A person’s battle
The first graduating class of the Animation Department at the School of Urban Design, Central Academy of Fine Arts, in December 2004, Tan Zheng founded “Dongke.” In 2006, he launched China’s first original digital animation magazine, documenting the history of Chinese animation. In October 2011, Chengdu Dongke Brand Management Co., Ltd. was established, with Tan Zheng serving as General Manager and Brand Director. Tan Zheng’s unwavering commitment to animation is the most distinctive aspect of his life. He yearns for a good system and a cooperative environment, looking forward to a flourishing era for the Chinese animation industry.
“Touwang”: What inspired you to create this?
Tan Zheng: As the first graduating class of animation students from the Central Academy of Fine Arts, we had no idea about the industry. We were deeply moved by a silent feature animation called “Beautiful City Trio,” realizing that animation could be done this way. This led us to think about creating media to share information and energy. There are too many people feeling lost, and we hope this will give them the courage to continue.
“Touwang”: Did you make any income while creating the digital magazine?
Tan Zheng: No. From the beginning, I knew it wasn’t a money-making venture. I thought that as long as we persevered and did a good job, we could consider making money later. Skill is one thing, but the environment is different. Without understanding the environment, it’s hard to position yourself in the industry. How could one talk about making money from it?
“Touwang”: It seems like you’re playing a very long game.
Tan Zheng: People often say that, noting it’s quite ambitious. From the moment I started learning art, I realized the importance of media in the art world. The issues in the industry are closely tied to media and channels. Creators are like farmers; even if they grow rice exceptionally well, if they don’t pay attention to the market, it might not sell well.
“Touwang”: Have you thought about future revenue models?
Tan Zheng: This industry is quite peculiar; people always think about how to make money from everything. I just want to do it well, and if we can break even, that’s fine. Thinking of becoming like Disney or going public is very unrealistic. (laughs) Others might not understand and could think you’re being insincere. But I’ve spent eight years working on something that doesn’t make money, and even I find it amusing when I think about it.
“Touwang”: Is this the outcome you originally hoped for?
Tan Zheng: Of course, I hoped for a better outcome. I initially thought that industry peers would be united and supportive, but I found that the feasibility was quite low. It wasn’t until this year that a company was willing to sponsor us. We’ll have to see how things develop in the future.
“Touwang”: What is your view on entrepreneurship?
Tan Zheng: Entrepreneurship should aim to advance your field. If you see where the industry is lacking, go and address those gaps. It’s not just about making money; it’s about improving what’s subpar. Entrepreneurship requires not only rewarding yourself for your efforts but also considering the environmental factors and contributing to the development of the field. If you focus on one thing for ten years, even someone who’s not very smart will achieve something. It’s a process of gradual accumulation. What I’m doing now is all about accumulation. (End)
一个人的战斗
中央美术学院城市设计学院动画系首届毕业生，2004年12月，谭正创立“动客”，2006年创办国内第一本原创动漫电子杂志，记录中国动漫的历史，2011年10月，成都动客品牌管理有限公司成立，谭正任总经理兼品牌总监。对动画的坚守是刻画谭正人生最鲜明的线条，他渴望好的体制，互助的环境，期待着中国动画产业的盛世。
《透望》：怎么想做这个？
谭正：我们是中央美术学院第一届动画专业的学生，完全不知道这个行业是怎样的。当时有一部动画叫《美丽城三重奏》，没有声音对白的长篇动画，看完很受触动，原来动画还可以做成这样。后来就想到做媒体，把信息和能量传递出去。迷茫的人太多了，希望通过这个让他们有做下去的勇气。
《透望》：做电子杂志的时候，有收入吗？
谭正：没有。一开始就想着这个不是赚钱的，但我想只要坚持下去，把东西做好后才能开始考虑赚钱。能力是一回事，可环境不一样。对环境不了解，很难给自己一个在这个行业里的定位。怎么谈从中赚钱呢？
《透望》：感觉你是在下一盘很大的棋。
谭正：别人都会这样说，很有野心。从我学画画开始，了解这个艺术圈，就知道媒体很重要。行业的问题跟媒介（媒体、渠道）的问题很重要。创作人就像一个农民，农民种水稻种得再好，不关注市场，也可能卖得不好。
《透望》：有想过以后的盈利模式么？
谭正：这个行业很奇怪，做任何事都想着怎么赚钱，我只想把它做好，收支平衡就OK了。做什么事情都要想着当迪斯尼，上市的话，是很不现实的。（笑）别人会不能理解，会觉得你很虚伪。而我把一个不赚钱的事情做了八年，自己想起来都笑。
《透望》：这会是当初期待的结果么？
谭正：期待的当然会更好。当时想着行业同仁会团结，会支持，结果却发现可行性比较低。到今年才有一家企业愿意赞助。未来还要慢慢看。
《透望》：你怎么看待创业这事？
谭正：创业应该是对事业有促进作用。觉得这个行业差在哪，就去做。把差的东西做好。创业不是赚钱。创业不仅要犒劳自己做得怎样，还得考虑环境的问题，促进环境的发展。专注一件事十年时间，再笨的人也会有所成就。事情要一点一点的做，这是种积累，我现在做的事情就是积累。（完）