Cultural and creative products, relying on cultural resources, form various forms of products with culture as the core content through creative transformation and technological upgrading. Nowadays, Wenchuang is more and more popular with the public. No matter whether you visit museums or scenic spots, everyone will consciously buy Wenchuang products, visualize the memory of this visit and bring home the characteristic culture.
recently, representatives from the cultural and creative units such as Zijing Cultural and Creative (Shanxi) Industry Co., Ltd., Shanxi Juexi Culture Communication Co., Ltd. and Shanxi Xitang Culture Communication Co., Ltd. gave keynote speeches at the matchmaking meeting of the cultural and creative areas in the "Taixin Integrated Economic Zone". Their long-term vivid practice in cultural and creative products has made this seminar on cultural and creative assistance to regional development in the "Taixin Integrated Economic Zone" emerge continuously, and also contributed to Shanxi Cultural and Creative again.
Zhang Wenbin, the general manager of Zijing Wenchuang (Shanxi) Industry Co., Ltd., put forward the view that "doing cultural innovation means doing IP".
In his view, Wenchuang is a cultural production mode centered on the construction of typical and representative cultural symbols (IP). To put it simply, doing IP is doing intellectual property. At present, the head enterprises doing cultural creation in China, such as the Forbidden City, currently have more than 43 trademarks, including 33 patents and 9 works. Before last year, the number of intellectual property rights of cultural and creative institutions in Shanxi was still relatively small, but this year the number of intellectual property rights has obviously come up.
Zhang Wenbin shared a core concept of his company, which is called "nothing is long and unstable, nothing is short and nothing is alive". It means that a cultural and creative enterprise can't develop for a long time without long-term projects, and it can't meet the current survival without short-term business. In his view, long-term projects are IP and short-term projects are products. Taking Forbidden Wenchuang as an example, the core long-term strategy is to build an oriental and super IP matrix based on the Forbidden City, and the short-term project, namely Wenchuang products, is presented as a derivative format of its IP.
As for Shanxi Wenchuang products, some development was done before Zijinwenchuang, and the paper carving lamp based on Pingyao market was very popular after it went on the market. They also cooperated with the team in Shanxi to develop a board game, and raised 1, yuan on the Modian website. Later, they made an English version of this product, and crowdfunding on KS, the world's largest crowdfunding platform, also achieved great success.
Therefore, IP is not only a concept for Wenchuang, but also the foundation for success.
Gao Peng is a teacher majoring in visual communication design in the School of Art and Design of Shanxi Communication College, and also the founder of Shanxi Juexi Culture.
In 211, Gao Peng graduated from Tsinghua University Academy of Fine Arts, majoring in visual communication design, and returned to Shanxi from Beijing. At that time, he had an idea on how to transform the profound advantages of traditional cultural resources in Shanxi into cultural and creative gifts in Shanxi through design.
Gao Peng was an outstanding graduate of their class, and the reason why he chose not to stay in Beijing was due to the words of his tutor: "There is no shortage of talents like you in Beijing, but the cultural foundation of Houzhi in Shanxi needs to be inherited and carried forward. I hope you will visit me in Beijing next time, and don't bring your millet and walnuts from Shanxi. I'm from Suzhou, and I'm not used to it. But you can bring your cultural and creative products with Shanxi characteristics to show me. "
Gao Peng said that Shanxi's traditional culture is profound, and there are many cultural highlights worthy of inheritance and development, but cultural IP needs to be reshaped and incubated through creative design to explore the deep charm of Shanxi's cultural theme resources IP. "Traditional fashion redesign" is his core creative idea. Along this path, he will have brand-new creative achievements every year. In recent years, his works, such as Shanxi Folk Custom Series, Red Lantern Tea Set Series, Seeing the Tower Auspicious Series and Creative Creation Series of Zodiac, have won many awards, such as the Golden Point Award of Bronze Taiwan Province in China Tourism Commodity Competition and the Crane Award of Central Academy of Fine Arts. Moreover, the user experience of these products is very good and everyone likes them. Used as a gift in Shanxi, telling Shanxi cultural stories, have been well evaluated.
Now is the new stage of the integration of culture and tourism. Gao Peng said: "The key to the design of excellent cultural and creative products is the consumption upgrade in practical functions, and this consumption upgrade is to endow these IP's in Shanxi with the cultural memory symbols with flow, and give them to all aspects such as scenic experience. In this way, the temperature of Shanxi's traditional culture can be transformed into the heat of the cultural and creative economy. "
Shanxi Xitang Culture Communication Co., Ltd. is an enterprise in the field of cultural and creative industries in our province for many years. Many cultural and creative products that the company cooperated with Shanxi Museum have been loved by many young people. On September 19, 221, Zhonglou Street opened, and they created the "Jinli" as a store for cultural and creative collections, where they displayed a series of cultural and creative products of all scenic spots in Shanxi.
Chairman Yu Man believes that cultural and creative industries are firstly the concept of "cultural and creative industries+",with culture as the soul, creativity as the driving force, and innovation as the core. Cultural elements, creative elements and industrial elements will be developed in coordination, complementary resources will be integrated, complementary advantages will be realized, industrialization will be accelerated, professional institutions and well-known brands will cooperate with each other across borders, and diverse forms of development will be empowered to achieve online and offline integration, cultural tourism integration and brand integration.
according to Yu man, in the research and development stage, Xitang has specialized institutions and departments for cultural heritage to systematically sort out cultural IP. In the design stage, professional designers connect with the new forces in colleges and universities to achieve the integration of knowledge and practice in the market. In the production stage, through the standardization and centralization of industrial processes, the production efficiency is improved, the production cost is reduced and the product quality is improved. In the sales stage, we combined various resources and used multiple channels to create the brand of Wenchuang.
At present, Xitang has more than 2,6 kinds of cultural and creative products in the 18th National Congress. Every year, it systematically sorts out 5 kinds of cultural and creative products, holds two IP licensing and cultural and creative supply chain fairs, incubates five small and micro cultural and creative brands every year, and completes the docking with the fund. It will also complete six small academic forums, lectures and cultural exchange activities, export five kinds of research and development and courses of Shanxi intangible materials, and hold a cultural and creative graduation market once for the whole province. "In general, collaborative innovation is the engine and gathering platform of Shanxi's cultural and creative industries, the connector and incubator of business gathering, which has strong social and economic benefits. The concept of' cultural and creative+'is used to complete the industrial chain. This is exactly what we are doing and thinking about according to the coordinated development of Shanxi Wenchuang. " Yu Man said.
Shanxi Juexi cultural and creative products
Culture is heavy.