Time-honored brands and new media jointly discuss and spark innovation in product marketing
2024-08-25
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Xinmin Evening News (Reporter Jie Min, Intern Zhang Xiao) China's time-honored brands are stepping onto the world stage with a new attitude. How can we help Chinese traditional brands win new development opportunities in the context of new media? Recently, the first "Passing the Light Action" seminar on innovation and cooperation between time-honored brands and new media enterprises was held at the Shanghai Textile Museum.
Photo caption: Led by the "Passing the Light Action", the New Chinese Brand Development Summit. Photo provided by the organizer (the same below)
The seminar advocates that traditional cultural brands represented by time-honored brands and new media and new retail institutions represented by leading self-media should work together to discuss product innovation, joint cooperation, and cultural export. Shanghai Textile Fashion Industry Development Co., Ltd. and new media platform Shanghai Bilibili Technology Co., Ltd. (hereinafter referred to as "Bilibili") are the co-sponsors, and the China Times Cultural and Creative Research Center under China Times Investment is the executive unit to jointly initiate the seminar.
The conference received applications from 31 time-honored brands and intangible cultural heritage studios across the country, covering a wide range of industries including health, mass catering, lifestyle apparel, intangible cultural heritage handicrafts, etc., attracting the active participation of Yunnan Baiyao and Shanghai’s local time-honored brands such as Sanqiang, Conch, Minguang, Maochang, Wu Liangcai, Hengdali, Guanlong, Shao Wansheng, and Sanyang Nanhuodian. At the same time, representatives of time-honored brands from brother provinces and cities, such as Qingdao Fude Shoes, Haishan Brand, and time-honored brands and intangible cultural heritage inheritors from Wuhu and Zhangjiagang, also sent representatives to attend the seminar that day. As a representative of new media platforms, Bilibili brought its top bloggers from various fields to participate.
Maotai and Luckin's sauce-flavored lattes, White Rabbit's perfumes and bags, Mayinglong's lipsticks... Time-honored brands are not only commodity brands, but also cultural IPs under the historical background. By deeply exploring traditional Chinese cultural elements and integrating them into product design and packaging, time-honored brands have been given new vitality, and traditional culture has been presented to the public in a more fashionable and trendy form. At the same time, time-honored brands and new media platforms have many successful cooperation cases, including marketing innovation, product innovation, and brand co-creation.
By joining forces with new media bloggers and through product innovation, joint cooperation and other means, time-honored brands have not only demonstrated the unique charm of Chinese brands, but also, from a national strategic perspective, opened up new paths for the establishment of Chinese cultural confidence, the export of traditional culture and cultural exports, demonstrating their firm determination to occupy the field of foreign brand customers.
The "Passing the Light Action" fully utilizes the advantages of new media platforms to attract the in-depth participation of leading self-media workers in product creativity and production. It not only vividly tells the stories and cultural connotations behind the brands in the form of videos and live broadcasts, but also supports intangible cultural heritage and time-honored brands to achieve dual innovation in products and marketing with its rich experience in the young market. This innovative cooperation method can effectively enhance the brand's popularity and reputation, and give new vitality to traditional culture in the Internet era.
The establishment of cultural confidence requires the support of excellent cultural products and brands. The "Passing the Light Action" builds a bridge of cooperation between time-honored brands and bloggers at Bilibili, combining traditional Chinese culture with modern consumer demand to create a brand with international competitiveness, which will help show the unique charm of Chinese culture to the world and enhance China's influence in the global cultural field.
It is reported that the "Passing the Torch Operation" will launch activities such as the "New Chinese Aesthetic Life Market" and the "New Chinese Brand Development Forum" during the Shanghai Fashion Week in October 2024, extending the atmosphere of cooperation from seminars to new consumption models, firing the first shot in the transformation and upgrading of time-honored brands in terms of visibility, and at the same time driving a wave in the consumer goods market.
