[Market Viewing Tide] The cultural and creative industry, which has been ignited by Bingdundun, is looking forward to a "snowball"

  Our reporter Jiang Han

  "Workers Daily" (February 22, 2022 Edition 07)

  On February 20, the 2022 Beijing Winter Olympics came to an end in a romantic, beautiful, warm and warm closing ceremony, and the popularity of the Winter Olympics mascot Bing Dundun did not subside with the end of the Winter Olympics—— On the same day, 1 million bing dung piers were put on sale in the Tmall Olympic official flagship store, and they were quickly sold out.

  Why is Bingdundun so hot?

The ingenious design creativity is undoubtedly the key to its out of the circle.

As Christoph Dolby, Director of the Olympic Department of the International Olympic Committee, commented: "Lively, playful, funny, witty and full of positive energy".

  The popularity of Bingdundun not only reflects people's enthusiasm for participating in the Winter Olympics, but also adds another fire to the cultural and creative industry that has flourished in my country in recent years.

  In the past five years, the number of annual registrations of cultural and creative-related enterprises in my country has shown an upward trend.

According to Tianyancha data, in 2016, about 14,000 cultural and creative enterprises were established in my country, and the number of new enterprises exceeded 10,000 for the first time;

There are more than 400,000 cultural and creative related enterprises in my country, nearly 50% of which were established within one year.

  According to data from the National Bureau of Statistics, during the period from 2015 to 2019, the added value of China's cultural and related industries increased from 2.73 trillion yuan to 4.38 trillion yuan, with a compound annual growth rate of 12.58%.

Among them, cultural and creative products that integrate traditional culture such as museum collections and intangible cultural heritage are very popular.

Take the Forbidden City cultural and creative industry as an example. In 2017, its revenue exceeded 1.5 billion yuan, which was higher than the ticket revenue of the museum.

  The cultural and creative industry must first rely on culture.

The panda image adopted by Bing Dun Dun is a representative element of Chinese culture that is widely recognized in the world, and its "cute" characteristics make it widely loved. Therefore, the mascot prototype of many large-scale competitions and activities held in China before is the same. Pandas, such as Panpan, the mascot of the 1990 Beijing Asian Games, Jingjing, one of the mascots of the 2008 Beijing Olympics, and Jinbao, the mascot of the China International Import Expo.

The extensive and profound traditional Chinese culture is undoubtedly an inexhaustible treasure house for the cultural and creative industry. In addition to pandas and jasmine flowers, we also have the Great Wall, the Forbidden City and Dunhuang, as well as many cultural IPs to be discovered.

  Embodying the power of creativity is the "meaning in the title" of the cultural and creative industry.

BingdunDun is a good example.

It is also the image of panda, but this time it is not only cute, but also trendy.

With the addition of Winter Olympic elements and technological elements, it is the first time in the history of Olympic mascots to use a double-layered mascot, which can be described as unique.

  In short, innovation on traditional Chinese cultural symbols is what makes it really popular.

In fact, from the continuous innovation of the Palace Museum's cultural and creative industry and its many fans, to the stunning "Only Green" on the stage of the Spring Festival Gala, to the fresh interpretation of "Breaking the Willow and Saying Goodbye" at the closing ceremony of the Winter Olympics, time and time again The creative development of traditional culture is refreshing and makes people feel the rich accumulation and infinite charm of Chinese culture.

  What kind of consumers there are and what kind of products are provided are a kind of complementary existence, especially for the cultural and creative industry.

The improvement of living standards and the improvement of aesthetic ability have made cultural consumption stand out.

Checking in cultural landmarks and purchasing Guochao cultural and creative are becoming the choices of more and more young people.

In recent years, the state has continued to increase its support for the cultural and creative industry, which is even more beneficial.

  The development of the cultural and creative industry has only just begun.

By keenly grasping the more personalized, diversified and fashionable consumer needs, and stimulating consumers' enthusiasm for interaction and even re-creation, the cultural and creative industry may usher in the "snowball" effect after Bing Dundun.

Keywords: