95后硕士让“长沙文创”出圈出彩

当岳麓山的书香邂逅橘子洲的新潮，长沙这座“青春之城”正焕发出创新创业的澎湃动能。作为新一线城市中极具活力的“双创”高地，长沙为大学生创业者铺就了一条从校园到市场的黄金赛道。湖南辰芒文化传媒有限公司（简称“辰芒”）创始人朱帆就是其中的“获利者”。

Where the scholarly ambiance of Yuelu Mountain meets the fashionable trends of Orange Isle, Changsha—a city of youth—is brimming with innovation and entrepreneurial energy. As one of the most dynamic "entrepreneurship and innovation" hubs among China’s new first-tier cities, Changsha offers a golden pathway for student entrepreneurs to transition from campus to market. Zhu Fan, the founder of Hunan Chenmang Culture Media Co., Ltd.(abbreviated as "Chenmang"), is one of the beneficiaries.
近日，记者驱车前往位于宁乡市玉潭街道的辰芒公司驻地，与朱帆面对面，听他讲述在长沙创业的故事。
Recently, our reporter visited Chenmang’s headquarters in Yutan Street, Ningxiang, for a face-to-face interview with Zhu Fan about his entrepreneurial story in Changsha.

创意赋能，文化符号蜕变为商业IP
Empowered by Creativity: Turning Cultural Symbols into Commercial IP
初见朱帆，他正与团队小伙伴商讨着公司文创产品——“宁造物”系列文创商业转化事宜。会议室里气氛融洽，团队成员畅所欲言。朱帆戴着黑框眼镜，脖子上系着丝巾，认真听取每个人的建议。
When we first met Zhu Fan, he was in a discussion with his team about the commercialization of their cultural product series,"Ning Zaowu". The meeting room buzzed with ideas as team members freely shared their thoughts. Wearing black-framed glasses and a silk scarf, Zhu listened intently to every suggestion.
“丝巾上的图案选自宁乡十景中的一些符号，比如‘四羊方尊’丝巾，设计灵感就来源于宁乡出土的文物。经典配色加上优美线条，让人眼前一亮。”朱帆介绍，2024年，结合宁乡市承办2025年长沙市旅发大会的契机，辰芒深入挖掘玉潭横秀、天马翔空、汤泉沸玉等宁乡十景，开发出丝巾、领带、钥匙扣、方巾、吉祥物等文创产品，取名“宁造物”。
"The scarf patterns are inspired by Ningxiang’s ‘Ten Scenic Spots,’ like the ‘Four-Goat Square Zun’design, which draws from artefacts unearthed here. The classic color palette and elegant lines make them visually striking," Zhu introduced. In 2024, leveraging Ningxiang’s role as host of the 2025 Changsha Tourism Development Conference, the company deeply explored local cultural landmarks such as Jade Pool’s Elegance and Sky Horse Soaring, to develop cultural and creative products like scarves, ties, keychains, handkerchiefs, and mascots under the name of “Ning Zaowu”.
从楚韵湘风中汲取灵感，在非遗技艺里寻找密码，从古县志的插画中提炼视觉符号……这个藏于闹市的年轻团队正努力以科技赋能，让长沙文化符号成为能够被市场“看见”的商业IP。
Drawing inspiration from the charm of Chu culture, finding code within intangible cultural crafts, and extracting visual motifs from ancient county chronicles... This young team, hidden in the bustling city, has been making great efforts to infuse these products with technological elements, turning the cultural symbols of Changsha into commercial IPs that can be "seen" by the market.
功夫不负有心人，2024年，这一系列文创产品获得了宁乡市文化科技创新创意设计大赛文创产品设计类银奖。朱帆自豪地说：“目前，丝巾类产品已经成功实现了商业转化，在道林古镇景区、宁乡市文体文创艺术空间等地上架，已经成功售出200多套。”
Their efforts paid off, in 2024, the series won silver in the Ningxiang Cultural Technology Innovation and Creative Design Competition." Currently, the scarf collection has successfully achieved commercial transformation. The products are now available at Daolin Ancient Town Scenic Area and Ningxiang Cultural & Creative Art Space, with over 200 sets already sold," Zhu noted proudly.
文创为核，多域赋能。在辰芒，可不只有文创。
Culture-Centric, and Multi-Field Empowered: Chenmang is Beyond Cultural and Creative Products.
朱帆告诉记者，公司从成立之日起，就决定做一家以资源整合为基础、智慧平台搭建为核心、本土服务深耕为特色的综合性文化传媒企业。目前，公司已构建起涵盖品牌全案策划、视觉设计、影视创作、数字营销、直播运营的全链条服务体系。
Zhu shared that From the day the company was founded, Chenmang aimed to be a comprehensive cultural media enterprise based on resource integration, with smart platform building as the core and in-depth local services as its feature. Today, it provides full-chain services, which include brand strategy, visual design, film production, digital marketing, and livestream operations.
双向“奔赴”，政府扶持+创意突围
Two-Way Support: Government Backing + Creative Breakthroughs
1997年出生的朱帆，硕士毕业于首都师范大学，在北京求学、生活了9年。当记者问到为何回到长沙创业时，他的眼神满是坚定。“我仔细对比了北京、天津等城市的人才引进政策后发现，家乡对待大学生创业的扶持力度很大，对我们创业者来说非常友好。”
Born in 1997, Zhu got his master’s degree at Capital Normal University and spent nine years in Beijing. When asked why he returned to Changsha, his eyes gleamed with resolve. "After carefully comparing talent policies in cities like Beijing and Tianjin, I found that my hometown provides great support for college students’entrepreneurship and is very friendly to us entrepreneurs," Zhu said.
就这样，毕业不久的朱帆背着双肩包，回到老家宁乡，与合伙人共同成立了辰芒。
Just like that, Zhu Fan, who had just graduated, returned to his hometown Ningxiang with a backpack and founded Chenmang with his partners.
“创业投入40万元，获得补贴就有15万元，极大缓解了我们的创业资金压力。”朱帆表示，得益于有关部门的积极推荐，公司成立不久，就成功拿到“小荷”青年人才计划15万元补贴。不仅如此，“宁造物”能顺利实现商业转化，也离不开政府的协调对接。
"We invested 400,000 yuan in starting a business and received a subsidy of 150,000 yuan, which greatly relieved our financial pressure in entrepreneurship," he said. Thanks to the active recommendation of relevant departments, Chenmang soon secured a 150,000 yuan grant from the"Little Lotus"Youth Talent Program. Not only that, the government's coordination also enabled "Ning Zaowu" to be successfully commercialized.
据介绍，辰芒成立第一年就实现了收支平衡，第二年就实现了利润占比超50%。在朱帆看来，除了团队的努力以及之前积累的项目资源外，“长沙优质的营商环境也给了我们很大的助益。相关职能部门的工作人员经常上门解读政策，邀请我们参加一些行业活动，手把手指导我们税务填报相关内容。同时，也在办公场地上给予了我们很大的支持。”
According to reports, Chenmang broke even in its first year and achieved over 50% profit margins by the second. In Zhu Fan's view, despite the team's efforts and the project resources accumulated before, "Changsha’s business-friendly environment has also been a great help to us. Officials often visit to explain policies, invite us to industry events, and guide us through tax filings. We’ve also received great support in terms of office space."
贵人指路可借力，自我革新方致远。
Mentorship lights the path, self-reform drives the future.
“目前，辰芒合作的客户主要以美妆、服装、烟花及农副产品等行业为主，做些平面广告的拍摄以及商业的TVC广告，以及品牌包装设计和产品设计。”朱帆表示，成立两年来，凭借资源整合与创意深耕的核心优势，辰芒已成功服务谷歌、美的等知名品牌，拍摄过悦瞳、东风风行等品牌的商业TVC，还为长沙本土企业安克创新拍摄过创意短片，业务已经做到了法国、泰国、印度尼西亚等海外地区，展现出文化创意产业的无限可能。
“Currently, Chenmang serves clients mainly in cosmetics, apparel, fireworks, and agriculture, offering ad filming, branding, and packaging design.”According to Zhu, over the past two years, relying on its core advantages of resource integration and creative cultivation, Chenmang has successfully served well-known brands such as Google and Midea, shot commercial TVCs for brands such as Yuetong and Dongfeng Fengxing, and shot creative short films for Changsha-based company Anker Innovations. Its business has already expanded to overseas regions such as France, Thailand, and Indonesia, demonstrating the unlimited possibilities of the cultural and creative industries.
“‘辰’寓意时代先行者，‘芒’象征破晓之光 —— 这正是辰芒创立时赋予品牌的核心寓意。”谈及未来规划，这位28岁的青年眼中闪烁着创业者的激情，“我们将立足湖湘文化根脉，深度挖掘更多地域文化符号，以科技赋能为引擎，致力于成为湖湘文化的数字传播者。”
"Chen means ‘pioneer,’ and mang symbolizes ‘dawn’s light’—this captures the core meaning of the brand when Chenmang was founded," said Zhu. When talking about future plans, the 28-year-old young man's eyes sparkled with the passion of an entrepreneur. "We will base ourselves on the roots of Hunan culture, deeply explore more regional cultural symbols, use technology empowerment as an engine, and strive to become a digital disseminator of Hunan culture."
在朱帆看来，文化创意产业是城市的精神名片，而科技则是激活传统基因的关键密钥。“我们将持续探索数字技术与传统文化的融合路径，通过创新表达方式让千年楚韵在数字时代焕发新生，为长沙的文旅发展注入青春动能。”

In Zhu Fan's view, the cultural and creative industry is the spiritual business card of the city, and technology is the key to activating traditional genes. "We will continue to explore the integration path of digital technology and traditional culture, and rejuvenate the thousand-year-old Chu charm in the digital age through innovative expressions, injecting youthful momentum into Changsha's cultural and tourism development."