Musicals, dramas, and talk shows are becoming the new favorites for young people's leisure activities after get off work. On weekends, they go to the Camicchi art exhibition or "encounter" Van Gogh and Matisse at the exhibition of Western modern and contemporary art masters to enrich their lives and improve their artistic aesthetics. ...In the first half of 2022, affected by the domestic epidemic situation, the cultural consumption market will be tightened as a whole, and localized, close-range and diversified cultural consumption will dominate.
Today, the collision of trendy culture and traditional culture stimulates the vitality of cultural consumption, and the promotion of tourism to cultural consumption has formed an industry consensus.
In the future, rural scene creation, "intangible cultural heritage + cultural creativity", and community economy will continue to stimulate the vitality of the cultural consumption market.
Venue visit, movie viewing
Local cultural events replace out-of-town travel
In the first half of 2022, affected by the domestic epidemic situation, the overall cultural consumption market will tighten.
According to the "National Cultural Tourism Consumption Data Report for the First Half of 2022" recently released by the Data Center of the Ministry of Culture and Tourism, the epidemic has disrupted the recovery pace of the tourism market, and domestic residents' willingness to travel and consumption have been affected.
Compared with 2021, more than 50% of the residents and tourists will reduce the frequency of offline cultural leisure and cultural consumption expenditure.
The radius of domestic culture and tourism and leisure has further shrunk, and localized, close-range and diversified cultural consumption dominates.
In the first half of 2022, the offline scenes of residents' cultural consumption are mainly concentrated in urban business districts and cultural blocks, cultural venues, urban surroundings and villages.
The cultural consumption content of residents and tourists is ranked in the following order: cultural edification and artistic experience, cultural venue visits, movie watching and drama watching, mass cultural experience (square dance, chorus, etc.), traditional cultural experience (intangible cultural heritage, festival activities, etc.) , science and technology animation (network audio-visual, digital reading, robotics, virtual reality, etc.), etc.
Watching a VR ball game at home is like being on the scene, and the singer's online live concert has broken through the space restrictions - online space has become an important scene for domestic cultural leisure and consumption.
95.4% of the respondents indicated that they have engaged in online cultural and leisure activities.
Residents' online cultural and leisure activities mainly focus on online film and television and live video, online performances, cloud experience in cultural venues, knowledge charging, online courses and other fields.
Residents are willing to pay for high-quality online cultural and leisure content, as well as offline experience consumption.
In addition, more than 90% of the respondents indicated that they would make cultural consumption during travel.
The cultural experience content of tourists includes visiting cultural venues, checking in to literary and artistic petty bourgeoisie destinations, watching dramas and exhibitions, performing arts and festivals, and folk custom experiences.
From the perspective of consumption expenditure structure, the proportion of cultural consumption in tourism expenditure is mainly concentrated in the range of 10% to 30% and the range of 30% to 60%.
Trend and Tradition Integrate New Consumption Space
Science and technology support to open up new fields
In Beijing, the traditional Xidan business district will become a fashionable and attractive circle integrating fashion communication, digital consumption and financial business; Sanlitun, known as a national fashion landmark, is home to modern parties, coffee festivals, art installation exhibitions, and e-sports trends. Play activities are taking turns.
The fusion of trendy culture and traditional culture stimulates the consumption vitality of urban business districts and leisure districts.
Focusing on the sense of unboundedness, substitution and immersion pursued by contemporary consumers, commercial blocks, cultural blocks, and commercial complexes in many places in China have accelerated innovation, exploration and transformation in fashion, cultural creativity, technology empowerment, and scene creation. After the return, it has a strong revival and has become an important cultural consumption scene.
Special survey data shows that urban business districts and leisure districts account for 55% of offline cultural consumption scenes.
At the same time, the historical activation based on a modern perspective continues to stimulate the consumption vitality of cultural venues.
This summer, many museums in Beijing held new blockbuster exhibitions, and a batch of blockbuster cultural relics arrived in Beijing: "The Origin of Italy - Ancient Roman Civilization Exhibition" at the National Museum brings together 308 pieces (sets) from the 4th century BC from Italy Bronze, sculpture, pottery, coins and other precious cultural relics up to the 1st century AD, show the collision and fusion of Italian multiculturalism; the National Book Museum's "Encounter Mesopotamia-Syrian Ancient Cultural Relics Exhibition" brings together people from Damascus 196 pieces (groups) of exquisite cultural relics from 9 Syrian museums including the National Museum and the Aleppo Museum and 3 domestic museums; the "One Hundred Years of Promise-Western Modern and Contemporary Art Master Works Exhibition" at the China Millennium Monument, the audience can appreciate the Vatican up close. The precious works of the pioneering and representative masters of the 20th century such as Gao, Modigliani, Picasso, Kandinsky and Morandi.
According to the survey, more than 60% of the respondents indicated that they would visit cultural venues or watch movies every six months or quarterly.
Many museums in China rely on the integration of technology to optimize the visiting scene, rely on content creation and social platform dissemination and promotion to increase the attention, and the cultural experience space with a sense of immersion and style shortens the distance between culture and people, and drives cultural consumption.
The integration of technology and culture continues to deepen, and the metaverse, artificial intelligence, virtual reality, etc. are increasingly integrated with the cultural field, opening up a new field of cultural consumption.
In view of the current cultural consumption market, 65.1% of the interviewed companies said that the economic downturn and weak demand restrict the development of cultural consumption, 52.1% of the interviewed companies said that their products are homogeneous and lack of innovation, and 22.2% of the interviewed companies said that the profit margin is small. .
In the face of the above difficulties, cutting-edge technology has played an active role in the innovation of formats, experience upgrading, cost reduction and efficiency enhancement in the cultural and tourism industries. Cultural and expo venues and tourist attractions such as the Forbidden City, Dunhuang, and Mount Tai are actively developing digital collections, which have become cultural consumption hotspots.
Cultural and creative intangible cultural heritage has become a new cultural consumption
Social Community Creates New Popular Business Scenarios
Going to museums to buy cultural and creative products, intangible cultural heritage filigree inlaid craft jewelry has become a trendy accessory for young women... Activating intangible cultural heritage and cultural and creative development with culture as the core is an important part of the consumer market.
According to the special survey data, the proportion of shopping represented by cultural creativity in cultural consumption expenditure has reached 55%.
"Cultural creation + intangible cultural heritage" makes traditional culture appear in the public eye with a new image, promotes cultural dissemination and inheritance, improves the cultural identity and cultural confidence of the people, and provides strong support for the growth of cultural consumption.
At this stage, domestic cultural consumption is mainly concentrated in the fields of cultural products such as cultural creation and intangible cultural heritage, entertainment products and services, cultural publications, radio and television, and film and television theaters.
From a long-term perspective, 57.4% of the interviewed companies believe that the cultural consumption market will focus on cultural products such as cultural creativity and intangible cultural heritage.
In addition, the community economy is playing an increasingly important and more active role in cultural innovation and consumption promotion.
According to the special survey data of the China Tourism Academy in 2022 on the community economy, the communities concerned by domestic residents mainly include interest exchange, knowledge sharing, leisure and entertainment, shopping, etc.
Various new groups have gathered a large number of social resources, information resources and mutual assistance resources. These resources are closely integrated with the development of the cultural consumption industry and business innovation, effectively promoting online and offline cultural consumption.
At present, the commercial space featuring social activities and community interaction has become a popular scene for cultural consumption.
Shanghai "TX Huaihai Youth Power Center" and U479 Trend Center create continuous social activities with content tags that young people like, and use social connections to create a new space for cultural consumption.
People's yearning for a better spiritual and cultural life has never stopped, and they are still enthusiastic about the experience and consumption of future cultural and leisure activities.
The survey shows that 81.8% of the respondents said that the frequency of cultural consumption will increase in the future, and 93.6% of the respondents said that they will increase the cultural consumption expenditure in the future.
Text / Our reporter Chen Si