On December 18, the theme activity of "Chenguang Flourishing New Yan · Nanjing City Wall Time Theater" hosted by Chenguang Stationery and the press conference of strategic cooperation between Chenguang Stationery and Tmall Super Brand Day was held in Shenqi Gate of Nanjing City Wall. Senior leaders from M&G Stationery, Tmall and Nanjing City Wall Protection Management Center jointly attended the event.
The theme activity of "Morning Glory New Yan · Nanjing City Wall Time Theater" was held inside the Shenqi Gate of Nanjing City Wall
Brand upgrade Chenguang Stationery Light Up "Sheng Shi Xin Yan"
This is a new era of cultural return and inheritance. The 19th National Congress called for "carrying forward excellent traditional culture in the firm cultural confidence, China's traditional culture is in urgent need of innovation". Chenguang Stationery launched the "Prosperous Times New Yan" project at this time, combining traditional Chinese culture with modern trend culture, and put forward the slogan of "Chenguang Stationery, Cultural Creation of China". It works with Peking Opera actress Peiyu Wang to promote the charm of the quintessence of Chinese culture, jointly releases product visual and conceptual blockbusters with Harper's Bazaar, promotes the integration of ancient and modern cultures by building "Nanjing City Wall Theater", so as to make young people fall in love with the quintessence of Chinese culture and make the world fall in love with the quintessence of Chinese culture.
Ancient City Wall Turns into Time Theater
As night falls, the Nanjing City Wall transforms into a dizzying shadow. The activity reproduces the beauty of city brick rubbings and pays tribute to history with text classics. As if walking in the long river of time, surrounded by the hanging voice, silhouette and dazzling lights of Peking Opera, all the people slowly walk through the time tunnel into the time theater, experiencing the perfect combination of the essence of the ancient city wall and the Xinyan of the prosperous era of the morning light, and seeing the history, the present and the future.
Experience the perfect combination of the essence of the ancient city wall and the new beauty of the morning light in the time tunnel
At the press conference, high-tech projection technology was used to vividly restore the "4D Time theater" on the city wall of Nanjing, which integrates the quintessence of Chinese culture and fashion elements. Through the evolution of Peking Opera characters from ancient times to modern times, the new products of the prosperous times were introduced, bringing a shocking light show to the guests and creating a panoramic and immersive performance experience.
The Shock Light show creates a panoramic and immersive viewing experience for guests
When the curtain opened, four actors representing the four major professions of Peking Opera, Sheng, Dan, Jing and Chou, appeared for the first time and performed the classic scenes of Farewell My Concubine to promote the traditional Peking Opera art. Later, fashion models dressed in fashionable costumes and Peking Opera costumes came on stage with the new products of Chenguang Shengshi New Yan series.
Peking Opera fashion models with the new products of Chenguang's New Beauty collection
Peking Opera performers appeared on stage and performed classic pieces of Chinese quintessence
This time, Chenguang Shengshi Xinyan Nanjing City Wall Time Theater perfectly interprets the concept of "no limits on popularity, classic and new". By creating Nanjing City Wall Time Theater, it interprets the traditional Peking Opera art and fashion new products, showing the brand's determination to inherit traditional culture and constantly explore the "quintessence of Chinese culture".
Channel innovation brand upgrading into a new stage
At the press conference, M&G Stationery and Tmall announced that the two sides have reached a strategic cooperation in 2019, and will officially launch the "M&G Stationery Tmall Super Brand Day" on December 21, 2018, and launch the limited gift box of M&G Shengshi Xinyan Quintessence of Chinese culture, which will also become the first Tmall super brand Day in China's stationery industry. The strong combination of M&G Stationery and Tmall can integrate the data resources and traffic resources of the platform, and combine the advantages of M&G's brand reputation and product creativity, so as to truly empower the brand to revitalize consumers' access and achieve effective marketing and win-win results.
M&g Stationery and Tmall announced a strategic cooperation in 2019
After the signing ceremony, Chenguang Stationery and Tmall held a donation ceremony to the Nanjing Ancient Capital City Wall Protection Foundation, calling on the public to take cultural relic protection as their own duty, to protect and inherit the excellent traditional Chinese culture.
In recent years, M&G has upgraded its offline stores, opened the Life Hall of M&G, the Sundry Shop of Jiumu, joined hands with the boutique bookstore, explored online retailing and other ways, opened up various online and offline channels, and demonstrated its determination to channel innovation.
M&g also continuously cooperates with well-known industrial design studios, artists and popular IP. Since 2017, M&G has successively launched: M&G X British Museum series, M&G X Van Gogh series, M&G X Nautical King series of stationery and cultural products, showing its product innovation and upgrading ability.
Under the upgrading of consumption, the change and upgrading of consumer demand determines the upgrading direction of brands and products. Through brand upgrading and innovation, Chenguang launches a series of products of the quintessence of Chinese culture, inherits and carries forward the quintessence of Chinese culture, arouses consumers' cultural identity and self-confidence, and makes more people understand and fall in love with the quintessence of Chinese culture. Praise for Chenguang Stationery, a national brand!
