China’s cultural trade is restricted by limited productions, a low market rate, insufficient overseas marketing input and the absence of overseas sales channels and offices. China’s cultural trade needs to have its own sales channels. I believe we can do the job from two aspects. Firstly, by getting hold of the high-end sales channels. Secondly, by moving the sales team forward. To get a foothold in the so-called high-end sales channels, would secure the mainstream customers and high-end platforms. These markets would promote China’s branded cultural products and deepen the influence of Chinese culture in the long term. It would also be beneficial to build sales offices in key cities in Asia, America, Europe and other regions, and to move the sales teams forward to do research and promotion in targeted markets. All these would help build secure and stable sales channels for China’s cultural trade. We need creative minds and flexible systems to build the overseas sales channels, and to have new explorations and discoveries in fields like concepts, capital and talents. At the same time, for national policies, we suggest breaking local protections and the limitations of current policies, in building far-reaching, useful and flexible overseas sales channels for Chinese cultural trade.  

3. the strategy of main bodies 

Li Changchun, member of the Standing Committee of the Political Bureau of the CPC Central Committee, said the key to export of Chinese culture is products and enterprises, which are the main bodies of market. This is an important conclusion on intensive research on international cultural trade rules. For example, the influence of American culture over the world was achieved with bodies such as Time Warner, Hollywood, Broadway, Disney and such giant group companies. The market main bodies know the market’s needs the best, and can see through the fast changing environment. They win the market share by acquiring all the information with the most direct and efficient way. The export of Chinese culture should be mainly through trade, and only with trade. This way, the market’s main bodies can function to their utmost. 

In the initial phase of developing China’s culture trade, we have to strengthen the main bodies. The government will play a very important role in this initial phase. Government must help grow pioneer enterprises, providing special policies and services and helping them strengthen. On the other hand, the functioning of government cannot fully replace the functioning of main bodies. The main bodies must win international markets through their cultivated market sense and their market independence. 

China Arts and Entertainment Group is the first large-scale, state owned external cultural enterprise. It has the strategy of “becoming a large scale, multinational culture group equipped with international market competition force, and a strategic investor to culture industry”. It is also exploring new ways of brand building, incorporating creativity and capital operation. For overseas performances, they attract a worldwide annual audience of 10 million to get to know and understand Chinese culture. 

I believe, if we can build up our brands, securing our channels and strengthen the main bodies, we can win more market share in international culture trade and promote Chinese culture widely around the globe. This will also enhance China’s image by increasing the country’s cultural “soft power”. In 1950s, Chairman Mao Zedong once said that China should have a great contribution to mankind. This contribution is not limited to tangible products, but also intangible products, like cultural products. There is no doubt that Chinese culture will make its special and charming contributions this century.