Why did Beijing issue 50 million yuan of electronic coupons for cultural consumption to benefit the people?

As the national cultural center, Beijing, the capital, has huge potential to develop cultural consumption relying on its profound cultural heritage, abundant cultural resources and active cultural market. In order to comply with the spirit of the instructions of the Party Central Committee and the State Council and the work arrangements of the Beijing Municipal Party Committee and Government, we will promote supply-side structural reform and expand and guide cultural consumption. On the morning of March 30, the launching ceremony for the issuance of "2017 Beijing Huimin Cultural Consumer Electronic Vouchers" (hereinafter referred to as Wenhui Vouchers) hosted by the Beijing State-owned Cultural Assets Supervision and Administration Office was held at the Beijing Book Building.

At the launching ceremony, Zhou Maofei, director of the Beijing Cultural Resources Office, delivered a speech on behalf of the organizers, and Xu Hongsheng, general manager of Beijing Book Building, spoke on behalf of the cooperative units. In his speech, Director Zhou Maofei reviewed the basic situation of the pilot work of the voucher project in 2016, and gave a brief introduction to the voucher situation in 2017. The heads of relevant industry authorities in Beijing, representatives of Beijing Distribution Group, New Film Alliance and other cooperative entities of the vouchers attended the launching ceremony.

In recent years, the development momentum of Beijing's cultural industry has been good and it is at the forefront of the country. It is especially distinctive in promoting cultural consumption and has achieved multiple benefits, achieving double harvests for people's consumption and business operations. As an important people's livelihood benefit through culture, the cultural voucher project has shifted from subsidizing cultural business units to subsidizing residents' cultural consumption. That is, the government directly provides cash subsidies to consumers' cultural consumption, allowing consumers to directly enjoy the benefits of cultural policies that benefit the people. And gain more freedom of choice in cultural consumption. In 2016, the Beijing Municipal Finance Department allocated 10 million yuan for the issuance of vouchers. After three months of piloting, more than 50 cooperative units in the four industry fields of culture and art, press, publication and distribution, radio, film and television, and cultural e-commerce have achieved a total of 597,400 cultural consumers, generating 67.545 million yuan in direct consumption. Superimposed on the discounts of pilot cooperation units, a total of more than 20 million yuan in actual discounts have been provided to consumers, achieving the expected goal of "inclusively benefiting citizens, promoting consumption, and stimulating growth."

Director Zhou Maofei pointed out that as an important livelihood issue of the Beijing Municipal Government in 2017, based on last year’s successful pilot, 50 million yuan in coupons will be distributed free of charge to consumers in 2017 to subsidize consumers in dramas. Cultural consumption in seven major areas: performances, books and audiovisuals, movie screenings, cultural and creative derivatives, cultural tourism, cultural entertainment, and cultural sports. On the same day, Wenhui Vouchers were launched in the first batch of 36 cooperative units, and will be expanded to 160 cooperative units, achieving full coverage of industries and regions.

According to reports, the issuance of Wenhui Vouchers in 2017 will continue until April 2018, throughout the year and in line with people's livelihood issues in the next year. The first batch of Wenhui coupons has been distributed at the same time as the launch ceremony. Consumers can now pick up their mobile phones, follow the official service account of Beijing Wenhui Card, register with their real names and receive the Wenhui coupons. Subsequent issuance information will be released through the official website of Beijing Wenhui Card and the official service account and subscription account of Beijing Wenhui Card. Details of the project cooperation units can also be inquired through the above channels.

In terms of industry fields, the number of pilot areas will increase from 4 to 7: first, drama performances, including music, song and dance, drama, drama, folk art and children's drama; second, book audio and video, including books, periodicals, Audio-visual products, digital reading, etc.; the third is movie viewing, including theater viewing and online audio-visuals; the fourth is cultural and creative derivatives, including cultural and museum derivatives, intangible cultural heritage, industrial art, four treasures of the study, etc.; the fifth is culture and entertainment, including "sunset" Red Card" franchise KTV and mass-selling KTV demonstration sites recognized by government departments; sixth is cultural tourism, including Beijing-style specialty tourism products such as "Beijing Gifts", cultural, parent-child and popular science tours for primary and secondary school students, and suburban folk customs for the elderly Experience tours, etc.; seventh is culture and sports, including ice and snow sports display, experience and event tickets that spread the "Winter Olympics" culture.

In terms of coupon outlets, the number of coupon outlets will be expanded from the more than 50 piloted in 2016 to the final 160, achieving full industry and geographical coverage. Consumers can find coupons at their doorsteps and enjoy the benefits brought by the government's projects to benefit the people nearby. According to the person in charge of the Municipal Cultural Resources Office, after the launch ceremony, an announcement will be made on the official website of the Cultural Resources Office, and a wide range of cooperative units will be solicited for the vouchers in seven areas that are suitable for the use of the vouchers. Cultural business units are welcome to actively apply to participate.

When consumers make purchases on cultural e-commerce, they must first add the special coupon code for the Wenhui Coupon they have received to the personal account of the corresponding e-commerce platform, exchange it for an e-commerce platform discount coupon, and select relevant For cultural products, after entering the payment page during checkout, follow the prompts on the e-commerce platform page to choose to use. The settlement system automatically makes corresponding deductions based on the discount coupons that the user chooses to use, and the consumer pays the balance to complete the use of the coupons.