Strategies for Chinese Culture Outgoing

With the trend of economic globalization, cultural economy as a fresh economic form is playing an increasingly important role in the world economic arena. As a key component of international trade, cultural business has become a key sector with strong competition. As the American scholar Wolf said, “Culture, Entertainment—instead of those more realistic car making, steel industry or financial services—are quickly becoming the new driving wheel of global economic development.” 

China’s trade is listed among the world’s top three and its cultural trade has greatly increased. However, its increase in culture exports is lagging behind the trade categary of other countries. The exportation of Chinese cultural products is still very weak, which presents both a challenge and an opportunity for China’s cultural companies. It’s important to choose the right strategies to win opportunities.

1．Branding strategy 

The adverse of exportation of cultural products reflects not only the number of products, but also the number of high-end branded products. Developed countries are penetrating China by using branded products. China’s culture trade should also focus on using branded products in the marketplace. Recognizable Chinese brands must be developed to widen the influence of Chinese culture. 

Although globalization is speeding up, each country’s culture remains unique, so it’s normal to have cultural barrier when doing cultural trade. So for a branding strategy it’s important to balance localization and internationalization for themes, content and creativity, product form and so on. This is to keep the right tone between individualism and international standard and to produce products with both Chinese characteristics and international styles. We would like to share our concept of “Chinese elements, international production; Chinese stories, international expression”, which was formed after we successfully produced the famous production “ERA-Intersection of Time”. I firmly believe by holding this concept it’s helpful to produce more universal value and internationally popular cultural products. 

Branding extends and enriches product values. For Chinese culture, we must produce a certain amount of branded products that are designed to gain international popularity. This is a comprehensive project, which needs a good understanding and confidence in Chinese culture. It also requires a humble heart to learn and integrate international cultures. The project is also in close relationship with China’s overall economic and social development, and the country’s reform and opening up. It’s the responsibility of companies to continuously introduce competitive branded products. In recent years, China Arts and Entertainment Group released its hero trilogy called “Shaolin Warriors”, “Chi” and “Heroes”, and branded products like “Dralion” and “ERA-Intersection of Time” to international markets and received positive feedback. These have primarily built a good branding image of Chinese cultural products. Based on market analysis and a survey, we composed the group’s new five-year development plan. Its goal is to produce around ten branded international performing productions. 

2．Channel Strategy. 

Sales channels are very important in the whole trading picture. Without channels, no matter how good the product is, it cannot be reached by customers. Developed countries have built a mature international sales system during long-term international cultural trade. They also have a market monopoly. In recent years, some Asian countries have begun to explore strategies for international promotion and marketing, and have achieved good results. For example, in order to promote Korean cultural products, the Korean government set up a project involving “frontier stations” in targeted counties, with offices in Beijing, Tokyo and other cites. These offices are doing market research, development and promotion to establish good sales channels. The sales channels in nowadays are not only functioning of distributing products, but also triggering consumption and creating new market needs. To establish sales channels for Chinese cultural products has become an urgent task facing each of us in the industry.