When visiting scenic spots, you can often see the "Royal Guards" on Diaowei Cliff. Just walk a few steps in the street and you can drink new tea. You can also eat dinosaur fossil ice cream when you visit the Natural Museum. Everything can become a national trend.

But at the same time, we found that the advertisements of many products are like clones, and you have no idea what they are selling.

Advertisements are all bright red and green colors, plus materials such as Xiangyun crane. A beautiful woman is wearing a cheongsam, and her hand can be a teacup or a meat grinder.

Many products can sell more as long as the packaging, color matching and labeling are changed to "national tide". The generalization of the concept of "national tide" makes people feel trapped in consumption. We want to find out what a "national tide" is.

"The national tide is a commodity with the symbol of China, which conforms to the current concept." This is the definition given by Zhang Neixian, the author of "National Tide: Renaissance in China in the 20th century".

Zhang Neixian is a young director, screenwriter and writer. He was nominated for best film, best director and best college student creation in Potato Image Festival, and was named "Top Ten New Youth in Beijing" by Traveler magazine.

The book "National Tide: Renaissance in 20th Century China +265438" is the author's reflection after shooting a documentary about "Hanfu fever" on 20 18.

In his book, Zhang Neixian discusses how to construct the national tide from the three elements of the national tide. For cultural and creative practitioners, you can try to plan a business practice to create explosions according to the author's ideas.

1. The first element of national tide: the clear symbol of China.

What is the representative of China in the eyes of foreigners? Chopsticks? Tea? But when you think about it, chopsticks are not only used in China, but also in Japanese, Korean and many Southeast Asian countries.

Tea culture originated in the Tang Dynasty in China, but now tea is produced in more than 60 countries all over the world, and tea has become a worldwide drink. It's like coffee originated in Ethiopia, but we won't connect them now.

Therefore, in order to create a national fashion commodity, we must first have a clear China logo. For example, the bronze vertical mask of Sanxingdui Museum is very distinctive and unforgettable.

2. The second element of the national tide: in line with the current point of view.

With a clear China logo, we need to update our concepts. My understanding is to establish a kind of values.

The symbols of China, whether it is the majestic Forbidden City or the murals in Dunhuang, are isolated there and can't attract our attention, so it's impossible to catch on.

We need to trace back to the source and tell the story behind these China symbols. By telling the feelings behind the story, we can express the values that are in line with the current youth, arouse the public to sing, and spread it.

3. The third element of the national tide: it has market value.

The author believes that detonating a popular tide not only means the process of a symbol being widely spread, but also includes the process of giving it value.

We should not only tell the story behind the symbol China, but also reflect the market value of the symbol China.

Imagine if we bought a hard-to-find Sanxingdui blind box, should we quickly send a circle of friends to open the display? This is the "show off capital" that the combination of culture and market brings to mass consumers.

Therefore, having market value is the most essential and indispensable condition to detonate popular culture.

The author Nei Xianzhang showed us a set of methods to make China culture alive, stand up and go out from three aspects: semiotics, communication and economics in "National Tide: Renaissance in China in the 20th century +265438".