China Tourism Academy (Data Center of the Ministry of Culture and Tourism) held the third quarter results conference, China Tourism Academy&Shanghai Chuangtu Public Culture and Leisure Joint Laboratory released the "National Cultural Consumption Data Report in the first half of 2022", and Zhang Jiayi, assistant researcher, reported on behalf of the research group。The report relies on the independent research platform of China Tourism Academy, the cloud platform of Creative map culture and the data cooperation network，Conduct special research on the demand side and the supply side (hereinafter referred to as "special research")，The core idea is as follows: the first half of 2022，Affected by the domestic epidemic situation，Cultural consumption market as a whole tightened，Local, close and diversified cultural consumption dominates。Beautiful travel stimulates the vitality of cultural consumption, and the promotion role of tourism on cultural consumption forms an industry consensus。The cultural participation of rural residents continues to increase, the collision of trendy culture and traditional culture stimulates new consumption, and the integration of science and technology and culture promotes the recovery of consumption。In the future, rural scene construction, "intangible cultural heritage + cultural innovation", and community economy will continue to stimulate the vitality of the cultural consumption market。

First, the overall tightening of the national cultural consumption market

(1) The demand for cultural consumption is slowing down and the supply is under pressure

In the first half of 2022, affected by the domestic epidemic situation, the cultural consumption [1] market as a whole tightened。The outbreak of the epidemic in Shanghai, Jilin, Beijing and other places has disrupted the rhythm of the recovery of the tourism market, and the willingness of domestic residents to travel and consumption has been affected。According to the data of the National Bureau of Statistics, in the first half of 2022, the per capita consumption expenditure of national residents was 11,756 yuan, with the real growth of 0. 0 yuan after deducting price factors.8%, of which the per capita consumption expenditure on education, culture and entertainment was 1,037 yuan, down by 7%.4%, accounting for 8% of per capita consumption expenditure.8%。Special research data shows that 25.8% of respondents said the epidemic situation had a great impact on their cultural consumption, 38.Five percent of respondents said it had a greater impact。Residents' demand for local leisure and long-distance travel has tightened. Compared with 2021, more than 50% of residents and tourists' offline cultural leisure frequency and cultural consumption expenditure have decreased (including significant reduction or certain reduction).。

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

Slowing consumer demand and tight epidemic prevention measures across the country have put more pressure on the cultural consumption industry。Special research data show that 76.3% of the surveyed enterprises said that the scale of their cultural consumption-related business has declined significantly, 21.Two percent of respondents reported some decline。

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

(2) Localized consumption scenarios continue to dominate

The radius of domestic culture and tourism and leisure has further shrunk, and localized, close-range and diversified cultural consumption has dominated。In the first half of 2022, the offline scenes of residents' cultural consumption are mainly concentrated in urban business districts/cultural blocks, cultural venues, urban peripheries and rural areas。

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

The cultural consumption contents of residents and tourists mainly include cultural edification and artistic experience (53.1%) and visits to cultural venues (42.0%), watching movies and dramas (29.7%), mass cultural experience (square dance, chorus, etc.) (27.2%), traditional cultural experience (intangible heritage, festival activities, etc.) (21.4%), science and technology animation (online audio-visual, digital reading, robots, virtual reality, etc.) (15.3%）等。

Online space has become an important scene for domestic cultural leisure and consumption。95.Four percent of respondents reported engaging in online cultural leisure activities。Residents' online cultural and leisure activities mainly focus on online film and television and live video, online exhibition, cultural venue cloud experience, knowledge charging, online online courses and other fields。Residents are willing to pay for high-quality online cultural and leisure content, and are also willing to experience and consume offline。

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

(3) Beautiful travel stimulates the vitality of cultural consumption

More than 90 percent of respondents said they would make cultural purchases while traveling。Visitors' cultural experience includes visits to cultural venues (29.6%), punch the art bourgeois destination (46.1%), watching plays and exhibitions (47.9%), performing arts/festivals (31.1%), folk experience (16.1%）等。From the perspective of consumption expenditure structure, the proportion of cultural consumption in tourism expenditure is mainly concentrated in the range of 10%-30% and 30%-60%。

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

The promotion effect of tourism on cultural consumption has formed an industry consensus。Special research data show that 74.6% of respondents believe that tourism will contribute to or significantly contribute to an increase in the frequency of cultural consumption, 67.Two percent of respondents believe that tourism will contribute to or significantly contribute to an increase in the amount of money spent on culture。

Second, new features

(1) The cultural participation of rural residents has been continuously improved 

According to data released by the National Bureau of Statistics, from 2015 to 2019, the per capita consumption expenditure structure of education, culture and entertainment in urban and rural areas was relatively stable, and the per capita consumption expenditure of education, culture and entertainment in rural residents grew at a high rate, but the gap between urban and rural consumption was still large。In 2020, the per capita expenditure on education, culture and entertainment of urban residents affected by the epidemic has dropped significantly, while the per capita expenditure of rural residents has become more rigid and the decline is relatively small (see Table 2).。

Source: Data released by National Bureau of Statistics

The scale of rural residents' participation in cultural consumption life continues to expand, and the demand for experiencing high-quality spiritual and cultural leisure products continues to increase。Special research data show that the distribution of cultural consumption places and frequency of cultural consumption of urban and rural residents is similar。

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

(2) The integration of trend and tradition creates new consumption space

The fusion of trendy culture and traditional culture stimulates the vitality of consumption in urban business districts and leisure districts。Centering on the sense of no boundaries, sense of substitution and sense of immersion pursued by contemporary consumers, commercial blocks, cultural blocks and commercial complexes in many places in China have accelerated innovative exploration in fashion, cultural creativity, technological empowerment, scene construction and other aspects, and have been strongly revived after transformation, becoming an important cultural consumption scene at present。Special research data show that the proportion of urban business districts and leisure blocks in the offline scene of cultural consumption has reached 55%。

Historical revitalization based on a modern perspective continues to stimulate the consumption vitality of cultural venues。According to the special survey data, more than 60% of the respondents said that they visited cultural venues or watched movies and dramas once every six months or every quarter。Many museums in China rely on technology to integrate and optimize the visiting scene, and rely on content creation and social platform communication and promotion to raise attention. Cultural experience space with immersion and style has narrowed the distance between culture and people, and promoted cultural consumption。

Data Source: National Cultural Consumption Research in the first half of 2022 (demand side)

(3) Scientific and technological support to open up new areas of cultural consumption

The integration of science and technology and culture continues to deepen, and the combination of meta-universe, artificial intelligence, virtual reality and the cultural field is increasingly close, opening up a new field of cultural consumption。For the current market of cultural consumption, 65.1% of the surveyed enterprises said that the economic downturn and weak demand restricted the development of cultural consumption, 52.One percent of respondents reported product homogeneity and lack of innovation, 22.Two percent of respondents said they had little profit margin。In the face of the above difficulties, cutting-edge technologies have played a positive role in the innovation of business forms, the upgrading of experience, the reduction of cost and the increase of efficiency in the cultural and tourism industries. The Forbidden City, Dunhuang, Taishan and other cultural and cultural venues and tourist attractions have actively developed digital collections, becoming a hot spot for cultural consumption。

3. New trends

(1) The national strategy guides the development of rural markets

Under the guidance of the national strategy, the new space of rural cultural consumption has a broad prospect。In the first half of 2022, national strategies such as rural revitalization and common prosperity made steady progress, 51.Eight percent of the respondents indicated that they would actively respond to the national strategy and strengthen their investment in cultural and tourism resources in rural areas.32.8% of the surveyed enterprises are exploring cultural and tourism product innovation, with a certain inclination to the sinking market (low-tier cities and rural areas);15.4% of the surveyed enterprises are still learning and exploring the national orientation and policy documents, and maintain the business status quo for the time being。

The rural market has received full attention, and the industry layout takes into account both urban and rural areas。Special research data show that the cultural consumption business layout of the surveyed enterprises is mainly based on both urban and rural areas (accounting for 69.4%）。Based on the purpose of serving the people's better life, under the guidance of the national strategy of rural revitalization, the creation of beautiful Spaces such as rural leisure stations and rural meeting rooms will continue to accelerate。

(2) The fields of cultural creation and intangible cultural heritage will continue to increase

The activation of intangible cultural heritage with culture as the core and the development of cultural creativity are important contents of the consumer market。Special research data show that the proportion of shopping represented by culture and creativity in cultural consumption expenditure has reached 55%。"Cultural and creative + intangible cultural heritage" allows traditional culture to appear in the public eye with a new image, promotes cultural transmission and inheritance, improves the cultural identity and cultural confidence of the people, and provides strong support for the growth of cultural consumption。At present, domestic cultural consumption is mainly concentrated in cultural products such as cultural creation and intangible cultural heritage, entertainment products and services, cultural publications, radio and television, film and television theater and other fields。Take the long view, 57.4% of the surveyed enterprises believe that the cultural consumption market will focus on cultural products such as cultural creation and intangible cultural heritage。

Data Source: National Cultural Consumption Research in the first half of 2022 (enterprise side)

(3) The community economy leads business model innovation

The community economy is playing an increasingly important role in cultural innovation and consumption promotion, playing a more active role。China Tourism Academy 2022 community economy special survey data show that the domestic residents concerned about the community mainly includes interest exchange, knowledge sharing, leisure and entertainment, shopping and so on。All kinds of new groups gather a large number of social resources, information resources and mutual assistance resources, which are closely combined with the development of cultural consumption industry and commercial innovation, effectively promoting online and offline cultural consumption。At present, commercial space based on social activities and community interaction has become a popular scene for cultural consumption。Shanghai "TX Huaihai | Young Power Center" and U479 Trend Center create sustainable social activities with young people's favorite content labels, and create a new space for cultural consumption with social connection。

Data source: China Tourism Academy 2022 Domestic community economy special research

Iv. Outlook

People's yearning for a better spiritual and cultural life has never stopped, and they are still enthusiastic about the experience and consumption of cultural leisure in the future。Special research data shows that 81.8% of respondents said they would increase the frequency of cultural consumption in the future, 93.Six percent of respondents said they would increase spending on cultural consumption in the future。

Although the current situation makes enterprises cautious about cultural consumption investment, the industry is still full of expectations for the future prospects, 80% of the surveyed enterprises are optimistic about the prospects of the cultural consumption market, 70% of the surveyed enterprises said that the future will increase, significantly increase the human and capital investment in the field of cultural consumption。With the continuous improvement of the domestic epidemic prevention and control situation, the orderly recovery of the cultural and tourism market, the release of demand for cultural consumption and the innovation of supply will be steadily promoted。

[1] Synthesize previous academic research results and relevant statistical yearbook data，This report defines the content of cultural consumption as: (1) consumption in material form，Such as audio and video, books, art works, handicrafts, stationery, cultural related equipment (performing arts, video, entertainment, etc.) purchase;(2) Consumption of spiritual services (online and offline)，包括不限于：文化熏陶和艺术体验（书画、图书展览、艺术培训、艺术品拍卖等）、文化场馆参观（博物馆、文化馆、美术馆、图书馆等）、观影赏剧（电影、话剧、歌剧 、舞剧等）、传统文化体验（非遗、节庆活动等）、科技动漫（网络视听、数字阅读、虚拟现实等）、体育健身、知识充电、群众文化体验（广场舞、大合唱）等。