New traditional culture blog

13 On the afternoon of February 13, Zou Zhengyu, general manager of the Animation Division of Tencent Platform and Content Business Group, was invited to hold the "20 18 Third China New Entertainment" with the theme of "Three Things" hosted by Sansheng (official account ID of WeChat ID: tosansheng). At the annual summit of new consumption, he delivered a keynote speech with the theme of "Tell the story of China with the power of animation". In his speech, Zou Zhengyu shared the specific practice of Tencent Animation in combining traditional culture with animation content to create a new cultural trend.

The following is the full text of the speech compiled by "Sansheng" (WeChat official account ID: tosansheng):

Good afternoon, media teachers and colleagues in the industry. Today, I will share with you the cross-border of Tencent animation in the field of traditional culture.

This year is an unusual year for China's content industry. Many people also want to know, where is the next value direction of animation? For Tencent Animation, a comprehensive content platform, we will continue to strive to cultivate diversified content.

In 20 18, in addition to the two major IP's "Under One Man" and "Fox Demon Little Matchmaker", there were also great achievements in the creation of comic content such as e-sports, stars, and so on. The representative works include My Quarterly Boyfriend, Future Restart and so on. However, at the end of the year, I especially want to share with you how Tencent Animation combines traditional culture with animation content to achieve cross-border in many fields and create a new cultural trend.

Why develop traditional cultural content? On the one hand, the animation user base is constantly expanding. In 20 17, the user scale of the whole animation market has reached 330 million, approaching the user scale of online literature of 370 million, among which 65% of animation users are young people. Among these people, there are fans of China traditional culture, who will wear antique costumes and watch cultural relics documentaries; Others love the trend, chase idol stars and watch live games such as e-sports.

The expansion of animation users is closely related to the development of mobile Internet. Mobile phones make it extremely convenient to read comics, making it easier for users to find and discuss their favorite works; At the same time, animation is becoming a social content. For young people, animation has changed from simple content to an expression.

On the other hand, users' demand for content is becoming more and more diverse. From the early days when Japan dominated the country, to the later days when China rose, from the early days when popular comics were full of blood and adventure, to the later days when stars and love rose, it has now shown a state of blooming. Faced with this situation, both content creators and platforms must adhere to one point, that is, continuously improve the quality of content. Win users with good stories, styles and themes.

Therefore, in addition to always paying attention to the trend culture, we also began to seek the combination of animation and traditional culture to make a more comprehensive layout of the content. We will reinterpret traditional culture with animation, such as Dunhuang history and Jin Yong's martial arts. We should also combine the popular culture of young people, such as e-sports games and idol stars. Therefore, adding works with this theme is a layout focus of our content creation this year.

In China, using animation to interpret traditional culture has a long history, among which there are many world-famous products. For example, the well-known Monkey King with the Journey to the West as the background, Little Tadpole Looking for Mom, Return of the Great Sage, Big Fish Begonia, Under One Man, and Fox Demon Little Matchmaker with traditional monster elements all benefited from traditional culture.

In fact, whether in Japan or China, traditional culture and the second element of animation have never been antagonistic, and there is even a word called the second element of national style. The high score of 9.9 in "I am repairing cultural relics in the Forbidden City" proves that traditional culture is very popular with secondary users. Animation is an expression of young people. The popularity of the second element of national style among young people shows that young people now attach importance to and love the history and culture of their country.

Tencent is a "technology+culture" company. On 20 18, Tencent upgraded pan-entertainment to a new cultural creation, and put forward the goal of "building a cultural symbol of China". Animation is an important part of new cultural creation, so it is also the demand of Tencent's overall cultural strategic layout to combine the popular trend culture of young people, inject new vitality into traditional culture and create new trend culture. About how we combine traditional culture, simply share a few cases.

First of all, Tencent Animation has reached a cooperation with domestic authoritative research institutions to restore historical stories with cartoons. This year, Tencent Animation, together with the winning team of the Palace Museum and Tencent NEXT IDEA Innovation Competition, created the comic book "Echo of the Forbidden City". Based on the real history, the story tells that during the Republic of China, in order to protect cultural relics, the Forbidden City moved more than 10,000 boxes of cultural relics to the south and the west. There were twists and turns along the way, but everyone had a belief in their hearts-to leave home in order to go home.

Dunhuang Research Institute is also a partner of Tencent Animation. I even have a feeling that Dunhuang murals contain so many stories, reflecting the social life in different periods in history. Through murals, we can learn about people's clothing, diet, clothing, housing and transportation in various dynasties. This can be described as "a cartoon that spans thousands of years."

Finally, last week, we launched a cartoon based on Dunhuang history, which was co-created with Master Cai Zhizhong. We also cooperated with Dunhuang Research Institute to reinterpret the mural of Battle of Laodu in the form of modern illustrations.

In order to cooperate with these contents, we also placed advertisements in the WeChat circle of friends. As written in the copy, "We have a dream for this treasure of human beauty". What dream? It is to let more young people know Dunhuang through animation, and also let the stories and thoughts of Dunhuang provide new inspiration to our contemporary creators. I hope Dunhuang will continue to accompany us in the next millennium.

This year, Mr. Jin Yong left us, but Mr. Jin Yong's works will not leave China people. Since 20 17, we have adapted a lot of Jin Yong's works in animation and reinterpreted the martial arts world with animation. So far, there are many martial arts works on Tencent's animation platform, such as the legendary swordsman, Eight Dragons, Legend of the Condor Heroes, The Dragon Slayer with Eternal Hand and so on.

At present, six Jin Yong's works have been serialized online, with a total popularity of over 400 million and a total collection of over 700,000. You may ask, do young people really like reading Jin Yong's works? Here's a number to share with you: We analyzed the age groups of users of six Jin Yong's works on the platform at present, and found that more than 60% of users are young people under the age of 22, that is, the post-90s generation.

For contemporary young people, they may not be as familiar with Jin Yong and Gu Long as my generation. But the chivalrous spirit in the martial arts culture and China culture will be passed down through animation.

When traditional culture is reproduced in the form of animation, its value has more possibilities. For example, Under One Man, the head work on our platform, tells the story of a group of "aliens" with super powers and great world outlook in modern cities.

The discussion about this work goes far beyond the animation circle. Up to now, Under One Man has serialized nearly 400 words, with a collection of nearly 4 million and a popularity of over 654.38+0.6 billion. With the support of Tencent Taoism, Tencent Animation has been creatively packaged around "traditional Taoist culture, national trends and virtual idols", creating a fashion brand that can enter the lives of young people.

On June 5438+065438+ 10 this year, "People with Spirit" was officially launched, which was warmly welcomed by fans, setting the fastest record for limited sales of clothes around Tencent Animation: two hours after the launch, one of the limited-edition clothes was robbed and the other seven numbered models were sold out within 12 hours. The attempt of "Humanistic Spirit" has expanded the thinking for the IP value mining and commercialization of Guoman, and also provided a good case for the development of the industry.

In addition to the above cases, Tencent Animation's content and cross-border around traditional culture this year does not stop there. Our Go comic "Female Nine Stages" is a collaboration with Tencent Chess and Artificial Intelligence, inviting Ke Jie, the national player, and the heroine to play AI together, so that young people can also feel the beauty of Go. In addition to Under One Man, another novel with a distinct traditional cultural background, The Fox Demon Little Matchmaker, reached an in-depth cooperation with the Hangzhou Municipal Government, and the protagonist Tu Shan Susu was awarded the official status of the image messenger of Hangzhou Animation Bus.

Slogan, the brand of Tencent Animation, is called "Meet a Different World". We hope to help young people understand the world of traditional culture and combine animation with it, which is what they love and can also convey more positive energy in traditional culture. For example, "building a cultural symbol of China" is the vision of Tencent Xinwenchuang.

Tencent Animation hopes to work with all of you here to give full play to their respective resource advantages and drive Guo Man to actively embrace traditional culture, interpret new trend culture, create more high-quality content that can touch the hearts of young people, and tell the story of China with the power of animation. Thank you.