

Up to now, 3.5 million IP derivatives have entered the lives of fans through the LLJ folder. In the chaos, the LLJ folder is an IP-based offline entertainment scene that delivers a new entertainment lifestyle to fans through immersive entertainment. Just as MUJI conveys a simple and simple Japanese lifestyle, IKEA delivers a simple and pragmatic lifestyle, LLJ folder occupies focus on creating an ideal entertainment space with the theme of “happiness”, through interactive perception of IP image, Pass the IP culture

Facing the future, chaos talks about the rise of Chinese animation, not only to create high-quality content, but also to have a virtuous circle of business ecology. Twelve expectations and partners to improve the industrial chain and make IP culture a lifestyle that creates consumer-grade IP that impresses young people rather than consuming IP