With the vigorous development of Internet technology and social media, scientific and technological innovation has changed the production, circulation and sharing of cultural products, and digital content has enriched the types of cultural products and greatly promoted the development of cultural and creative industries; on the other hand, the cultural and creative industry has increasingly participated in the development of other industries, helping technology and products to land out of the circle, and the integration of cultural and creative industrialization has become an inevitable trend.
The practice of developed countries in the creative economy shows that taking the road of integrated development has become an unstoppable development trend, which has also been incorporated into the national development strategy, and the report of the Eighteenth National Congress of the Communist Party of China in 2013 pointed out that promoting the integration of culture and science and technology and developing new cultural formats is one of the important strategies for China to comprehensively enhance the soft power of culture; in 2014, the State Council issued the "Several Opinions on Promoting the Integration and Development of Cultural Creativity and Design Services and Related Industries". Clear requirements were made for accelerating the deep integration of cultural creativity and design services with the real economy.
From the digitization of cultural creativity to the cultural creation of technological products, the integration of science and technology innovation and cultural creation has long surpassed our original cross-border cooperation, thus forming a situation of mutual penetration and integration. The industry itself is also more and more aware that compared with the development of the cultural and creative industry itself, the integration of cultural and creative thinking with science and technology and other fields cannot be ignored, and cultural and creative thinking has a huge auxiliary and even enabling effect on the transformation and upgrading of traditional industries and the products from to b to to c. In the face of consumers in the Z era, whether it is a product or a service, in the process of delivering to users, the emotional link and value identity created by cultural and creative thinking have become the main space for the premium of products/services.
Liu Yingying, assistant dean of Juneng Science and Technology Innovation Research Institute and general manager of Hainan Chengxin Design and Creative Co., Ltd., a student of the "New Cultural Creation" CEO Seminar (Phase III) of the Cultural and Creative College of Shanghai Jiaotong University, used cultural and creative thinking to help the development and progress of the parent company's science and technology environmental protection industry, using cultural and creative design to make technical products break through the "circle" and reach thousands of households, giving professional and technical temperature and significance, and driving sustainable value to appear.
From technology to products to markets, the design and creative company led by Liu Yingying has embarked on the practical road of cultural and creative empowerment of science and technology, realized cross-departmental, cross-industry and cross-field integration and innovation development, and promoted the technological innovation, model innovation and product innovation of science and technology enterprises. This time, we conducted a special interview with her to discuss how to integrate the industrialization of culture and creativity, and exert the power of cultural creativity in the development of enterprises.
Yingying Liu's practical case
Liu Yingying
Student of the "New Cultural Creation" CEO President Seminar (Phase III) of Shanghai Jiaotong University Cultural and Creative College
Assistant to the president of Juneng Science and Technology Innovation Research Institute, general manager of Hainan Chengxin Design and Creativity Co., Ltd
1. "Multiplying design creativity" that breaks out of the shell in the matrix of science and technology
Hainan Chengxin Design and Creative Co., Ltd., led by Liu Yingying, belongs to the Hainan Juneng Science and Technology Innovation Research Institute under the Hainan Modern Technology Group, and is responsible for serving the Sainuo Industry, the industrial output of the Juneng Innovation Platform and the operation of physical stores in the technology industry sector of the Group.
Founded in 1988, Hainan Modern Technology Group has undergone several industrial upgrades and transformations in the course of 33 years of diversified operation and development, according to Hainan's local industrial structure and policy orientation. "Juneng Innovation" and "Sainuo Industry" are the representatives of its science and technology industry strategy, which is based on industry, entrepreneurship as the source, and constantly practices sustainable development of Hainan enterprises. Mainly focusing on the five major industries of "environmental protection new materials, aerospace big data, scientific and technological green buildings, community health, and aquatic ecological aquaculture" as the key research directions, it is planned to gradually form a professional closed-loop system of small, medium and large tests of project research and development through self-construction and cooperative introduction. So far, it has more than 200 authorized patents, and its technology driving force is very strong.
The purpose of the establishment of Multi-current Design Creative Company is "superior creation, diversified presentation", to enhance the brand competitiveness of partners and create sustainable business value that is more in line with the present. Serving in scientific and technological innovation enterprises, green technology construction industry, aerospace big data, intelligent transportation, big health and other industries, multi-current has rich cross-industry experience, good at cross-border resource integration, with design-driven, cultural and creative thinking to cast the core values of the brand, and establish a diversified brand business model. In the past 5 years, in the exploration of the environmental protection new material industry, Liu Yingying's team has firmly adhered to the value concept of "sustainability" in the initial period. Focusing on the future, in the construction of the degradation industry chain, standard formulation, product research and development, brand cultivation and other fields have truly become the industry's pioneer demonstrators. Practical exploration in market development, consumer experience, environmental protection, social responsibility and other aspects. We hope that through our common "sustainable" actions, we will love the earth on which we live and help people have a healthier, friendlier and happier living environment.
Liu Yingying believes that in the science and technology innovation company, cultural creation is the lifeblood of the brand value system. Relying solely on technology to develop products to create value is only to solve the needs of use, and good application technology needs to be transformed into products that the market loves and has emotions. Cultural creation is to show the core charm of technology and cultivate the "emotion" and "resonance" of technology. An excellent cultural creativity can make good technology and products break out of the circle and reach thousands of households, which is a very important place for cultural creativity to play in science and technology enterprises, and it is also the cause that Liu Yingying's team is pursuing.
The logo of The Present Design & Creative Company Limited, courtesy of Liu Yingying
2. Cultural creation creates emotional links between science and technology products and users
Today, in the 21st century, human beings are on the fast track of rapid development of science and technology, but the relationship between man and nature has long been not "conquered and conquered", and the relationship between science and technology and life is no longer a simple "addition", but a diversified trend, how to tap the humanistic care in science and technology, organically integrate science and technology into life, achieve harmonious coexistence between man and nature, and provide a channel for the embodiment of people's own value, which we have been exploring, and also the core of the concept of "sustainability".
In today's society, on the one hand, no matter how advanced the technology is, how developed the technology is, their ultimate purpose is to serve people; on the other hand, every consumer choice is actually an expression of self-worth proposition, and behind the technology and products represents a way of life that people yearn for. Cultural creativity takes creative aesthetics as a bridge, which can effectively link new technologies, producers and end consumers, and in addition to providing solutions to specific life problems, it also brings consumers inspiration and interaction from feelings and inner needs.
Through content manufacturing and cultural and creative products, the concept of sustainability can be reached to every individual and family in the form of a market economy operation, and new and sustainable consumption habits can be affected and cultivated in reverse. And cultural and creative products, with their unique aesthetic attributes, creative functions and story connotations, can provide a sense of value and meaning with high added value, and meet the emotional needs of consumers for safety, stability and happiness.
【Period bag】
New environmentally friendly materials such as "fully biodegradable materials" have excellent sustainable green properties, but the performance and cost performance in the traditional cognition are inferior to ordinary plastics, based on this cognitive bias, we launched the "period bag" brand series. Because the products of the futures bag have a shelf life, they will decompose naturally in about a year, returning to nature and participating in the green cycle. We hope that through the "period bag", the period bag for the beautiful world without white pollution and the expectations for the future lifestyle will be passed on to consumers.
(Period Bag Products)
【A cup of plant】
In order to convey the concept of easy environmental protection in multiple dimensions, so that consumers can experience the miracle of life and the energy of nature, we have specially launched a "hey pineapple cup plant" product, which is composed of 100g of fully biodegradable raw materials as soil, with a combination of 1 drinking air pineapple, which can be tested by consumers (there is a popcorn smell after combustion), containing the concept of "1% handy environmental protection", which embodies the properties of plant-friendly materials. We hope to infiltrate consumers' awareness of full biodegradation and strengthen environmental awareness through daily flower raising behavior.
(One cup of vegetable product)
【Sai Xiao Gao IP】
Through cultural and creative design, technical products break through the "circle" and give professional and technical vitality and value significance, unlimited links. We have created the "Sai Xiao Gao" series of IP, using the IP image as the carrier to create a multi-dimensional visual system and application. Transform the original high-cold scientific and technological knowledge into the current era context and intimate expression, and interact with users through content creativity, products, and content operations to meet the various needs of brand output in function and emotion. Whether it is a child who learns to speak teeth or an elderly person, he can easily and quickly remember and understand him, so that the end user not only feels that the concept feels good, but also can experience this fun and meaning through participation in interaction, simple and beautiful. Colorful and diverse resonant brands help technology truly serve a better life, and cultural creativity and science and technology will naturally integrate.
(Sai Xiao Gao IP)
【Sai Xiao Gao Supermarket】
The first "Sai Xiao Gao Zhen Xie Life" supermarket in China is our first attempt on the road of sustainable and environmentally friendly new retail. With the theme of "sustainable" as the theme of the concept element, the supermarket has created a green life experience space to guide consumers to choose a green lifestyle that suits them. It provides a space bridge for communication, allowing effective links between R&D teams, designers, producers and consumers. In the new era and new retail environment, we hope to be able to directly face consumers, get the most direct feedback, polish products with the public, build and create together, so that the general public can contact good ideas faster and use good products. Breaking the cognitive rules with brand construction and functional aesthetic design, driving change and innovation with sustainable design, and allowing 100% of people to feel 1% expectation is the direction that our offline experience supermarket has been striving for.
Sai XiaoGao supermarket picture
3. Scientific research logic enlightens cultural and creative brand building
Sustainability is a particularly important concept in the field of environmental protection technology, and Liu Yingying believes that this is also an important habit of thinking for cultural and creative people to serve the technology industry. In the technology research and development projects of science and technology industry and environmental protection new materials, we will pay great attention to the effectiveness and long-term use of resources, and conduct comprehensive feasibility assessment of social resources, environmental resources, capital resources, time resources, etc.
With the industry gene of engaging in industry and scientific research, Liu Yingying's team firmly develops the internal drive model of "sustainable construction" and "sustainable management" in brand planning, cultural creativity, product development, IP creativity, and operation management. The brand is "grown", "the initial idea and opportunity is a living seed, we have to give it sunshine and fertilization and watering, take care of the pruning to let it grow naturally". Only the brand that grows by itself has the uniqueness and ability to resist risks, and has the opportunity to generate a premium of the brand.
When building the "Cultural Creation +" brand, the team will rethink the design process from the whole life cycle of the product, and think about the selection of sustainable materials and the use of design methods from the beginning of the design. The "sustainable concept" puts forward higher requirements for the future, long-term and social effects of products and services, and also puts forward great challenges for us, and each step of our step must take into account the possible future direction and universality, and we must invest more time and energy on the road of market cultivation.
Our most fundamental method is to perceive with our hearts, return to the essence of thinking, and constantly combine the changing present, and adhere to the concept of sustainability. While challenging, the actual path is very clear and attracts more and more like-minded partners along the way. Facing the values of the brand for the future, we are also actively participating in public welfare projects, and together with like-minded partners, we are practicing the design concept of environmental protection and sustainable development. "The cooperation with the contemporary is a typical cooperation case, which is a public welfare project jointly promoted by the team and the Beijing Contemporary Art Foundation with the theme of "Design for Sustainability". "We want to present sustainability to the public in a beautiful way, where participants can easily participate in sustainability and understand sustainability with joy." Environmental protection should not be a burden, which in itself is contrary to the concept of sustainability. Contemporary Chinese young artists use design as a light source to light up neglected corners of daily life, provide new and interesting life inspiration, design for sustainability, and design for life.
Photos of the event
4. Cultural and creative guidance innovation and innovation application scenarios
Technology itself is the only and single, how to expand the deeper and broader boundary category with technology and materials itself, is the value of design creativity, with user needs and sustainable value as the foothold, explore and discover new and diverse application scenarios of technology. In this process, the test is the cultural and creative people's own cross-border integration ability.
For example, when taking advantage of a sterilization and formaldehyde removal technology product planned now, starting from the user, it can be found that the users of this technology have many choices, such as individuals, families, communities or enterprises. Then from the perspective of applicable customers to creative, the current team and technical research and development team to negotiate the following product market routes:
When it is applied to individuals, it can be designed as a bottled spray and gel that is easy to carry around, and the characteristics and attraction points are healthy and stylish;
When it is applied to the home, it can be designed as a large-capacity flavored bag when decorating, featuring and attracting points of economic health and care for the next generation;
When it is applied to the community, it can be applied to the public space, and the main value is the scientific and technological green community, suitable for modern high-end residents;
When it is oriented to enterprises, it can be applied to the fresh air system of central air conditioning, and the main value is to ensure the health and safety of employees while ventilating, and eliminate the hidden danger of spreading viruses through central air conditioning.
(Net Touch Product Diagram)
Due to the exploration and attempt of Liu Yingying's team in the field of cultural creation and scientific research over the years, the value of creativity to scientific and technological empowerment has gradually become prominent among different industries of the company, and the design creativity has enabled the scientific research technology and market consumption to build a bridge of link integration.
summary
In a technology research and development group to create a cultural and creative undertaking, and with creativity to empower technology, Liu Yingying's cultural and creative practice has brought a lot of inspiration to the path of cultural and creative integration of science and technology. We see many key elements, including core cultural and creative talents who can understand the logic of science and technology, a corporate culture that can encourage cross-border integration with an open mind, and the user market trend that increasingly emphasizes experience.
What is even more unexpected is that the cross-border success of Liu Yingying's team is actually inseparable from their in-depth understanding of the vertical field of environmental protection new materials, in-depth understanding of technology trends and social needs, so cross-border is not a simple integration of resources on the surface, but also a smooth after being proficient in professional and familiar with the underlying logic.
Liu Yingying's ideas and practices remind us that cultural creativity and science and technology are not separated, and it can bring more economic and social value to the science and technology industry. It closely connects technology research and development with consumers, and can greatly shorten the distance between the two communications, so that technology can serve consumer demand more accurately, and at the same time, it can also guide consumers to better understand the long-term significance of scientific and technological progress to human life, so as to guide consumer society to a healthier value orientation, so that science and technology can serve production and life with more temperature and significance.
And those cultural and creative people who are willing to deeply cultivate the vertical field and dare to integrate with science and technology will surely become an important force to promote the development of science and technology.