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Cultural investment, let "manufacturing" become "intelligence" - exploring the investment of cultural industry development path (on) 2013-05-15

 

Last month, at the Boao Forum for Asia held in Hainan, when the former president of Microsoft Corporation Bill Gates received the National Gifts presented by the Forum Organizing Committee—the “Dragon Dream” designed by Ningbo Qianyu Glass Crafts Co., Ltd. When he said, "This is a treasure of oriental traditional culture and art!" Three years ago, the "Expo Kitchen" launched by Ou Lin Kitchenware costing more than 5 million yuan was unveiled at the Shanghai World Expo, integrating technology, health, intelligence and aesthetics. The kitchen allows surfing, viewing recipes, and picking fruits and vegetables to become a reality in the kitchen. "By investing in the cultural industry, we have realized the organic combination of 'cultural connotation + creative thinking + industrial characteristics' and found a breakthrough in transformation and upgrading." Xu Jianguang, president of Ou Lin Group, which owns Ou Lin and Qian Yu, said. The ancient glaze originated in China 3000 years ago, and its complicated craftsmanship was once lost. Today, Qianyu Company has revived the artistic charm of classical glass with Ningbo creativity and modern skills, and has gradually evolved into a creative industry: Since 2008, Qianyu Glass has been the Boao Forum for Asia for six consecutive years, and has been the former Prime Minister of the United Kingdom. Blair, the IOC Lifetime Honorary President Samaranch and other political celebrity collections; products from the past ornaments to hotel decorations, tableware, lamps, building components, etc., into Nanyuan International, Marriott, Pan Pacific and other high-end brand hotels. In Ningbo, more and more manufacturing companies have stepped into the road of “intellectual creation” by stepping into cultural investment. Optimistic about the development prospects of the arts and crafts industry, Ningbo Shunqi Natural Hair Products Co., Ltd. is planning to establish a cultural development enterprise named after the brand of “going its nature”. “In recent years, the share of domestic handicrafts has become larger and larger, and the high-end hair brush that combines traditional Chinese elements can be both consumer goods and handicrafts that ordinary households can afford.” Chen Jiayan, general manager of the company believes. To this end, the company's hair brush design incorporates traditional cultural elements such as Yuyao Hemudu Culture's “Double Bird Chaoyang” and Liangzhu Story “Butterfly Love”. In July last year, at the World Expo held in Yeosu, South Korea, the company used a “Tianlu girl” brush that used Ningbo’s national intangible cultural heritage bone-wood mosaic process, and was selected by the Ningbo delegation as an official gift to guests from all over the world. Luomen Group, a leading clothing company, has invested heavily in building a global paradise with indoor roller coasters, pirate ships, XD cinemas and other amusement facilities. The Disneyland, known as the doorstep of Ningbo people, will be greeted in October next year; traditional printing Shengguang Packaging entered the software and animation industry, and its subsidiary company Tianyi decided to sell to North America, becoming China's first competitive game to enter the overseas market... Leveraging cultural creativity, Ningbo made a perfect transformation. "In the past, the hair brush we produced was only 0.5 US dollars. Now, the craftsmanship of the cultural elements such as mud gold paint and wood carving is several hundred yuan, and the added value is significantly improved." Chen Jiayan said with delight. The case of a group of Ningbo enterprises, such as Ou Lin and Shun Qi, shows that the deep integration of culture and manufacturing will not only stimulate the vitality of enterprises, but also promote the pace of transformation and upgrading of enterprises and enhance the market competitiveness of products. From the international experience, culture is often the key to the “blue ocean” strategy of manufacturing. On the one hand, traditional products have doubled the value-added and profits by grafting culture and integrating ideas; on the other hand, the cultural industry has done well. Coming over can drive the manufacturing industry, promote technological innovation, and enhance the value chain of the enterprise, thus transforming the essence of traditional culture into real productivity. The practice of companies such as Olin also shows us a new way out for private capital. I hope that the government can lower the market entry threshold and vigorously support private capital to enter the cultural industry, adding new strength to the Ningbo cultural and creative industry. (Yu Yongjun)