Six major directions to help creators "shake off poverty and become rich", the spring for animation creators has come?

in the past two years, animation content has also been caught on two express trains paid by users and subsidized by the platform.

looking at the outbreak of China's content industry in terms of the scale of paying users, online video should be the earliest mature paid market. Since then, the rise of information content platforms such as Wechat official account and Jinri Toutiao has led to the commercialization of information and text creators who are more difficult to realize than videos. In the past two years, animation content has also caught two express trains paid by users and subsidized by the platform.

against this background, Tencent shouted Tencent Animation and Comic's platform strategy at the "Animation creators Conference" held in Hangzhou at the beginning of December, in two words: get rid of poverty and become rich.

"get rid of, poor, to, rich-too direct, too explicit." In the entrance to the Tencent Animation and Comic creators' conference, I heard heated discussions from animation creators; Bai Yue, the protagonist of Tencent Animation and Comic's masterpiece "Fox Spirit Matchmaker," wore a dress with the words "get rid of poverty and become rich", reflecting the aspirations of the comic book creators.

from the theme of the first Tencent Animation and Comic industry conference in 2015, "two-dimensional economy", to 2016, it focused on "creating high energy". This year, Tencent Animation and Comic upgraded the animation industry conference to "creators' conference" with the theme of "getting rid of poverty and becoming rich". More clearly its value direction as a platform to content producers.

getting rid of poverty is not just a plan for the future. in fact, it has been "effective" in Tencent Animation and Comic's platform operation over the past few years.

according to the official data released by Tencent Animation and Comic, the number of monthly active users of Tencent Animation and Comic's platform has reached 120 million, signed up to 888 cartoons and produced 27 animations. Zou Zhengyu, general manager of Tencent Interactive Entertainment Animation Business Department, announced at the scene that on the basis of the above-mentioned user size, only in the past year, Tencent Animation and Comic distributed more than 140 million achievements to creators, of which 80 million came from paid reading.

"this growth has reached 160%, far exceeding the growth when music and video charges began." Zou Zhengyu said at the conference. At the same time, he gave a reasonable explanation for this strategy.

whether it is animation creators or institutional CP, for them, how to survive, have a stable income, and move towards a virtuous economic cycle is still the main contradiction of this group at present.

at the scene of the conference, a number of heads of animation companies told titanium media that as institutions and content CP, they would prefer the platform on which they rely to "increase their share", not to mention independent animation creators.

the huge scale of creators on Tencent Animation and Comic platform represents the hot market demand, and the growth of willingness to pay also ensures the creators' expectation of income.

so what is Tencent going to do in the future to "shake off poverty and become rich"?

Tencent Animation and Comic has pointed out six major directions, that is to say, in the future, he will add value to the animation IP from six aspects: intensive cultivation of high-quality products, development of strip and comic business, development of payment system, pan-entertainment development, building Tencent animation industry leadership, and investment support, so as to help animation content creators get reasonable and sufficient returns.

in addition, Zou Zhengyu's path of supporting the creators of the platform in his speech is reflected in the control of the source of the content, the optimization of the realization channels and the support policies for the creators.

first of all, and first of all, Tencent insists on high-quality and diversified content as always. In IP development, it will gradually transition from paying attention to the single dimension of "popularity" to active layout and multi-dimensional evaluation of works. "when Tencent Animation and Comic plans his work in the future, he will not only look at the data of the work itself, but also consider more about market segments and the needs of different pan-entertainment for different IP." Zou Zhengyu said at the scene of the meeting.

for example, in the past, works such as Fox Spirit Matchmaker, under one person, and Blood Sky, which had accumulated a large number of fans at the online article and comic book stage, were more likely to be adapted into animation, film and television; now, special works such as "Little Green and Little Blue" and "Evil Puppet" will also get equal revenue opportunities.

the second means is through the cash channel and the upgrading of copyright business.

in order to ensure that creators continue to produce high-quality content, front-end fee exploration is essential. For example, on August 3 this year, Tencent Animation and Comic officially connected to the "wait for free" mode, making an innovation on the payment model commonly used in the traditional comic book industry.

Tencent Animation and Comic copyright Operations Director he Ziyi introduced Tencent Animation and Comic's situation in pan-entertainment copyright development in 2017:

completed the adaptation of 10 animation IP games, including the ongoing development of "Fox Spirit Matchmaker" and "under one person". In China, 10 animations have been released, covering 12 video platforms, and 17 animations and 19 comics have been distributed overseas, covering many countries and regions. Film and television authorized 18, peripheral authorized enterprises 14 63 sets.

this means that for animation creators, in addition to the income of cartoon works themselves, Tencent has also connected content creators into the value chain in IP development ecology, including animation, games, film and television, derivatives, and so on, which can bring rich copyright profits and shares for authors.

the third and most important thing is to support creators both in terms of resources and funds.

Zou Zhengyu said that Tencent Animation and Comic will end the embarrassing situation of fighting alone in the past. At present, Tencent Animation and Comic's content has been connected to the animation channels of Tencent News, Mobile QQ, QQ Book, and QQ Browser, as well as Wechat search Direct and Mini Program. In the future, it will also be extended to Tencent Video and so on, which can help Tencent Animation and Comic harvest users on different platforms.

Zou Zhengyu, general manager of Tencent Interactive Entertainment Animation Business Department, told titanium media that after the channel is opened, Tencent Animation and Comic's traffic will increase by an order of magnitude. The ability to obtain traffic also directly determines the income scale of the creator group.

in terms of investment, Zou Zhengyu said that Tencent had invested in 10 animation teams in the first half of 2017. On the other hand, the platform has four major selection criteria for investment objectives. that is, good works (high-quality creative ability and team talents), achievements (unique achievements in distinctive subject areas), planning (able to think about long-term business ideas) and stability (maintain long-term good cooperative relations with Tencent Animation and Comic).

it is understood that Tencent Animation and Comic has so far invested in more than 10 studios, including Animation Hall, Apprentice Culture, Cross Star, musicians, Wumantian, Cong Xiao, and Tieli Society.

as Tencent Animation and Comic extends his power to upstream content creators, investment mergers and acquisitions may become more frequent in the future. Resources and capital will become market boosters, and with the support of the platform, the opportunities of Chinese animation creators will outweigh the challenges.

Edit: yvonne