文创IP的打造-城市礼物之上海-

上海礼物，礼悟上海

1上海手表回力球鞋三转一响雪花膏记忆中的老上海品牌这些上海老品牌曾是全国人民心目中最能代表品质和时尚的符号。那时的中国人以在上海到此一游为荣，能从上海买点礼品给家人和朋友、或者拥有上海制造的知名品牌产品，是件非常有面子的事情。2风靡一时的老上海品牌然而，时过境迁，曾经的辉煌令人唏嘘！2014年《金融时报》全球品牌100强中，中国7席，没有一个来自上海！中国500最具价值品牌排行榜，上海仅有35个，与福建并列排名中国第五，其中老品牌仅12个。3国家战略与政策环境中国制造

2025规划制造

创造供给侧改革以投资拉动为基础、创新驱动为主导、经济效益为归宿的增长方式，优化消费结构，实现消费品不断升级，不断提高人民生活品质打造上海作为时尚之都、品牌之都、设计之都一带一路，中华文明对外输出把“海派文化”作为中华文明的文化符号之一，以文化为名片，让世界再次认识上海，认识中国双创大众创业，万众创新，用文化作为双创载体，让更多有创新创业的人对民族文化重新燃起创新动力和民族自豪感4上海常驻人口2415.27万2015年外国入境游客791万人次2015年上海接待国内旅客2.78亿人次2017年中国礼品市场容量总额11500亿“十三五”期间中国文化旅游产业的规模15万亿人们对于“上海礼物”的需求每年数以亿计*来源：智研咨询2016年发布的《互联网+礼品行业市场研究及投资前景预测报告》市场容量5功能性具备基础功能，满足使用功能要求品质感需要好东西，满足生活品质的要求情感能够承载情感与情怀6礼物，是众多产业的集中体现，文化创意，信息网络、生产制造、商业零售……打造“上海礼物IP”，以“上海礼物”作为一个桥梁和载体，融合各个产业精髓，打造上海的文化名片。打造“上海礼物”IP成为上海的文化名片7G-CUBE官方形象店ABC上海礼物官网+APP“上海礼物”大IPD线上线下营销渠道入围标准设定入围品牌展示入围产品管理创意产品设计服务“上海礼物”是一个以弘扬上海海派文化为精神，以创新设计的产品为载体，以“上海品牌复兴+文化创意+双创+互联网营销思维”为商业模式的文化IP和平台。它展现的是老上海海派文化的风韵，它承载的是新上海城市风貌的新姿。8ShanghaiGift“上海礼物”平台立志于打造一个上海城市文化衍生品的生态圈，将上海城市的古典与雅致、现代与时尚全新地呈现给全球消费者上海礼物，体现的是海派文化的海纳百川、兼容并蓄平台的多边组成Mixture*平台商业模式指连接两个（或更多）特定群体，为他们提供互动机制，满足所有群体的需求，并巧妙地从中赢利的商业模式。9Future过去的上海未来的上海当下的上海过去的上海，“上海制造”是中国人眼中时尚和品质的符号，“海派文化”，融合了当时中国文化的内涵和外来文化的先进和时尚，以一种独特的魅力吸引了无数人，也用一种打破传统的态度引领着时代的潮流。那些老上海的品牌是一代人心中的记忆，也代表着一种文化的积淀和底蕴。用创新的创意思维和开放的商业模式打破老品牌的思维壁垒，让消费者既能唤起对老品牌的情感和信任，又能让经典的文化和内涵得以传承，是过去的上海留给我们的财富。延续品牌文化积淀，让老字号得以传承，是过去的上海带给我们的含义。如上海手表，永久自行车等当下的上海，是全国的魔都，是金融中心，是高楼林立，延续着时尚、自由、更发展出新的姿态。在当下的上海，“海派文化”又有了新的发展，他代表着海纳百川，各种文化，各种创新创意在这里融合，无论是迪士尼这样的外来文化，还是各种互联网创新和网红文化，都能在上海这片开放和包容的土地上让大众接受，上海为新创意，新品牌提供了最好的成长土壤，作为中国最为文化开放的城市，很多新的品牌和文化符号也都成为了“新海派文化”下上海的崭新名片。发掘当今上海的魅力，给创新文化和创意一个舞台，是当下的上海的责任。如：李守白海派重彩画等上海作为中国文化最开放的城市，一直引领着中国文化的潮流，不同于北方文化在传统中寻求着创新，让中国传统文化用不断的创新去追赶潮流，“海派文化”则在不断吸收着各种外来文化的精髓，兼容并蓄，更不断地创造和引领着潮流，“上海礼物”也用这样海纳百川的态度和土壤，让各种创新和创意在这里生根发芽，不断的引领时尚和潮流的发展。引领着海派文化的发展，不断吸收着各种文化的精髓，给创新和创意一个源源不断发展的土壤，让上海不断的引领着时代的潮流，是未来的上海的义务。10OrdinarycitizenHesaidthepeopleinthecity

liketheleavesofpolepiecesoffractalopenparallelandcrosseachotherthisisustheordinarycitizen“上海礼物”IP架构官网G-CUBE形象店营销渠道产品孵化模式品牌振兴解决方案11品牌整合服务“上海礼物”ד经典品牌”

×IP跨界合作的形式，联合孵化打造致敬经典的全新设计，以此作为“上海礼物”的主打明星产品！设计创新服务提取上海地域特色的元素，联合高校、工作坊、独立设计师、创业团队，社会设计师等设计力量，与新工艺、传统工艺相结合。打造具有东方风韵，上海格调的特色产品。组合营销服务上海礼物平台将全面展现产品众创的全过程，全民参与，全民评选，同时在社交媒体上不断引爆活动，打造话题性事件。线上线下渠道在整合打造123“上海礼物”

平台服务新设计属于时代回忆的老商品孵化/补充标题数字等都可以通过点击和重新输入进行更改，顶部“开始”面板中可以对字体、字号、颜色、行距等进行修改。建议正文10-16号字，1.3倍字间距。“上海礼物”ד经典品牌”的形式，联合孵化打造致敬经典的全新设计，以此作为“上海礼物”的主打明星产品！标题数字等都可以通过点击和重新输入进行更改，顶部“开始”面板中可以对字体、字号、颜色、行距等进行修改。建议正文10-16号字，1.3倍字间距。重新定义经典的标题数字等都可以通过点击和重新输入进行更改，顶部“开始”面板中可以对字体、字号、颜色、行距等进行修改。建议正文10-16号字，1.3倍字间距。基础产品曾经的经典产品以基础产品的形势推出，对整个上海礼物产品线作为补充。让用户能够追根溯源，寻找记忆中的经典。品牌整合服务上海建筑上海品牌上海风尚来上海，一定要去看看东方明珠，石库门，外滩，中国馆，这些上海的不同年代的建筑逐渐成为了上海的一张张名片。上海手表、汽车、英雄笔、上海家化、蝴蝶缝纫机、凤凰自行车、飞跃、金星电视机、三五台钟、中华牙膏、上菱冰箱、红灯收音机……上海是中国的时尚之都，上海的潮牌众多，新品的发布，款式的流行，都能成为中国时尚的风向标。提取上海地域特色的元素，联合高校、工作坊、独立设计师、创业团队等设计力量，与新工艺、传统工艺相结合。打造东风风韵，上海格调的特色产品。设计创新服务文创产品线上设计比赛线上线下活动媒体传统品牌结合传统媒体专题报道，综艺节目制作，以互联网思维联合线上合作渠道主题曝光。G-CUBE线下展示空间全移动体验空间高校设计工作坊江南大学设计合作京东淘宝众筹G-CUBE衍生品巡展固定专区为基础，U-TANK全移动空间广撒网。线上征集、平台众筹，最为线上时下最为火爆的活动，以专区方式推出。设计高校，联合专业设计机构，举办诸如设计比赛的线下活动。自媒体组合营销服务1F

品牌展示售卖“上海礼物”形象店位于——上海迪士尼度假区核心区域，定位众创展示的G-GUBE！在最受关注的区域，为最好的创意提供舞台！G-GUBE在上海迪士尼度假区核心区，距离迪士尼地铁站5分钟路程，是G-PARK生态园的入口，总面积2000平方，周边有各类配套餐饮、购物、娱乐、休闲设施。2F

品牌故事互动上海礼物工作进展上海礼物工作进展17品牌企业入驻代表：永久自行车、上海制皂、回力球鞋、汪裕泰（上海茶叶）、上海手表、上海美术电影制片厂、香约、气味图书馆、复旦校名礼品、大众汽车礼品公司、经典老唱片、怀旧明信片、大白兔奶糖、恒源祥、英雄钢笔、功德林食品、立丰食品、汪怡记、李守白、匠艺、迪士尼、漫威、上海旗袍协会、晨光文具、百联集团、东方航空、春秋旅游、浦发银行等等品牌方目标品牌：上海文化IP，上海老字号、中华老字号、非遗、上海名牌产品、百年老字号等入驻品牌（产品品牌+IP授权品牌）产品品牌：IP品牌：Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.上海礼物设计开发案例19Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.英雄钢笔复刻版套装20Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.英雄钢笔复刻版套装21Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.英雄钢笔复刻版套装22Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.英雄钢笔复刻版套装23Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.时光相册手表套装一寸光阴一寸金24Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.时光相册手表套装25Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.大白兔奶糖套装26Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.上海外滩巧克力27Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.孙悟空糖果28Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.孙悟空巧克力29Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.孙悟空巧克力30Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.小笼包夹心巧克力31Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.大闹天宫与回力球鞋32Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.发光发声笔记本33Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.发光发声笔记本34Allrightsreserved,includingtherighttoreproducethisbookorportionsthereofinanyformorbyanymeans,electronicormechanical,includingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Copyright@ShanghaiCityGiftCo.,Ltd.李守白插画镂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