破圈·跨海：中国文化出海的新坐标

Core Viewpoint - The article emphasizes the accelerated trend of cultural export from China, showcasing how Chinese cultural products are gaining global recognition and acceptance, moving beyond domestic popularity to become integral to international consumer choices [2][10]. Group 1: Cultural Export Trends - Over the past year, cultural exports have evolved from individual hits to a collective effort across multiple sectors, indicating a more mature approach to global markets [2]. - The global consumer landscape is shifting towards value-driven choices, with a focus on cultural identity and emotional resonance rather than just price [4]. - The emergence of Generation Z and Alpha as key consumer groups is driving a demand for diverse cultural content, making cultural export a competitive core rather than an ancillary attribute [4]. Group 2: Characteristics of Successful Brands - Successful Chinese brands in the global market share three common traits: high recognition cultural symbols, the ability to link product functionality with emotional value, and flexible market adaptation capabilities [4][5]. - The gaming, short drama, and new consumption sectors are highlighted as particularly active areas for cultural export, utilizing localized narratives and emotional storytelling to integrate Chinese elements into local cultures [5]. Group 3: Strategic Approaches for Cultural Export - A multi-threaded, sustainable strategic approach is necessary for cultural export, moving away from a single-threaded model that focuses solely on viral hits [8]. - Continuous shaping of cultural symbols is essential, integrating products, stories, and social media into a cohesive narrative that can be recognized across different markets [8][9]. - Dynamic adaptation of channels and scenarios is crucial, as consumer touchpoints vary significantly across regions, necessitating real-time adjustments to distribution strategies [9]. Group 4: Upcoming Events and Initiatives - The upcoming cultural exchange event in Nanning on September 18, organized by 36Kr, aims to gather industry leaders to discuss new paths, challenges, and opportunities for Chinese culture in the global market [10][12]. - The event will focus on various sectors including gaming, new consumption, and short dramas, highlighting the importance of collaboration and shared insights among industry players [14][15].