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The road of animation, the national wind is very busy! The winter vacation film list of the movie channel was released wonderfully.


Special feature of 1905 film network The winter vacation is getting closer and closer, and the "God beast" will be released soon. Are you ready? There are resident animation stars such as Pleasant Goat, Big Big Wolf, Xiong Da and Xiong Er waiting for the Lunar New Year in the cinema, and they also need to be accompanied by animation stars at home, so that the "beasts" can have a happy and fulfilling holiday.


In recent years, animated films based on traditional cultural elements have continued to be hot. It is better to follow our topic "Animation Road, National Style is Busy" and have an open aesthetic education class with my family to reserve spiritual food for my children during the winter vacation.


At that time, a national craze was set off;Win favor with hand-drawn animation;Broaden the boundary of animation theme with alternative painting style;Break the ceiling of animated film box office;Deconstructing the story of deity with grand narrative … …



On the animation road, Guofeng is very busy. When the strong Chinese style keeps blowing into the animation lens, the dazzling chapter of the animation story of China’s national style has just begun … …


Ink age


Chinese-style animated films reflect the regional characteristics of China and are the expression style of China culture. Just a few minutes of animation has both the extension of China elements and the connotation of traditional culture.



From 1941, when China introduced the first Chinese-style animation, to the emergence of a large number of Chinese-style animation, Chinese-style animation films had a large number of excellent works in the early prosperity stage.


Make a scene in heaven


During this period, ink animation occupied a large proportion. Shanghai Animation Film Studio’s classic ink animation, such as Mu Di and Shan Shui Qing, is a famous sign in history of animation, China.



At that time, Japanese animated film director Gao Tianxun also mentioned in an interview that "China’s ink and wash cartoons amazed us. It can be said that our works with more blank space are influenced by it. "



With "Little Tadpole Looking for Mom" winning international awards (special award for short film in the 4th Angxi International Animation Festival in France, honorary award in the 4th Cannes International Film Festival, etc.), ink and wash animation, an animation type full of strong Chinese style, has gained international reputation.



In addition to ink painting, Shanghai Animation Film Studio also created many animation types such as paper-cutting, puppet and origami. Together with ink painting animation, they created a moderns in history of animation, China.



It can be seen that the Chinese style animation at that time was still in the extension stage closely combined with China elements, and the picture style of ink animation "emphasizing artistic conception and neglecting narrative" was also difficult to adapt to the rapidly developing market demand.



In the 1990s, when high-quality ink animation was lacking, many overseas animation brands such as Disney and Ghibli continued to develop, and a large number of foreign animations flooded into China, and domestic animation gradually lost its own language. This period was defined by Qian Jianping, director of the American Film Factory as "the transition period for China animation to start again".


The rise of national wind


Compared with the technical experience and talent accumulation required by live-action movies, the rise of animated movies needs more detailed and long efforts.



In 1999, animated films became the last swan song of China traditional fine arts films. This film exhausted the domestic gold lineup at that time, trying to help domestic animation turn the tide.



However, this well-made work, based on China’s classical mythology, failed to conceal the reality of the decline of the industry at that time. The box office record of "Lotus Lantern" of 20 million RMB actually lasted for ten years.It is precisely because of this that the Return of the Great Sage of Journey to the West released in 2015 rekindled the enthusiasm inside and outside the animation industry in China.



The box office of 956 million RMB, full of national flavor, not only makes the animation industry regroup, but also makes people re-examine the significance of Chinese style to animation.



After success, some business giants began to step into the strategic layout of animated film production.There are those who choose Sino-foreign joint ventures and introduce foreign advanced technology animation teams, such as Chinese enterprises and American DreamWorks Animation.eastDreamWorks launched a co-production in 2016.;



Some people choose to start their own businesses independently. For example, Wei Wang, the founder of Tudou, set up "light-chasing animation" and launched many national animation works since 2014.



Some people choose to integrate resources. For example, Light Film "Striped House" invested in many animation studios scattered all over the country to jointly create the "China Myth Series" animation film universe.



In addition, Internet giants such as Alibaba Pictures and Iqiyi Pictures have also begun to make plans for animated film production. With the change of the general environment, Chinese style animation has also begun to usher in a stage of constantly bringing surprises to the audience.The Big Fish Begonia, released in 2016, won the audience’s favor with hand-painted animation with unique Chinese style and won 560 million yuan at the box office.



In 2017, the "Great Protector" with a fierce style and a different style of painting added a unique color to Guofeng animation.



In 2019, Guofeng animation ushered in an outbreak, and Ne Zha lifted the ceiling of animated film box office to an unprecedented height.



White Snake: The Origin tells a traditional story in a modern way.



Reproduce the unique original thinking of China’s two-dimensional animation.



Most importantly, young animation creators have summed up a truth from the ensuing praise: a good story is the most important criterion to judge whether a national animation is excellent or not.


Like the stars


In 2020, the film market was greatly impacted by the sudden epidemic, and Legend of Deification changed files successively. When the film industry resumed, these two national style animations met the audience again.



Although the two films have different reputations, it is undeniable that Legend of Deification showed the super-high level of China’s animation technology with extremely exquisite painting style.



"Mr Miao" broadens the expression boundary and ideological depth of national style animation with unique painting style. China’s animated films not only show better production quality, but also gradually form a cultural character with oriental characteristics.



In the vast universe to be explored, some "stars" have already revealed their light. The unreleased film list is like a small nebula, which is the next direction of Guofeng animation.One of Legend of Deification’s ending eggsDeep seaWith the mysterious underwater world as the story background, the painting style is soft, but it is a sci-fi suspense type work;



It is a subversive remolding of Nezha’s story to take the time background after three thousand years of trouble in the sea;



Created by the original crew of The Return of the Great Sage to the Journey to the West, the story line is still a brand-new interpretation of the story of the Journey to the West before the sequel;



Also released a poster full of ink and wash style, intended to subvert the fate of the previous series … …



It can be seen that these national style animations strive for breakthroughs in both animation style exploration and technical production level. Fortunately, China animation has found a suitable way, and only needs to complete each creation with peace of mind in the passage of time.Starting from this week, WeChat official account, a movie channel, will recommend a weekly list of films for you in winter vacation. I wish you a happy winter vacation in advance!


Relax the car purchase restriction, light up the night economy … 20 new measures to promote more prosperous consumption.

　　How to fully release the consumption potential? A few days ago, the General Office of the State Council issued the Opinions on Accelerating the Development of Circulation to Promote Commercial Consumption (hereinafter referred to as the Opinions), proposing 20 policies and measures to stabilize consumption expectations and boost consumer confidence. Experts said that these 20 measures to promote consumption from the perspective of improving the system and mechanism of consumption growth will have an important impact on consolidating the basic role of consumption in economic growth.

　　Relax purchase restrictions and stabilize automobile consumption.

　　"The measures to promote automobile consumption in the Opinions will help stabilize the automobile consumption market, thus supporting the stable development of the industry." According to Wang Xiaoming, a researcher at the Institute of Science and Technology Strategy Consulting, Chinese Academy of Sciences, automobiles are large consumer goods except houses, which have a great impact on consumption in the national economy. Stimulating the growth potential of automobile consumption is an important starting point for the steady growth of consumption.

　　In July this year, affected by factors such as the switching of previous automobile emission standards, the retail sales of automobile products above designated size decreased by 2.6% year-on-year, and increased by 17.2% in June. "Since last year, the overall automobile market has been sluggish, and there has been the first negative growth in more than 20 years." Wang Xiaoming said.

　　In view of the current downturn in the automobile market, the Opinions put forward that the potential of automobile consumption should be released, and the areas where automobile purchase restrictions are implemented should explore specific measures to gradually relax or cancel the purchase restrictions in light of the actual situation; Where conditions permit, give active support to the purchase of new energy vehicles; Promote the circulation of used cars and further implement the policy of completely canceling the restrictions on the removal of used cars.

　　Zhao Ping, director of the International Trade Research Department of the China Council for the Promotion of International Trade, believes that the Opinions promote the growth of automobile consumption from three aspects. "From the perspective of new car consumption, it is proposed to gradually relax or cancel the purchase restriction policy, which will loosen the new car consumption." Zhao Ping said, "From the perspective of second-hand car consumption, the sales volume of second-hand cars in China was close to 14 million last year. Although this is a large scale, compared with the 240 million cars in 2018, the circulation proportion of second-hand cars is still very low. There is still huge room for growth in the consumption of used cars, so the Opinions propose to promote the circulation of used cars. "

　　"From the perspective of new energy vehicle consumption, the proportion of new energy vehicles in China in 2018 is only 1.09%, and the base is still relatively small, and the future growth space is also very huge." Zhao Ping said, "Therefore, under the background of declining subsidies for new energy vehicles, it is very timely for the Opinions to give active support to the consumption of new energy vehicles in areas where conditions permit." Zhao Ping said that the "Opinions" have targeted and taken various measures to promote the steady growth of automobile consumption, turning the automobile from a drag factor of consumption growth into a traction factor, laying a solid foundation for the steady growth of consumption.

　　"Night Economy" Lights up the Consumer Market

　　According to the Opinions, businesses and markets at night should be enlivened, and special catering blocks such as late-night business areas, 24-hour convenience stores and "Midnight Food Store" should be opened. Where conditions permit, investment can be increased to create night consumption scenes and gathering areas, and supporting measures such as traffic, safety and environment should be improved to improve the convenience and activity of night consumption.

　　The recently issued Opinions on Further Stimulating the Consumption Potential of Culture and Tourism also points out that the night cultural performance market should be enriched, night catering, shopping, performing arts and other services in cultural and tourist sites should be optimized, and the construction of 24-hour bookstores should be encouraged. By 2022, more than 200 national night travel consumption clusters will be built, and the consumption scale of night travel will continue to expand.

　　Zhao Ping believes that the "Opinions" put forward that strengthening the consumption of "night economy" is an inevitable requirement for development. On the one hand, with the improvement of economic development level, the growth rate of per capita disposable income in China has basically kept pace with GDP, ensuring consumption growth. "But on the other hand, the process of urbanization is accelerating, and the pace of life of many people is getting faster and faster, so the time for consumption becomes very limited." Zhao Ping said, "Especially in the daytime, many people squeeze the time of consumption because of their tight schedules such as work, and ‘ Night economy ’ The development of the company provides an opportunity to release the accumulated consumer demand during the day. "

　　Zhao Ping believes that the development of "night economy" creates conditions for people to relieve pressure and improve themselves. The purpose is to better serve the daytime economy and better promote the benign interaction between people’s production and life, so that people can find a balance between work and life and have more sense of happiness and gain.

　　Let the new format innovate and develop in the norm

　　Per capita disposable income’s growth rate slows down, the service sector is in short supply, the circulation link is inefficient and the cost is high … … In the final analysis, many "pain points" in the consumption field should be solved by reform.

　　In Zhao Ping’s view, the Opinions issued this time has carried out the idea of expanding consumption by means of reform. By improving the long-term mechanism of consumption growth, making up the short supply of consumption through the reform of "streamline administration, delegate power, strengthen regulation and improve services", and improving the institutional environment to smooth the circulation channels, consumers can be relieved of their worries, so that they can buy and afford it, and at the same time dare to buy and are willing to buy.

　　The Opinions put forward that it is necessary to promote the innovation, transformation and upgrading of traditional circulation enterprises, promote the development of new circulation formats and new models, conform to the trend of business transformation and consumption upgrading, encourage the use of modern information technologies such as big data, cloud computing and mobile Internet, and promote cross-border integration of business travel styles, forming more new circulation platforms, new formats and new models. Encourage the development of "second-hand goods in internet plus" and "resource recycling in internet plus" to promote recycling consumption. Implement inclusive and prudent supervision to promote the healthy and orderly development of new circulation formats and new models.

　　Zhao Ping also pointed out that the Opinions mentioned that we should adopt an inclusive and prudent regulatory approach to deal with the regulatory issues of new formats. In fact, we should create a relatively relaxed but standardized environment for the innovation and development of new formats. "The speed of new format innovation is very fast, but the construction of our policies, regulations and standards has not kept up with the pace of new format innovation. Therefore, we need to make up shortcomings in the system, so that new formats can innovate and develop in the norms." Zhao Ping said. (Kong Dechen)