Immersive online fitting, immersive "cloud" house viewing, immersive Museum shopping... Immersive experience is gradually popular with consumers, and the new scene of digital consumption is also "alive". Experts believe that relying on virtual reality, augmented reality, holographic projection, intelligent interaction and other technologies, the new scene of immersive digital consumption has become popular, bringing consumers a stronger sense of interaction, scene and substitution. Feeling of being on site Wandering in different sacrificial pits of Sanxingdui, I encountered the lovely kneeling bronze figure, the shocking bronze head with gold mask, and the bronze figure with the top snake body; Entering the kingdom of ancient Shu, stop to enjoy the gurgling water and reeds, and watch people praying devoutly in front of the sacrificial platform... This is an immersive experience like visiting the scene in person, from the digital interactive space "Sanxingdui fantasy journey". The audience can enter the interactive space by scanning the QR code through their mobile phones, and then enter the scenes of Sanxingdui archaeological excavation greenhouse, Sanxingdui digital museum and ancient Shu Kingdom, immersively explore the Sanxingdui archaeological site, and observe the details of cultural relics closely. There are many creative products such as immersive archaeological Sanxingdui, which bring people a new digital life experience. For example, Dunhuang Research Institute used 1:1 digital high fidelity technology to reproduce the scripture cave in cave 17 of Dunhuang Mogao Grottoes in the "cloud"; The creative team of Henan Spring Festival Gala used 5g+ar (augmented reality) technology to launch the dance performance Tang Palace Banquet, which integrates virtual scene and real stage; The stage play "see Pingyao again" comprehensively uses digital technologies such as sound, light and electricity to explore new forms of immersive performance. Some netizens said that the application of digital technologies such as multimedia, virtual reality, holographic projection and three-dimensional reality on the stage is refreshing. Experts believe that with the mature promotion of virtual reality, augmented reality, holographic projection, intelligent interaction and other technologies, the immersive industry represented by immersive shopping, performing arts, exhibition, movie viewing, dining, travel, entertainment and so on is becoming a new digital consumption format, releasing fresh vitality. Immersive industry changes the passive experience of traditional business scenes, and provides consumers with a more personalized, situational and digital consumption experience through various personalized simulations, in the form of lead-in scenes, multi sensory surround, interactive narration and so on. Rapid establishment of industrial chain Qi Ji, a professor at Communication University of China, believes that the new scene of digital cultural consumption is in the context of the rapid development and wide application of new experience technologies such as holographic presentation, digital twins, multilingual interaction, high fidelity, and cross time and space. It fits in with the space where people pursue high-quality, diversified, interactive, and immersive experience consumption. It can not only meet the personalized and diversified consumption needs of young groups, but also solve the problems of the elderly The traditional cultural consumption of disabled groups is restricted by physical conditions, equipment and facilities, which can create new cultural experiences in an all-round way. In recent years, immersive digital consumption has been extended to e-commerce shopping, cultural tourism projects and other industries, showing important commercial value. Industry insiders pointed out that at present, the immersive digital cultural tourism industry chain is being built rapidly. The service providers at the upstream of the industry chain provide support for creative design, software technology and intelligent hardware equipment. The service providers at the midstream mainly provide immersive experience projects such as holographic restaurants, VR (virtual reality) hotels, immersive tourism performances, immersive theme parks, digital experience exhibitions, AR tourism souvenirs, etc, Downstream service users mainly include hotels, scenic spots, theme parks, museums and other cultural and Tourism Institutions and enterprises, and finally present immersive digital cultural and tourism products to consumers. Some experts believe that in the cultural and entertainment industry, immersive consumption still has problems such as high initial investment cost, large investment in hardware facilities, long return cycle, high dependence on intellectual property rights such as creative design, scarcity of high-quality content, difficulty in large-scale operation, and incomplete supporting industrial chain. As the whole industry is still in the initial stage of development, its business model still needs to be explored by industry participants, and the government should also give some attention and support. Considerable development potential Chen Duan, director of the digital economy integration and innovation development center of the Central University of Finance and economics, believes that China's online cultural consumption is rising rapidly, "cloud tourism", "cloud variety" and other new forms of cultural consumption are developing rapidly, and emerging Internet technologies such as virtual reality are widely concerned, bringing new growth space to the digital culture industry. In 2020, the Ministry of culture and tourism issued the "opinions on promoting the high-quality development of the digital cultural industry", which clearly put forward the "development of immersive formats", and supported cultural relics units, scenic spots, theme parks, park blocks and other cultural resources to develop immersive experience projects; Promote the combination of immersive business forms with urban public space and characteristic towns. In 2021, the development of immersive experience was written into the 14th five year plan for cultural and tourism development, which has become an important part of promoting the optimization and upgrading of the cultural industry structure. The "Beijing digital consumption energy level improvement work plan" released in June this year proposed that Beijing will accelerate the promotion of typical digital application scenarios, including creating new immersive experience digital life consumption scenarios such as "ar try on", "VR house viewing, car buying, shopping". Industry insiders believe that with the development of the cultural tourism industry in the direction of vertical deepening, the immersive format, as a new format formed by the integration of culture and technology, the product of the combination of content creativity and technological innovation, has sufficient stamina, a large market and considerable development potential, and will become an important development direction of the cultural tourism industry in the future. (outlook new era)