Digital cultural industry has become a new growth point for the development of my country’s cultural industry。current，The cultural and creative industry with IP as the core is moving from content integration to industrial ecological integration，New business format、New models are emerging，The industry is developing with new vitality，Presenting new technology leadership、Ecological operation、New trends in industrialization development。

Industry analysis，In the future, the digital cultural industry will continue to deepen towards ecological competition、Comprehensive integration of "IP + industry"、Promote the widespread application of new technologies。It is expected that my country’s digital economy will reach 16 trillion US dollars by 2035，The digital cultural industry is also expected to open up a trillion-level market space。

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Recently，Tencent announces “New Cultural Creativity” strategy。Vice President of Tencent Group、Introduced by Cheng Wu, CEO of Tencent Pictures，2011，Tencent proposes multi-field symbiosis based on the Internet and mobile Internet，The "pan-entertainment" concept of creating a fan economy for celebrity IP。The core idea of ​​Tencent’s strategic upgrade from “Pan-Entertainment” to “New Cultural Creativity”，That is, through a wider subject connection，Promote the mutual empowerment of cultural value and industrial value，Achieve more efficient digital cultural production and IP construction。

For Tencent，“New cultural creativity” is not just at the conceptual level，There are also a series of substantive strategic layout action plans: establishing a wholly-owned subsidiary of Tengying Publishing，Full copyright development of Gulong series；As an important source of IP content for the new cultural and creative ecology，Tencent Animation will achieve a more diversified content layout, etc.。

IP generally refers to works created by a certain person or an organizational team，The contents of the works include but are not limited to literary and artistic works、Business name, etc.。From a legal perspective，IP is intellectual property。

Industry experts interviewed by the reporter of "Economic Information Daily" believe that，This is not only Tencent’s strategic adjustment to adapt to changes in policy orientation，It also reflects the leadership 188bet Online Sports Betting and Casino of new technologies、Ecological operation、New trends in the digital cultural industry with industrialized development。

“The current policy orientation is to guide the cultural and creative fields to have feelings and positive energy，Return to elegance and popular taste，Improve cultural connotation and artistic taste，The road to excessive entertainment is no longer feasible。" said Chen Shaofeng, deputy director of the Institute of Cultural Industry of Peking University，In the rectification activities to purify cyberspace，Online Movie、Live Broadcast、Some obviously vulgar content in the short video has been removed from the shelves，Enterprises are also aware of this trend，The platform cannot just pursue entertainment，Still need positive energy。

“From a global perspective，Simple sensory stimulation is no longer so popular，The lukewarm response to the release of the American blockbuster "Pacific Rim 2" is an example。” Yu Jianing, director of the Institute of Industrial Economics, Information Center of the Ministry of Industry and Information Technology, believes。

Although the specific strategies are different，Other platforms are also actively exploring the deep cultural value of IP，Creating a new ecosystem for the industry chain。

Alibaba is based on traffic distribution，Relying on the intensity and depth of mergers and acquisitions，Join UC、Strong traffic from Youku and Tudou，Complement Pictures、Literature、Digital Entertainment，And game monetization channels，Forming a “3+X” large entertainment architecture business matrix。

Youku, which proposes the "big entertainment" strategy, emphasizes the ecological operation of the industry。Yang Weidong, rotating president of Alibaba Culture and Entertainment Group and president of Youku Business Group，With the entry of the Internet Army，The entertainment industry has evolved to the ecological stage，Production of content、Issue、Publication、Realization，All require platform trading capabilities。

Baidu relies on games、Three key businesses of video and literature are laid out，Focus on the integration of film and television layout，Formed a PGC content ecosystem with Baidu Video as the core、Online film and television entertainment content ecology with iQiyi as the core、Offline movie + performance ecology with Nuomi Movie as the core and fan-based pan-entertainment ecology with Baidu Tieba as the core。

From "Idol Producer" who shouted the slogan "The harder you work, the luckier you get"，To "Robot Hegemony" that promotes robot competition culture，A series of online variety shows launched by iQiyi emphasize values ​​orientation。Wang Xiaohui, chief content officer of iQiyi, said: “Entertainment can no longer be synonymous 188bet Online Sports Betting and Casino with shallowness，Entertainment should create interesting souls”。

As a leading company in the gaming industry，Sanqi Interactive Entertainment actively promotes the ecological development of the online game industry，Realized the change of thinking from "emphasis on channels" to "emphasis on products" under ecological development，Promote the common prosperity and development of large and small ecologies。

The trend of ecological competition is gradually emerging

On this year’s International Museum Day，An H5 short video called "The First Cultural Relics and Actors Conference" is "popular" in the circle of friends，View volume exceeded 100 million。In video，The Tang Sancai Hu people transformed into popping dancers and danced the popular "Paihui Dance" on Douyin，Terracotta warriors became rappers，Multiple national treasures and cultural relics have been reinterpreted in an organic integration with popular elements。Behind this phenomenal product，is the National Museum of China、Hunan Provincial Museum、The "Museum Douyin Creative Video Contest" jointly launched by 7 national first-level museums including Nanjing Museum and Douyin。Such "platform + museum" and "platform + research institute" cooperation methods are already very common。

In fact，With the deep penetration of the Internet，my country’s cultural and creative industry has shifted from individual competition to ecological competition，The industrial ecology is becoming increasingly mature。Ecological operation，It is to combine various collaborative entities、Cultural resources and creative forms are more widely connected，And the concentration of high-quality resources，It will bring more possibilities to create Chinese original cultural products。

“A good IP，You must start thinking about literature when establishing a project、Comics、Voice、Film and TV、Short video、Choices and rhythm control in the development path of online and offline products such as derivatives，This requires a professional team and a powerful platform to connect。Chinese Internet companies have begun to be active、Actively participate in the entire content industry chain，In-depth participation in all aspects from production to broadcast to monetization。"Yu Jianing said。

The "2018 China Pan-Entertainment Industry White Paper" issued by the Information Center of the Ministry of Industry and Information Technology pointed out，Under "connection" thinking and "open" strategy，The integration and linkage of cultural multiple formats has become the development trend of the digital entertainment industry, especially the content industry，With literature、anime、Film and TV、Music、Game、Performance、The opening of peripheral and other multi-cultural entertainment forms、Synergy、188bet online sports betting The pan-entertainment ecosystem of symbiosis and symbiosis is initially formed。

Proposed by Analysys Information "2017-2018 China Pan-Entertainment Industry Ecological White Paper"，With its user base and multi-content aggregation capabilities，Video platforms are more likely to become ecological manufacturers。In online variety shows，2017，Tencent Video’s total variety show views exceeded 30 billion throughout the year，The total number of broadcasted self-made variety shows exceeded 12 billion，Both ranked first in the entire network。In terms of web dramas，iQiyi、Youku has also launched excellent works such as "River God", "Undocumented Crime", "The Best of Us" and "White Night" which have achieved double word-of-mouth traffic。

Introduction to Cheng Wu，Tencent Pictures has announced that it will jointly launch a ten-year series of Gu Long’s works with Zheng Xiaolong, the eldest son of Gu Long、Full copyright strategic cooperation，And launch a talent training program for young screenwriters。"White Night", which was well received last year and was released overseas, is also preparing for its second season and spin-offs。“The past few years，Some cultural and creative companies in China are always in a hurry，After the derivatives were produced, the continuous creation of original IP was ignored。And now we are seeing good changes。" said Wang Dong, a professor at Dongmyung University in South Korea。

“Last 5-10 years，China’s cultural and creative industries have experienced rapid development，But the problem of lack of innovation has not fundamentally changed，The same is true in the field of digital culture。" said Zhu Fangsheng, professor at Communication University of China，Targeting younger audiences、Homogeneous subject matter and content、Shortage of original talents，Plus industrial market imbalance，The cultural and creative industry has fallen into a bottleneck period after rapid development。And the industry operations caused by “new cultural creation”、New changes such as IP development will inject new vitality into the cultural and creative industry。

Trillion-level market space to be opened

Experts pointed out，Future，The ecological operation of the digital cultural industry will continue to deepen，In addition，It will also move toward comprehensive integration of “IP + industry”、In-depth advancement in the wide application of new technologies。

On the one hand, it is the comprehensive integration from “IP is king” to “IP + industry”。In the tide of simultaneous upgrading of information consumption and physical consumption，IP will further become the “yeast” of industrial integration，With agriculture、Manufacturing、Further integration of service industry，Formation of a new model of “IP + industry”。Future，“IP+Industry” 188bet sports betting app download will become an industrial brand upgrade、A new outlet for cultural upgrading。

Extending from the cultural and creative field to the manufacturing field，The connotation of IP will be greatly expanded，Not only covers cultural images、Copyright, copyright, etc.，Trademarks and brands will also be covered、Technical Application、Business Model、Innovative achievements accumulated over a long period of time by industrial ecology and other enterprises，Become a representative of corporate soft power。

On the other hand, the application of new technologies has gone from initial testing to full bloom。2013，Netflix uses big data to summarize user viewing habits in the production of the American drama "House of Cards"，The method of precise production according to user preferences is the first in the industry。In the past two years，Give drama series through “Fish Brain System”、The actor matching plan of variety shows provides data reference，Present the three-dimensional scene transformation effect through "bullet time" technology，have been widely used by Alibaba’s Youku and other platforms。The emerging blockchain technology is also changing the transaction and revenue distribution model of digital copyright、Basic industry rules such as user payment mechanism，Formation of integrated copyright parties、Producer、Full industry chain value sharing platform for users etc.。

Chen Shaofeng said，The trend of large Internet platforms to create ecological industrial chains will become increasingly obvious，These large platforms will pay more attention to industrial upgrading and content improvement in the next step，Never rely too much on entertainment elements，Move towards integrating more cultural connotations、Improve artistic standards。Meanwhile，There will also be more and more entrepreneurship based on Internet platforms，Provide space for small businesses with growth potential，Includes media、Advertising、Performance、Sports、Travel, etc.，Online and offline layout adjustments are constantly advancing rapidly，And with big data、The Internet of Things and other technologies are further integrated，There will be many cross-border integrations，There will also be a situation where a hundred flowers bloom。

With the increasing emergence of new features，The digital cultural industry will also open up huge market space。The optimism about the industry’s prospects has attracted a large amount of capital to deploy in 188bet online sports betting The pan-entertainment industry，And invest a lot of money，This not only greatly increases the value of IP，It also promotes the rapid development of my country’s digital economy。

There is a report showing，2016，The scale of China’s digital economy reaches 22.6 trillion，18 year-on-year increase.188bet sports betting app download 9%，Accounting for 30% of GDP.3%，And our country’s digital economy will reach 16 trillion US dollars by 2035。The output value of my country’s cultural and creative industry reached 415.5 billion yuan in 2016，About 18% of the digital economy.4%。The "2018 China Pan-Entertainment Industry White Paper" pointed out，2017，The output value of my country’s pan-entertainment core industry is approximately 548.4 billion yuan，32% year-on-year growth，It is expected to account for more than 1/5 of the digital economy。

The "2018 China Pan-Entertainment Industry White Paper" pointed out，As of December 2017，The number of online video users reaches 5.7.9 billion，Accounting for 75% of the total netizens.0%，Video users enter the era of universalization。And，User payment habits have been basically developed，Greatly increased willingness to pay。At the same time，Other income models relying on film and television drama IP，Like a game、The income scale of derivative peripherals and other businesses has also increased，Promote a virtuous cycle of industry profitability。According to statistics，The total number of paid members of the video website exceeds 1.700 million visitors，The proportion has reached 42 of the total number of members.9%，Paid members who spend more than 40 yuan per month from 20 in 2016.2% increased to 26% in 2017。

*thisWen LaiSource: Economic Information Daily, author: Sun Shaohua; Li Lingya, original title: "Pan-entertainment turns to new cultural creation, trillions of market space to be opened》.