To promote cultural and creative products into the scenic spot, it is necessary to do Shanxi IP as a cultural and creative product.

Cultural creative products, relying on cultural resources, for

To promote cultural and creative products into the scenic spot, it is necessary to do Shanxi IP as a cultural and creative product.

Cultural 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 cultural and creative products, visualize the memory of this visit and bring home the characteristic culture.

Not long ago, representatives of cultural and creative units such as Amethyst Cultural and Creative (Shanxi) Industry Co., Ltd., Shanxi Juexi Cultural Communication Co., Ltd. and Shanxi Xitang Cultural Communication Co., Ltd. made keynote speeches at the cultural and creative regional matchmaking meeting of "Taixin Comprehensive Economic Zone". Their long-term vivid practice in cultural and creative products has led to the continuous emergence of the seminar on cultural and creative assistance to regional development in Taixin Comprehensive Economic Zone, and also provided reference for the redevelopment of cultural and creative in Shanxi.

Zhang Wenbin, the general manager of Zijin Wenchuang (Shaanxi) Industrial Co., Ltd., put forward that "doing cultural innovation is doing IP".

In his view, Wenchuang is a cultural production mode centered on the construction of typical and representative cultural symbols (IP). Simply put, doing IP is doing intellectual property. At present, the head enterprises engaged in cultural creation in China, such as the Forbidden City, currently have more than 430 trademarks, including 33 patents and 9 works. Before last year, the number of intellectual property rights of Shanxi cultural and creative institutions was relatively small, but this year the number of intellectual property rights has obviously increased.

Zhang Wenbin shared a core idea of his company, which is called "Nothing is long-term and unstable, nothing is short-lived, and nothing is alive". It means that a cultural and creative enterprise cannot develop for a long time without long-term projects, and there is no way to meet the current survival without short-term business. In his view, long-term projects are IP and short-term projects are products. Taking Wenchuang in the Forbidden City 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.

Specific to Shanxi Wenchuang products, Ziban Wenchuang also did some development before, and the paper carving lamps based on Pingyao market were very popular after listing. They also cooperated with the team in Shanxi to develop a board game, and raised 65,438+10,000 yuan on the Modian website. Later, they made an English version of this product and raised funds on the world's largest crowdfunding platform KS, which also achieved great success.

Therefore, IP is not only a concept for Wenchuang, but also the foundation of 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.

20 1 1 Gao Peng graduated from Tsinghua University Academy of Fine Arts majoring in visual communication design and returned to Shaanxi from Beijing. At that time, he had an idea about how to transform the profound advantages of Shanxi traditional cultural resources into the cultural creative gifts of Shanxi through design.

Gao Peng is an outstanding graduate of his class. He chose not to stay in Beijing because of the words of his tutor: "There is no shortage of talents like you in Beijing, but the cultural heritage of Hou Zhi needs to be inherited and carried forward. I hope you will visit me in Beijing next time, and don't bring your millet walnuts from Shanxi. I'm from Suzhou and I'm not used to it. But you can show me your cultural and creative products with Shanxi characteristics. "

Gao Peng said that Shanxi's traditional culture is profound, and cultural highlights worthy of inheritance and development abound, but cultural IP needs to be reshaped and incubated through creative design to tap the deep charm of Shanxi's cultural theme resources IP. "Redesign of traditional fashion" is his core idea. Along this road, he will have new creative achievements every year. In recent years, his works such as Shanxi Folk Custom, Red Lantern Tea Set, Seeing the Tower Auspiciously and Creative Creation of Zodiac have won many awards such as the Golden Point Award in China Tourism Commodity Competition and the Crane Award in the 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 to tell the story of Shanxi culture, it was well received.

Now is a 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 of practical functions, and this consumption upgrade is a cultural memory symbol that endows these IPS in Shanxi with traffic to experience in scenic spots. In this way, the temperature of Shanxi 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. 2021September 19, Zhonglou Street opened, and they built "Jinli" as a collection store for cultural and creative works, where a series of cultural and creative products from various scenic spots in Shanxi were displayed.

Chairman Yu Man believes that cultural and creative industries are firstly the concept of "cultural and creative industries+",culture is the soul, creativity is the driving force and innovation is the core. Cultural elements, creative elements and industrial elements develop in coordination, integrate complementary resources, realize complementary advantages, accelerate the process of industrialization, cooperate with professional institutions and well-known brands to achieve diversified and multi-directional development, and realize online and offline integration, cultural integration, brand integration and business integration.

According to Yu Man, in the research and development stage, Xitang has specialized cultural heritage institutions and departments to systematically sort out cultural IP. In the design stage, professional designers connect with the new forces in colleges and universities to realize the integration of market knowledge and practice. In the production stage, through the standardization and centralization of industrial processes, we can improve production efficiency, reduce production costs and improve product quality. In the sales stage, we combine various resources and use various channels to build the brand of Wenchuang.

At present, there are more than 2,600 cultural and creative products in Xitang. Every year, we systematically sort out 50 kinds of cultural and creative products, hold two IP licensing and cultural and creative supply chain fairs, incubate five small and micro cultural and creative brands every year, and complete the docking with the fund. It will also complete six small academic forums, lectures and cultural exchange activities, export five categories of research and development and courses of Shanxi's intangible cultural heritage, and hold a cultural and creative graduation market to export and export content for the province's cultural tourism industry. "Generally speaking, collaborative innovation is the engine and gathering platform of Shanxi's cultural and creative industries, the connector and incubator of business gathering, and it has strong social and economic benefits. Complete the industrial chain with the concept of' Wenchuang+'. This is exactly what we are doing and thinking according to the coordinated development of Shanxi Wenchuang. " Yu Man said.

Shanxi juexi cultural creative products

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