During the 14th Five-Year Plan period, Chengdu has planned a digital economy industrial system of “6 core industries + 7 emerging advantageous industries + 6 future tracks”. Among them, “artificial intelligence” and “new generation information network” are the core industries of development, “digital cultural and creative” is included in the plan as one of the seven emerging advantageous industries, and “XR extended reality” is also regarded as a future game with high growth potential. road.
In the process of integrating data and reality to create a new highland for Chengdu’s digital economy, the 4th China IGS Digital Expo also takes the above-mentioned development directions of the digital economy into consideration, and visualizes them as industry issues – how to play Chengdu’s role in animation games The innate genes of the field, building circles and strong chains to give full play to the advantages of industrial clusters; how to combine scientific and technological strength with industry ecology to promote industrial transformation and upgrading; how to use technology and cultural creativity to empower cultural tourism and bring new possibilities for cross-border integration…
In the content ecology of the IGS Digital Expo with “one exhibition and one meeting” as the core, it is located in the exhibition area of Chengdu Century City New International Convention and Exhibition Center, attracting iQiyi, NetEase, Century Huatong, “Yuan Shen”, “Ice and Fire” Song” and other technology, animation, trendy games, games, e-sports, film and television and other industry leading manufacturers and top IPs, thousands of companies participated in the exhibition, and 10,000+ IPs participated in the exhibition.
The 2022 IGS·Global Digital Cultural and Creative Development Conference also uses one industry summit, three matchmaking meetings, and six major industry forums as carriers to invite domestic first-tier manufacturers and upstream and downstream ecological enterprises to stand at the “trillion-level” outlet of digital cultural and creative industries. On top of that, discuss and discuss with the three key words of industry, culture and technology, and find a smooth way to reach the new highland of the digital economy.
Industrial upgrading goes through the economic cycle
Earlier this year, the “14th Five-Year Plan for the Construction of a World Famous Cultural and Creative City in Chengdu” was released, pointing out that Chengdu will focus on eight major industries, including media, film and television, creative design, modern fashion, music and art, animation and games, and exhibition advertising. A modern cultural and creative industry system with high value, strong originality and good growth.
Animation games can be regarded as an old advantageous industry in Chengdu. As early as in the 2008 industry report, Chengdu was classified as a “Southwest Development Zone characterized by games and wireless entertainment”, and then the wave of mobile games that emerged later also pushed Chengdu to “hands-on”. Tour the Fourth City”. But people are also very familiar with the later industry stories. The industrial characteristics of emphasizing R&D and ignoring operation not only bring high-quality games, but also hinder the further growth of the industry. Complementing the shortcomings of distribution and operation is a supplementary course that local game manufacturers need.
This year’s IGS Digital Expo will hold 3 matchmaking meetings, “ Game R&D and Distribution Channels General Conference”, “”Capital 1+1″ Game Industry Precision Investment and Financing Matchmaking Conference”, and “Art Outsourcing Matchmaking Conference” to help local game manufacturers and link distribution. Channels, investment and financing resources, and also show the research ability and creative vitality of local games to the national game market.
In addition to integrating resources to build a platform and resolving historical problems arising from location factors and industrial chains, the IGS Global Digital Cultural and Creative Development Conference also discussed the real problem faced by Chinese game manufacturers through the “Game Globalization Forum” – going overseas.
The forum conducted detailed discussions on the translation, operation, payment, user acquisition, commercial realization and competitive analysis of Chinese games in the process of globalization. Ren Guanglan, head of the key account department of NetEase Youdao Human Translation , shared his experience in solving the language problem of Chinese games going overseas from the four dimensions of language localization, LQA, seiyuu localization and human customer service. Deng Gang, CEO of Longyou Tianxia , took “Three Kingdoms Chronicles at the End of the Han Dynasty” as an example, and described in detail the global operation practice of stand-alone games in Steam. He pointed out that small manufacturers can increase their exposure by participating in overseas awards and use as many languages as possible. Spread the market.
Not only Chinese games but also Chinese trendy games are integrated into the wave of globalization. Since 2016, a large number of new cultural and creative enterprises and brands have emerged in China. With the differentiation of consumer demand and the maturity and completeness of the supply chain, a huge consumer market for trendy toys has gathered. In 2021, the global trendy toy market will be about 30 billion US dollars, and China will account for about one-fifth of it.
Zhou Shuying, chief consumer operations officer of Bubble Mart , has high expectations for this booming market. “The attention of Chaowan fans has super commercial operation value.” In the changing consumption cycle, typical users such as Chaowan have User-based products with user value as the starting point need to be constantly iterated and constantly understand consumer changes.
At the exhibition site of the IGS Digital Expo , Manbo Chaowan, Tianshen Industry, Xiaoling Toys, ≥9 and other brands also gathered in the trendy game section to listen to users’ voices at close range by participating in games, punching cards and interacting.
In April this year, “Building a Circle and Strong Chain” was written into the Chengdu Party Congress report for the first time. “In the next five years, Chengdu will unswervingly promote the establishment of industrial circles and strong chains, and accelerate the construction of a modern industrial system with outstanding competitive advantages. The concept of industrial “circle-building and strong chains” will change the way of industrial development, which will help enterprises to better traverse the economy. Cycle. It is foreseeable that the attractiveness of Chengdu’s cultural and creative industries will continue to rise.
Digital-real integration marks the future of digital economy
In the grand narrative of developing the digital economy, digital cultural creativity has become a great opportunity, and in order to maximize the value of digital cultural creativity, we need to answer a common proposition of the industry: how to find the best commercial realization for cultural content products Mode, in other words, is a question of whether an IP can make money and how to make it.
A successful IP can be recognized by the market, not only by the audience but also by the audience. Whether it is animation comics, trendy toys, national tide culture, game e-sports, or virtual human, metaverse, practitioners need to answer such a realistic question. For example, in order to realize “animation-IP-realization”, Tencent Online Video Animation and El Square are on the road of exploration.
She Yuanyuan, head of Tencent’s online video and animation channel , recalled the growth of Tencent’s video animation on the forum. Since 2015, Tencent Animation has done three things: the user volume has changed from quantitative to qualitative; launched high-quality animation that broke the circle; Realize. There are three ways to monetize—content payment, commercial authorization, and game linkage—“As long as you are the top IP, you can fully monetize through these content.”
When “Sinicization Diary” entered the third season, Li Shujie, the founder of Alsquare , began to think that “Sinicization Diary” might be a real IP. “About the incubation of original IP, content revenue plus commercial revenue, plus game-derived combination is a complete monetization channel.”
Technology lifts the ceiling of the digital economy
When technology becomes a new variable in the digital economy, AI, digital human, XR, and metaverse not only become new forms and expressions of content creation, but also bring new growth points to the industry.
In the HIFIVE music open platform , which is engaged in the integration of music content and AI technology, general manager Wu Bojuan shared the technical solutions for music and AI technology to empower social entertainment in the forum. Yang Jie, director of the AI music project of Walker AI, also demonstrated the use of AI music creation platform to generate background music, interactively create lyrics, use AI for noise reduction, AI label classification, etc.
“Digital Human” has been a high-profile industry in the past two years and has been favored by capital. Liu Yexi, incubated by Chuangyi Technology, is one of the representatives of the industry. “She” ignited public discussion with a 2-minute short video. The number of fans exceeds 15 million.
Liang Zikang, CEO of Chuangyi Technology , said at the forum that the digital human is the first step for the company to build its own metaverse ecology. “We chose the digital human + content force approach. What we want to bring into the metaverse is not only digital assets, virtual assets, but also emotions. Because emotions themselves are easier to bring into another world.”
Liang Zikang believes that the essence of digital human IP is companionship, growth, and cultivation. This also makes the creation of digital human IP a business that requires the combination of technology, content and operation.
Super Dimension, which provides matrix virtualization services including “virtual human + virtual space + virtual activities”, was also shared in the “Animation and Digital Human Forum”. CEO Chen Jian introduced the immersive activity application Vvorld on the spot , which can It is used to explore virtual event scenes such as performances, shopping, gatherings, blogs, exhibitions, and conferences. It is worth mentioning that Super Dimension also reached the “Metaverse Digital Human Cooperation Signing Ceremony” with Xinfeixiang Technology Group on the spot. The two parties will jointly explore online virtual activities such as online metaverse exhibitions, conferences, concerts, and live shows.
“XR Extended Reality” , which was included in the future track of Chengdu’s digital economy industry system earlier this year, can be regarded as a general term for technologies such as VR (Virtual Reality Technology), AR (Augmented Reality Technology), and MR (Mixed Reality Technology).
This technology can be understood as the use of hardware equipment combined with various technical means to break the boundary between virtual and reality, and integrate virtual content with real scenes. It is not only suitable for virtual entertainment consumption, but also in the fields of learning and education, industrial production, and digital twins. There are applications.
At the exhibition site of the Digital Expo, the top domestic intelligent entertainment software and hardware, technology, and game companies will be assembled to not only show the world’s cutting-edge VR/AR virtual reality hardware to visitors, but also create a virtual entertainment ecological experience scene.
With the relevant policies and plans issued by the state on the “Metaverse” in recent years, the industry’s exploration of the functions, scenarios, and applications of the Metaverse is also advancing with the times. I believe that in this future-oriented industrial exploration, the ceiling of the digital economy will be Constantly rising, giving people more surprises.
Integrate innovation to explore new tracks for cultural tourism
In the post-epidemic era, in the face of the reality of various uncertain factors, “providing a richer means of expression for culture” has been put on a more important agenda. It is necessary to make full use of digital technology to promote the upgrade of cultural tourism, and it has also become one of the hottest entrepreneurial tracks at present.
At present, a number of cultural tourism cloud consumption scenarios represented by cloud exhibitions, cloud live broadcasts, and cloud tourism have emerged, as well as new business formats that combine game IP with cultural tourism, and cultural creativity empowers cultural tourism. When virtual scenic spots and “Metaverse” are integrated into the real offline cultural tourism experience, new growth paths are being explored for the cultural tourism industry.
Wu Xia, an expert in NetEase’s cultural and tourism solutions and CEO of Hi’s Culture, showed everyone the empowering effect of virtual scenic spots for offline scenic operation. It can not only improve the efficiency of the operation period, but also directly bring about the effect of investment promotion. increase.
Hu Xin, assistant to the chairman of Century Huatong and general manager of Shanghai Xing Song Technology Co., Ltd. , took the immersive red cultural experience space “Rejuvenation · Song” as an example to show the enhancement effect of virtual gameplay on real scenic spots and red culture. Through the application of intelligent auxiliary equipment such as AR, VR, and radar sensing, “Rejuvenation · Ode” can allow the audience to experience the red revolution from the establishment of the Communist Party of China to the founding of the People’s Republic of China.
At the beginning of this year, Sichuan released the “14th Five-Year Plan for Cultural and Tourism Technology Innovation”, which clarified the development goal of “enabling the development of culture and tourism with scientific and technological innovation, and accelerating the construction of an important tourism destination in the world and a strong province of culture and tourism”.
For the cultural tourism industry, there are possibilities and opportunities for innovation in terms of content, technology, cross-border integration, social interaction and operation – how to use technological means to restore the core experience of the real world to the greatest extent; how to use digital content to create Sichuan’s characteristic cultural tourism ecosystem; in the process of cultural tourism’s migration to the cloud, how to create an innovative business model and retain discerning consumers – all enterprises in the cultural tourism ecosystem need to answer together.
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