[XGNews]: Sun Shoushan: meet the new changes of the times, cultivate new ideas of development and build a new industrial pattern

The following is the [XGNews]: Sun Shoushan: meet the new changes of the times, cultivate new ideas of development and build a new industrial pattern recommended by xgapn.com.

Sun Shoushan, member of the CPPCC National Committee and chairman of China audio visual and Digital Publishing Association

On July 29, 2021, China International Digital Entertainment Industry Conference (CDEC) was held at Kerry Hotel, Pudong, Shanghai. Sun Shoushan, member of the CPPCC National Committee and chairman of China audio visual and Digital Publishing Association, delivered a keynote speech. The original contents are as follows:

The 19th China International Digital Interactive Entertainment exhibition opened as scheduled in beautiful Shanghai. Here, on behalf of China audio visual and Digital Publishing Association, I would like to extend my warm congratulations on the holding of this exhibition and China International Digital Entertainment Industry Conference! I would like to express my sincere welcome to the leaders of all relevant parties, representatives of enterprises at home and abroad, friends in the media and people from all walks of life who have come to attend the conference!

Last year, when the epidemic trend was not very clear, we held ChinaJoy as scheduled, which provided strong support for the first recovery of the game industry. All the friends attending the meeting deeply realized that under the limited conditions at that time, manufacturers still had a strong desire for communication and display, which strongly supported the prosperity and development of the game industry in China in recent years“ During the 13th Five Year Plan period, the party and the state attached great importance to the development of digital economy, issued a series of policies and measures, gradually enhanced innovation and all factor driving, and gave birth to a large number of new economies, new business forms and new models. As a new economic industry with distinctive cultural attributes, the game industry closely focuses on the fundamental tasks of major decisions and arrangements of the party and the state and publicity and ideological work, firmly establishes the “Four Consciousness”, firmly adheres to the “four self-confidence”, resolutely achieves the “two maintenance”, and fully implements the cultural mission of “holding the banner, gathering the hearts of the people, educating new people, rejuvenating culture and displaying image”. Adhering to integrity and innovation and deeply integrating with science and technology, education, sports, cultural innovation and tourism, it has made contributions to promoting the development of digital economy, prospering the cultural market, stimulating domestic demand, promoting employment and meeting multi-level spiritual and cultural needs. In terms of market, in 2020, China’s online games achieved an actual sales revenue of 278.687 billion yuan in the domestic market, double that at the end of the 12th Five Year Plan, that is, 2015. According to the latest data in the first half of this year, the actual sales revenue in the domestic market was 150.493 billion yuan, a year-on-year increase of 7.89%, and the actual sales revenue in the overseas market was 8.468 billion US dollars, a year-on-year increase of 11.58%, continuing to maintain a high level of year-on-year growth. In terms of industrial ecology, many enterprises take the initiative to carry out anti addiction work, and social responsibility has been further implemented; Various standards and norms have played a full role and the level of game standardization has been improved; High quality content began to dominate the market, and the awareness of high-quality products was significantly enhanced; More local enterprises participate in the global distribution layout, and their products go to sea for diversified expansion. On the whole, the ecological construction of China’s game industry has been further improved, social and market benefits have been further improved, and the situation of healthy, orderly and standardized development is further taking shape during the 13th Five Year Plan period.

While affirming the achievements, we should also have a clear understanding of the existing problems and weak links in China’s game industry. For example, the anti addiction work needs to be deepened; The income imbalance between game R & D enterprises and platform operation enterprises seriously affects the sustainable development of the industry; The homogenization of game products still exists; Professional and compound talents are in short supply, and so on. These problems and shortcomings can not be ignored. We need in-depth research from all aspects to come up with practical and effective solutions.

We have just ushered in the Centennial birthday of the party, which is also the beginning of the 14th five year plan. To explore how China’s game industry in the new era, in accordance with the plan “suggestions” deliberated and adopted at the Fifth Plenary Session of the 19th CPC Central Committee and in accordance with the spirit of the National Conference of propaganda ministers, adhere to the development path of socialist culture with Chinese characteristics, stimulate innovation and creativity, develop strengths and make up weaknesses, meet the changes of the times, update ideas and shape a high-quality development pattern, we should gather here The important original intention of exchange and mutual learning is also the meaning of the theme of this Congress. In this regard, I have some suggestions to share with you.

1、 Based on orientation, keep in mind the original mission and meet the new changes of the times

A towering tree must have its roots; The water of Huaishan must have its source. China’s game industry started from scratch, from obscurity to global reputation, showing strong vitality. Its root lies in grasping the lifeline of content security. The 19th CPC National Congress pointed out that it is necessary to continuously meet the growing needs of the people for a better life through the realization of the Chinese dream of the great rejuvenation of the Chinese nation. In the historical process of people’s pursuit of a better life, they yearn for cultural products with richer content, better quality and more prominent positive energy. Therefore, the majority of game workers should maintain their sincere original heart and profound humanistic feelings, adhere to the people-centered creative orientation, consciously practice the socialist core values, firmly establish the correct concept of righteousness and benefit, adhere to putting social benefits first, form the internal consciousness of righteousness before benefit, and realize the common pursuit of both benefits. We should always take the cultural quality of works as the first priority, continue to strengthen the content supervision, system design and management upgrading, strengthen the punishment of violations of laws and regulations, let the empty and impetuous, strange and colorful low-quality content have nowhere to hide, and let the high-quality products that spread truth, goodness and beauty and promote positive energy dominate the cultural consumption life.

2、 Take quality as the soul, keep improving and cultivate new ideas of development

In April 16, 2019, general secretary Xi Jinping stressed that “a country and a nation can not have no soul” in the important article published by Qiushi magazine. “Literary and artistic creation should be deeply rooted in the integration of ideas and means, content and form based on taking root in the mainland and deeply rooted in the times”, so as to improve the spiritual height, cultural connotation and artistic value of the work. The requirements of the general secretary should become the motto of our game practitioners and game creators. Although the game is not the main body of literary and artistic products, as a new art and new culture form with a wider audience than other art forms, its creation should grasp the three key points of spiritual height, cultural connotation and artistic value. In other words, it is to grasp the internal quality of the works“ Ten years is the best time to think about Fu Hui. We should take quality construction as the central axis for game enterprises to deepen supply side structural reform and promote industrial transformation and upgrading. With the craftsman spirit of grinding a sword for ten years, we should create more high-quality works with positive themes, rich connotation and good double effects, which are both popular and popular, so as to create more high-quality works with distinctive characteristics, wide influence and strong cultural flavor The energetic independent game brand meets the people’s pursuit and yearning for high-quality spiritual and cultural life. Give play to the natural landing advantages of online games, integrate Chinese humanistic characteristics and the essence of Chinese culture into the product content design and narrative structure, promote the game as a cultural card to “go out” and “go in”, and let the outside world experience Chinese style, Chinese quality, Chinese style and Chinese spirit in our original boutique games.

3、 Take responsibility first, act actively and shape a new image of the industry

The value and influence of games is a matter of general concern of public opinion and the whole society. Enterprises are the subject of the public viewing the game industry from the perspective of social cognition. Only by internalizing the practice of social responsibility as a priority goal into enterprise behavior and “taking the responsibility”, can the game better win the trust and affirmation of the people. Specifically, first, pay attention to deepening the protection of minors. The influence of games on minors is a topic of general concern in society. As the first responsible person for content control, enterprises should stand at the height of cultivating new people in the era responsible for national rejuvenation, strictly control the content gate, consciously compact the main responsibility, and provide game products that are friendly to families and beneficial to teenagers. The new version of the law of the people’s Republic of China on the protection of minors, which officially came into force last month, puts forward clear requirements for the prevention of game addiction, and should become a rule that everyone in the industry should memorize. The national anti addiction real name authentication platform has been completed, which will lead the relevant work to a new height. Industry organizations should work with game enterprises to develop supporting standards for the protection of minors, establish strict process specifications, strengthen publicity and implementation, and ensure the smooth and efficient operation of the standards. The second is to highlight the social value and educational function of games. Use high-quality IP to extend the industrial chain, promote integrated development, enhance cross-border cooperation, and constantly enrich the social functions of the game. Seize the characteristics of vivid and interesting games and high acceptance, focus on the research and development of functional games, reflect the practical value and play a unique role in people’s cognitive formation and behavior cultivation, personality shaping and knowledge popularization. Third, enterprises should pay attention to participating in social public welfare undertakings and actively participate in activities to serve the society. During the epidemic last year, the majority of game enterprises supported the epidemic in various forms. These days, they actively supported flood fighting and disaster relief in Henan, forming a good social impact. Not long ago, the game Working Committee of the music and digital Association organized the activity of giving gifts to the 100th anniversary of the founding of the Party + returning to the old revolutionary base areas in Yan’an. Enterprises actively participated in the activity, and the effect of the activity was outstanding, showing the new spiritual outlook of the industry to the society. We should strike while the iron is hot, focus on the centenary of the founding of the party and the era theme of opening a new journey in the 14th five year plan, strengthen the construction of industrial parties, and provide guidance and guarantee for high-quality development with high-quality party construction.

4、 Take technology as the key, open up meridians and build a new upward pattern

Scientific and technological innovation is the primary driving force for improving the quality and efficiency of digital culture industry, including games. In recent years, the revolutionary progress of information technology has brought great changes to the management mode, carrier form, service means and media of the game industry. New business formats such as E-sports and cloud games continue to burst into energy, new concepts such as meta universe and super digital scene come one after another, the boundaries of the industry are constantly broken through, the user experience is constantly refreshed, and huge demand is constantly created“ In the period of 14th Five-Year, we should adhere to the strategic requirements of general secretary Xi Jinping’s “insisting on innovation driven development and comprehensively shaping new advantages”, insisting that science and technology is the first productive force, adjusting the structure and changing the way, seeking the potential and moving forward, and further integrating the technological innovation achievements of AR, VR, 5G, cloud services, artificial intelligence, big data and block chain, and giving birth to new formats. Cultivate new kinetic energy and promote game enterprises to shift and upgrade. We should clarify the context of technological development and increase the research on basic technologies such as game engine, development framework, communication system, download and distribution. Improve the allocation of technological resources, establish a resource sharing and coordination mechanism, and release the innovation vitality of small and medium-sized enterprises. Strengthen the cooperation between industry, University and research, build a special education and training platform, improve the efficiency of human resource integration, and make a steady stream of high-quality innovative and compound talents, so as to provide a broad platform for talents to play their role and display their talents.


The history of human social development tells us that when social and economic development and per capita national income reach a certain level, it will drive the rapid growth of cultural consumption, including games. We should firmly grasp the “time” and “trend” of development, seize the historical opportunity to embark on a new journey of building a modern socialist country in an all-round way and march towards the goal of the second century, constantly enhance the vitality of reform and innovation, implement new development concepts, grasp new market opportunities, create new business models and cultivate new industrial formats, Build a new development pattern. With guidance as the foundation, quality as the soul, responsibility as the first and technology as the key, we will make greater contributions to further enriching social and cultural products, improving the degree of social civilization, promoting high-quality development and promoting the construction of a socialist cultural power during the 14th Five Year Plan period.

Finally, I wish the 19th ChinaJoy Safety Forum a wonderful and complete success. I wish you all a worthwhile trip and an unforgettable exhibition time.

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