The ACG exhibition has not fully left the "bubble"

Text | Mantis Observation

Author | Qingyue

In the past two years, the influence of super -expected factors such as the epidemic, including some industries, including catering, film and television, and retailers, have been hit hard, the most serious or even nearly stopped, and the second -dimensional industry will inevitably be affected.

From 2020 to 2021, the revenue of the two -dimensional animation market decreased significantly, and the size of the market market market in the two -dimensional content industry slowed down. Taking the world's largest animation production and exporting country as an example, the "Animation Industry Report 2021 Abstract" pointed out that in 300 300 Among the Japanese animation production companies, 48.6%of companies in 2020 have declined in 2020, and the Japanese animation industry, which has grown for 11 consecutive years in 2009, has declined in 2020, a year -on -year decrease of 3.5%.

In such an environment, the ACG exhibition will inevitably be affected. So, in the face of uncertain factors such as epidemic situation, what changes did the Chinese ACG exhibition make? What impact does it have on the entire two -dimensional industry?

Under the size of the 100 billion -level market, the three options of the ACG exhibition

It can be seen from the "China Two -dimensional Content Industry Industry" disclosed by CIC Burning Consultation that after the development of my country's second -dimensional industry has undergone budding, cultivation and growth period, the industrial development and works are mature. The industry will welcome the outbreak.

The niche circle of the past, began to "break the circle" and move towards the public.

According to the statistics of "CIC Burning Consultation", my country's pan -dimensional user base has a wide range of bases. In 2021, it has reached nearly 460 million people. Based on this, the two -dimensional content market in China in 2021 is about 60.29 billion yuan. The market is expected to reach 110.58 billion yuan. In the next five years, China's two -dimensional content market has an average annual growth rate of about 12.6%.

This potential 100 billion -level market quickly attracted large factories, including "Ai Youteng B".

Tencent has invested in 14 comic platforms and studios. At this year's anime annual conference, 64 new works and new animations have been announced; 33 animation drama projects started with two -dimensional BRI. Yimei aimed at women and non -weight two -dimensional users, launched the "Evil King Chasing Wife" series, "Starting Star 2 Today" and other works.

The competition of "Ai Youteng B" in the field of two dimensions, especially the animation, is becoming more and more intense. It is sooner or later, the ACG exhibition that is more and more complete in commercialization, but it is precisely because of uncertain factors such as epidemics. , The development of the exhibition industry has pressed the suspension key. In response to this issue, the Chinese ACG exhibition came up with three different solutions.

The first is the extension. Considering the risk of the rebound of the epidemic, for example, the Bilibili World 2022, which was scheduled to be from July 15th to July 17th, 2022, announced that it will be postponed.

The second is to transfer the focus to the online. For example, the ChinaJoy Organizing Committee released the official announcement held at the 20th ChinaJoy Offline Exhibition, but at the same time announced the ChinaJoy Online Exhibition (CJ Plus), August 27, 2022 Sunday to September 2nd in the digital world of MetaJoy.

The third is to be held offline according to the plan. For example, from July 15th to 18th, the "KK World Dream World" was held from the World of Hurry to the World and the Super New Z Generation ACGN exhibition.

These three schemes have their own considerations, and they are not displayed for the time being. "".

In the post -epidemic era, two -dimensional users need a "wild carnival"

Combined with the current schemes of the three major ACG exhibitions, CHINAJOY, Bilibili World, and KK World, are actually two types of online and offline. If you want to cause the "wild carnival" of two -dimensional users, successfully break the circle into a phenomenal exhibition. "Mantis Observation" seems to be obviously more advantageous in offline exhibitions.

On the one hand, it is determined by the user. The offline ACG exhibition allows users to have a sense of belonging and ritual.

"They are pursuing independence and personality, and they have a unified cultural consensus; they save money exquisitely, and they are soil for ideal hobbies. The most divided generation '"

This is the interpretation of the "2022 Decoding Z Generation" report. According to the data of "CIC White Paper", Chinese pan-dimensional users are mainly concentrated in students and white-collar workers, of which 19.3%are under 18 years old and 18-24 years old. It accounts for 43.8%, and the aged 25-34 years accounts for 26.1%, and 10.9%over 35 years old.

For two -dimensional users represented by generations, offline ACG exhibitions are of great significance. As a generation who grows together with the Internet, they are in the circle of circle culture. They have this unique sense of loneliness. Only with the offline ACG exhibition can they feel more immersive to feel the unique fanatic atmosphere of this circle, and seek resonance and resonance and from their fans. A sense of identity, obtain a sense of existence, sense of belonging, identity, and realize emotions.

On the other hand, from the perspective of experience, the immersion of an offline ACG exhibition is high, and the current online ACG exhibition is difficult to achieve, even if the "express" of the Yuan universe is no exception. The Yuan universe seems to be synonymous with immersive experience, but at this stage, the technology of the Yuan universe is not enough to support the landing of a truly immersive ACG exhibition.

Forrester analyst Lu Guannan said in an interview with the China Electronics News reporter: "At present, more in the market is to divide the independent virtual world or the digital product that supports an immersive experience. (Metaverse Precursor). Considering that the possible sounds are not three -dimensional, the picture is not clear, and delayed, it may not allow them to get the shock of the immersive.

The offline ACG exhibition is different. From the perspective of interaction, for example, the participating users can get close -range and the favorite creators, CV, COSER close contact, like Ke Xiao, Baili Junxi who appeared at KK World scene, etc. Ten cartoonists and popular novel authors, Bianjiang, Chen Zhang Taikang, Floating Dream Ruowei and other well -known CVs, Naiqi Muzaki, K_rara and other popular cosers. Reached.

From the perspective of participation, some of the unique gameplay unique to the offline ACG exhibition, under the influence of the "end of the peak", is more likely to achieve the effect of exceeding expectations.

For example, in this KKWORLD, there is an interactive gameplay such as the high -value deacon little brother, the phone receiving the call of the favorite male god, the CP head of the cp to send a marriage certificate, in reality dialogue, touch and visual impact It will bring users stronger interaction, experience and participation.

Of course, it cannot be denied that through the interactive experience of virtual and reality, the boundary of the space is broken, allowing the audience and the brand to quickly establish a connection. In the context of the normalization of the epidemic, the online Yuan universe exhibition is a good choice, but but it is a good choice, but but it is a good choice, but Under the current environment of the elemental universe technology that is not mature and the demand for two -dimensional users, the offline ACG exhibition may be more in line with the needs of users.

When the traffic dividend "fades", how does the ACG exhibition cross the industry cycle?

Judging from the currently known data, the size of the two -dimensional users in my country has exceeded 400 million in 2020. It is expected to exceed 500 million after 3 years. It is possible to become the "Nuggets" for Internet manufacturers to expand the two -dimensional pan -users.

But starting from 2018, the Internet dividend is not as big as before. The population dividends of pan -second -dimensional users have been "faded" sooner or later, so how can ACG exhibitions "keep fresh" and "Mantis Observation" believes that The following three points may be the key:

First of all, the ACG exhibition needs to abandon traffic thinking and do a good job of value thinking. If you want to make the two -dimensional users attracted by the ACG exhibition, and are willing to spend time and money, good IP, good content is the key, and without good creators, the content is rootless water and passive wood.

Therefore, on January 25, 2018, Station B launched the "Bilibili Creation Incentive Plan", which specially evaluated and provided the corresponding income for the main submission of UP. The competition, screening excellent works, and a content industrial production system.

Through material awards, reducing the pressure of creators' life, so that they can create more excellent content without worries, and at the same time provide technology and professionalism until every potential creator can bring more. High -quality works.

Secondly, the ACG exhibition needs to create an explosion point, and it is also necessary to find and shape the cause, which causes chain communication, that is, through the temporary team, such as the ACG exhibition to form a common anime subculture, and then accelerate the generation and dissemination of similar content.

The Yuan universe is actually a good "gimmick". The most ideal state is to provide a diverse booth style and multi -dimensional and multi -dimensional configuration. It provides an excellent visual shock for viewing users. It takes time to achieve this effect.

If the ACG exhibition in my country will have better results in the future, it will bring greater influence, accelerate the generation and dissemination of similar contents, in KKWorld's "unslaying overtime bar" and "Er Ha" in "Unswerving Bar" and "Er Ha" in KKWORLD The reproduction of the big wedding famous scene and the Nanting Village Avenue in "Guwei Nanting" is worthy of industry reference.

Finally, you have to do stocks and increase. Who is closer to the IP in the future, who's IP is closer to the user, who's IP precipitation is offline, who will get the initiative in the second half, the stock is the current anime IP and anime users, the increment is the new anime IP New users after the scene expand. The ACG exhibition is a way to expand outside the scene. It can not only get more new increases, but also allow users to get offline and offline scenes. At the same time, it continues to enrich the content ecology. Bring better development prospects, and can also extend the vitality of high -quality IP.

For example, when the two-dimensional IP "Sword Rann Dance-ONLINE-" fire, the Youzu network cleverly used the outbreak period of the May Day exhibition, and brought its "Sword Rotten Dance-ONLINE-" to Shanghai CP20, Guangzhou Fireflies Anime Carnival, Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC and Xiamen CACC.The four offline ACG exhibitions of Hangzhou China International Animation Festival successfully expanded the user base of this IP.All in all, the development trajectory of China's two -dimensional industrial market is still rising. It is an inevitable trend to commercialize offline ACG exhibitions, but it will inevitably produce more new demands with the environment and content of the exhibition. How to use this how to use thisOpportunities to get higher popularity and exposure are issues that need to think about it next.

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