Group 5：Partnership in the media industry
Group Member
ZHANG Han; XIANG Lushan; WANG Andi; YE Yijia; CHEN Yijie; LI Yuwei
What is the partnership about:
This partnership is a collaboration between the Honor of Kings and the Dunhuang Flying Apsara cultural figure. During this collaboration, the figure of Dunhuang Flying Apsara was licensed to Honor of Kings, and permitted to create and publish a skin based on the Flying Apsara. This partnership aimed to promote traditional Chinese culture through licensing.
Strengths and weaknesses from both sides and their compatibility
Strength for Honor of King
1. Honor of King is strong in having a huge group of players and a highly active community.
2. Its users are willing to pay
Strength for Dunhuang Apsara
Highly valuable in terms of culture, history, and education. Serve as a significant part of Chinese art history as well as Chinese traditional aesthetic development.
Favored by government policy in protecting and promoting traditional Chinese cultural
Helpful in consolidating a united Chinese identity by reinforcing the homogeneity of the marginal area using artistic figures and heritage.
Weakness for Honor of King
1. It is weak for being criticized as superficial entertainment media and lacking cultural and educational value.
Weakness for Dunhuang Apsara
Flying Apsara is strong in its enriched and long-lasting cultural and educational value, and it is weak for being unpopular in public discussion, Flying Apsara's figure is outdated in a modern aesthetic view in terms of popularity, which making it difficult to fully understand and appreciate the cultural connotations behind the skins, leading to a lack of interest among some user groups.
Compatibility：
Their compatibility is perfect as the Honor of King could grant huge attention as well as charity income for Flying Apsara while reproducing its figure with a modernized aesthetic style that is more capable of public spread and communication.
Meanwhile, it is possible that the players of Honor of King failed to understand the cultural and educational value behind this new collaborated skin. It could also be difficult for the game designer to create a skin with good quality that not only has a rather modern outlook that aligns with players' tastes but also respects the original Apsara figure.
New Values
Cultural recognition: Through the game platform, Dunhuang culture can be shown to the public more vividly and intuitively, which improves the efficiency and influence of cultural dissemination.
Educational awareness: The story and background of this skin drive players to learn the history and culture behind Apsara's figure, reinforcing public awareness of Dunhuang culture in a more acceptable way compared to stale lessons and preaching.
Economic benefits: Many people purchased the in-game skin for its beautiful outlook as well as its exclusivity and rarity in the long-term perspective(this skin will only be available to purchase in a short period). This grants a huge amount of income for Honor of King, and, reasonable enough to assume, for Dunhuang Academy as a charity as well.
4. Brand reputation: This partnership could greatly promote the social reputation of Honor of King for its focus on reviving traditional Chinese culture, giving it a larger and more generalized target group of gamers.
Risk
1. brand compatibility problem: poor compatibility between the co-branded brands may lead to a lack of attractiveness of the collaborated products, or even cause consumer resentment.
2. Negative brand events: As mentioned above in the Burberry and Bvlgari events, if a negative event occurs in the collaborated brand, the negative impact will impact both brands and severely harm the collaboration as well as the brand reputation of both brands.
3. Cultural differences and conflicts: different brands may represent different cultural backgrounds and values, which may lead to cultural conflicts or misunderstandings if not handled properly when collaborating.
4. Legal Risks: In the process of co-branding, it is necessary to ensure compliance with relevant laws and regulations to avoid infringing on other people's intellectual property rights and other legal risks.
Highly valuable in terms of culture, history, and education. Serve as a significant part of Chinese art history as well as Chinese traditional aesthetic development.
Favored by government policy in protecting and promoting traditional Chinese cultural
Helpful in consolidating a united Chinese identity by reinforcing the homogeneity of the marginal area using artistic figures and heritage.
Flying Apsara is strong in its enriched and long-lasting cultural and educational value, and it is weak for being unpopular in public discussion, Flying Apsara's figure is outdated in a modern aesthetic view in terms of popularity, which making it difficult to fully understand and appreciate the cultural connotations behind the skins, leading to a lack of interest among some user groups.
Cultural recognition: Through the game platform, Dunhuang culture can be shown to the public more vividly and intuitively, which improves the efficiency and influence of cultural dissemination.
Educational awareness: The story and background of this skin drive players to learn the history and culture behind Apsara's figure, reinforcing public awareness of Dunhuang culture in a more acceptable way compared to stale lessons and preaching.
Economic benefits: Many people purchased the in-game skin for its beautiful outlook as well as its exclusivity and rarity in the long-term perspective(this skin will only be available to purchase in a short period). This grants a huge amount of income for Honor of King, and, reasonable enough to assume, for Dunhuang Academy as a charity as well.
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