This year's November Golden Week "double festival" congratulations, the national tide consumption fever once again set off. MINISO's "China Intangible Cultural Heritage" new series and intangible cultural heritage theme store were both launched before the National Day, conveying the core concept of "intangible cultural heritage will not disappear if someone uses intangible cultural heritage" in an intangible cultural heritage themed atmosphere full of oriental charm, setting off a wave of intangible cultural heritage for the whole people to continue to write intangible cultural heritage. The launch of the new national tide IP "China Intangible Cultural Heritage" series together with three national intangible cultural heritage inheritors is another remarkable move by MINISO to renew traditional craftsmanship after officially announcing the launch of the "Global Development Plan for Chinese Cultural Innovation" with the Xinhua News Agency client at the brand strategy upgrade press conference at the beginning of the year.
Chinese famous creations continue to write Chinese intangible cultural heritage, and traditional innovation ignites the "double festival" trend of consumption
Classics are trendy, and tradition is right. From national fashion costumes to national tide parties, the stirring and innovation of traditional culture and trend culture have become popular. MINISO's "China Intangible Cultural Heritage" series has carefully created a total of 13 SKUs, covering aromatherapy, cultural creativity, pets and other categories, so that the beauty of intangible cultural heritage can be truly integrated into the life of fireworks.
In the "Chinese Intangible Cultural Heritage" series, beautiful and elegant women's books are transformed into exquisite accessories to decorate hair; Lifelike kites blend perfectly with cute pets; The exquisite paper-cutting is also available in the "coloring card" version, and everyone can experience the charm of the art of paper-cutting... Through the integration of tradition and innovation, this series provides another book for the daily, interesting and trendy expression of intangible cultural heritage.
Xi'an is the starting point of the ancient Silk Road, which carries trade between East and West, and is also an important area for jointly building the "Belt and Road" initiative. It is not only a thousand-year-old capital that precipitated Han and Tang culture, but also a trendy landmark that gathers fashion and youth, and has become a must-compete place for countless influential brands to enter the northwest consumer market. Xi'an City Image Store is MINISO's deep cultivation layout for Xi'an's strong historical and cultural atmosphere and consumer market, as early as the opening in June this year, it set off a wave of national tide culture check-in craze. The store has been renovated into a Xi'an intangible cultural heritage theme store, setting a new one-day high in the Mid-Autumn Festival and National Day holidays, and its sales increased by 249.5% compared with before the holiday, adding another fire to the trend consumption of Datang Sleepless City.
From September 27 to September 29, MINISO also set up a cross-screen interactive installation of "Disappearing Women's Book" in Xi'an Datang Sleepless City, inviting visitors from all over the country to participate in the continuation of the Nüshu version of "Mulan Poem", so as to convey the theme of "some people are continuing to write intangible cultural heritage, so that intangible cultural heritage will not disappear". According to statistics, a total of 2,748 people participated in the installation during the event, and #1,000 people on the streets of Xi'an continued to write women's books#topic even occupied the first place in the Sina Weibo Xi'an city list, with more than 160 million topic views, helping intangible cultural heritage culture to further enter the "homes of ordinary people".
During the National Day, the women's book version of "Mulan Poem" was also displayed on the big screens of the four landmarks of Xi'an Big Wild Goose Pagoda, Shanghai Huaihai Middle Road, Guangzhou Beijing Road, and New York's Times Square, showing the world the power of Chinese women through thousands of years and letting the world see the beauty of China's intangible cultural heritage. #Continue to write intangible cultural heritage has me a #Sina Weibo topic once occupied the forefront of the National Day Weibo hot search list, with more than 300 million views and 83,000 discussions. In addition, topics related to Douyin and Xiaohongshu platforms have also exceeded 15 million exposures.
Join hands with Xinhua News Agency to tell the globalization story of Chinese brands
As a home-grown Chinese brand, since 2019, MINISO has set its sights on the development of national trendy products, integrating traditional cultural symbols and Chinese aesthetic spirit into the trend of life, constantly exploring the IP value of Chinese culture, and combining traditional culture with popular culture in the social way that young people are keen on, driving products with scenes and promoting consumption with content.
MINISO has successively cooperated with the Palace Palace and court culture to create the "Oriental Aromatherapy" explosive series; Join hands with Shenzhen Illustration Association, Tanggong Cultural and Creative Industries, and China Aerospace and Space Innovation to build the first "MINISO National Chao Moon", bringing a cultural feast with creativity and fun with diversified check-in interactive activities; Launched its self-designed IP Chinese panda "Peach Season" series and so on.
In order to further help China's cultural innovation and "blow" the wind of the national tide to the world, in February this year, MINISO and Xinhua News Agency client jointly created the "Chinese Cultural Innovation Global Development Plan". As one of the important landing projects of the plan, MINISO's "China Intangible Cultural Heritage" series focuses on intangible cultural heritage that is relatively rare in the relatively niche area, and joins hands with three inheritors of representative items of intangible cultural heritage, namely China Paper Cutting-Fu Zhao'e, Cao's Kite-Kong Lingmin and Jiang Yongnushu-Hu Meiyue, to innovatively integrate the three intangible cultural heritage skills into the products of daily life trends, and give traditional intangible cultural heritage crafts a new vitality through "beautiful, fun and easy-to-use" Made in China. Let intangible cultural heritage be known and loved by the public through creative and interesting product carriers and touching marketing events.
Ye Guofu, Chairman and CEO of MINISO, pointed out, "Now more and more young people like Chinese traditional culture, and cultural self-confidence must be a trend, not only reflected in the national tide, but also reflected in the globalization of Chinese brands. He said that MINISO will integrate Chinese traditional cultural elements with fashion trends and lifestyles in more diverse forms, continue to innovate on the road of inheriting Chinese culture, serve global consumers with more good-looking, fun and easy-to-use "three good" products, and promote Chinese cultural innovation and the global spread of national trends. Relying on 1,100 high-quality supply chains in China, as well as the world's top trend and consumer trend insight institutions such as WGSN and Pantone, MINISO continues to create innovative Chinese products that sell well around the world, innovate the consumption scene of national trend interests with Chinese cultural elements, and convey the breadth and vitality of Chinese culture to global consumers.
Chinese brands are entering a stage of high-quality development, and cultural innovation will help Chinese brands achieve a new leap in globalization. MINISO will continue to deepen its globalization strategy, tell the globalization story of Chinese brands, and unswervingly promote Chinese culture and Chinese manufacturing to the world in the future, injecting inexhaustible impetus into the road to super brand with cultural confidence. (Photo and text provided by the organizer)