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艾媒咨询 | 2024-2025年中国汉服产业现状及消费行为研究报告
随着文化强国道路的深化发展,文化自信深入人心,推动汉服产业的发展。数据显示,中国汉服市场规模呈现持续上升扩大趋势,2023年达到144.7亿元,2027年中国汉服市场规模有望达到241.8亿元。汉服行业不断有新的入局者,推动汉服产业的发展与大众化普及,由此带动周边产业的兴起与发展,汉服写真、汉服租赁、汉服体验馆将成为产业中必不可少的一环。未来,随着“国潮”的席卷,汉服品牌与博物馆、游戏、影视剧或漫画的跨界IP合作成为汉服品牌打破原有用户圈层、提升品牌知名度的重要方法。而摒弃了繁冗复杂的设计,将汉服及传统文化中的象征性元素融入服饰的“新中式”变得越来越流行。
With the deepening development of the road of cultural power, cultural self-confidence is deeply rooted in people's hearts, which promotes the development of Hanfu industry. Data show that China's Hanfu market size shows a continuous upward expansion trend, reaching 14.47 billion yuan in 2023, and China's Hanfu market size is expected to reach 24.18 billion yuan in 2027. Hanfu industry continues to have new entrants, to promote the development of the Hanfu industry and popularization of the masses, which led to the rise and development of peripheral industries, Hanfu photo, Hanfu rental, Hanfu experience hall will become an essential part of the industry. In the future, with the sweep of "national tide", cross-border IP cooperation between Hanfu brands and museums, games, movies, TV dramas or comics has become an important way for Hanfu brands to break the original user circle and enhance brand awareness. The "new Chinese style", which abandons complicated designs and integrates Hanfu and symbolic elements of traditional culture into clothing, is becoming more and more popular. -
艾媒咨询| 2020年中国移动游戏IP价值探析专题报告
本报告研究涉及企业/品牌/案例:腾讯游戏,王者荣耀,多益网络,神武4,阴阳师
受新冠疫情影响,移动游戏获发展机遇,2020年中国移动游戏市场规模达1850.3亿元,预计2021年有望突破2020亿元。在中国移动游戏产业链中,IP起重要的串联、延伸作用,为促进行业规范化、精品化发展,政府部门采取日趋严格的监管措施并鼓励IP开发及转换。iiMedia Research(艾媒咨询)数据显示,51.5%的受访移动游戏用户表示会因IP喜好而玩相应的手游,并对其持有较高的期待值;其中78.9%的受访IP受众玩家有游戏付费习惯。因此在政策利好、市场需求拉动的背景下,游戏企业通过IP改编、自研IP等途径突破内容壁垒,全方位拓展游戏IP题材,进而研发精品游戏,并深挖移动游戏IP价值,不断完善IP衍生产品矩阵,最终构建移动游戏IP生态,提升IP商业化变现效率。
Affected by the Covid-19, China mobile gaming industry have gained development opportunities. In 2020, the scale of China mobile gaming market grew to 185.03 billion yuan, and it is expected to exceed 200 billion yuan in 2021. In China mobile gaming industry chain, IP plays an important role in tandem and extension. In order to promote the standardization and high-quality development of the industry, the government departments have adopted increasingly strict regulatory measures and encouraged IP development and conversion. As the data of iiMedia Research showed, 51.5% of the mobile game users interviewed show that they would play the corresponding mobile games based on their IP preferences, and hold high expectations for them; Amongthem, 78.9% of the IP audience players interviewed have the habit of paying for games. So under the background of good policies and market demand, through IP adaptation and independent research IP, game enterprises break the content barrier, expand game themes in an all-round way and then develop high-quality goods game. Furthermore, game enterprises dig the mobile game IP value, improve the IP derivative product matrix. Finally they build the mobile games IP ecosystem and improve the efficiency of IP commercialization. -
艾媒报告|2019-2020中国二次元视频行业专题研究报告
本报告研究涉及企业/品牌/案例:AcFun,bilibili,腾讯视频,抖音;其他提及企业/品牌:爱奇艺,快手,优酷,快看漫画,叭哒,风鱼动漫,腾讯动漫,波动星球,阅文集团
iiMedia Research(艾媒咨询)数据显示,中国二次元用户规模预计在2021年突破4亿人,用户规模的持续增长,抬升了二次元产业的商业价值。随着国家政策的鼓励、中国二次元视频行业发展环境向好、视频产业链条趋于完善、直播与电商元素的加入,加速了中国二次元视频商业化。iiMedia Research(艾媒咨询)数据显示,以A站、B站为代表的垂直二次元视频平台仍是二次元用户观看视频的主要占地,占比超过五成;近六成的受访网民会为观看二次元视频付费。艾媒咨询分析师认为,平台方对UP主创作的大力扶植,不仅有利于丰富完善二次元视频内容生态,推动二次元视频产业升级,还有助于吸引更多用户人群。随着主力年轻用户的崛起,以及泛二次元用户人群的扩大,二次元视频平台有望迎来发展红利。
As the data of iiMedia Research showed, the scale of China ’s Two-dimensional users is expected to exceed 400 million by 2021. The continued growth in user scale has boosted the commercial value of the secondary industry. With the encouragement of national policies, the development environment of China ’s secondary video industry is improving, the video industry chain is complete, and the addition of live broadcast and e-commerce elements has accelerated the commercialization of China ’s Two-dimensional video. As the data of iiMedia Research showed, vertical Two-dimensional video platforms represented by AcFun and BiliBili are still the main areas for video watching by Two-dimensiona users, accounting for more than 50%; nearly 60% of the interviewed netizens will Pay for watching Two-dimensional videos. iiMedia analysts believe that the platform's strong support for the creator's main creation will not only help enrich and improve the Two-dimensional video content ecology, promote the upgrade of the Two-dimensional video industry, but also help attract more user groups. With the rise of the main young users and the expansion of the Pan- two-dimensional user population, the Two-dimensional video platform is expected to usher in a development bonus. -
艾媒报告|2019全球及中国动漫产业现状剖析及前景预判投资分析报告
本报告研究涉及企业/品牌/案例:梦工厂,迪士尼,bluesky,吉卜力,万代,万氏兄弟,知音漫客,蛮有文化,腾云动漫,网易漫画,bilibili ,优酷,爱奇艺,卡酷动漫,优漫卡通,芝兰玉树,奥飞娱乐,华强方特,九游,金添动漫,大地影院,金鹰卡通,炫动卡通,新科动漫,新动漫,动漫秀场
2019全球动漫产业仍以美国、日本双头称霸。美国迪士尼2019Q2财报公布,其营业利润再创新高;漫威IP制作的《复仇者联盟四》全球吸金。日本方面,2013年至2018年,日本动画内容发行总收益不断上升,吉卜力工作室的影响不容小觑。中国方面,动漫产业也在蓬勃发展,2018年动漫行业发生65起融资事件,单起投资的平均金额不断上升。IP打造方面,以阿里影视旗下的衍生品授权与开发平台阿里鱼为例,2019财年,旅行青蛙IP衍生的商品销售GMV达到2亿元,动漫IP皮卡丘的衍生品销售额近5亿元;产业园区方面,2019年中国动漫产业园数量超过18个;国际化发展方面,2019年,阿里影业与好莱坞等合作,动画电影制作宣发步入国际化发展,其联合发行的《未来机器城》在戛纳上被Netflix以3000万美元买下影片海外发行权。
2019 The global animation industry still dominates the United States and Japan. The US Disney 2019Q2 earnings report announced that its operating profit reached a new high; Marvel IP produced the ““Avengers““ global gold. In Japan, from 2013 to 2018, the total revenue of Japanese animation content is rising, and the influence of Ghibli Studio cannot be underestimated. In China, the animation industry is also booming. In the animation industry, there were 65 financing events in 2018, and the average amount of investment from a single source continued to rise. In terms of IP creation, taking Alibaba, a derivative licensing and development platform of Ali Films, as an example, in the fiscal year of 2019, the sales of frog IP-derived goods reached 200 million yuan, and the sales of animation IP Pikachu derivatives reached nearly 500 million yuan; In terms of industrial parks, there were more than 18 Chinese animation industry parks in 2019. In terms of international development, in 2019, Alibaba Pictures and Hollywood cooperated, and the animation film production announced its international development, and its joint release of Future Machine City ““At the Cannes, Netflix bought the overseas distribution rights for the film for $30 million. -
艾媒报告 |2019H1哔哩哔哩运行状况与行业趋势研究报告
本报告研究涉及企业/品牌/案例:哔哩哔哩,腾讯,阿里,CMC资本,正心谷创新资本,君联资本,掌趣科技,华兴资本,华人文化产业投资基金,正心谷创新资本,优酷、爱奇艺、网易,三七互娱,完美世界,世纪华通,IGG,游族网络,智明星通,巨人网络,AcFun,嘀哩嘀哩
“二次元文化”泛指动画(Anime)、漫画(Comic)、游戏(Game)、轻小说(Novel)内容及相关衍生品。互联网发展扩大了二次元文化覆盖面和传播广度,更多非核心层次二次元人群有机会接触、了解二次元内容及文化,泛二次元群体不断扩大。iiMedia Research(艾媒咨询)数据显示,2018年中国互联网二次元用户规模为2.81亿人,用户增长率达21.1%。在动漫产业、网络游戏快速发展的过程中,二次元用户规模有望持续增长,预计2019年将达3.34亿人。经过十年发展,哔哩哔哩已经成为中国最大的二次元内容平台,并以年轻人喜爱的在线娱乐平台为新目标不断发展壮大。为此,公司一方面通过频繁的投融资活动来扩充内容产品、增强研发实力、拓展用户群体,另一方面通过加速商业化来增强自身造血功能,提升综合竞争实力。虽然公司全产业链布局日趋完善,用户和营收增长表现亮眼,但依然面临激烈的外部竞争、严格的市场监管、扩大的业绩亏损等诸多风险。
“Secondary metaculture“ refers to animation (Anime), comic, game, Novel content and related derivatives. The development of the Internet has expanded the coverage and dissemination of secondary metaculture. More non-core secondary people have the opportunity to contact and understand secondary content and culture. Pan-secondary groups are expanding. According to iiMedia Research data, the number of secondary Internet users in China was 281 million in 2018, with a growth rate of 21.1%. In the process of rapid development of animation industry and online games, the scale of secondary users is expected to continue to grow, and it is expected to reach 334 million people in 2019. After ten years of development, Bilibili has become the largest secondary content platform in China, and the online entertainment platform favored by young people is the new goal of continuous development and growth. For this reason, on the one hand, the company expands content products, strengthens R&D strength and expands user groups through frequent investment and financing activities, on the other hand, it strengthens its hematopoietic function and enhances its comprehensive competitive strength by accelerating commercialization. Although the company's overall industrial chain layout is becoming more and more perfect and the growth of users and revenue is outstanding, it still faces many risks, such as fierce external competition, strict market supervision, expanded performance loss and so on. -
艾媒报告|2018上半年中国二次元市场监测与发展趋势专题研究报告
本报告研究涉及企业/品牌包括:快看漫画、腾讯动漫、哔哩哔哩、AcFun、星辉娱乐、美盛文化、高乐玩具、小白龙、星原文化、金添动漫、智高文创、梦之城、芝兰玉树、精英动漫、凯迪威、亲宝文化、亲子企鹅、奥飞动漫、有妖气、中央央视动画
iiMedia Research(艾媒咨询)数据显示,2018年中国二次元用户预计将达2.76亿人,2019年有望增至3.28亿人。艾媒咨询分析师认为,近年互联网企业注重对日本动漫正版版权收购,同时加强国产动漫IP创作,而二次元IP结合手机游戏、电影等产业发展也进入快速发展期,推动中国泛二次元用户群体扩大,二次元用户规模稳定增长。 -
艾媒报告|2018-2019中国小镇青年移动阅读产品使用监测报告
随着小镇青年文化娱乐消费潜力逐渐提高,该用户群体成为移动阅读细分增量市场的重点。iiMedia Research(艾媒咨询)数据显示,2018年中国小镇青年人口规模约1.12亿人,其在线娱乐休闲行为中,偏好移动阅读APP的占比高达25.0%。小镇青年移动阅读用户中,对漫画内容感兴趣的用户占比达34.9%,目前各企业也积极开展关于动漫IP资源的布局。
As the data of iiMedia Research showed, the scale of town youth population is approximately 112 million in 2018. Among their online entertainment and leisure activities, 25.0% prefer mobile reading APP. Among the town youth mobile reading users, 34.9% of them are interested in cartoon content. At present, enterprises are actively carrying out the layout of the cartoon IP resources. As the consumption value of the young people in the town is paid more and more attention, the mobile reading platform needs to grasp the preferences of users in the segmentation field and provide targeted younger and more vertical content.
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