"Internet + culture" goes up against the trend
The entertainment consumption cloud is really wonderful (new economic orientation, new industry and new format)
Data source: National Bureau of Statistics
In the normalization of epidemic prevention and control, China's economic and social operations have gradually become normal, and the order of production and life has been speeded up. The response to the epidemic has prompted the rapid development of many new industries and new formats. Supported by technologies such as the Internet and big data, new industries expand application scenarios and deepen product applications; traditional industries "grow" new formats and enterprises accelerate transformation.
All walks of life are seizing the opportunities afforded by industrial digitalization and digital industrialization and accelerating the formation of new momentum for development.
--editor
According to a survey by the National Bureau of Statistics of 59,000 cultural and related industry enterprises above designated size in the country, in the first quarter, the national cultural and related industry enterprises achieved operating income of 1,688.9 billion yuan, a decrease of 13.9% over the same period of the previous year; the characteristics of the new cultural format The 16 industry sub-categories achieved operating income of 523.6 billion yuan, an increase of 15.5%.
What are the highlights of the rapid development of the new format of entertainment in response to the epidemic situation? As the domestic epidemic prevention and control situation continues to improve, how can we further promote the replenishment of cultural consumption and unleash the potential for consumption? The reporter conducted an interview.
● Resume work and production are steadily advancing, and consumer enthusiasm continues to recover
"The offline tutoring and training institutions that the children signed up for were closed. The boutique bookstores and museums that originally planned to go to punch cards were closed. KTV and movie theaters were also unable to go. Sometimes they felt really itchy." Xihu, who lives in Nanchang, Jiangxi Province Ye Nandong, a resident near the District Shengjin Tower, said.
The beginning of the year was a traditional peak season for consumption, but this year was affected by the epidemic, and the consumer market in the Spring Festival holiday and February was significantly affected. Take the film industry as an example. In recent years, the total box office of Chinese New Year films has shown an upward trend, reaching 4.103 billion yuan in 2017, 6.924 billion yuan in 2018, and 6.868 billion yuan in 2019. "The cinema cannot launch new products, and we expect the film industry to lose more in the first quarter of 2020." said Jing Linbo, president of the China Academy of Social Sciences Evaluation.
China's long-term consumption trend has not changed. Wei Pengju, dean of the Central University of Finance and Economics, believes that the impact of the epidemic on consumer demand is not that people's needs have disappeared, but that many needs have been suppressed, and then a compensatory rebound may usher.
As the domestic epidemic prevention and control situation continues to improve, the offline entertainment industry's resumption of production and production is steadily advancing, and the masses' enthusiasm for entertainment consumption is also constantly recovering. Take the film as an example. On March 26, the “Recovery Strategy Report of the Chinese Film Market in 2020” released by the Lighthouse Research Institute under Alibaba Pictures shows that at present, film production, investment, distribution and projection are all actively preparing to resume work. The film market Gradually entered the recovery stage. According to platform user data, 80% of viewers have a strong willingness to watch movies, and nearly half of the users indicated that the frequency of watching movies will increase after the epidemic. At the end of February, Suning Studios launched the "Lion to Run" movie viewing package. Through pre-sales and multiple packages, the three-day sales exceeded 5000 sets, and the package validity period can be extended to the end of this year.
In accordance with the principles of orderly opening up and zoning and grading, all departments and regions continue to provide safer consumer products and consumption venues for the people on the premise of epidemic prevention and control, and promote consumer replenishment. From May 1st, the Beijing Regional Museum has been reopened one after another, and the public can make appointments to visit; the Capital Library and the Beijing Art Gallery Art Museum have been reopened, and the two public libraries and art galleries in the urban area can be reopened orderly according to their own conditions. Shanghai ’s open museums, art galleries, public libraries, cultural centers, and community cultural activity centers have also been reopened recently.
● Explosive growth of online entertainment, frequent highlights
"During the epidemic, people alternately meet the entertainment needs through online means, such as watching movies and watching dramas, listening to music, playing games, watching live broadcasts, etc." Wei Pengju said, user scale, click rate, activity, content output, etc. The indicators all prove that online entertainment has ushered in explosive growth, spawning a batch of new and upgraded entertainment consumption.
——Online education consumption is heating up, and it has become just what hundreds of millions of students need.
"Two months ago, I signed up for training in the ape counseling system. After each test, the teacher will give a detailed analysis based on the test paper and put forward many suggestions to remind you to consolidate, improve, and be proficient." Baoding, Hebei Three students Liu Yihan said.
"The penetration rate of online education is accelerating." Li Xin, vice president of online education at Ape Counseling, said that compared to traditional education and training models, online learning shows high-quality educational resources, dual-teacher companionship services, strong interactive experience and personalized learning methods. Has won the recognition of more and more consumers.
According to the statistics of Ali, during the period of “no-stops”, 140,000 schools and 2.9 million classes across the country have started classes, covering 120 million students, and 3.5 million teachers have become anchors.
——The consumption of online leisure and entertainment has soared.
Statistics from relevant institutions show that the monthly average number of active users in the online video field in February reached or exceeded the highest point in 2019. Among them, driven by multiple exclusive broadcasts of high-quality content, the monthly active users of iQIYI APP reached 606 million , A record high. Baidu search big data shows that the attention of entertainment programs and topics continues to grow.
"In the face of the increasing demand for drama viewing, we have consciously strengthened the content and operation planning, intensively launched themed drama series, and opened up all kinds of resources for drama, comprehensive, film, diffuse, and children." Youku COO Zhuang Zhuoran said.
Chen Mo, market leader of Tencent Music Entertainment Group, said that the popular K song APP, QQ music house home charity class, Kugou music children ’s music class, Kuwo music online charity live show and other products are popular. Music and online education, children ’s art, The connection of Quyi enriches the user experience.
"Cloud Jump Di" is also sought after. Recently, W Hotel on the Bund played a live show on the live broadcast of Flying Pig, which triggered over 80,000 followers online "Cloud Jump", many of them fans of grandparents.
——Online sports consumption is popular, and fitness is correct.
"I spent 399 yuan on a fitness app and purchased a 14-day 'accompanying' training course, and the effect is not bad." Xiaohui, a senior student at a Shanghai university. Nowadays, more and more people begin to "cloud fitness", the content of Xiaohong book about fitness punching has increased, and fitness videos such as "beautiful ballet" on Bilibili have become popular.
From February 6th, Word of Mouth launched a "1000 hours free open class" live broadcast project with nearly 100 local businesses in the country. Hundreds of gyms and dance training institutions in Hangzhou, Shanghai, Chengdu, Chongqing and other places participated in it to meet the needs of a large number of users to experience professional fitness teaching.
Wang Dong, executive vice president of Suning Sports Group, said that PP Sports meets the user's "cloud sports" needs by freely opening the copyright of events and launching an "online fitness sharing plan".
"The digital entertainment industry has sprung up and bucked the trend, and digital cultural tourism consumption has become a new hotspot and trend." Wei Pengju believes that "culture + Internet" and "culture + e-commerce" have further developed, and the offline priority distribution model that the movie has long adhered to has been broken. 4K + 5G + VR / AR technology is more deeply integrated with entertainment, and new formats, new models, and new technologies bring new experiences.
● Expand capacity and improve quality, further release consumption potential
Compared with the upsurge of online, offline entertainment consumption is still gradually recovering. "The resumption of production and production of the offline entertainment industry depends on the control of the epidemic situation, and it is necessary to attach great importance to protection." Jing Linbo said that the natural close-range socialization of the offline entertainment industry puts forward further requirements for protection work. Select a portion of movie theaters as pilot sites, implement traffic limit management and control, and implement "non-full seat" services.
To unleash the potential of consumption, we need to work together.
Policy support is indispensable. Wei Pengju believes that for cultural venues and cultural and creative parks, rent subsidies and certain liquidity support may be considered. It is necessary to stabilize the “rice bowl” of cultural and creative practitioners through policies such as recruitment incentives and preferential taxes and fees.
According to the person in charge of the Ministry of Culture and Tourism, he is currently actively helping the cultural and tourism enterprises to alleviate their difficulties, implementing fiscal, taxation, and financial policies, helping enterprises to reduce the impact of the epidemic, and enhancing the development confidence and stamina of digital cultural tourism enterprises.
The upstream and downstream of the industrial chain are also helping each other. At present, film and television crews have started construction in an orderly manner. During the shutdown, Zhejiang Hengdian Film and Television City launched various relief policies; Youku also helped upstream suppliers to shorten the account period and pay mid-term payments in advance for the crew.
In the long run, to expand consumption of entertainment, the supply side needs to "expand capacity and improve quality." 23 departments jointly issued the “Implementation Opinions on Promoting Consumption Expansion and Quality Improvement and Accelerating the Formation of a Strong Domestic Market”.
Wei Pengju said that the latest digital technology should be closely combined to effectively improve the convenience and accessibility of cultural and entertainment consumption; improve the content management system to meet people's diverse and subdivided consumer needs; encourage more boutiques to prevent pan-entertainment and low Youth orientation; through further expansion of opening up, attract more talents and capital in the world, and activate domestic literary and artistic creation.
Cultivate professional creative teams to produce high-quality content. "The most important thing is that content is king, you must work hard on product design and creation, and products must stand the test of time." Jing Linbo believes that at present, China's cultural and creative personnel are in short supply and their quality needs to be improved. This shortcoming must be filled as soon as possible. Qi.
Strengthen to build a new infrastructure for digital cultural tourism. On March 1, the 1388-year-old Potala Palace conducted its first live broadcast. "The popularity of cloud shopping museums proves that offline entertainment consumption content can also be well satisfied online. It is necessary to continue to improve the digital infrastructure so that online entertainment consumption can be experienced by more people." General Manager of Taobao Content E-commerce Business Unit Yu Feng said.
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