Publisher： Why don’t we have a long-selling work like Marvel？
Posted On 2020-07-14
Publisher: Why don’t we have a long-selling work like Marvel?
In the decline of traditional comic strips, Japanese and American comics entered China in the 1980s and 1990s. Foreign comic books became many childhood memories of the 1980s and 1990s, and are also the enlightenment of many Chinese comic creators today.In the 1990s, we appeared a periodical that published domestic comics like “Picture Book King”. Later, with the promotion of the country, official and unofficial journals also appeared one after another; the publication of domestic comics also appeared.Regarding the argument of “the rise of the nation”, the publishing industry has held that the publishing market of “nation” is in a new upward period in China.In recent years, Guoman has developed rapidly on the Internet platform and has also had an impact on traditional publishing.Jilin Fine Arts Publishing House, which once published “Doraemon” and “Ranma 1/2”, which was once a lively country, published mainly comics.In 2004, Jilin Fine Arts Publishing House founded the monthly comic magazine “Jimei Comics”. In 2006, it was divided into “Long Man” and “Long Man Boy Sunday”. Until 2014, the latter is a domestic comic of Jilin Fine Arts Publishing House.The main position for serial publication.Cover of “Longman Boy Sunday” magazine.Gu Xueyin, editor-in-chief and co-founder of Mancai Mancai Culture Communication, was the executive editor-in-chief of “Longman Boy Sunday”.From 2005 to 2014, Gu Xueyin has been working in the comic publishing industry.According to her observation, before 2005, Guoman was still in the groping stage. The authors of comics were basically the first generation of readers who were nurtured by Japanese comics. The style of painting was closer to Japanese comics.The contribution fee is their only income.At that time, “Guo Man” was called “original manga”, and it was difficult to assemble and publish as a single book.Around 2005, the first batch of comic magazines were closed.The first batch of comic book publishers began to realize that Chinese original comics need more commercial operations.As a result, “Guo Man” magazines and publications were gradually supported by the state and publishing houses, and turned to cultural media companies for guidance.In 2004, the Japanese manga information magazine “Manyou” began a comprehensive transformation to serialize domestic comics.According to Lai Chunhui, general manager of “Manyou Culture”, “Manyou” has only experienced a few months of pain from the Japanese Manman Information Magazine to the domestic comic serial magazine.In 2004, “Manyou” and related organizations hosted the “Golden Dragon Award”, which is still one of the most important awards in China’s original comic industry.At that time, “Man You” used the entertainment star style to create the popularity of cartoonists, tapped a group of original cartoonists through the competition, and further gathered popularity through serialization of magazines and the publication of separate booklets.”Before the impact of the online comics, the publication of” Guo Man “was still a relatively lively state.At the same time, color cartoons with Chinese characteristics have gradually become more popular with young readers than traditional black and white cartoons that follow the Japanese tradition.At that time, people used to read pirated Japanese manga online, but they needed to pay to watch “Guman”.According to Gu Xueyin, in 2010, hundreds of thousands of copies of the best-selling full-color comic book were printed.According to Lai Chunhui, the humorous comic series “Funny School” launched by “Man Friends” has sold tens of millions of copies.Cover of “Cute School”.”Many authors have long been financially free.”Gu Xueyin said.Under the impact of the Internet: The magazine is seriously affected. Around 2010, the popularity of the online comic “100,000 Cold Joke” and the cartoonist Xia Da were invited to participate in the Spring Festival Gala, so that the domestic comics that were in a niche position began to attract public attention.However, with the development of the Internet platform, domestic comic magazines have been greatly impacted, and a large number of magazines have been suspended. At present, only a few physical magazines such as “Man Friends” and “Intimate Friends” have been left.”Manyou Culture” had several magazines published at the same time, and currently there is only one “Manyou”, which is now a symbolic existence of the brand.From magazine publishing to online platform publishing, the process of editing and publishing on different platforms varies.The editor of “Manyou” magazine will cooperate with the author from the beginning to create, and provide market feedback to the author in time.The operation mode of “Longman Boy Sunday” is similar to that of the Japanese magazine. The author usually completes the project from conception to completion by himself (or adding one or two assistants). The editor is responsible for reviewing the manuscript. The importance of each factor in the review is as follows:Story> Style> Split Screen> Character Design> Painting Techniques.Because painting skills can be improved through practice, they are fixed at the end.Magazine publishing has relatively high requirements for comic authors.For example, the newcomer author must first pass a few short stories, test the degree of welcome, and then work together with the editor to plan a long series.”Now that comics are published online and Zhou Zhou needs to be changed, it is more likely that comic writers and script writers collaborate, and comic writers’ story creation ability is no longer a priority.”Gu Xueyin, who is currently working in the field of online publishing, talks about the threshold for the creation of online comics, and the interesting story has become the most important factor.In addition, whether it is paper publishing or online publishing, if comics are to be popular, they need to have enough affinity for the characters to let readers “cut the love” and grow together with readers.”Manyou” magazine cover.After the impact of the Internet on the mode of “publishing with publications”, the journal of “Manyou” magazine gradually changed into a supplier of content on the Internet platform, and looked for suitable works on the Internet platform for publication.Lai Chunhui mentioned that although Internet platforms have a resistance to comic magazines, they have little effect on physical publishing.At present, physical publishing is still an important way to realize Internet comics.He Jing, editor of “New Classical Culture,” mentioned that popular Internet comics may not necessarily be converted into physical publishing, from traffic to publishing, and whether readers are willing to buy it and stay at home.Gu Xueyin also said that the physical publishing is different from before. Physical comic books are more like “peripheral products” of comic works. “People who buy books are basically fans, and the collection is of great significance.”” Guoman “was published, and there is no real” rising “argument for” Rising Manguo. “Gu Xueyin believes that it is referring more to the success of the commercialization of animation.”Guo Man” is now a very broad concept, including comics, but also peripheral products related to animation and anime.Gu Xueyin hopes that the concept can be more clearly distinguished. Domestic comics are “Guoman” and domestic animations are “animation”. Just like the public is used to calling “animation” “anime”, it is appropriate to confuse comics with animation.In the field of publishing, practitioners believe that the current “Guman” is still far from “rising”.Lai Chunhui mentioned that at present, domestic comics are still at a niche level in China, and the total size of readers is still limited. “I feel that it is in an ascending period, and it is not yet a real rise.”Gu Xueyin analyzed that the ideal state of the real rise is” the market can accept different positioning, different kinds of comics and dramas “.However, the “Guo Man” IP that has received attention overall is mainly an excellent work that has been precipitated over the years. Many comics that have been replaced by niche have not received widespread attention.According to Lai Lai Chunhui’s observation, the film and television adaptation of comic serialized works has not yet had a very successful case.We have not yet had a long-selling work like Marvel Comics. For Lai Chunhui and Gu Xueyin, there are two important reasons.The first is the issue of time.The comics market is still developing. Lai Chunhui mentioned that compared to the situation where the early humorous works replaced the mainstream of sales, various comics can find a place, but high-quality works still need time to settle.Nowadays, young people have a variety of entertainment methods, so we need more time to settle than Marvel.In addition, Gu Xueyin also mentioned the problem of creative system.Domestic comics are author-created products, rather than company-focused products like Marvel. Even if the juniors learned by the authors can take over the brushes, the limitations of developing according to the original style are still relatively large.Marvel comics cover.Regarding the future development of domestic comics, Lai Chunhui and Gu Xueyin both mentioned the need to break through the ability to create stories.At present, the drawing work of manga works is comparable to that of Europe, America and Japan, and has shown a unique style.However, due to the relatively young creators and the younger age of the main readers, there are consistent limitations in both redirection and style.Gu Xueyin said: “The remaining weakness and insufficiency of the manga script creators have become comics that also produce serial web adaptations, so domestic comics are becoming more and more online.”Since last year, capital has no longer been keen on the comic industry, and the voice of” caricature winter “has begun to appear in the industry.But in Gu Xueyin’s opinion, it is not necessarily a bad thing.”Comics practitioners can finally return to the level of the paper media era. After eliminating a lot of inferior content, the platform began to consider the way out and revenue. The author began to create seriously, because there is no food without good works.”” Sauna, Ye Wang, Lu Wanting, Editor Wu Longzhen, Proofreader Zhai Yongjun