FROM "THE LIGHT OF THE COUNTRY" TO "THE PHENOMENAL EXPLOSION" —— THE AUDIENCE RELATIONSHIP AND THE WAY TO "BREAK THE CIRCLE" IN DECODING "NEZHA 2"

"China’s ‘Fourteenth Five-Year Plan’ explicitly proposes to promote the development of the digital culture industry. Animation, as an important carrier for ‘telling Chinese stories well, ’ has received special funding support. The government advocates for the ‘creative transformation of fine traditional Chinese culture, ’ promoting the exploration of themes such as mythology, history, and intangible cultural heritage in national animation, which aids in cultural exports and national identity. As a sequel to the domestic animated film ‘Ne Zha: The Devil Child Makes His Debut, ’ ‘Ne Zha 2’ continues the industry topic of‘the rise of national animation’with the accumulated popularity of the national IP and audience expectation s from the predecessor. This study uses a questionnaire survey method, focusing on the population from four regions in Guangxi, aiming to analyze how ‘Ne Zha 2’ breaks through the audience layer limitations of animated films to become a universally popular hit and to summarize its ‘breakthrough’ market strategies, providing a reference for the national animation industry. A total of 528 questionnaires were collected, and after removing invalid questionnaires, 430 were left. Through basic descriptive analysis of the data, we gained an understanding of the general distribution. Then, differential analysis and multiple response analysis were conducted to explore the correlation between the respondents’ basic information and the rese arch questions. Finally, a structural equation model was constructed to explore the complex relationship between the subjects’ understanding of ‘Ne Zha 2’ and its development strategies. The study found that the audience’s understanding of ‘Ne Zha 2’ is generally high, and ‘Ne Zha 2’ has also had a certain impact on the future development of national animation. The reasons for ‘Ne Zha 2’ being able to truly ‘break th rough’ include content and emotional, technical, and marketing aspects. By delving into the reasons for the success of ‘Ne Zha 2’, we can further promote the development of the domestic animated film industry and build a more prosperous and innovative cultural industry structure. Only by fully understanding and drawing on the successful experience of ‘Ne Zha 2’ can we better meet a more competitive film and television market and achieve the long-term development goals of the national cultural industry.