Chinese culture continues the spiritual blood of our country and nation. It needs to be passed down from generation to generation and protected from generation to generation, and it also needs to keep pace with the times and bring forth new ideas. With the continuous advancement of China’s intangible cultural heritage protection work and the continuous improvement of the level of inheritance and development, the inheritance and development of intangible cultural heritage protection has reached a new historical height and ushered in an unprecedented opportunity of the times. Intangible cultural heritage is an important carrier of the contemporary presentation of the excellent traditional culture of the Chinese nation and an important carrier of national collective memory, and will also become an important driving force for Chinese brands to enter the global market.

Intangible Heritage New Economy

The rapid development of China’s economy has given the Chinese people more and more national cultural self-confidence. They regard the old-fashioned and traditional cultural element symbols as an international cultural wave and a fresh and fashionable way of life. Intangible cultural heritage is an indispensable part and irreplaceable symbol of national tide culture. It is returning to the public eye and becoming a new trend of contemporary consumption, and more and more brands are sparing no effort to promote the dissemination and development of intangible cultural heritage culture. .

1. Content marketing: combine brand concept and output values

[Case] ​​Xiaomi: Create a blockbuster with ingenuity and pay tribute to intangible cultural heritage

In November 2021, Xiaomi made a documentary for Xu Chaoxing, a master of Chinese arts and crafts and a national intangible inheritor of “Longquan Celadon”. In the film, 60 years of mud and fire blend together, turning fingerprints into the charm of porcelain. The hands of celadon master Xu Chaoxing are highly condensed of the meaning of “craftsman”. It not only weakens the existence of the advertisement, but also weakens the rigidity of the advertisement, but also effectively enhances the style of the short film, making the audience forget that this is a commercial. In this way, it expresses the high degree of fit between the brand’s exploration spirit and the non-hereditary artisan spirit.

This short film seems to tell the story of Xu Chaoxing, the inheritor of non-genetic inheritance, but in fact, it integrates the craftsman’s attitude of excellence and the innovative spirit of continuous exploration into the brand concept of Xiaomi more vividly, so as to deepen the credibility of the Xiaomi brand. And the heavy sense of culture, and at the same time, through the combination with smart technology, it makes intangible cultural heritage more possible to “live” and “go out”.

2. Event marketing: create hot spots and expand communication

[Case] “Kuishou” builds intangible cultural heritage rivers and lakes

In May 2021, Kuaishou’s “Intangible Cultural Heritage Jianghu” curtain was opened, and nine experts from Kuaishou were called together. According to their craftsmanship, they named Zhimu Xianren, Shenduzi, Huasha Messenger, Jade Mian Xiaodan, etc. Wait, nine masters jointly formed the secret organization “Intangible Legacy Escort Bureau”.

It is reported that Kuaishou has also officially launched the “Intangible Cultural Heritage Jianghu Recruitment Order”, which will provide tens of billions of intangible cultural heritage exclusive traffic to support intangible cultural heritage creators, and is committed to helping intangible cultural heritage creators better inherit and disseminate intangible cultural heritage. In addition, on the evening of May 28th, Kuaishou also held an offline event at Longfu Temple, inviting experts from all walks of life to present a flash show for users. Shadow puppetry, diabolo shaking, Kunqu opera, lion dance… Create an immersive “Intangible Heritage Rivers and Lakes Heroes Banquet”.

3. Public Welfare Marketing: Combining public welfare and business, exporting brand culture

[Case] Tmall creates brand IP cross-border joint name to support the development of intangible cultural heritage

On June 12, 2021, the Cultural and Natural Heritage Day, Tmall and Li Jiaqi, together with IPmart, AntChain, Alibaba Public Welfare and China Women’s Development Foundation, jointly created a cultural IP cross-border joint project. Taking the inspiration of intangible cultural heritage as the core, the treasures of traditional Chinese culture are reinterpreted in fashion design. 10 Tmall brands including BJHG, bosie, LILY and Mi Fan participated in this cooperation. A proportion of each sale of intangible cultural heritage-inspired cultural IP products will be donated to the China Women’s Development Foundation’s public welfare project “Genius Mother” to help support and cultivate creative intangible cultural heritage leaders.

4. Product marketing: intangible cultural heritage becomes part of the brand

[Case] Huaxizi polishes products and integrates intangible cultural heritage into the soul of the brand

In the eyes of young people, Chinese style is no longer an old-fashioned symbol, but an expression that represents newer trends and more cultural charm. Speaking of the national style brands that have emerged and become popular in recent years, people will definitely think of Huaxizi, a beauty brand positioned as “Oriental Makeup, Flower Makeup”.

Unlike other brands that only focus on external packaging, Huaxizi draws on traditional oriental culture in product development and marketing communications. For example, Huaxizi once worked with the People’s Daily “Non-General Intangible Cultural Heritage” column group to jointly create a series of make-up products called “Miao Impression” after exploring the intangible cultural heritage culture and craftsmanship of the Miao ethnic group. Among them, traditional techniques such as oriental micro-carving and embossing have been successfully reproduced on lipstick, which has become a popular popular among young people.

In addition, at the 2020 New York Fashion Week, a joint Hanfu co-branded with San Zemeng, as well as a co-branded fashion and custom handbags with Yang Lu were launched, bringing the diverse charm of oriental elements to the world. It shows the charm of oriental culture.

New opportunities for development

Under the current cultural dividend of the national tide, only when traditional culture is commercialized can it be seen, touched, perceived and connected. After all, the inheritance and protection of culture is not based on castles in the air. In the final analysis, it is necessary to find the door to the market for intangible cultural heritage craftsmen and create a positive mechanism for the inheritance of traditional culture, in order to unlock the sustainable inheritance of intangible cultural heritage culture. Looking at the intangible cultural heritage marketing of these brands, it can be said that it has opened up new potential for intangible cultural heritage culture: not only the excellent quality polished on the content side is the basis for them to capture traffic, win word of mouth, and achieve breakthrough communication, but also at the communication level. It has realized multi-dimensional empowerment, which has released certain energy in the fields of commercial value and social value.

1. Traditional culture is the cutting edge of business nowadays

The intangible cultural heritage culture has received more attention. The phenomenon behind this phenomenon is actually based on the rise of the national tide culture, which can also be said to be cultural confidence in a broad sense. More and more people are paying attention to these craftsmen with ingenuity, and brands have begun to explore the stories behind “intangible cultural heritage”, opening up new content and commercial value space.

For brands, intangible cultural heritage culture is a very powerful category of IP project cooperation. With the help of the value of intangible cultural heritage culture, brands can enrich and expand the cultural connotation of the brand and export brand values, so as to gain the goodwill of users; Cultural heritage also uses the brand’s dissemination power and influence to expand the awareness of intangible cultural heritage and the recognition of intangible cultural heritage protection and inheritance.

2. Aim at the consumer group in the Z era and tap new marketing opportunities

With the rapid change of mainstream consumer groups in the domestic consumer market, “new consumption” with Generation Z as the main consumer force has become an unstoppable trend. For brands, capturing this audience means capturing new opportunities in the future consumer market.

At a time when culture is becoming more and more confident, more and more young people in the Z era have shown extraordinary love for Chinese traditional culture. This is not only because traditional culture meets their pursuit of beauty, but also because it meets the spiritual needs of young people.

Therefore, the combination of brand + intangible cultural heritage is not only a high-quality “artistic” marketing, but also a marketing activity that communicates with users in a warm way, which weakens the commercial attributes of marketing. There are many content borrowing points. And marketing extension space, bringing a number of cooperation and upgrading points that can be leveraged for the brand, and exploring new marketing opportunities.

Chinese gift

The China Gifts Industry Promotion Plan is based on traditional Chinese cultural elements, driven by creative design, supported by cultural and creative commodities, supported by standardization, driven by domestic and foreign exhibitions and trade, and relied on digital industry platforms to explore the commercial value of traditional Chinese culture. Drive more new generation groups at home and abroad to devote themselves to promoting and disseminating Chinese traditional culture, deepen the brand cultural connotation of “Chinese cultural and creative”, and build a service system for China’s gifts from three aspects: industry promotion, production and sales, and integration of industry and finance, and promote China’s Gifts form a brand, develop markets at home and abroad, “build ships and go overseas” for Chinese culture, and help Chinese brands go global.

In 2021, the Business Industry Committee of the China Council for the Promotion of International Trade has customized and released the “Guidelines for the Evaluation of China’s Gifts and Cultural and Creative Commodities (Intangible Cultural Heritage)”. A complete service system including cultural commercial value mining, market expansion, brand association, commodity trade, and intellectual property services.

1. Intangible cultural heritage activation cooperative brand recommendation

Brand Name: Old to New

The “Old to New” intangible cultural heritage animation brand is committed to inheriting China’s intangible cultural heritage culture as its own responsibility, and a variety of traditional intangible cultural heritage themes are created in the form of character groups for new and systematic animation creation. Since 2020, the “Old to New” brand has been developed successively – the theme of drama inheritance “Pear Garden Red Bean” / the theme of Hanfu Inheritance – “Flower Moon in Han Palace” / Inheritance of Lion Dance – “Awakening Lion Wind Forest Volcano” followed by “Old to New Creation” “The intangible cultural heritage-themed animation brand will continue to deeply explore the beauty of Chinese heritage with three major themes every year, and integrate the past splendor into animation elements into modern splendor. With the brand-new brand CVI, we empower multi-category products, so that more children and young users can understand the charm of our Chinese culture.

2. The application of intangible cultural heritage activation: the case of themed cultural and creative products

Note:

1. For brand cooperation, please pay attention to the official WeChat account of China Good Gifts for consultation

2. Part of the content and pictures in this article are compiled from the official website and the Internet;

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