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Summer Palace designs make an impact on subways, retail

By ZHU WENQIAN | chinadaily.com.cn | Updated: 2019-04-23 19:59
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Related designs and landscapes affiliated with the Summer Palace in Beijing, known for its large and priceless collection of historical and cultural relics, are decorating the interior and exterior of a Line 4 subway train in Beijing. The train began its runs on Tuesday, and will remain in service for a month.

Meanwhile on Tuesday, China Citic Bank and the Summer Palace launched new co-branded credit cards, with Summer Palace-related designs printed on the cards.

"The popularity and influence of traditional Chinese culture is coming back and the sector is rapidly expanding. We hope the specially-designed cards can promote oriental aesthetics and better cater to consumers' pursuit of good-looking products," said Zhang Wei, vice-president of the credit card center at China Citic Bank.

Designs of the 269-year-old Summer Palace on different products were created by the Beijing China Cultural Tourism and Creativity Co Ltd. The company also has helped the royal park to develop more than 1,000 creative cultural products, such as cosmetics, teacups, mobile phone cases and other accessories.

By the end of 2018, sales of Summer Palace-related creative cultural products online were nearly 20 million yuan ($2.98 million), and sales volumes surged 420 times year-on-year, according to the company.

Earlier this year, the company and online retailer JD.com launched a store online, selling Summer Palace-related special purchases for Spring Festival. Within a month, sales of those creative cultural products achieved 20 million yuan, indicating the effectiveness of promoting traditional brands and products during traditional Chinese holidays, it said.

"It is difficult to design a commercial IP from a primary IP. In the future, the Summer Palace will explore a more diverse growth model. For example, it could launch a pop-up store to seize a larger market," said Qiu Tong, CEO of Beijing China Cultural Tourism and Creativity Co Ltd.

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