Editor's Guide: In the past two years, many brands have frequently circled through cultural creation, giving people the illusion that cultural creation can create everything. Under the dilemma of brand marketing, is Wenchuang really a savior? The author of this paper analyzes this, hoping to help you. The only constant in this world is change itself. From explosions to 10W+ to screens, the marketing trend is surging. In an environment where the content forms are more and more diverse but the effectiveness is gradually weakening, Wenchuang is regarded as the lifeline by many enterprises. Indeed, many brands frequently go out through cultural creation, and even some brands are popular. You will see a large number of so-called cultural and creative products pouring into the scene, giving people the illusion that everything can be created. Is Wenchuang really a good medicine? First, the chaos of cultural creation When it comes to cultural creation, many people will directly associate it with the online celebrity products of museums around the world, such as cultural relics ice cream and cultural relics chocolate, which are madly transmitted by friends in summer, and then think of various IP images and calendars, because the phenomenon of cultural creation is ignited by individual brands and IP. Cultural creative products in the usual sense, that is, cultural creative products, are innovative products with cultural connotations. Because such products often increase their added value through the development and application of intellectual property rights, cultural and creative products have distinct cultural attributes or IP attributes. This is also the reason why many seemingly ordinary products, after affixing a special LOGO, will have their value doubled (MandCX). What is valuable is not the product itself, but the value connotation behind the logo. The creativity of so-called "cultural creative products" is the re-innovation of combining this cultural connotation with ordinary products. You think all this is nonsense, but in practice, you will find that many enterprises just don't understand this truth. Seeing that some other people's cultural and creative products are on fire, my own brand has also made a model, from IP image to daily necessities, expecting that I can also sell well, and at worst, I can be on fire for a while. But the reality is like cold raindrops hitting my forehead, which is a direct feeling. I can also sell products under the joint name of others, but no one will care that the same product only has its own LOGO. Why? Because your brand itself is profit-driven, although you call "unprofessional" products cultural and creative products, for consumers, the brand itself lacks cultural value connotation. In this case, your so-called cultural and creative products are not real cultural and creative products, but products around brands at most. From this point of view, the cultural and creative products that many enterprises understand and make have actually become cannon fodder for marketing, but they are just a waste of psychological placebos. However, this does not mean that brands lacking special cultural values cannot engage in cultural creation, but the starting point and power point need to be re-examined and adjusted. The development of Wenchuang has gone far beyond the meaning of the product itself. In the new era, Wenchuang is essentially a brand-new mode of production for enterprises, and its gameplay, value and significance are beyond your understanding. Second, the innovative thinking of culture As mentioned above, in the traditional sense, cultural and creative products are carriers, and adhesion is the connotation of cultural values. However, in the actual creation of cultural and creative works, many enterprises often lack value recognition or are robbed by joint brands, and the result is either a gift for customers or a wedding dress for joint brands. Obviously, this is not what companies want to see. Let's go back to the origin and look at the problem. Why do enterprises engage in cultural creation? Or we can dig deeper. Enterprises have brands, products, and even many brands and products. What cultural creation do you want to do? Whether you follow the trend or the leader says you want to do it, whether you link users or increase sales, the ultimate goal is the same: widely export your influence. Traditionally, the export influence of enterprises is centered on products and brands. Products are realistic and brands are established, which leads to limited ways for enterprises to export their influence, or will be bound by the reality of products and brands. Wenchuang products, on the other hand, are closer to creativity, short and quick to operate, salty and sweet, and can be taken at will, and will not be subject to many restrictions in reality (MandCX). They are more flexible and operable in terms of output influence. From this point of view, the young monk thinks that the underlying logic of Wenchuang is a brand-new enterprise production mode, which breaks the existing cognitive dome of enterprises by creating incremental information of enterprises and activates people's imagination of enterprises. Yes, the essence of communication is information exchange. Literary creation is a brand-new mode of production, which is based on various creative products that can be developed and extended. Through operation, marketing and interaction, we can create information different from that based on products and brands themselves, constantly create surprises and break people's stereotypes about a company, thus refreshing their cognition and releasing their influence. In other words, cultural creation is the key for enterprises to open the public's imagination about themselves. If the existing cognition of brands, products and information based on them is a realistic field, then cultural creation is an imaginary field. Of course, the imaginary domain is not a free-flying space, but a playable space based on the core of the enterprise, brand concept or strength positioning, which is difficult to expand or be limited based on the real existence of brands and products. Literary creation, as an imaginary field, has the power of user connection, scene capture and strong social appeal. As you know, many products, especially high-priced products and low-frequency consumer products, are relatively weak in connection and interaction with users, while cultural and creative products can be anything that is easily accessible in life and can play a good link role. Even if they are not existing users (MandCX), they can be attracted by cultural and creative manufacturing, affecting consumer behavior and mind. At the same time, Wenchuang products can capture all kinds of life, work and entertainment scenes, penetrate into the whole process of consumer behavior, and subtly market consumer behavior. However, literary creation is a mode of production, and social appeal is the core driving force in the process of opening up the imagination space. Because social infection means people's goodwill, word-of-mouth communication and social currency, these are the key and key points to play the role of cultural creation. Third, the effectiveness of cultural innovation Cultural innovation is popular because everyone sees the great role and value of cultural innovation, which in turn affects everyone's creation and utilization of cultural innovation. Since cultural creation is an imaginary field, the value and utility of cultural creation also need to be grasped again. The young monk thinks that the following three effects of cultural creation deserve to be re-recognized: 1. Undeniably, there are indeed some institutions that generate income through cultural creation. For example, the annual turnover of the 600-year-old Forbidden City can exceed1500 million, far exceeding the revenue level of many A-share listed companies. But no enterprise is poor enough to get rich through cultural creation, because enterprises are different from the Forbidden City, which is a non-profit organization. Enterprises are for-profit organizations and must have their own business model and sell products. This is the main business. Wenchuang is more about connecting with users, reflecting a certain interest block and highlighting a lifestyle, thus promoting product sales and boosting the release of corporate influence. Therefore, for enterprises, the basic consideration in the creation of MandCX is how to establish a harmonious relationship with users and stimulate their deep recognition, rather than trying to pursue sales transformation. For example, NIOLife of Weilai focuses on creating a pleasant original lifestyle, and its products are deeply matched with the user groups. Whether it is clothing, luggage, home, food or 3C technology, it is characterized by attitude, story and design taste, and it is in place to connect users. According to the young monk, many people don't drive Weilai's car at present, but they often buy these good products from Weilai. It can be seen that Weilai has created these high-quality products through more than 500 designers of more than 30 nationalities, and even launched the brand of Wenchuang Wu Hao, which has opened people's imagination of its ultimate user experience. Even if you are not a Weilai user, it does not affect your becoming a Weilai fan. 2. From scene occupation to social anti-human behavior, everything is in a specific scene, and the scene is very important for establishing correlation mapping. Static scene occupation is difficult to have a long-term effect, and it is easy to be ignored without interaction. Therefore, in order to avoid eating ashes, the cultural creativity created by enterprises must consider how to react chemically with users, that is, how to maximize social appeal. The cat claw cup launched by Starbucks is a typical case. Cat claw cup sold out quickly within 0.07 seconds after it was launched. Some fans queue up all night to buy, and even fight in groups in front of the counter, which is very social. Moreover, people who grab the cat's paw cup in the later period will inevitably share photos (MandCX) spontaneously and form social currency. Later, Starbucks also brought the "brother" cat tail cup of the cat claw cup, which can be said to be farther and farther on the way to playing the cup. Wenchuang is socialized, and it is necessary to find the coupling point between the enterprise itself and users' surprises to stimulate social enthusiasm. Cat claw cup is a good combination of Starbucks' high-quality show-off and cute pet popularity, which leads to social topics. 3. From marketing routines to value endowments, cultural creation is an imaginary field. This kind of imagination must not be grandstanding, but around a certain core expression, or help enterprises to carry out a certain narrative, give enterprises value through continuous cultural and creative output, and form an imagination domain. Tesla introduced the tequila named "Teslaquila", which was in the shape of lightning and sold out quickly on the day it was put on the shelves. Creative products originated from a joke of Musk's April Fool's Day. At that time, he released a photo with cardboard and the words "bankruptcy" written on it. Musk joked that "Tesla will declare bankruptcy because he has exhausted all the funds, and Musk soaked his sorrow with a bottle of' Tesla+tequila'". Tesla responded to his jokes through figurative cultural and creative products, and made a brand narrative (MandCX) in an unexpected way, which deepened everyone's understanding of Musk's consistent boldness. Tesla also launched a whistle, Cyberwhistle, which looks similar to Tesla's upcoming electric truck Cybertruck, and was also snapped up. Musk even alluded to Apple in order to bring goods. "Instead of wasting money on Apple's polishing cloth, you might as well buy my whistle." . From marketing routines to value-giving, Tesla Wenchuang constantly makes a fuss about geek culture and deepens everyone's belief in its value. Wenchuang is the imaginary territory of enterprises. Make good use of this special productivity, so that enterprises can transcend the shackles of brands and products and obtain different effects at multiple levels! The above hope can inspire you and make marketing not difficult to grab! # Columnist # Little monk Kun Kun, official account of WeChat WeChat: Marketing Zen Hall (ID: mandcx), making marketing not difficult to survive, sharing marketing knowledge, planning dry goods and copywriting skills, Amitabha became a Buddha ~ This article was originally published by everyone as a product manager. Without permission, it is forbidden to reprint the title map from Pexels, based on CC0 protocol.