It cannot be a simple supplementary embellishment of Western culture and should not be narrowly defined as a banner to promote nationalism. Using "Chinese elements" as a creative language should not b

It cannot be a simple supplementary embellishment of Western culture and should not be narrowly defined as a banner to promote nationalism. Using "Chinese elements" as a creative language should not be regarded as a fashionable new term. Indeed, there is an indisputable fact that while the world economy cannot do without the continuously growing Chinese economy, world civilization cannot do without Chinese culture. Because Chinese culture is an indispensable and important part of mankind. The "Chinese elements" that nurture the spirit of Chinese culture will lay the confidence for Chinese brands to go global, and they will assume the mission of integrating into and influencing the world. Today's "world is flat", the intangible controls the tangible, knowledge controls the material, and culture controls the value. The "manufacturing" of a strong country includes very light things, such as brands, standards, patents, dreams, culture and lifestyles. What should China, a country with five thousand years of civilization, do? When we are intoxicated by the fact that everyone in the world has to buy a pair of Chinese shoes, two meters of Chinese cloth, and three pieces of Chinese clothing every year, don't forget that 90% of the products are labeled with other people's brands. . Today, China ranks first in the world in terms of production of more than 170 categories of commodities, but it does not have a single world-class export brand. Compared with the rest of the world, our actual advantages still lie in low-cost labor and low-value resources, and we are still at the low end of the world economic value chain. However, as China's national image is increasingly accepted by the world, what should Chinese companies do? What reflections should Chinese creative people have? What value does a Chinese brand have to become irreplaceable? If we take a closer look at those strong brands that are widely accepted by the global market, we can easily find that behind every successful brand there is power derived from the local cultural spirit. For example: the innovative spirit and leadership consciousness of the United States, the team spirit and crisis awareness of Japan, the luxurious romance and artistic fashion of France, the rational expertise of Germany and the never-say-die spirit of South Korea. People can understand the cultural value expressed through different element symbols, and thus realize the profound connotation of the brand. We can play a brand-changing game. Suppose "Sony" is from Germany, "Samsung" is from the United States, "Apple" is from Japan, "Mercedes-Benz" is from South Korea, and "Microsoft" is from France. You must It feels weird. The reason is obviously caused by the dislocation of elements leading to confusion of cultural connotations. It can be seen that the cultural elements of a country are decisive for the genes of its brand. The 1964 Tokyo Olympics and the 1988 Seoul Olympics were powerful symbols of our two neighboring countries entering the international stage. It is also a critical moment for "Japanese elements" and "Korean elements" to integrate into the world and influence the world. Today, China's foreign exchange reserves have exceeded one trillion and two thousand U.S. dollars, becoming the largest in the world and even affecting the fate of the U.S. dollar. The upcoming 2008 Beijing Olympic Games will also become a new coordinate for China's development. Human eyes will focus on Beijing. As a Chinese creative person, we can be satisfied with the four great inventions of our ancestors, ancient porcelain bronzes, Qin Terracotta Warriors and Orchid Pavilion. ? Can we tolerate that we only know how to copy Mickey Mouse, Donald Duck, Nike shoes, and jeans? Can we still replicate the brand success of Coke, Starbucks, Intel, and Toyota in the world market? How do Chinese brands go global? I think this is the driving force and mission of "Chinese Elements" creativity!