Middle -class comments: After the "out of the circle", how does the cultural and creative industry go for a stable development?

Core point: Zang Mengya, a commentator of China Economic Network, believes that if there is no diamond, don't take porcelain. If the "official rectification" wants to keep "out of the circle" and steadily grasp the "traffic password" in the cultural and creative field, we must pay attention to innovation and inspire innovation vitality. Only by continuously improving the institutional environment required by innovation can we create a cultural and creative work with both strength and heat and embrace the spring of the cultural and creative industry.

Recently, the "Ma Safei" cultural and creative products of the Gansu Provincial Museum's "Mazha is coming". From the "one household, one pier" at the beginning of the year, to the "one horse in one horse", from the cultural and creative show of the Forbidden City, to the museums across the country to successively launch "cultural and creative ice cream" and "archeological blind box". "Out of the circle". Museum's cultural and creative heat has become an important carrier to enhance cultural self -confidence and enhance consumer vitality. No wonder netizens are feeling that "the official work is the most 'fatal".

On the one hand, in recent years, consumption upgrades, improvement of people's living standards, and accelerated construction of new infrastructure have effectively stimulated the enthusiasm of cultural and creative consumption. By tapping my country's rich and diverse cultural accumulation and non -heritage resources, the types and forms of cultural and creative products have been continuously promoted. There are more and more consumer choices, and they are more and more willing to pay for original content.

On the other hand, more and more consumers, especially young consumer groups, like to feel new ideas in tradition. The cultural IP derived from the cultural relics of the museum, its unique value and charm, is accurately capturing the consumption psychology of such audiences. This time the Gansu Provincial Museum's "Ma Safeiyan" doll is a vivid case. The image of its "ugly" has fully mobilized the curiosity of young people. At present, the epidemic gradually slows down the psychological needs of people to relieve stress.

With market demand, the cultural and creative industry must naturally grasp the timing of development, keep up with the footsteps of the times, and gradually step out of the "circle" of the cultural blog institutions, bring together the forces of all parties, let the cultural universal "live", and let the new format "fire".

Last year, the "Implementation Opinions on Allowing Cultural Relics and Expanding the International Influence of Chinese Culture" proposed that "we must strengthen the protection and use of cultural relics and the protection of cultural heritage, and improve the level of cultural relics and explanations and display the level of communication." This pointed out the direction of the development of the cultural and creative industry.

Today, the pace of innovation and development of the cultural and creative industry has gone faster and faster. For example, in November last year, the first digital cultural and creative product of the Chengdu Sands Site Museum was launched in the Alipay platform in just 50 seconds. During the May 1st period this year, the Sanxingdui Museum used the concept of the "Yuan Universe" to produce The first tour of the global cultural expo adopted a guide movie "Chapter 1 of the Ancient Shu Magic Land -Bronze God Tree" with a hybrid reality technology (MR); the China Silk Museum has been held for three consecutive years since 2019. "Guosi Hanfu Festival", while promoting traditional culture, a number of Hanfu launched by it has become a "explosion".

However, at present, in the process of the development of the cultural and creative industry, the "plagiarism" and "cottage", such as "plagiarism", and "cottage", are still difficult to cure. For example, Ling Na Baer and Bingdundun have encountered piracy problems in the previous "cultural and creative circle".

In this regard, we should make it clear that the maximum base of cracking down on piracy comes from the genuine "powerful". The most indispensable development of cultural and creative industries is innovation, and the hardest is innovation. The road of copyright protection is not easy, and it is even more difficult to stimulate innovation. If there is no diamond, don't take porcelain. If the "official rectification" wants to keep "out of the circle" and steadily grasp the "traffic password" in the cultural and creative field, we must pay attention to innovation and inspire innovation vitality. Only by continuously improving the institutional environment required by innovation can we create a cultural and creative work with both strength and heat and embrace the spring of the cultural and creative industry. (China Economic Network commentator Zang Mengya)

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