What is the experience of immersive "surrounding" Sanxingdui?
Our reporter Gao Qiao "People's Daily Overseas Edition" (July 04, 2022 Issue 08)
Immersive online fittings, immersive "cloud" viewings, immersive museum visits... Immersive experiences are gradually becoming popular among consumers, and new scenarios of digital consumption are also "living".
Experts believe that relying on technologies such as virtual reality, augmented reality, holographic projection, and intelligent interaction, new immersive digital consumption scenarios have become popular, bringing consumers a stronger sense of interaction, scene, and substitution.
The feeling of being there
Hanging around in different sacrificial pits in Sanxingdui, you will encounter the cute kneeling bronze figures, the shocking bronze statues with golden masks, and the bronze statues of snakes on the top. Step into the ancient Shu Kingdom, stop to admire the babbling of the flowing water, the reeds, and watch people on the sacrificial platform. Pray sincerely before... This is an immersive experience that seems to be on the scene, from the digital interactive space "Sanxingdui Fantasy Journey".
The audience can enter the interactive space by scanning the QR code with their mobile phones and enter the Sanxingdui archaeological excavation greenhouse, the Sanxingdui Digital Museum and the ancient Shu Kingdom and other scenes.
There are many creative products such as immersive archaeological Sanxingdui, bringing people a new digital life experience.
For example, the Dunhuang Research Institute used 1:1 digital high-fidelity technology to reproduce the scripture cave in Cave 17 of the Mogao Grottoes in Dunhuang in the "cloud"; the Henan Spring Festival Gala creation team used 5G+AR (augmented reality) technology to launch virtual scenes and reality The stage-integrated dance performance "Night Banquet in the Tang Palace"; the stage play "See Pingyao Again" comprehensively uses digital technologies such as sound, light and electricity to explore new forms of immersive performances.
Some netizens said that the application of digital technologies such as multimedia, virtual reality, holographic projection, and three-dimensional reality on the stage is refreshing.
Experts believe that with the mature promotion of technologies such as virtual reality, augmented reality, holographic projection, and intelligent interaction, the immersive industry represented by immersive shopping, performing arts, exhibitions, movie viewing, dining, travel, and entertainment is becoming a new digital The consumption format releases fresh vitality.
The immersive industry has changed the passive experience of traditional business scenarios. Through various personalized simulations, it provides consumers with a more personalized, scene-based and digital consumption experience in the form of immersive scenarios, multi-sensory surrounds, and interactive narratives. .
Rapid establishment of industrial chain
Qi Ji, a professor at Communication University of China, believes that the new scene of digital cultural consumption is in the context of the rapid development and wide application of new experience technologies such as holographic presentation, digital twin, multilingual interaction, high fidelity, and cross-time and space. A space for personalized, interactive and immersive experience consumption, which can not only meet the personalized and diversified consumption needs of young groups, but also solve the problems that the traditional cultural consumption of the elderly and disabled groups is restricted by physical conditions, equipment and facilities conditions, etc. It can create a new cultural experience in all aspects.
In recent years, immersive digital consumption has been extended to multiple industries such as e-commerce shopping and cultural tourism projects, showing important commercial value.
Industry insiders pointed out that the current immersive digital cultural tourism industry chain is being built rapidly. The service supporters in the upstream of the industry chain provide support for creative design, software technology and intelligent hardware equipment, and the service providers in the midstream mainly provide holographic restaurants, VR (virtual reality) ) Hotels, immersive tourism performances, immersive theme parks, digital experience exhibitions, AR tourism souvenirs and other immersive experience projects. The downstream service application parties mainly include hotels, scenic spots, theme parks, museums and other cultural and tourism institutions and enterprises. Immersive digital cultural tourism products are presented to consumers.
Some experts believe that in the entertainment industry, immersive consumption still has high initial investment costs, large investment in hardware facilities, long payback period, high dependence on intellectual property rights such as creative design, scarcity of high-quality content, difficulty in large-scale operation, and supporting industries. The chain is not complete and so on.
Since the entire industry is still in the early stage of development, its business model still needs to be explored by industry participants, and the government should also give certain attention and support.
Considerable development potential
Chen Duan, director of the Digital Economy Integration Innovation Development Center of Central University of Finance and Economics, believes that China's online cultural consumption is rapidly rising, and new forms of cultural consumption such as "cloud tourism" and "cloud variety shows" are developing rapidly. The cultural industry has brought new room for growth.
In 2020, the Ministry of Culture and Tourism issued the "Opinions on Promoting the High-Quality Development of the Digital Cultural Industry", which clearly put forward the "development of immersive business formats", and supported cultural relics units, scenic spots, theme parks, park blocks, etc. to use cultural resources to develop immersive Experience projects; promote the combination of immersive business formats with urban public spaces, characteristic towns, etc.
In 2021, the development of immersive experience will be written into the "14th Five-Year Plan for Cultural and Tourism Development", which will become an important part of promoting the optimization and upgrading of the cultural industry structure.
The "Beijing Digital Consumption Energy Level Improvement Work Plan" released in June this year proposed that Beijing will accelerate the promotion of typical digital application scenarios, including creating immersive digital experience such as "AR try-on", "VR house viewing, car buying, shopping" and so on. A new scene of living consumption.
Industry insiders believe that with the development of the cultural tourism industry in the direction of vertical deepening, the immersive business format, as a new business format formed by the integration of culture and technology, a product of the combination of content creativity and technological innovation, has sufficient stamina, a large market, and considerable development potential. It will become an important development direction of the future cultural tourism industry.