Cultural and creative products create and upgrade cultural resources and stationery by means of modern means, and produce high value-added products through the development and application of intellectual property rights. High-quality cultural and creative products have cultural communication value. Wenchuang products are not only commodities, but also have cultural benefits. At present, many bookstores and some publishing houses in Shanghai take the management of their own cultural and creative products as an important project, and have developed many cultural and creative products with cultural taste and economic value, which has changed the single pattern of only notebooks, cups and hats in the past. Promote brand enthusiasm and product sales through interesting and network celebrity-style cultural and creative products, meet readers' psychological needs and spiritual enjoyment through tangible cultural and creative products and intangible cultural services, and simultaneously enhance the marketing value of books. 165438+20221October 30th, sponsored by Shanghai Book Publishing Industry Association and Shanghai United Book Exhibition Co., Ltd., The 2nd Shanghai Bookstore Self-owned Cultural and Creative Festival hosted by Shanghai Yuan Zhen Culture Media Co., Ltd. (Space of Light), Shanghai Century Duoyun Culture Development Co., Ltd. (Space of Light), Shanghai Century Duoyun Culture Development Co., Ltd. and Shanghai Baixin Stationery Co., Ltd. started readers (Shanghai) Cultural and Creative Co., Ltd. (Reader Bookstore) and Shangtu Cultural Communication (Shanghai Shanghai Zhongshu Industrial Co., Ltd., Shanghai Dooho Culture Development Co., Ltd., Shanghai Music Publishing House, Shanghai Yin Da Bookstore Co., Ltd., Shanghai Youyou Culture Media Co., Ltd., Shanghai Book Co., Ltd., etc.10/enterprises with independent cultural and creative products have brought more than 700 kinds of cultural and creative products to the scene. Compared with the first session, there are more exhibitors and more cultural and creative products. Continuing the style of the first self-owned cultural festival, this year, we made a fuss about "new" and set up four theme areas on the spot, covering stationery, fashion products and aesthetics of life, fully meeting the aesthetic needs of all kinds of people. We will continue to organize the theme activity of "2 pm Cultural and Creative Festival Sharing Session", and the theme of six featured new product promotion sharing sessions in six days will be more diversified.

In the four major theme areas, "newcomers come to Zhalai" injects vitality into the cultural festival. This year's bookstore has its own cultural festival, making a fuss about "new". The four major theme areas are: "Newcomers Come to Zhalai", which is composed of cultural innovations newly added by Shanghai Music Publishing House, Yin Da Bookstore and Youer Bookstore, injecting new vitality into the cultural festival; Two readers' bookstores and Baixin Culture with a long brand history have never stopped on the road of cultural innovation. The two areas of "refreshing" and "creating new ideas" present the creative achievements of six bookstores in multiple categories and themes, waiting for readers to explore and discover on the spot.

At two o'clock in the afternoon, the themes of six sharing sessions in six days were more diversified. This year's Cultural and Creative Festival retains the tradition of sharing meetings at 2 pm every day, and the sharing themes are more diversified. The above-mentioned Cultural Communication (Shanghai) Co., Ltd. will share the cultural and creative design concept of the newly opened Shanghai East Library this year, including many cultural and creative products designed by artists Xu Bing and EmilyFolyd, which have both visual beauty and practical functions. Readers' Bookstore moved the new product launch conference of "Smelling Fragrance and Knowing Books Series-Sugar Perfume" to the scene. The team demonstrated the ideas and process of research and development of the bookstore's own cultural innovation from four aspects: planning creativity, fragrance blending, visual design and market channels. Shanghai Yuan Zhen Culture Media Co., Ltd. (Space of Light) analyzes the surrounding operation cases of "Xinhua Wenchuang" digital Wenchuang; Shanghai Century Duoyun Culture Development Co., Ltd. talks about how to design cultural and creative products in combination with scene creation; Second, Youyou Bookstore discusses the establishment of a private community of products in the bookstore; Shanghai Music Publishing House shares the creative process of music creative products and tests the water market. Six-day and six "2: 00 pm Cultural and Creative Festival Sharing Sessions" focus on topics such as cultural and creative design concepts, scene creation, market development, digital cultural and creative peripheral operations, and cross-brand private community construction to explore innovative models and create development boundaries. The specific activities of the "2 pm Cultural and Creative Festival Sharing Meeting" are arranged as follows:

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