The Father Of "Pleasant Goat": Reluctantly Refused To Give Up, Almost Gave Up.

According to the conservative estimate of anime experts, the derivatives of "pleasant goat and grey wolf" are worth more than 1 billion yuan at present. Some people have joked that this is the most profitable "sheep" and "wolf" in China's history.

And one hand created 1 billion yuan value is known as "the father of pleasant goat" Guangdong original power Culture Communication Co., Ltd., general manager Lu Yongqiang.

How did he start his own business?

Many years ago, Lu Yongqiang put down the identity of famous Hongkong writers and famous poets, and put down many "Ten Golden Melody" awards, which were won by Alan Tam, Leslie Cheung, Anita Mui and many other red star's lyrics. They only went up to Beijing to develop.

The editor and Zhang Jianting, a famous Hongkong director, have had some exchanges with his office in the Oriental Plaza. The topic is "the status quo and future of the development of China's film and television entertainment industry".

Lu Yongqiang went to Guangzhou alone, founded the original power culture communication company in Guangdong, began the original animation production road, and became a new generation of Chinese animation industry leaders.

"Pleasant goat and grey wolf"

Its original animated cartoon "pleasant goat and grey wolf" has been popular in nearly 50 TV stations throughout the country since August 2005.

In Beijing, Shanghai, Hangzhou, Nanjing, Guangzhou, Fuzhou and other cities, the highest ratings of "pleasant goat and grey wolf" are 17.3, far exceeding the overseas cartoons broadcast at the same time.

In addition, the film is also popular in countries such as Hongkong, Taiwan, Southeast Asia and other countries.

In January 22, 2009, the seventh day of the national exhibition, "pleasant goat and grey wolf", planned and organized a cross boundary Symposium. The participants were the elites and heads of various industries such as film, television, education, literature and art, animation, tourism, toys, gifts, gardening, fine arts, communication, and material flow. This is the first time that China has crossed the boundary for an animated movie.

Lu Yongqiang specifically talked about how he and his colleagues persisted in the sour and spicy way of original animation, and aroused strong resonance among the participants.

After the Spring Festival, the box office of "pleasant goat" is booming. Lu Yongqiang has become the focal point of the animation and media circles in the country. Wang Lei, vice president of Shanghai cartoon channel, said: "Lu Zong's voice has been hoarse in the face of the mountain trip."

"Pleasant goat" is the most successful national animation movie box office champion in history. It is a collective success of Chinese film, TV, print media, network media, cinema and so on.

In fact, many of the materials in "pleasant goat and big wolf" are directly derived from life, and the grey wolf in cartoons is a bit like me.

The grey wolf is cruel to the little fat sheep, but he is very good to his wife.

I almost never heard of this. Every day I heard my wife say, "go out to write a book to earn money to support your family," and the red wolf said, "go and catch sheep."

The success of "pleasant goat and grey wolf" is due to Lu Yongqiang's animated complex.

"Grew up watching animated films from childhood, and now Altman, Superman, Doraemon...

They are all foreign products. I have always wanted to be original Chinese anime. "

Thus, under a chance coincidence, Lu Yongqiang put down many famous Hongkong writers, famous poets and many other auras, and a group of young people with the same animation dream started the original Chinese animation tour.

However, things have not been plain sailing.

They worked hard to create the first animation - "baby daughter good mother" has won a good rating, but advertising can not be sold at all, the development of the role of the animation toys in the store nobody cares.

"5 years of painstaking efforts to recover capital."

Lu Yongqiang said with emotion.

Although the process is very painful, Lu Yongqiang did not give up the persistent pursuit of Chinese original animation.

"We are starting to re elect roles and choose themes.

Finally, the selected "wolf" and "sheep" are selected from the animation images of the 10 groups of employees of the company.

In order to subvert the impression that the Chinese animation was young, simple and enlightened, the core principle that Lu Yongqiang set for "pleasant goat" is to be happy and not preach.

At that time, the original power and TV station signed 208 sets of "pleasant goat and big wolf" each year.

Compared to the average annual output of the dozens of years, the young team means unprecedented pressure.

"At that time, it was daytime," Cats "were in the building, and they were group takeaway for meals. In the evening, they often worked overtime until 12 at midnight, and the more than 50 people worked together very spectacular.

At that time, the security guards on the night shift of the office buildings were frightened at first, and asked us, "what is your company doing? Why do so many people always leave in the middle of the night?"

"Pleasant goat and big wolf" finally showed the cartoon channel in Shanghai.

"At that time, it was the only ten original animation made by foreign animation, and it was unique in its original animation."

However, with the increasing production of "pleasant goat and big wolf", the cash flow of the company is very tense.

"At that time, some people took the initiative to come to the door, and invited us to do the processing of overseas cartoons with the price of tens of thousands of pieces, and promised to have cash in cash immediately."

Lu Yongqiang knows that more than 100 animators in the company are directed at original animation, and no one wants to be a OEM factory for foreigners.

So Lu Yongqiang reluctantly refused the list.

The next dilemma seems even more difficult.

The design director of "baby girl good mother", "pleasant goat and big wolf" animated image design director left, so that Lu Yongqiang felt an unprecedented pressure: "at that time, the situation was like a chess game to lose, if given up, definitely lost.

If you want to turn the tables, you can't give up.

Pleasant sheep and grey wolf's way of follow up

Now with Guangdong original power Culture Communication Co., Ltd.

And ice cream.

Speaking here, Lu Yongqiang said with some emotion: "thank you very much for the cooperation with us. Their dedication and their sense of responsibility for the product have given me great confidence and emotion."

"Pleasant goat" has launched dolls, books, stage plays, mobile games, ice cream and other related products so far. Among them, the "pleasant goat" series of books sold over a million, ranking the top 10 in the book sales list, and is one of the pupil's favorite pocket books.

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For the 80 million yuan box office revenue, Lu Yongqiang said, "totally unexpected."

Later, he said, "because there is no reference number in history, our expectation is about 30 million yuan, due to the best 3D.

Let Lu Yongqiang not think of many: many young production teams in Beijing actively go to the cinema to support the box office. They think that the success of "pleasant goat and grey wolf" is not only the success of Lu Yongqiang, but also brings great hope to the entire animation industry. It brings spiritual comfort to the friends who persist in the first line of animation. "We are proud of" the pleasant goat and the grey wolf ".

With less than 80 million yuan a month's performance, what is the next step? In the case of the imperfect animation industry chain, how does Guangdong original power culture communication company face the extension of the industrial chain?