Universiade observation ｜ ＂conspicuous package＂ Rongbao and its ＂broken circle＂ password

　　Rong Bao at the opening ceremony of the Universiade. People’s Daily reporter Zhu Hong photo

　　On July 28th, the 31st Summer Universiade opened in Chengdu, Sichuan. At the opening ceremony, Rongbao, the mascot of Chengdu Universiade, bounced and circled, and was adorable. There were countless powders in one night, and "the fire went out of the circle", which was ridiculed by netizens as the biggest "conspicuous bag" in the performance that night.

　　As a sports souvenir of the Universiade, the design of Rongbao shows the charm of Chinese civilization and Bashu culture from all aspects. For example, the facial conception of "Rongbao" refers to the traditional art treasure — — The facial makeup style of Sichuan Opera is another innovative embodiment of Sichuan Opera, the intangible cultural heritage of China, advancing with the times. As the mascot of the Universiade, the main innovation of "Rongbao" is that its ears, eyes and tail are all in the form of flames, blending with the fireworks of Chengdu, and the eyes, facial features and logo on its body reflect the elements of Sichuan opera with local characteristics.

　　At present, walking in the streets of Chengdu, the figure of "Rongbao" MengMeng can be seen everywhere. In the past few days, some "Rongbao" cultural creations and souvenirs of the major licensed retail stores of the Universiade have been hard to find. The clerk of several licensed retail stores in Chengdu said that the most popular products are blind box products, commemorative badges and "Rongbao" space edition, and many styles have been sold out.

　　At the opening ceremony of the Universiade, where the "content" of giant pandas was extremely high, 35 adorable "Rongbao" brought happiness to netizens and spectators. On social media, topics such as "Rongbao is a conspicuous bag", "Social Cow Panda" and "Rongbao is too good" have also been frequently searched. The reporter learned that in fact, it is no accident that the "Rongbao" IP broke the circle and was greatly loved, mainly due to the careful preparation of the organizing Committee and the super popularity of the giant panda itself.

　　On July 10th, at the special press conference of "Market Development" of Chengdu Universiade, Miao Yuyuan, a member of the party group and full-time deputy minister of the Propaganda Department of the Universiade Executive Committee, revealed the plan of how Chengdu intended to promote the licensed goods of the Universiade to Rongbao Wenchuang.

　　Miao Yuyuan said that with the help of the Chengdu Universiade franchise plan and the Universiade licensed goods as the promotion carrier, the propaganda department of the Universiade Executive Committee asked the whole chain from production to sales to show the concept of "green, wisdom, vitality and sharing" and implement the "1+3+N" strategy. Among them, "1" refers to the goal of benchmarking the Olympic Games and striving for first-class; "3" refers to paying close attention to the three major marketing activities, content and platform; "N" refers to making good use of N media platforms, planning N event marketing, creating phenomenal explosive content with Rongbao as the mascot, creating a strong atmosphere for all people to participate in and enjoy the Universiade, spreading China culture and telling the story of Chengdu with licensed goods.

　　On the other hand, Rongbao is very popular because the giant pandas such as Huahua in chengdu research base of giant panda (hereinafter referred to as Panda Base) and Menglan in Beijing Zoo have always been loved by people. The real image of Chengdu Universiade mascot "Rongbao" is the giant panda "Sesame" from the panda base after global voting. As a giant panda, "Rongbao" is naturally highly recognizable, and its recognition by the market and consumers is also reasonable.

　　It is reported that the 6-year-old giant panda "Sesame" is also an "athlete", not only handsome and lovely in appearance, but also inherited the excellent genes of his mother "Zhizhi", with many small black spots on his mouth, which is highly recognizable. "Sesame" has an excellent appetite, is full of vigor, is tall and strong, and often reveals a majestic spirit when eating bamboo shoots.

　　[More news: How much do you know about the motor genes of giant pandas]

　　Visitors who come to see pandas always say: Look, pandas are slow to move, and they only know how to eat, drink and sleep, so they are lazy and don’t like sports. In fact, the giant panda’s athletic talent is also excellent.

　　The giant panda is a solitary animal. In order to avoid danger in the wild, the giant panda mother will take the initiative to teach the giant panda baby climbing skills to ensure their own survival safety. At the same time, it will also teach the giant panda baby fighting skills such as biting, high-five, and close-fitting wrestling. Sometimes, the giant panda mother will deliberately drag her child down from the tree to exercise her child’s ability to resist falling.

　　Giant pandas not only love to climb trees, but also are good at climbing trees. Climbing trees is the basic survival skill of giant pandas. Sometimes they climb trees to avoid natural enemies, sometimes to bathe in the sun and play, and sometimes they are courtship or mating. Baby pandas began to learn to walk three or four months after birth, and began to practice climbing trees after learning to walk.

　　Although the giant panda moves clumsily on the ground and walks unsteadily, it is different when it reaches the tree. They not only climb high, but also move very fast. They are as agile as monkeys. Their nails are long, hard and sharp, which can bear more than twice their own weight, and there is no problem climbing or hanging upside down.

　　Giant pandas move so slowly on the ground, what should they do if they are in danger? In order to save energy, giant pandas will deliberately slow down, but if they are in danger, they can fly at a speed of 50 kilometers per hour.

　　Rong Bao at the opening ceremony. People’s Daily reporter Zhu Hong photo

　　Wenchuang doll with the image of "Rongbao". People’s Daily reporter Zhu Hong photo