Digitalization Assists the Transformation of the Publishing Industry (Continues the Historical Context to Compose Contemporary Huazhang)

At the digital experience exhibition of the canal, created by Jiangsu Phoenix Publishing and Media Group Co., Ltd

At the digital experience exhibition of the canal, created by Jiangsu Phoenix Publishing and Media Group Co., Ltd. (hereinafter referred to as "Phoenix Group"), where boats gather in the river, people come and go on bridges, and people gather on both sides of the river... At the "Flowing Thousand Years of 'Numerous' Words and New Life" canal digital experience exhibition, audiences can experience the scene of the ancient canal while interacting with gestures, experiencing the passage of water boats, repairing river embankments, and talking to ancient people, and intuitively perceiving the historical style of the canal Experience a unique canal journey with cultural heritage and scientific engineering.

This is the latest achievement of Phoenix Group in exploring the integration of metaverse digital technology and cultural publishing, and it is also a fusion practice of main business transformation and upgrading driven by new technology empowerment and new consumer demand.

In the era of the Internet, under the impact of digital publications, the traditional publishing industry is facing many challenges. What is the password for the breakthrough and transformation of the publishing industry?

Zhang Chaoyang, Chairman of Phoenix Group, introduced that actively implementing the national cultural digitization strategy and creating a Jiangsu characteristic cultural database are a major password for "Phoenix" to break through.

Phoenix Group utilizes new technologies such as big data and artificial intelligence, and relies on major cultural publishing projects such as the "China Canal Chronicle" and "Jiangsu Library" to promote the construction of the "Grand Canal" digital dissemination project and the "Jiangsu Library" database. "Chapter Chaoyang introduces that on this basis, it deeply explores the connotation and extension of database resources, creating high-quality digital cultural products with rich connotations and diverse forms, Meet the diverse spiritual and cultural needs of the general public.

In the past three years, Phoenix Group has continuously promoted digital key projects that have achieved results and benefits. A series of new digital publishing products, such as the radio drama "Childlike Heart Towards the Party, Centennial Glory", the audio book "My Heart Goes to Dunhuang: Fan Jinshi's Autobiography", the theme audio book album "Celebrating the Centenary of the Founding of the Party and Welcoming the 20th National Congress of the Party", and "Understanding China", have achieved both social and economic benefits.

Another password for "Phoenix" to break through is to create a digital publishing platform and comprehensive business service platform that integrates online and offline development, guided by new application scenarios, and improve the service capabilities of the entire cultural industry chain. On the one hand, focusing on the areas of publishing advantages, we aim to create digital publishing platforms such as Phoenix Book Garden knowledge services, Phoenix digital textbooks, voice learning systems, and digital rural bookstores that serve the reading and smart education of the whole population. Over the past three years, the platform has had over 20 million users and generated over 200 million yuan in revenue. On the other hand, we will explore the construction of a Phoenix Xinhua comprehensive business service system that integrates online and offline development, fully supporting the transformation of physical issuance business through the internet, and achieving integrated functions such as online subscription, retail, reading, and learning. In 2022, the revenue of the Phoenix e-commerce sector exceeded 1.3 billion yuan, and Phoenix Xinhua has developed into one of the influential book e-commerce platforms.

Promoting the construction of a new media matrix and forming a new model of internet marketing are also important passwords for enhancing the dissemination and influence of publishing. In recent years, Phoenix Group has cultivated a number of new media brands such as "Yilin", "Phoenix Vocational Education", and "Qingniao Xinzhi" through the construction of the "Phoenix New Media Matrix", enhancing its communication capabilities. In 2022, the revenue of Tiktok e-commerce of Phoenix Science and Technology Society will exceed 70 million yuan, and the revenue of vocational education online courses will exceed 30 million yuan. The "Phoenix Preferred" video released this year has a total of over 1.56 million views and over 10000 likes on the entire platform. In June of this year, the "Phoenix Preferred" book sold over 100000 copies.

The breakthrough of "Phoenix" fully confirms that the digital transformation and upgrading of the traditional publishing industry is the only way forward.

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