Affected by various factors such as changes in the economic base and homogenization of creation, the IP of American and Japanese comics has entered a bottleneck period one after another. Guoman IP still has a gap with the first two in terms of cultural output,But it can be called"Tomorrow can be expected。

First, the overseas influence of major content forms such as Chinese film and television travel comics and online texts is increasing, and the cultural radiation effect will continue to help Guoman's IP go out of the circle globally; Both, the overseas brand effect of domestic dramas is taking shape. In this context,Guoman linkage IP adaptation of live-action drama,It may become a unique overseas mode for Guoman IP to be different from Japanese manIP。

Recently, a well-known overseas Coser Coser Cosed at the Belgium Comic Con Comic-Con to Co-Sum the character Zhang Lingyu in the national comic IP adaptation series "Under the Inhuman", teaching Spider-Man and Batman to play Tai Chi at the Comic Con site. The disciples of Longhu Mountain and the overseas "aliens" in the same frame really broke the dimensional wall,It also confirms the continuous rise of the global influence of GuomanIP。

"Under the Inhuman" is not an exception. In 2016, animated dramas represented by "Once Upon a Time There Was a Spirit Sword Mountain" began to enter the Japan market; In 2019, "Assassin Wu Six Seven" became the first original Chinese comic to be launched on Netflix; In 2023, Chinese and Western superheroes will be in the same frame at the Comic Con.

The time node of Guoman's revival and overseas output almost coincides,It can be said,GuomanIPThe rise is both inside and outside。

The upward trend driven by both internal and external forces

Looking back at the overseas performance of Guoman's IP in recent years, in 2021, two national comics, "Demon Dao Ancestor" and "Tianguan Blessing", among the top 10 TV animation sales in Japan, were on the list, and in 2022, "White Snake: Origin" and "Tianguan Blessing" appeared in the top 10 list of fan votes at the Tokyo Animation Awards.

Among the domestic animated films, "Luo Xiaohei Zhanji" and "New God List: Nezha Rebirth" have been released in Japan, of which "Luo Xiaohei Zhanji" won a box office of 5.1 million US dollars (calculated according to the exchange rate of the year of release).

Before 2020, Japan was the main position of Guoman's IP output, and most of the Chinese animated dramas were broadcast on Japan TV after going overseas, and after 2020, more and more Guoman embarked on the road of globalization and expanded overseas markets with the help of Netflix, such as "Assassin Wu Liuqi", "Tianbao Fu Demon Record", "Time Agent" and so on have successively appeared on Netflix.

In addition, high-scoring Chinese comics such as "Five Elements of the Foggy Mountains", "Spirit Cage" and "Dart Man" also have a good degree of discussion on YouTube. The success of cultural export is affected by many factors, among which quality is undoubtedly the most critical.

In the eighties and nineties of the 20th century,A large number of foreign animation IPs were introduced with the wave of reform and opening up,The affected Guoman entered a period of silence,It lasted until the first year of the "rise of Guoman"。 But before that, Guoman also had a brilliant time, and the award-winning "Havoc in Heaven" at the London International Film Festival and the Karlovy Vary International Film Festival is "convincing people with quality", and many overseas bloggers call it "an amazing masterpiece" and "a work that transcends the times".

In recent years,The progress of GuomanIPis obvious to all,On the one hand,The production level of works such as "Five Elements of the Foggy Mountains" is at the top level in the world,However,The production capacity of such high-quality works is not optimistic today,And production capacity is also part of the strength,This is where GuomanIP still needs to continue to work hard in the future。

On the other hand,The diversification of themes and the deepening of the value core are constantly improving the global competitiveness of GuomanIP,Focusing on the theme of "What is a person""Under the Alien"IMDb score of 9.4 points is an example。

It can be said,Since the slogan of "the rise of Guoman" was shouted,GuomanIPThe has never stopped in "cultivating internal strength",This can be more clearly perceived in the field of 3D animation。 After the broadcast of "Cangyuan Tu" this year, the martial arts special effects, picture rendering, character modeling and movement fluency have been well received by the audience, which is also the epitome of 3D animation technology from quantitative change to qualitative change.

In fact, 3D animation is not only about technology, but also about drama. The high score of 8.2 on Douban of "Cangyuan Tu" stems from the drastic adaptation of the original work, such as enriching the characters of supporting roles such as Mei Yuanzhi, Yan Yan, and Bai Guan, and weakening the sense of routine of male frequency IP.

All of the above can be attributed to the internal force of the rise of GuomanIP's overseas influence,As for the external force,It is the collective force of China's film and television comics and the major content forms of online literature in cultural output。

In the field of games, the overseas income of "Genshin Impact" was once higher than that in China, and the game characters Yun Jin and Hu Tao made overseas players interested in Chinese opera culture and funeral culture. In the field of online literature, martial arts, immortal cultivation, and unlimited streaming online texts such as "Tiandao Library" and "Panlong" are all very popular overseas, and the overseas online text platform WUXIAWorld has an average daily hit of about 5 million.

In the field of film and television, since the beginning of this year, many dramas such as "The Wandering Earth", "The Long Season", and "Can't Hide Secretly" have been bought by Netflix. Among the overseas dramas, the popularity of love themes in foreign markets has exploded in recent years, a clip of "Can't Hide Secretly" has been played nearly 10 million on TikTok, and "When I Fly to You" has even helped Qingdao increase its popularity after it came out of the circle overseas.

It can be said that the upward movement of Guoman IP overseas is inseparable from the cultural radiation effect produced by other content forms, and the opposite is still true, which can be understood by referring to the global output of United States entertainment IP.

American dramas such as "Game of Thrones", Hollywood movies represented by "The Lord of the Rings", and United States animation represented by "The Simpsons" together constitute a cultural output matrix, which guides each other, and the same is true for the overseas export of Chinese entertainment content today.

The differentiated competitiveness of the "Chinese School".

Actually,For the question of "GuomanIP's overseas influence",Domestic public opinion is controversial,Some people are happy for GuomanIP's cultural output,Some people think that GuomanIP is still at its peak with the United States、There is a big gap between Japanese manIP。

This is indeed an objective fact,But perhaps today we should pay more attention to the "Chinese and Western superheroes in the same frame"Behind it,The potential and possibility shown by GuomanIP。 After all, it has been less than ten years since the revival of Guoman since "The Return of the Great Sage", and it is normal to be difficult to beat the long-established Japanese manga.

Cos Zhang Lingyu's foreign girl once posted about her understanding of the role: "Zhang Lingyu looks strong, but he hides pain deep in his heart, his growth process, and the way he faces his demons impresses me." ”

In "Under the Alien", Zhang Lingyu's contradiction is that he is "a person who pretends to be what he expects", he is jealous and has worldly desires, but he is ashamed to admit it, because his requirements for himself are as flawless as Lingyu. For him, overcoming the demons of his heart is to accept his true self and liberate himself, and the way is to "join the WTO".

Objectively speaking, Zhang Lingyu's experience can also be summarized by the hero's growth process summarized in "Hero with a Thousand Faces", that is, departure, enlightenment, test, and return.

It is difficult to have the detachment of being born without the tempering of entering the WTO, which is the fate of the "superhero" in "Under the Alien", and it is also a completely different thinking system from the American comic IP. Present and future,GuomanIPThe differentiated competitiveness in the global market,It is the value core extracted from oriental culture。

The differentiated characteristics born from local culture are also common to Japanese comics, American comics, and Korean comic IPs, such as the "desire satisfaction" theme that Korea commercial comics are keen on, such as the Japanese comics' addiction to the "predecessor martyrdom" narrative reflected by the sacrifice of Gojo Gojo in "Spell Return", such as the strong era characteristics in American comics.

At present, it is still in the revival stage of GuomanIP,It has not yet formed a very obvious creative commonality,It can also be said that this is a sign that GuomanIP has not fallen into the dilemma of homogenization。 But there is no doubt that many of the top Guoman IPs are rooted in the oriental cultural background.

Such as the Taoist culture in "Under the Alien", the chivalrous culture in "Dart Man", and the Chinese concept of love in "The Fox Demon Little Red Lady". To a certain extent, this is also the continuation and change of the creative style of the "Chinese School" in the animation industry.

After 1950, animations such as "Why is the Crow Black", "Little Tadpole Looking for Mother", "Havoc in the Heavenly Palace" and other animations created the style of "Chinese School", which is characterized by the extensive use of traditional Chinese cultural elements.

The characters and theme songs of Guoman's IP "Time Agent" are very trendy, but each independent story is based on the Chinese social context. The evolution of the "Chinese school" is naturally beneficial to the cultural output of GuomanIP.

Nowadays,Many people are optimistic about the future development of GuomanIP's overseas markets,It is also based on the changes in the entertainment industry at home and abroad.

The most influential Japanese comic and American comic IP in the global entertainment industry have entered a bottleneck period, of course, the Japan animation industry has still shown a trend of "skinny camels are bigger than horses" after years of accumulation, and in recent years, Japanese comics such as "Attack on Titan", "Demon Slayer Blade", and "Spy House" are all high-quality works. However, after the end of the bubble economy, the decline of Japan's animation industry has never stopped.

Look at the domestic animation market again,Previously, Station B and Tencent Video were the two main forces,In recent years, Youku and iQiyi have accelerated their efforts,This means that GuomanIPIm is experiencing a new round of industrial expansion。

The main video platforms have entered the game,The further maturity of Guoman's industrialization system and industrialization operation process,It is very important for the incubation of relevant talents,It is also related to the local vitality and vitality of GuomanIP in the future,Local uplink is the most basic premise of global uplink。

Featured overseas route "drama and comic linkage"

"Under the Alien" allows the public to re-understand the overseas influence of GuomanIP,In fact, it also pushed a more noteworthy phenomenon to the forefront,That is, the blessing that live-action comic dramas bring to GuomanIP in terms of cultural output,It may be far more far-reaching than the outside world imagined。

Strictly speaking, there have been cases around the world to prove that the global influence of American comic IP represented by superhero comics was limited in the early years, and later Marvel and DC both realized the cognitive expansion of American comic IP with the help of live-action movies.

However, in the past, when it came to the live-action adaptation of the head Japanese comic IP, the outside world was complicated, the reason is very simple, the barrier between the second and the third dimension is too strong, compared with the more popular super British and American comic IP, many fantasy battles, adventure Japanese comic IPs are extremely difficult to live-action.

In the past, the live-action adaptation of such Japanese manga IPs was only more successful, such as "Gintama" and "Rogue Kenshin", but now you can add a Netflix "One Piece".

In addition to Netflix's "One Piece" this year, China's "Under the Alien" and Korea's "Super Alien Race" are quite successful cases of manga live-action dramas, whether this will open a new chapter in Asian manga dramas We do not know, but "Under the Alien" did give Chinese comic fans a reassurance, so that they have confidence in the upcoming "Fox Demon Little Red Lady", "Town Soul Street", "Dart Man", "Spirit Cage", "Dali Temple Shaoqing Tour" and other national comic IP adaptations.

On the other hand, this also means that Guoman's IP is expected to open up the second pulse of "drama manga linkage" in the process of going to sea. The audience size of the three content forms of comics, animation, and dramas is increasing, taking "Under the Alien" as an example, from comics to animation is a key step for the IP to get out of the circle, and now the broadcast of the drama "Under the Alien" has attracted a large number of new audiences who have not seen comics and animation for the IP.

Under the premise of online quality, the probability of the live-action version becoming an amplifier of the value of animation IP is very high, both in domestic and foreign markets, the comic of the same name of "Super Alien Family" is not well-known, but now the series has nearly 100,000 ratings on Douban.

The reason why I am optimistic about the value that "drama manga linkage" brings to Guoman's IP is also that among the many entertainment products that go overseas at this stage, the domestic drama series with the highest macro influence and volume are the highest. Among the top dramas with total views on YouTube, the single episode of "A Smile is Alluring" has nearly 20 million views, and in comparison, the single episode of the head Chinese comic "Demon Patriarch" has been played in the millions, and the gap is still very significant.

In addition, the topic popularity of #中drama# related entries in many countries and regions on TikTok is much higher than that of #中国Animation#.

Those who pay close attention to the overseas performance of domestic dramas know that the influence of domestic dramas in Thailand, Viet Nam and other countries has surpassed that of Korean dramas, which is inseparable from Youaiteng's platform-based overseas strategy. In the past few years, the overseas version of Youaiteng has entered many Asian countries, and its share in the local streaming media market has continued to increase.

In this process, the brand effect and aggregation effect of domestic dramas overseas are becoming more and more obvious, so compared with Japan, a special "animation country" that relies purely on animation to open the international market, Guoman IP may be more suitable to take the "drama comic linkage" route.

In the past two or three years, the yield rate of domestic manga live-action dramas is indeed not low, such as "Youth Song Xing", "Under the Alien", "Chess Soul" and so on. Among them, two Guoman IP adaptation dramas "Youth Song Xing" and "Under the Alien" were questioned a lot before they were broadcast, after all, manga dramas are a new species in China, but fortunately, the texture of the two works has exceeded expectations, and the Douban score is above 8 points, although the audience's "true fragrance" is late.

It can be said that in the operation of Guoman's IP-adapted dramas, Youku and other video platforms are more stable than the outside world imagined, and the precipitation and reuse of experience are also faster.

Of course, whether the road of "drama and comic linkage" to go to sea together can be passed, it still depends on the average level of many comic dramas such as "Fox Demon Little Red Lady", "Dart Man", "Spirit Cage" and so on, and it also depends on the acceptance of Guoman IP adapted dramas in overseas markets.

At present, there are preliminary conclusions about the latter, not long after the end of "Under the Inhuman", the long-tail effect has not yet been released, and the highest number of views of a single episode on YouTube is nearly one million, which is excellent news for the manga dramas that will go to sea in the future.

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