Guangdong's cultural industry expands with the addition of 'digital': VR, digital people, and the metaverse appear in turn, and the 'multiplier effect' of cultural digitization appears

Southern Finance All-Media Reporter Ding Li reporting from Shenzhen

If you were given a museum, what kind of gameplay could you explore?

With the support of new technologies, exhibitions, museums and other formats have broken through the traditional one-way information dissemination model, giving the above problems a more interactive way of solving problems. On June 7, the 19th China (Shenzhen) International Cultural Industry Expo and Trade Fair (hereinafter referred to as the "Cultural Industry Expo") officially landed at the Shenzhen International Convention and Exhibition Center. Exhibitors from different industries gave diverse answers to this question.

In the interactive "Oriental Flower World" space, the audience places their hands in front of the mechanical flower, and the stamens slowly light up as if by magic, and the petals slowly open; the "Ancient and Modern" developed by Tencent Games "Together with this sound" allows the audience to "play" a chime music with their toes, and there are more possibilities for the activation and utilization of intangible cultural heritage...

(Gewu Interactive "Oriental Flower World" experience space)

Today, "digitalization" has become the second lifeline of the cultural industry. While empowering traditional cultural tourism, fashion and other industries, stimulating more cross-border integration combination options within the industry, it also makes the ecology of the cultural industry The circle has been further expanded and the industrial chain has been further extended. Therefore, the industry's requirements for clustering have also been "raised to a higher level."

Guangdong’s digital creative industry cluster ranks first in the country with revenue of 572.8 billion yuan in 2022. Behind this huge number are the two wings of "intelligent" manufacturing strength and creative ability: the cumulative number of valid invention patents in the province has reached 6,521, the output value of digital publishing and animation games ranks first in the country, and the scale of digital music and digital movies Among the best, new formats such as e-sports and short videos are developing rapidly, and the ecological pattern of the digital cultural industry is becoming increasingly complete.

Open the "hidden space" of the museum

Wearing VR glasses, a cluster of light balls appeared out of thin air above the originally empty exhibition hall. The audience can "touch" the light balls with their hands, "unlock" the jewelry inside and obtain information including exhibit names, design concepts, etc. For more information, this is the digital jewelry exhibition jointly created by Shenzhen Bole Information Technology Co., Ltd. and Manyu Art Jewelry.

Not only in exhibitions, digital technology is increasingly transformed into multi-dimensional roles such as docents and tour guides, and is increasingly used in cultural tourism scenes such as museums and amusement parks. Zhu Wenzhen, chairman and CEO of Bole Information, believes that these technologies can further explore the intrinsic cultural value of exhibits, stimulate audience interest and improve audience consumption experience with strong interactivity, especially catering to the increasingly popular "parent-child travel".

In addition to strengthening interactivity, the physical space-time attributes of cultural tourism scenes are being rewritten.

The "hidden space" of the museum is discovered, and its "residual value" is further explored. With the help of Guangzhou Fantuo Digital Creative Technology Co., Ltd.'s "heraldic porcelain", cultural relics and porcelain that cannot be accommodated in the original space can be presented through digital projection technology; Bole Information's digital jewelry exhibition is even more "in the square white wall" "Convert" to enrich the collection.

Zhu Wenzhen said, "Digital technology can move dinosaurs into exhibition halls and let whales swim into rooms without changing any physical space, creating new and iterative content at the lowest cost."

Using digital technology for drone light shows, its value can be further enhanced during low passenger flow periods at night. Liu Weitao, development director of Shenzhen Gaoju Innovation Technology Development Co., Ltd., told Southern Financial All-Media reporters that the drone performance provided by the company for Zhuhai Chimelong has become a powerful tool for attracting traffic to the park.

Digital technology eliminates time and space constraints in the cultural tourism industry and further enhances the ability of cultural communication. In the Shenzhen Animation Park, the branch venue of this CIIF, park companies are planning to use the Metaverse Fashion Exhibition as a supplement to offline catwalk shows. Ni Heqin, the person in charge of the park, believes that with the help of Metaverse, the fashion show can expand the content and break through the limitations of time and space. , from once a year to unlimited times, and gain greater breadth of communication.

Currently, various regions in Guangdong are promoting the digital transformation of the fashion industry. Taking Shenzhen as an example, the "Shenzhen Modern Fashion Industry Cluster Digital Transformation Implementation Plan (2023-2025)" released at the beginning of this year proposed to promote the application of a number of replicable and promoteable digital solutions in the fashion industry to accelerate the advancement of fashion. Comprehensive changes in the industrial design process, production methods, business operations, and consumption patterns.

As one of the pillar industries in Guangdong Province, the overall scale of the fashion industry cannot be underestimated. If digital technology can be implemented in the province, it will stimulate immeasurable new momentum for the industry.

The integration of all industries behind a robot

In a desktop competition cabin with a length and width of less than one meter, two fist-sized robots were fighting fiercely. As one side was pushed into the elimination area in the corner, the winner of this steel battle was finally determined.

Behind such a small robot is an increasingly large digital competitive industry ecosystem. Extending upstream, there is an equipment manufacturing industry chain of considerable length, from material research and development to robot manufacturing, all of which have strict technical requirements; extending downstream, service industries such as event hosting and education and training are also booming.

From a horizontal perspective, digital intelligence competition is also linked to a wide range of industries including animation, audio and video, technology and fashion games, etc., and the symbiotic and mutually reinforcing relationship between all parties is constantly deepening. Erlan Aizezi, head of the youth education business segment of Xuanzhi (Shenzhen) Technology Co., Ltd., explained with an example that fighting robots, as a cultural carrier, can be embedded in diverse story themes, "Currently, we are cooperating with some film and television companies The script is designed and the filming of films and television films related to science fiction themes are also in preparation."

The ability to link multiple business formats indicates the broad prospects of this industry. In addition to traditional e-sports events, emerging events such as digital sports will also be introduced for the first time at the Hangzhou Asian Games in September this year. With the ever-accelerating consumption upgrade in recent years, relevant domestic markets are being intensified to be cultivated. As a competitive entertainment activity that only began to grow in China around 2017, digital intelligence competition is obviously a new blue ocean with broad room for growth.

Intelligent manufacturing is still the basic pillar in this industrial ecology covering multiple elements. In fact, many companies start through manufacturing and gradually extend their commercial business downstream.

This is the case with Xuanzhi Technology. Airland introduced that the company was committed to the research and development and production of related equipment when it was founded in 2017. With the development of the market, it has now been involved in the fields of event alliance platform construction, player training and management, and In response to this, a series of educational products and solutions have been developed, and a series of industry events such as the BATTLEACE competitive robot competition have been held.

"The digital intelligence competitive industry has now formed a closed loop. While 'intelligent' manufacturing provides the foundation for downstream industries, the downstream industries also feed back the development of related manufacturing industries." Ireland believes that education, events, etc. can promote The dissemination of relevant culture accelerates the cultivation and growth of the consumer market, and trains and transports a group of talents for the manufacturing process.

Cultural industry plus "digital" clustering

The addition of new technologies such as digitalization is further extending the chain of the cultural industry.

Take Xuanzhi Technology’s 1.5kg fighting robot as an example. It includes shell armor, control system, power system, weapon system, battery system and many other parts. It involves a large number of parts and has extremely high technical requirements for core accessories. high.

(Xuanzhi Technology 1.5kg fighting robot)

Elland further stated that as the weight of fighting robots increases to the 13.6 kilogram level required by the Asian Games, and even the 110 kilogram level required in some competitions in Europe and the United States, the number of parts involved in the product will be greater, and for the process Technical requirements will also be further improved. This means that the production of each product requires technical support from enterprises in multiple industrial chains, which also makes the need for industrial clusters more prominent.

Currently, Xuanzhi Technology has initiated the establishment of a competitive fighting robot industry alliance, which includes powerful manufacturers in special batteries, circuit motors, wireless remote control equipment, etc. Alliance members are mainly concentrated in the Guangdong-Hong Kong-Macao Greater Bay Area, covering Shenzhen, Dongguan, Guangzhou and other Bay Area cities with developed equipment manufacturing industry foundations.

However, it is worth noting that some traditional cultural enterprises are limited by their scale and financial strength, and their transformation path is blocked. Taking the park as a unit and relying on the power of clusters has become an important way for them to embrace digitalization. Shenzhen Animation Park is currently planning to use digitalization to empower the fashion industry and cultural integration, build a digital platform integrating transactions and exhibitions for small and medium-sized enterprises in the park, and use the isomorphic art space to provide consumers with a virtual fashion experience.

In addition to empowering digitalization, the park also provides a platform for cross-border integration of cultural industries. In the Shenzhen Animation Park, hundreds of digital innovation, fashion, and animation companies have settled in and have maintained long-term and in-depth cooperation with multiple industry associations and industrial service organizations. All parties can achieve a "multiplier effect" in terms of technology, IP, etc.

Take Luohu District, Shenzhen City as an example. In the northeastern corner of the district, the core area of ​​digital innovation and equipment intelligent manufacturing, consisting of an intelligent audio-visual industrial park and a digital interactive entertainment industry base, is growing rapidly; while in the southwest corner, it includes a series of cultural and creative industries The core area of ​​the digital innovation industry headquarters in the park has been completed; between the two, the industry-university-research incubation core area constitutes a "connecting the upper and lower" corridors, a number of cultural blocks and maker parks are dotted around, and a digital creative industry corridor has taken shape.

The epitome of Shenzhen Longgang reflects the digital cultural ecosystem in which Guangdong’s cultural “intelligent” production and creative production echo and coexist harmoniously. Related infrastructure and service platforms are also constantly improving.

Last year, Guangdong's large-scale cultural manufacturing companies achieved revenue of more than one trillion yuan, occupying one-fifth of the national market share; among them, the production of game and entertainment equipment occupied four-fifths of the national market. share. According to the "Guangdong Province Implementation Plan for Promoting Deep Integration of Culture and Technology (2021-2025)", Guangdong will use Guangzhou and Shenzhen as the "dual-core" engines to create a "dual-core and multi-point" digital creative industry development pattern, "Guangdong, Hong Kong and Macao world-class The Digital Culture Center is being completed at an accelerated pace.

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