20211029--短视频行业：3D动画短视频研究

Industry Overview - 3D animation short videos refer to animated series with single episodes under 2 minutes, distributed via traditional long-video platforms, new short-video platforms, and social media [2] - The industry has evolved through three stages: 1) pre-2015 traditional distribution, 2) 2015-2017 social media distribution, and 3) post-2018 short-video platform distribution [2] - The market is still in its early stages with significant growth potential, as high-quality content producers remain limited [4] Market Landscape - Lightweight situational comedies dominate the 3D animation short video market, accounting for 73% of content [7] - Comedy situational dramas are the most common theme, with animal personification and virtual characters making up around 60% of protagonists [9] - The market is currently a blue ocean with ample room for development, as evidenced by the emergence of high-quality content like "Yichan Little Monk" and "Nai Long" [4] User Demographics - The 31-40 age group accounts for 34% of 3D animation short video viewers on Douyin, with a TGI over 100, indicating strong popularity among 80s-born audiences [11] - Male audiences prefer works with strong protagonists and alternative worldviews, such as "Mr. Bone" and "Pingtouge" [14] - Female audiences favor romance-themed content with strong storylines, exemplified by "Shi Xuesheng" and "Shun Huo Nuan Xi Jing" [16] Content Production - Traditional 3D animation production costs range from 20,000 to 200,000 RMB per minute, while emerging methods like animation editors and XR technology offer lower-cost alternatives [19][20] - Animation editors like "Da Song Ying Hua" have enabled UGC content creation, allowing for character design, scene building, and interactive storytelling at reduced costs [22][23] - XR animation integrates virtual characters into real-world settings, enhancing realism and interactivity, as seen in popular IPs like "Jiang Xiaoyu" and "Zhu Xiaopi" [28] Industry Players - MCNs and animation companies dominate production, with MCNs often managing multiple IPs for cross-promotion [29] - Dayu Network stands out as a leading MCN, with successful IPs like "Yichan Little Monk" (46.96 million Douyin fans) and "Asi and Xiaolingdang" (11.85 million fans) [32][33] - The company has developed a comprehensive IP operation system, including long-form content development and diversified monetization strategies [36] Content Development Trends - Short videos serve as effective tools for audience cultivation and market testing, complementing long-form content development [37] - Existing IPs are expanding into long-form content, with examples like "Jiang Xiaoyu" developing into the movie "Call Me Jiang Xiaoyu: Double Fish Tale" [40] - The industry is exploring various content formats, including TV series and theatrical films, to enhance IP value and monetization [37][40] Monetization Strategies - Advertising remains the primary revenue source, with over 90% of accounts relying on brand partnerships [41] - IP licensing and merchandise sales are emerging as important revenue streams, with products ranging from physical collectibles to digital assets like custom wallpapers and emojis [41][43] - Some IPs are experimenting with live-streaming e-commerce, as demonstrated by "Jiang Xiaoyu"'s virtual live-stream attracting over 350,000 viewers [41] Industry Outlook - The market is still in its early stages, with significant potential for IP development and technological advancement [48] - The fragmented nature of user time and the continued growth of short-video platforms create favorable conditions for 3D animation short video expansion [48] - As production and operation mechanisms mature, the development of long-form content and theatrical films is expected to become a natural progression for successful IPs [48]