On June 22, the "19th Academy Awards Guangyuyuan Creative Expert Review Meeting" came to an end in Beijing, bringing a successful end to the 2021 Academy Awards Spring Competition "Guangyuyuan Creative Video Competition".
On the occasion of the 480th anniversary of its birth, Guangyuyuan joins young people in commemorating this special occasion. Since March this year, Guangyuyuan has joined hands with the College Award, an authoritative competition for colleges and universities, and through the entry of Chinese medicine culture into the campus, the recruitment of 480 Chinese medicine culture campus ambassadors, the offline lighting ceremony and creative video contest for the 480th anniversary of Guangyuyuan, etc., the distance between college students and Chinese medicine has been narrowed, so that more young people can understand Chinese medicine, believe in Chinese medicine, and gradually become the spokesperson of Chinese medicine culture.
With the theme of "Chinese Medicine Runs Through ancient and modern, the essence of the country never stops, and celebrates the 480th anniversary of the wide reputation", the organizing committee has received 536 groups of outstanding creative works, including 471 groups of vibrato and 65 groups of micro-films, each of which represents the contemporary college students' understanding of Chinese medicine culture and the new perception of the 480-year-old Chinese medicine time-honored brand.
Pass on the torch and stubbornly rise. The vigorous development of traditional Chinese medicine is inseparable from the support and promotion of young people. The state attaches great importance to the inheritance and development of China's excellent traditional medicine culture, and clearly puts forward in the "Key Tasks for Deepening the Reform of the Medical and Health System in 2021" to "focus on promoting the revitalization and development of traditional Chinese medicine", and comprehensively plans and systematically deploys the development of traditional Chinese medicine from the height of the national strategy. The realization of these grand blueprints requires the affirmation and dedication of contemporary young people.
The Organizing Committee of the Academy Awards awarded the judges' certificates to the judges of the judging committee
Fresh ideas bring together the power of youth
Representatives of the academic community Chinese Wang Shuliang, dean, associate professor and doctoral supervisor of the School of Journalism of Minmin University, Yang Chao, director of the Advertising Teaching and Research Office of the Central University for Nationalities, Zhao Shiyong, secretary general of the Organizing Committee of the College Awards, Chen Xiaoqing, president of marketing of the Advertiser Culture Group, Li Hongyi, deputy general manager of the Advertiser Culture Group, Zhou Shunzhi, marketing director of the Advertiser Culture Group, Li Tingting, deputy director of the Media Resources Operation Center of Huafeng Meteorological Media Group, and Li Hongfeng, director of the Brand Department of Guangyuyuan Chinese Medicine Co., Ltd., a representative of the enterprise, Liu Peng, director of the marketing department of Shanxi Guangyu Yuanguo Pharmaceutical Co., Ltd., and Li Hui, creative head of the brand department of Guangyu Yuan Chinese Medicine Co., Ltd., attended the review meeting.
At the meeting, the expert jury proceeded from the two perspectives of brand demand and communication, made a higher level of judgment on the creative works from the perspective of professional effectiveness, and selected the works that were truly loved by young people and conveyed the essence of the brand, leading the brand thinking and consumption trend of the next generation of young people.
The expert jury is composed of enterprise representatives, academic experts and industry leaders. Liu Xiuwei, member of the National Education and Guidance Committee and professor of Beijing Institute of Printing, and Mr. Li Zhong, vice president of Guangyuyuan Chinese Medicine Co., Ltd., jointly served as the director of the review.
Youth have done something to help the brand rejuvenate
Guangyuyuan was founded in the 20th year of Jiajing in the Ming Dynasty (1541), with a history of 480 years, it was called the "Four Major Pharmacies" in the Qing Dynasty together with Chen Liji in Guangzhou, Tongrentang in Beijing and Huqingyutang in Hangzhou, and in 2006 it became one of the first batch of "Chinese time-honored" enterprises, and its core products "Gui Lingji", "Ding Kun Dan" and "Angong Niuhuang Pill" were identified as "China's Intangible Cultural Heritage".
This cooperation with the Academy Award has refreshed people's understanding of Traditional Chinese Medicine and the long-standing brand of Chinese medicine. While activating students' creative enthusiasm, it also allows young ideas to be deeply involved in the process of reawakening the brand, planting young factors for the development of the well-known brand.
In order to produce a satisfactory video, the participating college students began to systematically learn the knowledge of traditional Chinese medicine and dig deep into the story behind the wide reputation. Starting from the aspects of history and culture, brand story, product characteristics, etc., they looked for the connection point between ancient Chinese medicine and modern young people, and successfully produced a number of video works that have both brand characteristics and reflect the perspective of young people, which caused a "whirlwind" of Chinese medicine among young people.
The significance of the creative competition has surpassed the competition itself. As Mr. Li Zhong, Vice President of Guangyuyuan Chinese Medicine Co., Ltd., said at the judging meeting: "This competition was held very successfully, not only realizing the chinese medicine culture into colleges and universities and entering the young people, but also leaving a lot of creative and excellent works, which will become a new carrier and promote the inheritance and development of Chinese medicine culture." This is a very remarkable thing. ”
Passing on the torch Chinese medicine culture into the campus
As a long-established enterprise of traditional Chinese medicine, the joint efforts of Guangyuyuan and the Academy Award not only want to expand their brand influence, but also want to bring Chinese medicine culture into the university campus and implant it in the hearts of thousands of students.
At the meeting, Mr. Li Zhong pointed out: "The creative communication competition launched to colleges and universities across the country aims to let more young people understand and promote the culture of traditional Chinese medicine and accumulate latecomers for the development of traditional Chinese medicine. ”
In addition to producing creative videos, Guangyuyuan also used the influence of the Academy Awards to bring together 480 college students scattered across the country and make them ambassadors for TCM culture on campus. They successfully brought TCM culture into the campus by posting posters on campus and spontaneously forwarding circles of friends.
Up to now, the Weibo topic #Call for Traditional Chinese Medicine, Celebrating the 480th Anniversary of Guangyuyuan has been read more than 30 million times, and the Douyin topic #Call for Intangible Cultural Heritage Chinese Medicine has been called to celebrate the 480th anniversary of Guangyuyuan, and the number of plays has exceeded 10 million. Weibo and Douyin, as popular new media, are mainly young users, and this promotion campaign for young people is undoubtedly a bold attempt for Guangyuyuan.
Actively embrace the young group, the old brand bursts with new vitality. This judging meeting is a direct dialogue between big coffee from all walks of life and young people, and the collision of creativity and practice. These creative works have also allowed Guangyuyuan to establish a treasure trove of young group research, insight into the ideas behind the works, and find the direction of the path of rejuvenation from the ideas.
As one of the long-established representatives in the field of traditional Chinese medicine, the 480-year-old Guangyuyuan took the initiative to inherit the essence of Chinese medicine culture and promote the development of Chinese medicine. In the future, it is believed that more college students will understand Chinese medicine, understand Chinese medicine, and experience the charm of traditional Chinese culture carried by Chinese medicine culture, so as to establish a stronger national self-confidence. Text/Zilong
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