Grandpa Four contributed to the shooting of cartoons.
Su Yongle 1992 has been developing in the United States since 2002, doing some children's books creation and participating in some authorized businesses, such as Spider-Man and Shrek, which are familiar to everyone. Su Yongle, who opened some clothing stores after returning to China in 2003, began to think about brand issues. He said he also wanted to cooperate with foreign brands. But first of all, I think the time is very short, and secondly, the price is more expensive. Moreover, some brands have not landed in China, and their popularity is not enough.
At that time, Su Yongle just came to Beijing and met "Grandpa Four" Liu Yongqiang in the office behind Xiaoyun Road Restaurant in Weibo. At that time, Lu Yongqiang made a 40-episode animated film "Baby Daughter and Good Mother", and the ratings were not bad. They want to keep filming. But after reading it, Su Yongle said that the only product that the whole family can make is their puppy. Because he felt that the elements of this product were not enough, Su Yongle discussed with the company how to develop a product that can be made. After reading many different characters and themes, I chose this story of wolf and sheep.
Watch TV behind closed doors before the animation begins.
Before investing in filming in 2002, Su Yongle locked himself in Guangzhou Garden Hotel for two weeks and watched TV exclusively. He said that at that time, he found that the TV broadcasting mode in China was different from that in Japan and the United States. Japan made an animated film. If it is 52 episodes, broadcast one episode every week, which can be broadcast for one year. In the United States, they also broadcast an episode of 13 cartoons every Saturday morning, which can be broadcast four times a year. However, Su Yongle said that the Garden Hotel where he stayed was just opposite Guangdong Taiwan and Guangzhou Taiwan. What they broadcast is a bit repetitive. Because the films they bought are actually the same. But as competitors, they may buy a movie on Friday and broadcast it three days later. This consumption pattern made Su Yongle realize that it is impossible to build a brand just by shooting 40 episodes or 52 episodes.
Su Yongle said that the result of that year's consideration was that in the foreseeable future, it would take a lot of shots and cost a lot of money. So at the beginning of shooting, I decided not to do three-dimensional or two-dimensional, but to do it with the cheapest flash. However, he also laughed and said that it may be because of this quality problem that Pleasant Goat and Big Big Wolf has not been broadcast on CCTV for several years. In the summer of 2008, CCTV premiered a 60-episode cartoon "Yang Yang Games", which covered more than 70 provincial and municipal TV stations in China, with high ratings.
First broadcast, two yuan a minute.
Since it was broadcast on TV in 2004, the feedback of Pleasant Goat and Big Big Wolf is that the broadcast effect is good and another 100 episodes will be filmed. So from four years in a row to 2008, almost 400 episodes were filmed. But Su Yongle said that he actually didn't make any money in those four years. Ice cream, clothes, books and other peripheral products are actually being made at the same time, and they are also doing well. But it is more difficult to sell movies to TV stations and recycle them there.
Su Yongle, for example, said that because her mother is from Nantong, Jiangsu, she is half from Nantong. Once I had dinner with the secretary of Nantong, and the secretary said that you had cartoons, so you went to talk to our Nantong TV station. Later, the director of Nantong TV called him and said that he hoped to buy this film. Su Yongle was very happy and said yes, how much is a minute? The director said, "Two dollars". Two yuan a minute, each episode 12 minutes, 24 yuan. However, it costs 100 yuan for each tape delivered to the TV station, not counting the postage. And the TV station only gives you 48 yuan. Su Yongle said that this seems a little low, and our Jiangsu province seems to be a little higher, seven yuan a minute.
At that time, it was, but it must be a little high now. But Su Yongle said that now some animation companies, who are making new cartoons, will face the same situation. Nowadays, TV stations can't afford many cartoons. But there are more than 10,000 animation companies in China. He often joked that there should be eleven CCTV children's stations, and only from CCTV children to CCTV children's eleven can so many films be made.
Suggest peers,
Pay attention to the promotion of distribution and product identification.
Talking about the animation industry in China, Su Yongle said that he felt that it was still in its infancy. There is a lot of space, and he feels that the next decade will be the stage of its slow growth. He said that China can produce at least twenty sheep.
Su Yongle not only makes toys and children's clothes himself, but his family has been doing toy business since 1970. So when he first invested in this cartoon, he made it clear that his purpose was to sell toys and make peripheral products. He said that this model is similar to Japan, where products and toys are ordered first, and then movies are made. In his view, most animation companies in China are now focusing on the design of animation itself. But there is no good consideration for image improvement. And there is no good concept about how to put products and image design together. For example, in cooperation with a toy company, we put their design into animation, and they turned it into a good toy.
Turn to App, and the customer base has not changed.
Originally, it was to promote Pleasant Goat's latest stage play "Pleasant Goat and Big Big Big Wolf's Little Grey Wish", which will be staged in Beijing in June+10, 5438, but he didn't know much about the stage play mentioned by the reporter. Just say that the team, like the first two stage plays, takes gray as the main line.
It turned out that Su Yongle felt that the future was an era of rapid growth of the Internet, so he shifted his focus to the children's App market. He said that he now comes to Beijing almost every week, mainly to kindergartens, and his customers have not changed. They made something with 1200 applications. Let children learn Chinese, English, mathematics, etc. through entertainment and games. At the same time, the company has also developed a course to stimulate the originality and thinking ability of the right brain. They added animated images such as Pleasant Goat to these courses. He said that these e-books and e-education courses have been used in primary schools in Hong Kong for one year.
have a conversation
Reporter: Does the company have any plans to shoot other cartoons at present?
Su Yongle: No.
Reporter: Will Pleasant Goat and Big Big Wolf be filmed all the time?
Su Yongle: It seems so now.
Reporter: What is the current focus of work?
Su Yongle: I mainly go to kindergarten, and then I will go to some universities to tell young people something about creation.
Reporter: What kind of cartoon characters do you think are easy to succeed?
Su Yongle: I can't say how easy it will be. Much of this depends on the market behind you and how you promote it. This is more important.
Reporter: Why did you choose such a story of wolves and sheep? Su Yongle: We consider that there are always stories about wolves and sheep in fairy tales, and children have profound stories about wolves and sheep. Actually, there is a joke. At the beginning of registration, it was not called Pleasant Goat Big Wolf, but lazy Goat Big Wolf.
Reporter: Some people say that Big Wolf and Red Taro have a bad influence on children. Will there be some changes in the future?
Su Yongle: I wonder if the writers behind will change. In fact, it is not good for the company to change this antagonistic situation again. When we designed it, we didn't expect that the relationship between Big Wolf and Kotaro would have such a deep influence. It was an accident. It was a complete accident. I haven't thought about it before, because our theme is that the wolf wants to eat pleasant goat, which is the opposite. Actually, it's a reflection of cats and mice.
Reporter: Which character do you like best in Pleasant Goat and Big Big Wolf?
Su Yongle: I like boiled sheep myself. Kind of like me. I don't think about things.
Reporter: What is the most profitable piece at present?
Su Yongle: The latest data is not clear. The data for 2009 are drinks and food. Because this market is the largest. Toys, 2009 seems to be the sixth or seventh. Because there are too many pirates.
Reporter: When you talk about the TV broadcasting mode in China, some TV stations have started to broadcast TV dramas on a weekly basis. Have you ever thought that the broadcast of cartoons will change like this?
Su Yongle: I hope there will be such a change. This is a good change. Because it will lengthen our production cycle a little. But it all depends on the thinking of the whole operation of the TV station. Because it is equivalent to its entire ecological model, it is difficult for him to change suddenly, and we have adapted.