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Revelation of Juneyao Group's Secondary Creation of Hai Bao
ReleaseDate: 2010-05-11

May 11, 2010, Wenzhou Daily

The hot-selling Haibao proved the success of JuneYao creativity industrialization once again.

People are curious about how JuneYao comprehended the theme of the Shanghai Expo and create idea and deduce the Haibao business opportunities? For this reason, JuneYao Group Chairman Wang Junjin who had an interview with the newspaper recently lined up this industrial chain and gave us detailed interpretation:

Regarding to the image of Haibao, it is authorized by the Bureau of Shanghai World Expo to operate, not the origin from JuneYao Group;

As to the design, JuneYao did make a second creation to Haibao from the flat image to the three-dimensional physical goods, whereas, most of work in this creative process have gone through outsourcing and then company’s integration; in terms of production aspect, JuneYao completely outsourced it; in terms of sales channel, JuneYao depended mainly on the majority of franchisees team.

This causes even more wonders. JuneYao who is good at the creative economy, whereas, did not go “creativity”. Seemingly with neither creativity nor design, nor production, a “self claiming” creativity company, however, made a big fortune. What is the secret?

It is the creativity, but it is more the “creativity management”, “It has less to do with the creativity of JuneYao than with ‘creativity management”, Wang Junjin blurted out the truth. A bit mumbo jumbo "creativity management" is just a problem that could not be more practical in Wang Junjin golden mouth.

"From the plane to the physical goods of Haibao, where is the direction of creativity for JuneYao? How to let Haibao to cater to consumers’ needs? Even to stimulate potential demand?

In the early stage of the creativity management, JuneYao management team had not only to understand the Expo connotations, but also to investigate and analyze consumer preferences, and integrated them into the relevant data, then submitted to the designer, which determined the creativity decision-making.

“There are more than 30 creativity sub-contractors under the management of JuneYao, including both scientific research institutes and individual creativity professionals, how to select their creative products, sifting the true from the false and integrating into the best solution? "

In the middle of the creativity management, the internal creativity team of JuneYao is responsible for "managing" creativity’s sub-contracting, selection and integration, which is related to creativity solutions.

“How to enhance the efficiency of the market information feedback, and make it reach the hands of creativity staff in a timely manner, thus to form a new creativity inspiration?”

In the late period of creativity management, with the help of the advanced information system, JuneYao completed the "management" of information collection and processing, which is associated with the creativity update.

It can be seen that JuneYao has conducted different degrees of outsourcing for such chains as "creativity" and "brand", "design", "marketing", "channel", whereas, the true thing to be grasped in its hand is the comprehensive allocation and seamless connection of various aspects to continuously temper "creativity management" and to form the competitiveness.

In the new context that "the Earth is flat", the individual companies have broken their own "walls" restriction and are engaging in cooperation at all levels and in different depths with each other, including mergers and acquisitions, joint ventures & cooperation, outsourcing, collaboration and strategic alliances.

Therefore, the proposition to test the competitiveness of enterprises concerns not only to the inside of “the walls”, but also more to the outside of “the walls”, to the rapid integration of a variety of community resources.

With respect to the creativity management formed by JuneYao, the success lies on the organization, allocation and deep integration of various social resources and risk management and control.

In contrast with the Wenzhou industry, although the virtual business has been widely used, the most of outsourcing form are only reflected in the production field. The creative outsourcing, technology outsourcing, IT outsourcing, network outsourcing and other type of outsourcing and integrations are not seen widely. However, to place more emphasis on the resources integration outside of the "walls" should become the new thinking of Wenzhou business.

Not "baring sword at whim”, but "natural extension"

The creativity economy is the idea economy. Is it the sudden imagination of “baring sword at whim”? Or is it the "natural extension" in the process of traditional industry transformation and upgrading?

"One or two creativity idea is unable to drive sustained growth of a company." On retrospection of the experience in authorization cooperation of the sports, cultural events, Wang Junjin believed that creativity gene is naturally transformed in the process of transformation and upgrading. "JuneYao’s emphasis on the creativity is not the idea at whim, but is formed in a shift of thinking. In the process of transition from the thinking that production is prior to the sales to the business ideas that use the brand marketing to guide the production, creativity is gradually enhanced to a more important position by JuneYao. "

It is no longer the auxiliary function; creativity is increasingly playing a leading role to guide the traditional industries to complete the restructuring.

"Why should we hold on tightly to the creative design end of the smile curve? Not only because it is in its high-margin, more importantly, because creativity is closely connected to the consumer market. Creativity controls the consumption pulse." said the Somer Group chairman Qiu Guanghe. From joining hands with Super Girl to the cross-border cooperation with Wolverine, Somer Group heavily showed the entertainment marketing, tactfully made use of creativity economy, but it never forsakes its original apparel business.

At present, the creativity economy is prevailing in China and various types of business emerge endlessly. Due to blindly following of the trend, all kinds of creativity parks and creativity bases come out suddenly, whereas most of which are basically in a state of semi-paralysis soon after.

"The reason is to treat the creativity economy as the idea economy, however, if there is no grafting and dependence of the specific industry, the creativity economy will be like a tree without roots." Wang Junjin said.

In the past three decades, the "Made in China" products contributed by Wenzhou industry have created a brilliant proposition, but there is one “absence of Made-in-China” behind it. Seen from another perspective, it is the absence of the creativity economy actually.

How to make up for this absence?

Shanghai Expo enlightened Wang Junjin on the meaning of “creativity”. Creativity is actually a way of thinking, when you look at the future environmental control, focus on the future automobile manufacturing industry and the future retirement issues, and apply creative thinking to the industry, the creativity economy arises.

The energy saving & environmental protection, green & low-carbon, beautiful homes, harmony and win-win philosophy advocated by Shanghai Expo is indeed the new thinking and new creative ideas; as long as the injection of entity industry, it will produce creativity economy and create value. Wenzhou entrepreneurs should join in the feast of this creative thinking; this will not only plug in the wings of imagination for Wenzhou's traditional industries, but also will lead Wenzhou industry to realize structural adjustment.

From “being authorized “to "creativity products export"

The success in Expo business by tactfully making use of the creativity economy has brought great pleasure to Wang Junjin, at the same time; he also looks at the gap with the developed countries.

In addition to the corporation with the Shanghai Expo, JuneYao has also cooperated with F1, Fifa World, South Africa 2010 World Cup, etc., while Salomon Smith Barney has also corporate with Paramount (Transformers), DreamWorks (Kung Fu Panda, Shrek), Hello Kitty and had quite a success in the creativity economy.

In fact, what Salomon Smith Barney and JuneYao participated is a game called "brand licensing". This business model has indeed successfully driven the original SMEs to leap into the commercial mainstream quickly, whereas, both Salomon Smith Barney and JuneYao in the game are not the role of “authorized party".

"This is a realistic option currently, because to become a 'Licensee', the original stuff is required and behind which, creativity support can not be absent, but the creativity is what we are lacking.” Wang Junjin confronted the problem. “The problem is, we actually do not lack of the cultural roots required by originality."

Both "Kung Fu" and "Panda" are Chinese elements, but they were interpreted to produce big ticket sales globally by the DreamWorks, Salomon Smith Barney has secured the authorized cooperation of DreamWorks and will pay high “authorization fee” to it by using the image of the" Kung Fu Panda".

Turning a round of a circle, what Salomon Smith Barney wanted from the DreamWorks is a very familiar Chinese element. Whether Kung Fu Panda, Hua Mulan or the Prince of Egypt, looking at the creativity industry led by the DreamWorks, Disney, etc. are all set off waves in the world by using the global perspective to examine and draw from the amorous feelings at different places, incorporating the universal concept and making use of the International packaging and promotion.

"From whether the creative economy is developed or not, we can see the strong or the weak of the cultural soft power of a country." From the perspective of Wang Junjin, from the "authorized party" to the "authorizing party" is an inevitable result, but the external output of China’s creativity economy has a big step to cross, which also leaves a huge space for JuneYao to develop the creative economy.

The level of the creativity economy among the countries presented different creative faces at the Shanghai Expo:

African face used the direct in-kind or art-performing form to present the pure and simple African elements. The African Joint Pavilion was named the “African market” by their own, which perhaps was a proper interpretation.

British face, "beautiful dandelion”, an extraordinary practice of visual shock. Its creativity instantly opens the imagination space; Japanese face, "Purple Silkworm Island", a building that can “breathe like the body of life”. Science and technology can not help but make the future life be palpable and sensible;

In contrast with Chinese face, the “dynamic” version of “Riverside Scene at Qingming Festival” that was named by tourists as the “greatest treasures” of China Pavilion, only use technical means to do simple animation handling; although it looks nice, there is no great creation attached.

Historic and cultural heritage is a valuable wealth of a country or region. But how to smartly utilize this wealth to extract the cultural elements and to make clever docking with the contemporary life and the contemporary science & technology requires an in-depth study.

Similarly, Wenzhou has a far-reaching, deep-rooted culture. Such honors and titles as the birthplace of Chinese landscape poetry, the cradle of Southern Opera, the home of singing and dancing and the town of folk arts and crafts fully highlights the status and image of Wenzhou culture. While in terms of how to extract the essence of the culture, how to interpret it with international thinking and how to express it with the Expo language, it’s a good question; thus, there are many things to do with creativity exports and cultural exports.