【2024 文博會】專訪 2024 台灣文博會商展總監黃昱禎：有感媒合到數位商展，如何將台灣品牌推向海外

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href="https://www.inside.com.tw/category/interview">人物專訪</a> <h1 class="post_header_title js-auto_break_title">【2024 文博會】專訪 2024 台灣文博會商展總監黃昱禎：有感媒合到數位商展，如何將台灣品牌推向海外</h1> <div class="post_author_g"> <span class="post_author">  <a href="https://www.inside.com.tw/author/sherlock" title="Posts by Sherlock" class="author url fn" rel="author">Sherlock</a> </span> </div> <ul class="post_meta"> <li class="post_date"> <span>2024/08/30</span> </li> <li> <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/25908-%E5%AF%B6%E5%B3%B6%E7%99%BE%E9%9D%A2">寶島百面</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/26303-2024%20%E6%96%87%E5%8D%9A%E6%9C%83">2024 文博會</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/26377-%E7%B7%9A%E4%B8%8A%E5%95%86%E5%B1%95">線上商展</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/26378-%E5%95%86%E5%B1%95%E7%B8%BD%E7%9B%A3">商展總監</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/26379-%E9%BB%83%E6%98%B1%E7%A6%8E">黃昱禎</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/26380-%E5%93%81%E7%89%8C%E5%AA%92%E5%90%88">品牌媒合</a> </li> </ul> <div class="post_introduction"> 2024 年台灣文博會由黃昱禎擔任商展總監，她透過創新媒合平台，讓品牌與買家進行更深入的連結。今年文博會推出雙向媒合機制，鼓勵品牌主動出擊，提升媒合的可能和效果。黃昱禎認為，品牌故事是建立品牌長期價值的核心要素，好的品牌故事與優質的產品相輔相成。文博會能夠為品牌強化故事的講述，並加大對數位技術的投入，以推動台灣文創品牌在全球市場中的發展。 </div> <div class="post_toolbox post_toolbox-"> <div class="post_toolbox_action"> <a class="post_toolbox_item fb-share sharer" data-sharer="facebook" data-url="https://www.inside.com.tw/article/36070-exclusive-interview-with-the-director-of-the-brand-exhibition-at-the-2024-taiwan-creative-expo"><i class="fab fa-facebook-f"></i></a> <a class="post_toolbox_item twitter-share sharer" data-sharer="twitter" data-url="https://www.inside.com.tw/article/36070-exclusive-interview-with-the-director-of-the-brand-exhibition-at-the-2024-taiwan-creative-expo"><i class="fab fa-x-twitter"></i></a> 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href="https://www.inside.com.tw"></a> <div class="post_toolbox_action"> <a class="post_toolbox_item fb-share sharer" data-sharer="facebook" data-url="https://www.inside.com.tw/article/36070-exclusive-interview-with-the-director-of-the-brand-exhibition-at-the-2024-taiwan-creative-expo"><i class="fab fa-facebook-f"></i></a> <a class="post_toolbox_item twitter-share sharer" data-sharer="twitter" data-url="https://www.inside.com.tw/article/36070-exclusive-interview-with-the-director-of-the-brand-exhibition-at-the-2024-taiwan-creative-expo"><i class="fab fa-x-twitter"></i></a> <a class="post_toolbox_item line-share sharer" data-sharer="line" data-url="https://www.inside.com.tw/article/36070-exclusive-interview-with-the-director-of-the-brand-exhibition-at-the-2024-taiwan-creative-expo"><i class="fab fa-line"></i></a> </div> </div> <div id="article_content" data-article-id="36070" class="js-article-continue article-continue post_content_wrapper post-content-section "> <section class="js-article-content-body"> <p class="MsoNormal ck-section">2024 年台灣文博會，由黃昱禎出任商展總監，除了將文化策展與商展結合，更利用了創新的媒合平台，為品牌與買家做更深入的連結。</p><p class="MsoNormal ck-section">這次我們深入訪問了黃總監，並參加其中一場媒合會，實地觀察今年文博會在黃總監的帶領下，如何將品牌與國外買家拉近距離，深度探討她運用什麼樣的策略，推動台灣文創品牌在國際市場上的突破。</p><div class="ad-content" style="min-height:294px"><div class="tmgad tmgad-type-flux tmgad-new"> <script type="application/json">{"type":"flux","slot":"\/21870649235\/in_a_p2","size":[[640,360],[640,480],[300,250],[1,1]],"mapping":[[[1210,0],[[640,360],[640,480],[1,1]]],[[0,0],[[300,250],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["719448"],"page_key":["article"],"page_name":["article"],"author_key":["sherlock"],"author_name":["Sherlock"],"category_key":["trend","interview","event","e-commerce","crowdfunding"],"category_name":["\u8da8\u52e2","\u4eba\u7269\u5c08\u8a2a","\u6d3b\u52d5\u63a1\u8a2a","\u96fb\u5546","\u7fa4\u773e\u52df\u8cc7"],"tag_key":["25908","26303","26377","26378","26379","26380"],"tag_name":["\u5bf6\u5cf6\u767e\u9762","2024 \u6587\u535a\u6703","\u7dda\u4e0a\u5546\u5c55","\u5546\u5c55\u7e3d\u76e3","\u9ec3\u6631\u798e","\u54c1\u724c\u5a92\u5408"]},"name":"in_a_p2"}</script> </div> </div><h3 class="MsoNormal ck-section">雙向媒合：讓品牌化被動為主動</h3><p class="MsoNormal ck-section">黃昱禎在今年的文博會上推出了全新的品牌媒合平台，為品牌與買家的持續互動創造了新機會。</p><p class="MsoNormal ck-section">「以往的文博會是品牌等買家來打勾你，但我們海外買家才快 100 位而已，那 100 位要看完 570 個品牌是花了非常多時間，所以我就鼓勵創作者說，你們臉皮厚一點，你就主動去要求想媒合，也許（買家）就會先看到你，那他就會先去研究你是誰，他再來決定要不要跟你碰面。不管怎麼樣他已經先看到你了。」黃昱禎解釋道。</p><figure class="image ck-section"><picture><source srcset="https://bucket-image.inkmaginecms.com/version/mobile/1/image/2024/08/d1e0ae04-4f51-482c-9715-e79c70799fa4.png" type="image/png" media="(max-width: 500px)"><img src="https://bucket-image.inkmaginecms.com/version/desktop/1/image/2024/08/d1e0ae04-4f51-482c-9715-e79c70799fa4.png" alt="" title="" width="750" height="386"></picture><p class="source ">Photo Credit: 2024 文博會官網</p></figure><p class="MsoNormal ck-section">今年文博會的「雙向媒合」機制，打破了過去由買家單方面主導的局面，這種反向由品牌主動出擊的媒合方式，讓參展品牌能夠更積極地去曝光自己，提升了媒合的可能和效果。</p><figure class="image ck-section"><picture><source srcset="https://bucket-image.inkmaginecms.com/version/mobile/1/image/2024/08/850f15f6-d9d4-4008-a7f3-5d2537003694.jpg" type="image/jpeg" media="(max-width: 500px)"><img src="https://bucket-image.inkmaginecms.com/version/desktop/1/image/2024/08/850f15f6-d9d4-4008-a7f3-5d2537003694.jpg" alt="" title="" width="750" height="500"></picture><p class="source ">Photo Credit: INSIDE/Sherlock 攝</p><figcaption>「雙向媒合」機制讓參展品牌主動出擊，不必苦苦等待買家</figcaption></figure><h3 class="MsoNormal ck-section">打造線上官網，不僅提升曝光管道，更在網路上留下資料</h3><p class="MsoNormal ck-section">今年的文博會特別設計了線上商展的部分，黃總監表示：「我們今年有特別去強調說，我們希望讓品牌的資料是可以留存後續一整年，即使今天文博會結束之後，我到了這個官網上面我一樣可以去看它的一些基本資訊。」</p><div class="ad-content" style="min-height:294px"><div class="tmgad tmgad-type-general tmgad-new"> <script type="application/json">{"type":"general","slot":"\/21870649235\/in_a_p6_special","size":[[640,360],[640,480],[300,250],[320,480],[1,1]],"mapping":[[[1210,0],[[640,360],[640,480],[1,1]]],[[0,0],[[300,250],[320,480],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["719448"],"page_key":["article"],"page_name":["article"],"author_key":["sherlock"],"author_name":["Sherlock"],"category_key":["trend","interview","event","e-commerce","crowdfunding"],"category_name":["\u8da8\u52e2","\u4eba\u7269\u5c08\u8a2a","\u6d3b\u52d5\u63a1\u8a2a","\u96fb\u5546","\u7fa4\u773e\u52df\u8cc7"],"tag_key":["25908","26303","26377","26378","26379","26380"],"tag_name":["\u5bf6\u5cf6\u767e\u9762","2024 \u6587\u535a\u6703","\u7dda\u4e0a\u5546\u5c55","\u5546\u5c55\u7e3d\u76e3","\u9ec3\u6631\u798e","\u54c1\u724c\u5a92\u5408"]},"name":"in_a_p6_special"}</script> </div> </div><figure class="image ck-section"><picture><source srcset="https://bucket-image.inkmaginecms.com/version/mobile/1/image/2024/08/45bdde2e-b407-4d56-9a19-ce9cb4915d3d.png" type="image/png" media="(max-width: 500px)"><img src="https://bucket-image.inkmaginecms.com/version/desktop/1/image/2024/08/45bdde2e-b407-4d56-9a19-ce9cb4915d3d.png" alt="" title="" width="750" height="386"></picture><p class="source ">Photo Credit: 2024 文博會官網</p><figcaption>透過線上商展，品牌可以更多地去曝光</figcaption></figure><figure class="image ck-section"><picture><source srcset="https://bucket-image.inkmaginecms.com/version/mobile/1/image/2024/09/eae8853b-a26c-45e4-8039-7dd77737d00c.png" type="image/png" media="(max-width: 500px)"><img src="https://bucket-image.inkmaginecms.com/version/desktop/1/image/2024/09/eae8853b-a26c-45e4-8039-7dd77737d00c.png" alt="" title="" width="750" height="381"></picture><p class="source ">Photo Credit: 2024 文博會官網</p><figcaption>買家可以透過官網的「展商名單」去線上了解各品牌</figcaption></figure><p class="MsoNormal ck-section">官網不僅是一個展示的平台，更放上所有品牌的媒合資訊與品牌簡介，讓買家可以更長期的去得到品牌的相關資訊，「我相信有很多的買家，是來不及到文博會現場的，他也可以透過這個官網去認識品牌，那我們有做像是品牌簡介下載的一個機制，那就可以直接下載。」黃昱禎補充道。</p><h3 class="MsoNormal ck-section">品牌故事的力量：創造長期價值的核心</h3><p class="MsoNormal ck-section">品牌故事一直被視為建立品牌長期價值的核心要素，在黃昱禎看來，好的品牌故事與優質的產品是相輔相成的。「一定要有好的故事，人家才會有認識你的動機，但是在好的故事的前提是你商品一定要好。」她指出，許多台灣的文創品牌非常專注於產品本身，而缺乏了講好一個品牌的故事，這在一定程度上限制了品牌的成長。</p><p class="MsoNormal ck-section">黃昱禎提到，一些成功的募資案例正是通過真誠的品牌故事打動了消費者，從而獲得了市場的認可和支持。「有的時候，我們根本不需要很華麗的故事，我們只要很真誠，然後符合我需求的資訊就好了。」她強調，品牌故事並不需要過度包裝，而應該是易於理解且能夠引起共鳴的，這樣才能真正打動消費者與投資者，進而創造出市場價值。</p><p class="MsoNormal ck-section">而當我們談及短期獲利與長期價值時，黃昱禎總監表示，商展期間的銷貨獲利確實是創作者一個好好變現的手段，黃昱禎總監提到：「老實說啦，我覺得注重短期銷售這件事情是避不了的，」不過對於長期價值的經營，參與文博會就是一個很好的平台，黃昱禎表示，文博會會提供許多資源，讓品牌可以發展長期價值。</p><div class="ad-content" style="min-height:294px"><div class="tmgad tmgad-type-flux tmgad-new"> <script type="application/json">{"type":"flux","slot":"\/21870649235\/in_a_p10","size":[[640,360],[640,480],[300,250],[1,1]],"mapping":[[[1210,0],[[640,360],[640,480],[1,1]]],[[0,0],[[300,250],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["719448"],"page_key":["article"],"page_name":["article"],"author_key":["sherlock"],"author_name":["Sherlock"],"category_key":["trend","interview","event","e-commerce","crowdfunding"],"category_name":["\u8da8\u52e2","\u4eba\u7269\u5c08\u8a2a","\u6d3b\u52d5\u63a1\u8a2a","\u96fb\u5546","\u7fa4\u773e\u52df\u8cc7"],"tag_key":["25908","26303","26377","26378","26379","26380"],"tag_name":["\u5bf6\u5cf6\u767e\u9762","2024 \u6587\u535a\u6703","\u7dda\u4e0a\u5546\u5c55","\u5546\u5c55\u7e3d\u76e3","\u9ec3\u6631\u798e","\u54c1\u724c\u5a92\u5408"]},"name":"in_a_p10"}</script> </div> </div><p class="MsoNormal ck-section">黃昱禎總監說：「我們其實是沒有辦法去拒絕短期銷售可以帶來的獲利，總是要先吃飽你，才要去想辦法你怎麼過得好，那過得好的部分就是長期的這個效益。我覺得這就是文博會跟一般的大型零售商會不一樣的地方，因為畢竟它是文化創意博覽會，我們會鼓勵他們創造長期價值，文博會的這個平台，我們其實教你釣魚，你要靠自己來釣。」</p><p class="MsoNormal ck-section">在談到台灣文創品牌的國際競爭力時，黃昱禎指出，台灣品牌具有多元性和包容性，但仍需在國際市場中找到自己的獨特定位。「台灣的文創品牌在設計和創意上都有獨到之處，但要在全球市場中脫穎而出，還需要更多的國際化思維和市場洞察力。」她認為，通過文博會這樣的平台，台灣品牌可以逐步打開國際市場的大門，並在全球消費者中樹立起獨特的品牌形象。</p><h3 class="MsoNormal ck-section">IP 授權品牌的興起：圖像透過貼圖展現商機</h3><p class="MsoNormal ck-section">在談到今年文博會的參展品牌時，我們發現 IP 授權品牌有顯著增長，這些品牌不僅在文博會中佔據了相當大的比例，筆者也就這塊與黃昱禎總監做訪問，總監回答道：「我覺得，圖像的市場是一個反映現在的趨勢。疫情後的時代，大家越來越注重身心靈的平衡，所以其實在這樣子一個市場趨勢下，是會讓我們的整個市場更偏向說，我喜歡這些可愛的圖像，」她指出，許多消費者透過IP 授權的產品來尋找情感上的慰藉，這也促使了該市場的快速成長。</p><p class="MsoNormal ck-section">筆者也問了黃昱禎總監這個問題，她提到，貼圖作為數位商品的影響力，讓圖像 IP 更輕易的去擴散在我們的生活中。</p><p class="MsoNormal ck-section">「貼圖的影響力真的是深入我們每個人的生活中，但是這個影響力它帶來的背後價值是什麼？它讓品牌的曝光機率變得很高。我今天喜歡講話有點討揶揄的那種感覺，我就下載白爛貓的貼圖，那也有很多氣質系的貼圖，時不時送你個愛心那種貼圖，」黃昱禎認為，貼圖的普及讓品牌的曝光率達到了新的高度，這也讓許多原本在市場上默默無聞的小眾品牌，通過數位平台找到了自己的受眾。</p><p class="MsoNormal ck-section">「而且一組貼圖才一杯飲料的錢，所以買起來不手軟啊！別人生日的時候，我就會想要送他貼圖，祝他生日快樂。那這種互動就變成是我們生活中常常在看到、常常在使用，那我們就會多認識（品牌）。」黃昱禎補充道。</p><h3 class="MsoNormal ck-section">成熟技術 Beacon 為帶來的助力：更精準的定位通知與趣味的互動性</h3><p class="MsoNormal ck-section">科技能夠創造商機，除了圖像數位化之外，黃昱禎總監透過 Beacon 這項成熟的藍牙技術，將它老入室內的這個商展場域，除了讓消費者有更多的逛展體驗，也協助品牌攤位更好的曝光。</p><p class="MsoNormal ck-section">Beacon 這個技術其實已經不是太新穎的科技技術，但是特別適合使用在限定場域的地方，例如本次文博會的商展，讓參展者在封閉場域內實現了即時推播，為整個展會增添了互動性和趣味性。</p><p class="MsoNormal ck-section">「因為如果你今天在戶外，要介紹這棵是什麼植物，你綁得太高它抓不到，或者是移動太快，它可能感應不到等等。但剛好我們今年是封閉場館，所以這個老派的技術反而變得很好玩，你走到哪裡都可以被推播到，你就會覺得一直有那種解鎖任務的刺激感覺。」這個應用，不僅止於數位科技在商展中的常規操作，更是將傳統展會帶入了一個全新的互動時代。</p><h3 class="MsoNormal ck-section">今年文博會的挑戰：在台南！</h3><p class="MsoNormal ck-section">黃昱禎坦言，文博會首次在台南舉辦，帶來了許多挑戰，特別是說服台北的品牌南下參展，以及應對國際買家對台南交通的不熟悉，是她在籌備過程中遇到的最大困難之一。</p><p class="MsoNormal ck-section">「我覺得整合來講，最難最難的事情就是溝通，」黃昱禎補充道，「跟人有關的事情一定都是溝通最難。」黃昱禎總監最後下了這麼樣一個結論。</p><h3 class="MsoNormal ck-section">關於創新科技：為創作者帶來靈感</h3><p class="MsoNormal ck-section">近年來 AI 的興起影響了各個產業，筆者借此機會也來訪問黃昱禎總監關於 AI 是如何影響文創產業的？AI 能為文創產業帶來什麼附加價值？</p><p class="MsoNormal ck-section">黃昱禎笑著說道：「我覺得大家會有一段時間，非常的焦慮會不會被AI取代。但是我也看到有的畫家是這樣就是非常善用 AI 的，畫到一個三窮水盡就是畫家最痛苦的時候，他會用 AI 給他靈感，所以我覺得他們是會去利用這些高科技作為自己的靈感的輔助。」</p><h3 class="MsoNormal ck-section">以創新與故事為基礎，展望品牌的國際化未來</h3><p class="MsoNormal ck-section">黃昱禎總監最後說道：「我覺得對於海外市場的探索這件事情一定是不變的，給他們工具，幫助他們從 1 發展到 10 這個核心也絕對不會改變，然後緊扣台灣的文創產業，作為我們發展的根基。」</p><p class="MsoNormal ck-section">總結這次的訪談，黃昱禎總監所希望的，是文博會可以繼續致力於為參展品牌提供全方位的支持，從品牌故事的完整化，到數位化平台的搭建，再到國際市場的拓展，文博會將成為品牌發展的堅實後盾。</p><figure class="image ck-section"><picture><source srcset="https://bucket-image.inkmaginecms.com/version/mobile/1/image/2024/08/73aee2ba-20f9-410a-bbbb-b17533ea3123.jpg" type="image/jpeg" media="(max-width: 500px)"><img src="https://bucket-image.inkmaginecms.com/version/desktop/1/image/2024/08/73aee2ba-20f9-410a-bbbb-b17533ea3123.jpg" alt="" title="" width="750" height="500"></picture><p class="source ">Photo Credit: INSIDE/Sherlock 攝</p></figure><p 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