Industry Thought: toy manufacturers will ruin the future of the animation indust
March 11, "the first Chinese animation sector," Austrian flying animation issued a statement saying the company decided to use its own funds invested 90 million yuan, the Guangdong Jia Jia cartoon buy 60% stake in Television Limited. Jia Jia cartoon company has a "cartoon TV Jia Jia," the right to operate three years, hoping to build Olympic flight animation content, media, industry operation combined with three new business model, and new media. After the acquisition, Austrian will fly animation cartoon holding company operating Jia Jia. The second shareholder Guangdong Southern Star television show, Ltd. of Guangdong TV Taiwan, a wholly owned subsidiary, holds 40% of the shares.
Austrian flying animation to explain their acquisition of such a motive: the content is original and industrial operations set in one of the animation company, animation content is the main distribution channel for television channels in the media, the company has animated cartoon TV broadcast in the Ka and made good good results, this investment holding business, it can improve the company's revenue structure, accelerate the company's transformation to enhance the company's industrial competitive edge, can also get valuable media channel scarce domestic resources for the future and create favorable conditions for the company cartoon issue.
Recent years, with Toy Business in exports, fought in the domestic market, toys and more intense marriage of animation. Global Financial Crisis, the toy company with Television Animation Cooperation Explore the new profit model, and vigorously expand the market, build brand, and then seek to achieve the transformation and upgrading. According to customs statistics, China's exports in 2009 Toys 7.78 billion U.S. dollars, compared with 2008, down 10%. With the number of export-oriented enterprises have encountered difficulties in toys, after pressure have turned to the domestic market, coupled with increased domestic animated film, animation, toys derivatives market has become the focus of attention in 2009. 2009 produced a lot of toy products are rich in animation, film elements, video animation program with a combination of toys, a trend. The combination of cartoon and toy closer and closer, many toy companies compete cartoon car ride, or self-driven product development anime Sell Or Proxy Famous cartoon brand licensing related derivatives, such as: Audi's "Warrior armor" and "Dragon War four-wheel drive," Smart's "explosive pill Kid" stars Jason's "War and amazing animals " and the "original Star Wars" , Little White Dragon "Star Biao car ", Hanny's "Tornado King Kong", Hua Wei a "magic egg trail," flywheel "drift Youth", a new dynamic music of "iron fist Knight" and so on.
Although the number of such spectacular animation, and toy manufacturers from all sects, but the business model is exactly the same. Are basically dominated play toys, interspersed some drama around the country to send broadcast prime-time television. The animated television not only to spend a penny without purchase, it will give certain of promotion fee. This is television, naturally, happy to be the Advertisement Film scheduled for prime time television. Of course, the toy manufacturers will be strong because of large-scale national promotion, and overflow oligarchies, and compared with the general credit of toys can be strong after taking the first paragraph of trading goods. During the Spring Festival, the National Children's Channel, Cartoon Network prime-time broadcast many of which are of such advertisements, and to story-based original cartoon were not allowed to prime time. As a result, the original need to spend money on purchasing premium content television media industry program rules are broken toy manufacturers to spend money to send broadcast commercials popularity of the unspoken rules. This will not only promote animation program advertisement, artificially blurring the distinction between programming and advertising, but also to become a rich man's game?? Spend money on advertising during prime-time run with the obvious nature of the so-called "cartoon." Since last year, has successfully listed three toy companies, will ring after a lot of money in order to create results, but this "wave after wave"-style tactics after all wheel drive performance is difficult to continue to grow, but will also makes this raise the threshold the more the higher the initiator in the future will probably suffer.
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