The Spring Festival Gala became popular, "Only This Green", after entering the consumer goods industry across borders, also showed a strong brand appeal.
On the 9th, China Oriental Performing Arts Group and China Shaoxing Huangjiu Group signed a strategic cooperation agreement to launch the joint model of "only this green and only this green jade" in Guyue Longshan. Shaoxing rice wine brewing technology is china's first batch of intangible cultural heritage, with a history of more than 7,000 years, and Guyue Longshan is the inheritance base of this intangible cultural heritage. Previously, this dance drama has cooperated with Great Wall Wine, Bamboo Leaf Green Tea, and Geely Automobile.
Through the seven chapters of "Exhibition Volume, Asking Seals, Singing Silk, Searching for Stones, Learning Brush, Quenching Ink, and Entering Paintings", "Only This Green" tells the story of a young researcher of the Forbidden City who "crossed" back to the Northern Song Dynasty and "peeked" at the painter Wang Ximeng's creation of "A Thousand Miles of Rivers and Mountains" from the perspective of "exhibition volume people". Before boarding the spring festival gala stage, the fragment of "Only This Green" was unveiled in "National Treasure" and the New Year's Eve Party of Station B, and the dance drama set off a "green fever" of "one ticket is difficult to find" everywhere it went.
Taking advantage of this boom, in addition to authorizing consumer brands, the producer of "Only This Green" has also carried out the development of a series of cultural and creative products.
At the beginning of March, the first stop of this year's second round of national tour, Haikou, the dance drama was staged at the Hainan Provincial Song and Dance Theater, and the audience hall also opened a peripheral product counter. Spectators flocked to buy cultural and creative derivatives such as thermos cups, scented postcards, multi-layer folders, notebooks, silk scarf headbands, velvet bags and so on. The sales staff member said: "It's so hot! About 500 pieces of each product were prepared and were quickly sold out. ”
Previously, China Oriental Performing Arts Group, together with Damai and Lingjing Culture, launched the "Only This Green" digital collection commemorative ticket, selected 5 stills and 1 calligraphy inscription, designed 6 commemorative tickets, and sold a total of 24,000 tickets. At 12:00 and 14:00 on March 3, two batches of tickets were sold simultaneously on Alipay and Taobao, and more than 100,000 people snapped up online, and the seconds were sold out on the line.
At the right time of the national tide, the popularity of traditional cultural IP may not be difficult, but the difficulty is how to continue this circle breaking, and at the same time obtain rich social benefits, it can also maximize the realization of economic benefits. And this is often a difficult problem in front of literary and artistic workers.
The Forbidden City cultural creation has been exposed to sell 1 billion yuan a year (RMB, the same below), Gong Wangfu "Fu" culture has created a year of cultural and creative consumption income of 120 million yuan, Henan Museum's archaeological blind box online and offline repeatedly out of stock, a box is difficult to find, these cases are born out of the thick traditional culture, through creative design, condensed into the public's favorite IP image, and then successfully leveraged market demand, into a virtuous circle of development stage.
Some media found that around the "Only This Green", China Oriental Performing Arts Group Co., Ltd. has applied for a series of trademarks covering education and entertainment, fitness equipment, office supplies, daily chemical supplies, etc., and the relevant peripheral IP is being actively constructed.
There is no doubt that the IP business potential of "Only This Green" is huge. Jing Xiaoyong, chairman of China Oriental Performing Arts Group, told reporters that the cooperation between "Only This Green" and the brand is becoming more and more abundant and more mature, "which fully shows that our performances have gradually moved from the stage to life, and have begun to move from art on the stage to art in life, realizing the organic integration of art and life." This integration is unprecedented and of valuable practical significance. ”
Text/China News Network reporter Ying Ni
Editor/Cui Wei