As the final event of the 8th Beijing Huimin Cultural Consumption Season, the Beijing Cultural Consumption Summit Forum was successfully held in Beijing from January 10 to 12, 2021. The series of activities of the summit forum adopted the method of "1 main forum + 6 distributed forums", carried out through offline guest sharing and online live broadcast, and gathered 36 leaders and guests from the government, enterprises and academic circles to discuss and exchange ideas, collide ideas, share new ideas and new views around the characteristic trends and innovative measures of cultural consumption in the capital, and set off a new climax of cultural consumption research.
On the morning of January 12, with the theme of "Change, Integration and Innovation", the main forum of the summit forum invited Mei Song, a first-level inspector of the Propaganda Department of the Beijing Municipal Party Committee, to attend and deliver a speech, Liu Shaojian, secretary of the Party Committee and director of the Beijing State-owned Cultural Asset Management Center, to make a keynote speech, and invited cultural experts and industry institutions to make keynote speeches.
Build an influential cultural consumption center city, and enhance the strategic support of cultural consumption in the capital for the construction of a cultural power
-- Mei Song, a first-level inspector of the Propaganda Department of the Beijing Municipal Party Committee
The work of cultural consumption in the capital needs to scientifically grasp the new stage and new characteristics such as the fundamental changes in the structure of cultural consumption groups, the structural changes in the content of cultural consumption demand, and the systematic changes in the supply mode of cultural consumption, and find the strategic direction for the promotion of cultural consumption. The cultural consumption of the capital is not only the cultural consumption for the citizens of Beijing, but also for the coordinated development of Beijing-Tianjin-Hebei, the modern metropolitan circle of the capital, the whole country and the world, and the improvement of the high-speed rail network and the construction of the urban commuting circle provide the possibility for expanding the radiation space of cultural consumption in the capital.
Cultural consumption in the capital needs to highlight three-dimensional and systematic innovation, not only scientific and technological innovation, cultural and technological integration innovation, but also model innovation, means innovation, service innovation, scene innovation, etc.; It is necessary to base on the opportunity of the construction of the "two districts", highlight the all-round and all-factor opening-up, adhere to the combination of introduction and going out, and focus on the construction of digital copyright trading platforms, international film and television production service centers, and international film and television animation copyright trade platforms; It is necessary to highlight multi-field and multi-angle sharing, organically integrate cultural undertaking consumption and cultural industrial consumption, share facilities and services, and promote the interaction and linkage cooperation between different fields of cultural consumption and between the upstream and downstream of the same field, so as to achieve resource sharing and market sharing.
Change, integration, innovation - to meet the new era of cultural consumption, to create a new situation of development and promotion
——Liu Shaojian, Secretary of the Party Committee and Director of the Beijing State-owned Cultural Asset Management Center
Since its inception in 2013, the Beijing Huimin Cultural Consumption Season has been held for eight consecutive years, playing an active role in promoting the transformation and upgrading of the consumption structure and helping the cultural industry to improve quality and efficiency. After years of hard work and exploration, Beijing has formed a set of institutional mechanisms and policy measures that effectively promote cultural consumption. The cultural consumption of Beijing citizens has increased significantly, and the per capita expenditure on education, culture and entertainment has risen from 2187 yuan in 2005 to 4311 yuan in 2019. From the overall scale of the city's cultural and entertainment consumption, it reached 336.8 billion yuan in 2019, accounting for 12.3% of the total consumption.
During the "14th Five-Year Plan" period, Beijing's cultural consumption will enter a new stage of a new round of reform and development, showing new characteristics such as the rapid expansion of consumption scale and proportion, the accelerated development of digital transformation, and the acceleration of the pace of independent cultural innovation. As the capital of the country and the cultural center of the country, Beijing's cultural consumption has both the general characteristics of serving the development of the city and the special requirements of the national capital. Beijing's cultural consumption should deal with the dialectical relationship between "capital" and "city", build a multi-dimensional cultural consumption pattern of "great integration", that is, implement the integration goal of combining the functional positioning of the capital with the development of the service city, adhere to the integration orientation of social benefit priority, social benefits and economic benefits, create a fusion scene compatible with cultural consumption and urban renewal, cultivate the integration format of cultural innovation and scientific and technological innovation, and support the integration of cultural consumption and related industries. Promote the integration of cultural industries and cultural undertakings.
Innovate the new situation of cultural consumption promotion in the capital, with more systematic linkage, higher quality services, higher standard innovation, starting from supply and demand, both ends and organizational methods, one is to highlight the "six new", to create cultural demand with a higher level of supply, that is, to accelerate the development of new cultural infrastructure, new formats, new models, new spaces, new platforms, and new opening; the second is to highlight the "six introductions", to drive cultural supply with higher quality demand, that is, to focus on demand traction, refine industry guidelines, accurate resource attraction, improve map index, benefit people's consumption guidance, The third is to highlight the "six alliances" and promote cultural consumption with higher quality services, including government-enterprise cooperation, quarterly coupon linkage, industry alliance, digital networking, large and small alliance and intercity connection.
Innovate new forms of cultural consumption Guide new models of cultural consumption
——Qi Shuyu, chief expert of the innovation project of the Central Party School (National School of Administration) and president of the Beijing Guanheng Cultural Development Research Institute
Different from material consumption, cultural consumption has the characteristics of emotional consumption, meaning consumption, charm consumption and unlimited consumption. In 2019, China's cultural and entertainment expenditure accounted for only 3.9% of the total per capita consumption expenditure of residents, significantly lower than the 13.1% in the UK and 7.3% in South Korea in the same period. Affected by the sustained and rapid economic development, the continuous improvement of residents' income, the strong drive of scientific and technological progress, and the historical and regional cultural diversity, China's cultural consumption market has great potential for growth in the future.
At present, China's cultural consumption is facing four major challenges, such as the shortening of the life cycle of cultural formats, the profound changes in cultural consumption habits, the fast food consumption of cultural consumption, and the large external environment of cultural consumption. In the future, to further promote the upgrading of cultural consumption, we should focus on expanding the supply of high-quality cultural products, accelerate the cultivation of new cultural consumption formats, continue to transform and upgrade traditional cultural formats, innovate and create new scenes of cultural consumption, and actively promote the research and development and application of new materials and new equipment.
Number said Beijing cultural consumption season
——Qiao Lingling, general manager of the cultural business department of Beijing Zero Point
In the eighth session of the Huimin Cultural Consumption Season, more than 1,200 enterprises and institutions directly participated in the consumption season activities, and the total number of online and offline consumers reached 430 million, and the cumulative consumption amount reached 91.1 billion yuan. In the past eight years, the market awareness of the Huimin cultural consumption season has remained above 80%, and the satisfaction of consumers and institutions has remained at a high level of about 85 points and 90 points respectively.
The eight-year practice of the Beijing Huimin Cultural Consumption Season is a history of exploration of how the government can effectively guide the cultural consumption market in the market economy. From exhibition support, consumption coupon subsidies, cultural fairs, brand list launch, cultural and creative consumption park promotion, industry linkage promotion to benefit the people, traffic support, etc., many explorations of the Beijing cultural consumption season are at the forefront of the industry, the forefront of the market, and the forefront of the country, reflecting the first good innovation. The 8th Beijing Huimin Cultural Consumption Season presents the development characteristics of the three stages of continuous innovation from the 1.0 version from scratch, the 2.0 version of the mature to the 3.0 version of the reform and exploration, and has become the benchmark for the promotion of cultural consumption in the country. It is recommended that during the "14th Five-Year Plan" period, we will further increase the intensity of cultural benefits and cultivate new consumption models.
From January 10th to 11th, the six distributed forums mainly focused on hot topics such as cultural and artistic consumption, cultural IP operation and knowledge payment, digital cultural consumption, Z-generation cultural consumption, national tide consumption, urban renewal and cultural consumption, etc. 32 guests from universities, enterprises and research institutions shared their practical experience in various fields in the form of keynote speeches + roundtable dialogues, showing their in-depth thinking on cultural consumption.
Distributed Forum 1: Transformation and Upgrading of Cultural and Artistic Consumption
Many experts and guests stressed that Beijing is the country's cultural and artistic production and consumption center, and we must vigorously promote the construction of performing arts centers, music cities, and art trading centers. Shao Peng of the University of International Business and Economics and Hu Na of the Beijing Performance Industry Association said that the basis for the transformation and upgrading of cultural and artistic consumption lies in the improvement of the public's aesthetic ability, and it is of great significance for the cultivation of cultural market elements through the government and the market to jointly improve the cultural and artistic literacy of the masses. Wang Zixian, general manager of Rongbaozhai Culture Company, and Zhang Fei, co-founder of Art Granary, believe that the field of traditional culture and art needs to be empowered by science and technology, create cultural and artistic consumption scenes, innovate new art formats, new products and new equipment, and attract more young consumers.
Distributed Forum 2: Cultural IP Operation and Knowledge Payment
In recent years, cultural IP derivative products and knowledge payment have become the new favorites of the market, and Ai Media Consulting data shows that the scale of China's knowledge payment users will reach 418 million in 2020. Wang Jing, co-president of Golden Shadow Technology, summed up the good IP to break through three levels, namely the basic user pass, the circle breaking ability pass, and the content mode pass. Beijing International Design Week, "Parents Must Read" magazine and other enterprise leaders combined with the actual market operation said that it is necessary to encourage the construction of a market-oriented service platform for the development of cultural and creative products IP, from cultural resources, cultural assets to cultural and creative products in three links, to provide cultural and creative IP design and development, copyright registration, standardized IP authorization and other one-stop services. Feng Shiliang, an associate researcher at the University of International Business and Economics, pointed out that the combination of print media content and digital equipment has changed the form of knowledge content, changed consumption habits and payment methods, and shaped a new format, and it is necessary to continue to strengthen the exploration of knowledge payment mode in the 5G era in the future. The Capital Copyright Industry Alliance xuanhong reflects that copyright trading currently only stays at the b-end of production, and how to build a new copyright trading model based on the digital economy era is a proposition that needs to be cracked urgently.
Distributed Forum 3: Digital Culture Consumption in the Era of Digital Economy
Based on the rapid progress of short videos, live broadcasts, and online education, the issue of digital culture consumption has attracted much attention. Wang Linsheng, an associate researcher at the Beijing Academy of Social Sciences, proposed that the cloud of all things is the trend of the development of the times, and the cloud economy should focus on promoting the operation mode of data visualization, digital aesthetics and content creativity of new formats. Li Jiazhen of Zhongguancun Digital Culture Industry Alliance and Jiang Bin, chairman of Chinese Wanwei Technology, said that the biggest features of digital art are participation, interactivity, sociality, scene and experience; in the digital reading segment, with the development of 5G, it will usher in a new era of focus development. Silk Road Visual Technology Xu Haoran and Tang Ying Zhongxin Wang Peng believe that the future is the king of digital content, and hope that the government will pay more attention to and support various fields to build a platform for cultural and technological integration.
Distributed Forum 4: The Value and Power of Cultural Consumption of Generation Z
The new generation of consumer groups of "post-95s" and "post-00s" are called "Z generation". Zhu Min of the Communication University of China pointed out that the consumption characteristics of the Z generation are highly dependent on the Internet, the demand is more spiritual, abstract and personalized, and the circle culture and the sense of belonging of the peers are relatively strong. Yan Honglin, partner of Beijing Gaia Interactive Entertainment, believes that the consumer economy of the Z generation mainly includes interest-based social economy, otaku culture economy, role economy and idol economy. Liu Deliang, a Xinyuan think tank, and Zhao Jie, founder of Reading for All, said that the characteristics of cultural tourism consumption in the Z generation are also very prominent, and even the same brand chain service should also provide non-standardized service products. Liu Chungang of the Beijing Animation And Game Industry Alliance called for animation and games to be the two most important areas of cultural consumption of Generation Z, and the comic exhibition should be regarded as an important scene for young people's offline social networking to promote the deep integration of animation with culture and tourism.
Distributed Forum 5: Cultural Self-Confidence and Market Trends of National Tide Consumption
Yang Yueming of Beijing Normal University and Shen Wenguang of the Institute of Industrial and Artistic Arts believe that the new national tide with the transformation of traditional cultural IP into characteristics has become a hot spot in the capital's cultural consumption market, and behind the national tide culture is the increasing cultural consciousness and cultural self-confidence at both ends of supply and demand. Dai Xiaolan, chairman of Zhongju Cultural Investment, Yin Lili, chairman of Rongjin Cultural Development, and Tang Yan, chairman of Tang Renfang, all hope that through the consumption of national tide culture, the public will evoke the return of oriental aesthetics and oriental lifestyles, and propose that through the development of national tide culture, it can promote the transformation and renewal of old brands, and new brands can take advantage of the opportunity to debut and realize cross-border empowerment of traditional industries.
Distributed Forum 6: New Scenarios for Urban Renewal and Cultural Consumption
Rusimi, a partner at isa International Design Group, said that embedding new elements such as culture, art, fashion and shopping in the vacated old space and providing high-quality urban cultural life scenes is an important direction for urban renewal. In particular, sharing life, sharing courtyards, and sharing blocks is a typical model of urban renewal, and it is necessary to organize disorderly and scattered urban spaces and introduce cultural displays, cultural tourism services and urban services. Cao Jie of Beijing Vanke Industry Office, a trader of Wangjing Small Street Transformation, proposed that urban renewal is not only a commercial upgrade, industrial upgrading and consumption upgrading, but also a good way to feed the surrounding communities. Lu Qiuping, general manager of UHo Time, and Niu Ruixue of Chaoyangmen Community Cultural Life Museum proposed that public cultural spaces connect the culture and life of the city, and the core of the community to promote urban renewal is to build an art community and do a good job in community building through art activities. (He Jinsong)
Source: Guangming Network