The status of the Japanese animation industry in the world

Japan's animation industry has flourished and has become its third largest industry. The domestic animation market in Japan has continued to expand, and the scale has exceeded 200 billion yen. In the international market, Japanese animation is also shining. In 2003, the total revenue of Japanese cartoons and related products sold to the United States in 2003 was $ 4.359 billion. The reason for the success of the Japanese animation industry is many aspects, including the extensive social foundation of animation works, good operation of product development investment models, top -level animation masters, production institutions, and government support. Behind the prosperity, the defects of the Japanese animation industry and the threats from internal and external threats restrict its further development, which mainly include: the empty shelling phenomenon of Japanese domestic animation creation, the quality of the anime works, the success of the animation products The lack of professional talents pushed to the international market, as well as increasingly fierce competition from abroad.
It people say that they have entered the "ACG" era. The so -called "ACG" is the abbreviation of Animation, Comnics (comics), and game (game). Its trinity is made up of a new era of sand table. Japan is the leader of the new era of "ACG". In recent years, when Japan encountered many powerful opponents in the manufacturing industry, and no longer can show its own on the world stage, Japan is committed to using new technologies to create new cultural products, so that it has shifted from a product manufacturing country to a large cultural industry output country. At present, the overall scale of the Japanese animation content industry market, including the animation derivative product market, such as the authorization of the use of animation characters, the toy manufacturing of animated characters, etc., it is estimated that it has reached more than 2 trillion yen. Multiple percentage points, it has become the third largest industry in Japan.
2005 animation market can be divided into three major pieces: film markets, TV shows and video tapes, DVD version of the animation market. In the 1970s, Japanese animation developed rapidly as the concept of cultural industry. The scale of the animation market, including the box office revenue of animated movies, the income of TV animation, sales and rental videotapes, DVD revenue. In 1975, it was 4.6 billion yen. It reached 12 billion yen in 80 years. The scale (see Figure 1). In the 1990s, the market size of Japanese animation basically maintained a rise in the rise, except for some callbacks in 1996 and 1999. The market size in 2001 and 2002 expanded very fast. The total revenue in 2002 reached 213.5 billion yen, which is mainly due to the film "Chiqian Qian Xun". In 2003, the Japanese animation market shrank to 191.2 billion yen because of no impact works, a decrease of 10.4%. By 2004, there were about 81 cartoons released by domestic cinemas in Japan. Due to the success of "Harveil's Mobile Castle", the total revenue of film box office, TV animation and video tapes regained the upward trend.

M of the top 20 films in Japan's 2004 box office revenue, only 7 are domestic films, and 4 of them are animated movies, accounting for more than 57%, and the cartoon "Harveil's mobile. "Castle" "revenue for 20 billion yen to make a box office. In addition, among the top 20 box office revenue produced by Japan in 2004, there are 10 animated films, which also account for 50%. The box office rankings occupy the first, fourth, fifth, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, 6th, and 6th. The 11th, 15th, 16th, 17th, 18th and 20th positions, each film's box office exceeds 1 billion yen. [1]

The Japanese people have continued to heat up with animation movies. Data published by the Ministry of Economy of Economy (Trade and Instry) showed that in 2004, the audience who watched cartoons at the theater reached 20,649,179 people, an increase of nearly 80%over 11,533,110 people in the previous year, accounting for the total number of audiences. 18.7%. Japanese anime fans used approximately 13%of their disposable income on the consumption of animation products.

The broadcast number of Japanese TV cartoons has increased year by year, episode 2454 in 2001, episode 2748 in 2002, episodes of 2850 in 2003. In 2003, 102 episodes were broadcast. [2] Because a large number of cartoons are arranged to watch after the children are watched after school, and the adult animation is basically broadcast after 11 pm, about 60%of the broadcast time of TV cartoons is concentrated in the evening (18:00 - 5: 5: During the period, more than 30%of the cartoons broadcast during the morning period (5:00-12:00), and the ratio of the afternoon (12:00 - 18:00) is less than 10%.

In a survey by the Japan Image Software Association, the revenue of animation video tapes and DVDs in 2004 was 92.59 billion yen. Among them, local animation accounts for 28%, imported animations account for 22%; adult animation accounts for 82.1%, and children's animation accounts for 17.9%. Japanese local animations and adult animation occupy most of the share of video tapes and DVD markets.
The first animation production company in Japan and the president of Dongying Animation said as early as 1956: "Unlike Japanese movies that lack international attraction, we hope to grasp through the" animation 'and' paintings' of animation The hearts of the audience entered the overseas market. "Sure enough, his wish was realized.新加坡学者Wai-ming Ng 指出：“日本动漫真正实现了全球化，它将日本的流行文化输出海外。只有它能够与具有霸权地位的美国的动漫产业相抗衡，向人们展示流行文化的全球化并It does not just mean the United States. Even in the United States and Europe, there are huge cultural and language barriers, young people are also enthusiastic about Japanese anime. "At present, about 60%of the animation products watching the world are produced in Japan. Japan occupied 80%of Europe. The term "Anime" is common globally, and animated products are specifically used to define Japanese -style. In addition, a new vocabulary "" is also derived in English, which also refers to Japanese anime.

In the 1970s, Japanese animation began to enter the international market. Opening the road pioneer is Osamu Tezuka. In the 1960s, his "Iron Arms Ai Tongmu" was broadcast in the US and Asian markets, allowing the world to start knowing Japanese animation. Since then, the movie "Devil Z" is in Europe in Europe The way of doing things; the 1990s "Dragon Ball" and "Pet Elves" impacted the US market, and the exports of Japanese animation rose sharply. "Pet Elf" is the first cartoon in Japan to achieve commercial success overseas. At the end of 1999, the movie version of "Pet Elf" was released in the United States, creating the first box office; the TV version of "Pet Elf" series was played in more than 60 countries in the world, bringing 38 billion to Japan from overseas The yen's income is twice the domestic income of Japan; in addition, the game card worth 1.2 billion yen in "Pet Elf" is all over the world; Return of 1 trillion yen and 2 trillion yen.

Since then, the Japanese animation industry has been in full swing, and it has spimed on the international stage to show briefing. Every year, there are very successful animation films to output overseas. The general law is: when animated products are popular in the Japanese market, they will be obtained from overseas development international markets, but some changes have taken place in the current situation. Some animation products are aimed at the international market at the beginning of development. In the 1990s, most of the TV animations have achieved good results in overseas markets. In 2001, the sensation of "Chirai Chihiro" successfully created the reputation of Japanese movie animation, making more Japanese animation films internationally internationally internationally internationally The market is glory.

It's main animated films released by Japan from 2004 to 2005 are shown in Table 1. Among them, "Harville's Mobile Castle", "No Invisibility", "Steam Boy" and other large -scale production, they After the successful release of Japan, it moved to overseas markets. "Harveil's Mobile Castle" has been released in 50 countries in the world. Most of the exports of Japanese animation products are the United States. The United States is the main overseas market for Japanese animation. Its TV shows are full of Japanese cartoons. For example, in March 2003 alone, 20 cartoons were broadcast on American television stations. Therefore, the Japanese animation company attaches great importance to the US market. Dongying Animation has established its subsidiaries in the United States in March 2004. The total revenue of Japanese cartoons and related products sold to the United States in 2003 was $ 4.359 billion, which was four times that of the total steel revenue from Japan to the United States.
It Japan is in the process of exporting a country from a large country manufacturing to a cultural export country. The animation industry has become the third largest industry in Japan. It is expected that the export of anime products in 2010 will account for 10%of the total exports of Japan.

The cause analysis of the success of the Japanese animation industry

1. Anime works have a wide range of social foundations in Japan

Japanese nationals love comics very much, comics, comics Culture is very developed. According to a survey by the Mitsubishi Institute in Japan, 87 % of people in Japan like comics and 84 % of them have items related to comic characters. Comics in Japan's extraordinary popularity, historical reasons, are closely related to cultural background and social background.

M comic art has a history of more than a thousand years in Japan. After the wood version printing technology has been invented, the picture has become a mass media. Habits, there is evidence that this is the source of anime in today's Japanese society.

The social environment in Japan is also a soil that is easy to survive in animation art. Keizo Inoue, editor of a mainstream comic magazine in Japan, pointed out: "Today's children are drowned and isolated by heavy examination systems, and they rarely have the opportunity to associate with others, so they look for their friends in comic books." It happened to adults. The Japanese advocate the team spirit and emphasize the discipline in the organization and do not encourage individualism. Therefore, they can only realize their dreams of adventure, stimulation and publicity in anime works. Therefore, we see that the heroes in American animation are generally super people, and Japanese anime works are not. Most of the heroes in it are mortals. Mortal people are doing extraordinary things to become heroes. The dreams of ordinary Japanese. In Japanese society with crowded space and cumbersome customs, Japanese who carried huge pressure got a kind of vent and relaxation through anime, the vast and wonderful world of anime works, giving them the best place to avoid reality and enable them Traveling freely in dreams. Therefore, it can be said that animation is a beautiful art that has promoted under the needs of the Japanese to escape the reality.

In the Second World War, cartoons became one of the main forms of Japanese entertainment. Born in the late 1950s and the 1960s, people watched the first generation of TV animation. At present, they are already 30 or 40 years old, and they pass their love for anime to their children. The hobby of anime continues in Japanese society. It is a hobby of nationality, regardless of age and gender. In many countries, cartoons are children's programs. In Japan, audiences of different ages have corresponding anime works with different styles, so the social foundation of animation works is quite extensive.

2. Good product development investment model

The investment alliance system for product development is another key factor for the success of Japanese anime. In Japan, an animated work is often jointly invested by several aspects, including: TV or film companies, advertising companies, toy companies, game software companies, original publishers, etc. Through the joint investment of all parties, on the one hand, the risk of new product development is scattered, and on the other hand, it has broaden the channels for raising funds. The masterpiece of Ghibli Studio, "Thousands of Miles", is a case of the investment alliance system of product development very well. "Chianshiro" is jointly invested by TOKUMA SHOTEN Press, NIPPON TV Network, DENTSU (Japan's largest advertising company), film companies and other institutions. The production costs are nearly 2.5 billion yen. Investors obtain income from the proportion of their respective investment in total investment. Due to risks and revenue sharing, the common goals of various investment institutions have been strengthened, and the active participation of various investment departments has also strengthened the market. In 2001, the box office of "Thousands of Miles" reached 30.4 billion yen, and the investment institutions were rewarded with high performance.

3. With the top international anime master and a large number of animation production talents and institutions

has a group of international top comic masters. One of the main reasons for the wrist and beef. The Japanese animation industry has been prosperous since the 1960s, and the popularity of animation films has quickly surpassed the United States in Japan. The reason is many aspects. Its famous comic artist Osamu TEZUKA is indispensable. This is not only because he founded the first TV animation production room, or his "Tong Tongmu" made the world know Japanese animation, and more importantly, he affected the Japanese attitude towards animation. Tezuka is very popular in Japan. His works are involved in various fields and are spread all over the various people. He believes that the artistic expression of comics can be accepted by various people, so he draws children's books for children, draws a romantic story album for female readers, and painted humorous comics for men's magazines. Tezuka's anime concept was effectively conveyed to his readers, making anime works a form of art appreciation for all ages.

In recent years, the glorious rise of Hayao Miyazaki, Mamoru Oshii, Katsuhiro Otomo, has set off a wave of waves in the international market. A wave of waves. Without them, Japanese anime cannot achieve today's achievements.

It, a large number of outstanding animation directors and work -working animation talents and animation production companies that work hard on the front line are the fundamental guarantee for creating a successful animation industry. At present, there are more than 430 animation production companies in Japan, of which 264, that is, 61.4%is concentrated in Tokyo, and the geographical location of the industrial group is relatively concentrated. However, the specific number of professional talents in the field of Japanese animation and employees of animation companies is not clear. In terms of the cultivation of animation talents, Japan has a special animation school, and some universities such as Tokyo also have an animation major. In 1997, WAO established the first Japanese vocational and technical school training animation talents. In April 2006, it will invest in a graduate college.

4. Government's support

With the rise of the cultural and entertainment industry, Japan has generally recognized the beautiful prospects of the content industry from all walks of life from the government to all sectors of society, which has increased the pair of pairs. Its support. Content Instry was first proposed by the 1995 "Western Seven Kingdoms Information Conferences". In short, it is "new service industry provided by the main production content and the entertainment industry", including movies, television, music, and music, and music, music, music, music, music, music, music, music, music, music, music, music, music, music, music, music, music, music, music, music, music, and music, and music, music, music, music, music, music, and music, and music, music, music, and music, and music, music, music, and music, and music. Broadcasting, publishing and printing industrial departments. This is called "Copyright Instry" in the United States. It is called "Creative Instry" in Europe. The former includes computer software and information processing services, and the latter also includes design and art. The growth of the global content industry in 2006 is expected to reach 6.5%, exceeding the growth of GDP. In 2003, the proportion of the Japanese content industry exports accounted for only 3%, which is far lower than 17%of the United States. It is competitive as it is seen on the surface. As a result, the Japanese government began to promote the content industry. In 2003, the government organized a specialized work organization to conduct digital content work at the PROPERTY Strategy organization, and carefully planned and build the content industry as a strategic department, so that it was competitive in the international market.

I. As an important part of the content industry, the animation industry has received support from the government. Japan has a cultural medal every year, and people who have contributed to Japanese culture are awarded. Many cartoonists and animators receive this award. Japanese anime can be furnished at the National Art Museum and Museum, and sometimes officials even invest in overseas exhibitions. In 1997, the Ministry of Trade and Instry initiated a digital animation research group to study how to promote the animation industry. The central government's measure was responded from local governments. For example, in Tokyo, the birthplace of major animation products, the 21st Tokyo International Animation Festival was held in February 2002. This is the first international trade exhibition of Japanese commercial animation products. 104 anime companies from Japan, France, South Korea, the United States and other countries participated in the exhibition and attracted more than 50,000 visitors. In the past, anime products were considered to lack any market guarantee, so its support funds were difficult to obtain. In 2004, it was launched and established by GONZO, Japanese Digital Contents, Rakuten Securities, and Jet Securities (Jet). In 2005, Japan Digital Contents, FOR SMALL

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