From December 8th to 10th, the 2023 China Animation Conference was held in Mudanjiang City, Heilongjiang Province.
At the grand ceremony of the series of activities of the conference, "Tribute to 40 Years of TV Animation", the classic IP "Pig Man" of Guangdong Yongsheng Animation Co., Ltd. *** hereinafter referred to as "Yongsheng Animation") won the Tribute to 40 Years of TV Animation TV Animation Image Award for its hot-blooded, righteous and brave little hero image.
It is understood that not long ago, "Pig Man Movie: Ocean Diary" just won the 11th Guangdong Lu Xun Literary and Art Award, and 14 animation works have been recommended by the State Administration of Radio, Film and Television as excellent domestic cartoons in the past 20 years.
Eighteen years of explosion, was it in your childhood?
In the past 40 years of Chinese TV animation, as one of the birthplaces of Chinese animation, Guangzhou has witnessed the development of Chinese animation from a toddler to a hundred flowers, cultivated a number of influential digital creative head enterprises and boutique IPs at home and abroad, and emerged popular animation IPs including Pig Man and Pleasant Goat, which have always been at the forefront of the industry.
As a local original IP, since its launch in 2005, Pigman IP has launched a total of 18 series of feature-length works, 6 side works and 8 big movies, with a total of more than 20,000 minutes of animation content. Among them, Pig Man is the country's first original 3D feature-length TV animation, and it is also the first Guangdong original animation to land on ** TV station.
Everyone has a pig man in their childhood, with Chinese red and tiger head hat as unique symbols, and the character image of this grassroots hero is deeply rooted in the hearts of the people.
The reporter learned that the Pigman creative team will upgrade the character image of Pigman in line with the aesthetic needs of different eras, so that the image is more in line with the role positioning and story development. At the same time, through the launch of a series of high-quality stories with different themes and genres such as sports competition, ocean, kung fu, etc., we maintain continuous innovation and establish unique IP value. In 2021, Yongsheng Animation launched a new series of animations with the theme of "Chinese Kung Fu", "Pig Man: Super Star Five Spirits".
According to Liu Weishu, general manager of Yongsheng Animation and Television Division, "Pig Man: Super Star Five Spirits" integrates the "Chinese Kung Fu" elements in traditional Chinese culture, such as King Kong Leg, Tai Chi, Golden Bell Jar and other Chinese kung fu moves, integrates the chivalrous spirit advocated by Chinese kung fu and the "chivalrous" spirit of Pig Man, creating a new IP image of Kung Fu Pig, fully demonstrating the essence of traditional Chinese culture, and cultivating the spiritual quality of young audiences who are self-reliant, chivalrous and full of justice.
In response to different age audiences and market demand, Yongsheng Animation has also launched the "Pig Man Puzzle Classroom" enlightenment science animation for children aged 1-4, which will popularize the knowledge of language, logical thinking, and art in the form of animation, and educate in fun, which is also widely popular and praised.
Yongsheng Animation adheres to long-termism in content creation, continues to innovate, continuously expands content extension through rich and diverse themes, and creates a series of differentiated content products such as TV, movies, short stories, and audio stories to penetrate different media, so as to achieve global coverage of content and enhance the vitality of IP. In the future, Yongsheng Animation will continue to optimize the IP content matrix, innovate the story concept, improve the level of animation production, and create more animation products. Yan Bing, vice president of Yongsheng Animation, talked about it in the theme sharing.
With the improvement of IP influence, Pigman IP has not only achieved success in the content market, but also performed equally well in the industry - keeping up with the trend of the times, expanding a new trendy toy track, and launching a variety of trendy toy products. Pigman's classic emoji pack, the same building block blind box, the same derivative PU decompression, Q bomb Pigman and Pigman mini flying fish series blind bags exploded when they were listed, detonating the trendy toy market and realizing the two-way empowerment of IP content and the industry.
The Cantonese "animation group" went overseas in a group, and the differentiated strategy deeply cultivated the local market.
In recent years, with the prosperity of the domestic animation market, the competition has become increasingly fierce, animation companies have been continuously improving in terms of content and production, and finding overseas incremental markets has become the only way for animation companies to commercialize.
From December 6th to 8th, the 24th Asian Television Forum and Market (ATF) was held in Singapore. After four years, Yongsheng Animation once again participated in the Singapore ATF offline exhibition with new projects covering multiple ages and themes, such as "Meow Warrior", "Void Border", "Toy Us" and "Star Journey", to further expand the global market.
According to reports, "Meow Warrior" is an exciting mecha adventure animation that tells the story of a cute cat hero who saves humanity;"Void Border" is the first sci-fi hot-blooded web animation launched by Yongsheng Animation for Generation Z users;"Fight United" is a 2D comedy show full of humor and warmth;The new film, "Star Journey", co-created with a foreign studio, tells the story of a group of cats who are mistaken for humans, who form a band to live on Earth, and find themselves and their true mission in the process of getting along with humans.
In the face of the differentiated needs of different regional markets around the world, more targeted content products can enhance market competitiveness. According to reports, with the deepening of cultural exchanges and economic and trade cooperation between China and the Middle East, Yongsheng Animation has also set more eyes on the Middle East market. At the just-concluded Dubai International Content Market (DICM), a number of new projects such as "Variety School Bus" and "Void Border" under Yongsheng Animation were exhibited for the first time.
In the future, we will further expand the Middle East market, combine market trends and local culture, and use local resources to localize content productsAt the same time, with Yongsheng Animation's own high-quality production services and open service ecology, it has established alliances with partners in the Middle East and even around the world to form a multi-level content and market model to achieve a win-win situation. Gu Yanmei, vice president of Yongsheng Animation, said.
It is understood that Yongsheng Animation has started its overseas business since 2008, and the company has been rated as a key national cultural export enterprise, actively promoting the broadcast of China's original animation products in the global market, and using Guoman to tell Chinese stories to the world.
Southern + reporter Wu Yulun.
Author] Wu Yulun.
*] Southern Press Media Group Nanfang + client.