2017 domestic animation drama IP report: Ye Xiu Susu captured three yuan

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Original title: 2017 domestic animation drama IP report: Ye Xiu Su Su Feng baby captured the third year of this year.

2017, a total of 66 domestic non-children on the line to the animation drama IP (non-cinema, multi-set serial). Ye Xiu, who handles McDonald’s, the fox demon Susu who captured Akihabara, and Feng Baby, who was printed on the Piner potato chips, dominated the year. .

Based on the IP value, DoNews summed up the annual domestic animation IPTOP20. .

The basis of this ranking includes the three dimensions of the number of fans of IP, the quality of the work, the degree of IP expansion and the expandability. The main reference data includes the volume of each animation work on each platform, word-of-mouth score, and comments on the volume. Volume, number of microblogging fans, search volume, IP expansion, industry reputation, etc. .

The performance of the top IP shows several trends: Chinese animation 2017, the most attention should be paid, there are more participants; not only the producers and producers have new names, in order to enhance the works The quality, some works seek the help of overseas teams and overseas distribution; secondly, the head works began to pay more and more attention to marketing, not only relying on “tap water”, this trend will gradually open the gap and raise the competition threshold, other films should also learn accordingly. And pay attention to market communication. .

10 sequel IP, 10 new IP.

TOP20’s IP, sequel to IP and new works each accounted for half. In these works, there is also a feature, perhaps because of the reason for the network broadcast, the domestic animation drama is not like the American drama Japanese drama has a more concentrated release season, and the American drama is basically serialized every year. Some works have been launched for two seasons in a year. .

10 The new IP of 2017 is: full-time master, juvenile brocade, smashing the sky, taking my brother away, bloody sky, ideal forbidden zone, superman of the beast, Kaifeng strange talk, gun god, my god robbery girlfriend. .

10 sequels is: fox demon Xiaohong Niang, one person, formerly there is Lingjianshan, Xiongbinglian, the king of the tomb king, Wu Gengji, bump world, nano core, monster list, painting rivers and lakes. .

Among them, the paintings of the rivers and lakes are different stories from the IP. Xiongbing is re-creating the IP of the plot based on the series of animations of the Super Gods. .

The three IPs of Juvenile Jinyiwei, Xiongbinglian and Tomb King have launched two seasons of animation in 2017. Therefore, the search heat, the number of topics read / heat, is dominant. In addition to the film, the Q version of the small theater was also produced. It is also 12 words. The pictures are 3D and 2D, real and Q version, 20 minutes and 5 minutes. .

TOP20 list, “Traditional Music” which combines ancient tombs, suspenseful pop elements, “Full-time Master” adapted from the text of the fine-grained nets, and “The Goddess Chocolate” of the harem theme, although it has achieved good results in terms of playback volume. Achievements, but in the heat search is not satisfactory, failed to be on the list. .

Screen: 2D/3D Chambers are half of the courts.

In TOP20, the half of the work is 2D and half is 3D. In all works in 2017, 2D works still account for the majority, please look forward to our second article for specific data. .

10 2D animation IP: full-time master, fox demon little red mother, under one person, once had a spirit sword mountain, take my brother away, ideal restricted area, monster list, superman, Kaifeng, my day Hijacking a girlfriend. .

10 3D animation IP: Juvenile Jinyiwei, Fighting Cangwu, Xiongbinglian, King of Tomb King, Wu Gengji, Bump World, Scarlet Sky, Nano Core, Painting Rivers, Guns God. .

Duration: 17 15 to 25 minutes when the long-range drama captures the list.

Duration, 17 works on the list are 15 to 25 minutes long, 2 works are 5 to 15 minutes long, and only 3 minutes of instant noodles are on the list. .

17 works in 15 to 25 minutes of IP: full-time master, fox demon Xiaohong Niang, one person, young Jinyiwei, once had a spirit sword mountain, fighting the sky, Xiongbinglian, the king of the tomb, Wu Geng Ji, bump world, bloody sky, nano core, ideal forbidden zone, monster list, painting rivers and lakes, gun gods, my god robbery girlfriend. .

2 works in 5 to 15 minutes of IP: Superman, Kaifeng. .

1 The instant noodles with a length of 5 minutes or less IP: Take my brother away.

15~25 minutes duration animation can capture the list on a large scale, a large part of the reason is that the 15 to 25 minutes setting can better lay out the story, and often the story of this kind of time, story Stronger, it is easier to stimulate the enthusiasm of users. .

And 5~15 minutes, 5 minutes or less, the noodles are weaker in story and story. The dramas of this type of time are mostly daily and funny, the plot is weak, and the user’s pursuit rhythm Not stable. .

The only instant noodle on the list is “Take my brother away”. With the quality of animation made by China and Japan, the original comics have a good attention in the microblog of 1.1 million fans, and they perform well in terms of playback volume and heat. .

Theme: Fantasy, funny, martial arts content liking.

In terms of subject matter and type, the following keywords are presented in the list: esports, love, fantasy, martial arts, funny, science fiction, military, history, campus, adventure, action, horror. .

Analysis list TOP10 found that the fantasy, funny, martial arts labels appear more frequently, these three types of content are more popular with users. .

TOP10 The type of label that IP presents and the number of occurrences of the label are as follows: fantasy (5), martial arts (2), funny (2), history (1), e-sports (1), love (1), science fiction (1), military (1), campus (1). .

And statistical analysis of 2017 domestic drama, the following labels appear more times: .

Fantasy (24), funny (20), adventure (13), action (9), campus (7), love (6). .

IP Source: 9 changes, 7 original, 3 novels, 1 game change.

IP source, original IP7, adapted IP13. In the adaptation of the work, it is also a comic book adaptation IP. There are 9 entries in the list, in addition to 3 novel adaptation IP and 1 game adaptation. .

7 original IP: Juvenile Jin Yiwei, Xiong Binglian, King of Tomb King, Bump World, Nano Core, Superman of the Beast, Painting Rivers and Lakes.

9 Partially changed IP: Fox demon Xiaohong Niang, one person, Wu Gengji, take my brother away, bloody sky, ideal restricted area, monster list, Kaifeng strange talk, my god robbery girlfriend. .

3 novels changed IP: full-time master, once had a sword mountain, fighting the sky.

1 game to change IP: gun gods.

In fact, in the 2017 domestic animation drama, six became the IP, and the fourth became the original IP. In the IP adaptation, the IP was mostly changed, accounting for 27%. .

Compared with the original IP with long production cycle and uncertain market response, the adaptation of IP has a natural fan base and development advantages, while the comics contrast novels and games, with the adaptability of the adaptation, low trial and error, become various Adapted to the popular choice of development. .

In addition, we found that in the original IP of the juvenile Jinyiwei, Xiongbinglian, the king of the tomb king, the bump world, the nano core, the superman, and the rivers and lakes, in addition to the young Jinyiwei, the IP was newly launched in 2017. The remaining 6 are old IPs with fan bases, which means that there is only one original TOP20 innovation. .

Distribution: Multi-platform, single-play each accounted for half, and four went to Japan to broadcast.

In terms of distribution, multi-platform playback and solo broadcast each accounted for half, of which 4 works were broadcast to Japan. .

10 works multi-platform playing IP: under one person, juvenile Jinyiwei, once had a sword mountain, fighting the sky, bump world, nano core, ideal forbidden area, monster list, painting rivers, my god robbery girlfriend. .

10 works alone broadcast IP: Xiong Binglian, King of Tomb King, Wu Geng Ji, Gun Shen Ji 4 IP works for Tencent video solo, full-time master, fox demon little matchmaker, take my brother away Three IP works Tencent video, bilibili single broadcast, bloody sky in love Qiyi and bilibili broadcast, Kaifeng strange talk B station alone broadcast, animal superman Sohu alone broadcast. .

4 works of IP broadcasted in Japan: Fox demon Xiaohongniang, once had a spirit sword mountain, take my brother away, ideal forbidden zone. .

The advantages of adopting multi-platform playback are obvious. The broadcast channels of Fan Opera are more and more, and the population that can be covered is naturally wider. The single-player dramas are mostly IPs cultivated by the broadcast platform itself, and the solo broadcasts are to keep traffic to the platform. .

Producer: Tencent is occupying half of the country.

In terms of production, 55% of the drama IP (11) on the list is produced by Tencent (enterprise, Penguin, Tencent, Tencent, etc.). The video platform bilibili, Sohu video, and Youku’s IP dramas are listed on the list. .

Among them, the ideal restricted area is produced by the production committee model. This is a production model from Japan. Before the launch of the work, all parties participate and divide the model of mutual investment. .

Specific statistics are as follows:

11 Tencent companies produce IP on the list:

Full-time master, fox demon little matchmaker, under one person, fight through the sky, Xiong Binglian, Wu Gengji, take my brother away, bloody sky, monster list, gun gods, my god robbery girlfriend. .

Among them, the fox demon little red mother, bloody sky, take my brother away bilibili also participate in the production. .

Youku United Caesar Culture, Bo Yan Ying painting co-produced: Juvenile Jin Yiwei.

Sohu video joint mutual image, Dapeng and other companies produced: Superman.

Production: Depending on the beauty of the classic “full-time master” summit, painted five works on the list.

In terms of production, the esports theme animation “Full-time master” produced by Mei Jingjing ranked first, becoming a popular year. The Dream of Animation, which is closely related to the creation of Tencent’s animation content, became a big winner. The five animations produced by the team were listed on the list, namely, the fox demon Xiaohongniang, one person, the ideal ban, the monster list, and the combination of colored pencils and enamel paintings. The opening of the Kaifeng story. .

In addition, the three Chinese-Japanese joint production animation IPs used to have Lingjianshan, and took my brother away, and the ideal restricted area was on the list. .

IP Extension.

IP development and development, the top-ranking full-time masters go the furthest. The comics were launched before the animation was launched. At the same time as the real-life stage play of the same name, the same-named mobile games and live TV series were under development. .

In addition, the development of the fox demon Xiaohongniang’s mobile game and live-action online drama is underway. The “One Man Under” live-action movie will be directed by Xu Jinglei, and the “King of the Tomb King” live-action online drama was launched in Hengdian in October last year. .

Special attention: The second element shines into three yuan.

This year, full-time master Ye Xiu endorsed McDonald’s new French fries “on the sauce”. After the fox demon Susu captured Akihabara, he returned to the country to connect two theme cafes. On the potato chip, sold in the supermarket, you go to eat a Pizza Hut, you may also bump into the non-human roads of the gods, the red people in the second world have broken into the three-dimensional world. .

This type of broken dimension marketing has increased the visibility of IP while achieving commercial value, and attracts more potential users based on the stability of original fans. On the other hand, such cross-industry cooperation is cheaper than traditional advertising. .

Do this kind of broken-wall marketing, the core is that marketing should conform to the image and temperament of IP itself, which can bring added value to IP; secondly, it is carried out in merchants or event venues with high overlap of audience and potential audience and high traffic flow. Marketing, such as McDonald’s, KFC, Pizza Hut, 7-11, the whole family and other cross-industry cooperation, in the mall to open restaurants, derivatives sales as one of the theme restaurants. .

Point this out, mainly because of the trend mentioned at the beginning, more and more works began to market themselves, different ways, some focus on fan operations to create official Weibo public number, and some strengthen media reports focus on PR Some of them make a fuss about the data… Different market means, the required energy experience and resources are different, which makes the battlefield of animation extend beyond the production of the product, which will undoubtedly increase the cost and also occupy more The producer of the resource has the opportunity to open the distance. .

And the way of cooperation in different industries has a certain starting point, but the form is more interesting and has its own advantages, so it is specifically pointed out. .

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