CATDOLL: CCTV's push for the two-dimensional animation industry is another dose of poisonous milk?

In early January, CCTV reported on the animation industry, using the term "Attack on the Second Dimension," which caught people off guard. Official reports always give people a sense of sweetness: the authorities have acknowledged the status of animation, and we no longer have to hide our interests, which are not despicable, and we no longer have to be quiet when going to comic conventions.

It seems like a good thing, but is it really so?

So let's review this news again and see if there is anything worth digging deeper into.

CCTV started with the investment field and briefly introduced the animation industry. Starting from the investment field shows that the government has noticed the value of the animation industry and is preparing to put an advertisement on CCTV. The purpose is almost clear at a glance, which is to tell those big businessmen with a lot of money that your spring is coming!

The following reports cited the entrepreneurial experiences of several young investors and their analysis of how they used animation products to attract the two-dimensional user group. The appearance of these people on camera can be said to be the most cost-effective free advertisement in history, indirectly gaining the attention and favor of countless investors, so they will become the first group of beneficiaries of the animation culture platform, and they should thank the country at this time.

Secondly, when some anime fans were attending comic exhibitions, the official images cited were puppet shows, ancient style cosplay and other programs, and the reports rarely saw anime works from the Japanese anime industry from beginning to end, which can fully reflect one thing. Sorry, the two-dimensional world we mainly promote does not include Japanese anime, which is paving the way for the Chinese animation industry.

What’s more interesting is that the Chinese comics cosplay is followed by a quote about anime fans’ support, which is surprisingly the support method of the famous Japanese idol animation Love Live. Obviously, the host’s opening line “There’s high energy ahead” was a bit too down-to-earth.

CCTV later mentioned cultural exchanges, the penetration of the second dimension into the third dimension, and said that non-mainstream culture penetrated mainstream culture, leading to non-mainstream culture being gradually accepted by mainstream culture, and then becoming mainstream culture and recognized by society. This is the same as the current e-sports games. The game industry has also been officially accepted. In the future, people like Internet-addicted professors will find it difficult to stir up trouble, but it does not mean that Internet-addicted teenagers will not appear. Mainstream culture cannot affect individuals, just like the German orthopedics that still appeared after the penetration of anime culture. I am afraid that the industry will be blamed again.

Here CCTV mentioned several domestic enterprises that have been successfully financed and developed, such as AB Station and Aofei YouYaoQi. According to CCTV's report, China's animation industry has a market capitalization of 100 billion yuan, and the two-dimensional users have a strong social demand. Whoever pleases young people, wins young people, and wins the future.

Don't be happy, everyone. These young people are not you and me, but the number of a certain group. Among the current two-dimensional user groups, whoever has a larger number can represent the young people, just like now, the "primary school students" of Bilibili are the young people mentioned by CCTV, so Bilibili's strategic policy should target this group of young people. I don't care what group you are, anyway, you like anime, I must make you happy, and if you are happy, my existence will be meaningful and I will have a future.

CCTV has calculated the number of young people like this in general terms, and came up with a magical number of 219 million. Fortunately, it adds that there are 59 million core users, 95% of whom are born after 1990, and the average annual spending is 1,700 yuan. Of course, I was really shocked by the 219 million.

I don't have much to say about these sets of numbers because I can't judge whether they are true or false. According to another set of numbers, there are 367 million young people in our country, so 219 million seems reasonable.

The reason why the government is optimistic about the animation culture industry is because of the copyright awareness and payment habits that are gradually emerging in the animation market. These two points have visible growth potential, but how to obtain commercial profits has become the main problem. If it only relies on charging for watching animation, this industry will be over in a few years at most. However, judging from the current domestic situation, the only way to recover funds is through gamification and filmization. This means that the so-called novels, animations, comics, and online dramas are all based on the popularity of IPs, and the surrounding industries also rely on the sustainable development of IPs, which requires some IPs that can survive longer, such as Qin's Moon.

The main achievement of CCTV's reporting on the animation industry this time is that the official has finally acknowledged the status of the young people's market in the animation industry. Since the reports mostly mentioned young people rather than children, few people will regard this industry as a pure children's animation industry in the future. In this way, more investors will broaden their horizons and not only stay in children's animation, but also invest in relatively higher age levels.

So in the end, CCTV's report on the animation culture industry is actually for businessmen to see, representing the country's desire to help this industry introduce funds to allow it to develop faster and faster to resist foreign cultural invasion. The clever thing here is that Japanese animation culture has cultivated a large number of animation fans in China, and China is preparing to develop and protect original content through subsequent means such as introducing funds, in order to harvest the two-dimensional user group cultivated by Japanese animation culture in China. This is a fat sheep group that looks very valuable. The author believes that this time CCTV's advertising for the two-dimensional will make many businessmen take the bait, which also achieves the purpose of assisting the animation culture industry to enter the mainstream stage.

There are many young people in the animation industry, and the potential value is huge. If we dig deeper, we can not only make money, but also boost GDP. However, some people are dissatisfied with CCTV's reporting on the industry. CCTV's vigorous publicity is nothing more than hoping for a large amount of capital injection to point out the direction for some companies to transform. In this way, all kinds of people come. They may not consider the needs of two-dimensional users, and only see the word "money", so they give up the user experience. If such people enter this industry, it will naturally lead to a large number of user dissatisfaction and loss, loss of industry opportunities, and make more investors dare not come. At that time, supporting the animation culture industry will become a big joke.