Cultural consumption value and strength of generations: young consumer groups are becoming an important force to promote the development of the digital cultural industry

Grasp the Z generation and seize the market and the future.

With the gradual entry of the mainstream consumer market in the Z generation, all walks of life have realized the huge market opportunities behind young consumer groups. As a "Internet Aboriginal", generations also played Vietnam in the digital transformation process of the cultural industry. Come to more important promotion.

Recently, it was guided by the Propaganda Department of the CPC Central Committee, the Ministry of Culture and Tourism, the National Network Information Office, and the Propaganda Department of the Haidian District Committee of the Communist Party of China. The 6th International Summit of Zhongguancun Digital Culture Industry "was held in Beijing as scheduled.

At the theme forum on the afternoon of June 17, Yu Yunquan, Dean of the Contemporary China and the World Institute of Foreign Literature and Culture of China, Leng Yan, Secretary -General of the World Media Research Center of the Chinese Academy of Social Sciences, senior editor of Beijing Radio and Television Station, and Jiangsu Normal University Professor Gao Gao Zhu Chengming, deputy secretary of the party committee of Bilibili, Niu Ying, chairman of Beijing Zhongchuang Cultural Tourism Culture Industry Group, Professor Bo Instructor of the School of Journalism of Tsinghua University, Shenyang, Executive Director of Tsinghua University New Media Research Center, Huadi E -sports (Beijing) Sports Culture Xu Ming, chairman of the limited company, and the leading editor of the Perfect World Group, Edi, etc., and shared their insights around the "cultural consumption value and strength of generations".

Yu Yunquan, Dean of the Contemporary China and World Research Institute of Foreign Literature and Literature of China: Gen Z to reshape the cultural market structure

Photo source: organizer confession

The young groups that grew up around the Internet and technology products showed different consumption concepts from other groups. Popular cultural consumption phenomena such as Guo Chao, Blind Box, two -dimensional, and digital collections are all significant signs of generations Z.

"In the era of digital economy, generations dominate the trend of digital development of cultural digitalization in the future, lead the new trend of consumption, and reshape the pattern of the future cultural market." Based on the important role of generations in the development of the digital cultural industry, the Chinese Foreign Language Bureau contemporary contemporary contemporary Bureau Yu Yunquan, the dean of China and the World Research Institute, suggested that the high -quality development of the cultural industry needs to take IP as the starting point, blending tradition and fashion into a new form of expression of cultural attitudes and self -feelings. At the same time, the Gen Z group attaches more importance to the sensory and psychological experience brought by consumption, and the cross -border integration of science and technology and culture has evolved the new cultural model and format. Scenes.

Leng Yan, Secretary -General of the World Media Research Center of the Chinese Academy of Social Sciences: short videos have become an important gathering place for young people

Photo source: organizer confession

Gen Z is becoming the main consumer in the field of audiovisual. Leng Yan, Secretary -General of the World Media Research Center of the Chinese Academy of Social Sciences, believes that grasping the audiovisual consumption of generations needs to do a good job of television, video websites, WeChat and Weibo, and short videos. Gen Z's audiovisual consumption chain, of which short videos are one of the important gathering places for young people.

From Guo Chao Beauty to Museum's fever and non -fire, the cultural consumption of generations Z is inseparable from the promotion of short videos. "Big data algorithm recommendations and fan effects can enhance user stickiness, and more importantly, you can build a community through explosive videos. In addition, heated discussions to ignite the addition of circle layers can expand the social impact. Such short videos'" highlight moments' ' The way to condense and enlarge can make the spread more efficient. "Leng Song said that from the presentation of knowledge in different fields to the inheritance of non -heritage culture to the connotation of the ideological connotation of patriotism and pastoral, short videos are giving young people a stronger culture. Self -confidence and achieve aesthetic upgrade.

Gao Fei, a senior editor of Beijing Radio and Television and a professor of Jiangsu Normal University, Gao Fei: Gen Z's consumption pays more attention to personal value and seek identity

Photo source: organizer confession

Gao Fei, a senior editor of Beijing Radio and Television and a professor of Jiangsu Normal University, pointed out that as a group of people in the forefront of the digital age, the Gen Z generation has a high degree of digital medium characteristics that grew up in the digital economy and the Internet. To achieve the unique values ​​of personal value, its consumption is often to expand the social circle and seek identity.

Based on the cultural consumption concepts and characteristics of generations, Gao Fei suggested to guide the digital cultural consumption behavior of Gen Z to strengthen the interaction in the circle on the one hand, and on the other hand The multicultural steering closed to the out of the circle. "During the process of digital culture dissemination, practitioners should accurately grasp the digital culture ecology of generations through big data algorithms, AI and other technologies, understand their needs in digital culture consumption, and build adaptability based on these needs to build adaptability. The content. "Gao Fei said.

Zhu Chengming, Deputy Secretary of the Party Committee of Bilibili: The Gen Z generation that is happy to share is becoming an important force to promote the digital transformation of the cultural industry

Photo source: organizer confession

At the beginning of the speech, Zhu Chengming, deputy secretary of the Party Committee of Bilibili, shared a set of data: At present, the monthly living households at Station B have reached 294 million, of which 78%of young people from 18 to 35 years old, and the average age of users is 21 years old. Station B has become an important gathering place for young groups, and it is also a window for the industry to understand the Z generation. Zhu Chengming observed that the biggest feature of Gen Z is that he is willing to share and be good at sharing. With the entry of Gen Z to the mainstream of cultural consumption, it will play a role in promoting the transformation and development of the entire cultural industry.

Niu Ying, chairman of Beijing Zhongchuang Cultural Tourism Cultural Industry Group: The life cycle of the digital exhibition is short and difficult to copy large scale

Image source: Under the impact of the new crown pneumonia's epidemic in the organizer, the digital exhibition of "Cloud" has become a new model of the exhibition. Niu Ying, chairman of the Beijing Zhongchuang Cultural Tourism Cultural Industry Group, who has successfully created the "Museum of Museum" series, pointed out that digital exhibitions not only meet the aesthetics of young consumers, but also break the limitation of time and space, and have strong topicality and spread. However, she also said frankly that the digital exhibition is facing the bottleneck of development: "On the one hand, the core of the digital exhibition is content and art, which puts forward higher requirements for its aesthetic expression, and the theme and technology presentation of the exhibition requires continuous iteration. Upgrade; on the other hand, the upstream and downstream industrial chain is not perfect and the supply is insufficient, which makes the life cycle of the digital exhibition shorter and difficult to copy large scale. "

Shenyang, Executive Director of the New Media Research Center of Tsinghua University: Only the collection value is often "not far away", "digital certificate" or the next development direction

Photo source: organizer confession

Talking about the more hot digital collections in the market, Shenyang, Executive Director of the New Media Research Center of Tsinghua University believes that if a thing only has a collection value, it is often "not far away", and it is difficult to have a wide range of market applications. Therefore, he proposed the concept of "digital claims". "We can make tickets, coupons and even membership systems into digital claims, indicating that I have some rights and interests. I think this will be the evolution of the next step."

Xu Ming, chairman of Huadi E -sports (Beijing) Sports Culture Co., Ltd.: There are still 500 million people hidden under the icebergs of the Z -generation e -sports market

Photo source: organizer confession

According to Xu Ming, the chairman of Huadou E -sports (Beijing) Sports Culture Co., Ltd., in recent years, the rapid growth of the e -sports market has gradually become an inseparable relationship with the Gen Z generation. "With the youth of the mainstream consumer groups, digital scenarios are becoming a new starting point for offline operations. For example, the driver of experiential society and the creation of new consumer scenarios have enhanced the impact of digital sports consumption on the entire industry." Xu Xu Ming said that the e -sports market supported by generations is actually a huge iceberg. At present, only one corner of the iceberg has been developed, and nearly 500 million people are hidden under the iceberg.

Perfect World Group Editor -in -chief Eddie: "Digital Fusion" is a new situation in the current development of the cultural industry

Photo source: organizer confession

Under the influence of the new coronary pneumonia's epidemic, people's consumption concepts and consumption models are changing. The immersion experience also makes traditional culture closer to life. Eddie, the editor -in -chief of Perfect World Group, pointed out that "digital integration" is a new situation in the current development of the cultural industry. With the comprehensive integration of information digital technology into the cultural field, it has a stronger sense of technology, personalization, interaction, digitalization, and sceneization. Cultural experience has become a new trend of cultural consumption of generations.

Daily Economic News

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