"Anime Casting" Past event 丨 Refers to the North Symposium

To talk about Chengdu's urban impression in the Internet, in addition to the "Rainbow Capital", the other is probably "secondary friendship".

In the folk atmosphere, there is a Comiday fan exhibition born in 2008, the anime community of various universities, and the original "enrollment office conspiracy". From the perspective of industrial development, it once had the reputation of "Fourth City of Mobile Games" and "City of Thousands of Tour". It gathered a batch of two -dimensional game companies and also had an intersection with the highlights of Guoman. "100,000 cold jokes", Coco's "The Demon Children of Nezha" ...

From the perspective of urban genes alone, it is not surprising to start a second -dimensional culture in Chengdu or invest in a second -dimensional company.

However, taking out billions of costs to build an anime cultural and creative industrial base for entity, it is another matter.

On August 16, the major media in Sichuan released the news that Sichuan Provincial Tourism Investment Group will jointly build the "Tianfu International Animation City" with Xinfei Group of Chengdu's local enterprises. According to the description of the draft, the project is located in the North Third Ring Road, about 8 kilometers away from the straight line from Tianfu Plaza in the city center. The construction land area is 56922 square meters, close to 8 standard football field size. At the signing ceremony in 2019, the project claims to invest 5 billion yuan. It is planned to be fully put into operation by 2024. At that time, the "Tianfu International Animation City" will be the landmark building of Chengdu.

It is worth mentioning that at this press conference, the parent company Century Huatong, the parent company of Shengqu Game, also announced that it will also establish a western regional headquarters in Chenghua District. Century Huatong President Xie Fei gave a 10 -minute speech on the theme of Web3.0 at the press conference, claiming that the Western Center will cover "digital cultural and creative, Internet games, Yuan universe, digital copyright protection, digital medical care", Century Hua "Century Hua", Century China Tong will become "a glorious member of the New Western team".

Regardless of the total investment amount or from the expected scale, Tianfu Animation City and the Western Headquarters of Century Huatong can be regarded as the "phenomenon -level project" in recent years. Especially in the environment of weak economic situation in the post -epidemic era, people generally look forward to a state of "adversity" in a certain industry, and then use this "adversity industry" as the foundation to rebuild confidence in the future.

Therefore, many people regard Tianfu International Animation City, which was born at this time, as the signal of "Cultural and Creative" betting in Chengdu -at the beginning of this year, "Anime Games" as one of the eight industries of development. "Chengdu" Fourteen Five -Year Plan "World Cultural and Creative City Construction Plan".

However, when you are used to "small steps fast, fast trial and error", whether the "industrial city" model with a sense of asset -has been full of assets can fulfill Chengdu's new economy overtaking as steadily, it is necessary to get a question mark. After all, there have been too many lessons for the Anime Industrial Park, which makes it difficult to tell its business story.

Anime cities, animation bases, and animation industrial parks scattered in provinces, cities and counties across the country, were born in the early 21st century that the policy was stimulated in the animation industry.

In 2003, the animation industry was listed as a key cultural industry supported by the State Administration of Radio, Film and Television, and a series of support policies were successively introduced from the central government to the local area. Among them, "the necessary facilities for the development of industrial development" have become one of the main presentation methods for supporting policies. For example, the State Administration of Radio, Film and Television leads the establishment of a national animation industry base and a national animation teaching research base in batches. Factory, Sanchen Cartoon, and the "Hangzhou High -tech Zone Animation Industrial Park"; research bases include Communication University of China, Beijing Film Academy and other universities.

Radio and television did not intend to sing unicorn. The Ministry of Culture has also approved the establishment of the national animation game industry revitalization base at East China Normal University, Dalian High -tech Park, and Tianfu Software Park in Chengdu High -tech Zone.

In such an atmosphere, whether it is a large agricultural province, energy cities, or a developed region of manufacturing, governments from all local governments have reported unprecedented goodwill to lead the establishment of animation industrial parks to regard the animation industry (especially the animation industry) as the animation industry as a Standard Chaoyang Industry. At that time, the mainstream emotions of public opinion were: in the macro environment of economic transformation and industrial upgrading, the anime seemed to be a new path in front of them, which can cross regional resources and establish a new industrial structure.

Specifically to enterprises that settle in the animation industrial park, the olive branches thrown by local governments include, but not limited to various types of tax reduction and exemption, rent discounts, broadcast rewards, and loan supplementary interest rates.

Taking the Hangzhou High -tech Zone Animation Industrial Park as an example, starting from 2005, 20 million yuan of special support funds will be arranged each year, "the construction of the animation industry public service (technology) platform, the original animation works, and the financial support of the development of animation enterprises." Two -dimensional cartoons broadcast on CCTV are rewarded for 1,000 yuan per minute; the first year's rents are free for the first year.

However, during this period, due to the high capital heat, the lack of standards for the division of the animation industrial park in the local area, how many animation industrial parks have emerged in the country, and no one can give an accurate number.

And even the approval process of the national animation industry base, because of excessive excitement, becomes a bit overly complicated: due to the "parallel planning" of the Ministry of Culture, the General Administration of Radio, Film and Television, the General Administration of Press and Publication, and the Ministry of Science and Technology, there are often many industrial parks. The second listing, or the situation of multiple national bases in one province.

This multi -management situation did not officially end until September 2009. According to the "Three Ding" regulations, the Ministry of Culture is responsible for the planning of animation and online games related industrial planning, industrial bases, project construction, exhibition transactions and market supervision. According to the statistics of relevant papers, as of the end of 2009, the number of animation industry bases across the country exceeded 100. Of course, from the perspective of the data results, the effectiveness of the listing, construction and subsidies of large strides is excellent. The output value of the animation industry was less than 10 billion yuan at the end of the "Fifth Five -Year Plan" period (2005), reaching 47.084 billion yuan in 2010, with an average annual growth rate of more than 30% -although the rapid expansion of data is often considered to be unfavorable to the rational development of the industry. But objectively speaking, before the industrial bubble ruptured, the regional development pattern with the main body of the animation industrial park was initially formed.

(Picture source: "Research on the Development of China's Animation Industry Cluster")

The "2008 China Animation Industry Development Report" pointed out that my country's animation industry shows the industrial structure dominated by six regions, which are characterized by production and production. The central development zone characterized by the "Anime Hunan Army"; the Northeast Industrial Zone characterized by outsourcing; the Pearl River Delta characterized by the production and production of derivative products; the Southwest Development Zone characterized by games and wireless entertainment.

Through the reference and trial and error, people also have a "three -board ax" routine template for the functional division of the animation industrial park -with the "industry -university -research" of the animation industry as the core, covering the company's office, talent training, technical research, and industrial services; The theme parks, commercial streets, and industry exhibitions created by themes of anime; radiating to the surrounding living circle, and developing hotels, tourism, and real estate projects.

For example, today, the overall planning of Tianfu International Animation City also involves division of labor: industry, commerce, and tourism.

(Picture source press conference information)

When I tried to tell the next story of the animation industrial park in accordance with the "starting and transition", I found that many things were gone and then.

In the narrative line of "Industrial Park Planning -Signing Investment Merchants -Operation Situation -Report Report", the project official announced that it has always been the largest news. It is expected to invest XX 100 million, covering an area of ​​xx 10,000 square meters, and an annual output value XX 100 million yuan. The manuscript was loud.

However, the subsequent company signing and operation was not so smooth. Following Hunan Sanchen Cartoon put the three -dimensional animation company to Hangzhou. In March 2006, the production company of the animation "Detective Weiwei Cat" Evitic Culture, chose to leave his hometown Guangzhou and migrate to Shenzhen where the policy given better. The successive departure of animation companies at that time was regarded as a contest for the entry of enterprises in industrial parks in various places.

The monks are more fleshy, and the sides confirm the scarcity of well -known animation companies. Different from the industrial parks in other fields, when it is publicized, it is mentioned that "there is a well -known company in the XX family settled in". For the animation industrial parks in various places, the industry's head companies are not only the golden signboard of the industrial chain enterprise, but also the also. Report the confidence when signing the contract. The wealthy animation industrial park usually enumerates a long string name when introducing the company, and then picks up and so on.

This may be affected by the characteristics of high costs, long cycles, and slow transformation of the animation industry. Small and medium -sized enterprises are often difficult to make the results of allowing subsidies in a short period of time. For long -term operating plans for several years, the effect of industrial cluster can be gradually exerted.

Regardless of whether the operator has patience and funds, the burden of affordable later operation and maintenance costs, for the economic individual of "industrial park", the "commercial investment" color, "long -term planning for the target group with a low return ratio" is undoubtedly undoubtedly Violation of instinct.

To some extent, this is also the reason why Animation Industry City often pulls the game industry, and more remembered by people in the attitude of "animation game industry city" -the existence of a certain intersection in the needs of talents and sufficient reasons for their faces. "In the case, the continuous hematopoietic ability of the game is too considerable.

On the other hand, the industrial park that has been led by policies is very critical during the investment promotion process, which also means that the project has a high dependence on the policy environment. No small possibilities.

In the last ring, the results of the animation industrial park are also lacking. "Caixin Weekly" once pointed out in a 2012 report, "When the animation industry that lacks talents and funds and lacks funds and strongly supports the government, the result is the failure of the market self -regulation mechanism, the waste of public resources, excellent ones, excellent ones Anime products have not obtained a fair market environment. "

A typical example is that the cartoons broadcast on TV have undergone changes in "buying film broadcast -free broadcast -charging", and even a lot of playbacks after 24 o'clock to earn animations for playing subsidies. The "Lei Feng's Story" and "Lei of the Heroes of Qi Jiguang", which were nailed to "cheat" label, all appeared in this period.

By June 2012, Liu Yuzhu, then director of the Cultural Industry Department of the Ministry of Culture, called on the local government to support the support of the animation industry. "Because the development of the animation industry is relatively high in talent, technology, and capital, not all places can use the animation industry as a pillar industry. Local governments should bid farewell to the establishment of short -term development models such as industrial parks and development forums."

The development of talents and technology constraints Animation Industrial Park, capital plays the last straw. The investment amount of billions of dollars is not small for local finance and investment companies. The Capital of Chinese Animation (Luoyang) Industrial Park is a cultural industrial project that is supported by Henan Province in 2012. Investors are the World Investment Group from Shenzhen Yuandao. According to the plan, the project covers an area of ​​about 2,000 acres, with a construction area of ​​1.31 million square meters, with a total investment of 6 billion yuan, which is divided into two phases.

However, during the visit of the China Business Daily in May 2015, the project had been suspended for half a year. The reason was large because of the problem of the capital chain of the world. At the same time, the report also pointed out that although the world claims to build a Chinese animation creation base and an incubation base, in fact, "the operation of the animation industrial park is still the first to build and sells 8 residential buildings. ","

In Zibo, Shandong, the Hailian International Animation Industrial Park was exposed in 2019, and the planned animation creation center, animation science and technology museum, VR experience hall, etc. were replaced by barbecue stalls, wedding agencies, bars, and weight loss centers.

After investigation by the supervision team, it was learned that the original planned investment of the industrial park was only 31 million yuan, and the project investment failed. Due to "long creative cycle and market, epidemic, etc., the project advancement is slow and problems with the capital chain, so it has blindly introduced low -grade barbecue, floor stall catering and other formats to protect themselves."

Of course, the animation industrial park is not all bad news. A few days after the leaders of Zibo City entered the Animation Industrial Park, the Tianjin Sino -Singapore Ecological City National Animation Industrial Park, 300 kilometers north. Hao Dao animation has exceeded 100 million in the first quarter of "Dali Temple Log" and appeared in CCTV News. , Phenomenon -level works are applauded. "

However, I don't know which story is the normal state in the National Animation Industrial Park.

Back to the topic of "Chengdu", for this ambitious city that is eager to enter the front line through the new economy, it is not new to customize a package of supporting policies for enterprises in the new economy. Basic support settings are even more conventional.

For example, as early as 2004, Li Xiaohan, Dean of the International Animation College of Xihua University, revealed in an interview that the school will invest 10 million to build a "Chengdu Animation Base with Industry, Studies and Research", The "Anime Country" of the acre -this news came from "Chengdu Daily". At that time, the Chengdu Daily conducted a special report on this project for two consecutive days. "What are the advantages of Chengdu to build anime capital?"

In 2007, an enterprise named "Sichuan Hehuang Film and Television Animation Co., Ltd." announced that it will build an animation incubation base in the industrial concentrated development zone of Longtan City, Chengdu, and it seems to be supported by the relevant departments -the official website of the Sichuan Provincial People's Government's official website The official announcement of the official announcement was released. At the time, the deputy director of the Longtan Industrial Zone Management Committee and Comrade Lai Guilin attended the press conference and delivered a speech. After a few months, the project appeared in the "Longtan Headquarters Headquarters" in the "West China Metropolis Daily". Urban Science and Technology Innovation 2+3 Mode ".

And as early as 2010, Chengdu's "Animation Industrial Park" rose to 10 billion yuan. At that time, the protagonist was called Chengdu Hengyu Anime Science and Technology Park. It covers an area of ​​about 300,000 square meters and invested 1 billion yuan. The goal is to become a professional exchange platform with "first -class domestic, the first in the west" and an annual output value of 10 billion yuan -as a proof of target feasibility, Hengyu Anime Technology Technology In September of that year, Garden signed a cooperation agreement with ATLUS, the "Goddess" series of production companies, and ATLUS's company Rossoindex, announcing that "the prelude to the global investment promotion" was announced.

In the same year, Shuangliu County held an anime -based cultural and creative industrial functional zone promotion meeting. A total of 32 projects signed 32 projects, with a signing amount of 10.6 billion yuan, including the largest animation game theme park project of 10.5 square kilometers -then at that time -then The momentum of the first -class animation game base in Chengdu was flourishing, and the dual -flow large has the meaning of the Chengdu animation industry highland. At that time, the Western Chengdu Animation Game Culture Festival was also hosted. The platform lineup was quite luxurious.

In addition, Chengdu also has a lot of national animation industrial parks, and the time node can also be traced back to 2005.

However, from the results, Chengdu does not seem to be free. Almost every ambitious plan can quickly find an ending ending through the search engine:

The 10 million of Xihua University smashed the water. In 2010, they launched the animated film "The Biography of Zhong Rong" and shouted the slogan "Chengdu Animation 'Leading Domestic Animation Leading out of' Kindergarten '". But by 2017, the producer of "Zhong Rong Wai Biography" has become based on Tianjin Kerry Animation Technology Co., Ltd., Guangxi Film Group, Sichuan Zhiyu Bird Computer Art Company, Sichuan Institute of Culture and Art, and Li Xiaohan, who officially announced the "construction base" The teacher, the title has also become the dean of the School of International Animation Art of Xihua University.

According to Cat's Eye data, the final box office of "Zhong Yan Wai Biography" is 421,000 yuan. Hehuangmong Rong Incubation Base is currently a part of Tianfu College of Southwest University of Finance and Economics. Tianfu College of Southwest University of Finance and Economics has also become a major shareholder of all Fang Sichuan Hehuang Investment Management Co., Ltd., which has more than 73%.

Sichuan Hehuang Yingshi Animation Co., Ltd. was canceled in early 2022. The only related work that can be found in Baidu Encyclopedia is called "Forest House", which is a short educational video of about 7 minutes each. The production time was May 2009, two years after the official announcement of the anime incubation base project of the Longtan Temple City Industrial Concentration Development Zone.

Hengyu Animation Science and Technology Park showed signs of "bad tail" at the end of 2014. It was once resumed and delivered in 2016 by the local government. The bankruptcy liquidation of the responsible company in 2020 has become a pledge asset.

When we are in the timeline of the Neils Anime Industrial Park, it is easy to get a very pessimistic observation. However, it is not difficult to find that "pessimism" has become very unsatisfactory. The high -rise buildings are flat. The important thing is not Wanzhang, but the requirements for soil, foundation, and building methods.

—— Why is it built by them? Why do companies choose these places? What are the characteristics of these companies? The government expects companies to show practitioners who use the characteristics to gather the industrial chain?

——How did the company and the government judge by practitioners? Who is the ideal practitioner in their hearts?

——What role do they play with Chengdu in their magnificent plans? What are the "environmental traits" that cannot be copied in Chengdu? If we remove the label of "Chengdu" and replace it with "Xi'an", "Wuhan" and "Nanjing", will there be different results?

——In a way to ask, what kind of enterprise is suitable for creating a special thing like "industrial parks"? What kind of enterprise can grow through "settling in the industrial park"? What can "Industrial Park" bring? Talent, technology, capital? Whether they need to solve the problem of the difficulties of the industry, such as the power and bargaining ability that the creators have not been able to pick up, or the comics have been ignored in the animation industry chain for a long time ...

In the past two decades, Chengdu has come and left again in the name of "Anime Industrial Park". On the same day, as a provincial key construction project, it carried Chengdu Mustang to raise the agenda again. The above -mentioned historical questions needed to answer again.

For Chengdu, how should the "Western Anime Capital" be completed without standard answers.

Since the 21st century, there are two important time nodes in the discussion of the animation industry. One is the national construction and government subsidies since 2004, and the other is the wave of investment in the two -dimensional pursuit of capital in 2015. Objectively, these strong stimulus beyond the laws of the market, supplemented the anime talent, injects capital into a group of SMEs, and has undergone the survival period of "there is always better than no", but also have to admit that the industrial bubbles induced by policies and capital, Make many people chill.

In the past few years, various links such as the creation, distribution, derivative development, and overseas of the two -dimensional content creation, distribution, derivative development, and overseas have been further developed. The 400 million pan -second -dimensional enthusiasts turned the three pits, tide -playing blind boxes, the script killing room, and VR entertainment into the darling of capital, and achieved the market size of 10 billion. The industry's waters are indeed wider than more than ten years ago.

As for whether it is a high wave and a hurry, or the sea leap, you need to hear the real voice of more navigators. The story of the industrial park should be the story of the industrial person.

Reference

Anime enterprises have successively traveled to the Yangtze River Delta Pearl River Delta for upgrading; "21st Century Business Herald"

Geng Rui. Research on the Development of China's Animation Industry Cluster [D]. Wuhan University, 2010.

Who is the anime subsidy? "Caixin Weekly"

Wang Wen. The function composition of the Animation Industrial Park [D]. Beijing University of Architecture, 2014.

Shiwei Group's capital chain or broken Yichuan "China Anime Capital" stopped working; "China Business News"

Guoman Rise Series Report; Caixin.com

For the "barbecue stall" industrial park, the "big cleaning" of the industrial park must be rectified before the 21st; Qilu Evening News Network

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