[Summary of Views].
The prosperity and development of the cultural industry will provide more solid and powerful cultural conditions for building a modern socialist country in an all-round way.
The smooth circulation of the cultural market and the prosperity of the cultural industry have not only strengthened cultural self-confidence, but also provided strong support for stabilizing expectations, growth and employment.
Digital and intelligent afterburner empowers the cultural service industry, and the new business format leads the driving force.
Further enhance the initiative and independent and controllable ability of the development of the cultural industry, and accelerate the transformation and upgrading of the cultural industry guided by the demand for cultural consumption.
The recently held ** economic work conference will "focus on expanding domestic demand" as one of the priorities of next year's economic work, put forward "the formation of a virtuous circle of consumption and investment to promote each other", the deployment of "actively cultivate smart home, entertainment tourism, sports events, domestic 'trendy products' and other new consumption growth points" and other measures.
At present, what is the development status of the cultural market?What are the promoting effects on China's economic growth, consumer demand and employment stability?How to effectively release the consumption potential of cultural tourism and better meet the diversified consumption needs of the masses?
A few days ago, Guo Liyan, director and researcher of the Comprehensive Situation Office of the Policy Consulting Department of the China Macroeconomic Research Institute, said that the cultural service market is a very typical field that reflects the trend of China's consumption upgrading. On the whole, the positive factors and favorable conditions supporting the prosperity and development of the cultural market have increased significantly, and the operating efficiency of cultural enterprises and the upgrading of the consumption of cultural products and services have been significantly accelerated.
The cultural industry provides strong support for stabilizing expectations, growth, and employment.
Since the beginning of this year, the demand for domestic cultural consumption has become increasingly strong, and the consumption expenditure on cultural and tourism-related services has grown rapidly due to the superimposed holiday and summer travel fever.
In the first three quarters, per capita consumption expenditure on education, culture and entertainment increased by 16 percent year-on-year4%, which is 7 higher than the growth rate of per capita consumption expenditure of residents in the country2 percentage points, of which the entertainment expenditure increased by more than 40% year-on-year, mainly due to the rapid recovery and iterative innovation of consumption scenarios such as tourism, performing arts, and exhibitions.
In the first three quarters, enterprises in cultural and related industries achieved operating income of 92 trillion yuan, and the total profit was 750.8 billion yuan, an increase of 7 compared with the same period last year7% and 314%。The operating income profit margin of cultural enterprises above designated size reached 82%, an increase of nearly 1 year-on-year5 percentage points.
Guo Liyan said: "The smooth circulation of the cultural market and the prosperity of the cultural industry have not only strengthened cultural self-confidence, but also provided strong support for stabilizing expectations, growth and employment. ”
In terms of steady growth, at present, the operating income of China's cultural service industry accounts for more than 50% of cultural enterprises above designated size. In the first three quarters, the cultural service industry achieved a year-on-year increase of 146%, which is significantly faster than the overall level of the service industry. The "core areas of culture" in the cultural industry account for as much as 65%, among which the cultural and leisure service industry, which is dominated by contact-based gathering services, has the most obvious recovery momentum, with an average growth rate of 20% in two years excluding the impact of the base.
In terms of stabilizing employment, Guo Liyan analyzed that the recreational tourism and health and leisure industries, as an important part of the high-quality life service industry, have great potential for employment absorption. The innovation and development of such industries can drive the expansion and quality improvement of related contact service industries such as "wholesale and small meals", thereby having a more positive impact on stabilizing employment and promoting income growth.
The leading role of new cultural formats is becoming increasingly prominent.
The essence of cultural development lies in innovation. Guo Liyan pointed out that at present, digital and intelligent technologies are injecting new vitality into the cultural service industry, and the leading role of new business formats is becoming increasingly prominent. Relevant departments have adopted a series of policy measures aimed at increasing the supply of high-quality cultural products and services, inheriting and innovating traditional Chinese culture, enhancing the value of Chinese brands and expanding the market, so as to accelerate the upgrading of supply and better match the upgrading of cultural consumption.
All localities have taken multiple measures to accelerate the application of digital technology in the cultural field. For example, the first batch of "5G + smart tourism" application pilots in the country cover 21 provinces (autonomous regions and municipalities), involving 5G smart theaters, 5G smart cruises, 5G + AR night shows, 5G monitoring and protection of cultural heritage and other projects. "In our research, we found that new scenarios of immersive and experiential consumption have emerged in traditional culture and characteristic cultural blocks around the country, promoting the in-depth integration and innovation of various formats such as cultural and entertainment tourism, health and leisure. Guo Liyan said.
A series of industrial innovation support measures have made concerted efforts to make the development of the cultural industry show a prosperous and positive trend. Guo Liyan used data to corroborate: in the first three quarters, the revenue of new formats accounted for more than 40% of the revenue of all cultural enterprises above designated size in China, and the contribution rate to the revenue growth of all cultural enterprises above designated size was close to 75%. Among them, the revenue growth rate of digital publishing, Internet search services, Internet entertainment platforms, multi-leading games and animation and other sub-industries reached or exceeded 20% year-on-year, and these new drivers strongly supported the rapid recovery of the cultural industry.
Accelerate the transformation and upgrading of the cultural industry guided by the demand for cultural consumption.
With China's economic transformation and upgrading, what new challenges and opportunities will the cultural market face?
Guo Liyan said that the current external environment is severe and complex, which has brought some challenges to consolidating the main ideological position and improving the resilience and security level of the cultural industry chain. At the same time, objectively, the lack of effective demand has also temporarily affected the consumption of cultural products. Compared with the rapid recovery of the cultural service industry, the revenue growth rate of the cultural manufacturing industry is still at a low level, but the noteworthy trend is that the year-on-year decline has been significantly narrowed, especially the revenue of wearable intelligent cultural equipment manufacturing and other subdivisions increased by more than 25% year-on-year, reflecting that scientific and technological innovation promotes industrial innovation and is accelerating the formation of new kinetic energy.
In the face of challenges, how should we respond to change and maintain a competitive advantage?
Guo Liyan suggested that cultural self-confidence should be enhanced, the initiative and independent and controllable ability of the development of the cultural industry should be further enhanced, and the transformation and upgrading of the cultural industry guided by cultural consumption demand should be accelerated.
The first is to be people-oriented, meet individual needs, and strive to provide more high-quality cultural goods and services. The second is to promote cultural equipment and other cultural manufacturing industries to accelerate towards high-end, intelligent and green, improve the quality standard system, and increase added value. The third is to relax market access in an orderly manner, clean up market barriers, create a market environment of fair competition, and continuously stimulate the endogenous power and innovation vitality of various cultural business entities. Fourth, enhance the linkage effect between the domestic market and the international market, strengthen the international communication power of Chinese civilization and Chinese cultural brand, and continuously enhance the national cultural soft power and Chinese cultural influence.
Guo Liyan said that based on the middle and late stages of the "14th Five-Year Plan" and looking forward to the "15th Five-Year Plan" period, the prosperity and development of the cultural industry will provide more solid and powerful cultural conditions for the comprehensive construction of a modern socialist country.
*: People's Daily Online).