Digital cultural trade is playing an increasingly important role in jointly building the Belt and Road。
At the recently held 5th "Belt and Road" Service Trade Cooperation Forum，Zhao Ping, president of the China Council for the Promotion of International Trade，Digital cultural trade is a new area of cooperation and a new trade growth point in the construction of the Belt and Road under the new situation，It is of great significance to advancing the Belt and Road Initiative，It is mainly manifested in five aspects:
First, new areas of policy communication。Global digital culture trade rules have not yet formed, and it is of great significance to accelerate the construction of the "Belt and Road" digital culture trade rules。Second, a new path of people-to-people connectivity。With digital technology as the means, cultural exchanges as the core, and service trade products as the carrier, digital cultural trade is conducive to promoting mutual learning among civilizations and strengthening inter-civilization exchanges。Third, new infrastructure connectivity。Drive the improvement and optimization of digital infrastructure to help open up the digital Silk Road and narrow the regional digital divide。Fourth, a new engine for unimpeded trade。The advantages of large growth potential and high added value expand new space and cultivate new growth points for the trade growth of the "Belt and Road"。Fifth, new financing models。To provide a richer scenario for capital financing and promote continuous innovation in cross-border financial products。
What is "Digital cultural trade"?？Zhao Ping believes that digital cultural trade is a new type of cultural trade based on digital technologies such as the Internet, with digital cultural industry as the carrier, digital content as the trade object, and digital delivery as the realization method. Its core fields involve digital cultural technology services, digital cultural content services, and digital cultural communication channel services。
In recent years, the foundation of China's digital cultural trade industry has been continuously consolidated with a strong momentum of development。In terms of user size, by the end of 2021, China has 9.2.7 billion online video users, 7.4.3 billion online news users, 6.5.8 billion online music users, 5.1.8 billion online game users, 4.600 million online literature users。In 2021, 16 industries with more obvious characteristics of China's digital culture new formats will achieve revenue of about 4 trillion yuan, an increase of 18 percent year-on-year.9%, higher than the average level of cultural enterprises 11.6% percentage points, accounting for 33.3%。
In this context, the development of digital cultural trade in China and countries along the "Belt and Road" contains huge opportunities。Zhao Ping said that from the import point of view, the huge cultural market scale, perfect digital infrastructure, and rich traditional cultural resources provide more opportunities for the "Belt and Road" digital cultural enterprises to enter the Chinese market。The data shows that China's demand for high-quality global cultural products and services continues to rise。In 2021, China's game market will rank first in the world, accounting for more than 30% of the global market.China ranks sixth among the world's top 10 music markets。From the perspective of export, the "Belt and Road" is an important market for China's digital cultural trade, which plays an important role in the development of industries along the route, releasing the vitality of consumption, improving economic and trade rules, and promoting exchanges and mutual learning among civilizations。
There are also challenges behind the opportunities。First, digital cultural trade faces a large number of regional trade barriers。For example, the European Union has introduced a number of new regulations to regulate digital content, and markets such as Southeast Asia are not open enough and there are large national differences。Second, the lag of digital infrastructure affects the effect of cultural communication。The low level of digital infrastructure construction in some countries and regions along the "Belt and Road" has largely limited the scope of digital cultural trade。Third, intellectual property infringement seriously affects the healthy development of the industry。The expenditure related to the protection of intellectual property rights of enterprises is relatively high, but the effect is limited, and the loss of piracy is still large。Fourth, "cultural discount" increases the cost of cross-cultural communication。The "cultural discount" of cross-cultural communication has formed a natural barrier to the sea, resulting in a relatively large cost of translation, dubbing and post-production of digital cultural content at this stage。
In this context, how should digital cultural trade enterprises expand the "Belt and Road" market？Zhao Ping gave five suggestions: First, optimize the "going out" model。Take into account the two modes of "borrowing boats to go out to sea" and "building boats to go out to sea", improve the level of localization, make good use of localized expressions, reduce cultural conflicts, and promote excellent content "going out".。Second, enhance digital operation capabilities。Use digital technologies to enrich the content and form of cultural products and services, and promote the application of new technologies to empower the cultural industry and the whole chain of trade。Third, we will create high-quality digital culture。We will strengthen research and development and investment in large-scale and sophisticated production, and increase the supply of high-quality original content for digital cultural products。Fourth, strengthen cross-sectoral cooperation。Give full play to the comparative advantages of different digital cultural industry forms such as animation games and online literature, create a new ecology of digital cultural content, and cultivate and innovate Chinese cultural IP。Fifth, give full play to the advantages of the super-large domestic market。Polish products, optimize models, innovate digital cultural products, and promote China's digital cultural industry to accelerate its entry into the international market。
(Article from International Business Daily)