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Culture goes overseas, "Chinese style" detonates global tide
The recently released "Proposal of the Central Committee of the Communist Party of China on Formulating the 15th Five-Year Plan for National Economic and Social Development" proposes to deepen cultural exchanges and mutual learning, widely carry out international cultural exchanges and cooperation, and encourage more cultural enterprises and excellent cultural products to go global.
In recent years, with the acceleration of cultural "new three" going overseas, cultural exchanges between China and foreign countries have shown a vigorous trend. The reporter felt at the 138th Canton Fair that under the convergence of oriental aesthetics and international trends, Chinese culture is becoming a new business card for foreign trade enterprises to expand international markets and brands to go overseas. Cultural confidence has created a unique temperament for enterprises to go to the world stage.
古老文化在箱包上“活”了起来
"Look, the design inspiration of this product comes from ancient Chinese paintings nearly a thousand years ago, and the pattern is very exquisite, which is exactly the'Chinese style 'we are looking for." In front of the booth of Guangzhou Guxio Leather Goods Co., Ltd., located in the luggage exhibition area, a buyer from Chile introduced the company's products to business partners far away from home through live video.
At this year's Canton Fair, Gu Xio Leather Goods brought a series of satchel products printed with the pattern of "Qingming Shanghe", which combined traditional Chinese patterns with Western trend version innovation, making the ancient Chinese culture "alive" on the luggage, attracting many buyers to stop and consult.
"Our designers boldly use the elements of'Qingming Riverside Map 'to create a second creation, combining it with fashionable products. After the launch of this group of products, it has been favored by overseas buyers, and the number of sold and pre-sold has exceeded 10,000. The production schedule of this series of satchel products is already full," said Chen Yanrong, brand manager of Gu Xio Leather Goods.
"The influence of'new Chinese style 'in the world is gradually increasing." Chen Yanrong said that the company continues to integrate traditional Chinese culture into product design, giving new vitality to classic artworks and showing the charm of Chinese culture to the world. At present, the company's foreign trade business accounts for 80%, with Europe, Russia, South America and other countries and regions as the main markets. Products with Chinese cultural elements account for more than 20% of sales and continue to grow.
In terms of branding, Chen Yanrong said that the brand reflects the quality of the enterprise, product quality and consumer credibility. The company has also done some localization operations in the process of branding, such as combining elements of Mayan civilization with product design to promote products to the South American market, which has been favored by consumers in South American countries and regions.
"We deeply recognize that branding is the key to enhancing our core competitiveness, so the company has always adhered to the brand identity as the core, vigorously implemented the branding investment strategy, and is committed to creating a unique and sustainable advantage in the market competition. Both visibility and reputation have achieved good results," Chen Yanrong said.
国潮玩具以文化内涵走俏海外
In recent years, building blocks, ornaments, pendants, blind boxes and other Guochao toy products have become popular overseas. At the booth of Guangdong Hardy Toys Co., Ltd., a variety of Guochao toys that integrate elements of Chinese history and traditional culture, such as "blue and white porcelain" and "terracotta warriors and horses", attracted the attention of many overseas buyers.
"The'Terracotta Warriors' theme dolls have been very popular since their launch, and tens of thousands of dolls have been sold in this series." Xu Manping, deputy sales director of the company, told reporters that the "Terracotta Warriors" dolls are divided into two styles: "Bear Soldier" and "Rhino General". Not only are suede fabrics used and matched with bronzing technology to enhance the feel and texture, but also various details of the Terracotta Warriors and Horses are carefully reproduced in appearance.
Xu Manping also showed reporters the current hot-selling "Benchao Compendium" series of plush toys, which integrate traditional Chinese medicine culture and health concepts into the design, and design tangerine peel, barley, Gorgon and other Chinese herbal materials as plush dolls, which have been widely welcomed by domestic and foreign buyers.
Xu Manping introduced that Ha Generation was established in 1999, mainly engaged in plush toys, educational toys, trendy toys, event mascots, animation toys and other products, mainly exported to Europe, America, Japan and other countries and regions. After years of deep cultivation, the company has grown into a large and medium-sized national high-tech cultural enterprise integrating toy design, Product Research & Development, production and marketing, and brand operation. It is also a pioneer enterprise of Guochao culture in China with completely independent brands and a full ecological chain.
"The company develops about 300 samples every month, of which about 80% can enter mass production and generate actual sales. Such an efficient transformation is due to the company's professional design team, rigorous quality control and innovative marketing methods." Xu Manping said that the company has integrated Guochao culture into toy product design in recent years, so as to enhance the cultural connotation of the product, forming a unique style in domestic and foreign markets.
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