As the first engine of China's economic growth, consumption plays an increasingly important role. Statistics from the National Bureau of Statistics show that in 2065438, the contribution rate of consumption expenditure to economic growth reached 76.2%+08.6%, which became the first driving force for national economic growth for five consecutive years. In this year's government work report, the word "consumption" appeared 16 times. The report pointed out that "promoting the formation of a strong domestic market and continuously releasing the potential of domestic demand", "developing new consumption formats and new models, and promoting the integrated development of online and offline consumption". At the same time, the scale and potential of the market are also growing. An article by USA-Today (65438+1October 23rd) said that in 20 19, China will become the first in the global retail market. EMarketer, a market research organization, also released global retail and e-commerce forecasts. According to the data, the total retail sales of China is expected to increase by 7.5% in 20 19, reaching 5.6 trillion US dollars, and the general trend of China's growth rate surpassing that of the United States will continue until 2022. On the one hand, it is the increasingly powerful domestic market, on the other hand, the importance of consumption promoting economic growth is increasing. Where does the new growth point of consumption come from? The booming cultural and creative industries have become one of the indispensable driving forces for the growth of new consumption. Statistics from the National Bureau of Statistics show that the added value of cultural and creative industries in China has increased by 66.09% in the past five years, accounting for 4.29% of GDP in 20 17. However, compared with developed countries, the growth space of China's cultural and creative industries is still huge. Zhang Bin, member of the Chinese People's Political Consultative Conference and president of China Cultural Industry Association, said that the cultural and creative economy can promote the development of the national economy and has broad prospects. It can measure a country's economic level, a country's international economic and political status, and to some extent, the quality level of the whole nation. In recent years, thanks to the great convenience of the Internet, cultural and creative consumption has rapidly entered people's lives, and its rapid trend can be described as "hot". From the landscape bookmark of "National Treasure" to the light show of "Yuanye in the Forbidden City", it has attracted the attention of the whole people and fully proved the key role of fine cultural creation in releasing consumption power. Wang Fei, head of Alibaba's cultural and creative industries, revealed that cultural and creative consumption is on the increase in both the supply side and the demand side. In recent years, traditional cultural institutions including the Forbidden City have opened stores in Tmall and Taobao. Traditional food that once disappeared on people's tongue has reached the dining tables of countless urban residents through box horses; Countless non-legacy cultures of ethnic minorities far from the border of the motherland have gained more audiences through the Internet platform. Ali Big Data shows that 49.5% of users will choose to buy museum cultural and creative products online, and 50.9% of users will pay a premium for museum cultural and creative products. Young female customers with high consumption in cities are the main group of cultural and creative consumption in museums, among which people under 30 (born after 90) account for more than half, and 52.7% of users' consumption in cultural and creative fields belongs to high consumption. Young people have grown up, cultural relics have come alive, and "new cultural creation" has come. In the field of cultural creation, the charm of traditional culture is fully displayed. From 20 16 to 20 18, in just two years, the cultural and creative products of the Forbidden City covered many categories such as office, clothing, home, food and national gifts. The data shows that by the end of 20 17, the number of cultural and creative products in the Forbidden City had exceeded 10000, and the "network celebrity" with a history of nearly 600 years once again came into people's field of vision. At present, the Tmall flagship store of the Palace Museum has 25 1 10,000 fans. At the Yabuli Forum held on February 17, Dan Jixiang, president of the Palace Museum, revealed that the income of cultural and creative products in the Forbidden City reached1500 million yuan in 20 17. A more striking contrast is that this figure exceeds 1500 A-share listed companies. Wang Yamin, member of Chinese People's Political Consultative Conference and director of the Palace Museum, said that the Palace Museum is the largest royal complex in the world with a history of nearly 600 years. The Forbidden City is the museum with the largest collection of cultural relics in China. It carries the culture and civilization of China for 5,000 years, and it is the window of China's foreign culture. The Palace Museum has the responsibility and obligation to make these cultural relics known, experienced and appreciated by more people through creative and Internet platforms. Only with the social demand as the guide, the cultural relics collected in the Forbidden City as the origin, the Forbidden City scholarship as the support, and the Internet and other marketing platforms as the means, can the cultural creation of the Forbidden City come alive. By accurately conveying the cultural value of the Forbidden City IP and its personalized identity, every new product of the Forbidden City will become an explosion. At the end of 20 18, 36,000 pieces of Fu Guan (couplets, blessings, door gods, red envelopes and New Year pictures) in the Forbidden City were sold, which became the explosive goods in the Spring Festival couplets. On 20 19, Forbidden City Wenchuang will launch a series of innovative IP products of Forbidden City in Tmall around the themes of "China Festival in the Forbidden City", "Being the First" and "Dragon and Phoenix Becoming Lucky". 20 18 12 17, the cultural exploration program "National Treasure" was also moved from Silverscreen to Tmall, where the official flagship store "Hello History" was opened. In addition to launching Gu Zhuo Muyan Cup, innocent "beauty bubble" bag with scented tea, three-dimensional post-it notes showing the Tang tomb mural "The Gift of Quelou" and ink perfume redefining the "oriental taste" in Tmall, National Treasure has also cooperated with brands such as Paradise Umbrella, Xiaoya Speaker, Duanmu Jinliang, and famous artists such as Qu Guangci and Bronze Age to create a national treasure. The data shows that more and more young people express their personalities through museum cultural and creative products. The insiders believe that young consumers in China are no longer only concerned about the goods themselves, but also about the cultural core brought by the goods. Behind the museum's presence in Tmall and Taobao is the rise of the country's new creative power, and the "new creative year" in which culture empowers business has arrived. On 20 19 65438+ 10/8, tmall announced that it would launch the "tmall new ideas" program in 2065 438+09 to help the creative industry commercialize and reach more consumers. In addition to helping Wenchuang IP to derive more interesting cultural innovations through analysis, Tmall's millions of brand businesses also constitute a rich business ecosystem, providing a broad experimental space for cross-border cooperation authorized by Wenchuang IP. 20 19 and in the future, tmall's new retail capabilities will also enter the cultural and creative industries, including the new retail positions of cultural and creative industries such as national treasures. Tmall will also cooperate with major museums to build a smart museum, allowing consumers to experience VR, AR and other technologies in the physical exhibition area. New cultural creation and new consumption: cultural craze driven by "Buy in buy" Wang Fei, head of Alibaba Group's cultural creation division, said when talking about "new cultural creation" and "new consumption" under the Internet platform: "In the past, we looked at the original products, history and culture of the museum. Today, with the help of a commercial platform like Alibaba, cultural and creative products can penetrate into every life scene of the people, from eating, drinking and having fun to entertainment, further increasing the width and depth of new cultural and creative works; " "New consumption" lies in the fact that the past consumption mainly depended on the physical attributes and functions of the goods themselves. Today, with the help of Wenchuang and IP, goods can be endowed with more spiritual attributes and premium ability, and become a new position for brands to reach users. "

At present, in the face of the new consumption trend of the Internet, time-honored brands are gradually exploring some new ways to interact with young consumers. According to Ali data, Taobao has attracted nearly 50% of national-level "non-legacy", over 70% (nearly 800) of Chinese time-honored brands and tens of thousands of merchants to gather here. Internet brings not only sales volume to time-honored brands, but also the promotion of the whole business philosophy.

Yueshengzhai brand was founded in Qingganlong for 40 years with a history of 1775, and has a history of more than 240 years. "spiced roast beef, spiced roast mutton, spiced roast beef and spiced roast mutton" is its signature. In 2008, the skill of cooking beef and mutton with Yueshengzhai sauce was awarded as "National Intangible Cultural Heritage" by the people of China, the State Council, China and the Ministry of Culture. Zhang Xinwen, head of Yueshengzhai Company, said frankly that the time-honored brands generally encountered some difficulties in the face of new consumption trends and changes in new consumer groups. "We have encountered great difficulties in grasping the needs of new users and the changes in packaging. Last year, we were fortunate to make some brave attempts with Alibaba's new retail representative, Box Ma Xiansheng, and launched sheep scorpion hot pot together. " In this process, Box Horse Fresh Life is not only the sales channel of time-honored brands, but also the product innovation and new product research and development.

In recent years, countless old brands have been revitalized through box horses. In addition to making old brands younger, Box Horse, as a new retail brand, is constantly looking for old flavors and old crafts to let them enter more people's homes. Aunt Yan of Suzhou has been dealing with Babao rice for 52 years. In the autumn of 20 18, Huang, the head of Box Horse Workshop, "visited the cottage" and got the "secret recipe" of eight-treasure rice from Yan Ayi. After several optimizations, he made the "Yan Ayi's eight-treasure rice" of Box Horse Workshop, which also opened the first product line of Box Horse Workshop to inherit craftsmen. Excavating old crafts, the Internet platform effect makes "good wine" break the "deep alley".

Ali Local Life Service Company (Hungry Word of Mouth) is also supporting time-honored brands in its own way. The wisdom restaurant in Wufangzhai has opened to the eighth. Only one month after opening, the turnover of Wufangzhai unmanned smart restaurant increased by over 40% year-on-year, and the unit price of customers increased by 14.5%. The human effect is tripled, the ordering time is greatly shortened, and the dining efficiency is significantly improved; Among the top 10 dishes recommended by Big Data Intelligence, the hit rate of users ordering food is 65%. Driven by the Internet, cross-border innovation has become a new way of playing time-honored brands. LU ZHOU LAO JIAO CO.,LTD Co., Ltd., Laoganma, Liushen Toilet Water, White Rabbit Butterfly and other time-honored brands have all started cross-border cooperation.

According to LU ZHOU LAO JIAO CO.,LTD Co., Ltd., the first batch of 20,000 bottles of perfume were sold out in a few days, and this cross-border also led to a 94 1% increase in sales of the official flagship store of Tmall brand and a PV increase of 1.870%. At 0: 00 on June 6th, the Rio cocktail with the smell of Liushen toilet water was just launched 17 seconds, and 5000 bottles were run out in seconds. The data shows that in the past year, the number of consumers who bought at least three Chinese time-honored brands in Tmall exceeded100000, and the number of buyers after 90 reached 3.2 million. The platform effect has created new consumption growth points. 2065438+September 2007, Tmall Supermarket joined nearly 30 old brands and local brands in Beijing to launch the "Tianzihao Plan" to help Beijing brand global sales and new retail exploration.

At the end of 20 17, the data disclosed by tmall showed that the brand sales of the first batch of in-depth operation Tianzihao plan increased by more than 80%. 2065438+June 2008, Tmall announced that it would upgrade its "Tianzihao" plan, which will help more than 1000 old brands and domestic brands to enter the global market through Tmall, and focus on creating a "new China business card" with China's "global expression". It is worth noting that Taobao, as the largest e-commerce platform on the domestic Internet, has become a new soil for cultivating the inheritance and development of traditional handicrafts. From Taobao Double 12 characteristic craftsman gathering place to Taobao Creation Festival non-legacy area, a wave of non-genetic inheritance culture has been created on the Internet one after another.

In these festivals, more and more intangible cultures have been discovered, and countless non-genetic inheritors are well known, which also makes a new generation of young people have a strong pursuit of intangible culture. Since 20 18, taking Taobao as an example, the number of original craftsmen has increased by 60% year-on-year, and some tea ceremony and incense culture industries with a long history have achieved more than 40% year-on-year growth. In addition to commercial value, the social value of the Internet platform was asked what value Alibaba provided to the cultural and creative industries. Wang Fei replied: In the process of connecting the whole cultural and creative industries in series, Ali not only played the role of propeller, but also integrated the platform capabilities.

It has brought "four modernizations" to the cultural and creative industries: first, commercialization. Cultural and creative industries, especially museums, were previously classified as works of art or collectibles, far from the general public, and have penetrated into thousands of households through the combination of commercialization and life scenes; Second, the scene. Scenery used to sell museum souvenirs, but today it is more scene-oriented to sell household goods; Third, industrialization. The intermediate chain of museum cultural and creative industries is more complicated, except that the museum is the authorized party of IP, and there is the productization of IP goods. For example, if the collection of the Forbidden City is to be converted into commodities, it must go through complicated design processes and authorized galleries.

Ali can help Wenchuang move from productization to industrialization and promote the development of industrial chain. Fourth, digitalization. Ali will build digital collections and digital museums through the ecological matrix, including Ali's technology, cloud computing and big data. To break the geographical restrictions, so that users can watch and feel every collection of the museum online through internet technology thousands of miles away, and help the spread and inheritance of culture. Alibaba's latest quarterly financial report shows that Taobao has 699 million monthly active users. These users are audiences that traditional culture has been difficult to reach before. Through the internet, the two sides had a very good chemical reaction.

Facts have proved that the three-dimensional marketing of Ali platform has become a propeller to create new markets.