The era of national tide: what is national tide? How to play the national tide?

In the era of globalization, fashion trends break the limitations of national boundaries, some years ago, a variety of European and American tide brand to become the favorite of young people, and this is now with the national style subculture and the quality of the national brand of the upgrading of the network media, business enterprises and the new generation of consumers to promote the combined efforts of all call: the era of the national tide is coming!

"National tide" literally means "national style + trend", can be said to be created by a country, and has a unique identification and recognized by the people of the trend of fashion. For the national style or ancient style has always been controversial, that is to say, can refer to the country and the nation's heritage of material, spiritual, behavioral, institutional and other cultures and their related people, things, technology, art, etc., and the trend generally refers to and young people's lives closely related to the material consumer goods or popular culture and art, the combination of the two is fundamentally the old and the new, the niche and the masses, heritage and creation of the conflict of the dissolution and each other **** born.

In the form of expression, China's traditional material or spiritual cultural elements and the new wave of popular products or content elements connected through creativity, a folk folk "non-legacy" creativity, such as cartoon version of the shadow play; a literati elite art aesthetic use, such as "Thousands of Miles of Rivers and Mountains", "On the River During the Ming Dynasty" and other digital interaction; there is also a literati elite art aesthetic use, such as "Thousands of Miles of Rivers and Mountains", "On the River During the Ming Dynasty" and other digital interaction. The first one is the artistic and aesthetic use of the literati elite, such as "Qianli Jiangshan Tu", "Qingming Riverside Drawing" and other kinds of digital interaction; there is also a cultural transformation of the emperor and aristocrats, such as the Forbidden City's cultural and creative products; and there is also a commercial old or domestic old brand of re-modeling, such as the new national products.

How to play the "national tide"? First, the pavilion experience type "national tide", this is a variety of classical Chinese cultural characteristics or elements of people and things to create a fixed or changing scene, either in the ancient and interactive entertainment places, but also a crowd, behavioral performances or installation scenarios. For example, the People's Daily new media around the national goods, national art, national music, national learning, national comics and other content to create a "national tide hall", designed to flow of color, the human world, national color, poetry and painting, ancient and modern wonders, heavenly craftsmen, and other creative exhibition areas, to participate in or immersed in the experience of the creation of the beauty of the tradition and the essence of the national goods.

The second is the brand co-branding type of "national tide", which is often a cross-border union between different types of commercial brands, including the product content, carrier, packaging, and marketing promotion, such as Tmall in recent years, more than a number of joint old, well-known brands, classic products to create the national tide of the action plan, the cooperative marketing Rio Heroes "ink" cocktails, the 24 solar terms designed into the underwear, but also to help 200 old brands annual sales of more than 100 million, boost Li Ning, Birdseye Antelope and other major brands of national products to upgrade and enter the global market.

Third, the content of the creative class of "national tide", this aspect is mainly the ancient style or classic culture for creative innovation derivatives, with young people like the content, form or shape is spread and consumed. Both traditional cultural content development, Beijing Satellite Television in the "new - national tide" promotion will be combined with the Forbidden City, the Temple of Heaven, the Summer Palace, the Great Wall and other traditional cultural centers to create a series of traditional cultural programs, such as "new - the Forbidden City," "I'm waiting for you in the Summer Palace," "Temple of Heaven," "amazing Great Wall," and other cultural programs, so that the opening of the "first year of the national tide" of China's television. TV "national tide year"; can also be the traditional culture of product derivatives, such as the front door of the Huayun "national style to play the creation of the General Assembly" on the linkage of more than a hundred of non-legacy IP and cultural and creative tide brand, launched a lot of Chinese aesthetics and the breath of the times of creative derivatives.

It should also be seen that at present, this is mostly traditional culture and art, aesthetic style for the commercial trend driven by the so-called "Chinese", "ancient style", "national style", "Han Feng Tang Yun", "Chinese style", "Chinese style", "Chinese style", "Chinese style", "Chinese style", "Chinese style", "Chinese style", "Chinese style" and "Chinese style". "Chinese style" "ancient style" "national style" "Chinese style" "Tang Yun" as a commercial or consumer appendages, the trend is still a symbol of popular culture as a symbol, entertainment or carnival, rather than with the significance of the times of the traditional culture naturally become a soft wind and fine rain, fading away after the "national trend" is the The "real tide".