Japanese Anime Marketing Strategy in China

• Published in: SHS Web of Conferences Vol. 193; p. 04001
• Main Author: Zhang, Rongtian
• Format: Conference Proceeding Journal Article
• Language: English
• Published: Les Ulis EDP Sciences 01.01.2024
• Subjects: Animation; Market strategy; Marketing; Product development; China
• ISSN: 2416-5182; 2261-2424
• DOI: 10.1051/shsconf/202419304001

This study primarily explores the marketing strategies of Japanese animation in the Chinese market. Japanese animation has a vast audience in China. Since China's reform and opening up in the last century, Japanese animation has been extensively introduced to the Chinese market, nurturing a large community of fans since then, laying the foundation for the formation of a massive audience of animation enthusiasts today. With the rapid development of the Japanese animation market, Japanese animation, with its unique style, storylines, and production techniques, has attracted a large number of Chinese viewers. Examples include the widely known “Naruto” “One Piece” and “Detective Conan”. To better expand the share of Japanese animation in the Chinese market, Japanese animation companies have adopted a series of effective marketing strategies, including leveraging Japan's cultural soft power, collaborating on Internet platforms, diversifying promotional methods, partnering with local enterprises, and emphasizing derivative product development. These strategies have contributed to the exportation of Japanese animation. In conclusion, this paper summarizes the successful experiences of Japanese animation in the Chinese market and provides an outlook for the future.