In addition to some large animation companies have formed an industrial chain dominated by animation works, many animation companies are still struggling to make money by playing or selling cartoons on TV stations. However, the development of animation derivatives market is still immature. Therefore, it is very important to establish a series of industrial chains to meet the needs of the domestic animation market. Like Disney in the United States, it relies on the industrial chain. Annual sales can reach $22 billion. However, the gap between domestic animation companies in these aspects is still very large. In the development of derivative products, how to better serve consumers and be loved by consumers, as well as the profit model of our industrial chain, and how to further build the profit model of our industrial chain, all these work need to be gradually solved by domestic animation enterprises in the future practice.

Taking animation derivatives as the driving force for the development of animation economy has promoted the development of animation, allowing us to see more new animation works and more animation toys, enriching our lives. According to incomplete statistics, there are more than 20 provinces and cities in China that strongly support this emerging industry, and Beijing, Shanghai, Suzhou, Guangzhou, Shenzhen, Dalian and other places have successively introduced preferential policies to establish animation industry bases; More than 200 colleges and universities have set up animation majors; Animation festivals, animation exhibitions, animation forums and animation training classes are also emerging one after another. At present, there are about 30 animation industry bases in China, most of which are building frameworks. In the United States, Japan and other animation producing countries, comics, animation, movies, books, audio-visual products and franchise products have formed a complete set of "industrial chains", but China's animation industry has high investment costs and great market risks.

There is no complete feedback mechanism in the animation industry, and unsecured entities and unpredictable return on investment make the market profit model unclear, which makes investors flinch. To sum up, we can easily find the huge business opportunities contained in the animation industry in China. However, in the face of the lack of a complete industrial chain, the insufficient development of original images, and the difficulty in forming a complete chain in the production and sales of derivative products in the later period, the domestic animation images with profound historical accumulation such as Qitian Sheng Da and Nezha have lost their due value. In fact, the application of new animation technology is no longer an obstacle in China. The handling of foreign animation choices such as Naruto in China has demonstrated the strength of China people in animation production. In the first year of the Twelfth Five-Year Plan, the Central Committee of the Communist Party of China's Decision on Deepening the Reform of Cultural System to Promote the Great Development and Prosperity of Socialist Culture clearly stated that it is necessary to accelerate the development of emerging cultural industries such as cultural creativity, animation and games. In addition, the "Twelfth Five-Year Plan for the Development of Service Trade" and the introduction of preferential tax policies for the animation industry have made the slow-developing animation industry see a new dawn. In 20 10, the total output value of animation industry reached 47.084 billion yuan, an increase of 27.8% compared with 2009. Guangdong Province ranked first with1686.7 billion yuan, while Shanghai and Hunan ranked second and third with 5.090 billion yuan and 4.655 billion yuan respectively. In terms of market segments, in 20 10, 385 domestic TV cartoons were produced nationwide, with a duration of 220,530 minutes, up by 19.57% and 28.35% year-on-year. In 20 10, the scale of online animation market has increased from 100000 yuan in 2005 to 79 million yuan, and the growth rate has climbed from 25% to 93%.

I believe that the introduction of tax reduction policy can reduce the burden on enterprises and increase their profit points. Although the preferential policy of 3% business tax for animation enterprises is highly praised by animation enterprises, there is still room for further tax reduction in China's animation industry. Under the huge market demand, China animation is actually looking for a way forward, such as Mickey Mouse's rapid popularity in the market. With the development of society and the progress of science and technology, the influence of animation products is increasing, and the extension of animation industry is also expanding. From books, audio-visual products, film and television dramas, online animation, mobile animation, animation games to derivative products extending to many industries, a complete industrial chain has been formed. According to the development process of animation industry in Korea, Japan, Europe and America, there are two kinds of animation industrial chain processes: one is "the creation of diffuse pictures-the publication and distribution of books-the production of film and television cartoons-the broadcast and screening of TV stations and cinemas-the distribution of audio-visual products-the development and marketing of derivative products"; The second is "the creation and production of film and television cartoons-the broadcast and projection of TV stations and cinemas-the publication and distribution of animation books-the distribution of audio-visual products-the development and marketing of derivative products". From the development of animation derivatives industry in Japan, South Korea, Europe and America, the animation derivatives market is the most important and profitable link in the animation industry chain. China animation derivatives market has a huge development space. Although the output value of animation derivative products in China accounts for 30%, which is far from 70%-80% in developed countries, the market development potential is huge, with an annual growth rate of at least 20%. China's animation derivatives still rely on foreign animation industry, and the mature animation images in China are only Pleasant Goat, Big Wolf and Blue Cat. Therefore, it is an important task for domestic enterprises to attach importance to the animation industry chain and profit model and strengthen the authorization and development of derivatives market.