Recently, the International Brand Day launched the "2021 National Trend Pride Search Big Data" survey. The results showed that Xi'an ranked second among the "Top Ten Popular National Trend Characteristic Cities in the Country", and the first place was the capital Beijing. These two cities are recognized as famous historical cities and cultural and creative treasures. One is the last imperial city, and the other is the ancient capital of the thirteen dynasties. They represent the most comprehensive and profound Chinese history and culture. It can be said that the "national trend" elements are the richest.

"National trend" is a phenomenon of worship and consumption that arises after the Chinese people's cultural confidence has been highly expanded. The prosperity of the "national trend" has promoted the revitalization of China's cultural and creative industries and enabled the cultural tourism industry to create more lively, warm and vivid expressions. In recent years, scenic spots and museums in Beijing and Xi'an have successively launched many cultural and creative products with full highlights. However, when the two cities compete, Xi'an lags behind others. What is the gap?

Affordable brands are more favored

When it comes to cultural and creative representatives, the first thing that Xi'an reminds people of is the "little lady tumbler" of the Tang Dynasty that never sleeps. My sister is good-looking, but it is free, and people can watch it on three floors and three floors; the first thing that comes to mind in Beijing is the famous Forbidden City joint name.

International brand cosmetics are the highlight of the Forbidden City's joint venture. The limited edition of the Forbidden City not only earns enough gimmicks for the brand, but also makes the Forbidden City's national trend stronger. Inspired by the distinctive enamel glaze of court porcelain, the makeup design integrates traditional Chinese patterns into all aspects of the product.

Not only limited to cosmetics, the Palace Museum also inspired by the collection of famous paintings such as "Ice Fun Picture" and "Six Dragons Imperial Sky", and jointly launched national trend sports shoes, T-shirts, sweaters, etc. with domestic sports brands, embedding Chinese elements such as dragon patterns into products, full of the collision of fashion and retro.

Products from the Forbidden City must be excellent. The Forbidden City adheres to a high standard in brand selection. The products it launches are not only well-known, but also have amazing sales. They are often sold out as soon as they are on the shelves.

What you can take away can increase your knowledge wherever you go

Cultural and creative products were initially mainly imitation of cultural relics. Most of these well-crafted artworks were expensive and had limited fans. The Forbidden City took the lead in breaking the limitations of "collectible-level" cultural creativity, developing folding fans such as "Chaozhu headphones" and "This is I", as well as accompanying gifts such as embroidery, bookmarks, backpacks, and silk scarves, providing tourists with many purchasing options.

When traveling to Chengdu, you will definitely have to bring back a lot of "panda" related products. Panda schoolbags, coasters, dolls, etc. are not only cute, but also cost within tens of yuan. Tourists can afford them and like to give them away, and they can also take away Chengdu's cultural charm.

Xi'an has also developed many well-known IP surrounding areas. Products such as Tang Niu dolls, Qin terracotta dolls, and "Ten Countries to Tang" postcards have allowed the world to see the vitality of Xi'an. Shaanxi Shisan "Tiger and Tiger" themed biscuits and "Xiao Tang Chao Crispy" give Shaanxi specialties more cultural connotations and allow tourists to gain knowledge wherever they go. Xi'an Cultural Innovation should open more marketing channels, promote and operate online platforms, and achieve the goal of better product sales.

More down-to-earth cultural creativity is not limited to commodities

The popularity of national trend cultural creativity has made the 600-year-old Forbidden City truly become an Internet celebrity. Despite the trend of the times, Xi'an is also moving further and further on the road to Internet celebrities. The Forbidden City was able to do this because the creator found the most down-to-earth way to express the palace and the emperor,"acting cute"!

The creators of the Forbidden City used the self-proclaimed "I" as the entry point to conduct in-depth research on a large number of historical materials and developed many online terms that are both interesting and do not deviate from historical materials. Through a down-to-earth expression, the cultural and creative products of the Forbidden City can be brought closer to the people and stimulate more desire to purchase.

National trend creativity is not limited to commodities. An article "Yongzheng: Feel like I'm cute" once made the Forbidden City's dull online account have a reading volume of 10W + for the first time. The accompanying picture of the article compares Yongzheng with scissors and Kangxi with winking eyes, which became popular and adorable.

The Forbidden City also cooperated with CCTV to launch the documentary "I Repair Cultural Relics in the Forbidden City." The film became a hit after it was broadcast, with Douban scoring as high as 9.4 points, making it the first documentary in China. The documentary has made "craftsmen from great powers" popular and also made the Forbidden City popular.

On its own online platform, the Forbidden City has also successively launched articles that are sold in the name of telling history, such as "I Live Up to Live Up","I Have A Great Skill to Give You", and "How I Killed the Sky to Death"., making people happily accept a wave of Amway while reading history.

Xi'an's "national trend" has already had a solid foundation. I believe that with the support of various social resources and high-tech and intelligent industries, Xi'an's "national trend" cultural innovation can reach a higher level. Xi'an! Please have the courage to compete with the first place and fight!

(Text: Peter Pan/Review: Ice Cream)