China's animation industry is rising rapidly, and IP has become the core of the industrial chain

With the expansion of the scope of the animation industry, the animation industry has not only achieved significant growth in the scale of the animation broadcast market, but also brought huge development opportunities to the entire industry chain due to the expansion of derivative products. As the core of the animation industry chain, IP (intellectual property) has achieved a pivotal position in many links such as comic production, animation production, animation films, animation games and derivatives.

According to 2020 data, the scale of China's animation broadcasting market has reached 20.5 billion yuan, and the improvement of the quality of Guochuang animation and domestic animation has not only driven more advertising and subscription revenue on the broadcast side, but also promoted many derivative industries such as content adaptation and physical derivation in the downstream of the industrial chain.

In terms of value distribution, there are multiple models between cartoonists and comic platforms, including the buyout model and the subsequent revenue sharing model. The IP licensing of games, movies, and derivatives also adopts different models, from the buyout model to the sharing model, which can be flexibly used to meet different market needs.

Of particular interest is the Chinese figure market, which is a steadily growing niche market with a market size of 3.66 billion yuan in 2020. With the rise of Guochao figures, the potential user group of figures has been expanding, and the hot market of trendy toys has also injected a strong impetus into the design and production of figures. It is expected that China's figure market will maintain steady growth in the next few years, and the market size is expected to exceed 9 billion yuan in 2023, reaching 9.12 billion yuan.

Looking back from 2004 to 2008, China supported the development of the domestic animation industry through a series of policy measures, such as import restrictions, tax incentives, and encouragement of originality. These policies have triggered the rapid growth of the output of animation film and television works in China in a short period of time. From 4 works and 195 minutes in 1993 to 100,000 minutes at the end of 2007, the scale of the industry has been significantly improved.

On the whole, China's animation industry is ushering in a golden period of vigorous development, and the hot pot family IP, as the core driving force, will continue to lead the continuous innovation and growth of the industrial chain.