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Today (September 14), the 2018 Asian Tourism Industry Annual Conference was held in Shanghai. With the theme of "Cultural Tourism Integration · Asian Opportunities", the annual conference focused on deeper issues of industrial development and opportunities, and focused on new directions and opportunities for cooperation and development of Asian and global tourism industry under the cultural tourism integration strategy. Wang Zhonglei, Vice Chairman and CEO of Huayi Brothers, attended the "Tourism Industry Investment and Innovation Summit Forum" and delivered a keynote speech entitled "Opportunities and Challenges of China's Live Entertainment".
The 13th Five Year Plan points out that the cultural industry will become the pillar industry of the national economy in 2020. With the vigorous development of the cultural industry, its connotation and extension are constantly enriched. The cross-border marriage of the cultural industry and the cross-border interaction of cultural elements will not only add industrial power to culture, but also inject cultural factors into other related industries, create innovative growth points, and inject vitality into the transformation of the national economy. Live entertainment is the most representative business form under the trend of cultural and tourism integration. In the process of rapid development of the cultural and tourism industry, how to better grasp the opportunities given by the times and respond to the challenges brought by industry development has become an important issue for every practitioner involved in it to think about.
Seize the opportunity of the times and carry out pioneering exploration for China's live entertainment
According to the data of the National Bureau of Statistics, China's cultural industry has maintained a rapid growth; At the same time, the change of consumers' demand for tourism destinations is an improvement of tourism consumption from the fundamental demand level, indicating that culture is becoming an innovative driving force in the development of the tourism industry. "There is broad space for industrial development, strong support from industrial policies, simultaneous improvement of national consumption capacity and cultural demand, and the local real economy needs innovative impetus." Wang Zhonglei cut in from the development status of the cultural industry and tourism industry, analyzed the importance of cultural and tourism industry integration, and the era opportunity of taking live entertainment as the most representative business under the trend of cultural and tourism integration.
Huayi Brothers has been involved in live entertainment since 2011. It is the first film and television company in China to deploy in this field. Through constant attempts and exploration, it has created a film culture tourism industry with Chinese characteristics. The Guanlan Lake Huayi Feng Xiaogang Film Commune, which was officially opened in 2014, is the first project of Huayi Brothers to be put into operation. According to statistics, the number of tourists of this project has exceeded 2 million for two consecutive years since 2016, becoming the first tourist destination in Haikou. On July 23, Huayi Brothers Film World (Suzhou), Huayi Brothers' first film theme park and China's first cultural experience project with its own Chinese film IP as the theme, officially opened. Wang Zhonglei talked about the performance of the project after its operation, which not only gained good reputation from tourists, but also increased the number of tourists. Since the middle of August, the number of tourists received at weekends has reached nearly 20000 person times.
He said there are two main reasons why Huayi Brothers Film World (Suzhou) can achieve good results. First, from the project experience, the project has gathered seven high-quality movie IPs of Huayi Brothers, including Gathering Number, Tai Chi, If You Are the One, and Di Renjie, and created five theme areas, namely, "Xingguang Avenue", "If You Are the One", "Tai Chi", "Gathering Number", and "Tongtian Empire". Through the practical operation of film special effects and the introduction of new technologies, It has created a new and immersive Chinese film live entertainment experience for tourists. The second is Huayi Brothers Film World (Suzhou), which is based on Chinese film IP, brings tourists a sense of cultural intimacy and identity. Wang Zhonglei said, "This is Huayi Brothers' pioneering exploration for the whole industry as a true pioneer of China's live entertainment."
The unique advantages of Huayi Brothers live entertainment of IP reserve and business linkage
Wang Zhonglei mentioned in his speech that next, Huayi Brothers Film Town (Changsha), Huayi Brothers Film Town (Nanjing) and Jianye Huayi Brothers Film Town (Zhengzhou) will be opened in succession, and Huayi Brothers' overall strength in the field of live entertainment will also be constantly strengthened. On the whole, Huayi Brothers can become a pioneer in China's live entertainment industry and explore ways of development for the industry, mainly because of its resource advantages.
"The abundant IP reserves and the ability to continuously create high-quality IP are the core advantages of Huayi Brothers in the field of live entertainment, as well as the inherent advantages brought by our content gene." Wang Zhonglei said that Huayi Brothers has launched more than 160 high-quality film works since its 24 years of existence, which have IP reserves and a steady stream of high-quality content, It is the necessary condition to promote the sustainable development of film live entertainment. He also stressed that "systematic business linkage is another advantage of Huayi Brothers' live entertainment. Focusing on the" big entertainment ecosystem "strategy to promote the coordinated development of various business segments, it can maximize the flow and value of IP."
It is worth mentioning that after seven years of development, Huayi Brothers has sorted out a healthy and sustainable development model through continuous exploration and practice. Wang Zhonglei summarized it into three stages: "The representative project of 1.0 mode is Feng Xiaogang Film Commune, which is operated by Huayi Brothers to export content and brands and partners; the representative of 2.0 mode is Suzhou Film World, which is operated by us to export content and brands; The 3.0 model is to achieve asset light replication of the overall project through the accumulation of the 2.0 model and the packaging of core advantages, unified output of brand authorization and operational capabilities in the future. "
New economic engine, new cultural business card, film live entertainment project
The development of the world economy has gone through the development process of "product economy - service economy - cultural economy". The cultural industry is becoming a new engine to lead the economic development. The positive impact and industrial significance of the live entertainment industry with culture as the core and tourism as the carrier have long been verified. In his speech, Wang Zhonglei made an in-depth analysis of the influence of live entertainment projects from the economic and cultural perspectives.
From an economic perspective, Wang Zhonglei expressed why Huayi Brothers still insists on participating in such large-scale offline projects with high investment costs and long construction cycle when traditional businesses are seeking to transfer from offline to online. He said: "It is precisely because the live entertainment project has a strong, healthy and long-term pulling effect on the real economy, which can inject new momentum into the real economy and open up new growth points." He took Huayi Brothers Film World (Suzhou) as an example. The project not only created more employment opportunities for the local people, but also as the project's influence increased With the strong support of the government and the continuous improvement of the surrounding business ecology, and the continuous improvement of the value of the block driven by the business agglomeration effect, this area is expected to become another economic development center in Suzhou.
From a cultural perspective, the live entertainment project created by Huayi Brothers contains film art and also carries the traditional culture of the Chinese nation. It can not only enrich people's lives and become a new cultural card for urban development, but also when Disneyland and Universal Studios, which are based on Hollywood films and represent American culture, have entered the Chinese market, A response representing Chinese culture is a boost to the cultural confidence of Chinese people.
"Like two sides of a coin, opportunities and challenges coexist." When talking about the development prospects of China's live entertainment, Wang Zhonglei said that we should recognize the gap, catch up on the track, and shoulder the mission of cultural enterprises. As a representative and influential national brand, the live entertainment project created by Huayi Brothers is filling the gap in China's live entertainment industry, and has been constantly practicing the greater responsibility and mission of national brands. Wang Zhonglei said: "Huayi Brothers represents not only themselves, but also the will and power behind the rise of the Chinese film industry and even the Chinese national culture." In the future, Huayi Brothers will not only develop their own high-quality IP, but also be willing to open the platform that has formed a scale to all industry partners, and gather more high-quality IP, And jointly promote the healthy development of live entertainment in China. The opinion of this article only represents the author himself. If the source of the article is a network reprint, this website is an information publishing platform. If there is infringement, please contact this website to delete it in time.
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