"The culture of the Chinese nation, which has evolved over thousands of years, was created in the world of Zhao and Song dynasties." Chinese culture is both historical and contemporary; It is both national and worldly.
In the territory of Chinese culture, there is the magnificent Tang Dynasty culture, and there is also the restrained and elegant Song Dynasty culture. The Song Dynasty is a historical period of high socio-economic, political, scientific and technological, and cultural development of China's feudal society after the Tang Dynasty, and is another peak in the history of the development of Chinese culture, as the capital of the Northern Song Dynasty, the Northern Song Dynasty culture it represents, with rich heritage, profound thoughts, magnificent momentum, and brilliant colors, pushes the long-established national culture to the peak, and the aesthetics of the Song Dynasty are the highest peak of Chinese aesthetics, and also the key period of Chinese aesthetics and oriental aesthetics. It was also the eclecticism and diversity of Song Dynasty culture that opened up the continued prosperity of Chinese culture and art in later generations.
"The Twelve Hours of Beijing" is the first new ORIENTAL aesthetic IP in China creatively created by the people under the People's Daily, with the aesthetic culture of the Song Dynasty as the background, the "Wind And Ya Song" as the spiritual wind mark, the integration of modern aesthetic tastes, and the return of historical dynastic culture to modern life with a new attitude, which not only conforms to the general trend of the return of traditional culture, but also keeps pace with the times to promote the brilliant Song Dynasty culture to great development and prosperity.
The Twelfth Hour of Beijing opened a new cultural era with the winds of the Song Dynasty
Song Dynasty culture, candles shining for a thousand years. The "Twelve Hours of Beijing" IP takes the Song Dynasty, one of the cultural peaks of ancient Chinese history, as the background, with the "Yu Meiren", "Qingyu Case", "Bi Window Dream", "Meet and Greet", "Drunken Flower Yin", "Ru MengLing" Six familiar Song word brand names, the time sequence is clearly divided into a day of the Song people, creating six song cultural scenes, and presenting exquisite pictures such as Song Dynasty aesthetics, makeup, clothing, tea art, and games in many aspects, leading people to experience the most beautiful Northern Song Dynasty through the millennium.
The Song people have the heaviest sense of ceremony, burning incense and lighting tea, arranging flowers and hanging paintings, playing the piano and playing the flute... Feng Ya yun is the way of life of the Song dynasty doctors. "The Twelve Hours of Beijing" shows the daily life of Song culture in The capital city from the imperial city down to the city, from "scattered music, miscellaneous dramas, dance postures, Song words, blowing pipes" to show the multi-dimensional beauty of the traditional culture of the Song Dynasty, depicting the Song Dynasty people's clothing, food, housing, work, entertainment and social pictures, not only the "elegant rhyme" as the unique connotation of the Song Dynasty aesthetics, but also reflects an open, diverse and inclusive cultural mentality, and it is this cultural mentality that has achieved the cultural prosperity of the Song Dynasty. Song culture embodies the Chinese national spirit of patriotism, courage to innovate and self-improvement, and the noble realm of life, healthy aesthetic taste, and elegant life culture contained in song culture are also in line with the "people's yearning for a better life" in china today.
The "Twelve Hours of Beijing" opened a new wave of Song style and ancient rhyme in the new era, making the Song Dynasty culture an important part of China's excellent traditional culture, and creating a national cultural identity with Chinese style and era recognition.
Pass-through marketing boundaries to create a domestic scene-based cultural theme IP
The "Twelve Hours of Beijing" cultural IP created by the people, with "IP + content + new scene" as the development path, and the reshaping of the cultural scene to create new consumption opportunities, is not only a new innovation in the domestic IP market, but also a trend. In the context of the new era of culture, the cross-border marketing of IP has become more and more in-depth and diversified, and now the "Twelve Hours of Beijing" on the basis of fully excavating the connotation of IP culture, in addition to cross-border marketing cooperation in the field of cultural derivatives, it is more hoped that through the identity of the narrator of Song Dynasty culture and the restorer of Song-style scenes, with immersive, scene-based marketing play, output cultural concepts and cultural values, pay more attention to the virtuous circle of commercial value and cultural value, and constantly explore more new marketing models.
Through a series of "scene-based" explorations, the "Twelve Hours of Beijing" IP will extend the cultural core of the Song Dynasty from commodity co-branding to the creation of offline space, the creation of audio, video and film and television works, the development of script killing and deductive entertainment projects, the integration of urban characteristics of ancient style blocks, and the holding of immersive national tide and national style activities, so that high-quality cultural IP cross-border symbiosis, so that national tide enthusiasts have a richer and three-dimensional marketing experience. "Twelve Hours of Beijing" will focus more on many content businesses such as film and television, games, literature, animation, music, etc., and call on digital tools such as cloud, AI, and digital collections to build a new digital cultural IP ecosystem.
Song Dynasty culture bumps into modern technology "Bijing Twelve Hours" digital collection is about to appear on baidu APP
In the digital age, the value of IP has been given greater vitality, and digital collections have brought a new value capture dimension to cultural communication, which can enable IP to create new value in the popularity of cultural communication.
On April 29, "The Twelve Hours of Beijing" will for the first time on the Baidu APP platform to release a limited edition of the two digital collections of "Yu Meiren" and "Qingyu Case", a total of 20,000 copies, based on baidu super chain, these unique scenes belonging to the aesthetics of the Chinese Song Dynasty, will be recorded for a long time in the form of digital collections, long-term inheritance.
Afraid Lang guessed that slave noodles are not as good as flower noodles. Cloud sideburns, disciples should teach Lang Bi and see" - Song Li Qingzhao," Minus Magnolia Flowers Selling Flowers on the Burden. "Yu Meiren" represents the first time period of the "Twelve Hours of Beijing" - "Meishi", which is based on the background of the morning grooming of women in ancient times, showing that Women of the Song Dynasty love beauty and are beautiful "relict and independent". "When the window straightens the clouds, the mirror appliqué is yellow" is the Pursuit of Beauty by Song Dynasty women, who regard beautiful clothing and makeup as a joy of life.
In the Song Dynasty, the hairpin flower became a social fashion, and the mainstream of society determined the aesthetic destination and spiritual identity of the whole people, which was a styling highlight with a unique charm in the long river of history. The woman reflected in the mirror is as beautiful as a flower and as clear as water, which is not only the yearning of the women of the Song Dynasty, but also the pursuit of beauty by women in the new era.
Pointing out the rivers and mountains and stirring up the text, every northern Song Dynasty literati and inker expressed his political views and lofty ideals through brushstrokes, and waved his words on the book, leaving not only countless poetry masterpieces, but also leaving behind relics such as "a thousand miles of rivers and mountains". Chinese culture is as calm and solemn as a green mountain, and with the passage of time, it has continuously recorded new historical achievements, which are the traditional cultural treasures left by the "Qingyu Case" and the national spirit it symbolizes, which has a long history.
As a cross-border integration platform focusing on the field of culture and creativity under the People's Daily, People's Creative constantly promotes the development of emerging cultural industries, so that culture is no longer stuck to the objects that are displayed and disseminated, but conforms to the development of the cultural industry, the trend of the proposition of the times, and the changes in the scientific and technological environment, which puts forward new requirements for the creation of cultural IP, and through the creation and operation of cultural IP, let China understand history and let the world know China.
The creation of the "Twelve Hours of Beijing" IP will become a good recipe for the prosperity and brilliance of the ancient capital of the millennium to integrate into the new era, so that the long-standing traditional culture has a new "way to open", and become the driving engine for activating cultural integrity and innovation.
The correct way to open the digital collection of "Twelve Hours of Beijing":
On April 29th, the "12 o'clock in Beijing" Yu Meiren Word Plate Digital Collection will be released at 10:00 a.m., and the Qingyu Case Word Plate Digital Collection will be released at 14:00 p.m., with a limited edition of 10,000 copies per collection. Users can search for "12 Hours of Beijing" directly to the digital collection page on the Baidu APP to make collection purchases, and this sale is only open to Android mobile phone users. Based on Baidu super chain technology, each digital collection has a unique, immutable, real-time verifiable ID, which is a rare collection that every culture lover can have.
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