Exploring Power Of Intangible Cultural Heritage: Spark Collision Between Pepsi Cola And Yao Embroidery

Intangible cultural heritage products have their own unique charm,

In addition to continuous inheritance and innovation,

The development of its commercialization has also become a brand new journey of exploration,

The spark collision between Pepsi Cola and Yao embroidery has become one of the representative cases.

From the Yao embroidery trapped in the mountains to the national tide Road,

Pepsi Cola's "good marketing" plays an indispensable key role.

How does "marketing to be good" really reach the public and create more beneficial value? Pepsi Cola, as a brand of young cultural logo, took the lead in handing over an answer sheet. At the moment when young people are more and more in favor of local culture, PepsiCo has been innovatively combining brand effect and public welfare value to realize the two-way upgrading of intangible cultural heritage culture and brand commercial value. We can see that PepsiCo is trying to build a set of effective win-win mechanism, which not only enhances the influence of intangible cultural heritage culture in young groups, but also promotes the development of Chinese originality, and releases humanistic care of the brand itself in multiple ways.

PepsiCo has always been breaking through the inherent mode of "Intangible Cultural Heritage Inheritance". A typical case is that in 2019, PepsiCo cooperated with the mother manufacturing project of China Women's development foundation to donate Ruyuan Yao embroidery, and funded the establishment of "mother made Yao embroidery cooperative in Youxi Town, Guangdong Province" to provide opportunities for handicraft aunts to work, work, learn and exchange. PepsiCo not only takes advantage of intangible cultural heritage culture as an important platform to deeply practice its strategy of "marketing for the good", but also explores the commercial value of intangible cultural heritage technology, which effectively shortens the distance between brands and young consumers and helps realize the "hematopoietic" inheritance of intangible cultural heritage.

Building intangible cultural heritage commercial industrial chain

Promoting the traditional culture to be renewed

Embroidery long roll production in 2019. Information map

According to official statistics, a total of 105 traditional Chinese cultures have been on the verge of extinction in the past 12 years. One of the best ways to help the inheritance of traditional culture is to find the content in line with the times from the tradition and bring it into the modern new business context. With the help of its own marketing strategy, PepsiCo has developed its own brand.

Ruyuan Yao Autonomous County of Guangdong Province is located in the north of Guangdong Province. It is one of the three minority autonomous counties and 16 key counties in poverty alleviation and development in Guangdong Province. Yao embroidery, known as "the living writing of Yao nationality", retains the historical, economic and cultural traces of Yao nationality, and has great cultural and artistic value. However, the Yao embroidery culture in Dashanli has not been well spread.

In 2019, which is known as the "first year of Guochao", Pepsi Cola, which always leads the youth trend, is deeply aware that young people's sense of value of Chinese local culture is gradually strengthening, and they hope to make traditional culture shine again through their own influence. This coincides with the development vision of mother's manufacturing project. Therefore, both sides started deep cooperation and Ruyuan Yao embroidery project, It is the first step for Pepsi Cola to help Chinese traditional culture.

In the same year, the Yao embroidery cooperative in Youxi Town, Guangdong Province, funded by Pepsi Cola, presents a new idea of intangible cultural heritage inheritance. Through in-depth exploration and practice of the innovative public welfare mode from "material support" to "sustainable hematopoiesis", it is emphasized to help solve the protection and inheritance of China's intangible cultural heritage at the same time of cultural poverty alleviation. As of May this year, the members of the Yao embroidery cooperative have developed from 8 folk embroidery women at the beginning of its establishment to 89 Yao embroidery women with advanced embroidery skills. Through the organic integration of traditional culture and modern trend elements, nearly 100 intangible cultural heritage products with huge market potential have been developed, which makes more people understand Yao embroidery. Moreover, it has doubled the income of many intangible cultural heritage craftsmen, further consolidated and strengthened the inheritance enthusiasm by using economic security, and has taken a leap forward step of intangible cultural heritage commercialization from scratch to help intangible cultural heritage inheritance.

Zhao Yonglan, a native of Ruyuan County, is one of the members of Yao embroidery cooperative and one of the inheritors of Ruyuan Yao embroidery. Zhao Yonglan, with her love for intangible cultural heritage culture, studied Yao embroidery with her mother since she was 6 years old. At the age of 17, she fully mastered the embroidery ability of making a complete Yao embroidery. However, this generation of Yonglan embroidery is facing a crisis. She revealed that Ruyuan has long had the activity of "Yao embroidery into the campus", but has never been able to go out, falling into a development dilemma. Under the promotion of Pepsi Cola and mom's manufacturing, the influence of "Yao embroidery into campus" has been further expanded.

Zhao Yonglan told the author that after PepsiCo placed an order, PepsiCo would first let the cooperative provide Yao elements for its professional team to speculate, so as to give full play to the brand's own fashion control power, carry out secondary creative processing of Yao embroidery, inject fashion design elements into traditional patterns, and feed back the cooperative's later product production. At present, the two sides have completed the design and production of canvas bags and T-shirts.

"Our local xiuniang was very happy after receiving the handicraft fee from Pepsi Cola (Yao Xiuwen Chuang), and some of them were in tears. In the past (everyone) did embroidery by themselves, and they couldn't exchange for economic income. So at that time, there were still one or two embroiderers who thought that today's era was really good. Some people taught and some people placed orders. They could earn some money even if they didn't go out of the house. " Zhao Yonglan told the author.

In fact, in the eyes of many young people nowadays, intangible cultural heritage is a very remote concept. Few people will pay attention to the rich original power and aesthetic design contained in the intangible cultural heritage culture. Pepsi Cola started from the direction of "trend reshaping the tradition", taking "mother made Yao embroidery cooperative in Youxi Town, Guangdong Province" as the unit, and injected its own trend gene into the intangible cultural heritage industry chain. Based on Yao embroidery elements, PepsiCo has created a series of intangible cultural heritage items that can be used by young people in their daily life, which stimulates the original intangible cultural heritage design to burst into avant-garde modern sense. It also brings it to the Pepsi Gainian store, an online experience space for young people to seize the interest of young consumers, thus forming a closed-loop business link, In addition to enabling women / families of intangible cultural heritage to have the thinking and ability to extricate themselves from poverty, they have also attracted more and more new generations to deeply understand the connotation behind the intangible cultural heritage, so as to truly understand the value of intangible cultural heritage and actively shoulder the responsibility of cultural heritage.

Precipitate brand "cultural" assets:

Continue to integrate into China's local social ecology

The Yao embroidery T-shirt created by Pepsi & Wang FengChen & mom in 2020. Information map

Young people's recognition of their original identity is strengthening, and they are willing to seek self-identity from traditional culture. On the one hand, Pepsi Cola continues to help build a practical and feasible commercial industrial chain of intangible cultural heritage; on the other hand, with the in-depth exploration of intangible cultural heritage culture, the brand is gradually settling a wealth of cultural assets.

It has been a thread of Chinese culture for thousands of years. With the help of its own trend interpretation, PepsiCo injects young vitality into intangible cultural heritage culture, CO creates new forms that are more in line with the aesthetic taste of the new generation, and has a warm dialogue with young people from multiple dimensions such as products, scenes and contents, so as to have a closer emotional relationship with them.

In 2020, PepsiCo will continue to expand its "cultural" assets. Together with mom manufacturing, it continues to expand the field of intangible cultural cooperation to traditional paper-cut techniques. Pepsi Cola believes that the intangible cultural heritage paper-cut is a lingering memory in the minds of young people from generation to generation, implying this simple and beautiful wish. In this regard, Pepsi Cola and paper-cut artists jointly create a "Pepsi New Year's flavor projector" and landed in Beijing 798 Art District, a well-known cultural landmark at home and abroad. The projector displays more than 10 original paper-cut works with the theme of "new year culture from all over the world" in interesting creative forms. At the same time, the documentary film of intangible cultural heritage of paper-cut made by Pepsi Cola was also shown, which narrated the little-known stories and memories of traditional paper-cut culture, and simply expressed the emotional ties and simple love of craftsmen in the inheritance of paper-cut, showing the unique charm of traditional paper-cut technology.

Recently, PepsiCo's intangible cultural heritage documentary "reshape tradition, love to reshape" was launched on social platform, which attracted attention and discussion as soon as it was online. The film records the story of traditional intangible cultural heritage craftsman and young pioneer design force Wang FengChen to jointly create intangible cultural heritage products. Pepsi Cola aims to arouse young people's love and inherit national heritage classics.

It is undeniable that this year PepsiCo has taken a leap forward in more cohesive interaction and lasting communication with consumers. Through cooperation with young designers, we will integrate modern design elements and material technology with intangible cultural heritage technology to create a cross-border intangible cultural heritage piece, and further present more possibilities of Chinese originality. While the product was well received by the market when it was put online in Gainian store, its innovative inheritance ideas and forms also continued to heat up the concern and love of the society for intangible cultural heritage culture.

Since PepsiCo entered the Chinese market for nearly 40 years, it has always adhered to the principle of "marketing for the good" to achieve "product effect integration", which has accompanied the growth of countless young consumers. In the future, we believe that PepsiCo will continue to explore the original details of intangible cultural heritage culture and the modern beauty of skills, stimulate the cultural confidence and inheritance enthusiasm of the younger generation, practice the concept of "rooted in China, serve China, join hands with China", further integrate into China's local ecology and release brand humanistic care.