Why is the Zibo element in the most "funny" sketch of the CCTV Spring Festival Gala popularly searched by the screen?

According to Zibo,

The Spring Festival Gala skit "Joy on The Joy" exploded! Two popular comedy stars Jia Ling and Zhang Xiaofei brilliantly interpreted the marriage and love feelings of the elderly in "mother-in-law zhi tease", and a string of "Shandong elements" ran through it: Shandong pancakes, Shandong steamed buns, Shandong beer, Shandong dialect, etc., which not only increased the festive atmosphere of the show, but also passed on the bold and generous words of Shandong people to hundreds of millions of viewers.

The audience's search for "Shandong elements" gradually focused on the two red bowls on the table of Zhang Xiaofei's family. When Zhang Xiaofei picked up the red bowl, the big tiger head on the bowl was cute and cute, especially eye-catching, and the audience suddenly realized that this was not an ordinary bowl.

Brush screen hot search, the truth appears. These two bowls are from the porcelain capital of Zibo, and the CCTV General Station Cultural Creation and Huaguang Guo Porcelain are jointly created. Appearing in China's most important festival and the party with the largest audience in the world, the image of Chinese red and tiger is perfectly integrated, the meaning of the new customs is highlighted, the national tide is new and beautiful, and the two bowls are quickly sublimated and fixed into the "Tiger Yue Spring Bowl" full of deep Chinese feelings.

Holding the "Spring Bowl" to watch the Spring Festival Gala. The culture and stories in the "Spring Bowl" are full of pyrotechnics.

The CCTV Spring Festival Gala jackpot that cannot be bought with money

The Spring Festival Gala has always been a place where business brands must compete, and the advertising of the CCTV Spring Festival Gala in the Year of the Tiger is strict and strict, except for a few big brands such as Jingdong and Dream Blue, which have invested heavily in the capital, from beginning to end, clean and clean.

The "Spring Bowl" came with an exception. In the skit "Xi Shang Jia Xi", which has long been expected to be popular, CCTV has set aside valuable place and time for the cultural industry and Shandong elements. Some people say that Huaguang Guo porcelain "Tiger Yue Spring Bowl" does not need money to debut the incomparably expensive ace sketch every second, which is tantamount to winning the New Year top prize.

Without money, what do you rely on?

There is a saying among the common people that you can't spend money to buy health, you can't buy family affection and true love. "You can't buy core technology with money, you can't buy humanistic feelings with money, and you can't land on the 'super platform' of the CCTV Spring Festival Gala that attracts 1.4 billion people without money, relying on the charm and feelings outside of money." Su Tongqiang, chairman of Huaguang Guocera, said, "Cultural self-confidence must start from the traditional culture closest to the people's lives. ”

When ceramics and new customs meet on the CCTV stage, they give birth to the freshness and waves of traditional culture. CCTV Cultural Creation does not win or lose based on advertising costs, purely oriented by culture and feelings, and takes out the precious time of the Spring Festival Gala to leave for the traditional culture of the Year. Huaguang Guocera and CCTV Cultural and Creative Joint creation, joint production, the two leading enterprises in the industry for the people to provide a strong humanistic sustenance. It can be said that this bowl has been a "big production" of culture and art from the beginning, full of cultural roots, revival of tradition, accumulated the deep spiritual pursuit of the Chinese nation, representing the unique spiritual identity of the Chinese nation.

Time flashes back to the 2021 Spring Festival Gala. A "bowl of lucky cows" broke the calm of a person's Chinese New Year's Eve night. In the eyes of others, the Spring Festival Gala is one more creative gift, but what Su Tongqiang sees is the super influence behind this bowl and the perfect opportunity to awaken ceramic culture. Tossing and turning overnight, early in the morning he called a few well-known "porcelain idiots" of the company, just after saying the first sentence "Next year we will do the Spring Bowl of the Year of the Tiger", everyone will laugh.

Encounters are all frontiers. On June 16, 2021, the person in charge of the CCTV Shandong Reporter Station came to HuaguangGuo Porcelain for research and interview, and Su Tongqiang's idea of making a spring bowl in the Year of the Tiger was immediately responded to. On July 28, Li Xinsheng, member of the Standing Committee of the Zibo Municipal Party Committee and director of the Propaganda Department, and Su Tongqiang made a special trip to CCTV to talk about cooperation, which was the first formal negotiation between the two sides. On that day, it rained heavily all over Shandong, which was rare for many years. Returned overnight, at one o'clock in the morning to Jinan transit, soaked wet.

Fast forward to the Shandong Cultural Fair on September 16, 2021, the person in charge of cultural creation of CCTV General Station visited the Huaguang Guo Porcelain booth, and the two sides once again talked about cooperation in designing gifts for the Spring Festival Gala of the Year of the Tiger. Provincial and municipal leaders have expressed their support for this major cultural and creative project.

Subsequently, the person in charge of cultural creation of CCTV General Station was invited to Zibo to conduct an in-depth inspection of the ceramic cultural industry. During the period, they learned about Huaguang's original intention and vision of making the best ceramics, understood Huaguang's dedication to inheriting classics and innovating development, and learned about Huaguang's wonderful performance as a national cultural messenger again and again. The city's heritage and aura, the perfection of the ceramic production system, the innovation and compatibility of ceramic culture, and the unique temperament and connotation of Zibo city have deeply impressed the guests of CCTV.

After the joint creation of the Spring Bowl of the Year of the Tiger was officially launched, the epidemic affected the meeting and communication, and the two sides contacted by phone and held video conferences no less than 100 times. Communication and collision, exquisite thinking, repeated consideration, both sides have a common goal, that is, to dedicate the most cultural beauty, the most youthful taste of the "spring bowl".

The Chinese beauty of the "Tiger Yue Spring Bowl"

On February 1, 2022, the beginning of the Year of the Tiger in the lunar calendar, "Hehe Tiger" was born.

To be precise, "Hehe Tiger" is not a tiger, it is the mascot of the 2022 CCTV Spring Festival Gala, and it is also the theme image of "Tiger Yue Spring Bowl" jointly produced by CCTV General Station Cultural Creation and Huaguang Guo porcelain.

It's a tiger again. From the long history and culture of the Chinese nation, it bathes and infiltrates the essence of contemporary Chinese culture, pins on the wishes and blessings of the Chinese nation, and is a living "guardian spirit" in the minds of the people.

"The corresponding sound is for harmony, and the coexistence of the same life is for the union", and the word "harmony" has been continuously explained in history since the merger and emergence of the Spring and Autumn Period, and the new era has given the culture of "harmony" a deeper connotation. Let the "Hehe Tiger" run and fly, and let the "Hehe" culture integrate into the lives of ordinary people, which is the deeper expectation of Huaguang Guo porcelain for the "Tiger Yue Spring Bowl".

A bowl has been closely related to the lives of ordinary people for thousands of years. Zodiac culture is also a representative symbol of traditional Chinese folk culture. How to use the "zodiac bowl" to connect the warm memories in the hearts of the people, and how to use porcelain, a representative artifact of Chinese culture, to express the fireworks atmosphere of traditional culture in three dimensions, this is the difficulty of the creation of the "Huyue Spring Bowl". Continuing the success of last year's "Funiu Spring Bowl", CCTV General Station Cultural Creation designed and upgraded the IP product of "Spring Bowl", and joined hands with Huaguang Guo porcelain to create a traditional New Year's flavor and a new design trend for the Chinese people.

"The 'Huyue Spring Bowl' is a deep awakening, it awakens the Chinese beauty rooted in folklore and the atmosphere." Hua Guangguo porcelain Su Tongqiang so emphasizes the value concept of creation. To achieve this goal, we must do a good job in the combination of inheritance and innovation. He Yan, a master of Chinese ceramic art, said that the "Huyue Spring Bowl" is taken from the Ming Dynasty's "Zhengde Bowl", which has an arc wall and a thin bottom circle foot, which is upright and beautiful. Its decoration is derived from the traditional Chinese classic ornaments of copper coin pattern, fire pattern, ruyi pattern, auspicious cloud pattern, bat pattern, fish pattern, the meaning is beautiful, gentle and smooth. The "Chinese Red" with the most Chinese characteristics contains many auspicious elements into a bowl, expressing the good wishes for peace and prosperity and happiness of the homeland.

With China's "Hehe" culture as the theme and "HeheHu" as the main creative element, this is the biggest breakthrough in the innovation and design of the "Huyue Spring Bowl". Sun Qingping, a master of Chinese ceramic art, said, "Hehehu" wears "harmony and harmony" on his head, and the mouth is pressed to win money, which means to suppress the blessing of the people and attract wealth and fortune. Its image has been artistically treated, cute and cute, lively and elf. Two small paws rest on the edge of the bowl, as if crouching on the top of the mountain and white clouds, admiring the beautiful world, ready to jump into the lives of the people.

Art sings for the times, and the times and traditions blend. On the "Huyue Spring Bowl", from the theme, shape, ornamentation to color, the overall reflection of the Chinese people's deeply rooted view of the times. Inheriting the roots of traditional Chinese culture, "Huyue Spring Bowl" is a bowl of blessings, a bowl of protection, a bowl of peace, and a bowl of fortune; expressing the ideals of life of the Chinese people, "Huyue Spring Bowl" conveys Chinese the unique cosmology of the unity of heaven and man, the view of the world of harmony and all nations, the concept of harmony and different countries, the harmonious family concept of Qinse, and the moral concept of kindness of the people.

"The life journey of 'HeheHu' has just begun, and we hope that it will grow into an image of the times with good looks, blessings and strength." Ren Ge, brand director of Huaguang Guo porcelain, analyzed the symbolic value of "Hehehu" in this way.

When culture and art, the spirit of the times, and ingenuity and craftsmanship are integrated, the Xiaochun Bowl transcends folk gifts in the ordinary sense and becomes a public collection with distinct characteristics of the times. A stamp and a gold coin from decades ago have increased by dozens or hundreds of times. "Huyue Spring Bowl" material is made of natural mineral bone porcelain, decorated with high-gloss lead-free glaze, high-temperature glaze in color and other world-leading technologies, with pure hand-painted gold painting process, national masters jointly designed, after six times of calcination, more than 70 processes of production, a one-time collection of all the elements of the public collection of classics.

Big feelings in a small porcelain bowl

Dreams are connected to feelings. Dreams with feelings can be carried out steadily and far.

The 2021 CCTV Spring Festival Gala brought Su Tongqiang a dream, and a year later, the dream came true, and the "Tiger Yue Spring Bowl" made by Huaguang Guo Porcelain finally appeared on the CCTV Spring Festival Gala of the Year of the Tiger.

It seems that the wind is light and the clouds are light, the water is natural, the twists and turns behind it are difficult, and the dream experience is deep. Su Tongqiang said emotionally after the press conference of the "Huyue Spring Bowl" held on December 30, 2021: "Huaguang has a dream, and this dream is the dream of the revival of contemporary Chinese ceramics. With the release of the Spring Bowl today, we are a big step closer to this dream. ”

It turns out that the dream is the support and direction of the "Tiger Yue Spring Bowl" incubation. For the launch of cultural and creative products in the Year of the Tiger, Li Qiong, chairman of CCTV Zhongshi Industrial Group Co., Ltd., said that diversified cooperation, multi-dimensional exploration, and win-win cooperation are the common dreams of Taiwan Cultural creation and partners in various industries. This profoundly clarifies that cultural inheritance and innovation have become the mission, responsibility and responsibility consciously fulfilled by national media platforms and industry leaders.

Deep in the dream is emotion. Su Tongqiang helped his father make porcelain bowls when he was seven years old, and his father told him that our ancestors have lived on porcelain bowls for generations, and we must do a good job. After joining the army and entering the factory, he was dry ceramics, and he worked for 40 years. At the age of 28, he served as the deputy director of Boshan Ceramics Factory, at the age of 29, he served as the party secretary and deputy director of Zibo Industrial Ceramics Factory, and since the age of 32, he has been the chairman of Huaguang Guo porcelain. He is accompanied by a group of ceramic people of his age, ceramics is their greatest hobby, they use their life and patience to stick to a dream.

In the 1990s, HuaguangGuo Porcelain experienced a brief period of glory and fell into trouble with the overall decline of the industry. At that time, 80 million mugs were exported to the United States a year, and the price dropped again and again, and the price of one cup was less than 2 yuan when the lowest price was less than 2 yuan. One year, Su Tongqiang and the designer went to Europe to investigate, and saw a lot of ancient Chinese precious porcelain in the museum, but when they came to a high-end shopping mall in France, their hearts sank, and european porcelain accounted for almost half of it, and there was no Chinese porcelain. They hadn't gotten close to the porcelain yet, and a few waiters came over to signal not to move! The contemptuous gaze of that time is still imprinted in his mind.

Returning with humiliation, Su Tongqiang made a grand vision and solemnly declared in the whole company that he must do his part to revive Chinese ceramics and let Chinese ceramics return to the center of the world stage as soon as possible. At the darkest moment, Huaguang resolutely adjusted its development ideas and put forward three unswerving: unswervingly taking the road of brand management, unswervingly taking the road of independent innovation, unswervingly taking the road of fine management, and changing from relying on quantity, scale and low-cost competition to taking the road of high-quality, high-end and efficient development.

To make the best ceramics in the world, first pass the material level. The material is the foundation of porcelain and the key to determining the quality of porcelain. Huaguang has successfully developed natural mineral bone porcelain in more than three years, and the indicators are better than those of animal bone porcelain in Europe. It took three years to develop Hua Celadon porcelain, which is the cyan color naturally formed by the body in the kiln firing process, from the inside and outside, more crystalline and lustrous than traditional celadon porcelain.

Catching up and surpassing, Huaguang Guocera has entered a new track of brand building and cultural innovation, and every year's development has shocked the performance of the industry. Beijing APEC Summit, SCO Qingdao Summit, "Belt and Road" International Cooperation Summit Forum, Beijing World Horticultural Expo, Asian Civilization Dialogue Conference, Huaguang is selected for the conference with new materials, new works and new designs. Hua celadon is collected by the British royal family and the Louvre Museum in France, and many world-famous ceramic companies hope to cooperate with Huaguang in depth, which shows the exquisite standard and cultural value of Chinese contemporary ceramics.

With the birth of the "Huyue Spring Bowl", Su Tongqiang felt that the revival of ceramics was becoming more and more sufficient. From the perspective of brand development law, the production of any world-class brand is closely related to national influence. In a great era and a strong country, Huaguang Guo Porcelain adheres to the national industrial feelings and strives to lead the rejuvenation and transcendence of China's contemporary ceramic industry.

The brand code for "Bowl" Road overtaking

"Tiger Yue Spring Bowl" debuted the hottest sketch of CCTV Spring Festival Gala, Hua Guangguo Porcelain and CCTV Station Cultural and Creative Joint Cooperation, the first reaction of those who do not know the truth is: How much does it cost? Huaguang Guo porcelain's brand "gold content" is really high!

This reaction represents some people's doubts about the marketing of Huaguang Guo porcelain brand. As a representative enterprise of Zibo's industrial transformation and upgrading, the brand operation of Huaguang Guocera is not only difficult for outsiders to see clearly, but also may not be fully understood by insiders. Chairman Su Tongqiang said that when he walked to the frontier, the passers-by had no way to turn back, and could only grope forward.

Just as looking at the "Spring Bowl", some people see "smashing" money, while Huaguang sees the opportunity and influence brought by the platform to the brand, and sees the awakening of traditional culture and the revival of ceramic culture.

"Spring Bowl" landed on CCTV Spring Festival Gala, huaguang national porcelain brand was chased, pushed to the "outlet". As soon as the "Tiger Yue Spring Bowl" press conference ended, news information published by major media in central provinces and cities, platforms such as "Today's Headlines" and "Baidu" sprang up. After the official debut of the Spring Festival Gala, Shandong elements and "Tiger Yue Spring Bowl" were quickly searched by the audience, and Shandong culture and Huaguang National Porcelain were instantly immersed in boundless warm attention. The attraction of feelings and the active attention are undoubtedly difficult for money to achieve for the promotion of corporate brands and urban brands.

Taking advantage of the strong launch of the "Huyue Spring Bowl", Zibo City and China Television Industrial Group opened a strategic cooperation to jointly create urban cultural IP with the research and development and promotion of cultural and creative products as the core. This is an innovative attempt by Zibo to continue to deepen the construction of urban cultural brands, and it has also injected new momentum into the construction of Zibo's "five good cities".

The super debut has brought about the brand's popularity, and Huaguang Guo porcelain has created an industrial phenomenon and cultural phenomenon. Brand traceability, cultural roots, quality exploration, precision marketing, Huaguang has been steadily promoting the shaping of brand spirit over the years.

Small Bowl Avenue, Avenue to Jane. 30 years ago, Huaguang did not have a brand, and 30 years later, Huaguang brand is very hard. No matter how big foreign enterprises buy Huaguang porcelain, they must still abide by the rules of Huaguang. The CEO of a world-famous german ceramic brand brought the purchasing director to Huaguang to "ask the teachers" and asked why Huaguang porcelain did not sell to them? Su Tongqiang said that it is not that you don't want to sell, it is that you want me to post your brand, I will not do it. The price of this cup is very high, 50 euros a piece, not less than a penny.

When the adherence of the brand becomes the conscious behavior of the enterprise, the growth of the brand will naturally enter the ecological situation of natural progress. Focus on its own brand, resolutely do not do OEM. Ingenuity to create fine products, products out of the factory excellent rate of 100%. When the brand and marketing are in conflict, never use sales to kidnap the brand. In recent years, Huaguang creative design of the National Color Tianzi, Qianfeng Cui, Silk Road Huaqing, National Porcelain Family Banquet, National Porcelain Tea Road and other series of products, are carefully created in accordance with their own brand rules, as soon as they are listed, they have won the favor of customers and sold well.

The vision and temperament of pursuing the brand spirit make Huaguang have extraordinary intuition and grasp ability when major marketing events arrive. At the end of 2021, the ceramic industry was the first high-speed railway named Fuxing, and it began to cooperate with important media platforms such as CCTV and Xinhuanet five years ago. The communication and cooperation of these projects is complex and long, huaguang from the brand long-term development strategy, always waiting for the best cooperation opportunities to appear, never rushing to make quick profits, eager to achieve. The cost of special porcelain marketing at the 2018 SCO Summit seriously exceeded the budget, but Su Tongqiang saw that this was a once-in-a-lifetime opportunity and decisively made the decision to increase brand marketing efforts.

A "Spring Bowl" that bloomed at the CCTV Spring Festival Gala, a "Spring Bowl" that marched on the road to the revival of traditional culture, and a "Spring Bowl" that led Chinese ceramics back to the center of the world stage.

The rhythm of the times, the revival of culture, the return of the "Spring Bowl", the scenery is unlimited.

Source: Zibo Daily/Zibo Evening News/Expo News