A Research On New Profit Models Of Domestic Animation

Since2002, the government had put major efforts in the guidance and support of cultural creativity industry, especially the animation industry. Over a decade, there were more than500animation production companies registered and over10,000practitioners across the country. In2012, although the year production of animation was lower than260,000minutes in2011, it was still a sign of industry peak in history with an amount of220,000minutes.In this year, with the context of significant governmental decline on the policy supports of the animation industry (especially the cartoon industry), many companies, especially animation production companies, has started transformation or are seeking to find new profit models.As the vice general manager in Zhejiang Zhongnan Cartoon CO., Ltd. and the executive director of Hangzhou Ynuo Cultural and Creative CO., Ltd., the author has made detailed exploration into dozens of good companies and has had deep talks with many company senior stuff who come from the management in different position in the industry chain, and therefore has a series of research, induction, analysis. Through these steps, the author came up with the conclusion that the profit model of current animation industry should change from mainly relying on governmental support to clustering collaborative creation and finally reaching to the goal of cross-disciplinary companies’ cooperation and sharing of risk and benefit. Besides, the author also reckons that, the model of simple and rough imitation from the American, Japanese and South Korean animation industry is not advisable considering the basis and environment of the current domestic animation industry. In order to achieve the prosperity of the domestic animation industry, we must figure out and carry out a suitable way with Chinese characteristics.In the process of the composition of this essay, the author also has elaborated this conclusion to company senior stuff related, and had accepted wide recognition among them. A majority of them even took this as the orientation for their companies’ future developments.