How to break through non -legacy IP

Tourist feedback

"I was in a leisure travel pedestrian street, walked to non -remaining products, and looked at it, but the price was not cheap. When I bought it, I was stored at home, and I couldn't wear it casually. I didn't buy it in the end.

"When traveling to Huangshan, I bought non -heritage food bean sugar engraved with Chinese characters. It is very interesting and the taste is good." Said Mr. Zhang, a tourist in Changzhou.

"The rare non -heritage products that can be used for rare, prices and affordable, can be seen online, do not know where to buy offline." Changsha tourist Ms. Peng.

"Don't understand these non -heritage products, let alone digital collections, just look at the trend online." Netizens came.

"The non -heritage digital collection is too difficult to grab, and it is not grabbed by a lamp." Netizens said.

"I bought a non -heritage digital collection on the Internet. It feels very fashionable and there is room for appreciation, so good!" Said netizen A Meow.

(Zhang Ting interview and sort out)

At the moment when the IP economy continues to be hot, the rapid development of digital technology, and the maturity of e -commerce platforms, the propagation and inheritance of non -heritage and the realization of commercial value also have more possibilities. How can non -heritage adapt to the rhythm of the times to build their own well -known IP, broaden the market, and achieve innovation and upgrading? With the help of games, VR, AR, and blockchain related digital technologies, non -heritage to tell Chinese stories in a new form, creating non -heritage IP products, many innovative practice is in progress.

Digital technology brings new opportunities for IP creation

Create a new form of non -heritage IP in an empowerment. For example, the Guizhou Provincial Department of Culture and Tourism and "QQ Speed" created the first Guizhou game e -sports IP theme tourism route and launched the "All the way to Guizhou" theme track in the game to show Guizhou's natural style and scientific and technological development results; Perfect World Games Its "Xinxiao Ao Jianghu" combined with "the first Miao Village in the world" Xijiang Qianhu Miao Village and 3 Miao representative non -genetic inheritors in depth cooperation to add real Miao cultural elements to text plots, building modeling, and character clothing , Use the game to connect the real historical culture and the virtual world by span the time and space; the mobile game "Glory of the King" has launched the cooperation with the representative inheritance of the national non -heritage piano art representative Lin Chen and the national first -class artist of the Chinese Academy of Art. "Zhuang Zhou · Alpine Flowing Water", incorporated the lost peerless piano and the famous song "High Mountain Flowing Water" into the animation ...

The concept of the Yuan universe has become popular, and digital collection development has become a hot spot in the current field of non -heritage digitalization. Non -heritage such as Langya paper -cutting, Shu embroidery, Jingdezhen -made porcelain, and Jinling shadow shadow have been launched. Xiong Yi, general manager of the digital technology and cultural media industry of Ant Group, believes that non -heritage as a treasure of traditional Chinese culture has high cultural value, but it is undeniable that it has a certain sense of distance between the current real life and needs to use technical means to use technical means For better communication and inheritance, only by touching people can it attract people to understand in -depth understanding. The release process of non -heritage digital collections relies on digitalization methods, which can be seen by more people with extremely high efficiency, connecting and touching more people.

She believes that the digital collection platform is a bridge between cultural content and merchant resources. With technology as the base, it is confirmed and authorized, improving the efficiency of non -heritage in the crowd, and achieving the distribution of interests in the industrial chain. During the release, feedback in the collection community use UGC (user production content) and PGC (professional production content) to spread content, tell good stories, and expose content on multiple business platforms. In the end, in the form of "digital content + physical products", sales profit is achieved, or the digital technology is applied to cultural tourism scenarios to realize the transformation from the collection from the collection to the offline passenger flow of the scenic area.

Ju Chunming, the business director of the Chinese Cultural Media New Cultural and Creative Collection Platform, believes that the use of digital means innovative artistic expression and presentation methods can use the extreme high -definition technology to reproduce the details of the eye; Knowledge map understands non -heritage skills, craftsman character, and inherit the ancient people's elegance and wisdom. Combined with the non -heritage IP attributes, the second creation of non -heritage IP is made, and the presentation of "blockchain+digitalization" is presented in the form of expression close to contemporary people's life. The way to better protect the non -heritage not only refine the cultural symbols, and enrichs the cultural connotation, provides more development opportunities and spread paths for the living inheritance of non -heritage, thereby achieving the promotion of the outstanding traditional culture of China.

Use all media to spread to expand the IP influence

Non -heritage needs to be seen, and then it can be understood and loved. In addition to offline display, in addition to offline display, new media communication methods such as social media, online videos, and mobile short videos have brought new entrances to non -heritage IP creation. In the process of practice, relevant departments and enterprises have continuously explored the publicity and display methods that the masses are happy.

Last Spring Festival Gala, Kuaishou Non -Heritage and Alipay Collection Five Blessings launched a "non -heritage blessing" activity, inviting all experts to send blessings with non -heritage arts, let the cultural inheritance keep pace with the times, and take the non -heritage into everyone into everyone. In life. Quick -handed many brands to create "non -remaining rivers and lakes", interpret non -heritage stories, and build a cultural feast in non -heritage scenarios with IP potential, connect non -heritage as the contact to the public, and build a traditional cultural influence.

Douyin's "Douyin Non -Heritage Big Data" released in 2020 shows that of 1372 national non -heritage projects, Douyin covers 1,318 items, covering 96%. "The most intuitive manifestation of the non -heritage new cultural style in the short video context is the production and presentation of imaging ... In the same non -heritage project, different narratives, shooting and editing methods can show completely different effects." Non -heritage of non -heritage. The re -creation ability of media content is an important factor in determining the dissemination of non -heritage in the era of the entire media. "In recent years, we have seen that the traditional craftsmanship has become popular on the Internet, and the non -heritage network open class has been welcomed by young people. The ancient non -heritage is integrated into modern life step by step." Yin Jiayu, director of the Non -Heritage Protection Center of Yunnan Province, said that it is necessary to realize Yunnan The household name of non -heritage projects needs to further increase communication and promote multi -channel promotion, so that more people will spontaneously join the inheritance and dissemination of non -heritage.

Wang Qin, deputy director of the Shandong Provincial Cultural Museum (Shandong Provincial Intangible Cultural Heritage Protection Center) and deputy director of the central director, believes: "To innovate the inheritance and dissemination of non -heritage." All localities use uniform identification, themes and slogans, and carry out exhibition and marketing activities with various forms of online and offline non -heritage exhibitions. According to preliminary statistics, 525 Internet celebrities and non -genetic inheritors from all over the province participated in the event. There were more than 640 online and offline shops, and more than 5,000 related non -heritage products were covered in all aspects of clothing, food, and transportation.

Strengthen the scene experience,

Improve the non -heritage IP commercial closed loop

What cannot be ignored is that with various innovative practice, the difficulty and bottleneck created by non -legacy IP also appear. In addition to the narrow sales channels and the occlusion of the cultural circle, the distance between the traditional skills and the aesthetics of the times and the modern life is also the crux of the non -heritage IP dissemination and marketing. For the development of IP resources for non -heritage, we need to deeply cultivate the value conversion of China's excellent traditional culture, continuously explore the comprehensive experience combining online and offline, and promote the combination of non -heritage tourism products with contemporary life and tourism scenarios. Cultural transmission of scenes.

Making "non -heritage+tourism" play a greater efficiency, Gao Lihua's suggestion: First, Gao Liao, an associate research librarian of the Gansu Provincial Intangible Cultural Heritage Protection Center: First, make full use of the various forms of local non -heritage exhibition halls and design the results of non -heritage protection in the museum in the museum. The exhibition hall, non -heritage performance project performance hall, non -heritage project tourist experience hall, non -heritage product exhibition hall, cultural and creative product display and sales hall, making non -heritage exhibition halls a tourist punch place. The second is to design non -heritage parent -child activity projects in tourism places. In the joint participation of parents and children, the highlights and advantages of non -heritage products are displayed. The third is to increase the integration of non -heritage products and contemporary life, and enhance the practical functions of non -heritage products. For example, Qingyang Xiangbao has various animal head hats such as tiger heads and rabbit heads suitable for children. The local area is very popular and is also popular with tourists.

At present, the creation of traditional Chinese cultural IP has also exposed a series of problems caused by the imperfect industrial chain. Xiong Yi believes that non -heritage belongs to raw materials in the entire industrial chain, not finished products. Digging its value for creative design, so as to realize commercialization and enter the cultural consumer market, it is necessary to coordinate upstream and downstream. This includes not only the processing of the content itself, but also makes it more in line with the needs of this era, especially young people, but also includes a series of subsequent series. "What we lack is not raw materials, but subsequent industrial resources. At present, this commercial closed loop is not complete, and the subsequent links are fragmented. To realize the construction of high -quality ecology from cultural value to commercial value transformation, technology and business platforms, government, government Waiting for the support of multi -party resources, upgrading practices, and multi -industry cooperation, "she said.

▲ Ant chain combined tattoo company opens 1,000 traditional IPs and patterns for designers and the public for free. The first batch of traditional patterns completed the commercialization of IP commercialization. Last year's cultural and natural heritage day, 9 brand products designed and produced by non -heritage samples were sold in the live broadcast room. Ten thousand.

"Digital collection+real -object customization"

Expand new scenes of non -heritage IP applications

Zhai Qun

On April 22 this year, the domestic digital collection head platform "Whale Detective" specially set up three new digital art collections with the theme of Hangzhou's iconic urban cultural elements. In less than 1 minute, these three models were 60,000 copies. Digital collections were snapped up. Different from the past, the digital collections in this issue have more physical empowerment. After grabbing any collection, collectors can click the "Use" menu to have the "customized physical product" function. Designed, produced and produced by the "West Lake One" AI "West Lake One" corresponding to the "West Lake One". The blessing of the ant blockchain gives the collection in the digital virtual world. The "West Lake No. 1" as a customized real silk scarf is added to the unique AC encoding corresponding to the digital collections to reflect special ones. Exclusive sense.

According to the relevant person in charge, this is the first time that "whalestock" binds digital collections with customized physical collections. This attempt extends the rights and interests of users who have digital commodities, which will also expand the application scenarios of digital collections. Previously, digital collections were mainly used in the digital world, such as paying code skin, red bag skin, and generating social media avatars, etc., and now it will also help physical consumption.

Since launching the "Treasure Plan" last year, the Ant Technology of "Whale Detective" is open and credible digital technology, combined with blockchain, 3D, IoT, voice interaction, virtual reality, traceability and other technologies to develop digital collections with Cultural Tourism Bank. Help non -heritage skills to break the circle and rejuvenate the digital vitality. It has developed a series of digital collections such as Miao embroidery Fulong, micro -shrinking tenon -and -mortise creation of Zhaozhou Bridge, Jinshi Seal Carving · Fuman Shenzhou; Digital collections, including Great Wall Thirteen Pass and Huangshan Scenic Area "Five Abstentance" 3D series, Fujian Tulou (Nanjing) Scenic Area series digital collections. In 2021, the two limited edition non -heritage digital collections jointly created by Tmall Guo Chao and CCTV Film Channel jointly created by Tmall National Tide and CCTV Film Channel. These collections are jointly completed by well -known designers and non -genetic inheritors. Designer Xie Bang's "Liangshang Tall House" based on the work created by the Palace Museum's horn of the Forbidden City is based on the work of the straw tie work. ; The illustrator's "Non -Her Embroidery Spirit" reproduces the classic elements of the inheritor Liang Xuefang Su embroidery. A variety of modern artistic expression methods are used in non-heritage cultural products, such as integrating comic elements, surreal magicism elements, etc., and with the escort of the ant chain U-Trust technology, successfully successfully put the traditional techniques and techniques and of modern artists. The style is integrated into modern technology.

Users can buy non -heritage new theme custom payment code skin in the Alipay applet, get these two digital collections, and can also use these digital collections to the payment code that everyone uses every day, which not only adds practicality and practicality and them to them Funity also enhanced the degree of communication.

At the beginning of last year, a Chinese "Fu Niu Map" was hot and the whole network was set by netizens as a screen insurance over one million times. The first -time burst of this circle of Niu Niu was a Chinese non -heritage paper -cutting work, which was produced by He Aiye, the inheritor of the paper -cutting of the paper -cutting of the intangible cultural heritage sticker in Shaanxi Province.

The reason why the work can become popular through Tmall is actually the matchmaking of Ant Technology's "Linking China Blessing" activity. The virtual products made by this non -heritage culture have also changed the traditional model of pricing authorization beforehand, and achieved a new model of billing according to use. Teacher He Ai Ye and her elementary students obtained 20,000 yuan in copyright fees in 3 days.

Ant Technology also exerts the power of ecological partners and launched the "Wenchang Star Plan" to use technology to let Chinese handicrafts reflect its true value. High -tech escorted Chinese traditional culture.

Yunnan Lao Da Bao:

Looking forward to the more and more loud of the Ladu cultural brand

Zhang Ting

On the stage of the CCTV Spring Festival Gala in 2022, the group dance "Putting a Spring" from the Lajun people from Lancang County, Pu'er City, Yunnan Province, showed a happy new life of the people of all ethnic groups in Pu'er on the party's leadership. A non -heritage project contained in the dance of dances and the production skills of the Laupu people in the Laupu people, which is even more amazing.

Lao Daobao Village, Lancang County is a typical Laupu village, and one of the protection and inheritance bases of the national intangible cultural heritage "Mada Papo" and "Lusheng Lusheng Dance".

▲ Li Nazhen and the villagers performed traditional dance

Laoda Bao Village is the most complete place for Lapa Culture and non -survey. There are 2 national non -heritage projects, 6 provincial projects, and 5 municipal projects. The village is up to the ages of seventy or eighty years old, and all three or four -year -old children can perform on stage. With the many advanced typical efforts of the national model workers, the national outstanding Communist Party members, the municipal non -heritage representative, Li Na, and other advanced typical efforts, they have established the "Yata" art troupe and the original ecological group "Da Bao Five Brothers" and other folk culture and arts Performance teams, performing traditional dances and songs, and organizing the arrangement of the original ecological real -life performance of Laoda Bao's "Happy Play". In the village, everyone has become the spreader of Lajie culture. There are more than 300 folk songs created by the villagers.

Standing on the CCTV stage, participating in the column directory such as "Avenue of Stars" and "I Want to go to the Spring Festival Gala" is a key step in La's culture out of Dashan. Since then, Li Nazhen and the villagers have also participated in a series of cultural activities such as the Chinese original ecological folk song contest and the Chinese original ecological folk song show. They boarded the National Grand Theater and the Shanghai Grand Theater and other art halls, and they were frequently invited to perform at home and abroad. More and more people know that they can concert and jump and the "happy pull" cultural brand.

Gradually, Li Nazhen saw the rich password contained in national culture from the "reputation": singing culture and letting tourists come in. In 2013, with the support of the local party committee and government, Li Nazhen took the lead in the establishment of Pu'er City's first cultural company built by farmers — Lancang Laocao Happy Laji Performing Arts Co., Ltd.. Labor allocation.

It is understood that since the establishment of the company, it has performed more than 930 on the spot, realized the total performance income of nearly 5 million yuan, and achieved a comprehensive tourism income of 10.9936 million yuan. Performance dividends have become one of the most important channels for villagers in the village to increase income. It effectively drives all the poverty -stricken people in the village to achieve poverty alleviation. The company has also been identified as a national "company + farmer" tourism poverty alleviation demonstration project.

▲ Laoda Bao huge rice field paintings

Through the "non -relics tourism", the appearance of the village was also renewed, and it took a way to get rich. The core of Lao Daobao Village is the core, focusing on increasing the overall protection of traditional villages, combining the construction of characteristic villages with ecological tourism, folk culture and art protection and inheritance, to build the original ecological song and dance performance square, improve the village tour roads, tourist toilets, and tourist toilets Wuling in infrastructure and improvement of distinctive houses, opening a number of farmhouses and inn. In addition, the village enhances the establishment of an intangible cultural heritage inheritance hall and the national folk farming culture exhibition area such as Lu Shengfang; the establishment of Laoda Insurance Anti -Heritage Workshop has set up a multi -La Ling, such as gyroscopy, Lapa clothing production workshop, and Lapa bag preparation workshop. Cultural experience space allows tourists to feel the cultural life of the Laupu people. In 2020, Laoda Bao Village was included in the second batch of key country tourism villages in the country. In 2021, it was named the hometown of Chinese folk culture and art by the Ministry of Culture and Tourism. ▲ Li Najun taught her daughter to play guitar and sang La Ling folk songs.

The "happy pull" brand is more and more loud, so that more and more tourists come. Whether for Li Nahuan or villagers, it is now a matter of expectation, and the difficulty factor is not small. As Li Nayu said, they want to make higher -quality non -heritage performance products, but no one in the village can lift it; if you want to build a brand, you will not do product promotional videos. There are very few; I also want to go to Taobao to sell handmade bags such as hand -made bags and colorful rice fields in the village in the village. Unfortunately, no one among them has mastered these new media technologies. "I hope that there will be professional teachers and related companies in these fields to join us and help us. Let's start our cultural brands together, let Lazhu culture walk out of Yunnan, travel all over the country, and go to the world." Li Nazhen said.

Shandong Jinan:

Shadow theater in the new era "colorful"

Su Rui interview and organize

▲ Li Juan, the inheritor of Jinan Pi Shadow, performed Su Rui on the campus

As an ancient traditional art in China, the shadow play has a history of more than 2,000 years. In Shandong, the national intangible cultural heritage Jinan Pi Ying opera was inherited to the fifth generation, and her first "female head" appeared. She was Li Juan, a "post -85" girl.

In recent years, Li Juan has formed the Jinan Pi Ying Women's Team composed of girls composed of "post -80s" and "post -90s" girls. It is engaged in shadow design, carving, research, etc., and achieved good results. At the same time, explore the "Shadow+Research" model, and use the research base, the non -heritage research course system of Jinan shadow opera, and the shadow culture and creative products to allow Jinan Pi Ying Shi to enter the public life.

In the theater, most of the shadow dramas performed by Li Juan are newly created dramas. The stage lights and music are more modern. The works continue the artistic characteristics of the century -old Yingying in Jinan -grounding and living. These programs are the best "burdens" and best works that Li Juan reserved after repeated experiments and remodeling.

At present, Li Juan and the team have started to do the "Chinese Character Shadow" series in their busy summer shadow drama research. Filial piety to the sky, integrates traditional art with traditional virtues and modern stage expressions.

In recent years, Li Juan has been thinking about the innovation of the art form of shadow, and incorporated the art of shadow art into people's daily life. This year, she cooperated with KFC to decorate the first KFC restaurant in Jinan. "We have made a lot of theme walls of the shadow culture in the restaurant. We also set up a punch -in wall. Friends who go to the restaurant can take a photo with the shadow. Next, we will also study the Shadow Children's Package and set a QR code in the children's set meal. Scan You can listen to the shadow stories and spread the shadow stories of Jinan. "Li Juan said.

Not only that, as a non -heritage representative in Shandong Province, during the Spring Festival this year, Li Juan also cooperated with Tencent to launch a WeChat red envelope cover. "After opening the WeChat red envelope, the pilot red envelope will immediately jump out of the video of Jinan shadow and conduct circular playback."

In Li Juan's hands, the shadow play is no longer an outdated boring thing. Nowadays, she has created more and more new works. There are both children's drama and the main theme story. At the same time, art shadow creation is also carried out. These works are not only welcomed by the audience, but also favored by major exhibition halls and museums. It also became a explosion on the Internet.

On January 1, 2022, the first AI artificial intelligence created digital leather shadow collections launched by the Shandong Provincial Academy of Arts and the "Super Substance" of Jinan Pi Ying Theater and Alipay were launched. This is the stage of the Shandong Provincial Institute of Art Research's functional advantages and undertaking major projects of the National Social Science Fund's major projects.

The world's first non -heritage -shadow digital collection created by AI artificial intelligence provides digital research and development and creativity by the digital empowerment laboratory of the Shandong Academy of Arts. It is based on the 7 classic characters in the "Journey to the West" of the Jinan Shadow Drama as a blueprint. It is released by the ARXIV database -the image style migration algorithm Stylized Neural Painting. Simulate rendering. As a result, AI independently completes the color creation of each image, presents the stunning cross -border of digital technology and national tide culture. It is also the world's first digital shadow art work created by AI artificial intelligence.

In AI artificial intelligence to build digital leather shadow collection projects, the inheritor Li Juan used his awareness of the shadow image to innovate the shadow of the relevant characters, which is in line with the aesthetics of young people.The digital empowerment laboratory of the Shandong Provincial Academy of Arts uses new technologies to perform batch -color and details of the shadow shadow.Finally, through online sale, the non -genetic inheritor will obtain income through sharing creativity, bringing source living water to future inheritance and development, and forming a virtuous circle.(The pictures of this article are provided by the respondents)

"China Culture News" on August 27, 2022

The second edition published a special report

"How to Broken Non -IP IP"

↓ ↓ ↓ ↓ ↓ according to

Editor -in -chief: Chen Xiaoyue

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