In Beijing, go to this "culture+" consumption feast

"I always want to take the children to the theater to watch the show, and I am afraid that they can't sit still, but many links in this event can attract children's interest, such as hand -painted Facebook, wearing clothes and taking pictures." This summer, Ms. Liu took the child to participate in the sky. The appearance of the park and the National Cultural Day event jointly organized by the Paradise and Beijing Huimin Consumption Season. The children came to the Centennial Drama Tower Tianpu Park by the fame, and appreciated the profoundness of the national culture in the ears.

Top ten characteristic markets, Jingcai Cultural Carnival, reading with masters, looking for beauty in the suburbs of Beijing, red movie viewing season, and big shows to watch Beijing ... With the opening of the 10th Beijing Huimin Cultural Consumption Season, a series of wonderful cultural culture The activity runs through the golden autumn of midsummer and lights up the cultural consumption life of the masses.

Since the 18th National Congress of the Communist Party of China, my country's cultural industry has developed rapidly, and the people's demand for good cultural consumption has been upgraded rapidly. Beijing Huimin Consumption Season is the city's cultural consumption promotion platform. It has gone through ten since its first hosting in 2013. In the past ten years, the cultural consumption season has carried out more than 1,500 campaigns, and the cumulative activities have carried out more than 104,000 games. The cumulative consumer number has reached 457 million, and the direct consumption amount has reached 100.11 billion yuan. The two -way boost and improvement of urban cultural life have surrendered a dazzling transcript.

"After ten years of careful cultivation, the brand influence of Beijing Huimin's cultural consumption season and the continuous expansion of platform effects have continued to expand. They played an important role in promoting high -quality supply, enriching cultural consumption formats, inspiring cultural consumption behavior, and promoting cultural innovation development. Creating a new growth point for Beijing's economic development has also become a "phenomenon -level" example for domestic cultural consumption and cultural industry development. "Liu Shaojian, director of the Beijing State -owned Cultural Asset Management Center, said.

Adhere to cultural benefits to the people to cultivate the concept of mass cultural consumption

"This is the concentration of cultural youths." "Each stall owner has its own story." "The discount of 30 to thirty is very cost -effective, and the tickets are completely free. In the Mid -Autumn Festival holiday, a circle of friends in the Mid -Autumn Festival in Shizhi broke the circle of friends. In the first event of the 10th Beijing Huimin Cultural Consumer Season, the main venue of Jingcai Culture Consumer Carnival, a creative long street of an old classroom style exhibited various cultural products: trendy cultural and creative, national style surrounding, non -heritage, and heritage Handmade, as well as old photos, old book markets, literary manuscripts, etc., as well as large -scale arrow model construction, ancient method paper carving printing book, Mid -Autumn Festival ice skin moon cake DIY, shadow production experience, family board game challenge and other activities attracting many consumers.

Recently, Ms. Huang, who lives in Shijingshan District, specially drove to the middle art district of Haidian District and watched an open -air movie "Send You A Little Red Flower": "Last time I watched the open -air movie was still a kid, it was not just here to come here. Because it is free, it is because it can relive the good memories of childhood. "

Not only the cultural market, film and television screening, but also more than 20 main activities in the cultural consumption season, more than 400 boutique market activities covering many fields such as books, art, performances, tourism, etc. On the day, the 20 boutique dramas premiered by the "Performing Arts Beijing" section, the Beijing coordinate punch map of the "Entertainment Tour the Beijing" section, and the "Night Jingcheng" activity ... rich and wonderful forms of activities, continuous improvement of discounts, all of them, all of which Live in the hearts of consumers.

"Huimin -based" is always the core purpose of the cultural consumption season. Data show that the first cultural consumption season launched the "Huimin Card", and the total number of online and offline applications reached 335,000, which directly generated the consumption amount exceeded 10 million yuan. The second cultural consumption season provides consumers with a market value of more than 26 million yuan in market value through various discounts. The fifth cultural consumption season realizes the amount of benefits of about 1.03 billion yuan through discounts, full reduction, and buying gifts.

The cultural consumption season has achieved obvious results in pulling consumption. The first cultural consumption season government funds invested less than 30 million yuan, driving more than 5 billion yuan direct consumption. In the second cultural consumption season, the city's sixteen districts invested more than 30 million yuan, and the direct consumption of more than 10 billion yuan was driven, which doubled from the first session. Starting from the fourth cultural consumption season, the fiscal pity ratio continues to stabilize above 1: 6.

"The concept of cultural consumption 'zero threshold" was proposed at the beginning of the initial initiation of the Huimin Cultural Consumption Season, which is the finishing touch of Huimin. "Yang Yueming, deputy dean of the Institute of Cultural Innovation and Communication of Beijing Normal University, pointed out that in the past ten years, Beijing The Huimin Cultural Consumption Season allows more people to contact high -quality cultural and artistic products or services at low prices through price subsidies and other methods, and play a role in "developing" cultural and artistic literacy and "activation" of cultural consumption behavior.

"In the past ten years, the Beijing Huimin Consumption Season has provided residents with high -quality cultural consumer products, which has played a role in consumer coordinates, and seized 'reading, enjoying, watching, watching, playing, playing, buying, visiting, visiting, traveling, and traveling. 'The characteristics of modern cultural consumption show the richness and potential of cultural consumption. By participating in the company's benefit and government support, such as benefits and government support, it has played an irreplaceable and important role in cultivating cultural consumption concepts and habits. " Professor Qi Shuyu, Professor of Administration.

Strengthen the level of boutique consciousness and cultural supply level to a new level

This year, Beijing is staging Cultural Media Co., Ltd. for the second time to participate in the cultural consumption season activities. Compared with last year, cultural enterprises participating in activities are more diverse. "This year's area has added three major sections such as the" Twenty Gifts -Red Topics', 'Dialogue Drama Coffee', and "Master Lecture" series short video. The types of the repertoire have also increased. "Song Yuan, deputy general manager of Culture Media Co., Ltd., told reporters. As the influence of the cultural consumption season continues to expand, the number of cultural enterprises participating in the cultural consumption continues to rise, and the cultural products launched are also richer and diverse. For example, the Beijing Kunqu Theater has participated for five consecutive sessions, and the previous participation was a separate repertoire. This year, it was presented in the form of the performance season. Shougang Sports has continuously created and developed cultural and creative derivatives. The "Shougang Sports Exchange" project has launched a large -scale outdoor comprehensive experience integrating maze of the maze, the flying tray club challenge, the AR orientation competition, and camping ...

Since the ten sessions of the cultural consumption season, there have been new changes in each session. New content has been emphasized every year. It has always emphasized the awareness of quality and successfully launched a number of original cultural products. The proportion of middle and high -end cultural products and services has increased significantly. Satisfaction has improved significantly, and the level of Beijing's cultural supply level is new to a new level.

Data show that consumers participating in previous cultural consumption season have been at the highest level of all indicators (reaching 85 points) of all indicators, more than 70%of the Chinese Chinese products and services, and more than 70%of the interviewed consumption in all indicators. Those who believe that the enterprise participating in the cultural consumption season is high and there are many types.

"Beijing Huimin Consumption Season focuses on new technologies, new scenes, new models, new spaces, and new formats, campaigns high -quality resources, and play a promotion and leading role in improving the level of cultural supply and promoting new cultural formats." Capital Normal University Guo Jia, director of the Department of Culture and Industry, said in an interview that "the consumption season focuses on industrial collaboration and linkage, and actively innovates cultural formats with the advantages of the platform. Integration has explored a number of immersive arts such as digital art exhibitions, fashion shows, and stage dramas. "

Douyin online music carnival, Jingdong traditional culture consumption month, iQiyi, palm reading and other high -quality online knowledge topics ... With the enthusiasm of Internet companies to participate in the continuous improvement, digital culture consumption has become a highlight, culture, technology, online, and online In -depth fusion below, such as China Science and Technology as a carrier with virtual reality and other technologies, integrate digital technology, light and shadow technology, and start a journey of Shanhai Culture.

Breaking the linkage integration of the circle has stimulated and released new vitality, the collision exchanges between multi -business state, and promoting the integration and development of "culture+" new consumer formats. For example, "2021 Beijing M_DSK Trend Music Festival" forms an innovative industry model of original trendy music, on -site cultural activities, and out -of -field ecological tourism integration; The collision of the world; Koi Naquan relying on the layout of Ali Film and Drama, and developed "Rural Love", "Yulouchun", "This!" It is hip -hop, such as a variety of phenomena levels.

Expand the influence of the brand to form an industrial development "Beijing experience"

Experts said that after years of development, Beijing Huimin Consumption Season has formed a "Beijing experience" that can be replicated, learned, and promoted in terms of strengthening policy support, creating a brand system, and strengthening regional coordination.

The rich and high -quality policy supply is the foundation of the sustainable development of the cultural consumption season. Guo Jia pointed out that innovation incentive policies, strengthening policy support, can play an effective demonstration and guidance, such as the "Administrative Measures for the Promotion of Consumption Promoting Action" released by the 10th Beijing Huimin Cultural Consumption Season. Regional, key parks, and key operating entities, establish an incentive mechanism for direct market entities, and fully stimulate the enthusiasm and creativity of market players to participate in the construction of Beijing cultural consumer market and provide cultural benefits to the people.

Strengthening brand shaping will create a consumption highland with a business card effect. Over the years, the cultural consumption season has cultivated key cultural brands such as Shuxiang Beijing, Museum City, Drama Watching Beijing, Nations Reading Hui, Yunxiangjing Culture Festival and other key cultural brands. The "Beijing Cultural Consumption Brand Week", "Beijing Cultural Consumption Brand List", "Cultural Consumer Think Tank Seminar" and other independent brand activity systems have led a new trend of cultural consumption. As of now, more than 300 high -quality brands have been selected in the Beijing Cultural Consumption Brand List. These cultural brands have formed urban cultural labels, promoting the upgrading of Beijing's cultural consumption structure, and improving the charm and cultural style of urban cultural culture.

"Beijing Huimin Consumption Season helps promote the prosperity of Beijing's cultural undertakings from both ends of the supply and demand, and help the national cultural center to build the 'Beijing brand'. In ten years, a group of 'Beijing produced' '' Beijing production 'literary and artistic boutiques spread through the cultural consumption season platform , Deeply rooted, "Liu Shaojian said.

In Yang Yueming's view, in terms of cultural digital innovation products and services, Beijing uses the advantages of the cultural center and the technological innovation center to have the opportunity to form the starting effect; in terms of cultural brands, The brand is fully displayed and shows the capital advantage.

Over the years, the Beijing Huimin Consumption Season has strengthened regional coordination, strengthened the linkage between the Beijing -Tianjin -Hebei regions, and continuously expanded the scope of the brand's influence. Since the third session, the Beijing -Tianjin -Hebei cultural enterprises have been widely participated. The fifth session has begun activities in Tianjin and Hebei, and has gradually formed a new situation of cultural consumption three places. For the first time, the Tianjin and Hebei branch venues were launched for the first time. Tianjin and Hebei directly consumed more than 10 million yuan. The seventh session has carried out a total of 105 events in Tianjin and Hebei, with a consumer of 276,000, and a direct consumption amount of 21 million yuan, which is over the previous year. "From the linkage of cultural resources of the two places to the two places to create a" one -hour cultural consumption circle "in Beijing, the cultural consumption season collaboration model continues to deepen and innovate." Liu Shaojian pointed out that the cultural consumption season also has a coordinated space carrier resources to be urban development through the overall space carrier resources of the city. Empowerment -from the sixth session of the space carrier such as "coordinating shopping malls, communities, parks, and cultural towns" to the eighth session of the launch of the cultural business district linkage, creating a weaving and renewal urban culture and enriching the people's spiritual and cultural life The new space forms an ecosystem of "Cultural Consumption A moment", which has promoted a number of cultural industrial parks to become a model of integration of production and cities.

"Beijing is the earliest city to carry out cultural consumption season nationwide, and its leadership is beyond doubt. The development model of many urban cultural consumption seasons is designed to marked the Beijing Huimin Cultural Consumption Season." Yang Yueming pointed out. Over the years, the cultural consumption season has attracted widespread attention. The second cultural consumption season has attracted more than 50 countries and regions, more than 20 provinces and cities, and exhibitors. The practice of promoting cultural consumption and organizing the cultural consumption activities of benefiting the people.

(Reporter Lu Yuanzhen Dongcheng)

【Edit: Zhu Yanjing】

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