With the improvement of the material living standard, people's consumption motivation and purpose have also changed. We held simple "eat well and wear warm" and "good quality and low price" at the beginning. Till today, we are attracted by the brand concept and design concept, impressed by the design appearance, and pay for the brand ambassador of the products we like.
The diversification of consumption motivation has contributed to the diversification of consumption behavior.
Now, it seems that the product is not just a symbol at the end of the production chain. With more and more designers' cultural creativity and design inspiration, stationery has gone to cultural innovation, and the public's demand has gone from "practical" to "practical and beautiful", even focusing on the internal cultural essence, which is unprecedented.
For which reason do we love to but the stationery products?
1. Cultural resonance
Under the touch of cultural resonance in one way or another, we have more ardent expectations and deeper feelings for stationery.
On September 20, 2019, the "Forbidden City on the desk - Palace Museum Stationery Brand Launch Conference" was held in Jianfu Palace Garden of the Palace Museum. The Palace Museum Stationery is the first achievement of strategic cooperation between the People's Daily and the Palace Museum, which has received strong support from both sides.
Stationery is the direct carrier of cultural heritage. It conveys the spirit and aesthetic essence of the Forbidden City with the help of stationery used daily, which reflects the cultural self-confidence of Chinese people and is also an innovative way to promote traditional Chinese culture in the information age.
It is the original intention of choosing stationery as a creative category with the Forbidden City to promote cultural communication through stationery innovation, which will open up an innovation demonstration for the central mainstream media to set foot in the cultural industry.
The original intention of the creation of the Palace Museum stationery determines that, on the one hand, it conveys the aesthetic essence of the Palace Museum through the artistic extraction of the historical and cultural elements of the Palace Museum and the daily use of stationery, so that Chinese traditional culture can enter daily life; On the other hand, in terms of design, material, process and other aspects, we demand high quality and high standards.
In terms of design, the Palace Museum stationery is not only a modern interpretation of traditional culture, but also a world expression of Chinese culture. A glimpse of the elements of the Forbidden City in a corner of the desk enables users who are working and studying hard to feel the culture of the Forbidden City and the beauty and poetry of life.
2. IP Personalization
The so-called IP is actually "intellectual property", which is the essence of culture after it has accumulated to a certain level. It has a complete world view, values and its own vitality. Therefore, not all so-called IP can be called IP.
In the current context, IP refers more to film and television literature, games and animation that are suitable for secondary or multiple adaptation and development. For a while, the literary circle, the game circle, and the film and television circle all coveted the "big IP", fearing that they would slow down a step and lose not only the theme of IP, but also thousands of fanatical fans standing behind IP and their consumption ability that should not be underestimated.
The strength of IP lies in that once it comes into contact with an audience group with similar world outlook and values, it will quickly condense and develop into a culture, which will continue to progress, develop and inherit. In the past, powerful IP existed more in books and movies, and it was a semi open group. However, with the emergence of the Internet platform, it is possible to quickly integrate different cultures together to form a comprehensive IP platform.
In recent years, IP customization has become more and more popular with consumers because it can not only meet users' "demanding" pursuit of fashionable appearance, but also develop more hard core functions that meet users' usage habits, thus improving the sense of quality of life.
