Abstract
As a traditional art of Nanjing, Nanjing cloud-pattern brocade is listed on the Representative List of Intangible Cultural Heritage of Humanity by UNESCO and is also a national intangible cultural heritage. This paper summarizes the aesthetic characteristics and cultural connotations of the Nanjing cloud-pattern brocade by combing its development in Yuan, Ming and Qing dynasties, to provide a reference for the innovation of the modern Nanjing cloud-pattern brocade. At the same time, given the cultural and product attributes of the Nanjing cloud-pattern brocade, an intensive industrialization path led by the government is proposed. After analyzing the current industrial situation of Nanjing cloud-pattern brocade facing misaligned consumer demand, small scale, insufficient funds, shortage of professionals and low brand recognition, a branding strategy for creating Nanjing cloud-pattern brocade cultural IP is proposed.
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