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Report on Sino-UK Higher Education Cooperation on Cartoon & Animation
15th - 19th May, Shenzhen, 2014
The United Kingdom’s international organisation for cultural relations and educational opportunities. A registered charity: 209131 (England and Wales) SC037733 (Scotland).
I. EXCECUTIVE SUMMARY The British Council has worked with China International Cartoon & Animation Festival (CICAF) in Hangzhou since 2011 which involved a total of 29 UK and 15 Chinese Higher Education Institutions. The conferences and workshops, study visits, exhibitions, lectures to students and visits to companies under the partnership have yielded concrete academic links, including joint degree programmes, visiting fellow scheme, joint research programme, linking up professional events: CICAF and Creative Animation Knowledge Exchange (CAKE) Festival in 2014 etc. Animation education is part of creative economy and there are strong needs from both the UK and China to extend the collaboration to other cities in China. To respond to those needs, the British Council China identified Shenzhen National Cartoon and Animation Base to be a good partner for such collaboration and accordingly co-created a 3-year programme with it. The first year activities took place in Shenzhen from 15
th to 19
th May 2014
when professionals in the sectors of Cartoon and Animation from UK universities attended China (Shenzhen) International Cultural Industries Fair and the 4
th Shenzhen Animation Trade Fair focusing on establishing
academic and industry links between UK universities and the animation industry in China. The purpose of the programme is not simply to showcase British animation industry or institutions, but to gain a clearer understanding of the state of the animation industries in China, build relationships and partnerships with enterprises engaged in the creative industries in China, and allow UK institutions to further their own internationalisation agendas. This programme resulted in the following four academic-industry links:
Internship Programme between Shenzhen National Cartoon & Animation Industry Base and the UK universities
Training Programme in the UK for animation practitioners from Shenzhen National Cartoon & Animation Industry Base
Joint Programme on future film “Stina and the Wolf” between University of Portsmouth and a Chinese company
Joint Animation Programme between Ravensbourne and some Chinese animation companies And the following two academic links:
Joint Animation Exhibition between Shenzhen University, Ravensbourne and Leeds College of Art
“N+2” programme on Computer Animation between University of Portsmouth and Shenzhen University
Please refer to the outcome section for more details. II. BENEFITS Benefits to the British Council This project was jointly scoped and developed by Shenzhen National Cartoon & Animation Industry Base, supported by the State Administration of Press, Publication, Radio, Film and Television and Shenzhen municipal government. We worked with Chinese partners who contributed to the project design; co-ordinated Chinese participants; secured support from senior officials; provided venue (Shenzhen Exhibition Hall); handled administration and logistics in China; arranged media to cover events; paid for Chinese participants’ domestic travel; covered costs UK participants incurred in China, including 5-star hotel accommodation, meals and local transport and disseminated project achievements, etc. By leveraging on their resources, we are able to deliver more with less, in terms of budget, staffing and reach. 1. By working with Chinese partners, we reached 3 T1s, 300 T2s, and more than 30, 000 T3s within one week for this project.
Page 2 of 14
2. Wrapped under the big umbrella of China (Shenzhen) International Cultural Industries Fair and the 4
th
Shenzhen Animation Trade Fair, this project attracted huge media attention, and was widely and extensively covered by mainstream media, including TV, print, website etc. in and beyond Shenzhen. Below is a brief summary of the news clippings:
Total no. of reports: 216 Total circulation achieved: 13,986,600 Total media value: RMB749,908
* Please refer to Annex I for details of the media reports.
3. We gained credibility among government, HEIs and businesses through this programme. Shenzhen National Cartoon and Animation Industry Base signed a Memorandum of Understanding with British Council to promote exchange and cooperation in the field of cartoon and animation among government, HEIs and business in the two countries. Benefits to the UK 1. Positioned UK as a preferred partner in the area of cartoons and animation. “Animation is one of the most rapidly expanding areas of creative endeavour and technical development in the UK. Consisting of a workforce that stretches across many of the sectors in the creative and media industries, it increasingly enjoys global recognition.” Quoted from CREATIVE INDUSTRIES UK. “UK is at a leading role in the world in the area of cartoons and animation. The UK has an international reputation for its expertise in animation education, short film animation, computer-generated animation and video games. This will be a strategic development for us to establish the strategic partnership with the British Council.” said Ms. Peng Taimin, Director of Shenzhen National Cartoon & Animation Industry Base, after the signing ceremony of the Sino-UK strategic agreement on animation. 2. Contribute to the prosperity of the UK by bringing more Chinese animation practitioners, students and teachers to the UK. The Chinese partner is planning to lead a 15-20 Chinese animation practitioner/teachers delegation to the UK in October 2014 as a follow up event. As direct outcome of the programme, it’s expected that at least 20 Chinese teachers/students will go to the UK if the links between Shenzhen University and the UK universities are smoothly set up. 3. Contribute to the UK outward mobility. Shenzhen National Cartoon & Animation Industry Base plans to establish an “internship” programme to offer placements for the UK students. All the four UK universities expressed strong interests in this. It’s expected that at least 20 UK students will come to China for this internship programme in 2015/16. Benefits to the institutions 1. Provide access to a cluster of right contacts. This programme has provided participating UK HEIs with access to a wide range of Chinese government, universities and business, which cannot be achieved by individual universities. “This programme brought us the opportunity to meet with a wide range of Chinese contacts from government, industry and universities, which we will never make it without the support from the British Council.” said Suzie Hanna, Professor of Animation Education from Norwich University of the Arts. 2. Opens a new window for UK HEIs to engage with Chinese industry. “It gives the delegation visiting insight into Chinese industry links, which is a great learning experience, and something we hope to improve together.” said Joshua Griffin, Technical Tutor and Game Designer from Ravensbourne. “I’m here with an open mind to see the reality of the animation industry here, and to see how we can work with that to the point at which it’s beneficial for everybody,” said Fred Bates, Head of Graphic Design, Illustration & Animation from Leeds College of Arts.
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3. Positive impact to UK higher education sector. “This gave us an insight in how the animation industry is developing globally. Not just commercially but from the teaching and development perspective. Being knowledgeable and aware of different standards, allows not only for us to help but develop ourselves further to encourage growth.” said Dan Dalli, Course Leader (Animation) from Ravensbourne. 4. Two potential academic links were established. “The programme raised the potential for international collaboration and a much needed review of international perspectives in relation to China. The challenges, opportunities and successes that I saw at Shenzen University reflect those faced in the UK albeit from slightly different perspectives. The potential exchange of knowledge, skills and experiences will provide useful insight for academic staff and students developing a truly informed international perspective.” Said Fred Bates, Head of Graphic Design, Illustration & Animation from Leeds College of Art. * For details of the academic links, please refer to the Outcome session. Benefits to individuals Acquired new subject knowledge/skills. When being asked whether you have acquired new knowledge and/or skills from taking part in this programme, 83% of the UK participants chosen strongly agree and 17% chosen agree.
III. OUTCOMES: This well-prepared programme generated abundant Sino-UK collaboration needs and opportunities. Listed below is a summary of these collaboration intentions: University-Industry Links:
Shenzhen National Cartoon & Animation Industry Base will establish an “internship” programme to offer placements for the UK students. All the four UK universities expressed strong interests in this.
Shenzhen National Cartoon & Animation Industry Base expressed an interest in sending animation practitioners from Shenzhen to attend a short-term training in the UK.
University of Portsmouth is establishing a link with a Chinese company to jointly work on a future film “Stina and the Wolf”, so that they can further share their experience and skills with the Chinese colleagues and develop a long term relationship to encourage creatively and develop computer animation skills through production of a CGi feature film.
Ravensbourne has already established some initial links with some Chinese companies on joint animation project and more details will be followed in the coming months.
Institutional Links:
Shenzhen University will have a joint programme with Ravensbourne and Leeds College of Art for an animation exhibition in Shenzhen in December 2014 during the Creative December to test the Sino-UK collaboration. More collaboration intention such as teacher exchanges, student exchanges and joint course will follow next year.
University of Portsmouth extended a collaboration intention with Shenzhen University for “N+2” programme on Computer Animation with Business communication degree.
IV. ORGANISORS Organisors:
British Council
Shenzhen National Cartoon & Animation Industry Base Supported by:
State Administration of Press, Publication, Radio, Film and Television
Shenzhen municipal government
Shenzhen Media Group
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V. PARTICIPATING UNIVERSITIES AND COMPANIES:
UK Universities:
Ravensbourne
University of Portsmouth
Norwich University of the Arts
Leeds College of Art
Chinese universities and animation companies (to name a few):
Peking University
Shenzhen University
China ACG Group Co., Ltd
Institute of Digital Media Technology (Shenzhen) Co., Ltd.
Guangzhou Yidong
Institute of Digital Media Technology (Shenzhen) Co., Ltd.
CCTV Children's channel
Animation & Comic Weekly
Shenzhen International Copyright Exchange
Distribution Center of Shenzhen Huaqiang Digital Animation Co., Ltd.
Shanghai AMVC Investment Management Centre
Beijing Glorious Animation Co.
Shenzhen Copyright Society
Cartoon.gdtv.cn
VI. ACTIVITIES:
Policy Dialogue
A high-profile opening and policy dialogue was held on the morning of 15th May, presented by about 150
government officials, academics from the UK, Canada and China, Chinese animation practitioners, production
companies, television stations, film representatives and journalists, who came to the event to look for
opportunities to brush up on current industry trends and developments, showcase their products, brands and
films, and network with their industry peers.
The event culminated in the signing of a Memorandum of Understanding between the Cultural and Education
Section of the British Consulate General, and Shenzhen National Cartoon and Animation Industry Base.
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Angus Bjarnason, Consul of Culture and Education, is signing the Sino-UK Strategic Cooperation Agreement with Shenzhen National Cartoon & Animation Industry Base
Mr. Ge Chen, Deputy Director from the Publicity Department of the State Administration of Press, Publication, Radio, Film and Television (SARFT), addressing at the opening
Promotion of Key Chinese Animation Projects
In order to give the UK universities a clearer picture of the current development of the local animation projects
and to look for Sino-UK collaboration opportunities, about 20 animation companies from all over China
presented the latest key projects and asked for professional comments from the UK and Chinese professionals.
Roger Eglin, Course Leader (Computer Animation) from University of Portsmouth is giving comments to the Chinese Animation Projects.
UK Animation Booths and "One-to-One" Match-Making between UK Institutes and Chinese
Enterprises
Each UK university was given an animation booth at the China (Shenzhen) International Cultural Industries Fair
to showcase their achievement in cartoon and animation. This exhibition was open to animation professional
from 15th-16
th May and then to the general public from 17
th -18
th May, attracting altogether over tens of
thousands of visitors during these 4 days. In addition, "One-to-One" Match-Making Meeting between UK
Institutes and Chinese Enterprises were arranged to help them spot real Sino-UK academic- industry
collaboration opportunities.
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UK animation booths at the China (Shenzhen)
International Cultural Industries Fair
"One-to-One" Match-Making Meeting between
UK Institutes and Chinese Enterprises
Visits to Prominent New Media Enterprises in Shenzhen and in-depth discussions
The UK delegation visited the Institute of Digital Media Technology (Shenzhen) Co., Ltd. and Shenzhen National
Cartoon & Animation Industry Base, having in-depth discussion on possible collaboration between the two
sides.
Throughout the visit, the UK institutions were afforded multiple ways to connect with Chinese enterprises.
Caroline Gilby, Academic Development Manager at Ravensbourne, called the experience a “fantastic first step,”
explaining that her institution was looking at engagement with China for the long term.
VII. Feedback
The programme received very positive feedback from all partners and stakeholders, including UK and Chinese universities and the local animation industry. Below are some of the quotes: “I have a much better understanding of the animation industry in China and the relationship that it is cultivating with education. I really hope that Chinese representatives could visit UK in the near future. I think that Norwich University of the Arts would be very interested in engaging further with this exchange of ideas and practice.” - Suzie Hanna, Professor of Animation Education from Norwich University of the Arts. “Thanks to the British Council, our Chinese animation companies have the opportunities to meet and communicate with the UK institutions. I believe we could boost communication, exchanges and cooperation in cartoon and animation industries and universities between China and the UK through the activities. And both Chinese companies and UK institutions will benefit from the programme.” - Ms. Peng Taimin, Director of Shenzhen National Cartoon & Animation Industry Base. “For us it’s a case of starting to understand the Chinese market, learning what the gaps are and what we can do for students and industry. Equally we know there is a fantastic market in China for students, and we can offer a really good student experience – we want to find out which courses are most popular and which events to target in the future.” said Caroline Gilbey, leader of the Ravensbourne delegation.
“I’m here with an open mind to see the reality of the animation industry here, and to see how we can work with
that to the point at which it’s beneficial for everybody,” said Fred Bates, Head of Graphic Design, Illustration & Animation from Leeds College of Arts.
VIII. FOLLOW UP PLAN
The British Council will jointly organise a reciprocal visit with Shenzhen National Cartoon & Animation
Industry Base to the UK in October 2014 to consolidate the collaborations generated from the
programme. Delegates will mainly be the decision makers and representatives from the industry base.
The British Council will continue to follow up with both UK and Chinese universities and the animation
companies on the intention of the initial collaborations, aiming at generating long-lasting legacy
outcomes.
Higher Education Team British Council China July 2014
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Annex I News Clipping
总
序
媒体名称 标题 发 行 量
(万份)
媒 体 价 值
(元)
详细
1 Shenzhen Commercial Daily “中国动画请讲出感人故事” 50.00 ￥10,175 Link
2 Securities Times 文博会开幕 动漫产业国际交流成亮点 60.00 ￥2,667 Link
3 Southern Metropolis Daily(ShenZhen version)
走，今天去文博会凑凑热闹 36.00 ￥16,600 Link
4 Shenzhen Special Zone Daily 动漫游戏遇上高新科技 50.00 ￥8,225 Link
5 Shenzhen Special Zone Daily 海外展团提升文博会“国际范 50.00 ￥112,110 Link
6 Shenzhen Commercial Daily 33 项活动带来“动漫狂欢” 50.00 ￥25,935 Link
7 www.henanci.com 第四届深圳动漫交易会圆满落幕 0.84 ￥504 Link
8 www.henanci.com 第四届深圳动漫交易会圆满落幕 0.84 ￥504 Link
9 www.henanci.com 第四届深圳动漫交易会圆满落幕 0.84 ￥504 Link
10 www.cccnews.com.cn 第四届深圳动漫交易会圆满落幕 0.10 ￥250 Link
11 www.cccnews.com.cn 美之来同声传译助阵深圳动漫交易会 0.10 ￥250 Link
12 www.dongman.gov.cn 深圳动漫交易会落幕，美之来同声传译
担当会议翻译重任
0.15 ￥250 Link
13 news.sina.com.cn 深圳动漫交易会落幕，美之来同声传译
担当会议翻译重任
59.72 ￥35,832 Link
14 www.wuhansourcing.gov.cn 深圳动漫交易会落幕，美之来同声传译
担当会议翻译重任
0.05 ￥250 Link
15 xyfanayi.com 深圳动漫交易会落幕，美之来同声传译
担当会议翻译重任
0.03 ￥250 Link
16 www.comicyu.com 展馆巡礼：文化产业综合汇聚展现光辉
成就
0.04 ￥250 Link
17 www.comicyu.com 中外嘉宾把脉国产动漫：中国动画请讲
出感人故事
0.04 ￥250 Link
18 www.comicyu.com 中外嘉宾把脉国产动漫：中国动画请讲
出感人故事
0.04 ￥250 Link
19 www.blogpcb.cn 文博会开幕 动漫产业国际交流成亮点 0.25 ￥250 Link
20 www.k618.cn 中外嘉宾把脉国产动漫：中国动画请讲
出感人故事
0.52 ￥312 Link
21 www.henanci.com 外嘉宾把脉国产动漫：中国动画请讲出
感人故事
0.84 ￥504 Link
22 www.henanci.com 中外嘉宾把脉国产动漫：中国动画请讲
出感人故事
0.84 ￥504 Link
23 www.henanci.com 中外嘉宾把脉国产动漫：中国动画请讲
出感人故事
0.84 ￥504 Link
24 www.blogpcb.com 文博会开幕 动漫产业国际交流成亮点 0.01 ￥250 Link
25 www.eastmoney.com 文博会开幕 动漫产业国际交流成亮点 20.13 ￥9,500 Link
26 www.timedg.com 文博会开幕 动漫产业国际交流成亮点 0.55 ￥333 Link
27 www.askci.com 深圳文博会：动漫产业国际交流成亮点 0.03 ￥250 Link
28 www.askci.com 深圳文博会：动漫产业国际交流成亮点 0.03 ￥250 Link
29 www.cccnews.com.cn 海内外嘉宾在第四届动漫交易会上为中
国动漫产业把脉
0.10 ￥250 Link
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30 www.cccnews.com.cn 本土动漫产业与海外交流成为文博会新
趋势
0.10 ￥250 Link
31 www.cccnews.com.cn 第四届深圳动漫交易会突出国际性和专
业性
0.10 ￥250 Link
32 www.cnaci.com.cn 深圳文博会开幕 动漫产业国际交流成亮
点
0.25 ￥250 Link
33 www.cnaci.com.cn 第四届动漫交易会在深圳开幕 0.25 ￥250 Link
34 www.taizhou.com.cn 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.81 ￥486 Link
35 www.taizhou.com.cn 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.81 ￥486 Link
36 www.taizhou.com.cn 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.81 ￥486 Link
37 www.taiwan.cn 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.25 ￥250 Link
38 www.taiwan.cn 文博会展馆亮点抢先看 一馆一特色处处
有精彩
0.25 ￥250 Link
39 www.ccdy.cn 展馆巡礼：文化产业综合汇聚展现光辉
成就
0.82 ￥490 Link
40 www.ccdy.cn 文博会开幕 动漫产业国际交流成亮点 0.82 ￥490 Link
41 www.chinadaily.com.cn 中外嘉宾把脉国产动漫：中国动画请讲
出感人故事
14.73 ￥8,836 Link
42 www.chinadaily.com.cn 文博会开幕 动漫产业国际交流成亮点 14.73 ￥8,836 Link
43 www.s1979.com 文博会动漫分会场 动漫狂欢 等你来 high 0.42 ￥250 Link
44 sz.ce.cn 文博会展馆巡礼:这里有一片绚烂的文化
天空
0.48 ￥289 Link
45 sz.ce.cn 一系列动漫交易推介活动亮相文博会 0.48 ￥289 Link
46 wokeji.com 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.26 ￥250 Link
47 www.ce.cn 展馆巡礼：文化产业综合汇聚展现光辉
成就
4.96 ￥2,976 Link
48 www.china.com.cn 第四届深圳动漫交易会开幕 突出国际性
与专业性
13.74 ￥8,242 Link
49 www.china.com.cn 这里有一片绚烂的文化天空 13.74 ￥8,242 Link
50 www.china.com.cn 展馆巡礼：文化产业综合汇聚展现光辉
成就
13.74 ￥8,242 Link
51 www.china.com.cn 展馆巡礼：文化产业综合汇聚展现光辉
成就
13.74 ￥8,242 Link
52 www.cnstock.com 文博会开幕 动漫产业国际交流成亮点 0.25 ￥250 Link
53 www.cnstock.com 文博会开幕 动漫产业国际交流成亮点 0.25 ￥250 Link
54 www.chinastock.com.cn 深圳文博会:动漫产业国际交流成亮点 0.04 ￥250 Link
55 www.chinastock.com.cn 文博会开幕 动漫产业国际交流成亮点 0.04 ￥250 Link
56 www.cgw.cn 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.03 ￥250 Link
57 www.chinairn.com 文博会开幕 动漫产业国际交流成亮点 0.50 ￥299 Link
58 www.chinairn.com 文博会开幕 动漫产业国际交流成亮点 0.50 ￥299 Link
59 www.chinairn.com 动漫产业国际交流成文博会开幕亮点 0.50 ￥299 Link
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60 www.chinairn.com 动漫产业国际交流成文博会开幕亮点 0.50 ￥299 Link
61 www.chinairn.com 中国(深圳)国际文化产业博览交易会开幕 0.50 ￥299 Link
62 www.chinairn.com 文博會开幕 动漫产业国际交流成亮点 0.50 ￥299 Link
63 www.cs.com.cn 文博会开幕 动漫产业国际交流成亮点 0.78 ￥465 Link
64 cs.com.cn 文博会开幕 动漫产业国际交流成亮点 0.78 ￥465 Link
65 www.cnfol.com 文博会开幕 动漫产业国际交流成亮点 0.25 ￥250 Link
66 www.cnfol.com 文博会开幕 动漫产业国际交流成亮点 0.25 ￥250 Link
67 comic.people.com.cn 中外嘉宾把脉国产动漫：中国动画请讲
出感人故事
0.03 ￥250 Link
68 sz.people.com.cn 文博会一馆一特色 处处有精彩 0.04 ￥250 Link
69 sz.people.com.cn 文博会一馆一特色 处处有精彩 0.04 ￥250 Link
70 www.p5w.net 文博会开幕 动漫产业国际交流成亮点 0.34 ￥250 Link
71 www.p5w.net 文博会开幕 动漫产业国际交流成亮点 0.34 ￥250 Link
72 finance.ifeng.com 文博会开幕 动漫产业国际交流成亮点 14.33 ￥8,599 Link
73 finance.ifeng.com 这里有一片绚烂的文化天空 14.33 ￥8,599 Link
74 finance.ifeng.com 文博会开幕 动漫产业国际交流成亮点 14.33 ￥8,599 Link
75 finance.ifeng.com 文博会开幕 动漫产业国际交流成亮点 14.33 ￥8,599 Link
76 www.qianlong.com 中外嘉宾：中国动画请讲出感人故事 0.19 ￥250 Link
77 www.jlradio.cn 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.36 ￥250 Link
78 www.10jqka.com.cn 文博会开幕 动漫产业国际交流成亮点 4.19 ￥2,514 Link
79 www.hexun.com.tw 文博会开幕 动漫产业国际交流成亮点 0.11 ￥250 Link
80 www.hexun.com 文博会开幕 动漫产业国际交流成亮点 8.83 ￥5,300 Link
81 www.dongman.gov.cn “中国动画， 请讲出感人故事” 0.15 ￥250 Link
82 www.dongman.gov.cn 文博会开幕 动漫产业国际交流成亮点 0.15 ￥250 Link
83 www.tianjinwe.com 这里有一片绚烂的文化天空 0.36 ￥250 Link
84 www.howbuy.com 文博会开幕 动漫产业国际交流成亮点 0.25 ￥250 Link
85 www.bswtx.gov.cn 展馆巡礼：文化产业综合汇聚展现光辉
成就
0.29 ￥250 Link
86 bzcec.gov.cn 展馆巡礼：文化产业综合汇聚展现光辉
成就
0.29 ￥250 Link
87 www.gov.cn 展馆巡礼：文化产业综合汇聚展现光辉
成就
0.25 ￥250 Link
88 www.xinhuanet.com 文博会开幕 动漫产业国际交流成亮点 64.32 ￥13,700 Link
89 biz.xinmin.cn 文博会开幕 动漫产业国际交流成亮点 0.02 ￥250 Link
90 finance.sina.com.cn 文博会开幕 动漫产业国际交流成亮点 9.61 ￥5,768 Link
91 finance.sina.com.cn 这里有一片绚烂的文化天空 9.61 ￥5,768 Link
92 gd.sina.com.cn 文博会近日开幕 动漫产业国际交流成亮
点
0.03 ￥250 Link
93 www.ylrb.com 第四届深圳动漫交易会开幕 突出国际性
与专业性
0.80 ￥482 Link
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94 www.wuhansourcing.gov.cn 中国动画：请讲出感人故事 0.05 ￥250 Link
95 www.kaixian.tv 这里有一片绚烂的文化天空 0.34 ￥250 Link
96 www.kaixian.tv 文博会开幕 动漫产业国际交流成亮点 0.34 ￥250 Link
97 www.kaixian.tv 文博会开幕 动漫产业国际交流成亮点 0.34 ￥250 Link
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1,398.66 749,908.00