Frbiz.com Reports Upgrading The Road Map In Dongguan Toy Industry
”Dongguan City, Guangdong Provincial Government and the toy industry had to find a new direction of development.” December 30, 2009, Beijing Television Motion Picture Association of Feng Xuedong the case of the Secretary-General told this reporter that the new model has quietly emerged. At this point, from the co-jun, Dongguan two flagship toy factory closures, year after two months have passed.
“We’re doing the work of pre-authorized film and television animation development, namely, the creation of film and television works in the development period, in cooperation with toy manufacturers to enable them to design products at the same time, when the official broadcast television programs and movies, the product can be introduced in parallel with the market. “The same day, the Pearl River Pearl River Film Film Group vice president of Network TV room Wentao, showed reporters around two models of the dolls,” the product of the television programs and movies are not yet available, but derivatives have been ready. ”
In Guangdong Alpha Animation (002292.SZ) Image Management Division, General Manager of Kun-Ze view, the success of Disney’s derivatives business, has given the domestic content providers revelation, as the downstream toy manufacturers should seize the opportunity. “Manufacture toys Austrian started flying, and now directly involved in content industry to sell their products, which is China’s toy industry’s new hope.” Feng Xue-Dong said.
As the world’s largest multi-national toy manufacturers, Longchamp (00348.HK) Toys, General Manager Huang Guobin to this reporter asserted: “For toy manufacturers, purchased after the release of the film copyright in the work, and then to toy development, which a model has become obsolete. ”
Disney-oriented content providers
December 31 last year, received strong support, Dongguan City, the First China International Animation Film Copyright Protection and Trade Fair opened in Dongguan. On-site a lot of professional audiences, both on-site exhibitors display some of the “cottage version of Kung Fu Panda toys”, “cottage version of Transformers toys,” “more than 10 in both the Monkey King as the theme of animation work,” expressed concern.
“When a successful television programs and movies market, the further development of the risk of derivatives in here.” Feng Xuedong, “said Xi Yang Yang a success, but their derivatives have been pirated very severe.” Huang Guobin said. If we want to post to the relevant copyright, with 100 developed a kind of toy, but the pirates are using the cost of 10 to imitate a similar product, it is difficult to compete, he said.
“This situation is caused by the domestic content industry derivatives an important reason for the low income.” Feng Xuedong, explained that his visit to Shantou, Zhongshan, foundry and many other toy companies and found most of the enterprises are complacent, intends to look at to the successful works of film and television animation and then tie in with the development and sale of derivatives.
“This will leave alone the amount of royalties – an already successful work, the inevitable cost of derivatives copyright costly, even with copyright, but also has lost opportunities, and vendors of pirated products made almost no the time difference, and with the video playback of the product itself or the release is completed, the best selling time is also past. ”
Obtained by this paper Shanghai Film (Group) Co., Ltd. Vice President of Shanghai Animation Film Studio director Wang Yun-day a speech show, looking to the domestic consumption of the current animation products, consumption of broadcast animation accounts for at least 1 / 3, after the consumption of audio-visual products about 30%, books, consumer spending accounted for 25%, all other derivatives, but for all the derivatives consumer spending 1 / 5.
Wang Yun-day revealed that in mature markets, audio-visual products and other derivatives of the revenue cycle longer than the work itself, which often have greater earnings. This is in stark contrast to the domestic situation. “This should also include content industry giants, including Disney’s business model.” Kun-Ze said that Disney and other downstream manufacturing penetration, enabling them to integrate the whole industrial chain.
Disney’s success up front, but the content of the domestic manufacturers is difficult steps Disney’s lead.
“Domestic audio-visual industry in decline, it is important because of copyright issues.” Original Power Culture Communication Co., Ltd. Man-Yi Liu, general manager of the case told the reporter. The company has developed a series of TV Xi Yang Yang works.
The audio and video products provide 30% of the income, a high risk factor. “Copyright the total cost of the cost of traditional audio and video products released into the 6-7, which explains the economic reasons for pirated audio-visual products.” Guangdong Guangzhou-Hong Wang Zhiping Law Firm senior partner told this reporter, as well as the proliferation of pirated DVD infringement the high cost of rights protection, as well as to make the copyright owner basically gave up on this market, safeguard their rights, not to mention pirated audio-video market was also experienced the impact of network video has the “underdog.”
To this end, including the Pearl River Film distributors, including television programs and movies, in addition to involvement in network video and online-on-demand digital copyright transactions, have begun to adopted the materials are now being undervalued in the eyes of other derivatives, which include toys on the pre-authorization.
10000 on behalf of the manufacturer
Kun-Ze where the Austrian flying animation, no doubt seize the opportunities of the industry, changing patterns.
“Flying is the reliance on traditional Austrian toy manufacturing industry has grown.” Feng Xue-Dong explained that the traditional toy makers, there is a large part of the cost for marketing, “This is also the one they are most concerned about, but they are not difficult to find, it is necessary advertising their products into the mainstream TV channels such as CCTV, the cost is too high, can not afford. ” TV media is almost monopolized the two parts of children and the elderly audience and is not open toy manufacturers around the channel.
“So Austria chose to make their own flight simply content that is self-developed animation film and television works, from the model point of view, their film and television products and services are property of their toys.” Feng Xue-Dong said.
Austrian flying investment animation film “Armor of the Emperor Xia Warrior” will be held January 20, 2010 nationwide release, CICC analyst Kim on December 28, “said armor Warrior” including the six major image, the company has been developed related to animation synchronized toys, after the release of the film in the country is expected to lead the Warriors series of animation company armor increased sales of toys.
“For toy manufacturers directly cut into the content industry, I think it too risky.” Huang Guobin said the development of a film and television work, just like for a big bet. “Will be animated television can only be recovered in 30% of the cost, and often beyond recovery, and even perhaps to give money to play free or play brands. In addition, the film at the box office does not mean that companies earn high, because the movies have Too many partners, cinema, distribution companies have already accounts for a large part, and Chupin Fang received only a small one. “Lau Man-yee points out the content and manage the risks.
Kim also said that for an investment of 15 million -2.0 thousand million “Warriors of the Emperor armor Xia,” according to the box office commission coefficients 0.36, the Austrian flying can get optimistic about the situation at the box office into issuing 18 million, that is, cost recovery, a slight a small profit.
Imagi (00585.HK) 2009 Nian pour huge investment, “A Boy,” a film hit the box office loss, cause the Company’s stock price declines, management’s resignation is the extreme expression of this industry risk.
“So we tend to surgery industry, the division of labor.” Huang Guobin said, compared with Japanese toy giant Bandai (Bandai), as Longchamp betting betting amount will be distributed. “We can now also carried out with several toys and opening up the contents of pre-authorized co-operation, we do not have a separate wager on A vendor or manufacturer’s works B will be ran out of big cities, as long as the investment diversification, there is always the content of works of win, and we Other toys can be earned huge sales push. ”
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