Abstract
During 2011–2012, the Chinese animation industry was primarily characterized by rapid growth and a move towards standardization. According to industry analysis, the size of the Chinese animation market reached CNY 32.1 billion in 2012, growing 23.9 % from 2011. There was also an increase in the scale of the animation industry on-air market, growing 36.5 % from 2011 to CNY 10.1 billion and accounting for 31.5 % of the overall animation industry. Alongside this, there was an increase in the animation derivatives market of 18.9 % compared to 2011, which reached a size of CNY 22 billion in 2012, accounting for 68.5 % of the overall animation industry market in that year [1] (Table 5.1).
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