Magnolia is the city flower of Shanghai, every blossom season, all kinds of flower appreciation, raiders brush screen circle of friends, but compared with Luoyang peony, Japanese cherry blossoms, the flower economy of magnolia still needs to be deeply excavated. On the afternoon of July 31, the "First Shanghai 'Magnolia Flower Economy' Industrial Development Forum" was kicked off. Nearly 100 guests from academia, industry and finance gathered in Songjiang, the "root of Shanghai", to discuss in depth how to promote the development of the "magnolia and flower economy" industry and spread the "Shanghai culture" brand through the cultural and creative economy, focusing on the social, economic and cultural values of Shanghai magnolia.
In 1986, the magnolia, which symbolizes the pioneering and upward spirit, was elected as the flower of Shanghai. Magnolias are everywhere in Shanghai, not only in major parks, roads are planted, Shanghai's highest honors in the theater category, Shanghai TV Festival awards, Shanghai series awards for foreign friends, etc. have been named "white magnolias"... However, compared with the "flower economy" industries such as Luoyang peony and Japanese cherry blossoms, which have a market size of tens of billions of yuan, magnolia is still in the initial stage of the "flower business card" industry, most of which are still fragmented development, have not yet formed a system, and have great room for excavation in terms of urban image and cultural and creative economy.
At the forum, Hua Jian, director of the Cultural Industry Research Center of the Shanghai Academy of Social Sciences, delivered a keynote speech on the theme of "Magnolia Flower Economy: From IP Empowerment to Industrial Chain Development". He believes that the magnolia economy is a complex of culture and commerce, and it is also an emerging industrial form formed by integrating various economic factors with magnolia as the core economy and the flower economy as the chain. The magnolia flower economy should rely on the deep context of Songjiang's "Shanghai Roots", focus on creating a unique experience, and form a unique brand culture with flowers as the medium. Taking new Zealand kiwi bird culture and Canadian maple leaf culture as examples, Huajian put forward suggestions for expanding new models of magnolia industry development such as flower + art, cultural creation + science and technology, brand + authorization and so on to create a magnolia ip with originality, high value and can be exchanged with capital.
Liu Xuguang, professor at Shanghai University, vice president and secretary general of the Aesthetic Society, explained the beauty of magnolia from an aesthetic point of view, and proposed to hold a magnolia art exhibition and other related activities. Ho Wai Sin, Chairman of the Macau Chinese Cultural Industry Promotion Association, shared the relevant experience of Macao's cultural tourism and made suggestions on the international cultural and creative + flower economic cooperation between Shanghai and Macao.
In order to further promote the "Magnolia Flower Economy" industry through the development of Magnolia Cultural and Creative Economy, the "One Branch Magnolia" brand was officially released at the scene. Relying on the high recognition advantage of magnolia flower as the flower of Shanghai city, the brand focuses on the field of cultural and creative design and service, and unites more than 40 universities, content originators, product manufacturers, market channel providers and other institutions to create cultural and creative products and innovative services, and spread the cultural and creative IP incubation aggregation platform of Shanghai culture.
It is reported that "a branch of magnolia" includes a brand and a platform. A brand refers to the "one branch magnolia" brand, which is committed to ip incubation of high-quality content such as white magnolia, and creates a full category, high quality and distinctive "one branch magnolia" brand cultural and creative products. At the forum site, the "One Branch Magnolia" shanghai characteristic cultural souvenir - "Magnolia Three Treasures" (Magnolia Cake, Magnolia Cake, Magnolia Cake) was officially released and will be launched in August.
One platform refers to the "Haizhihui" university cultural and creative IP aggregation platform, which unites more than 40 Shanghai universities such as Fudan University, Tongji University, Donghua University, Shanghai University of International Business and Economics, Shanghai Second Polytechnic University, Shanghai University of Engineering Science, Shanghai Sanda College, etc., to share the cultural, creative and entrepreneurial products of "college students, university teachers and masters". At present, it has built an online + offline exhibition and sales model, exhibiting and selling nearly 3,000 products, involving art, cultural tourism, home furnishing, clothing and other fields. In addition, for college students to start a business, the "College Student Entrepreneurship Escort" program is specially launched, providing free innovative and entrepreneurial products on the shelves, supporting resources of the whole industry chain, 0 input, 0 risk entrepreneurship cooperation, systematic entrepreneurship ability training and other innovative services to help college students start their own businesses from 0 to 1.
At the forum site, "One Branch Magnolia" signed a contract with Shanghai University of International Business and Economics to carry out in-depth cooperation on the "College Student Entrepreneurship Escort" plan to serve college students to start a business. Shanghai Songjiang District Women's Federation awarded "Songjiang Women's Innovation and Entrepreneurship Base" to "One Branch Magnolia" to serve female innovators and entrepreneurs in Shanghai Songjiang District. In addition, in view of international cultural and creative cooperation, on the occasion of the 20th anniversary of Macao's return to the motherland, Yizhi Magnolia signed a contract with the Macao Chinese Cultural Industry Promotion Association, focusing on the field of cultural creativity and will carry out all-round cooperation in the domestic and foreign markets.
It is reported that the Shanghai "Magnolia Flower Economy" Industrial Development Forum will be held regularly every year to promote the development of the "Magnolia Flower Economy" industry. After the closing of the first forum, the excellent products of the "One Branch Magnolia" cultural and creative IP incubation and aggregation platform will be opened to the public and will be exhibited and sold at the Haizhihui Dachuang Center in Shanghai Guangfulin Country Park.
Author: Li Ting
Editor: Li Ting