Study on Current Chinese Cartoon and Animation Trade

Abstract2014 was the 10th year of new era in which cartoon and animation industry had been developing at high speed. It is necessary to organize and summarize the existing questions of passed industrial developing process. Meanwhile, 2014 is the first year of Xi Jinping new leadership's carrying out economic policy. In this important time of reviewing past and carrying forward the cause and forging ahead into the future, it is very necessary to evaluate and analyze the past 2011-2012 and the past decade's foreign trade and internationalized management of China cartoon and animation industry and find out appropriate solution from the perspective of commercial eco-system.Keywords: Cartoon and animation product, foreign trade, current situation, problem, solution.IntroductionSince 2004, Chinese government has actively pushed forward the development of cartoon and animation industry through policy creation. Till now, ten years passed, cartoon and animation industry obtained the unprecedented achievements and its foreign trade improved by leaps and bounds. Under such background, it is necessary to summarize the years of 2011-2012 and to evaluate the current situation and problem analysis on past decade's foreign trade and internationalized business management. Meanwhile, 2014 is also the year of new leadership headed by Xi Jinping who carried out new economic policy after the 3rd session of 18th Congress of Communist Party of China. Thus, it is necessary to foresee its development tendency and raise out the problem solution and suggestion according to the Walk's characteristics of cartoon and animation industry.Annual development situation of foreign trade on China cartoon and animation Import situation:(1) TY animation import: According to the statistic data of China National Statistics Bureau, the total value of TV animation import in 2011 was 7.0201 million RMB Yuan (Table 1) which occupied 1.3 percent of total value 540.9862 million Yuan, the time length of imported TV animation was 279 hours, which occupied 1.28 percent of total length of imported TV program (Table 2). From the angle of imported value, in 2011, import of TV animation increased back again after passing through low tide of 2009 and 2010 and got close to the level of 2008. From the angle of import resources, America, Europe and Japan, are still main resources of Chinese animation import.(2) Imported animation movies: In 2011, the annual imported animation movies were 10, which created 1.64 billion Yuan domestic ticket sales together with domestically made animation movies, (there were 24 movies which were issued licenses), among which, the ticket sale volume of imported animation movies was 1.33 billion Yuan, occupied 81 percent, (Table 3). In 2011, the imported Kung Fu Panda 2 created 617 million Yuan ticket sale, which almost occupied the half of total ticket sale of imported animation movies.In 2012, 12 imported animation movies were shown, which created ticket sales of about 960 million Yuan; there were 21 domestically made movies shown, which only created 450 million Yuan or so. Furthermore, its distribution was extremely uneven, one film of Xiyangyang Yu Huitailang (Pleasant Goat and Big Big Wolf) created 158 million Yuan and there were 60 percent movies, each of them created only less than 10 million Yuan.The domestic animation movie market of 2011-2012 had the characteristics as follows:* The ticket sale of imported animation movies still occupied over half of total.* Market share of domestic animation movie market was down decreasing from 81 percent of 2011 to 69 percent of 2012. The share of domestically made animation movie was increasing.* The quantity of imported animation movies was increasing and the quantity increased by 20 percent in year 2012 than 2011.* Average profit-obtaining capability of average single animation movie in domestic market was down. The ticket sale of each imported animation movie decreased by 40 percent from 133 million Yuan of 2011 to 80 million Yuan of 2012. …