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China Animation Industry Development Prospects and Investment Forecast Report, 2013-2017

Last Update:2014-05-04

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Preface

Table of Content

Since the “Eleventh Five-year” Plan period, with the support of macro-policies and a series of special encouraging and supporting policies for animation industry, China animation industry has experienced form small to large, from less to more, from OEM to original creation. And it plays an important role in and makes a remarkable progress in promoting the upgrading of cultural industry structure and accelerating the transformation of economic development modes.

In 2010, the total output value of animation industry reached 47.084 billion Yuan, with an increase of 27.8% over the year of 2009, among which Guangdong province ranked the first one, with the output value of 16.867 billion Yuan, and Shanghai and Hunan were the second and third, with the output value of 5.090 billion Yuan and 46.55 billion Yuan respectively. In terms of market segmentation: in 2010, there were 385 domestic cartoon firms, with 220,530 minutes in China, with a year-on-year increase of 19.57% and 28.35% respectively. In 2010, the size of network animation market expanded from 10 million Yuan in 2005 to 79 million Yuan, with an increase rate from 25% to 93%.

In terms of new policies, on May 19th 2011, national appraisal standards coordination group reply the Ministry of Culture, and the Central Committee approved to add the national animation award to China cultural and art governmental awards, as the same kind of Wenhua Award and Qunxing Award, with a project cycle of 3 years, and praising 30 winners at one time.

According to “A Notice of Taxation on Printing and Issuing the Interim Provisions on Exemption of Import Taxes on Goods Imported by Animation and Comic Enterprises for Development and Production of Animation and Comic Products”, the varieties of tax deduction include import tariff and import value added tax, with the valid period from January 1st 2011 to December 31st 2015, which is the first import tax deduction preferred policy in culture industry, and also is a major tax deduction policy covering the animation enterprises in real sense.

The Notice points out, the animation enterprises, with more than 800,000 Yuan of registered and with directly self-independent R&D qualification and capability of animation products can apply for import tax deduction. The direct animation products are mainly comics, cartoon, and network animation (including cellphone animation).

At present, the release of “A Notice of Value-added Tax and Turnover Tax on Supporting China Animation Industry” Tax (2011) clearly defines the value-added tax and turnover tax policies for supporting the development of China animation industry. If an animation enterprise belongs to general taxpayers, it’s collected 17% as required. But as to the 3%, which is over the actual valued-added tax, the tax will be refundable as soon as it’s imposed.

As to those enterprises provide animation scripts, image design, background design, cartoon design, storyboard, animation, filming, scanning line, coloring, picture synthesis, dubbing voice, incidental music, sound synthesis, editing, subtitling, compression and transcoding services (format adaptation to network-oriented animation, mobile phone animation), and the domestic transfer of animation copyright trading among animation enterprises (including the commission and re-commission of animation brands, images and contents), with a reduction of 3% of turnover tax.

At the end of the “Twelfth Five-year” Plan period, the number of China animation products greatly is greatly reduced. With the continuing extension of animation industry chain, the industry makes a great breakthrough in the profitability as well as output value size. However, there are many problem in Chin animation industry, for instance, the overall development level is not high enough; the structure and layout is not reasonable and the industry lack of high-end talents. There are seldom animation classic products with impressive contents, distinctive characteristics and new patterns in China. China lacks of cartoon images, which are able to stand out in the world. The quality and original creation capability need further improving. Although there are some problems, China animation industry continues to develop with the government’s support and under the vast market prospects. Nowadays, Chinese government ahs regarded animation industry as a fast development industry. It’s hoped the animation industry can account for 1% of GDP. If calculates the industrial value of animation industry with an annual 8% growth, the industrial value will reach more than 600 billion Yuan in 10 years later. Furthermore, China has 267 million juveniles. They are the potential consumer group, and most of them are the single child in the family, who are beloved by all family members, so they have strong buying capability. According to the analysis above, it’s predicted great breakthroughs will be made in the production of China animation and the development of its derivatives in the future, and the industry output value will grow by an increase of about 25%.

Qianzhan Business Information Co., Ltd. Industry Research Center
Research Team of Animation Industry

Chapter 1: Overview and Development Environment Analysis of Animation Industry

1.1 Overview of Animation Industry

1.1.1 Definition of Animation Industry

1.1.2 Classification of Animation Industry

1.1.3 Development History of Animation Industry

(1) Cartoon

(2) Animation

(3) Online Animation

1.1.4 Analysis of Animation Industry’s Position in National Economy

1.2 Policy Environment Analysis of Animation Industry

1.2.1 Management System of Animation Industry

(1) Competent Departments

(2) Supervision System

1.2.2 Policies and Regulations Related to Animation Industry

(1) Industry Related Planning

1) Cultural Industries Promotion Plan

2) National “Twelfth Five-year” Cultural Development Planning Outline

(2) Standards Related to Industry - Standard System of Mobile Animation Industry Will Release Soon

(3) Tax Preference Policies of Industry

1) Cartoon Animation Development and Production of Goods Imported By Enterprises Exempt From Import Tax of the Interim Provisions

2) Turnover Tax Policy Supporting the Development of Animation Industry Tax (2011)

(4) Policies Related to Industry

1) The Cultural Investment Guidelines of Ministry of Culture

2) Management Measures of Animation Enterprises (Trail)

3) Ministry of Culture’s Opinions on Supporting the Development of China Animation Industry

4) Opinions on Promoting the Development of China's Animation Industry

5) Notice on Implementing Theme Planning for National TV Animation

6) Opinions on Developing China’s Film and TV Industry

1.3 Analysis of Animation Industry’s Economic Environment

1.3.1 Analysis of International Macro-economic Environment

(1) “Slow Growth” of US Economy Under High Unemployment and High Deficit Pressure

(2) EU Countries Will Step into “Recession” for Waving of EU Crisis

1.3.2 Analysis of Domestic Macro-economic Environment

(1) Trend and Forecast for GDP Growth

(2) Trend and Forecast for CPI

(3) Trend and Forecast for Industrial Value Added

(4) Trend and Forecast for Fixed Asset Investment

(5) Trend and Forecast for Import & Export

Chapter 2: Development Analysis and Enlightenment of International Animation Industry

2.1 Development Overview of International Animation Industry

2.1.1 Development Status of International Animation Industry

2.1.2 Development Mode of International Animation Industry

2.1.3 Development Features of International Animation Industry

2.1.4 Competitive Landscape of International Animation Industry

2.1.5 Supporting Policies of International Animation Industry

2.1.6 Policy Supporting Measures of International Animation Industry

2.2 Development Analysis of Japan Animation Industry

2.2.1 Income Analysis of Japan Animation Industry

2.2.2 Pattern Analysis of Japan Animation Industry

2.2.3 Industrial Chain Analysis of Japan Animation Industry

2.2.4 Successful Factors Analysis of Japan Animation Industry

(1) Japan Animation Works More Fit for Social Demand

(2) Tight Close of Every Link in Japan’s Animation Industrial Chain

(3) Creativity Forms Core Competitiveness of Japan Animation Industry

(4) Japan Animation Industry Supported by Government

2.2.5 Development Analysis of Main Enterprises in Animation Industry

(1) STUDIO GHIBLI

(2) BONES

(3) SUNRISE

(4) GAINAX

(5) GONZO

(6) J.C.Staff

(7) Kyoto Animation

(8) Toei Animation

2.2.6 Industrial Management of Japan Animation’s Enlightenment on China Animation Industry

(1) Expanding Target Audience Group

(2) Focus on Product Segments

(3) Strengthen Industrial Management

2.3 Development Analysis of US Animation Industry

2.3.1 Development Stage of US Animation Industry

2.3.2 Industrial Value Analysis of US Animation Industry

2.3.3 Commercial Mode of US Animation Industry

2.3.4 Market Competition of US Animation Industry

2.3.5 Development Analysis of Main Enterprises in US Animation Industry

(1) Disney

(2) DreamWorks SKG

(3) Blue Sky Studios

(4) Warner Bros. Entertainment

(5) 20th Century Fox

2.3.6 Operational Mode of US Animation’s Enlightenment on China Animation Industry

2.4 Development Analysis of Korea Animation Industry

2.4.1 Development Stage of Korea Animation Industry

2.4.2 Income Analysis of Korea Animation Industry

2.4.3 Development Trend of Korea Animation Industry

2.4.4 Development Analysis of Main Enterprises in Korea Animation Industry

2.4.5 Rising of Korea Animation’s Enlightenment on China Animation Industry

Chapter 3: Development Status and Trend of China Animation Industry

3.1 Profit Mode of China Animation Industry

3.1.1 Profit Mode of “Cultural Industrialization”

3.1.2 Profit Mode of “Industry Culturalization”

3.1.3 Comparison Between Two Modes

3.2 Industrial Chain Analysis of China Animation Industry

3.2.1 Profile of Animation Industrial Chain

3.2.2 Flow of Animation Industrial Chain

3.2.3 Main Types of Animation Industry

3.2.4 Operational Status of China Animation Industrial Chain

3.2.5 Dilemma of China Animation Industrial Chain

(1) Copycats

(2) Derivatives Lack of Product Development

(3) Lack of Overall Co-ordinance

3.2.6 Ways to Development China Animation Industry

3.3 Development Analysis of China Animation Industry

3.3.1 Development History of China Animation Industry

3.3.2 Market Size of China Animation Industry

3.3.3 Supply and Demand Analysis of China Animation Industry

(1) Market Supply Analysis of China Animation Industry

(2) Market Demand Analysis of China Animation Industry

(3) Causes for Changes of Supply and Demand of China Animation Market

3.3.4 Market Competition Analysis of China Animation Industry

3.3.5 Development Bottlenecks of China Animation Industry

3.4 Import and Export Analysis of China Animation Industry

3.4.1 Import and Export Status Analysis of China Animation

3.4.2 Analysis of China Animation Export Trend

(1) Advantages of China Developing Animation Export

(2) Major Existing Problems in China Animation Export

(3) Strategic Opportunities of China Animation Export

(4) Challenges of China Animation Export Facing

3.4.3 Analysis of China Animation Import Trend

(1) China Animation Import Shocked by Domestic Animation

(2) Development Trend Analysis of China Animation Import

3.5 Development Trend of China Animation Industry

3.5.1 Original Animation Works Roll Up

3.5.2 Animation Enterprises Exploring Development Road of Marketilization

3.5.3 Amalgamation of Animation Creativity Enterprises

3.5.4 Frequent Cooperation Among Animation R&D Institutions, Producing Institutions and Schools

Chapter 4: Regional Distribution and Base Development of China Animation Industry

4.1 Regional Distribution of China Animation Industry

4.2 Development Overview of China National Level Animation Bases

4.2.1 Development Size of China National Level Animation Bases

4.2.2 Capacity Analysis of China National Level Animation Bases

4.3 Development Analysis of Jiangsu Animation Industry

4.3.1 Jiangsu Animation Industry Status

(1) Size of Animation Industry

(2) Output Analysis of Animation Industry

(3) Construction of National Animation Industry Bases

(4) Policies of Animation Industry

4.3.2 Problems in Jiangsu Animation Industry

(1) Broken Industrial Chain of Animation

(2) Severely Lack of Animation Industry

(3) Not Enough Supporting Strength on Animation Enterprises

4.3.3 Policies on Development of Jiangsu Animation Industry

(1) Strengthen Enterprise Competitiveness

(2) Support the Development of Original Industry

(3) Play a Role of Industry Engine and Foster a Complete Animation Industrial Chain

(4) Encourage Diversified Economies to Join Development and Operation of Film Animation Industry

(5) Strengthen Extensive Cooperation with Other Provincial and Foreign Animation Industry

(6) Support the Construction of Animation Industry Bases and Strongly Foster High-end Talents

4.4 Development Analysis of Zhejiang Animation Industry

4.4.1 Status of Zhejiang Animation Industry

(1) Size of Animation Industry

(2) Output Analysis of Animation Industry

(3) Construction of National Animation Industry Bases

(4) Policies of Animation Industry

4.4.2 Commercial Modes Analysis of Zhejiang Animation Industry

(1) Typical Commercial Mode of Hangzhou StarQ Information Technology

(2) Typical Commercial Mode of Modern Age

(3) Comparison Between Two Modes

4.4.3 Development Bottlenecks of Zhejiang Animation Industry

4.4.4 Strategies for Developing Zhejiang Animation Industry

(1) Make Full Use of Policies and Implement Priority Development Strategies

(2) Accelerate Industry Cluster and Vigorously Improve Core Competitiveness

(3) Focus on Structure and Strengthen to Foster and Bring in Animation Talents

(4) Promote Studio Mode of Application Animation

(5) Conduct Market Segments, Found Magazines and Foster Animation Lovers

(6) Development and Utilize Animation Derivatives

4.5 Development Analysis of Guangdong Animation Industry

4.5.1 Status of Guangdong Animation Industry

(1) Size of Animation Industry

(2) Output Analysis of Animation Industry

(3) Construction of National Animation Industry Bases

(4) Policies of Animation Industry

4.5.2 Transformation Analysis of Guangdong Animation Industry

4.5.3 Development Routines of Shenzhen Animation Industry

4.5.4 Advantages Analysis of Developing Guangdong Animation Industry

(1) Good Basic Conditions of Industry

(2) Diversified Investment Environment

(3) Massive Reserve of Talents

(4) Developed Derivatives Industries

(5) Enormous Animations Fans Group

(6) Rich Original Resources

(7) Prosperous Development Momentum in Province

4.5.5 Development Bottlenecks and Strategies of Guangdong Animation Industry

(1) Development Bottlenecks

(2) Forming Causes

(3) Dealing Strategies

4.5.6 Development Trend of Guangdong Animation Industry

4.6 Development Analysis of Shanghai Animation Industry

4.6.1 Status of Shanghai Animation Industry

(1) Size of Animation Industry

(2) Output Analysis of Animation Industry

(3) Construction of National Animation Industry Bases

(4) Establish Animation Property Transaction Center

(5) Build up First Domestic Animation Public Technology Service Platform

(6) Animation Industry Policies

4.6.2 Development Features of Shanghai Animation Industry

(1) Long Development History of Animation Industry

(2) Bring in Animation Industry Resources for Foreign Countries

(3) Enormous Consumption Market of Animation Industry

(4) Development of Technologic Chain of Animation Industry

4.6.3 Strategies for Developing Shanghai Animation Industry

(1) Grasp Market Opportunities of Animation Derivatives in Expo

(2) Establish Standard System for Animation Industry and Improve Overall Quality of Industry

(3) Accelerate to Cluster Domestic and Foreign Excellent Animation Talents

4.7 Development Analysis of Chongqing Animation Industry

4.7.1 Status of Chongqing Animation Industry

(1) Size of Animation Industry

(2) Output Analysis of Animation Industry

(3) Construction of National Animation Industry Bases

(4) Policies of Animation Industry

4.7.2 Successful Experience of Developing Chongqing Animation Industry

(1) Strongly Strengthen Governmental Support

(2) Focus on Expanding Industry Size

(3) Keep Strengthening Technological Support

(4) Positively Foster Talent Team

(5) Fully Cultivate Market Environment

(6) Make Efforts to Expand Exchange and Cooperation

4.7.3 Advantages and Disadvantages Analysis of Chongqing Animation Industry

(1) Analysis of Advantages

(2) Analysis of Disadvantages

(3) Analysis of Opportunities

(4) Analysis of Risks

Chapter 5: Development of Industry Segments of China Animation Industry

5.1 China Animation Production Industry

5.1.1 Analysis of China Animation Production Industry Status

(1) Total Industrial Value Analysis of Animation Production Industry

(2) Output of Domestic TV Animation

1) Output Analysis of Domestic TV Animation

2) Enterprise Ranking of Domestic TV Animation by Output

3) City Ranking of Domestic TV Animation by City

(3) Box Office Performance of Domestic Animation

(4) Analysis of Animation Film’s Market Size

5.1.2 Theme Changes of China Domestic Animation

5.1.3 Key Enterprises of China Animation Production Industry

5.2 China Animation Processing Industry

5.2.1 Status Analysis of China Animation Processing Industry

5.2.2 Main Forms of China Processing Animation

5.2.3 Transformation and Upgrading Direction of China Animation Processing Industry

(1) Transform Towards to High-level Animation

(2) Transform Towards to Original and Production Associate Direction

5.2.4 Development Prospects for China Animation Processing Industry

5.3 China Animation Training Industry

5.3.1 Status Analysis of China Animation Training Industry

(1) Size of Animation Training Educational Institutions

(2) Annual Industrial Value of Animation Training Industry

(3) Distance of Animation Training Industry Compared with Developed Countries

5.3.2 Key Enterprises in China Animation Training Industry

5.3.3 Existing Problems in China Animation Training Industry

5.4 China Animation Magazine Industry

5.4.1 Analysis of China Animation Magazine Market Status

5.4.2 Competitive Landscape of China Animation Magazine

5.4.3 Problems in China Animation Magazine Industry

5.5 China Animation Books Industry

5.5.1 Analysis of China Animation Books Market Status

5.5.2 Analysis of China Best-seller Animation Books

5.5.3 Key Enterprises in China Animation Books Industry

5.6 China Animation Exhibition Industry

5.6.1 Development Status of China Animation Exhibition Market

5.6.2 Regional Distribution of China Animation Exhibition Market

5.7 China Network Animation Industry

5.7.1 Analysis of China Network Animation Industry

(1) Market Size of Network Animation

(2) Market Features of Network Animation

5.7.2 Analysis of China Network Animation Enterprises

(1) Status of Network Animation Enterprises

(2) Analysis of Major Animation Websites Market

(3) Release of Major Animation Websites

(4) Information Included Volume of Animation Websites by Search Engines

(5) Importance Analysis of Media on Animation Websites

5.7.3 Development Prospects of China Network Animation

5.8 China Cell Phone Animation Industry

5.8.1 Development of China Cell Phone Animation Industry

(1) Development Analysis of Cell Phone Animation

(2) Development Analysis of Cell Phone Cartoon

5.8.2 Main Enterprises of China Cell Phone Animation Industry

5.8.3 Analysis of China Original Cell Phone Animation Competitions

(1) Holding Information of Original Cell Phones Competitions in History

(2) Influence of Competitions on Cell Phone Animation Development

1) Influence of Competitions on Cell Phone Animation Industrial Chain

2) Influence of Competitions on Cell Phone Animation Technological Links

3) Influence of Competitions on Cell Phone Animation Content Links

4) Influence of Competitions on Links to Foster Consumers

5) Influence of Competitions on Animation Creation Links

6) Influence of Competitions on Animation Basic Research Links

5.8.4 Market Researches on China Cell Phone Animation Market

(1) Interest Degree on Cell Phone Animation

(2) Use Habits of Cell Phone Animation

(3) Evaluation on Cell Phone Animation

(4) Evaluation on Forms of Cell Phone Animation

5.8.5 Development Prospects for China Cell Phone Animation

Chapter 6: Development of China Animation Derivatives

6.1 Market Status of China Animation Derivatives

6.1.1 Development Mode of Animation Derivatives

(1) Development Mode of Animation Derivatives

(2) Market Size of China Animation Derivatives

(3) Problems in China Animation Derivatives Market

1) Foreign Animation Brands Occupy Monopoly Position

2) Not Obvious Development Advantages of Domestic Animation Derivatives

6.2 Analysis of China Main Animation Derivatives Markets

6.2.1 Analysis of China Animation Toys Market

(1) Market Size of Animation Toys

(2) Supply and Demand Analysis of Animation Toys

(3) Analysis of Animation Toys’ Position in Toys Market

(4) Market Competition Modes Analysis of Animation Toys

(5) Types of Mainstream Animation Toys

(6) Main Manufacturing Enterprises of Animation Toys

(7) Market Channels Analysis of Animation Toys Market

(8) Market Prospects for Animation Toys

6.2.2 Analysis of China Animation Games Market

(1) Development of Network Games and Video Games Market

(2) Market Size of Animation Games

(3) Development Operational Mode of Animation Games

(4) Main Participating Enterprises of Animation Games

(5) Typical Cases Analysis of Animation Games

(6) Market Prospects for Animation Games

6.2.3 Analysis of China Animation Costumes Market

(1) Market Overview of Animation Costumes

(2) Main Types of Animation Costumes

(3) Supply and Demand Analysis of Animation Costumes

(4) Analysis of Market Competition of Animation Costumes

(5) Main Manufacturing Enterprises of Animation Costumes

(6) Market Channels Analysis of Animation Costumes

(7) Market Prospects for Animation Costumes

6.2.4 Analysis of China Anime Stationery

(1) Market Overview of Anime Stationery

(2) Main Types of Anime Stationery

(3) Supply and Demand Analysis of Anime Stationery

(4) Analysis of Market Competition of Anime Stationery

(5) Main Manufacturing Enterprises of Anime Stationery

(6) Market Channels Analysis of Anime Stationery

(7) Market Prospects for Anime Stationery

6.2.5 Analysis of Other Animation Derivatives Markets

(1) Development Analysis of Animation Theme Parks

(2) Development Analysis of Anime Virtual Products

1) Network Images

2) Virtual Wealth

3) Application in Cell Phone

6.3 Analysis of Typical Cartoon and Other Derivatives Cases of Cartoon Images

6.3.1 Disney – Successful Case of Animation Derivative

6.3.2 Transformer Toys – Subverting the Mode of Having Product First, Having Animation Second

6.3.3 Astro Boy – Beginning of Japan Animation’s Derivatives

6.3.4 Lan Mao – Successful Case of China Animation’s Derivatives

6.4 Development Thinking of China Animation Derivatives

6.4.1 Comply with International Mature Logic Mode of Animation Industry Development

6.4.2 Focus on Emotional Features of Animation Derivatives

6.4.3 Conduct Market Segments and Exactly Grasp Demand of Target Market

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