Personalized customization, multi-subject participation in the Yangtze River Delta Cultural Fair to show the way of cultural innovation_ 东方 Fortune.com

Original title: personalized customization, multi-participation and the Yangtze River Delta Cultural Fair will showcase cultural innovation

In the delta of the Yangtze River InternationalcultureindustryIn the special cultural, creative and festival area of ​​the Expo, you can see the Xianju needle-pierced boned lanterns called “Tang Deng” by the people, and the embroidered women of the “Xiu Linglong Art Museum” displaying desk lamps Su embroidery book, Su embroidery handbook, Su embroidery group fans, etc. Your embroideryproductMuseum cultural and creative products such as Tang Niu, sheep lanterns, bamboo wind fans, etc., brought in by members of the Cultural and Creative Museum Line Platform Consortium organized by the China Cultural Relic Exchange Center. .. The concepts and forms of cultural and creative products are becoming more and more diversified,marketYou are also exploring more possibilities.

　　personalityCustomization is welcome

At the ICIF exhibition booth, Qi Baishi’s master painting elements and trend culture pop elements appeared together in the same canvas bag. This national tide duffel bag called “Stone is Fun-Qi Baishi Theme”, not only embodies the fusion and clash of the cultures of the two eras, but is also a microcosm of personalized cultural and creative products.

　　Personalized serviceIt appears more and more in the field of cultural and creative products. In this Yangtze River Delta Cultural Expo, Yunwen Bojian brought a large number of 100,000 cultural relics based on “Cultural Relics plus APP”Big dataCultural and creativeProduct, There are many customization items.

“The Cultural Relics Plus app is the first national app to break down museum barriers and focus on cultural relic data. Our cultural relics are no longer distinguished by museums, but by cultural evolution,ArtHeritage and other elements are added, so many interesting cultural themes and cultural clues can be classified, to discover some common cultural elements, so that the cultural creative design is more thematic and serial. “Rhyme BojianProduct managerZhou Li told a China Business News reporter.

For example, this year’s Rhyme Bojian cooperated with Prince Gong’s Mansion Museum and Dunhuang Cultural and Creative Industries, respectively, and recently cooperated with Dunhuang Cultural Tourism and Prince Gong’s Mansion, focusing on “Dunhuang”, “Prince Gong’s Mansion”, “The World’s First Fortune “and other top national cultural IPs. From interpretation and cultural diffusion toCultural productsLarge-scale development of production and launch of Guochao IP products.Today, Rhyme Bojian has accumulated more than 30,000 digital cultural relic image images, more than 1,000 cooperative teachers of intangible heritage, and more than 350 cooperatives.AuthorizationMuseum.

Zhou Li introduced to a China Business News reporter that the Cultural Relics Plus app offers two customization methods, one is a high definition cultural relic material image library based on the Cultural Relics Plus app.consumptionUsers can directly use these materials to personalize their favorite products. “For example, consumers may like certain material in ‘Fuchun Mountain Residence,’ they can expand and select it, define it as something they like, and then add some personality. Elements of chemistry.”

At the same time, the Cultural Relics Plus app will also solve some interesting cultural contexts based on cultural relic data, regularly release some cultural themes, and thenGamificationConsumers can watch animated games and understand the backstories behind each item. The excavation experience and the artisanal details behind these cultural relics will be explained in the form of vignette displays. Consumers can combine these elements by themselves, in addition to customizing them Signature, one-click personalization for home, forming a process from the interpretation of elements to the game experience toCurrent productThe production process.

“custom productUser comments are very good, users are more willing to spread and share actively, because it is a personalized product made by themselves. Zhou Li told China Business News that the reason he wanted to make personalized cultural and creative products was because when he first entered this field, he passedInvestigationI found some weak points in the museum.

“Although the cultural and creative market has developed vigorously in the last two years, there are similar problems of low quality. Consumers who buy cultural and creative products are more motivated by the mentality that ‘face value is justice’. , they do not care about the attachment to cultural and creative products. How many cultural elements are there and what kind of content is behind? In fact, museums not only want to sell products, but also want to convey the Chinese cultural symbols behind them to through these products. ” Zhou Li said the rhyming blog is based on Shengqu The advantages of the game itself in terms of gamification, they integrate culture into life in an innovative and fashionable way, and pay more attention to culture.CreativitySexuality, participation and outreach will ultimately enable consumers to achieve cultural identity and aesthetic enhancement.

　　More themes, more IP possibilities

In addition to the museums that were pioneers in the field of cultural and creative industries, more cultural entities have also started making efforts in the cultural and creative industries. For example, libraries can leverage their large collection of vintage books to create unique cultural and creative intellectual property. The Shanghai Library recently developed the “XujiahuiThe “Cangshulou” product series, a China Business News reporter learned that this series of cultural innovations are interpreted through three categories: “pattern”, “geometry” and “vitality”.XujiahuiThe classic architectural elements of the library and the Western vintage book collections, such as the “Whisper of the Fluorescent Window” earrings and the “Old Days Shaoguang” bath towel. The “Ziyue” keychain was inspired by two ancient books, “Geometric Yuanyuan” and “Chinese Wisdom”.

Shadow puppets, wood carvings, sachets, tie dyeing, paper cutting, embroidery … The intangible cultural heritage that is full of historical accumulation and cultural heritage is another subdivision of the cultural and creative development of IP. In this ICIF, a large number of cultural and creative products with intangible cultural heritage also appeared. For example, Lai Qingguo, a master of Chinese arts and crafts, brought more than 40 pieces of tin to the exhibition. “Skills Ban” is an intangible cultural heritage protection project in Yunnan Province. Shanghai Duoyunxuan Group Co., Ltd.the companyUsing the national intangible cultural heritage printing process, wood watermarking skills, I independently selected and printed the wood watermarked musical score “Duoyun’s First Poetry Collection”, which included a total of one hundred and ninety diagrams, which were exhibited at the ICIF on site.

A China Business News reporter learned that since 2019, Yunwen Bojian has signed nearly 1,000 non-genetic heirs, using his own digital technology advantages and experience in cultural intellectual property operations to help non-genetic heirs take advantage of cultural resources. For example, Yunwen Bojian Jian signed with the Gansu provincial governmentstrategyThe cooperation agreement will focus on the intangible cultural resources of Gansu province.dealWe have promoted the development of various intangible cultural heritage products and have assisted local intangible cultural heritage projects, such as shadow puppets, paper cutouts and sachets, to achieve sales conversion in one year.

(Article source: China Business News)

(Editor in charge: DF537)