htmlOn May 10, the 2022 Top 100 Annual Brand Character List jointly created by Sina Finance, China Brand Innovation Laboratory and CITIC Publishing Group was officially announced. Lin Peixuan, brand director of Chaochengji Jewelry, won the list for the marketing event of B station’s “Filis Space Station”.
The 2022 Top 100 Annual Brand Character List released this time gathers well-known entrepreneurs from the founders of major well-known brands. Among the domestic brands, there are also outstanding representatives such as Lin Peixuan, brand director of Chaochengji Jewelry, Gong Ying, brand leader of Miniso, Wu Chenglong, founder of Huaxizi, Shen Li, founder of Guanxia, and Elvis, etc. They have allowed Chinese national brands to survive a bumpy year in their respective fields, going against the current and shining, leaving behind a long-standing brand story for the industry. As the only jewelry brand, Chao Acer won the list. In 2021, its cooperation with the B station's up owner on national intangible cultural heritage filament crafts became popular, arousing unanimous discussion and praise from both inside and outside the industry.
Chao Acer brand director Lin Peixuan is on the list. Intangible cultural heritage protects fashion revival is recognized again
Film craft As intangible cultural heritage culture, it has always faced problems such as difficult business situations and weak communication impacts. Because of its complex and exquisite skills, not only has many production processes, but also has a high cost, and has always kept a considerable distance from consumers. It is difficult to attract continuous attention when communicating with the Z era consumer group.
Chao Acer was founded in 1996. As a fashion jewelry trend-leading brand originating from the East, it has always adhered to the mission of inheriting and innovating traditional Chinese gold and silver skills. It not only incorporates traditional cultural elements into the design to form a unique style of fashionable oriental, but also continues to explore the innovation and expression of traditional crafts in the context of the new era. This cooperation with Bilibili's up host @Caishu, Cai Qian's, Cai Qian's, is a very successful case. By inviting the well-known handmade UP owner of B station, after more than three months of personal experience of intangible cultural heritage skills, we have created a filigree space station work that combines one of the peaks of ancient Chinese craftsmanship, "Filigree inlay craftsmanship", and one of the peaks of modern Chinese industry, "Tiangong Space Station". Using this innovative method, we will bring new strength to ancient culture and make this traditional handicraft that was originally far away from the public's vision re-recognized and recognized by young people. After the release of B station video, it dominated the first place on the B station for a week. At the same time, with the help of CCTV news reports and major netizens, the topics of #Post-1995 using intangible cultural heritage filigree to build space stations# and #How awesome are Chinese filigree craftsmanship# once hit the hot search, making brand fans rise all the way, truly achieving a leap in brand power. Behind this is Chaohongji's persistence and dedication in the inheritance and innovation of intangible cultural heritage crafts for decades.
Chao Academic and B station up host Caiqian created the work of the filigree space station
It is reported that in order to protect this handicraft that has a history of thousands of years but is on the verge of losing, Chao Academic specifically established a filigree inlay studio, invited the inheritor of intangible cultural heritage to come out to teach apprentices, and trained nearly 100 young craftsmen. It also spent more than ten years to build the Zhenbao Jewelry Museum to rescue and collect a large number of folk filigree products. At the same time, we have joined hands with many cultural experts and craftsmen to create the largest and most complete filigree craft "Filigree Wind and Rain Bridge" with the largest and most complete crafts in the world. Chao Acer's commercial exploration of intangible cultural heritage crafts has become a protection and inheritance of traditional culture at a higher level. Since 2018, Chao Agenda has boldly developed and launched the Floral Creation Research Residential Plan, inviting well-known designers from all walks of life around the world to participate in the co-creation of this traditional craft, and inject new soul into this ancient craft with more modern aesthetics and design. The cooperation with the B station’s up owner this time is a dialogue between tradition and new life under the background of the resident plan.
Chaochengji Zhenbao Museum Collection·Flower Wind and Rain Bridge (the whole bridge is 5.2 meters long and 2 meters high. It uses 350 kilograms of silver and 4 kilograms of gold as the main material. The piers are white marble. The bridge body is supplemented with precious gem materials such as jade, agate, lapis lazuli and other precious gem materials totaling more than 30,000 grains.)
Chaochengji actively develops a brand cross-border based on the filament process, organically connecting fashion and traditional culture.In 2018, Starbucks crossed the border to pay tribute to the filigree inlay technology from the perspective of coffee culture and launched the filigree star card. On the 2021 Chinese Valentine's Day, Chao Academic and Hua Xizi, a cosmetic brand that also belongs to the national trend brand, jointly created a lifelong lock of love football gold pendant chain. All kinds of cooperation have allowed this palace craft, which may have been complicated and high thresholds, to be shelved from the shelves, to enter the sight of young people from different circles or fields, and to the public.
Chao Acer X Hua Xizi Locks Love Fragrance Necklace for Life
Recently, at its new product launch conference, Chao Acer broke the "dimensional wall" of tradition and the future, and used virtual technology to move the treasure of Chao Acer Jewelry Museum, the Hua Si Fengyu Bridge to the "cloud press conference". In the virtual space, the entire Hua Si Fengyu Bridge was rebuilt and magnified dozens of times, displaying this magnificent collection in a subversive way. The strong visual conflict and virtual reality blended, bringing a new immersive experience, and successfully completing the first "meta-universe new product launch conference" in the jewelry industry. With the help of technological capabilities, exploring the possibility of technology empowering intangible cultural heritage has also won applause from this press conference. The entire live broadcast exceeded 1 million, the social media discussion exceeded 120 million, and the global GMV reached more than 30 million.
Although there are many difficulties in breaking through national brands in the past year, for Chao Acer, intangible cultural heritage innovation and traditional rebirth still have a long way to go. But Chao AG still firmly believes that only by allowing traditional culture to enter life can it truly continue its affirmation of life. To make traditional crafts unique to China well-known and accepted by more people, Chaocheng Gems will continue to work hard to give the past a future and a revival of tradition.
