Cultural creation is a hot topic in China today, and it is no stranger to it abroad. Britain, South Korea, the United States, Japan, Finland, France, Germany, Italy, Australia, the Netherlands, Belgium and Switzerland are all vigorously promoting the cultural and creative industries. development of. But in China, the definition of cultural and creative is still very vague, and even a large part of the population does not know what cultural and creative is.
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Cultural and Creative
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Cultural and creative originated from the UK
The United Kingdom was the first country to implement the concept of "cultural and creative industries" because the United Kingdom itself has a long history and cultural assets, high level of humanistic qualities, and a highly capitalized cultural industry.
After taking office in 1997, Tony Blair, the leader of the British Labor Party, announced the establishment of the Department for Culture, Media and Sports (Department for Culture, Media and Sports), promoting the UK to become an international pioneer in cultural creation.
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The core cultural and creative industry "sales spirit"
British scholar David Hesmondhalgh believes that the cultural and creative industry should be divided into a "core cultural and creative industry" and a "peripheral cultural and creative industry." The "core cultural and creative industry" focuses on the high demand for "spirituality", in order to arouse the audience's mental response. Full of rich representational meaning.
For example, songs, novels, or performances can be interpreted by everyone based on their own experience and feelings. For example, advertising, film and television, the Internet, music, publishing, games, etc. are all "core cultural and creative industries."
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Surrounding cultural and creative industries "rely on spirit"
If it is said that the "core cultural and creative industry" sells entirely the "spirit" itself, then the "peripheral cultural and creative industries" may partly sell the "spirit", or highly rely on the "spirit", or be the "spirit" And service.
For example: software is highly dependent on creativity; sports and tourism can relax people emotionally and serve the spiritual level of people; architecture, handicrafts, and fashion have original functions that are material, but they incorporate a lot of The spiritual component, from the perspective of demand, when people buy houses or clothes, in addition to their functionality, they may be more concerned about their appearance.
When people's pursuit of beauty for certain products exceeds practical value, these products can be incorporated into the field of cultural and creative industries.
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Cultural creation is profit based on spirit
Whether it is a "core cultural and creative industry" or a "peripheral cultural and creative industry", the premise is that the general public will not want to be satisfied at the spiritual level until the material standard of living is improved; therefore, the broad cultural and creative industry has at least two types The characteristics, first, the pursuit of spirit, and second, it must be profitable, that is, profitable.
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Cultural and creative originated from well-known works
At this point, we can probably know that without the three elements of historical and cultural assets, humanistic quality, and capitalization, it is difficult to have a core cultural and creative industry. If you can’t promote popular works, such as music (The Beatles), opera ( Cats), novels (Harry Potter), movies (Lion King), let alone expect that the "peripheral cultural and creative industries" that rely heavily on spirit will achieve success.
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Cultural and creative misunderstanding: printing T-shirts and mugs
Did you discover it? Why do most people think that Wenchuang is just printing T-shirts and mugs? For example, the yellow duckling, hello kitty, line interactive park... The common practice is to rely on the works that are already popular, obtain authorization, and then print the yellow duckling on T-shirts, towels, paper tape, postcards, or paint hello kitty. On the plane, launch meals, pillows, various stationery and daily necessities, or make various stationery from line Xiongda and Tutu as gifts.
The advantage is that manufacturers don’t have to bother to create, and they don’t have to worry about market reaction. As long as the core cultural innovation is popular and resonant, there is almost certainly a market for surrounding cultural innovations; but the disadvantage is that once the authorization of foreign works expires, the so-called cultural innovation As the smoke disappears, the chaos of the yellow ducklings in Taiwan is a bloody example.
To develop cultural and creative industries, we should focus on the core cultural and creative industries, and continue to launch popular works. Once a popular work (core cultural and creative) is produced, it can support the vast surrounding cultural and creative industries.
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Cultural and Creative Products
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What are cultural and creative products?
Cultural and creative products, as the name suggests, are cultural and creative products, which refer to the creation and promotion of cultural resources and cultural goods by means of modern technology and the wisdom, skills and talents of creative people, and the development and application of intellectual property rights. High value-added products.
Put culture on some products, make them productized by giving them value, let the public feel the existence of culture, and derive more products to reach the spread of culture.
Cultural and creative products are derived from cultural themes, add designer's creativity, and add value that exceeds user expectations, allowing them to willingly accept premium products.
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What does Wenchuang sell?
Cultural creativity is not a castle in the air, and cannot be independent of other things. Cultural creativity must be dependent on industry, products, and even marketing.
First find the industry, do the addition, catering + cultural and creative, consumer goods + cultural and creative, film and television + cultural and creative, gift + cultural and creative...make industry, products, and even marketing more culturally distinctive, more creative and individual, More valuable.
We can divide the products currently on the market into two categories: one is cultural and creative products, and the other is other products.
Other products focus on practicality, such as a T-shirt, which sells design and tailoring, materials and workmanship, etc.; while cultural and creative products are both practical and cultural. Selling a T-shirt will also include Some cultural symbols are added to the design.
It can be seen that other products focus on the optimization of the product's structure, design, and material, while cultural and creative products have cultural attributes superimposed on the product's own structure. This superimposed cultural attribute is what we often call cultural and creative products. It is precisely because of this added value that the product will be more competitive and will be sold at a higher price.
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Categories of cultural and creative products
1. Cultural and tourist souvenirs, office supplies, household daily necessities, scientific and technological daily-use design, handicrafts, etc. are all classified as cultural and creative products. Because these meet the wishes of buyers and have their own value.
2. Using "visual" as a means of communication and expression, and creating and combining symbols, pictures and words in a variety of ways to create a graphic design that conveys ideas or messages for visual expression is also a part of cultural and creative products. class.
3. Calligraphy, Chinese painting and oil painting are a form of artistic expression in themselves, with their own artistic value, and of course they are also a kind of cultural and creative products.
4. Cultural and creative products also include handmade products such as weaving, embroidery, soft pottery, sculpture, clay, cloth art, ceramic art, creative DIY, etc. These are also the main manifestations of cultural and creative products. It is the charm of cultural and creative products to make products different and unique through their own creativity.
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What are the characteristics of popular cultural and creative industries?
1. Interesting
The people who can actively buy cultural and creative products are concentrated in the post-80s and post-90s. This group has the characteristics of active ideas, rapid acceptance of new ideas, rich online thinking, good at breaking conventions, and likes to pursue "trend", "cute" and "cool". "Funny" and other popular elements. Therefore, the "interesting" characteristics that can be embodied in cultural and creative products can first attract the attention of consumer groups and win the market.
2. useful
It is to make cultural and creative products have certain practical functions. Different from traditional tourist souvenirs, cultural and creative products must have a certain practicality. It is hard to imagine that a cultural and creative product that is only ornamental but not practical will be attractive to consumers.
3. Be artistic
In the design process, in addition to considering practicality and interest, we must also take into account the artistry. Cultural creative products are designed as works of art, using professional artistic design thinking, rationally selecting artistic elements, combining them cleverly, highlighting uniqueness, and being collectible.
Only by meeting these three principles can it be called a cultural and creative product.
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How to sell cultural and creative products?
1. Integrate into corporate goals
Cultural creation is not a separate event. Organizing plans and determining plans must be combined with specific businesses to help achieve corporate goals.
For example, Party A’s father’s annual marketing plan is 100 million yuan, and there are new plans for product development. The content and pace of the cultural and creative plan must be integrated into these plans, and even serve the premium of these plans.
product
2. Find the right product and establish IP
The core content of cultural creativity and the carrier of core competitiveness are specific products, including product form and product content.
Set up IP and tell stories. Combining regional culture and characteristics, combined with corporate culture to fully excavate, extract elements, write stories, artistic creation and design, which, in addition to the actual cultural elements and stories, often require "making things out of nothing", "playing with style", "Fantasy" and "justify oneself." IP stories need to be continuously spread through media channels.
However, operating IP is not only related to cultural creation. Good IP is often an important brand asset, and it is the object to which enterprises need to invest in resource cultivation and operation and maintenance for a long time. Successful IP can bring value to the enterprise in a long-term and multi-faceted manner.
3. Spread
Cultural and creative, the core value is culture, creativity and innovation. To establish an IP, culture, creativity, and innovation all require story marketing. The story and the enterprise are one, conveying the demands of the enterprise, and new media is the best communication channel, cross-border cooperation, brand linkage, expansion of influence, and extension of other unexpected gifts.