浅谈“国潮兴起”下品牌创新发展

Discussion on brand innovation and development under“national tide rising”

党的十八大以来,对优秀传统文化的重视,对社会主义核心价值观的弘扬,对文化自信的召唤,都极大地提振了青年人对祖国文化的认同。从2017年起,国务院将每年的5月10日设立为“中国品牌日”。“国潮”连同新中式的一切,都将走到聚光灯下,为世人展现它的风格及态度。自2018年《我在故宫修文物》、《国家宝藏》等影视综艺大热,故宫又联合腾讯出品《穿越故宫来看你》,搞怪可爱的雍正、故宫猫等故宫IP也进入大众视野,甚至前故宫博物院院长单霁翔也成为了个人IP。2019年一曲《我和我的祖国》在大江南北被自发唱响到2020年《我和我的家乡》的热映,更反映出国人文化自信的澎湃增长。“国潮”包含的内涵越来越多元多样,既是新兴消费趋势,也是新时代下最流行的时尚文化。

Since the 18th National Congress of the Communist Party of China(CPC),the emphasis on the fine traditional culture,the promotion of socialist core values and the call for cultural self-confidence have greatly boosted the young people’s identification with the culture of the motherland.Since 2017,the State Council has designated May 10 as“China Brand Day”every year.“national tide”together with the new chinese-style everything,will come into the spotlight,for the world to show its style and attitude.Since 2018,the Palace Museum has joined forces with tencent to produce“across the Forbidden City to see you”,and the cute and Quirky Yong Zheng and the Forbidden City cat have also entered the public eye,even Shan Jixiang,the former dean of the The Palace Museum,has become a personal Ip.In 2019,a song“I and my motherland”was spontaneously sung in the north and south of the Yangtze River until 2020,“I and my hometown”hit the screen,but also reflects the surging growth of cultural confidence of the Chinese people.The connotation of“national tide”is more and more diverse,which is not only the emerging consumer trend,but also the most popular fashion culture in the new era.