What's the first thing that comes to mind when you see the words "around Wenchuang"? Mobile phone cases sold in scenic spots? Or mouse pads everywhere? Always fixing your mind on these small objects, what is the difference between this and the key chains sold in scenic spots more than ten years ago? !

the times are constantly moving forward. Wuling Hongguang, a brand that has nothing to do with fashion in everyone's impression, successfully brought Wuling elements to the Shanghai International Model Contest some time ago and successfully crossed the border.

Huangcun Cultural and Creative Industry Park applies the netizen's sentence: Wuling dares to walk the catwalk. What qualifications do you have not to work hard? !

Museum Wenchuang

When it comes to the surroundings of Wenchuang, it is natural that the word "museum" will pop up in my mind. Following the successful opening of the Forbidden City, several major museums are not to be outdone and continue to exert their strength.

Wuhou Temple Museum in Chengdu is very careful to launch the "Wisdom Kit of Three Kingdoms Academy". In the form of "Kit", it integrates many products such as bookmarks, notebooks, pens and pencil cases to meet the basic stationery and appliance needs of young people, which is also quite meaningful for collection!

There is also pop-up book, who uses cartoon characters to express famous historical stories. The books with three-dimensional bounce are novel and interesting, which are suitable for readers of different ages to read, and everyone can also feel the profound cultural background and spiritual connotation in them.

Wuhou Temple Museum in Chengdu

Sichuan Museum, a pair of red wine cups, takes Daqian's imitation of Dunhuang frescoes flying in the sky as the theme, and combines with the new art style design. The whole set of products are gorgeous in shape and contain the charm of oriental classical culture. It also won the "Excellent Exhibition of Cultural and Creative Industries across the Taiwan Strait-Best Creative Product Award" in the Fifth Cross-Strait (Xiamen) Cultural Fair.

Sichuan Museum

Look, even if it is necessary to develop museums around Wenchuang, it is increasingly moving in the direction of "heart" and "better cultural heritage", instead of sticking to small objects such as refrigerator magnets and not following the bosses!

Brand Wenchuang

Museums are not the only places to play around Wenchuang. Many brands have also joined the flood after the Forbidden City was surrounded by Wenchuang. According to "China Catering Report 2119", among the catering consumers in China, young people born after 1991s account for 51.4%, which is the main force of the current consumer groups. Thus, it is natural and inevitable that the surrounding areas of brand culture and creation appear.

Haidilao actively launched Wenchuang periphery last year. Although it was only some low-cost accessories, this attempt won the support of many netizens, and even many people actively participated and made suggestions for Wenchuang periphery of Haidilao, which greatly increased the stickiness between brands and users.

Haidilao Wenchuang

When it comes to the most impressive surroundings of Wenchuang, of course, Starbucks' cups, Starbucks' "doing nothing", were even ridiculed by netizens that Starbucks originally sold cups, and his coffee was not necessarily the best, but their cups were definitely the most popular.

In fact, coffee cup itself is also a kind of coffee culture. Starbucks cultivates coffee culture by constantly introducing coffee peripheral products, and through the output of this culture and concept, it shapes its own differentiation and empowers the brand. Incidentally, the revenue brought by gift cards and coffee cups of Starbucks accounts for 25% of the annual revenue.

Starbucks Wenchuang

In addition to the direct profits brought by selling the surrounding areas, Wenchuang can also bring potential benefits. For example, when you use Starbucks cups, you may be tempted to go to Starbucks downstairs to replenish some coffee; When you use the canvas bag of Haidilao, it seems that you will tell yourself that it is time to eat Haidilao. Surroundings can bind you to this brand more deeply, and at the same time subtly increase your re-consumption of this brand.

Urban Cultural Creation

How can urban cultural creation be missed when all provinces and regions are scrambling to develop characteristic cultural tourism? However, compared with museum cultural creation, urban cultural creation relies less on IP characteristics and more on regional characteristics and feelings for this land.

Jiangyin was developing urban creativity last year, especially the Jiangyin dialect tape, which is very popular among netizens. Let's test your Jiangyin dialect.

Last year, Shaanxi also launched its own urban creative cultural and creative periphery. Whether it's the Terracotta Warriors Hotel, which was popular on the Internet, or the transportation card of the Queen's Seal of the Western Han Dynasty, which was jointly launched by Shaanxi History Museum, you can swipe your card in 225 cities across the country. Once it was launched, it instantly became popular all over the network. People's Daily, China News Network, Global Times and other like reports, and Weibo clicked and read over 111 million.

It is very necessary for the development of urban culture and tourism to produce urban cultural and creative periphery, and "urban cultural and creative periphery" is doomed to be integrated with local characteristics, ranging from dialect tape to joint museum innovation, which are all local advantages. However, in the actual operation process, how to tap and develop local characteristics is still something to be considered.

There are more than just mobile phone cases around Wenchuang. In today's increasingly fierce competition in Wenchuang, there is no market for selling mobile phone cases. Whether it is around museums, brands or cities, in the final analysis, they sell not only products, but also the culture they want to pass on to consumers. They don't know the underlying logic clearly, and they just think that it is enough to make some "mobile phone cases", really.