Hangzhou'S Cultural And Creative Industries Are Going Upstream.

"In the first half of this year, the growth rate of the city's cultural and creative industries reached 16.5%, and the annual growth rate is expected to be 5 percentage points higher than the GDP growth rate of the whole city."

Yesterday, the head of the Hangzhou cultural and Creative Industries Office said that in the face of the impact of the international financial crisis, the cultural and creative industries were developing upstream, revealing a pleasant surprise.

Hangzhou's original animation sales to Europe, the economic cold current profit is still doubled, near the end of the year, when many enterprises were affected by the financial crisis for whether to lay off or cut their salaries, Zhao Bin, director of Hangzhou time film and television culture communication company, was worried about not being invited.

"There are too many monads in hand."

Mao Zhaobin said frankly, "the shortage of talent is the biggest difficulty for the company at present. We are recruiting and training employees on a large scale."

Time and space is the largest 3D original animation company in China. Its output ranks first in the country. Its "doodle" cartoon series has been playing continuously on CCTV children's channel.

In 2008, the company's output value increased by 60% compared with the same period last year, and its profit grew by 110%.

The investigation of Hangzhou cultural and creative industries office shows that, due to the impact of the international financial crisis, the export of embedded software and other products in Hangzhou's cultural and creative industries has dropped significantly. However, the export of animation, games and other products has maintained a relatively high growth, and many enterprises are showing an upside down trend.

The Hangzhou brilliant times culture pmission company, which is famous for making animated films, ranks first in the production of animated films this year. Its overseas sales increased by 60%. The export volume of animation products of Zhongnan group cartoon and Film Co., Ltd. ranked first in the country this year, and for the first time realized profits. Overseas sales of space time film and television reached about 6000000 yuan this year, up 150% over the same period last year, and the products have been sold to more than 20 countries and regions in Europe, the Middle East and Southeast Asia.

"Children from Denmark, Finland, Romania and other countries in Europe are watching our cartoons."

Mao Zhaobin said that the three dimensional animated cartoon produced by space time film and television has been comparable to that of Japan and Korea, but the price is only 1/3 or even 1/5.

Mao Zhaobin said that the financial crisis made the western population tight. They would pay more attention to cost performance when choosing products. This is also a market opportunity brought by the financial crisis to the Chinese animation industry.

"In 2009, our production scale is expected to double, and this growth rate is likely to continue for several years."

The animation industry is going to enter the children's clothing industry, and the pformation and upgrading of traditional clothing enterprises. Animation sales are far from the whole animation industry. Children's toys, stationery, food, books and other derivatives are the real blue ocean of the animation industry.

During the summer vacation, a cartoon named "dragon and legend" was broadcast on CCTV's children's channel. The Zhejiang Tai Zi Long culture communication company, which launched the cartoon, is located in Binjiang District, Hangzhou. It is a well-known clothing enterprise in Zhejiang -- the Tai Zi Long Group invested tens of millions of yuan.

Before long, "Dragon Prince" series of children's clothes, with the main cartoon characters "Dragon Prince" and "dragon Bei Bei" as the main design elements, were listed in more than 300 stores nationwide.

As an independent brand, Dragon Prince is expected to add 30 million yuan to Taizi group this year.

To promote children's clothing sales through animation, and further promote the upgrading of traditional garment manufacturing industry, is the strategic thinking of the "wading" animation industry.

Xu Yongji, chairman of Tai Zi Long culture communication company, said that as a leading manufacturer of men's casual wear, Tai Zi Long group started its industrial upgrading three years ago, and leveraging the animation industry to enter the field of children's wear is an effective way to promote the pformation and upgrading of the traditional industry by the cultural industry.

"Tazi dragon has a mature brand and sales channels, using animation industry to design, produce, sell, brand and other upstream and downstream links to form a flat industrial chain, which can achieve twice the result with half the effort."

In the context of the international financial crisis, many clothing manufacturing enterprises in China have contracted production in succession, while Taizi dragon group is still accelerating expansion: the 200 mu Tai Zi Long Industrial Park, located in the Xiaoshan economic and Technological Development Zone, will be put into operation in 2009. After children's clothing, the "Dragon Prince" series of stationery, toys, food, animation books and other animation derivatives will be put into the national market.

Now, Internet telephony is better selling Hangzhou technology enterprises in search of danger. When many small and medium-sized enterprises are worried about financial crisis, a network company in Hangzhou has cast their sights on small and medium-sized enterprises and gained "unexpected" gains.

This year, the UUCALL (voice communication) registered by Hangzhou excellent network technology Co., Ltd. has exceeded 20 million, and its annual sales performance has increased by nearly 200%.

Mr. Li, general manager of the company, has found that this year, the company is almost effortless in promoting this product, and the number of small and medium-sized enterprises has increased dramatically.

"Economic downturn, many enterprises are trying to control costs, such as telephone charges, through UUCALL can save a lot of costs, many enterprises are very happy."

A new network call center developed by the company is also popular among SMEs.

Compared to millions of tens of millions of call centers, this network call center is not only saving money but also saving money.

Recently, Hangzhou has put forward the strategic goal of establishing the "3+1" modern industrial system. As a "1" cultural and creative industry, Hangzhou is an important part of the modern service industry promoted by Hangzhou. It is also an effective means to cope with the challenges of the financial crisis.

In the economic downturn, people have more leisure time and need more cultural products to replenish their brains or comfort their minds.

This is what economists call the most direct manifestation of the lipstick effect.

"Lipstick effect" comes from overseas description of some consumption phenomena: whenever the economy is in recession, people's consumption will turn to cheap goods. Lipsticks are not only necessities but also cheap and whitewash, which can give consumers psychological consolation.

From the point of view of history, almost every cultural crisis related to industry will benefit from the "lipstick effect" after almost every economic crisis. In the period of economic depression from 1929 to 1933, almost all industries in the United States were quiet and cold, but the Hollywood films took the opportunity to fly. In the last century, after the economic crisis in 70s, the Japanese animation industry was rising rapidly. In the Asian financial turmoil, South Korea was greatly affected, but then put forward the policy of "cultural establishment" to save the nation, so that the "Korean wave" swept all over Asia.

For Hangzhou's economy, the cultural and creative industries that are going against the trend may be the beautiful lipstick.

"From the current development trend, from 2008 to 2015, the growth rate of Hangzhou's cultural and creative industries may exceed 5 percentage points above the GDP growth rate of the whole city," he said.

Hangzhou culture and Creative Industry Office official said that in addition to using the lipstick effect to accelerate development, Hangzhou's cultural and creative industries will also take the initiative to make use of software development, information services, industrial design, etc., to provide strong support for the pformation and upgrading of traditional manufacturing industries.

At the same time, influenced by the financial crisis, Hangzhou's cultural and creative industries are also under great pressure in terms of investment and financing.

To this end, Hangzhou has set up a special fund for the development of cultural and creative industries. In 2008, the total investment amounted to 152 million yuan, and next year it will reach 180 million yuan.

In addition, Hangzhou has also launched a financing support plan specifically for cultural and creative industries. The latest "gem flow" credit trust product has entered the stage of project evaluation.

"The use of such financing products will pry 3-5 times of social capital, thereby greatly easing the financing difficulties of cultural and creative industries."

Through the joint efforts of the government and enterprises, the cultural and creative industries in Hangzhou are becoming a "big selling" lipstick in the global economic downturn through the industrialization.

Equipped with the "creative motor" Hangzhou economy, it is expected to accelerate the pformation and upgrading, enhance the ability to resist risks, and form its own strong core competitiveness.

Yang Jing: editor in charge