[China @2016] Looking at the new kinetic energy, new achievements and new opportunities for the development of China’s cultural industry with big data.

　　Author: Peng Yi, Dean and Professor of Creative Industry Technology Research Institute of China Renmin University and Deputy Director of Sichuan Provincial Department of Culture.

　　2016 is the first year of the 13 th Five-Year Plan and the deepening year of supply-side structural reform. Under the background of increasing downward pressure of macro-economy, the development of China’s cultural industry goes against the trend. According to the "China Provincial Cultural Industry Development Index (2016)" issued by the Creative Industry Technology Research Institute of China Renmin University, the development of China’s cultural industry shows the following characteristics:

　　First of all, it shows a steady growth trend. In 2016, the average value of cultural industries in provinces and cities nationwide reached 73.71, slightly higher than 73.65 in 2015, and since 2010, the average annual growth rate has been 1.08%. Secondly, the development level of cultural industry in the eastern region is relatively high, but the growth rate in the central and western regions is relatively high. This is manifested in the fact that among the top ten provinces and cities in the comprehensive index in 2016, except Sichuan and Jiangxi, the rest are located in the eastern region; Among the 10 fastest growing provinces and cities, 8 are located in the central and western regions. Finally, from the perspective of balance, the overall trend of fluctuation in 2015-2016 shows that the productivity, influence and driving force of the cultural industry are developing in a balanced way.

　　1. Culture and technology are integrated into a weather vane, and emerging formats are constantly expanding.

　　In 2016, the integration of culture and technology became closer and deeper. According to the "Cultural Industry Development Index of China Province (2016)", the score of the second-level indicator scientific research environment index is 70.79, which continues to improve compared with 2015, and both scientific research investment and technology application have reached a higher level.

　　The specific performance is as follows: First of all, the interaction and integration of VR technology, AR technology, virtual enhancement technology and artificial intelligence between cultures are deepening. Baidu, Ali, Tencent, Xiaomi, LeTV, Storm, Iqiyi, 360 and even Mango TV are all actively planning VR layout, which is the icing on the cake for the "first year of VR". Secondly, the continuous advancement of the national cultural science and technology innovation project has played an important role in the research of common key technologies in the cultural field, the optimization and upgrading of traditional cultural industries, and the cultivation and development of emerging cultural industries.

　　2. Cultural finance is closely related to national strategy and cultural and economic activities.

　　In 2016, governments at all levels introduced policies related to culture and finance, which had a guiding influence and attracted the attention of social capital to culture and finance. According to "China Province and City Cultural Industry Development Index (2016)", the score of the second-level indicator cultural capital index is 76.74, which is generally higher than other indexes at the same level, and the difference between the scores of provinces and cities is small, indicating that the national cultural finance has maintained a good development trend under the guidance of policies.

　　The specific performance is as follows: First, the Cultural Department of the Ministry of Finance is established, and from the scope of the functions of the Cultural Department, the government financial perspective of the big cultural industry and the integrated industry will become more and more clear; Secondly, the Ministry of Finance issued 4.42 billion yuan of special funds for the development of cultural industries, which strongly supported the reform of the cultural system and the development of cultural industries, and the implementation mode of special funds was determined as "fundization+major projects"; Thirdly, the cultural industry was included in the national PPP promotion strategy for the first time, which promoted the innovation attempt of investment and financing in the cultural field; Finally, the listing boom of cultural enterprises is soaring. As of November 2016, there were 1,192 cultural enterprises listed on the New Third Board. Generally speaking, the development of cultural finance is getting deeper and deeper.

　　3. Brand building of cultural enterprises has been further strengthened.

　　In 2016, Chinese cultural enterprises paid more attention to brand building, brand value chain development, brand awareness, influence and radiation.

　　According to the "China Provincial Cultural Industry Development Index (2016)", the social impact index score of the secondary indicator is 75.91, which is higher than that of 2015, indicating that the brand influence of cultural enterprises is further enhanced. Not only the BAT Internet giant is well-known at home and abroad, but also some other outstanding independent brands of cultural enterprises have made stunning appearances in major international conferences such as APEC and G20, which have enhanced the international discourse power of Chinese cultural enterprise brands while exerting brand value.

　　4. Cultural consumption has an obvious pulling effect on the development of cultural industry.

　　In 2016, China’s cultural consumption market was active. The specific performance is as follows: First, cultural consumption continues to grow. According to the "China Cultural Consumption Index (2016)", China’s comprehensive cultural consumption index has continued to grow, from 73.7 in 2013 to 81.5 in 2015, with an average growth rate of 3.4%. Secondly, all aspects of cultural consumption are being improved and optimized. Cultural consumption environment, cultural consumption willingness, cultural consumption ability index and cultural consumption satisfaction are all on the rise, among which the cultural consumption environment index is the fastest.

　　Finally, the cultural consumption policy has been further expanded. In 2016, the Ministry of Culture launched a nationwide pilot project to guide urban and rural residents to expand cultural consumption. The first batch of 45 national cultural consumption pilot cities have been set up twice, which has effectively boosted the growth of cultural consumption.

　　5. The IP development boom continues.

　　In 2016, IP continued to show a blowout trend. Internet, film and television and other kinds of capital have entered the IP industry chain strongly, making IP stand at the forefront of the content era. According to the "Cultural Industry Development Index of China Province (2016)", the market environment of secondary indicators scored 78.32 in 2016, which was slightly higher than that in 2015, indicating that the operation and management of copyright assets are constantly improving.

　　First of all, IP has become a hot spot across borders. High-quality IPs such as original literature, games, movies, cartoons, etc. have attracted wide attention, especially the cross-border IP of movie and video games. With the emotional experience of "nostalgia" and "feelings", it has maintained good interaction with consumers, and creative marketing has attracted fans’ resonance and gradually become the new favorite of capital. Secondly, IP development is also protected by special laws and regulations. In April 2016, China Assets Appraisal Association formulated and issued the Guiding Opinions on Intangible Assets Appraisal of Cultural Enterprises, which provided support for the operation and management of copyright assets of cultural enterprises and promoted the gradual improvement of the whole value chain of copyright creation, application, protection and management.

　　Second, the key industries of the cultural industry are blooming.

　　1. The development of film industry returns to rationality.

　　After experiencing an explosive growth of 48.7% in 2015, China’s film industry entered a "new normal" of moderate growth in 2016.

　　First of all, movies are still the most popular cultural products. According to "China Cultural Consumption Index (2016)", movies rank first among popular cultural products. Secondly, the movie box office has entered a period of rational growth. In 2016, the growth rate of box office in China narrowed, and the domestic box office market was stable at around 45 billion yuan, with a year-on-year increase of only 2.1%. Finally, the legal environment is further optimized. On November 7, 2016, the 24th meeting of the National People’s Congress Standing Committee (NPCSC) voted to pass the Film Industry Promotion Law. The promulgation of this landmark law has made the film market legal and gradually standardized.

　　2. The digital creative industry ushered in major favorable policies.

　　In 2016, the state increased its support for the digital creative industry. The digital creative industry has been included in the national strategic emerging industry development plan for the first time, and has obtained major favorable policies, which will enter a period of rapid development.

　　In December, the State Council issued the "Thirteenth Five-Year National Strategic Emerging Industries Development Plan", proposing that by 2020, the added value of strategic emerging industries will account for 15% of GDP. Digital creative industry has become one of the five new pillar industries whose output value reaches 10 trillion yuan.

　　3. IP is paramount in the music industry, and the Internet platform is constantly striving for hegemony.

　　In 2016, China’s music industry further matured, its industrial structure was gradually optimized, and its development space and market potential were huge.

　　Specifically, there are mainly the following highlights: First, the pattern of online music mergers and acquisitions has changed greatly. On July 15th, 2016, QQ Music and Ocean Music merged to form Tencent Music Entertainment Group, giving full play to the advantages of copyright integration and occupying an absolute market share. In this way, Tencent Music Entertainment Group, Netease Cloud Music and Ali Music constitute the "New Three Kingdoms" pattern of online music, competing and seeking a win-win situation. Secondly, innovative models such as "music+consumption", "music+film and television", "music+live broadcast" and "music+e-commerce" are constantly emerging, injecting fresh vitality into the music market.

　　4. Games and e-sports continue to maintain rapid growth.

　　In 2016, China’s online game industry as a whole showed a rapid and stable development trend. First, the industrial chain is becoming more and more perfect, and the industrial environment is gradually maturing; Second, it has achieved sustained and rapid growth in game variety, quantity, theme type, market scale and number of employees; Third, local original online games began to actively expand overseas markets; Fourth, the integration of live games and video games has become a new development model of the game industry.

　　According to the China Cultural Consumption Index (2016), the popularity of the game industry has increased by about 10% compared with 2015. In 2016, the actual sales revenue of China game market reached 165.57 billion yuan, up 17.7% year-on-year. Among them, the actual sales revenue of e-sports game market reached 50.46 billion yuan, accounting for 30.5% of the actual sales revenue of China game market.

　　5. Domestic animation develops rapidly, with unlimited secondary potential.

　　In 2016, domestic animation developed rapidly, which not only produced excellent animation works such as Ten Lengths and Return of the Great Sage, but also gave birth to a secondary economy with a continuously expanding scale.

　　First of all, the cooperation between original animation companies and Internet giants, the perfect combination of originality and capital, has promoted the rapid development of domestic animation. Station A and bilibili are owned by Ali and Tencent respectively. Aofei Animation acquired "There is a demon" with a total investment of 900 million yuan, and Light Media established a striped house. Secondly, the growing user scale has become an important driving force for the development of the secondary economy, among which young users are the main force.

　　6. The competition in the cultural tourism market is fierce, and characteristic towns have become new highlights.

　　In 2016, the scale of China’s tourism market expanded steadily. In addition to new tourism formats such as theme parks, tourism performances and cultural and art parks, characteristic towns have unique competitive advantages. According to "China Cultural Consumption Index (2016)", compared with 2015, the number of cultural tourism consumers increased greatly in 2016, and cultural tourism ranked first in the consumption expenditure level of the top ten cultural products/services.

　　With the national goal of "by 2020, cultivating about 1,000 characteristic and dynamic towns with leisure tourism, business logistics, modern manufacturing, education and technology, traditional culture, beautiful and livable", the cultural tourism market will usher in a new prosperous period. Among the 127 towns selected for the first time, 100 are related to the cultural tourism industry, accounting for 78.74%. Especially the characteristic towns in the central and western regions are basically related to the development of cultural tourism industry. Grafting characteristic tourism in characteristic towns provides a new direction for the development of cultural tourism.

　　7. Webcasting has become a big trend.

　　2016 is the first year of webcasting. On the one hand, the webcast industry is in a blowout state. There are more than 300 enterprises providing Internet live broadcast platform services in China, with the number of live webcast users reaching 325 million and the market revenue reaching 20 billion yuan, a year-on-year increase of over 200%.

　　On the other hand, with the rapid development of webcasting, there are also various violations. The State Administration of Press, Publication, Radio, Film and Television, the State Internet Information Office and the Ministry of Culture have taken various policies and measures to seriously rectify and actively guide, and webcasting is expected to embark on the road of professional development in pursuit of high-quality content.

　　In a word, in 2016, the structure of China’s cultural industrial chain was continuously optimized, and the added value was significantly improved. The innovation capability of the front end of the industrial chain has been significantly enhanced, and IP cross-border has become the original driving force of content; The mid-end of the industrial chain is driven by technological revolutions such as VR and internet plus, and the level of large-scale and intensive production has been greatly improved; At the end of the industrial chain, cultural enterprises have made great efforts in brand building, and the cultural consumption potential has been further released. In addition, the market of cultural industry factors such as talents, capital and copyright has been continuously improved, which has injected new impetus into development. If so, key links will be actively innovated, and key industries will blossom, and the development of China’s cultural industry will gradually gain new momentum, new achievements and new opportunities. (Peng Yi)