01

打造文创产品的底层思路

The underlying ideas for creating cultural and creative products

徐建勇团队开发的心经杯、帝王五福杯、回首相望杯……一系列文创产品以其独特的设计及文化内涵，成为爆款，深受大众喜爱。本次徐建勇带着这些文创产品来到沙龙现场，从创意发想、工艺探讨到产品故事等方面，关关考究，层层剖析，让大家看到一个文创产品诞生的全过程，给大家一个简单明了的复制思路。总结起来就是：传统文化+现代时尚感+普通人生活方式=实用文创。

Xu Jianyong’s team developed the Heart Sutra Cup, the Emperor Wufu Cup, and the Prime Minister Wang Cup... a series of cultural and creative products, with their unique designs and cultural connotations, have become explosive models and are deeply loved by the public. This time, Xu Jianyong brought these cultural and creative products to the salon site. From creative ideas, craftsmanship discussion to product stories, etc., he was carefully and thoroughly analyzed, so that everyone can see the whole process of the birth of a cultural and creative product, for everyone A simple and clear idea of copying. To sum up, it is: traditional culture + modern fashion sense + ordinary people's lifestyle = practical cultural creation.

02

不止创意，还有文创营销

Not only creativity, but also cultural and creative marketing

当然，产品的最终走向是市场。自媒体时代的到来，改变了传统的营销方式，时下的直播带货、名人带货正以汹涌之势成为营销人追逐的热潮，简单便捷的购物体验让很多消费者涌进直播间。对于陶瓷营销亦是如此。徐老师举例分析了“普陀山小帅”的营销套路，可观的销量完胜线下直营店，其营销思路是值得学习借鉴的。同时，徐老师指出，营销手段不同，操作上注意事项也不同，但最关键的还是要有过硬的产品，好产品才能带来好成绩。

Of course, the final direction of the product is the market. Since the advent of the media era, traditional marketing methods have been changed. Nowadays, live broadcasts and celebrities have become a rush for marketers. The simple and convenient shopping experience has brought many consumers into the live broadcast room. The same is true for ceramic marketing. Mr. Xu analyzed the marketing routines of "Putuo Mountain Xiaoshuai" for example, and the considerable sales volume has outperformed offline direct-sale stores, and his marketing ideas are worth learning. At the same time, Mr. Xu pointed out that the marketing methods are different, and the operation precautions are also different, but the most important thing is to have excellent products, and good products can bring good results.

03

艺术生活化，生活艺术化

Artistic life, artistic life

德化制瓷历史悠久，积淀了丰富的陶瓷文化资源和艺术底蕴，德化瓷雕更是盛名在外。但由于大师瓷、艺术瓷价格较高，市场接受能力较低，导致销量受阻。那如何扭转质疑局面呢？

徐老师提出一个理念：艺术生活化，生活艺术化。所谓“艺术生活化，生活艺术化”，便是将艺术陶瓷与日用陶瓷相结合。将瓷雕技艺嫁接到日用产品上，比如茶壶的茶钮可用金蝉瓷雕代替。如此，既赋予日用陶瓷新的艺术价值，让艺术走进百姓生活，又扭转了艺术陶瓷束之高阁的刻板印象，也进一步提升了销量。

Dehua porcelain has a long history and has accumulated rich ceramic cultural resources and artistic heritage. Dehua porcelain sculptures are even more famous. However, due to the high prices of master porcelain and art porcelain, the market acceptance is low, which hinders sales. How to reverse the questioning situation?

Teacher Xu put forward a concept: art is living, life is artistic. The so-called "artistic life, artistic life" is the combination of artistic ceramics and daily-use ceramics. Grafting porcelain carving skills to daily products, for example, the tea buttons of teapots can be replaced by golden cicada carvings. In this way, it not only gives new artistic value to daily-use ceramics, allows art to enter the lives of the people, but also reverses the stereotype that artistic ceramics are shelved, and further increases sales.

现场，很多年轻人是带着问题来的，徐老师更是一一解答，倾囊相授。

At the scene, many young people came with questions, and Teacher Xu answered them one by one and taught them all.