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In recent years, business of cultural and creative products bloomed and dazzled the public. It is reported that China National Convention Center (CNCC) is planned to bring its cultural and creative products, “Zhufu”, to the public during the CIFTIS.

China National Convention Center (CNCC) is ideally located in the heart of the Olympic Green adjacent to the National Stadium (Bird Nest), the National Aquatics Center (Water Cube) and the National Indoor Stadium. In a normal year, continuously exhibitions are held in CNCC, attracting millions of visitors from all over the world. At the end of 2019, the 10th anniversary of the operation of the venue, CNCC unveiled its mascot “Zhufu”, hoping to close the distance with the public and build a bridge to the world. 

The name of “Zhufu” is derived from the homonym of “blessing”, inspiring from bamboo (an unique spirit of Chinese) and the Peking Opera mask (famous Beijing characteristics), which fully shows traditional Chinese culture. At the end of 2020, taking “Zhufu” at its core, a series of cultural and creative products are showed by CNCC, such as “Zhufu” canvas tote bag, brand image of CNCC, “Zhufu” bookmarks, four-seasons bookmarks of CNCC, etc. However, these cultural and creative products had been initially taken as “business gift” for its clients.

“It earns money!” More than 20,000 yuan has been earned in several months after a canvas tote bag, hanging on the gift shop on the ground floor, with a price of about 30 yuan, was sold. The visitors initially aimed to keep it as a souvenir after the events.. Although the income is not very much, it tells the demand of visitors and gives CNCC confidence to have a try.

“Compared with the gifts in the past, the new cultural and creative products will be more fashionable and fun. Combined with the trend of online celebrity cultural products, it will be much better to meet the demand of today’s young customers.”,a relevant person in charge said, and he(she) also said that CNCC would transform these “cultural and creative gifts” into “products”  . At present, CNCC is planing to produce a batch of products to be displayed during the China International Fair for Trade in Services (CIFTIS) .  

During the 14th Five-Year Plan period (2021-25), cultural and creatives sector was developed as a new form of the business, providing new driven forces for the innovation of other business of CNCC, such as exhibitions, hotels, catering, etc. For example, the image of “Zhufu” was combined with Coffee, named the 3D printed “Zhufu” Coffee, and won a good response.CNCC Grand Hotel was planning to design and launch “Zhufu” theme rooms, and to attract young people by limited sales.

In recent years, parks, museums and enterprises have entered the cultural and creative industry and launched a variety of cultural and creative products. However, it is not easy to make a profit from this seemingly attractive industry. These cultural and creative products may be ending in solely placing on the shelf and even losing their attraction for they lack creation & innovation and R & D promotion team, and sometimes were caught in product homogenization problems. 

There is only one character difference between “gift” (li pin) and “product”(chan pin) in Chinese, but it means these cultural and creative products to be brought into the market. Whether consumers are willing to pay for it is waiting for the test of the market.