Cultural Empowerment! China Seven Brands And China Post Cross Border Joint Brand

On the morning of January 5, the white jade Hall of the National Museum was full of excitement. The first special stamp ceremony of the year of the Xin Chou, the campus cultural and creative contest of China Post, the award ceremony of the cultural and creative contest of the zodiac and China Post were held· Seven brands in China "Cattle out of the circle" joint clothing conference was held here. Dai Yingjun, member and deputy director of the Party group of the State Post Office; Liu Aili, chairman and Secretary of the Party group of China Post Group Co., Ltd.; Zhang Jinliang, general manager and Deputy Secretary of the Party group of China Post Group Co., Ltd.; Kang Ning, deputy general manager and member of the Party group of China Post Group Co., Ltd.; Yao Zhonghua, famous artist; LV Gang, vice mayor of Quanzhou City, Fujian Province, Hong zhaoset, chairman of Fujian Qipai Fashion Technology Co., Ltd., and others attended to witness this important moment. In addition, Yao Zhonghua, a famous artist and stamp designer for the year of the ox, sun Ruizhe, President of China Textile Industry Federation and chairman of International Textile Manufacturers Federation (ITMF), Li Dangqi, chairman of the 7th Council of China Fashion Designers Association and former dean of the Academy of fine arts of Tsinghua University, were specially invited to attend the press conference, Let the inheritance more out of the circle "theme.

Cross border joint postal service, seven brand "cattle out of the circle"

On the spot of the Lunar New Year stamp press conference, the award ceremony of the cultural and creative contest of Chinese Zodiac was held. China seven brand won the best creative award of enterprise group, and Hong zhaoset, chairman of China seven brand, took the stage to receive the award.

China Post · China seven brand Zodiac joint name clothing press conference then solemnly appeared. As soon as a series of costumes with stamps and cow design elements as the design creativity appeared, they attracted the attention of the whole audience. Relevant design elements are integrated with printing, embroidery and weaving marks, jacquard and other technologies, creating visual beauty of clothing on carefully selected fine fabrics, and conveying the connotation of culture and art. Even the tag also selects the personalized self-adhesive stamp of China Post as the anti-counterfeiting label, showing the quality and characteristics of both the whole and the details.

Qipai also opened an important moment in the history of brand development with three "firsts": it entered the National Museum for the first time, cooperated with China Post (one of the world's top 500 companies) for the first time, and became the first clothing brand officially authorized to use stamp patterns.

Many attempts to create with cultural empowerment

Stamps, between the square inch reposes the sentiment, carries the culture and the art. Even with the vigorous rise of social media, its practical value is declining, and its attribute as a cultural product can not be ignored. 2021 is the year of the ox in the Lunar New Year of the ox. China Post issues a set of two special stamps. Created by the famous artist Mr. Yao Zhonghua, it continues the concept of "family and country" in the fourth round of zodiac stamps. With the "striving to be strong" of the fourth round of zodiac stamps and the "good luck of the year of the ox", it vividly interprets and artistically displays the traditional Chinese Zodiac culture between movement and stillness, strength and warmth, and places hopes for the country and family.

In traditional Chinese culture, cattle are the symbol of diligence, representing tenacity and perseverance; in the modern context, "cattle" has added the connotation of "fierce". This authorization is the first time that China Post carries out market-oriented operation and promotion with famous clothing brand Qipai in the way of Brand Co branding. Both sides will uphold the original intention of carrying forward Chinese traditional culture, adhere to the ingenuity of "carefully polishing quality", so as to promote the ambition of win-win between culture and manufacturing industry, and realize the strength of "cattle" with the perseverance of cattle under the new economic situation, Through such a meaningful cross-border cooperation, the brand effect of both sides will be superimposed to promote the industrial integration and development.

It can be said that this time Seven brands in China The cross-border cooperation series of China post is a creative upgrade of the manufacturing industry and an innovative attempt of "going out of the circle" of traditional Chinese culture. Let the ancient Chinese Zodiac culture and modern clothing art collide and combine, with creative fashion forms, give clothing a new cultural and artistic connotation, not only meet the public's enthusiasm and pursuit of traditional culture, but also expand the application scene of Chinese culture, and enhance the confidence of national culture.

This is not the first time Qipai has tried cultural empowerment. Prior to that, China Qipai had established its own IP image Mr. Qi based on the deep foundation of Chinese traditional culture, and constantly extended and enriched its connotation, opened a new attempt of traditional national brand, combined with its own enterprise characteristics and Chinese traditional culture, and conducted in-depth research and Exploration on the application of brand IP extension strategy. National, is the world. We should dig into the essence of national culture and become the seven brands of creative articles. We will eventually plug in the wings, take the cultural "cattle" out of the circle, go to the world, and become the practitioners of Chinese cultural heritage.

Stand on the wind to create IP, explore new possibilities of transformation

At the press conference, ye Jun, deputy general manager of Fujian Branch of China Post Group Co., Ltd., signed a strategic cooperation agreement with Hong Zhaoqi, chairman of the board of seven brands of China, to reach a consensus on the co branding cooperation of zodiac stamps.

In the forum of "stimulating infinite possibilities and making inheritance more out of the circle", the leading guests sat down and talked about it. Starting from the characteristics and personal experiences of their respective industries, they shared their understanding of "cattle" and discussed the inheritance and innovation of culture“ Mr. Qi ”This paper discusses the significance of IP image to the development of enterprises and the IP marketing of domestic and foreign brands, which collides with ideological sparks and leads to industry thinking. Closely linked to the theme, each angle, explore the infinite possibility of making inheritance more "out of the circle".

From the creation of own IP“ Mr. Qi ”In depth interaction with consumers, Qipai and China Post have jointly released the product "cattle out of the circle". Qipai has never stopped the pace of innovation and change. It conforms to the trend of the times, anticipates the external environment, and absorbs the vitality and vigor of brand development and upgrading from the culture. It not only embarks on a road of transformation and upgrading with unique brand characteristics, but also has the potential to cope with the unpredictable market, It has also become a pioneer and Pathfinder to gather the innovation and creativity of cultural creativity and stimulate new possibilities in the clothing industry.