The Winter Olympics "top stream" ice pier was born in Guangzhou, not only that, whether it is the Mascot of the Canton Fair, the Mascot of the Guangzhou Metro, or the cartoon characters such as Pig Man and Happy Sheep who have accompanied generations of children to grow up, many of the IP images of "out of the circle" actually come from Huacheng. These vivid and cute IP images are not only spreading culture, but also promoting the development of the national economy.
Cao Xue, designer of the ice pier at the event site, made a speech Photo source: Aoyi News
Guangzhou IP design frequently out of the circle
On February 24, the Information Office of Guangzhou Municipal People's Government held a sharing and exchange activity of "Creative Design, Making the Times Better". At the scene of the event, Xu Bing, deputy director of the China Foreign Trade Center and spokesman of the Canton Fair, said: "All fields of the national economy and all aspects of our work and life are inseparable from creative design, and China's creative design industry is accelerating its development."
Recently, the Mascot of the Winter Olympic Games, "Ice Pier", with its distinctive and lovely image and super-energy characteristics, has become one of the outlets for the world to pursue the Beijing Winter Olympics and release the enthusiasm for ice and snow sports. Teacher Cao Xue and the Guangzhou design team led by him accurately grasped and interpreted the spirit of the Beijing Winter Olympics, and also let the public see that good cultural IP can become a work with Chinese cultural symbols, international communication attributes, the latest scientific and technological trends and market enthusiastic feedback, and also felt the openness and inclusiveness of Guangzhou to cultural and literary creators.
In fact, Guangzhou's IP design has long been out of the circle, in addition to the ice piers that have been all over the world, the 130th Canton Fair mascot "Haobao, Haoni" was launched, and it was also welcomed and loved by all walks of life, when the exhibitors attending the meeting were "hard to find", many merchants left messages on social media hoping to buy. They are "cross-cultural positive image symbols" and also provide more possibilities for Guangzhou to create an international communication image of "open China". In addition, Shan Chengbiao, general manager of the Global Network, also introduced that "Kobayashi Manga" has become one of the glittering new media business cards in Guangzhou.
Photo of the event Source: Aoyi News
Cute image drives economic development
These cute image designs are not only representatives of culture, but also contribute to public life and national economic development from all aspects. The Canton Fair carried out the "Haobao, Haoni" trade promotion activities, a number of "'Haobao Haoni' cloud exhibition" activities, and from the perspective of "Haobao, Haoni", help buyers feel the vivid scene of the Canton Fair at zero distance, experience China's new intelligent manufacturing in an all-round way, quickly find suppliers, and promote the docking of supply and procurement.
At the same time, the animation industry in Guangdong is also booming, driving the animation economy in Guangzhou. Seventeen-year-old "Pig Man" has 46 seasons of TV animation so far, nearly 20,000 minutes of animation materials, 6 animated movies, 6 stage plays, theme song copyright music more than 20 songs. In line with it, the same seventeen-year-old, accompanied by generations of people to grow up, produced by Guangzhou Original Power Technology Co., Ltd., "Happy Goat", this year's big movie has created a box office of 155 million yuan, and the box office performance is still rising.
The IP licensing industry is developing rapidly
Not only is the IP itself shining, with the advent of the IP economy era, the IP licensing industry has developed rapidly as an emerging industry, which is enough to create a pan-entertainment industry chain with the fan economy as the core, and has huge market potential.
Guangzhou Metro's mascot "Youyou Neighborhood" IP is a good example, "Youyou Neighborhood" IP tries to cross-border cooperation catering brands, opens the first McDonald's subway theme store pilot, and specially launches 100 McDonald's package free activities. Through the introduction of licensors, nearly 40 cultural and creative peripherals such as stationery, toys, and daily necessities with the IP theme of "Yo-Yo Neighborhood" have been developed simultaneously. The cartoon characters in other animated films can also create commercial value while promoting the positive core through IP authorization.
As Yao Shifeng, general manager of the marketing department of Guangzhou Metro Group, said: "Metro IP construction can get more users who identify with their own brand concepts and cultural values, and create more market benefits through user consumption, supporting Guangzhou Metro to go further in the future development." And this, no doubt, applies to other IPs as well.
Aoyi News reporter Liu Jie