Green Wei Lead:

Cultural tourism IP must become content with its own topics, fans, and traffic, and must have strong monetization capabilities. The "broken" ice dunks "at home and abroad have become a new IP for the Beijing Winter Olympics and even Chinese culture. The country's policy promotion in recent years has greatly promoted the creative transformation and innovative development of culture, and objectively laid the foundation for creating cultural and creative IP with Chinese characteristics. We are facing the need to use cultural and creative as the entry point to develop the value of the entire IP industry chain. The best time.

When mentioning cultural tourism IP, I have to mention the Forbidden City IP. Strong genes ignite strong cultural creativity. The cultural creativity of the Forbidden City benefits from the "Internet". The "Internet" allows young people interested in cultural relics to have direct access to the Palace Museum's cultural relics and enjoy sufficient information, making up for the weak service capabilities of the museum. Disadvantages, more importantly, this opens up a "brain hole" in the utilization of cultural relics resources, and various creative products that combine with the needs of the times and reflect traditional cultural elements were born.

Take a look at the Beijing Winter Olympics mascot IP. The Beijing Winter Olympics was originally a "sports business card", but the cultural and creative series of products developed around the "mascot" of the Winter Olympics have played a "icing on the cake" effect. It is a commercial industry and a cultural behavior; It is a commercial industry and a people-friendly move. In particular, it integrates the Spring Festival, the most important "sentiment" of the Chinese people. It can be called "playing a good hand". This is a wonderful integration of Chinese culture and the Olympics. It is an inheritance and breakthrough of modern design concepts.

IP can be simple, but it must be unique and distinctive

"Bingdundun" uses the national treasure panda as the carrier and combines it with the ice crystal shell to reflect the sense of fashion technology and the characteristics of ice and snow sports.

According to media reports, Bingdundun's design team is the Guangzhou Academy of Fine Arts, and the person in charge is Cao Xue from the School of Visual Art and Design. On August 8, 2018, the Beijing Winter Olympics Organizing Committee recruited people from all over the world. The Guangzhou Academy of Fine Arts included a team of 14 people covering plane and three-dimensional talents. After 10 months of repeated modification and polishing, the image of "Bingdundun" was finally transformed from the 5816 Beijing Winter Olympics mascots from 38 countries around the world stood out.

"Bingdundun" is a giant panda wrapped in an ice crystal shell, which embodies the characteristics of winter ice and snow sports and modern technology. Its creative prototype is the traditional delicious sugar gourd in northern my country. The inspiration for the Bingdun Helmet comes from the "Ice Ribbon" of the National Speed Skating Gymnasium of the Beijing Winter Olympics, and the color of the colorful halo represents the five colors of the "Five Rings". The space-like clothing on "Bingdundun" also represents the direction of future human exploration.

Cao Xue, the head of the design team, once said that in fact, at the beginning, Bingdundun mainly targeted children around the age of nine as target consumers. Now it seems that the design team has also greatly underestimated the popularity of the ice mound.

IP must be able to be transformed, and IP that cannot be profitable is not a good IP

"Ice Dun Dun", online and offline strength interprets "one piece is hard to find"

Currently, the hottest Winter Olympics licensed products on the market include plush toys such as Bingdundun and Xuerongrong, modeling handpieces, decorative buckles, crystal balls, as well as Bingdundun blind boxes, badges (mascot sports modeling series, countdown series, folk series), precious metals (gold and silver bars for the countdown to the opening ceremony, etc.).

Easy sales is the last word, and the ultimate expression of cultural creativity is commercial. With the opening of the Beijing 2022 Winter Olympics, the Winter Olympics mascot "Bingdundun" has demonstrated its superior ability to "carry goods". Because it is the Spring Festival and many Olympic authorized manufacturers are on vacation, the various sales channels of "Bingdundun" are almost completely out of stock, which was ridiculed by netizens as "hard to find a piece." As of the evening of February 7, the online Olympic Tmall official flagship store showed that except for the limited edition badges sold out, derivatives such as Bingdundun handbags, key chains, and plush dolls were not in stock, and a small number of pre-sales were opened regularly, but it was almost all "seconds". "Out of stock" reminders and 100-meter long lines can be seen everywhere in offline flagship stores. Some netizens said that outside the Beijing Wangfujing Gongmei Building Winter Olympics store at around 10 o'clock in the evening, there are citizens who bring their own sleeping bags and folding chairs and stay up late in line. More than 200 people have been discharged from the queue at one or two in the morning. In the closed loop of the Winter Olympics, people from all over the world are also competing to buy licensed products such as Winter Olympics mascots.

"Bingdundun" also brought popularity to the Winter Olympics cultural and creative concept stocks. The Beijing Winter Olympics Organizing Committee has developed a total of more than 5000 licensed products, soliciting 29 licensed production companies and 58 licensed retail companies. The listed companies involved include Yuanlong Yatu, Cultural Investment Holdings, Wangfujing, Beijing Urban and Rural, China Sports Industry, Caibai Shares, etc. According to Cailian and Sina Financial, on the first trading day of the Year of the Tiger (February 7), Wentou Holdings and Yuanlong Yatu both went up and down, with China Sports Industry, Wanshili, and Vosges shares following suit. Caibai shares and Qisheng Technology also closed at the daily limit, and more than ten Winter Olympics concept stocks rose more than 5%.

Cultural and Creative IP should become a carrier of excellent traditional culture

"Ice Dun" inspires that cultural creativity must achieve a high degree of integration of tradition and modernity

The "breaking of the circle" of cultural and creative products such as "Bingdundun" at home and abroad is not only the result of the continuous improvement of China's cultural soft power, but also a manifestation of national pride and self-confidence. In recent years, the practicality and artistry of cultural and creative products have been significantly improved, and the categories have become richer. Museum cultural creativity, university cultural creativity, tourism cultural creativity, and rural cultural creativity have also become very dynamic and viable forces in the cultural and creative industry. Many scenic spots are also trying to shape and promote cultural IP and have achieved good results.

Cultural and creative products are the carrier of cultural concepts, aesthetic concepts, thoughts and emotions. The ice piers shaking with ice crystals enlighten us that the development of cultural and creative products must not only cultivate traditional soil, combine creativity with traditional beauty, but also take into account contemporary popular aesthetic trends. During the in-depth revision process in 2019, the revision expert group repeatedly suggested further reflecting Chinese cultural characteristics and proposed that the mascot design plan should incorporate elements such as the Internet, new technologies, and fashion culture. Therefore, an ice mound that integrates cartoon animals, anthropomorphism, technology and three-dimensional nature was finally presented.

Taking cultural innovation as the entry point to develop the value of the entire IP industry chain

In recent years, relevant industrial policies and guidance issued by the state have increased support for cultural and creative industries, and relevant policies and development plans issued by local governments have also clarified the development goals of cultural and creative industries. The two have jointly promoted the development of cultural and creative industries., greatly promoting cultural creative transformation and innovative development, objectively laying the foundation for creating cultural and creative IP with Chinese characteristics.

With the advent of the Internet + and pan-entertainment era, the fan economy is booming, and the value of cultural and creative IP is constantly being reconstructed and recognized. Cultural and tourism destinations are also trying to use local culture as the soul and tourism products as the carrier. Cultural and tourism IP creative design, as its image representative, increases tourism revenue through integrated promotion and operation such as exhibition display, productization and sales, while better telling city stories and Chinese stories.

Green Wei Cultural Travel believes that IP can be very simple, but it must be unique and distinctive;IP must be able to be transformed, and IP that cannot be profitable is not a good IP; innovation and iteration are the vitality of IP. The ultimate goal of IP creation is to establish a good industrial ecosystem based on IP, and use one IP to run through the entire process of cultural tourism planning, planning, investment and financing, and operation promotion, so as to achieve the experience upgrade, popularity improvement, and recognition brought by IP. Enhance. In the process of building, the following key points must be followed: telling good stories to build a brand, incubating and promoting products carefully, and expanding the industry and building an ecology.