Creativity, The Fulcrum Of The Second Industry Chain

"Mom, I want a Happy Goat toy!"

In Hangzhou, Li Xing's toy "anti city", one.

"Pleasant goat" was created by an animation company in Guangdong. Soon after the broadcast, the fire spread all over the river.

Animation industry insiders judged that the sheep market value of more than 1 billion, it can be said that China has ever been the most valuable sheep.

Why can "pleasant goat" produce "sheep wealth"?

Lu Yongqiang, general manager of Guangdong original power Culture Communication Co., Ltd. is called "the father of pleasant goat".

Lu Yongqiang said, "the animated cartoon series was originally shown to children, and later adults also liked it. We never anticipated it."

Creative force "

In September 2009, before the third "Reach&Touch fashion creative space" was held, Chen Dapeng, then full-time vice president of China Garment Association, put forward the concept of "creative industry chain" in an interview.

He pointed out: "no creative brand can not develop and upgrade. Without the creativity of enterprise decision support, it can not land, and it will lose the fundamental meaning of creativity."

Only by combining the two, can the commercial value be created to the maximum.

Therefore, we should create the "second industry chain", that is, the "creative industry chain".

Si Hongjun, assistant general manager of Beijing Shun Mei garment Limited by Share Ltd, said: "clothing is not only a manufacturing industry, but also a cultural and creative industry. It is a fashion industry. China is still in a low position on the creative industry chain, and needs more improvement."

According to Si Hongjun, in recent years, Shun Mei has not only hired a world-class design team, but also stepped up training of its R & D team, and set up a dedicated R & D center. The R & D personnel are three times the original ones.

From fabric, accessories to design, craft, we aim to create fashionable products.

Luo Jianfan, President of Beijing's parkland limited liability company, also believes that creativity is very important to China's clothing industry. "China is still weak in comparison with other countries in the world, whether it is products or other aspects, which give people a sense of uniformity. This shows that Chinese clothing enterprises lack their own ideas and lack confidence."

However, Luo Jianfan said: "we should not be too anxious. Enterprises need some growth time.

After all, China's business age is still too short, and creativity is one of a thousand in a thousand.

If we want to break the bottleneck of creativity, we must recognize what creativity is.

Creativity is not simply a product of design, it is embodied in many aspects, such as channel innovation and business mode innovation.

You must have your own unique ideas to be creative.

Marketing innovation pull

Since June 15, 2009, Metersbonwe has launched the marketing offensive of "Metersbonwe - variant look at me". This integrated marketing campaign focuses on the promotion of Metersbonwe 2009 summer fashion, and has launched a comprehensive brand cooperation with Transformers's film Transformers: the fall of revenge, which aims to enhance the international image of the retail brand.

So that the brand can be improved in depth.

It can be said that with the help of external forces and the integration of the creative industry chain, Metersbonwe's approach is commendable: it has achieved results and does not invest large sums of money in building its own creative industry chain.

As one of the largest casual wear brands in China, Metersbonwe's brand image has been fully displayed in Transformers 2, and has become a real commercial feast.

Metersbonwe has developed several series of costumes for Transformers, with a total of 200 colors and about 1000000 pieces.

Then, it started a new integrated marketing campaign, formed a linkage between stores, networks, magazines and cinemas, photographed TVC and print ads, held promotions, and launched a large number of advertisements.

After having tasted the sweetness, Metersbonwe returned home from abroad and collaborated with the Shanghai art film studio.

In 2010, Metersbonwe launched its most innovative product line, MTEE. After the March 8th press conference on MTEE and the DreamWorks, the Metersbonwe returned to the classic Chinese animation culture, which represented the local culture best. It represented the representatives of the three classic animations, such as the havoc heavenly palace, the black cat sheriff, and the Zha Hai Hai, through the addition of more fashion elements, such as the nine palace, retro, red and white, and the integration of more new elements. It made the classics a new life from the trend design, and interpreted the Kidult plot that MTEE had always insisted on, which could arouse the memories of 80s.

{page_break}

Technological innovation support

What would you do if you spilled oil on expensive suits? Most people could only send suits to dry cleaners.

Now, there is a new solution to this problem. Consumers can buy a new YOUNGOR suit, which is water repellent, oil repellent, antifouling, environmentally friendly and economical and durable.

This is another high-tech new product introduced by YOUNGOR last year after the nano VP ironing shirt.

In 2003, nanomaterials were selected by Forbes magazine as one of the ten largest nano products in the year.

YOUNGOR moved along with the international famous nanomaterial research unit Burlington, using its own strong textile production line, using the leading weaving technology in the production process to make nano technology, and finally developed the nano suit cloth.

In the words of Li Rugang, chairman of YOUNGOR Fashion Co., Ltd., "YOUNGOR has always pursued the idea of" technology changing life "to satisfy consumers' increasingly individualized consumption demand and fast-paced modern fashion lifestyle.

YOUNGOR attaches great importance to technological innovation to enhance the market competitiveness of products. Every year, we should take up 3% of sales revenue as a funding for technology development. This proportion is very high in the same industry, and has reached the level of developed countries.

Creative industry chain has a long way to go

Overall, China's creative industry has not yet formed a complete and efficient industrial chain, and the gap with developed countries is quite obvious.

"The creative industry can not only directly promote economic development, but also the emerging creative elements can increase vitality and enhance the added value to various industries and economic activities."

Li Wuwei, director of the Economic Research Institute of Shanghai Academy of Social Sciences, said so.

"Relying on continuous innovation, the creative industry will take place in all industries and industries in the high value chain."

Li Wuwei emphasized that the understanding of creative industries should not be confined to the field of cultural industry, but should involve any industry with high technology content, high cultural added value and rich innovation.

In many traditional industries, the novelty of creative elements can also bring considerable appreciation.

This gradually leveled world has removed many barriers to creativity, and the propagation path and speed of creativity are showing explosive growth.

Creative industries can germinate and flourish until they grow into towering trees.

According to relevant statistics, as early as 2003, the creative industry has become the second largest industry in the UK, accounting for 7.9% of GDP and 14% of employment opportunities.

The copyright industry in the United States became the largest industry in the 90s, accounting for 7.75% of GDP, and it did not include tourism, education and exhibition industry.

Singapore's creative industry has an annual compound growth rate of 13.4%. The government hopes that by 2012, the added value of creative industries will rise to 6% of the national GDP, and the reputation of "New Asia Creative Center" will be established.

The governments of Japan and Korea are also actively supporting the development of their creative industries.

Despite its bright future, China's creative industries are in the breeding stage at this stage.

On the two most important nodes of intellectual property and human capital, China's creative industry is somewhat weak.

"Compared with developed countries and cities, the gap is more obvious, not only in some specific indicators, such as the proportion of GDP, employment and proportion, product export volume."

Li Wuwei believes that the biggest bottleneck of industrial development lies in the following points:

The administrative division, the coordination between different regions and departments is not in place, and the creative industry fundamentally requires a high degree of integration.

The tolerance of social environment is not enough. In reality, the more daring and controversial ideas will be curbed by all sides. This often weakens the advantages of creative enterprises, and is not conducive to the cultivation of talents in the long run.

At present, human capital is scarce, whether it is high end content creative talents or mature market operation talents.

The protection of intellectual property rights is not enough. This is a serious constraint on the development of the industry, and it is also a deep concern for many years.

Overall, China's creative industries have not yet formed a complete and efficient industrial chain, which is quite obvious compared with those in the forefront.

For example, in South Korea, a TV play attracts audience interaction and adopts their creativity in the process of production, and then the whole mature business operation has led to various industries, such as advertising, digital, clothing, fashion consumption, tourism and so on.

To a large extent, it can be said that the creative industry has saved the Korean economy in the Southeast Asian economic crisis.

Creating a creative industry chain is a long way to go.