In the year 2020, the development of cultural industry has been "ice and fire". The traditional cultural industry, affected by the epidemic, is struggling to maintain in the cold winter. But the Internet emerging cultural industry has become the epidemic "residence economy" consumption hot spot. The tourism industry has also experienced a difficult recovery from the impact of the epidemic, constantly discovering new opportunities and creating new situations in the face of challenges.

2021 is the beginning year of the 14th Five-Year Plan. The cultural industry will reorganize and start again. Following the blueprint drawn by the Fifth Plenary Session of the 19th CPC Central Committee, it will reconstruct the pattern and achieve high-quality development, which will not only leverage the transformation and upgrading of the national economic structure, but also provide strong support for the construction of a "cultural power".

Recently, Guangming Daily published a full-page report on the development trend of the cultural industry in 2021:1. Supply quality products to promote domestic circulation; 2. 2. Shangyun empowers wisdom with numbers, complying with the general trend of digitization; 3. The same cultural roots, integrated into the regional development; 4. Cultural Midas Touch turns gold to revitalize rural industries; Tell the story of China well and serve the strategy of making China a cultural power.

Now, let's take a look at it with Xiao Chuang

1. Provide quality products

Promote the great domestic cycle

Lens: when the Yellow Crane Tower across thousands of years meet modern science and technology will wipe out what kind of spark? At the foot of the Yellow Crane Tower lit up in the night, the big drum, erhu and pipa play the warrior songs, and the birds, koi and longmen presented by the 5D technology appear one by one, bringing the time-traveling sound and painting dialogue, adding a new symbol to the landmark of Wuhan traditional cultural tourism. Over the past few months, the light and shadow performance "Yellow Crane Tower at Night" has become a new popular tourism clocking project in Wuhan, opening a new window for the night tourism market.

At the same time, Wuhan uses cultural travel consumption vouchers to boost consumer confidence and achieve remarkable economic recovery. Therefore, Wuhan has become one of the first batch of 15 national culture and tourism consumption demonstration cities announced by the Ministry of Culture and Tourism, the National Development and Reform Commission and the Ministry of Finance, to demonstrate the cultural consumption of the whole country. From "consumption coupons" to "shopping festivals," local governments have adapted measures to local conditions, reformed and innovated, developed with distinctive features, explored new approaches, actively fostered and strengthened new business forms and models of cultural and tourism consumption, and comprehensively raised the quality and level of cultural and tourism consumption.

The biggest difference between cultural consumption and ordinary commodity consumption is that it directly refers to the spirit and soul. Theater performances, museums, visual arts, music, movies, festival activities, sports, leisure and tourism all directly reflect residents' happy experience and quality of life. In the 14th Five-Year Plan, it is proposed to "promote the integrated development of culture and tourism, build a batch of world-class tourist scenic spots and vacation areas rich in cultural deposits, and build a batch of national tourism and leisure cities and districts with distinctive cultural characteristics", which is to meet the new needs of the masses for a better life.

The Fifth Plenary Session of the 19th CPC Central Committee proposed to expand the supply of quality cultural products, adhere to the social benefits in the first place, social benefits and economic benefits, deepen the reform of the cultural system, improve the cultural industry planning and policies, strengthen the construction of the cultural market system. In the opinion of Shao Minghua, director of the Department of Cultural Industry Management of Shandong University, the emphasis on using the market to allocate resources can further stimulate the cultural creativity of the whole society. Through the consumption of fine cultural products, the inheritance and development of excellent traditional culture, the inheritance and promotion of red culture and the burst of passion for innovative culture can be finally promoted.

On the cloud with a number of wisdom

Follow the digital trend

Lens: Bending out the old year and ushering in the New Year, the 2021 New Year's Eve Gala at Station B has become a "broken circle" cultural phenomenon. A year ago, the peak popularity of the first live broadcast was close to 100 million. This year, the peak popularity was as high as 250 million, "bursting with popularity". What is most amazing is that on this year's stage, traditional elements such as Kunqu Opera, Qinqiang Opera, Pingju Opera, Sichuan Opera, Hebei Bangzi and Peking Opera are combined with contemporary stage art, showing the creativity of "Generation Z" digital entertainment.

The new generation is riding the tide of the Internet, and traditional cultural institutions are also responding to the new situation by going to the cloud, using digital and intellectual resources, and increasing new media and youth communication. Under the impact of the epidemic, online performance has become the same choice of the traditional performance industry. From the initial screening of "stock" video and audio materials to the initiative to launch new works, online performance has gradually transformed into a new breakthrough point for art institutions to go against the trend. During the epidemic period, Zhongshan Park Music Hall first launched 86 "Online Concert" on WeChat, and also moved the summer art brand "Open Art Door" which has been extended for many years to the cloud. Online broadcast of the National Center for the Performing Arts has become the norm. With the improvement of "4K+5G" technology, both classical music and original dance dramas can be enjoyed in the "Air Theater", which expands the breadth of communication and makes art and audiences go hand in hand.

The epidemic has accelerated the digital transformation of the cultural industry and forced the online, digital and intelligent development of the traditional cultural industry. Cloud exhibitions, cloud performances and cloud forums emerge one after another; Publishing houses become databases; Reader portraits are more accurate, and data marketing is targeting consumers. With the integration of culture and science and technology becoming a general trend, rich cultural resources constitute an important content support for the development of science and technology, and scientific and technological progress also promotes the renewal of cultural forms and content. To this end, the 14th Five-Year Plan "Suggestions" proposed that the implementation of cultural industry digital strategy, accelerate the development of new cultural enterprises, cultural formats, cultural consumption patterns.

The future has come, with massive content, iterative technology and stunning experience. The Internet has profoundly changed the production and consumption of cultural products, and reconstructed business models and organizational forms while improving efficiency. Zhang Xiaoming, a researcher at the Cultural Research Center of the Chinese Academy of Social Sciences, believes that the "biggest variable" in the global cultural market is the deep reorganization of the cultural value chain, from the single "pipeline mode" to the diversified "network mode", the pressure of development becomes the driving force for transformation, and the momentum of reform and development is accumulating continuously. In the new digital ecosystem, there are radically different algorithms, ways of playing, and ways of living. The survival of the fittest, only open mind, extensive cooperation, can create a win-win road, magnify the cultural influence.

3. The same culture is from the same root

Integration into regional development

Lens: "By 2025, the construction of a cultural Bay Area and a leisure Bay Area has achieved initial results; By the end of 2020, the Ministry of Culture and Tourism, the Leading Group Office for the Development of the Guangdong-Hong Kong-Macao Greater Bay Area, and the Guangdong Provincial People's Government jointly issued the Cultural and Tourism Development Plan for the Greater Bay Area. With 36 projects in 11 columns, the Guangdong-Hong Kong-Macao Greater Bay Area has promoted the development of culture and tourism in a coordinated way, identified the tasks of shaping the Bay Area's cultural spirit, promoting cultural prosperity and development, promoting cultural exchanges and mutual learning between China and foreign countries, and optimizing the supply of tourism market, so as to promote the new development of the Greater Bay Area.

All the way around a large bay area of guangdong, the "construction" integrated development, coordinated development of the beijing-tianjin-hebei region, Yangtze river delta, the Yangtze river economic belt development, the Yellow River basin ecological protection and high quality development, shuangcheng economic circle chengdu-chongqing region of seven regional development strategy, the intangible "cultural" important: people who share the same culture, and enhance the cohesion of the regional cooperation; Culture bacon cast soul, find the centripetal force of common development; Cultural empowerment boosts and amplifies the competitiveness of regional synergy.

"On the basis of profound historical and cultural accumulation, the Yangtze River Delta has formed a Yangtze River Delta model characterized by sound cultural market elements and active market innovation mechanism." Gu Jiang, director of the Yangtze River Delta Cultural Industry Development Research Institute of Nanjing University, analyzed that Shanghai's cultural finance is developed, cultural commerce and high-tech enabling cultural industry is outstanding; Zhejiang is rich in private cultural enterprise resources, tourism resources, characteristic towns, the combination of the Internet and cultural industry is very prominent; Jiangsu has developed tourism industry and many famous historical and cultural cities. Anhui rural tourism has distinctive characteristics. The three provinces and one city have both common features and unique features of each place. They are highly complementary to each other and join hands to expand the cultural market.

From the inside of the cultural industry, it is necessary to "stay alone" and standardize the development of cultural industry parks. From the external aspect of the cultural industry, it is necessary to promote the construction of regional cultural industrial belt by "helping the world simultaneously". In and around the Great Wall, on both sides of the Canal and along the Long March, the essence of culture is manifested. The construction of the three national cultural parks of the Great Wall, the Canal and the Long March will be steadily promoted in 2021. With a wide range of areas and distinct themes, the national cultural park will not only be of great significance to the inheritance of Chinese cultural genes, but also provide a broad space for development and create a practice base for cultural and tourism integration.

Culture turns everything into gold

Revitalize rural industries

Lens: the representation of the guizhou miao autonomous county of peach, peach MiaoXiu come loose Shi Liping inheritance people, rely on "intangible employment workshop for poverty alleviation has trained nearly more than 10000 embroidery niang, animating the 28 towns 3800 women on the spot or in the vicinity of the employment, to achieve the" with Eva, embroidered with flowers and feed themselves and for the family ", inspire the poor masses crucial endogenous power out of poverty. Due to the outstanding effect of poverty alleviation, Shi Liping was awarded the 2020 National Poverty Alleviation Award.

Up to now, nearly 1,000 workshops have been set up in state-level poverty-stricken counties. These workshops have contributed to the fight against poverty and become a breakthrough for rural tourism and rural revitalization.

"Rural tourism has increasingly become an important way of poverty alleviation by industry. To develop rural tourism for poverty alleviation requires adapting measures to local conditions, tapping local characteristic resources and actively building characteristic brands." Culture and tourism resources development, head of the department of single drum new introduction, the text brigade headquarters in conjunction with the National Development and Reform Commission (NDRC) launched the 1000 rural tourism ChongDian Village, will foster a batch of high-quality rural tourism brand, also launched the country's 300 article each has its own characteristics can let everybody looks out to see mountain, see water, remember the nostalgia rural tourism high-quality goods route, take effect of rich and poor people.

"The 14th Five-Year Plan" "Suggestions" specifically mentioned "the development of red tourism and rural tourism". In 2021, rural tourism will continue to make efforts to integrate the primary, secondary and tertiary industries and boost rural revitalization. As the change of consumption demand, rural tourism continues to upgrade: the first stage is to look at the field and eating "organic", the second stage is the "rural leisure" pleasure and relaxation, the third stage is the home stay facility and experience "" country on holiday, the fourth stage is the" country "a" live and life, to attract more young people, artists, into the country, make the country more energetic.

Culture turns everything into gold, enabling rural revitalization. With the integration of modern communication, live streaming with goods and short video records make rural and rural life on the screen. People can enjoy the pastoral scenery across the screen and purchase agricultural and sideline products with one click. The distance between urban and rural areas is so close. Cultural IP integrates village flavor, village taste, village art and village interest. Creativities ignite the countryside. Tourists can not only feel the idyllic scenery, but also experience the "homesickness" that has never gone away, turning the clear water and green mountains into gold and silver mountains. The countryside has become both the poetic "habitat" of the city people and the "cornucepan" for farmers to become rich.

5. Tell China's story well

The grand strategy of strengthening China's cultural service

Lens: Jingdezhen, porcelain capital for thousands of years, is still the "holy land" of ceramists from all over the world. More than 5,000 foreign artists come to Jingdezhen every year. Although they could not come to China, some of them participated in online teaching and design through video. Some in the cloud order, so that domestic talent to help product development and sales; Some have also entered the online Taoxichuan Jingdezhen International Studio to expand new Spaces for exhibition, communication and creation through live lectures and online art malls.

"Yangjing Piao" is attracted to Jingdezhen because of the traditional hand-made porcelain skills, and spontaneously yearns for Chinese culture. The attraction of Jingdezhen lies not only in the ceramics themselves, but also in the unique Chinese lifestyle derived from the handmade porcelain industry. Culture in a silent way to moisten things, condensing the world like ceramic artists.

The proposals for the 14th Five-Year Plan require that we focus on telling the Chinese story well, promote international communication in an innovative way, and strengthen cultural exchanges with other countries and multi-level dialogue among civilizations.

"China has no shortage of good stories, but it lacks the talent and methods to tell them. It is important to tell Chinese stories in a way that foreigners can understand and find interesting." Zijin gen dean xiang-min li think, such international culture communication, is not only to the international community to show national culture, and it is in the national image, opening to the outside world, trade, investment, economic benefits, seeking to break through cultural security and seek consensus, highlights the Chinese culture in world civilization gardens unique genes and value concept, help build a community of human destiny.

The year 2021 has already begun, and there is a great prospect for the high-quality development of the cultural industry, enlarging the new industrial pattern, improving the country's cultural soft power, and making great strides toward building a "cultural power".