2021, ups and downs, surging forward. Cultural Wei Xing how many things, touch and stir Xin Chou year.
The pulse of culture meets in this connecting year. During the 14th Five Year Plan period, the energy storage of the National Cultural Park will start again, and the national cultural tourism development carrier will focus on solving problems. Pulse is continuous struggle and comes down in one continuous line.
The charm of culture has been infiltrated in this ever-changing year. Traditional culture frequently "goes out of the circle", intangible cultural heritage inheritance is wonderful, and high-quality performing arts emerge one after another. Rhyme is the pure tone of gold and stone, with a lingering charm.
The trend of culture is in this new year. Industrial transformation was further promoted, the supply and demand structure was optimized and upgraded, and the vitality of emerging industries was highlighted. Potential is to take advantage of the situation and act actively.
The tide of culture is surging in this year. Digitally reconstruct the consumption scene of culture and tourism, and new consumption competes for the market of young people. Tide is to stand up and fight in the Jianghu again.
Take turns, ride the wind and waves.
Learn from each other with a view to the future.
: solemnly start writing and draw the blueprint of the cultural industry in the 14th five year plan
The Ministry of culture and tourism issued the "14th five year plan" for the development of cultural industry, which depicts a blueprint for the high-quality development of cultural industry. The plan defines the main direction of the development of the cultural industry during the 14th Five Year Plan period from seven aspects: promoting the innovative development of the cultural industry, promoting the optimization and upgrading of the structure at both ends of supply and demand, optimizing the spatial layout of the cultural industry, promoting the integrated development of the cultural industry, stimulating the development vitality of the main players of the cultural market, cultivating new advantages in international cooperation and competition of the cultural industry, and deepening cultural and financial cooperation, 44 key initiatives and engineering projects are listed in 8 columns to enhance the operability of the plan.
Looking forward to the future, by 2025, the cultural industry system and market system will be more sound, the structural layout of the cultural industry will be continuously optimized, the quality of cultural supply will be significantly improved, cultural consumption will be more active, the scale of the cultural industry will continue to grow, the proportion of the added value of culture and related industries in China's GDP will further increase, and the comprehensive benefits of the development of the cultural industry will be significantly improved, The role of supporting and driving national economic growth has been brought into full play.
inheritance: twenty years of intangible cultural heritage, the awakening and surging of cultural inheritance
When Kunqu opera was included in the first batch of "representative works of human oral and intangible heritage" by UNESCO in 2001, Chinese people knew little about the term "intangible cultural heritage".
Today, 20 years later, China has become the country with the largest number of world-class "intangible cultural heritage" projects. In May this year, the Ministry of culture and tourism issued the plan for the protection of intangible cultural heritage during the 14th five year plan, and the protection and utilization of intangible cultural heritage entered a new historical stage.
Over the past 20 years, China's intangible cultural heritage protection laws and regulations system has become increasingly sound, the project list has become increasingly rich, the protection level has been continuously improved, and the "activation" utilization vitality is vigorous. According to the data, there are more than 2000 poverty alleviation and employment workshops for local construction of intangible cultural heritage, driving more than 2200 projects, driving nearly 500000 people to employment, and helping more than 200000 poor households to get rid of poverty. This has also become an epitome of the gradual awakening, momentum and growth of Chinese traditional culture and its industry.
turn: the performance market opens the curtain of transformation
2021 is the year of transformation of the performance market. On the one hand, the impact of the epidemic continues; On the other hand, the demand of the performance market is accelerating. How to balance profit objectives with the requirements of normalized epidemic prevention and control has become a test for performance enterprises.
There are several development directions worthy of attention in the performance market. "Online" is an exploration direction. The cooperation between performing arts institutions and Internet platforms will become closer and closer, and the brand building of online performance will be put on the agenda; "High quality" is a development direction. The head performance enterprises will have greater advantages in this development cycle. It depends on who can stand up to the end and plan and layout as soon as possible under the epidemic situation; "Cultural tourism integration" is a promotion direction, and the performance industry is integrated with scenic spots, hotels and key tourism destinations; "Fine management" is a transformation direction. The performance industry may bid farewell to the extensive management and promote the whole process management and fine management of performance activities, including ticket information management, performance data statistics, rationalization of performance approval links, prediction and guidance of industry development trends, etc.
close: when the research tourism closes the "double reduction" beat
The impact of the "double reduction" policy has affected many industries. The after-school training, which has long been a trillion market, is bound to have large-scale overflow and diversion. Many people in the industry are optimistic about the research tourism industry and believe that it may benefit from the "double reduction".
In fact, the current research market is becoming more and more abundant, which is very attractive both in the organization of tourism activities and the expansion of learning content. Parents value quality education and comprehensive practical courses. Children are willing to accept the form of teaching in tourism. In addition, the time slot of winter and summer vacation is good for research tourism. But at the same time, research tourism benefits the industry, which does not mean that research enterprises can be better. Discipline Training giants such as New Oriental and tal have long had research and learning business, and the tourism comprehensive group represented by China Cyts Tours Holding Co.Ltd(600138) has also achieved considerable gains in the research and learning track. The competition in the research and learning market will be more intense, and the products also need to be richer, more levels and higher quality.
ride: take advantage of the momentum and start from the energy storage of the National Cultural Park
This year, the Great Wall national cultural park construction and protection plan, the Grand Canal National Cultural Park construction and protection plan and the long march national cultural park construction and protection plan were officially issued, indicating that the construction of the National Cultural Park is accelerating.
To build a national cultural park is to let cultural relics speak, history speak and culture speak, integrate cultural relics and cultural resources with prominent significance, important influence and major themes, implement park management and operation, and realize the functions of protection, inheritance and utilization, cultural education, public services, tourism, leisure and entertainment and scientific research, Form a public cultural carrier with specific open space and focus on building an important symbol of Chinese culture. The introduction of the protection plan provides scientific guidance for promoting the construction of national cultural parks. At the same time, the National Cultural Park involves many provinces and departments, puts forward higher requirements for overall coordination and division of labor and cooperation, and will also promote relevant system innovation, transportation management innovation, project innovation, etc.
wind: Henan satellite TV "out of the circle", blowing a whirlwind of traditional culture
Henan satellite TV has been on the hot search for many times in 2021. Several highly creative and aesthetic performances have completely turned many audiences who had no sense of traditional culture into fans. From the "Tang Palace Banquet" in the Spring Festival Gala to the "wonderful night of Lantern Festival"; From the "Luoshen water Fu" underwater to the "Longmen King Kong" on the ground, the traditional culture has been beautifully interpreted and won a lot of praise.
Henan satellite TV has blown a whirlwind of traditional culture, which is also inseparable from the innovation of communication concept. "Kwai Tang banquet" and other programs in the social media, especially in the young people gathered on the micro-blog, B station, fast hands and other platforms, has attracted a lot of attention, and accelerated the spread of the word of mouth. This also enlightens people that traditional culture has never gone far or "outdated", but needs more creative expression and communication methods closer to the new generation of consumers. The treasure house of traditional culture, there are more boutique contents to be explored.
break: break the problem, and the first batch of national night cultural and tourism consumption gathering areas appeared
In November, the Ministry of culture and tourism released the list of the first batch of national night cultural and tourism consumption clusters, and 120 projects were selected.
In fact, the selection requirements of the first batch of lists that have attracted much attention are quite strict, and there are clear provisions on the scope of four dimensions, the degree of business agglomeration, public service level, brand awareness, market order and policy environment. Among them, the number or business area of cultural merchants in the commercial areas of neighborhoods, sports, business and tourism complexes and cultural industry demonstration parks at or above the provincial level shall account for no less than 40%. This is also to truly select regions with rich cultural connotation, prominent regional characteristics, large scale of cultural and tourism consumption, high consumption quality and level, and typical demonstration and leading role.
wave: new cultural consumption, rolling up a new wave
The most interesting point in the field of cultural consumption in 2021 is the rise of new consumption. New cultural products represented by script killing, cultural tourism blind box, cultural and creative goods and online red culture are creating a huge emerging consumer market and forming a new wave of fashion consumption.
But there are also rough waves above the waves. The scale of the script killing market has exceeded 10 billion yuan, and scenic spots and hotels have also introduced it one after another. However, at the same time, the problems existing in the script killing industry in fire safety, content review and epidemic prevention management have also attracted regulatory attention, and the next step is likely to usher in a market reshuffle. Archaeological blind boxes, toy blind boxes, ticket blind boxes and other sales are hot, but the pet blind box incident also triggered a reflection on the blind box economy. There are more and more popular online attractions, and the role of social media in tourism marketing is increasing day by day. However, the "photo fraud" problem exposed in the little red book once pushed the online popular scenic spots to the forefront. Therefore, in the new year, the standardized guidance of new cultural consumption may become a trend.
(China Tourism News)
