John UM
On September 6th, the list of awards for the “China Animation Golden Dragon Award”, which is known as the “Oscar” of the Chinese animation industry, was announced. The best animation brand awards were spent on twelve cultures. At the same time, the original story of 12 cultures, “Breaking Rabbit: You are not perfect, it is also very good” won the Bronze Award of Network Popularity Award, 12 buildings also won the best animation and game platform, the best animation and game manager Nominations for the three awards, including the People Award and the Best Anime Character Award
After 40 years of reform and opening up, China’s animation entered the stage of industrialization, and a number of IPs based on the rise of mobile Internet continued to sprout, gradually entering the stage of commercialization, leading the explosion of the animation industry
The new generation network’s popular image is on the stage of the times.
With the pace of reform and opening up, the scale of production and the number of works of Chinese animation have been developed in a blowout manner. Especially since the 21st century, the form of online animation has arisen. With the rise of social platforms such as Weibo, WeChat, and Vibrato, the new forms of online animation, such as animation, expression packs, textures, and short videos, have exploded, and China’s image IP has continued to sprout. A number of cartoon IP images with new eras have emerged
“Broken Rabbit” is a new generation of online comics that emerged in the era of mobile Internet. It is reported that the broken ear rabbit was created by Michael Locke in 2014, and tells the story of the growth of the broken rabbit and his friends in a diffuse form. In the wave of IP waves in 2016, the Broken Rabbit stood out from the Weibo platform, with over 100 original articles, fresh and simple styles, warm and humorous stories, and quickly spread on the Internet. After the break of the rabbit, with the help of vibrato, fast hand, WeChat and other platforms, the fans of the whole network were over 3.6 million, the reading volume of comics exceeded 500 million, and the download of WeChat platform exceeded 100 million, and the amount of communication exceeded 2 billion
The Broken Rabbit Comic combines the relaxed and witty brushstrokes that modern young people like, recreating the warmth of the present family and friendship, and interpreting the values of positive, gentle and positive energy. “There is always something so unsatisfactory in life, but there are still people in the world who love you.” This main purpose is to impress the hearts of contemporary young people
With the increasing pressure and psychological burden of modern people, the thirst for spiritual resonance is on the rise. The rabbits use the “healing power” to harvest the core of wages and white-collar workers between the ages of 18 and 35. User group. Based on the insight into the target user group, the Broken Rabbit develops the content around the warm heart healing style, and gradually closes the distance with the user through peripheral derivatives and book publishing
In November 2018, “Broken Rabbit: You are not perfect, it is also very good” was published, the first print was 20,000 copies, and it was printed twice in two months. Up to now, the image of “Breaking Rabbit” has developed 100 kinds of derivatives, including plush dolls, pendants, bags, pillows, accessories, stationery and so on. Its second series of books will also be available this year
“the world of broken rabbits is precisely the true mapping of fan life. Everyone can find their own shadow from the broken rabbits and friends.” McCorlock said that contemporary young people are the generation of awakening, their cartoon works in the flowers. Looking for self, just as every character in the Broken Rabbit series has its own shortcomings, and grows and changes as the story develops. I hope that the broken rabbit can become a partner to accompany the readers to grow up, bringing warmth and happiness to everyone’s imperfect life
Chinese anime rose at the time.
Broken rabbits are just a microcosm of the explosion of Chinese animation content in the era of mobile internet. Twelve cultural partners and COO chaos said that the mobile Internet has ignited the Chinese animation industry, with high-profile people, high-quality content and huge traffic, which has made the new generation of cartoon image IP
Twelve Buildings built an online traffic pool through the 70+ cooperation platform, and through the content creation, planning, and publicity of IP, it has bred a long-grained squad with a volume of over 21 billion to “drink Coke”. The short-lived video of “Gon’s drought and drought”, with the “thank you boss” expression, captured 6 billion sending amount of refrigeration girl…
“In the future, if you want to build Evergreen IP, the temperature of people, the heat of content, and the extension of products are essential,” said Chaos
In the 12th view, the materialized derivative is another content-bearing form that touches the fans, and behind it requires the support of the whole industry chain integration linkage. In August of this year, 12 companies released the derivatives brand BC12, and announced the opening of the industrial chain closed loop of “product planning and R&D-production-logistics warehousing-sales”. By integrating 140 production companies, the virtual online cartoon IP image will be quickly commercialized, and multiple product lines such as street, space, companionship, and food will cover the needs of life. At present, there are about 3.5 million IP derivatives per year. Through the self-built offline entertainment scene “LLJ folder machine”, we walk out of the animation fan circle and enter the broader young people’s field of vision
For four years, Twelve Cultures has passed a commercial closed loop with IP support products, products supporting stores, and stores backing IP. It has created a “star factory” to foster the development of Super 300+ image IP. Twelve buildings have broken the revenue-generating structure of relying solely on advertising + IP authorization by upgrading derivative products and re-engineering sales scenarios, helping more than 100+ original authors to earn revenue
From the “Where the Devil’s Angels”, “White Snake: Origin” and other outstanding works continue to emerge, the pace of IP commercialization is gradually accelerating, and the Chinese animation industry has shown strong development potential. The chaos said that the Chinese animation industry should go with the times and hope that the industry colleagues will work together to improve the industrial ecological environment. I believe that the rise of Chinese animation is just around the corner