The hand is a small-sized, high-precision sculpture. It is based on the role of video game characters, with its unique artwork and collectible value. The hand-held industry has been greatly developed in countries such as the United States and Japan. It is an important component of animation and film peripheral derivatives, with considerable market and profits. In China, although the film, game, and animation industries have made great progress, the domestic hand-made production and market, which is an important part of the industrial chain, has lagged behind the development of the entire pan-entertainment industry. The hand-made production group has just emerged in quality and There are insufficient in quantity. On the other hand, the broad market conditions and consumption levels are always there, and they are still expanding. The development prospects of domestically produced companies are still very bright and promising.
Hand; market; prospect
First, the definition of the hand and the development of foreign countries
Hand-made is a high-precision, small-sized sculpture made from anime film and television and game characters. It is a peripheral derivative of animation, film and games, and it is the materialization of the character image of virtual movie games in real life. It is said to be small because its size is mostly 20CM-40CM, with dolls and model features. It is said that its high precision means that its production is very delicate and the color is very delicate. By using materials such as carved clay or American soil, the character's facial features, hair, clothing, etc. are produced in an extremely small spatial dimension, emphasizing the texture simulation and detailing, and spraying on a small scale through a specific model paint. The subtle changes in color are displayed in the range, so as to realize the vivid reproduction of the character of the video game.
The hand-held industry is very mature in Japan and the United States, and has become a fairly large cultural industry market. In the United States, Hollywood Disney's film derivatives account for 73% of film revenue, much higher than the film itself. In its complete animation industry chain, a wide range of animation derivatives continue to be sold in Disney's global stores and main parks, making the image of Donald Duck, Spiderman, Cat and Mouse animated and influential for a long time. The benefits. In Japan, about 60 million copies of anime publications a year, including about 2.1 billion comics and booklets. There are more than 430 animation production clubs and countless anime producers in Japan, with more than 80 anime movies and more than 4,000 cartoons. 87% of Japanese people like anime, and 84% have derivatives related to anime characters. "Ocean Hall" and "Akihabara" have become two business cards for the Japanese cultural industry. The former is Japan's largest hand-held R&D, production, and sales company, and the latter has become a tourist attraction for Chinese people to travel to Japan.
The mature development of the US-Japan hand-held industry shows that the animation handwriting is an area with promising business prospects and artistic value. The reason is that the form of the physical sculpture taken by the hand has more powerful media communication than any two-dimensional graphic art form, thus achieving the propaganda effect that other two-dimensional graphic art can't achieve. In the real life, the character image of anime realizes the true reproduction of its image through the hand-made three-dimensional entity form, which greatly extends the length of time in the real world for the animation and game avatar, thus increasing the contact between the character image and the consumer. Time to consolidate the emotional memory of the brain itself. The possession of three-dimensional space like the things in the living world makes the avatar have a strong sense of realism, and it can bring consumers closer to the character image and arouse people's memories, emotions and interactions. In terms of volume, the small scale of 20-30cm can be placed at home in the living room, bedroom, desk, coffee table, and stand. It has great flexibility and can be used as a collectible and decorative artwork to enhance the taste of the space environment. The atmosphere of an active environment.
Second, the status quo of domestic animation and games
The image of the hand-made image comes from movies, television, scenes and characters in the game, which is an extension of their memory in the real life of consumers. All of its images are a three-dimensional representation of these virtual characters. Therefore, the hand-made consumer market is first cultivated through film and television plots, anime characters, and game entertainment. They form a stable consumer group in these former cultural industry chains, have a stable preference for various character images, and then slow. Slowly put your own love, memories, and emotions into the daily life of these characters, and purchase their peripheral derivatives (especially in the form of sculptures) to maintain that preference, memory and in the real work life. Moving.
In China, the film, animation, and game industries have been booming. Since "Hero" opened the market for commercial films in 2002, the box office receipts of domestic films exceeded 13.1 billion yuan in 2011 and reached 41.1 billion yuan in 2015. In terms of age distribution, the audience is mainly distributed between 20 and 39 years old, with 31.3% of the population aged 25-29, 26.8% of the population aged 30-34, and 13.9% of the age of 35-39. People with strong ability to pay have accounted for the vast majority of the audience.
In the animated film market, there were 26 national screenings in 2014, with a total box office of 1.1 billion yuan. The total box office of "Bears of the Bears" is more than 200 million yuan. In 2015, the total domestic box office reached 4.46 billion yuan, and "The Return of the Great Stories" won a box office record of 950 million. In 2016, Disney's "Crazy Animal City" set a record of the highest box office of 1.53 billion animated films in China. The astounding appeal of the animated film market presupposes a broad outlet for its downstream peripheral derivatives.
In the field of games, the total value of the national game industry in 2009 exceeded 70 billion yuan, and operating income was above 24 billion yuan. In 2014, the total output value of the industry exceeded 100 billion yuan. The formation of IP (Intellectual Property) as the core of the pan-entertainment, leading the development of the entire cultural and creative industries. Office workers with spending power have long replaced college students as the main group in the game industry, supporting the development of the industry.
Third, the status quo and future of domestically-run development
As mentioned above, today's domestic movie, animation, and game markets have gained a considerable degree of growth, and the momentum continues to grow. However, in terms of domestic hand-made production and market, it is far from reaching the height it should reach, and it has not obtained its position to match the movie and animation game market.
The domestic hand-made office is missing in this pan-entertainment industry chain, and it does not follow the industry chain like the Japanese hand. Its developers are inadequate in both quantity and quality. In terms of quality, 3D model production involves the long-term training of space and depth, and it is capable of cultivating a strong styling ability. At the same time, it also involves the cooperation of human/animal anatomy, clothing and other related courses. There are many institutions in China that have established animation departments and sculpture departments, but these departments have not trained specialized hand-made talents. The animation department does not have such a strong faculty and enough class time to carry out the teaching of the hands-on course. Their hand-based courses are more about providing basic introductory training for sculptures, with some basic three-dimensional modeling capabilities to enable students to compete. Learn and experience sculpture production and cultivate an interest and hobby. Although the sculpture department has enough styling ability, the teaching is to develop on the shelf sculpture and public art. Or take the traditional realistic route, explore your inner questioning and physical space, or pursue dialogue with materials and the use of new media. It is only the students of the individual sculpture department who study and produce it out of interest. And in the production of materials, because there is no professional curriculum, stone powder clay and SSF hand soil, Cast resin, 8012 resin, these hand-made production, remanufacturing and materials can not enter the classroom, making the professionalism of the production very large Restrictions are still subject to the traditional sculpture department's teaching thinking and production mode. In terms of quantity, the more successful hand-held teams in China have the model studio, the spider workshop, the rust stone, the northern church, etc. Although they have achieved certain commercial and academic success, in the broad market background of China, Under the backdrop of a large number of animation, film and television, and game companies, it lacks the injection of commercial capital and the support of enterprise platforms. It has not formed a broad reputation in the industry and has mature commercial sales channels. They are basically still in the individual struggle of the squadrons, and they do not have the brand value and cultural influence for the time being. The development and production capabilities of the hands are seriously insufficient.
These teams of enthusiasts and some professional sculptors are the main force in today's domestic production. They need more technical personnel and the entry of market capital to strengthen their own strength and the strength of China. On the one hand, the intervention of commercial capital can give the hand-made producers the feedback of labor, and encourage more fans and powerful personnel to join and strengthen this group; on the other hand, the market orientation can propose and standardize industry standards and clarify the industry. Development goals, bringing new technologies to promote the development of the industry, and expanding the channels and channels for hand sales. There are some domestic market, and consumer groups are also there. It should be said that the prospects of the hand-held industry are very broad and have a lot to do. At this stage, it is only in its infancy. Although there are pains of growth, the opponents do business. More is the opportunity and the future!
