The "IP" Of The Imperial Palace Has Made A Fashionable New Attempt To Introduce "Ji Fu" Clothing Products.

According to the world clothing and shoe net, last year's income reached 1 billion 500 million yuan.

"IP" (Intellectual Property, or intellectual property rights) has been made.

A new attempt to pform and local

ICY, the designer and platform behind the brand, has launched the "Jilin" clothing product.

But this is not the first attempt by the Imperial Palace to get people out of their natural thinking.

Playing a "IP" card is a step forward in the Imperial Palace in the 2013 year of the year.

With the tide of the national tide and the craze of local culture, the the Imperial Palace "IP" launched by "Meng Meng" has launched a series of popular products. In February this year, the president of the the Imperial Palace Museum, Dan Jixiang, revealed for the first time that the sales revenue of the 2017 year old the Imperial Palace reached 1 billion 500 million yuan.

Trying to attract more millennial generation to care about the old age of the Imperial Palace with young people's tone, to some extent, this initiative must have the thrust of the government's enhancement of cultural self-confidence. However, from the beginning to the end, the the Imperial Palace worried about young people's recognition of Chinese ancient culture. These knowledge can not be obtained only from "palace drama".

Making products with stories, instead of superficially "OEM" products, is the challenge that the Imperial Palace IP will face.

Now, whether the Imperial Palace's role in fashion can work or not is tested by its team operation and execution capability.

On the premise of respecting the history of culture, the Imperial Palace has a long way to go, but the Imperial Palace's "new clothes" are already on the upper deck.

The Imperial Palace has been developing its "IP" business step by step in the past few years.

The Imperial Palace launched the "Yin Mei beauty map" App in May 2013, and launched the WeChat public service "micro the Imperial Palace" on New Year's day in 2014. After that, 8 App were launched, while the "emperor's Day" of App appeared in the state of personification of the brand.

After recovering the main design rights of the Imperial Palace in 2013, we developed 1273 kinds of products, from folding fans to chargers to cover all kinds of products, and quickly set up the flagship store of the Imperial Palace Museum in Tmall.

The Imperial Palace keeps its content entertaining.

After the broadcast of my cultural heritage in the Imperial Palace, the nine national key museums such as the 2017 year old the Imperial Palace combined with the Shanghai Museum and the Nanjing Museum and CCTV launched the "national treasure", which was launched in 2019, and came to the second quarter in 2019. At the end of the 2018 year end, the new "the Imperial Palace" was launched with the TV station. The purpose of the program is to "zero distance" into the public view, and to create a cultural and creative product that carries the story of the story, and to inherit and develop the culture.

Cross border cooperation has also become a fresh sense of the Imperial Palace.

The purpose of IP's cooperation is to shift the heat of the other side for oneself.

This may be a short-term and effective means of prompt attention, but I doubt what long-term value it can bring to the participants.

In particular, when many parties share the same "IP" in the short term, it is bound to dilute the uniqueness of "IP" itself.

Fashion curator Pooky Lee said.

Beijing palace culture development Co., Ltd., a company directly under the the Imperial Palace Museum, has always positioned itself as a "culture oriented fashion" enterprise. This positioning makes it easier for the younger generation to change the concept of profound culture, but this practice is not easy.

"The pace of stepping out of culture to fashion is from 0 to 1, and it is the most stressful. The Imperial Palace gave us a sense of being" high above the top "a few years ago. Authority is private, and fashion is the avant-garde and frontier.

Ma Xiyuan, deputy general manager of the Imperial Palace palace culture development Co., Ltd.

It is a wise choice for companies to choose more easily operated accessories as the starting point of fashion. They signed contracts with many jewelry designers such as Zhong Hua, Tanya Wang and Liu Fei, and launched Imperial Garden series jewelry accessories of the Imperial Palace culture jewelry brand. In the process of gradual warming of the Imperial Palace, IP culture jewelry became the golden signboard of palace culture.

"When we step out of this step, we get the recognition of consumers and young people to make them feel comfortable and bring great confidence to our team, so we are very strict in grasping the product of" culture and fashion "from planning creativity to designing production and technology.

Ma Xiyuan said.

Subsequently, the Imperial Palace palace jewelry and media platform, brand side continued to launch jewelry products, but also with the film actor Li Bingbing, "traffic" blogger Rebecca started a handbag, hand account business.

The strategy of the Imperial Palace has indeed worked in an attempt to pition from ubiquitous goods to pure fashion goods.

At that time, the revenue of the Imperial Palace creative products exceeded 1 billion yuan in 2017, an increase of 50% over the same period last year.

After testing water jewelry, glasses and handbags, from the fashion of hook to the development of fashion, the palace culture of the Imperial Palace is trying to create a "incubator" of "culture and fashion".

The result of this incubation is fashion.

The palace culture of the Imperial Palace has won the first cross boundary authorization of the Imperial Palace for the first time. It will be integrated with the global designer ICY, to try to give the the Imperial Palace's exquisite palace works and its rich connotation to the concept of "gimmick" and reappear in the public view with modern techniques.

The Imperial Palace palace culture and ICY invite to Awaylee founder Li Wei, Secret Fan founder Han Wen, deepmoss founder Liu Xiao Lu, new designer dream will stop, and 5 min design director Wu Min participate in the design.

There are both fashion designers and modern avant-garde designers.

The collision of concepts is the origin of sparks, but how to make "IP" commercialization and make the Imperial Palace "IP" fashionable?

On the designer's choice, Ma Xiyuan said, "love traditional culture is the foundation."

He Zhize, editor in chief of the local fashion vertical media magnet, said: "simply copying the pattern is obviously not the best way. The designer must first understand the traditional culture and really love it, so that they can make the middle pformation and pition."

Culture is before and fashion is after.

When the culture is ready, how to separate from the current "Hanfu" and "Chinese clothes" hotspots and achieve the fashion of hitting consumers' pain points is also a lesson that the Imperial Palace's "IP" must do.

"Oriental aesthetics is the foundation of our design of soil. Clothing is a more extensive way of expression. If the aesthetics of the Imperial Palace is presented to the public, it is a good promotion.

Use abstract aesthetics to use concrete expression. "

ICY CEO CEO, said Sakura.

The palace culture of the Imperial Palace did not cooperate with a single brand. Instead, it chose the designer platform such as ICY, which mainly valued ICY's mature production supply chain.

At present, ICY has stable cooperation with many factories in 20 factories, and it can accomplish small batch production.

"Our whole idea is to turn good design into good products, and turn good products into commercial good commercial products," Gu Ying told BoF. "Fashion is not the privilege of a few people. It is the daily life of most people."

Ma Xiyuan also mentioned that the supply of products comes from the needs of consumers. The palace culture of the Imperial Palace does not serve the minority and does not serve the privileged people.

Respecting traditional culture and making people feel fashionable.

This may be an opportunity for cooperation between the two sides.

When culture, commodities, design and fashion are all well prepared, young people will face the test of the market.

As Pooky Lee also said, "the cooperation between ICY and the Imperial Palace palace culture is interesting. Many participants are joined by the name of the brand collateral line, which reflects the cautious attitude towards cooperation to some extent."

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