This cultural IP, with the momentum of its own troops and horses

Develop cultural IP and let past cultural stories

Get the opportunity to be re -described

From the surgery of the Six Kingdoms to the Terracotta Warriors and Horses of the Qin Shihuang, from Zhang Yi, Shang Yang to Bai Qi and Meng Tian, ​​Qin left many magnificent stories in future generations, which are non -complex figures and brilliant cultural heritage. Measures such as the same text, the same track of the car, and the unified measurement of measures make Qin a unified great empire in the true sense. DPRK history. On the other hand, young people's enthusiasm for Qin has increased with recent film and television works and historical variety shows. It often appears in the social secret code of young people. In addition to the "Internet celebrity dynasties" with a large number of fans, Qin's fans are not small.

Recently, Jordan Genzan will be renewed by the loved Qin culture, which is loved by young people, and launched a series of products of the "Dry Ling Qin Chao", which will play a new possibility of Qin, a cultural IP with thousands of troops.

This is the correct posture of playing joint names and development culture IP

Xinhuanet's "National Young Consumption Insight Report" released by Xinhuanet's joint gains APP shows that compared with 10 years ago, the popularity of the national tide increased by more than 5 times, and the post -90s and 00s became the absolute main force, contributed 74%of the national tide consumption. Young people who have been immersed in excellent culture have gradually established their aesthetics and enthusiasm for historical civilization. They not only pursue fashion and innovation, but also like unique cultural value. In recent years, the rise of Hanfu and Han makeup can be seen.

The joint name has long been a common gameplay of trendy brands. This is even more so for young people. However, many brands that are good at playing marketing and co -branded often have not undergone strictly sophisticated and evidence, but they are roughly put together in the ancient times and modern elements. There is no sense of beauty, and it is a waste of cultural IP without showing the due cultural value. Facing the historical civilization and popular fashion of the source, how should the tide brand deal with the relationship between the two? What should the joint name do to show a true historical beauty and integrate into the life in front of you, and be welcomed by more people?

After the joint name of the Tang Chao series, Jordan Genzai recently launched the second season joint theme "Dry Qin Chao" series. The "Dry Ling Qin Chao" series has expanded the imagination in order to pursue the national tide and passionately co -branded, and set up a new benchmark -this is the correct posture of co -branding and developing cultural IP.

The joint name this time is by no means a simple designer in the past. Instead, the Shaanxi History Museum and Jordan Qinyan jointly excavated the world -class IP of Qin culture, and continued to forge a new "national tide icon".

The cultural relics of the Shaanxi History Museum have a simple stone in the initial stage of the ancient human beings, and the time span is more than one million years before the social life before 1840. It includes the precious cultural relics such as Qin War figurines, wrong golden Du Hufu, crossbow machines, leopard tiles, bronze swords, Qin jade, bronze dragon, bronze goose, pottery horse and other precious cultural relics. Concentrated place. The Qin Dynasty cultural relics represented by the Terracotta Warriors, with the magnificent momentum and distinctive military characteristics, showed the strong awareness and aggressive spirit of the Qin people.

The cooperation with the Shaanxi History Museum allows the "Dry Qin Chao" series to integrate the Qin elements into the science and technology fabrics and modern clothes, so that the wonderful fragments and aesthetics of the Oriental Empire can be revealed in daily life.

Shoes designer uses the ancient terracotta warriors as the source of inspiration, decorate the tiger symbols of the Qin period, and use purple in color -this is also the most noble color of the Qin Dynasty -and the bronze texture of the chariot. The weaving hemp material is in sharp contrast to the full printing process of the electric carving, showing a sense of combination of ancient and modern.

In the clothing of the basketball series, the traces of Qin elements are also seen everywhere: the sleeves of the hat -to -holding shirt and the embroidery of the knitted pants, which reflects the concept of "armor silk". There are Qinjian bottoming elements; the front chest of the round leader has the theme patterns of tiger and terracotta warriors. At the same time, the pattern of terracotta warriors and horses use temperature variable process, which can be unearthed from the terracotta warriors and horses through color changes. The real dream will return to Daqin.

In the series of stories, Jordan has the concept of "future figurines" and writes a new setting with science fiction: Terracotta Warriors and Horses in the Yuan universe are no longer a war machine, but a peace warrior to replace the war to kill the war with sports competition. Essence In the Yuan Universe Finals, the Terracotta Warriors and Horses of the Future Mecha led the Qin Kingdom to defeat the Six Kingdoms and win the league finals.

情 Slider left, understand details

In terms of color, the cream white, nuts and black considerations are from the color of the terracotta warriors and horses. The purple is also closely related to the Qin Dynasty. This is the color synthesized by the Qin Dynasty and the earliest co -in color in China. Digital green, atomic oranges, and tobacco colors make these deep historical colors increase the sci -fi color of Cyberpunk. Standing figurines and squat figurines are like soldiers who are born again, and they have a sense of historical and futuristic. In addition to the launch of the new clothing, Jordan Genzan also launched a tide figurine hand -made for the first time. The Qin tide figurines are extremely historic, and it also gives more historical marks and tide attitude to this joint name. Really let the bright historical and culture enter life, and make the ancient civilization and new civilization collide out of the sparks that they appreciate.

In -depth study of the beauty of culture, correctly showing the beauty of culture, deeply integrating modern civilization and technology, and proposing a more moving concept is the correct posture of developing cultural IP, and it is also the correct attitude of "Qin Fan". Co -branded with professional research institutions and innovation is also a truly "effective" joint name.

Jordan is dry, start a new imagination about Guo Chao

In recent years, with the concept of the national tide, various brands have eager to work on cross -border and strive for joint models.

From rice dumplings to moon cakes, from beauty to milk tea, from ice cream to cars. "National Tide" and cross -border swept our lives.

"Baidu 2021 National Tide Pride Search Big Data" shows that from the perspective of the age distribution of the "national tide" focusing on the age distribution, the post -90s still account for the majority, accounting for 49%; followed by 00, accounting for 26%, the post -80s post -80s, post -80s The proportion is 17%: When the 00 is concerned about China's tide brand, domestic animation and big country technology, the post -90s actor in the body, voting with "consumption" to help domestic makeup, independent brand cars and domestic movies; When focusing on domestic Digital, domestic variety shows and domestic games, the silver -haired people are also paying attention to the national tide topics such as ancient town cultural tourism, non -genetic traditions and old -fashioned names.

In the "2021 Spring and Summer Freshy Report", the first place of the special category of Fashion Consumption preferences in the Z generation is the IP joint model, and the second is the national tide commodity. Essence

Although the national tide and co -branded, many brands often ignore the core needs of consumers. Some co -branded products are high, but they are not practical. Some products are just moving to a certain cultural element and repeated abuse, resulting in weak cultural sense, losing the cultural color that should have. The way of getting along with the two parties, or the way of getting along with cultural IP and trendy brands, still has a long way to go.

As the young label of the main line of Jordan brand sports fashion series, Jordan Cultivation has found a balance point for handling the two in continuous attempts. The design language should have the same frequency resonance with young people, communicate smoothly, and understand the aesthetic orientation and trend of young people. In terms of products, pursuing high -quality and appreciating value, for the hot times and "dry" young people, create stories and attitude products.

In the past, Jordan Genzai has done many explorations in leading trendy culture and trending life.

With the Republic of China Man IP, the Tiangong Palace and Nezha are co -branded, creating a category of the country. Prior to the "Dry Ling Qin Chao" series, Jordan Cultivation and Shaanxi History Museum traveled through thousands of years and returned to Chang'an, the ancient capital of the Thirteen Dynasties to jointly appreciate the ancient civilization of the Tang Dynasty and the ancient civilization of the Tang Dynasty. Come "and" Palace Banquet "joint series of products. By planting the Chinese cultural genes, in -depth excavation and condensing the Chinese excellent traditional cultural genes, connotations and values ​​contained in historical and cultural symbols, Jordan has opened a new imagination about the national tide to explore the continuous integration of traditional culture and trend culture. Maybe, to make the national style "tide" in a youthful way, it also allows more excellent culture to "live". More importantly, telling traditional cultural stories through fashionable languages, letting traditional culture enter life, and Hewlett -Packard more In the process of wearing more suitable, the beauty of these dusty civilizations can get the opportunity to be re -displayed.

In the past, cultural stories have also been told. This time, there may be more audiences who come to listen to the story.

In this event, Jordan Grand Dry joined hands#此 此 此#, creating a 8.23-9.5 super brand with goods.

On September 1st, Jordan Sports spokesperson Zhu Xudan appeared in the Yuan universe's official flagship store to lead the live broadcast room of Jordan, leading the live broadcast audience to witness the archeological scene of 4040, and at the same time, he told his imagination of human beings in the future.

During the period, the general manager of Jordan Sports Brand also airborne live rooms and interacted with Zhu Xudan; brought you a removal order, pumping multiple benefits such as signature photos, tide figurines, and customized gift boxes in Shaanxi. Pushing the live broadcast room to a climax, the number of people has hit a new high, bringing a rich welfare gameplay to consumers while achieving a breakthrough in product effects, integrating the new era concept into cross -platform cooperation, and bringing fresh ways and ideas to the joint dissemination of the joint dissemination Essence

This article only represents the author's point of view, and does not represent the position of this magazine.

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