Oriental aesthetics are out of the loop again
"Only this green" has a double harvest of word-of-mouth popularity
At the end of January 2022, the dance poetry drama "Only This Green" jointly produced by the Palace Museum, China Oriental Performing Arts Group Co., Ltd. and People's Network Co., Ltd. was selected on the Spring Festival Gala of the Year of the Tiger, and the light and flexible dance posture of the dancers in the program was integrated into the landscape paintings, telling the traditional Chinese culture. Despite being across the screen, many viewers experienced a theatrical immersion during the viewing process. The program has also become the most amazing stage for the Spring Festival Gala of the Year of the Tiger, achieving a double harvest of popularity and word of mouth. Up to now, the media exposure of "Only This Green" has reached the level of 10 billion, becoming a veritable phenomenon-level masterpiece in 2022.
"Only This Green" is based on the ancient famous painting "A Thousand Miles of Rivers and Mountains" by the late Northern Song Dynasty painter Wang Ximeng, and the choreography emphasizes the delicacy and softness of a classical dance, with a rhythm of one movement and one setback, showing the calm and restrained temperament of the Chinese nation. It will put the beautiful picture of the country on the stage, while using modern technology to create a cloudy landscape, when the water waves in front of the stage ripple, the green mountains become the reflection of the water, a real and a virtual interplay, wonderful. "Only This Green" truly performed Wang Ximeng's "A Thousand Miles of Rivers and Mountains", realized the perfect blend of classics, humanities and science and technology, and not only carried forward traditional culture, but also greatly enhanced the self-confidence of national culture.
Traditional culture empowers brands
Joint cooperation has become a new trend
From Henan Satellite TV's "Tang Palace Night Banquet" at the Spring Festival Gala to CCTV's "Only This Green" at the CCTV Spring Festival Gala, the innovative expression of traditional culture is highly sought after by the audience, especially loved by young people. In order to cater to the preferences of the Z era, the creation of co-branded products has gradually become a popular marketing direction for various brands, trying to activate social traffic and produce a cargo effect. For example, "Tang Palace Night Banquet" and Nestlé, Hungry Mo and other brands have cooperated to launch joint products, but in the absence of more attractive elements, frequent joint cooperation will aggravate consumers' aesthetic fatigue and reduce consumer desire, so most of the joint products of "Tang Palace Night Banquet" IP have a flat response and fail to achieve the real circle-breaking effect. The cooperation between Dunhuang Museum and the e-cigarette brand Bode has been criticized by the official media because of its tendency to mislead the values of young people, which has triggered a negative reputation, and the value of the Dunhuang Museum brand itself has also been greatly reduced. Behind the cooperative rollover, it precisely reflects the imbalance of the brand effect. Traditional cultural IP needs to choose brand cooperation with concept fit and positive value in order to achieve the effect of joining forces and achieving a win-win situation.
Since the success of "Only This Green" has been out of the circle, "Only This Green" has also become a strong IP with influence and appeal, the brand value has soared, and the advertising invitations have continued. Before the Qingming Festival, the green tea brand "Zhuyeqing" from Sichuan jointly launched a new spring tea product and broadcast a promotional video under the joint name of "Only This Green". The Geely brand CMA high-end series China Star also formally reached a strategic cooperation with "Only This Green", focusing on the exploration and integration of "automotive technology and traditional culture".
Automotive technology × traditional culture = out of the circle cheats?
Different from the rigid patchwork of technology and cultural concepts in the past, it is not just a simple slogan. When the cooperation between Geely China Star and "Only This Green" focuses on the exploration of "automotive technology and traditional culture", the launch of the "China Star & Only This Green Peripheral Co-creation Competition" means the full opening of the collision of modern and traditional. In the whole process of car design, peripheral development, experience interaction, etc., this concept will be more touched into the lives of users, so that the integration of technology and culture can infect more young people, which may be the "out of the circle cheats" that perfectly integrate the two.
Concept sharing: traditional culture and modern aesthetic connection
"Only This Green" maximizes the meaning and freehand of Chinese ink painting, and the dancers transform into flowing mountain and river images in the form of their bodies, paint the beauty of thousands of rivers and mountains with dance, and dye the colors of landscapes with the color of clothes, opening the "prelude to beauty" for the audience. Geely's "China Star" is named after China, and since the beginning of its listing, it has shouldered the mission of "fighting for the value of Chinese automobile brands" and dared to face the world's mainstream automobiles with "high value". The beauty of "Only This Green" is that the beauty is dare not to fall behind, boldly placing the majesty and femininity of the landscape in the same picture; the beauty of the "Chinese Star", the beauty of daring to break through the stereotypes, decorating the ink color on the car, giving the beauty enjoyment with smooth lines, so that the traditional beauty and modern aesthetics shine between the size of the car.
It takes courage to break down the inherent definition of value. "Only This Green" will put thousands of miles on the stage, paint in all shapes, let the cheers become the answer; "China Star" will achieve the quality to the extreme, so that the purchasing power of consumers becomes the best recognition of the brand. It is understood that since 2017, Geely Automobile has won the annual sales championship of Chinese brand passenger cars for five consecutive years, and the total sales volume of the China Star high-end series has exceeded 320,000 vehicles.
Audience unity: youth culture is backed by self-confidence
The rejuvenation of consumer subjects has brought about a great change in consumer preferences and concepts. When the generation that grew up in the period of China's economic take-off became the dominant player in the market, the young people's respect for traditional culture became a new market vane. In recent years, the national style has become the "favorite" of young people, from groceries to clothing and clothing, domestic products have become a new symbol of decorating young people. At the same time, from the Hongxing Erke who "saw the truth in hardships" in henan dashui to the recent white elephant that "would rather starve to death than accept a penny of foreign capital", it can be seen that behind the explosion of domestic products out of the circle is the shining of China's traditional cultural values. In the real personal experience, the young people may more deeply realize that traditional culture is not high and low, not an empty meaning output, but a praise for the beauty of tradition full of affection for "Qu Gao and the crowd".
For the turbulent market that changes at any time, the traditional celebrity endorsement has become a stylized ordinary content, and the support and consumption of the fan group cannot support the brand's follow-up efforts to a large extent. Therefore, abandoning ordinary endorsements and letting traditional culture as a cloak for propaganda may be more in line with the wave of "domestic products". The combination of "China Star" and "Only This Green" is to inherit the core of traditional Chinese culture with the help of modern science and technology, integrate "dare to be" and "dare to innovate", and embrace and attract more young people with diversified innovative interactive ways. When the core of traditional culture becomes the continuous driving force to support the development of the brand, such a product core rich in "Chinese romance" may be able to attract more young people, and the recognition of the youth group that pushes the national style to its peak will also lead the market to carry out deeper changes.
Innovative inclusion: Modern technology pays tribute to traditional culture
"No name and no money, only this one volume; green for a thousand years, mountains and rivers are boundless", the famous painting "A Thousand Miles of Rivers and Mountains" has conquered the hearts of tens of millions of viewers with the traditional Chinese aesthetic connotation full of philosophical ideas, which is not only the inheritance and expression of traditional culture, but also the innovation of traditional culture. Through XR (a real and virtual combination of computer technology and wearable devices, a human-computer interaction environment, which is a collective term for AR, VR, MR and other forms), holographic and other scientific and technological means, the team behind the scenes has put the majestic Jiangshan picture scroll on the stage, presenting a moving scene in the painting and the emotion in the painting. Here, traditional culture inserts the wings of science and technology, so that the world can see the beauty of China.
Paying tribute to traditional culture with modern science and technology and rendering the power of products with "green beauty" is also the core of the value resonance of the two. The car is only a means of transportation, but when culture is injected into the core of the "Chinese star", it becomes a "flesh and blood body" rich in traditional heritage, leading every user to gallop in the artistic conception of integration, immersed in the beauty of the collision of traditional culture and modern technology.
Blunt integration can not bring the trust and support of consumers, modern technology in a more resonant way to build a bridge of communication between the two sides, although the two are different fields, but their core is unexpectedly the same, technology and culture-led innovation resonance in the short stage, turbulent market are harmoniously unified.
Look at the rise of traditional culture under the blue and green of green shirts
Cross-border cooperation - the secret of breaking the circle
In the past ten years, with the diversification of consumption and the wide recognition of national culture, consumers have given more and more trust to domestic brands, and many domestic brands have taken advantage of this traditional culture to achieve the turnaround of their own corporate sales, and even re-become a bridge between Traditional Chinese culture and modern consumer demand under this opportunity, and realize the reconstruction of their own brand connotation. In this process, corporate brands and traditional culture help each other, and national brands expand the audience of products by being rooted in China's long-standing cultural environment, based on China's unique consumption habits and markets, empowering cultural communication with the help of science and technology, and constantly building their own circle-breaking paths from bottom to top, integrating traditional Chinese elements. The traditional culture is old wine into new bottles, with more suitable for young people's expression forms and more diversified communication channels, so that the deep cultivation of traditional cultural creation is no longer nameless, breaking the "wine aroma is also afraid of deep alleys" the spread dilemma.
The strategic cooperation between Geely brand CMA's high-end series And China Star and "Only This Green" highlights the poetic and picturesque design of the green and green dyeing car, so that the collision of modern technology and oriental aesthetics triggers a unique chemical reaction.
Interactive experience - the participation of the whole people to help the brand communication
As the indigenous people of the Internet, Under the interactive characteristics of the Internet, Generation Z is more willing to participate in the generation and distribution of content than the previous one-way transmission mode, deconstructing official discourse and disseminating their own cultural memes with their own unique perspectives.
At present, the "China Star & Only This Green Peripheral Co-creation Competition" has been fully opened online, in addition to the integration of the "only this green" element around the design of the car and the surrounding development, Geely Xingrui also takes this as an opportunity to actively call on more users to participate in the diversified promotion of traditional Chinese culture. Incorporating consumers into the process of rebranding and cultural innovation, maximizing consumer enthusiasm for participation, and embracing Generation Z in a more diversified and interesting form of innovative interaction can not only strengthen the connection between consumers and brands in a more in-depth manner, but also stimulate the vitality of national innovation, explore new paths for the integration of traditional culture and modern science and technology, and realize a virtuous cycle of mutual improvement of cultural value and brand value based on the new positioning of "technology + traditional culture", create brand IP, and help brand communication.
The China Story – Breaking Down Cultural Barriers to Promote External Dissemination
In 2021, Geely Automobile's cumulative export volume reached 115008 units, an increase of 58% year-on-year. With Chinese products going abroad, Chinese enterprises have also become an important subject to telling Chinese stories and spreading Chinese voices, not only to take their own interests as the foothold of marketing communication, but also to reflect the brand concept and core values of domestic brands.
Previously, Geely Automobile and Sanxingdui Museum launched the "Spark Project" to pay tribute to civilization with science and technology and show the charm of Chinese civilization to the world. Whether it is the "Spark Project" or "Only This Green", Geely does not simply reproduce the traditional culture, but integrates the beauty of culture into the brand DNA, with science and technology to the United States, so that the culture to the new, so that the Chinese traditional culture with Geely modern technology to the world with a different era of expression to tell the Chinese story, spread the Chinese voice. It can be seen from this that Geely's ambition is not only to spread through traditional cultural marketing, but also to tell the world in a digital way about the beauty of China's millennium across time and space, so that the unique beauty of the East can break through cultural barriers and be seen by the world in a more vivid form.
As China gradually moves to the center of the world stage, different cultures will inevitably fall into a crisis of legitimacy under the purification of national culture, And Chinese brands should recognize their own positioning in this era of deep integration, just like Geely Automobile, strengthen cultural self-confidence, deeply cultivate traditional treasures, innovate forms of expression, show Chinese strength, let Chinese culture go to the world, and let China's "wisdom" be made all over the world.
About "Upstream Automotive and Brand Marketing Research Center"
"Upstream Automobile and Brand Marketing Research Center" has been focusing on brand communication and marketing dynamics in the automotive industry for many years, uniting experts and scholars in the field of automotive industry and marketing communication to gain insight into the dynamics of brand communication in the automotive field, study classic case studies, refine automotive brand communication thinking, and empower automotive brand commercial communication.
Upstream News Fu Rong Correspondent Zeng Hang Wu Menghan Yang Yunxuan