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To become a content with its own topics, fans, and traffic, cultural tourism IP must have super monetization capabilities. "Bingdundun", which "broke the circle" at home and abroad, has become a new IP of the Beijing Winter Olympics and even Chinese culture. The country’s policy promotion in recent years has greatly promoted cultural creative transformation and innovative development, and objectively laid the foundation for creating cultural and creative IP with Chinese characteristics. We are facing the challenge of developing the value of the entire IP industry chain with cultural and creative as the entry point. best time.
When it comes to cultural tourism IP, we have to mention the Forbidden City IP. Powerful genes ignite powerful cultural creation. The Palace Museum’s cultural creation benefits from the “Internet”. The “Internet” allows young people who are interested in cultural relics to directly contact the cultural relics of the Forbidden City and enjoy sufficient information, which makes up for the museum’s weak service capabilities. More importantly, it opened up the "brain hole" in the way of using cultural relics resources, and various creative products that combined with the needs of the times and reflected traditional cultural elements were born.
Look at the IP of the mascot of the Beijing Winter Olympics. The Beijing Winter Olympics was originally a "sports business card", but the series of cultural and creative products developed around the "mascot" of the Winter Olympics have played the role of "icing on the cake". It is a commercial industry and a cultural behavior; This is a kind of commercial industry, and it is a kind of people-friendly move, especially the integration of the most important "feelings" of the Chinese people during the Spring Festival, which can be called "playing a good hand". This is a wonderful fusion of Chinese culture and the Olympics. Inheritance and breakthrough of modern design concept.
The picture is from the website of the Organizing Committee of the Beijing 2022 Olympic and Paralympic Winter Games
IP can be very simple, but it must be unique and distinctive
"Bingdundun" uses the national treasure panda as the carrier, combined with the ice crystal shell, embodies the fashion sense of 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 solicited from all over the world. The Guangzhou Academy of Fine Arts has a team of 14 people covering two-dimensional and three-dimensional talents. Among the 5,816 entries for the mascot of the Beijing Winter Olympics from 38 countries, they 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 delicacy of northern my country, candied haws. The inspiration of the Bingdundun helmet comes from the "Ice Ribbon" of the National Speed Skating Stadium of the Beijing Winter Olympics, and the color of the colored halo represents the five colors of the "Five Rings". The space-like clothing on "Bingdundun" also represents the direction of human exploration in the future.
Cao Xue, the head of the design team, once said that in the beginning, Bingdundun mainly targeted children around the age of nine as target consumers. Now it seems that the design team also greatly underestimated the popularity of Bingdundun.
IP must be able to convert, IP that cannot be profitable is not a good IP
"Bingdundun", the interpretation of online and offline strength "a pier is hard to find"
At present, the hot-selling Winter Olympics licensed products on the market include plush toys such as Bingdundun and Xuerongrong, modeling figures, buckles, crystal balls, Bingdundun blind boxes, badges (mascot sports modeling series, countdown series, folk series), precious metals (opening ceremony countdown gold and silver bars, etc.) and other seven series of products.
Selling well is the last word, and the ultimate expression of cultural creativity is commerciality. With the opening of the Beijing 2022 Winter Olympics, the mascot of the Winter Olympics "Bingdundun" showed its super ability to "carry goods". Because it is catching up with the Spring Festival, many Olympic authorized manufacturers are on vacation. The sales channels are almost completely out of stock, which was ridiculed by netizens as "hard to find". 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 figures, key chains, plush dolls were out of stock, and a small amount of pre-sales were opened regularly, but Almost all "secondary space". "Out of stock" reminders and 100-meter-long queues can be seen everywhere in the offline flagship store. Some netizens said that outside the Beijing Wangfujing Gongmei Building Winter Olympics store at 10 o'clock at night, there are many citizens who bring their own sleeping bags and folding chairs to stay up in line , There were more than 200 people in the team at one or two o'clock 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 the Winter Olympics mascot.
"Bingdundun" consumers line up outside Wangfujing Gongmei Building (February 7)
"Bingdundun" is also popular with the Winter Olympics cultural and creative concept stocks. The Beijing Winter Olympics Organizing Committee has developed a total of more than 5,000 licensed products, solicited 29 licensed production companies and 58 licensed retail companies. The listed companies involved include Yuanlong Yatu, Wentou Holdings, Wangfujing, Beijing Urban and Rural, China Sports Industry, Caibai shares and so on. According to reports from the Financial Associated Press and Sina Finance and Economics, on the first trading day of the Year of the Tiger (February 7), Wentou Holdings and Yuanlong Yatu both rose by the limit, China Sports Industry, Mansly, Vosges, etc. followed suit. Caibai, Qisheng Technology also closed at the daily limit, and more than a dozen Winter Olympics concept stocks rose by more than 5%.
Cultural and creative IP should become the carrier of excellent traditional culture
"Bingdundun" enlightens that cultural and creative industries must achieve a high degree of integration of tradition and modernity
The "breaking circle" of Winter Olympics 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 practicability and artistry of cultural and creative products have been significantly improved, and the categories have become more abundant. Cultural creations in museums, universities, tourism, and rural areas have all become vital forces in the cultural and creative industry. Many scenic spots are also trying to shape and promote cultural IPs, and have achieved good results.
Cultural and creative products are the carriers of cultural concepts, aesthetic concepts and thoughts and emotions. The shaking of the ice crystals of Bingdundun reveals that the development of our cultural and creative products should not only cultivate the traditional soil, combine creativity with traditional beauty, but also take into account the contemporary popular aesthetic trends. During the in-depth revision process in 2019, the revision expert group suggested several times to further reflect the characteristics of Chinese culture, and proposed that the mascot design scheme should incorporate elements such as the Internet, new technologies, and fashion culture. Therefore, Bingdundun, which integrates cartoon animals, anthropomorphism, technology, and three-dimensionality, finally appeared.
Taking culture and creativity as the entry point to develop the value of the entire IP industry chain
In recent years, the relevant industrial policies and guidance issued by the state have increased the support for cultural and creative industries, and the relevant policies and development plans issued by local governments have also clarified the development goals of cultural and creative industries. Both of them have jointly promoted the development of cultural and creative industries. , greatly promoting cultural creative transformation and innovative development, and objectively laying the foundation for creating cultural and creative IP with Chinese characteristics.
With the advent of the era of Internet + and pan-entertainment, and the rapid development of the fan economy, the value of cultural and creative IP is being constantly reconstructed and recognized, and cultural tourism destinations are also trying to use local culture as the soul and tourism products as the carrier. Cultural tourism IP creative design, as its image representative, through the integrated promotion and operation of exhibition display, productization and sales, can increase tourism revenue and better tell city stories and Chinese stories.
Greenway Cultural Tourism believes that IP can be very simple, but it must be unique and distinctive; IP must be transformable, and an 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 on the basis of 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 realize the upgrade of experience, increase of popularity, and recognition brought by IP. strength increase. In the process of building, the following points should be followed: tell a good story to build a brand, incubate and promote products with heart, expand the industry and build an ecology.
