"In recent years, more and more consumers have begun to pursue beautiful things. We will find that everyone's yearning for a better life has slowly become a cost-effective price that is not simply the pursuit of rationality. Recently, the Business and Art Research Center of Peking University was officially established in Beijing, wang Ning, founder and CEO of Bubble Mart and co-chairman of the Business and Art Research Center of Peking University, said in a speech at the scene.
He said that in terms of consumption, people have gradually become more and more important in business from quality consumption to brand consumption and gradually to the current taste consumption. For Bubble Mart, the company has made many transformations and changes over the past decade or so, but one thing that remains the same is that the company has been exploring the combination of art and business.
With the support of Bubble Mart's donation, the Business and Art Research Center of Peking University will integrate the forces of all walks of life, build an open platform for academic research and teaching practice, strive to cultivate leading talents in cultural and creative industries, and also focus on research and exchanges in the fields of trend culture and new consumption.
On the same day, the first "B+A Gravitational Field" forum was also held at the inauguration ceremony, and many guests discussed the development status and future direction of the cultural consumer market.
The cultural consumption industry is developing rapidly, and specific enterprises are facing the challenge of scale
At the forum, Si De, chief operating officer of Bubble Mart and president of China, said that with social progress and economic development, the proportion of people's spiritual and cultural consumption will increase. Taking clothing consumption as an example, the purchase of clothes by parents is category consumption. But later, people will gradually pay attention to the brand, quality, and character of the clothes. Everyone will pay more attention to the values and concepts behind the product, whether it produces a sense of cultural identity, which is the so-called spiritual and cultural consumption.
He believes that in the future, from the perspective of the general environment, with the development of the economy, the entire cultural consumption industry may develop more rapidly. But for specific brands and products, there are also many development challenges. Because people's values are diverse, and their preferences are also scattered. With the increase of niche hobbies, different cultural brands will do more deeply. But how they do it bigger will be a new challenge. In the process of getting bigger, it is difficult for brands to meet everyone's preferences.
At the same time, Side said that for brands in the cultural industry, in addition to satisfying everyone's eating and wearing degree, brand culture should have a stronger sense of social responsibility and provide consumers with a more positive sense of cultural value.
"With the development of society, young people are more in urgent need of products that can meet the value proposition when they consume. The rapid development of the national tide and cultural industry has conformed to the needs of young people. Bon cake founder Song Da said.
Specifically in terms of catering consumption, Bon cake now makes the product very beautiful, so that consumers have a great impact from the visual point of view, which also meets some needs of young people. In addition to really liking desserts, giving a good-looking cake to others also represents an aesthetic of young people and a kind of concern for others.
Song Da believes that in the future, with the strength of the national economy and the increasing prominence of cultural self-confidence, guochao's products and brands will have a broader market. Insisting on doing the products of the national tide and doing some ideas with Chinese characteristics is the flashpoint of the real development potential of the cultural consumption industry in the future.
Creativity and business balance, the enterprise can continue to develop
At a time when spiritual and cultural consumption is becoming more and more prevalent, how to balance creativity and business?
Jiang Yi, director and chief operating officer of Leyard Group and chairman of Virtual Motion Point Technology, believes that if creativity and uniqueness are lost, there may not even be a chance to take the first step in business. After grasping the idea, you need to consider how to reduce costs, improve efficiency, and achieve a certain scale of business.
"When the business is successfully achieved to a certain scale, and you need to consider how to make the company continue, then there may be a second idea, constantly incubating it into a business." As business becomes more homogeneous, the company will have the next idea. Doing business is always looking for a variety of balances. Jiang Yi said.
Song Da said that some companies at the beginning, no matter how good their ideas are, how big the market is, because it gives up continuous creativity, continuous innovation, and finally is eliminated by the market. There are also some companies that do not occupy a very favorable position in the market, but through continuous improvement and incubation, they have surpassed the original enterprises.
"Creativity is something that a business has to constantly invest in and do. Many international and domestic companies that have developed more successfully are constantly incubating new ideas within the company, because only in this way can they truly form long-term competitiveness. Song Da said.
Li Qilin, executive director of Li Ning Group and executive director of Extraordinary China, believes that business and creativity are inseparable. Li Ning's core is to grasp the spirit of sportsmanship, which will extend a lot of ideas, all ideas come from this core. At the same time, ideas must be productized. Li Ning exhibited ideas from the core of sportsmanship, and finally produced products and made businesses.
"The product itself represents a lot of exported brand values, and eventually the business reaches a certain order of magnitude, resulting in scale benefits, which is what we do every day." He said.
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