Wenchuang is not just surrounded by mobile phone cases.

What comes to mind first when you see the words "around Wenchuang"? Mobile phone case sold in the scenic spot? Or are there mouse pads everywhere? I always fix my mind on these small objects. What is the difference between this and the key chain sold in the scenic spot more than ten years ago? !

The times are constantly advancing. Wuling Hong Guang, a brand that has nothing to do with fashion in everyone's impression, successfully brought Wuling elements to the Shanghai International Model Contest some time ago and successfully crossed the border.

Huangcun Cultural and Creative Industry Park applies a sentence from netizens: Wuling dares to take the catwalk. What qualifications do you have not to work hard? !

Museum wenchuang

When it comes to the surrounding areas of Wenchuang, the word "museum" will naturally pop up in my mind. Following the successful opening of the Forbidden City, several major museums are not to be outdone and continue to exert their efforts.

Chengdu Wuhou Temple Museum has carefully launched the "Three Kingdoms Academy Wisdom Kit". In the form of a "kit", many products such as bookmarks, notebooks, pens and pencil boxes are integrated to meet the basic stationery and appliance needs of young people, and it is also quite collectible!

There is also pop-up book, which uses cartoon characters to express famous historical stories. The books with three-dimensional bounce are novel and interesting, suitable for readers of different ages, and everyone can feel profound cultural and spiritual connotations in them.

Chengdu Wuhou Temple

Sichuan Museum, a pair of red wine glasses, is designed with the theme of copying flying Dunhuang murals and combining with the new artistic style. The whole set of products is gorgeous in shape and contains the charm of oriental classical culture. It also won the "Best Creative Product Award" in the 5th Cross-Strait Cultural Fair (Xiamen).

Sichuan Museum

You see, even if we want to develop museums around Wenchuang, we are increasingly developing in the direction of "intention" and "better cultural heritage", instead of sticking to small objects such as refrigerator magnets and not following the bosses!

Brand wenchuang

Not only can museums play around Wenchuang, but after the Forbidden City sucked countless powders around Wenchuang, many brands also joined the torrent. According to China Catering Report 20 19, among Chinese catering consumers, young people born after 1990s account for 5 1.4%, which is the main force of current consumer groups. Therefore, it is natural and inevitable that the edge of brand culture and creation appears.

Haidilao actively launched Wenchuang periphery last year. Although it is only some low-priced accessories, this attempt has won the support of netizens, and even many people actively participated in it, making suggestions for the surrounding areas of Wenchuang in Haidilao, which greatly increased the stickiness between brands and users.

Underwater old cultural creation

Speaking of Wenchuang's most impressive surroundings, of course, Starbucks' cups, Starbucks' "doing nothing", and even being ridiculed by netizens that Starbucks originally sold cups. His coffee is not necessarily the best, but their cups are definitely the most popular.

In fact, the coffee cup itself is also a coffee culture. Starbucks cultivates coffee culture by constantly introducing coffee peripheral products, and through the output of this culture and concept, it shapes its own differentiation and empowers its brand. By the way, Starbucks gift cards and coffee cups account for 25% of the annual income.

Starbucks wenchuang

In addition to selling the surrounding areas directly, Wenchuang can also bring potential benefits. For example, if you use Starbucks cups, you may be tempted to go to Starbucks downstairs to replenish some coffee; When you use the canvas bag of Haidilao, it seems that you will tell yourself that it is time to eat Haidilao. The surrounding environment can bind you to this brand more deeply, and at the same time increase your re-consumption of this brand subtly.

City wenchuang

At a time when all provinces and regions are competing to develop characteristic cultural tourism, how can urban cultural creation miss it? However, compared with museum cultural creation, urban cultural creation relies less on IP characteristics and more on regional characteristics and feelings for this land.

Jiangyin was developing the creative periphery of the city last year, especially the tapes of Jiangyin dialect, which were deeply loved by netizens. Let's test your Jiangyin dialect.

Last year, Shaanxi also launched its own urban creative cultural and creative periphery. Whether it is the Terracotta Warriors Hotel, which is popular on the Internet, or the transportation card with the seal of the Queen of the Western Han Dynasty jointly launched by Shaanxi History Museum, you can swipe your card in 225 cities across the country. Once launched, it instantly became popular all over the network. People's Daily, China News Network and Global Times were full of praise for the report, and Weibo clicked to read over 100 million.

The appearance of urban cultural and creative periphery is very necessary for the development of urban culture and tourism, and the "urban cultural and creative periphery" is destined to be integrated with local characteristics. From dialect tapes to joint museum innovation, it is a local advantage, but in the actual operation process, how to tap and develop local characteristics is still something to be considered.

There is more than just a mobile phone case around Wenchuang. In today's increasingly fierce competition in Wenchuang, there is no market for selling mobile phone cases. Whether it is around museums, brands or cities, in the final analysis, they sell not only products, but also the culture they want to convey to consumers. They didn't understand the underlying logic, but just thought that it was enough to make some "mobile phone cases", and they really wouldn't go far.