中国IP出海"新三样"：网文、网剧、网游如何征服全球市场
中国网络文化产品正在全球掀起热潮。根据中国作家协会发布的《2023中国网络文学蓝皮书》，截至2023年，中国网络文学海外市场规模已超40亿元，海外活跃用户近2亿人，覆盖200多个国家和地区。
China's online cultural products are taking the world by storm. According to the "2023 China Online Literature Blue Book" released by the China Writers Association, by 2023, China's online literature overseas market size has exceeded 4 billion yuan, with nearly 200 million active overseas users covering more than 200 countries and regions.
网文、网剧、网游这三大文化出海"新三样"已成为中国文化输出的新名片。多部国内观众熟悉的"玛丽苏"短剧在欧美掀起狂潮，ReelShort应用甚至一度超越TikTok登上应用商店娱乐榜第一。
The "new three" cultural exports - web novels, web dramas and online games - have become new business cards for China's cultural exports. Several domestic "Mary Sue" short dramas familiar to Chinese audiences have sparked a craze in Europe and America, with the ReelShort app even surpassing TikTok to top the entertainment charts in app stores.
从"走出去"到"走进去"的出海策略
From "Going Out" to "Going Deep" Export Strategy
枫叶互动北京公司总经理南亚鹏表示："改编是一个本土化的过程，我们会根据欧美市场的世界观来调整情节桥段，让欧美用户能够切身理解，不只是简单翻译文本。"该公司推出的ReelShort平台通过全链条海外团队管控，确保内容符合当地观众口味。
Nan Yapeng, general manager of Maple Leaf Interactive's Beijing company, said: "Adaptation is a process of localization. We adjust plot elements according to the worldview of European and American markets, enabling Western users to truly understand, not just through simple translation." The company's ReelShort platform ensures content matches local audience preferences through full-chain overseas team control.
微游互娱营销副总昊章强调："把握人文差异是关键。印度受众可能更喜欢简单游戏，越南人则更爱国风元素。不同国家的宗教信仰也是企业需要严格把握的底线问题。"
Hao Zhang, deputy general manager of marketing at Microgame Interactive, emphasized: "Understanding cultural differences is key. Indian audiences may prefer simpler games, while Vietnamese players favor Chinese-style elements. Different countries' religious beliefs are also bottom-line issues companies must strictly observe."
全球共创：文化出海新趋势
Global Co-creation: New Trend in Cultural Exports
阅文集团副总裁杨晨表示："网文出海已进入'全球共创IP'新阶段。我们会加速本土化和全球化融合发展，利用AIGC加速翻译，打造全球共创平台，培育海外创作者。"
Yang Chen, vice president of China Literature, said: "Online literature export has entered a new stage of 'global IP co-creation'. We will accelerate the integrated development of localization and globalization, use AIGC to speed up translation, build a global co-creation platform, and cultivate overseas creators."
雅文传播总裁办助理孙亚军指出："华语内容在东南亚市场已占34%份额，超过韩国内容。中国高质量剧作在海外评分网站表现优异，文化相近地区更容易接受中国文化产品。"
Sun Yajun, assistant to the president of Yawen Communication, pointed out: "Chinese content already accounts for 34% of the Southeast Asian market, surpassing Korean content. China's high-quality dramas perform well on overseas rating websites, with culturally similar regions more receptive to Chinese cultural products."
随着中国文化产业不断成熟，网文、网剧、网游这"新三样"正通过本土化改编、全球共创等创新模式，让更多海外用户"上头"，成为中国软实力输出的重要载体。
As China's cultural industry continues to mature, the "new three" of web novels, web dramas and online games are making more overseas users "addicted" through innovative models such as localized adaptation and global co-creation, becoming important carriers of China's soft power export.
