Research Window | Talk about the development of digital collections from the perspective of national cultural big data system construction

Author: Li Ming, deputy general manager of Shandong Cultural Property Exchange

Source: "All Media Exploration" June 2022 issue

Abstract: At present, cultural digitalization has risen from construction projects to national strategy, and the number of related digital collection business has developed rapidly in China. The author found in the research and construction of the digital collection platform that the construction of the cultural big data system and the digital collection business can learn from each other in many aspects such as application scenarios, business processes, and industry supervision, and make a judgment on the development prospects of the digital collection industry.

Keywords: NFT; digital collections; cultural big data; blockchain; cultural digital content

The first year of the "Yuan Universe" in 2021. On December 6, 2021, the National Language Resources Monitoring and Research Center released the "Top Ten Internet Lies in 2021", and the "Yuan Universe" ranked among them. At the same time, NFT (NON-FUNGIBLE Token, intangible homogeneous tokens) developed in full swing abroad, and digital collections have sprung up in China and develop rapidly.

NFT is the only cryptocurrency token that represents digital assets (including JPG and video editing forms). It can be traded. Non -"homogeneity" has uniqueness and exists in the blockchain. Due to the prohibition of cryptocurrencies in my country, NFT has been "improved" in China into digital collections.

NFT digital collections, as one of the necessary components of the Yuan universe, complement the Yuan Universe, and become a bridge connecting the real world and the virtual world. NFT digital collections have a certain value in the real world through the marking of ownership, and accelerate the digital assets of items to become a powerful technical support for the construction of the Yuan universe.

In March 2022, the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council jointly issued the "Opinions on Promoting the Implementation of the National Cultural Digitalization Strategy" (hereinafter referred to as the "Opinions"), which requires the establishment The national cultural big data system that searches, the national sharing, and the key integration has sounded the total number of the national cultural big data system construction.

On April 15, 2022, the Shandong Cultural Property Exchange released news that will jointly launch Shandong's first state -owned Tibetan platform -seal number collection with the Shandong Internet Media Group. In the research and construction of the digital collection platform, we found that cultural digital collection is an important part of cultural digital content. It belongs to the category of cultural big data. The construction of the national cultural big data system and the development of the digital collection industry are similar.

At present, digital collections are in a period of rapid development and urgently need to improve relevant specifications and supervision. The relevant content of the "Opinions" on the construction of a cultural big data system can help clarify the development ideas and clarify the direction of development. Power, transactions, application scenarios, etc. can also provide some inspiration and reference for the construction of the cultural big data system.

Digital collections lead the new trend of digital culture consumption

The huge value hidden in the field of digital collection has attracted domestic enterprises to enter the game. On June 23, 2021, Alipay and Dunhuang Fine Arts Research Institute released two NFT digital collections globally, "Dunhuang Feitian" and "Nine Color Deer". Tencent launched the first domestic NFT digital collection transaction APP- "Phantom Nuclear" on August 2, 2021, which also marked the NFT digital collection market in the domestic Internet. Subsequently, Tencent Music, Vision China, and Reading Group all launched their own digital collection trading platforms and related products in 2021.

According to China Science Network's "2021 Chinese Digital Collection (NFT) Market Analysis Summary", according to incomplete statistics, there are as many as 38 domestic digital collections (NFT) distribution platforms in 2021, and the number of them selling items for various digital collection platforms The total distribution market value is about 150 million yuan. In 2022, the domestic digital collection market continued to be popular, and the major release platforms showed the popularity of products to be sold out.

As of April 2022, 16 listed companies have launched their own digital collection trading platforms. On May 20, 2022, the first state -owned digital collection platform in Shandong Province, the first state -owned digital collection platform, jointly created by the Shandong Internet Media Group and the Shandong Cultural Exchange, was officially launched.

With the launch of the domestic digital collection platform, many IPs such as museums, intangible cultural heritage, tourist attractions, and artists have entered the form of digital collections and entered the life of "Gen Z" consumers regarded as "Internet Aborigines" consumers who were regarded as "Internet Aborigines". Essence Digital collections have set off a new trend of digital cultural consumption in the country in a unique way and fast speed.

For example, digital collections such as the Nanjing Museum's Ashowang Tower, the East Han Tao Dog of the Sichuan Museum, the bronze mask of the Sanxingdui Museum, the Jinsha Site Museum Shihu, the Gansu Provincial Museum Copper Benma, etc. The digital collection of scenic spots such as Huashan and Huangshan, the art digital collections of the "shrimp picture" master Qi Baishi, the master of Chinese painting, is endless.

The digital collection market is hot. The reason is that in addition to the blessing of blockchain unique, non -tampering, and traceability of processes, the value blessing of the above rare cultural IP is also an important reason, and these cultural IPs are younger than younger. Experience methods are expressed and transmitted, which fits the consumption habits, social needs and value aesthetics of young people in digital space, leading the trend of digital cultural consumption, and promoting the creative transformation and innovative development of China's outstanding traditional culture. "Digital technologies such as blockchain and its application system are becoming the optimal options that are currently protected, inherited, and used to make use of cultural heritage. They not only make the cultural heritage 'in the digital age' Fire. "Wei Pengju, Dean of the Cultural and Economic Research Institute of Central University of Finance and Economics. [1] Digital collection provides methodology for cultural data confirmation and transaction

Digital collections have realized realistic and credible digital distribution, purchases, collection and use through blockchain technology, and have obtained widespread recognition from the industry and academic circles.

"Blockchain technology can mark digital works to generate unique digital vouchers, and at the same time, the real life cycle of the distribution, purchase, collection, and use of digital works can effectively protect the issuer's copyright and consumer rights." Yan Ying, technical director of Ant Group Ant Chain, said.

The annual report of the Central University of Finance and Economics "Blockchain Technology Activation of Digital Cultural Heritage" pointed out that Chinese -style NFT has gradually formed a Chinese advantage: First, compliance can create a new type of right and traceable cultural consumption; two It is a sufficient independent research and development technology guarantee for Chinese enterprises, and the number of blockchain technology patents leads the world.

The "Opinions" pointed out that promoting cultural resource data collection, processing, mining, and data services into regular work, and transforming the association data of cultural workers' wisdom and knowledge into traceable, quantifiable, and trading assets. Cultural property rights trading agencies give full play to the advantages of the field and online trading service platform, connect production and consumption, unblock information flow and capital chain, promote the integration and innovation of identification analysis and blockchain, big data and other technologies, and for cultural resources and cultural digital content. Confirmation, evaluation, matching, transaction, and distribution provide professional services. Cultural resource data confirmation is an important part of the cultural big data system. Establishing a sound data confirmed mechanism will set off a wave of digitalization of traditional cultural culture, promote the transformation of affiliated data into a trading asset, and make digital cultural asset transactions a reality.

Digital collections based on blockchain can truly enable data -based products to realize clear ownership, transparent quantity, transfer marks, and realize the "asset -based" digital content, which becomes a "value machine" that empowers traditional culture. The development of the industry breaks the road.

Of course, as a new thing, the corresponding supporting mechanism is continuously corrected and improved, and even the state requires relevant legislative support. Although the characteristics of blockchain technology itself cannot be tampered with and traceable, although it can provide a convenient and effective path for the protection of the issuer's copyright and consumer rights, it should also be clear that at present, the blockchain technology itself cannot generate the legal sense confirmation in the legal sense confirmation Play. Therefore, the number of Tibetan industries hopes that the state can introduce the legal effect of relevant laws and regulations to give the blockchain confirmation, but also require the copyright issues involved in the current digital collections. Detailed agreement.

Digital collections are moving from industry self -discipline to administrative supervision

The development of the digital collection market has been developing, but the relevant regulatory mechanism has not yet formed. The competent authorities in the number of Tibetans are not clear, the positioning of digital collections is unclear, the cultural IP authorization process is not strict, the product quality standards and issuance management measures are lacking. The platform has no qualification review on the platform. The secondary market transactions are chaotic, and speculation prevails. Even some small companies are unable to build a number of Tibetan platforms through blockchain technology, but through social marketing, it is used to adopt the "redemption method" method in the name of Tibetan to conduct multiple transactions on digital products. The Ponzi scheme with a drumming biography has further limited the transaction transfer of digital collections, which is not good for the healthy development of the digital collection market.

At present, the number of Tibetan markets is mainly based on self -restraint and industry self -discipline. In March 2022, Tencent WeChat and Ant Group successively tightened the rules of the digital collection platform. Tencent WeChat officially stated that it will standardize the public account and mini -programs that sell digital collections and sell digital collections to prevent the risk of speculation in virtual currency transactions.

On April 13, the China Internet Finance Association, the China Banking Association, and the China Securities Industry Association jointly issued the "Initiative on Preventing NFT -related financial risks", which proposed to prevent financial risks, resolutely curb NFT finance, securitization tendency, and strictly strictly. Prevent the risk of illegal financial activities.

On April 28, the Shandong Cultural Property Exchange participated in the establishment of the first "Digital Cultural Industry Alliance" in the country to release the Convention on the Digital Cultural Industry Alliance. Industrial compliance, scientific and healthy development.

In the future, with the development of blockchain technology and the continuous expansion of the scale of the hidden market, the government will gradually formulate and improve relevant documents to help the development of the number of Tibetan industries. The "Opinions" gives clear requirements from the perspective of cultural data elements transaction: "Improve the comprehensive law enforcement system of cultural markets, strengthen the supervision of cultural data factors market transactions. Deepen the reform of the cultural industry associations, chambers of commerce and intermediary agencies, give full play to social organizations such as industry associations Industry coordination and self -discipline, do a good job of digital credit evaluation of cultural digital, and create a good market development environment. Improve cultural digital statistical monitoring system. " The supervision of the "Opinions" for the transaction of cultural data elements indicates the direction of the supervision of the next Tibetan market. The supervision measures of the future Tibetan market will also provide the experience of reference to the future cultural data element transaction supervision. Acquisite. Thinking about the future development prospects of the number of Tibetans

1. Tibetan products should focus on "consumer attributes" light "investment attributes"

As the sole digital equity voucher, digital collections can work in two directions in the future: First, cooperate with super -cultural IP or digital art creators to allow digital collections to attach scarce IP value or have superb digital art original values, which can be collected by collecting , Exhibition, research, circulation, etc., inherit and promote the excellent traditional culture of China, promote the economic development of digital art creators; second, more explore the application scenarios of "digital collection+consumption rights", such as IP authorization, brand promotion, art, art, art, art, art, art, art, art Product sales, event promotion, membership management, ticket sales, etc., with a new model combined with digital collections and digital marketing to provide enterprises with brand promotion, drainage customer acquisition and other services to allow digital collections to empower the real economy. Open the market space. In the process of having a certain consumer rights and interests in the number of Tibetan products, the sale platform cannot only apply the "shelter" principle. When the seller has product infringement and other behaviors, only the "notice -deletion" mechanism is adopted. The ability of the rights and interests of the person to review, and even explore the establishment of the supervision mechanism of the consumer rights "advance review, custody in the event, and rewriting afterwards".

2. Digital collection platform requires the active participation of national teams such as cultural property rights trading institutions

"Yuanshi Digital Collection Industry Research: Differences at home and abroad and domestic development prospects of the NFT market" mentioned that according to Wind data, 8 liberal arts holders have been deployed in the field of digital collection. As a local government approval, cultural property trading venues are approved by local governments. After several times of clean -up and rectification and years of development, the professional cultural property rights trading service agencies reviewed and filed by the State Council's inter -ministerial joint meeting have entered a relatively mature standardized development period. The platform has established qualifications and transactions. Methods, buying and selling intervals, and the number of traders have a relatively mature regulatory model. From the perspective of transaction objects and business nature, there are many overlap with the number of Tibetan trading platforms. You can give full play to your own first -mover advantage and comparative advantage, use scarce equity licenses, comprehensive risk management and control mechanisms and mature operating experience, build a professional and compliant digital collection trading platform. Research institutions and platform cooperation, jointly discuss the establishment of the standards and standards for the confirmation and transactions of digital collection products, establish the quality certification and production capacity certification mechanism of the cooperative unit, etc., and explore the compliance flow of the digital collection on this basis. Lead the healthy development of the industry. "2022 Digital Collection Research Report: NFT Domestic and Foreign Commercial Path" mentioned that "It is estimated that the digital collection trading platform established by the government official endorsement of the Stock Exchange is easy to get policy preferences and regulatory support. Related transaction rules and standards for the level market.

3. Digital collection requires the official endorsement of the national blockchain special network to empower

At present, most of the foreign NFT architecture is on the decentralized public chain and is closely related to virtual currency. Based on the public chain trust mechanism, the copyright of the creators and the ownership of the buyer have been accurately ensured. Digital asset transactions and circulation efficiency have improved significantly. The value restructuring and price response mechanism of digital assets have been gradually established.

The domestic digital collection platform is closely connected to the alliance chain. The alliance chain is a semi -center blockchain, which has the advantages of preventing speculation and can reduce regulatory risks. At the same time, the shortcomings of the alliance chain are also obvious. Buyers of digital collections do not have ownership, and the future trading market has limited radius. In the future, digital collections must be achieved. In addition to being recognized and regulated by the government, the government needs to use blockchain technology as the core breakthrough of independent innovation. It is combined with big data and virtual technology. The blockchain special network of the regulatory hidden standard agreement has the advantages of "public chain" and "alliance chain" to provide professional services for domestic digital collections' confirmation, assessment, and transaction.

[references]

[1] Liu Qian. How does the digital cultural heritage "fire"? [N]. China Culture News, 2021-12-23 (002).

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