Why is China's animation industry slow to develop? What are the countermeasures ah?

China's animation lagging behind the reasons

⒈ started earlier, began in the 1950s and 1960s, produced in the year when the ink animation was a great, as well as the later cloth plastic animation. But unfortunately, the country failed to give enough attention to this industry, naturally, this emerging art category has not been able to maintain the advantages and continuous innovation, ultimately leading to technological stagnation so far behind the production level of foreign countries (pictured cartoonist Baisong cartoon series drawn by the image of the "Rabbit Duke") Animation

Peake by today's environment, the ability of talent is seriously constrained, the sense of innovation can not be effectively developed, more plagiarism, copying, without any of their own characteristics of animation, attraction is very poor.　?€€?€€?€€Immature market environment. In China, limited by traditional thinking, many parents in China think that comic creation is not a serious business, animation film and television will affect the children's learning, and often hold an attitude of opposition to animation. This kind of concept occupies the main thinking of the society, which makes China's cartoon creation lack of favorable environment and space. Bookstores, schools and other cultural places do not attach importance to animation creation, and even regard it as something unorthodox, so that many Chinese animation writers have no market for their works in China, and have to sell them to foreign animation creation companies.　Singed due to the management of the wrong positioning of the audience of animation products, resulting in the animation audience customer base age level single and does not have the level of consumption, not the mainstream of fashion, many animation only for young children, very few for teenagers, adults.　Be careful with the funds are difficult to implement in place, resulting in domestic enterprises do not have enough funds to produce animation.　Select not to form a complete animation industry chain, China's animation industry is basically concentrated in the "animation production" and "TV broadcast" two links, has not yet formed a complete and mature industry chain, derivative products have not been fully developed. In addition, the impact of piracy has made it difficult for many animation enterprises to recover costs and earn profits. At the same time, the lack of professional operation and management team in the animation industry also greatly restricts the development speed of animation industrialization. How to carry out successful industrial operation and form a benign industrial chain has become a difficult problem for animation enterprises to solve.　Borrow animation talent lack, the domestic animation industry is more difficult to replenish the fresh blood, for a long time, China's traditional culture and education, from a certain degree of confinement of people's thinking, the formation of the traditional cultural psychology of obedience, unity. However, the creation of animation can not be separated from the rich and extraordinary imagination ability, sometimes even need to be extremely rich in exaggerated imagination, which is an art and a discipline. The lack of original animation talents and the backwardness of talent training mode have become the key to restrict the development of China's animation industry. It is understood that the domestic animation industry is in urgent need of creative research and development talents, both art and technology of composite animation talents and business development talents. At present, there are fewer than 10,000 animation practitioners in the country, only 1/3 as many as in South Korea, so the demand for Chinese animation talents is in a serious shortage.　Chinese animation productions have always been too conservative in terms of production philosophy. According to one fan, some of China's cartoons sometimes emphasize too much on the educational aspect, as if they were old-fashioned schoolboys, and lack the entertainment element that should be present in cartoons. Now many of China's animation works are rehashed, the storyline is bland and tasteless, the lack of creative works, many works are changing the head not to change the plot. Domestic animation image is not lovely, lack of humor and exaggerated sense; animation story cliché, childish didactic, lack of independent innovation; animation characters sketchy, mediocre modeling and even offensive, no sense of beauty. These old problems that have plagued China's animation industry for many years have not changed much. Therefore, in people's minds, the animation world has no concept of "Made in China".　μ Profit problem, foreign animation works in character design and post-production, 60% to 70% is completed by Chinese writers, which in the animation industry is also formed for everyone to accept the outsourcing services. A good original animation writer to take external orders, usually a minute can get more than 1,000 yuan of processing fees, while to the domestic company to create, only three or four hundred yuan of income. The revenue gap also causes the flow of excellent domestic works to foreign countries.　Sneakers Advanced China's animation industry chain, the emphasis on developing and supporting original comics is still very insufficient. Comics can be extended to animation, and hides a huge market prospects, but the current domestic almost "no comic can move. Original cartoon is the foundation and origin of animation and game, and it is difficult to change the current state of lack of strength without the thriving cartoon.　11. The subject matter of animation works is not diversified enough. In China's domestic animation theme is basically all the girls to the work, and other types, but because of the policy and other reasons, can not try and create, so the work of a single, can not promote the development of animation. From this can be seen, to wait until the development of China's animation climax I'm afraid to wait nearly 10 years.

Constraints on the development of Chinese animation

Constraints on ideological concepts and industrial policies---Animation industry is essentially a kind of culture and entertainment industry, and the main consumer group is still only the teenagers, and most of the animation production and broadcasting enterprises have not grasped the trend of adultization of the animation industry in the world. Most of the animation production and broadcasting enterprises did not seize the industrial opportunities brought by the international trend of adultization of the animation industry, and did not take adults as the target consumers and create animation products suitable for adults, which greatly restricts the enhancement of the purchasing power, and this is reflected in the lack of advertisements in the broadcasting process.

There is a serious shortage of creative and marketing talents --- despite the fact that in the past two years there have been nearly 100 departments of various universities and colleges in China that have opened animation majors, with nearly 10,000 students enrolled, the supply still far exceeds the demand. At present, China's animation industry is not the most lack of technical personnel, but creative screenwriters, directors, planners and marketing personnel. This is also the fundamental reason why many domestic animation products cannot attract audiences. The lack of management talents restricts the improvement of the industry. Some of the better original products are fragmented, not connected into a chain, making the lack of sales platforms, industrial upgrading is obviously not enough energy.　"Animation" and the imported word "cartoon" is a native Chinese vocabulary, from the first day of its birth, with obvious Chinese characteristics and local color. Prior to this, the content it refers to was often referred to as comics, comic strips, art films, animation, cartoons, and so on. Behind the change of vocabulary, it is not just a change of name, but it is because these words are difficult to summarize this emerging industry that is gradually surfacing. At the turn of the century, the animation industry quietly sprouted in China. There is a misunderstanding here: that is the difference and relationship between animation and animation, cartoon and comic. Animation is an industry, is composed of many more industrial chain, it is not a single technology, but a large group of people, for all consumers of the industry, can not be compared with animation, cartoon, comics, it does not only cover these, the country has not yet recognized this point.

Status quo of China's animation industry

In 2004, China's animation finally ushered in the spring of the industry, from the government to all sectors of the community on the industry bet on an unprecedented enthusiasm. April 20, the State Administration of Radio, Film and Television issued the "on the development of China's film and television animation industry of a number of opinions", the government to increase the development of the animation industry with the strength of the executive, which is the first time in the history of the development of China's animation. In July, the first "National Animation and Game Industry Revitalization Base" settled in Shanghai. At the end of the year, Beijing Animation Channel, Shanghai Dazzling Cartoon TV and Hunan Golden Eagle Cartoon TV were approved to be the three animation channels on the star, and the first 9 national animation industry bases and 4 animation education teaching and research bases were officially named. Up to now, there are three new national animation and game industry revitalization bases in Beijing, Chengdu and Guangzhou, and six national animation industry bases. And since 2005, one China International Animation Festival has been held every year, and the organizer is determined by the State Administration of Radio, Film and Television in the form of bidding, which has been held in Hangzhou for two sessions.　At the same time, experts and scholars have written articles to talk about the development of the industry for the importance of China's animation, such as China Animation Society Secretary General Mr. Zhang Songlin's "implementation of policies and measures to promote the overall prosperity of the animation industry", "mobilization, to revitalize China's animation industry to create a new success", Beijing Film Academy Animation School President Sun Lijun's "to create China's own animation industry," the head of the animation group of the Shanghai Academy of Social Sciences. Guo Hong, Associate Professor of School of Journalism, Fudan University, "The way out of Chinese animation lies in industrialization" and so on.　In the national policy to promote, the community's attention, the industry's efforts, a time, the animation industry in full swing, each city has established animation industry base, held animation exhibitions, production of animation works. According to China's animation industry annual report group statistics, in 2003 the total output of domestic animation works less than 30,000 minutes, and into the first batch of 2005 *** received 68 production units across the country to submit applications for the repertoire of 173, 25,659 episodes, the length of 258,314 minutes, approved by the examination and establishment of the project 164, 24,244 episodes, the length of 226,585 minutes; the second batch *** Received from 93 production units across the country submitted applications for 251 plays, 25,097 episodes, the length of 358,794 minutes, after review and approval of the project 239, 24,534 episodes, the length of 349,133 minutes. Such a scale was unimaginable in previous years. In the midst of the clamor for the industry, we can find quite a few problems. Most of the animation products presented in the Comic and Cartoon Show are mainly foreign animation products, and the ones that cause audiences to seek after them are still foreign animation stars. I visited the 2005 Golden Panda International Animation Exhibition in Chengdu on November 26, 2005, and found that there were very few original animation derivatives sold in the exhibition halls, and most of them were foreign animation images. Moreover, among a large number of animation works on the market, how many of them are really recognized by the audience and how many of them have really formed the development of the animation industry chain. Although the General Administration of Radio, Film and Television (GARFT) has stipulated that the proportion of domestic animation programs broadcasted on each animation channel and children's channel shall not be less than 60%, it is regrettable that the favorite of animation audience in each region of the country is still Japan, Europe and America's animation works. In the author's participation in Beijing, Shanghai, Hangzhou, Chengdu, four cities of the cartoon audience consumption status sample survey can be found, the consumer favorite is still Japan, Europe and the United States of animation works, including the most favorite Japanese animation accounted for 73.6%, the most favorite Europe and the United States accounted for 16.0% of the animation, the most favorite domestic animation is only 7.3%.