On September 28, the 2021 Beijing Shunyi 4th Cultural Tourism Development Summit Forum (hereinafter referred to as the "Forum") with the theme of "Industry-City Symbiosis, Renewing Urban Vitality" was successfully held in Beijing. This forum is under the guidance of Beijing Culture and Tourism Bureau, the Shunyi District People’s Government, and the Propaganda Department of the Shunyi District Committee. It is hosted by the Shunyi District Culture and Tourism Bureau and organized by Zhihui Group. It has a forward-looking, trendy, and pragmatic perspective. Focusing on the opportunity of the "two districts" construction, the high-quality development of cultural tourism industry and the construction of cultural tourism consumption clusters in Shunyi District.
This forum brought together representatives from politics, industry, academia, and research to explore the new development path of "cultural tourism resource capitalization, cultural tourism asset productization, and cultural tourism product tradable" to create cultural Shunyi's new model of high-quality development of the tourism industry has opened a "new era" of cultural and tourism integration and industry-city integration in Shunyi District.
China Animation Group General Manager Yang Shoumin attended the forum and delivered a keynote speech "Culture + Technology-The Road to High-Quality Development of Cultural Tourism".
Yang Shoumin proposed that animation, as a cultural product, promotes an imaginary image symbol system by constructing a world view and story content; then through repeated presentation and continuous dissemination of symbols, it forms a value and brand, and finally through a marketing system Make its value continue to be realized and magnified. Culture, cultural creation, and cultural tourism are the "troika" for realizing the IP value of animation.
animation has a form of expression suitable for all ages and is an excellent cultural expression product with its unique appeal and affinity. The development of animation technology has provided strong momentum and strong support for the cultural and tourism industry, and has also provided a more diversified and broad space for the development of culture and tourism in the new era. Through urban mascots, content products, theme activities and experience spaces, a deeper integration of animation IP and the cultural and tourism industry can be achieved. Coupled with the empowerment of new digital technologies such as virtual people such as VR,Helping the physical industry can better promote the high-quality development of the cultural and tourism industry.
Through the Kumamoto IP in Japan, as well as domestic cases such as " Sanxingdui Glory Awakening" and "Tang Palace Night Banquet", Yang Shoumin elaborated on the in-depth integration of cultural IP and urban tourism cultural values, as well as IP and its derivatives. The economic income brought by urban destinations and the subsequent long-term cultural influence.
He also pointed out that 2020 is a special year. The cultural tourism industry has experienced a major test of epidemic prevention and control and survival and development. It has also accelerated the development of smart cultural tourism and the integration of online and offline industries. Cloud exhibition, cloud performance, cloud performance, cloud live broadcast and other new online business models for cultural and tourism development. The online supply of high-quality cultural and tourism products is becoming more abundant, and the spiritual and cultural needs of the people are increasingly being met. Digital technology continues to provide strong support for the development of cultural and tourism, and it also brings the development of cultural and tourism industry and digitalization in a wider range. Come with broad prospects.
The following is the full text of Yang Shoumin’s speech:
(This article is compiled based on the speech record, and edited it slightly)
, distinguished guests span
The topic of my speech today is "Animation Technology Empowers, Promoting the High-quality Development of the Cultural Tourism Industry". Recently, the Ministry of Culture and Tourism formally issued the "Fourteenth Five-Year Plan for Cultural and Tourism Development" (hereinafter referred to as the "Plan"). This is the first five-year plan formulated after the establishment of the Ministry of Culture and Tourism. The development orientation runs through the whole article:First, it emphasizes the promotion of high-quality development of culture and tourism itself through initiatives such as innovation leadership, technological empowerment, and deepening reforms; the second is to highlight the promotion of high-quality cultural and tourism development to promote the economy and society High-quality development,Make culture and tourism a new kinetic energy and new engine for promoting economic transformation and upgrading and building a modern economic system; third, highlight the unique role of culture and tourism in building a new development pattern, and clearly point out that “culture and tourism are both stimulating domestic demand, prospering the market, and The important content of expanding employment and smoothing the domestic cycle is also an important bridge and link to promote the domestic and international double cycle."
High-quality development can well meet the people’s growing needs for a better life, making innovation the first driving force, coordination as an endogenous feature, green as a universal form, openness as the only way, and sharing as the foundation The goal is gradually realized. Promoting the high-quality development of culture and tourism is of great and far-reaching significance for meeting the needs of the people for a better life, building a new development pattern, and building a socialist cultural power.
The "Planning" clearly requires "to give full play to the empowering role of scientific and technological innovation in cultural and tourism development, and to comprehensively shape new advantages in cultural and tourism development", emphasizing the importance of expressions such as scientific and technological innovation. The digital, networked, and intelligent ecological chain has profoundly changed the development environment, product forms, supply methods and consumption patterns of culture and tourism, providing a broad space for the development of culture and tourism in the new era and injecting strong momentum.
Animation is a kind of cultural product: by constructing worldview and stories, launching an imaginary image symbol system, and then through repeated presentation and continuous dissemination of symbols, it forms a value and brand, and finally makes its value continuous through a marketing system Realize and enlarge. As a form of expression suitable for all ages, animation has its unique appeal and affinity. There are four main modes of integration with tourism: urban tourism mascots, animation tourism content products, animation tourism activities and animation tourism space. Culture, cultural creation, and cultural tourism are the troikas that realize the value of animation IP.
In Japan, Kumamoto Prefecture is only a small county on the coastline of the central and western Kyushu Island. Its main income comes from agriculture and its economy is relatively backward. In 2011, the Shinkansen line that runs through Kyushu was opened, providing convenience for tourists to visit Kyushu conveniently.The Kumamoto prefectural government saw the opportunity and worked with artists to design and build the official IP Kumamoto Kuma to attract tourists to get off at Kumamoto Station. Kumamoto was named "Japan's most famous bear" in the year when Kumamoto was launched. On September 30 of the same year, he became the head of sales and happiness of Kumamoto Prefecture.
Kumamoto is by far the most popular mascot in Japan, even more popular than Doraemon. As the official mascot of Kumamoto Prefecture, Kumamoto bears have been loved by people all over the world, and its popularity as a world-renowned IP is still rising. It is an important publicity method for Kumamoto Prefecture government to promote tourism and surrounding markets. In addition to attending product exhibitions throughout Japan and appearing on TV shows, Kumamoto also cooperates with merchants to launch various products. In recent years, Kumamoto Kumamoto IP has created a total of 50 billion U.S. dollars in economic benefits for Kumamoto Prefecture.
In China, the cartoon "Sanxingdui Glory Awakening" invested by the Deyang Municipal Government of Sichuan Province also made Sanxingdui IP and Deyang City form a bundling effect. The cartoon revives the original mysterious and cold Sanxingdui cultural relics. The story is magical and imaginative. Through the resurrection of the cultural relics and the protagonist, they explore and decrypt together, showing the cultural charm of Sanxingdui and enhancing the value of tourism culture in Deyang. With the broadcasting of cartoons and the in-depth integration of the subsequent animation IP with the tourism industry, Sanxingdui's powerful IP has also attracted more people's attention. At present, Deyang's postcards, bags, pillows, beer, etc. have all been stamped with the mark of Sanxingdui, and stage dramas have been launched, which have received wide acclaim. At present, Sanxingdui IP and its extension products have brought more than 300 million yuan in economic income and continued influence to the Deyang Municipal Government.
"Tang Palace Night Banquet" is inspired by a set of 13 three-color musical figurines and dancing figurines in the Henan Museum, and also gives the ancient IP a powerful new vitality. The work draws on the characteristics of the costumes of the Tang Dynasty figurines, and the traditional cultural elements are used incisively and vividly in the show. "Tang Palace Night Banquet" tells the story of the Tang Dynasty by combining the visual aesthetics of contemporary people, vividly telling the banquet hosted by Tang Gaozong Li Zhi and Wu Zetian at Shangyang Palace in Luoyang more than 1,300 years ago.A group of rich "little girls" chirping to go to the banquet and perform interesting things on the way. This group of girls playing in Tang Dynasty costumes became familiar strangers in the eyes of the audience. They vividly showed the unique aesthetic style of the Tang Dynasty with a smile. The show not only has beautiful dancing postures and down-to-earth scenes, but also superimposed images of many historical relics through virtual reality technology, allowing reality and virtual interweaving, emotions and culture. It is a popular product that is popular among people.
In addition, virtual idols are also a perfect combination of animation and technology, and their controllability is far beyond that of real stars. Visual upgrades continue to inject freshness and vitality into the brand, making it easier for brands to cross borders and activating brand marketing. It has powerful Internet communication capabilities in short video and live broadcast platforms. At present, the younger generation has become the main consumer, and the personalized image has the powerful ability to connect with consumers' emotions. Virtual idols can be remembered by consumers at first sight and are permanent spokespersons who can grow with the brand.
2020 is a special year. In the face of the unexpected new crown pneumonia epidemic, we have gone through the big test of epidemic prevention and control and the development of cultural tourism. The epidemic has severely hit the cultural and tourism industry, but it has accelerated the development of smart cultural tourism and the integration of online and offline industries. Business model. It has enriched the online supply of high-quality cultural tourism products, met the spiritual and cultural needs of the people, and made us feel the strong support brought by digital technology to the development of cultural tourism, and saw the development and digitalization of the cultural tourism industry in a wider range The broad prospects of the combination.
According to data from the Ministry of Commerce, 60% of my country's consumption occurs at night, and the sales of large shopping malls from 18:00 to 22:00 account for more than half of the whole day. It can be said that the night is the "prime time" for consumption. Beijing Yuyuantan Park The "All Things Symbiosis" light show is the first large-scale night event after the epidemic in 2020. The natural garden and technology light show the bright dreamy night picture scroll.Add new highlights to the capital's night economic map, and create a new model for the general public to visit the park at night.
Xi’an Datang Everbright City is located at the foot of the world-famous Big Wild Goose Pagoda, with the Tang Dynasty culture as the background and Tang style elements as the main line, one-stop dining, drinking and fun. When night falls, the lanterns begin to shine, and they are gorgeous and blurred, as if they have traveled through the beauty of the Tang Empire. Relying on rich cultural tourism resources, through optimizing consumption content, improving supporting facilities and management, stimulating citizen consumption, and stimulating employment of citizens, it drives the recovery of 's night economy.
Thanks to the blessing of the market and national policies, the immersive cultural tourism project has ushered in an opportunity to accelerate its development. The immersive viewing of Huangshan "Dream Cube" and the immersive exhibition of Teamlab detonated the industry. The long-awaited brand-new cultural tourism and performing arts project " only Henan·Drama City " officially opened. "Only in Henan" is surprising in terms of theme construction, space creation, and immersive experience innovation. It breaks the audience's inherent cognition of drama in the past, and constructs the theater fantasy city in the form of high concentration, large volume and deep experience. Brand model.
In addition to the novelty brought by the replacement of space, the participation of digital technology has strengthened the audience's immersive experience. A variety of the world’s most advanced acoustic and optoelectronic technologies have begun to empower the performing arts. Through the "visual qualitative change" of the Central Plains landscape, cultural symbols and other media such as Loess Slope, Lijiacun, Qingming Shanghe Tu, etc., they present the current new Language characteristics of media art.
The static graphic display of the traditional exhibition hall has been overturned and gradually replaced by dynamic digital display. Digital exhibitions focus on intelligent human-computer interaction, immersive participation experience, and bring people a novel sense of participation, experience and interactivity, and are gradually favored by many industries.
The use of digital multimedia technology makes the digital exhibition hall present cool technological effects,The efficiency of space utilization has also been improved as never before, and the amount of content information carried has been increased several times. This is the trend of the times and the market needs. With the help of science and technology, the protection of culture, nature and heritage can be more precise and efficient. Some museums and site restorations can also be displayed through animation.
For example, Tianlongshan uses the grotto three-dimensional model and 3D animation restoration technology to three-dimensionally display the Buddhist statues in different positions in the front, back, left, and What you can see, for example, you can see the top of the Buddha and behind the Buddha, and you can fly into it like a flying sky.
To give another example, digital ecological nature protection, with the help of digital technology, the protection of natural ecology can also be simpler. In the Xishuangbanna National Nature Reserve, there is such a set of Asian elephant protection system integrating artificial intelligence, cloud computing, Internet of Things, big data and other advanced technologies. It has been activated to realize the real-time protection of 300 Asian elephants. Endangered species and ecological protection have explored a feasible new way.
To give another example, digital red education, we have added a new experience hall in the Liugong Island in Weihai, Shandong Province-the emporium rear battery experience hall. On the basis of preserving the style and features of the ruins of the fort at the back of the office, the experience hall makes full use of digital interaction, digital projection and other technologies to reproduce the Liugong Island defense battle scene through digital performing arts, and stimulate the people's patriotic enthusiasm in the digital experience.
There are also some digital tourism below. Animation + technology provides a strong support for tourism. Just now I described the current animation and technology as a combination of animation and cultural tourism, which is a new embodiment of culture and tourism. Our current traditional brother units-all kinds of performing arts lists, mostly in traditional performing arts. If animation and technology are added, it may be a brand-new sensory experience that will make people love these repertoires even more.
China Animation Group Co., Ltd. (hereinafter referred to as the group) is a cultural state-owned enterprise under the supervision of the Ministry of Culture and Tourism, which is performed by the Ministry of Finance on behalf of the State Council.The group takes "serving the animation industry and popularizing animation culture" as its mission, "platform + content" as its strategy, and "animation + cultural tourism" as its main business. Constructed and operated "National Animation and Game Comprehensive Service Platform", "National Animation Creative Research and Development Center", "China Animation Overseas Promotion Project", "Chinese Classic Essence Animation Digitization" and other national brand projects; cooperated with relevant institutions to build an immersive interactive animation and culture department And the key laboratory of the Ministry of Tourism, and won the title of "China VR Top 50 Enterprises" in 2019 and 2020.
I will focus on the laboratory. Last year, we output a city promotional video to Fuzhou . In the future, I also hope to combine with Shunyi and combine animation with cultural travel. This year, we are also cooperating with relevant units and universities such as Beijing Institute of Technology in the field of avatars, and are building a three-dimensional avatar standard database for Chinese historical and cultural celebrities. At the same time, we can also provide some image designs for governments and enterprises at all levels. Through professional analysis of brands and products, we can customize idol IP, make standardized 3D models, and give virtual interaction. Our professional team can help and guide enterprises to quickly build Ecological content, the business covers content that young people are familiar with, such as virtual anchors and live streaming of virtual idols.
China Animation Group has also held some large animation festivals outside Beijing in recent years. Two events will be held in October this year, one is the Hohhot Prairie Animation Carnival on October 22, and the other will be held in Hangzhou at the end of October. Welcome to attend the China International Cultural Expo. Welcome everyone to cooperate with China Animation Group, thank you!
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