The China Cultural & Entertainment Industry Association was established in Beijing on Saturday. The first national level association of its kind within the industry, the new association, overseen by China's Ministry of Culture, will work to "further promote the development of the culture and entertainment industry, increase research concerning industry structure and operations, organize international cooperation and communication, and strengthen communication and coordination between government authorities and the industry."

"The association will serve the members of the industry, connect together the entire chain of cultural production and consumption, as well as act as a bridge between government authorities, industry members and consumers," said Jin Yiwei, the association's president, during the ceremony.

China's biggest smartphone maker Xiaomi also joined the association as its founder Lei Jun announced the company's plans for establishing entertainment and content services for its Mi brand phones.

"You may have heard of our new investment in Youku Tudou (one of China's biggest streaming service providers). In the future, more investment will be made into providing content," said Lei, demonstrating Xiaomi's ambition to establish a place in China's cultural industry.

The association also released a notice calling on its members to adhere to regulations, improve service standards and refuse illegal content such as that involving pornography, drugs and gambling.