The mascot of the Winter Olympics, Bing Dun Dun, is "hard to find". Watches embroidered with Suzhou embroidery are eye-catching, and sneakers printed with Dunhuang murals have become "popular"... In recent years, many creative and distinctive The cultural and creative products "break the circle" time and time again, not only create huge commercial value, convert it into traffic and capital to feed back scenic spots and cultural tourism activities, but also become the transmission carrier of excellent traditional culture.

　　constantly improving

　　Cultural and creative products refer to the high value-added products produced through the development and application of intellectual property rights by means of modern scientific and technological means to create and improve cultural resources and stationery.

From simple reproduction and functional use, to excavating traditional cultural connotations for personalized design, Chinese cultural and creative products continue to grow.

　　"my country's cultural and creative development has gone through three stages. The first stage is function-based, representing products whose industrial design meets a specific use function; the second stage is aesthetic-based, representing products from The cultural symbols extracted from China's excellent traditional culture are attached to specific life, production and use products, such as beauty products incorporating traditional cultural symbols; the third stage is mainly personalized creativity, which is a cultural creation that satisfies the value and emotional expression of a single group Products, virtual idols, and digital fashion are the best examples." Liu Jianghong, deputy dean of the School of Cultural Industry Management, Communication University of China, introduced to the author.

　　Compared with the stereotyped tourist souvenirs of major scenic spots in the past, China's tourism culture and creativity are constantly adjusting and improving.

The cultural and creative area of ​​the Sanxingdui Museum Scenic Spot in Guanghan, Sichuan has undergone periodic updates and adjustments.

Ren Ren, director of the Industrial Development Department of the Sanxingdui Museum Scenic Spot Management Committee, said: "The museum was in the cultural and creative 1.0 era at the beginning of its opening in 1997, and the tourist souvenirs are mainly reproductions of cultural relics; after 2010, the products have been upgraded to make More cultural integration with museums will open the 2.0 era. With the popularity of the national wave in recent years, we have begun to strengthen the cultural attributes of products and the in-depth integration of innovation and creativity, and have the courage to accept and try new product forms.”

　　Sanxingdui culture, which originated from ancient Shu, has distinctive characteristics. The unearthed cultural relics are exquisite, but their mysterious colors are difficult to understand. The blind boxes of the "Blessing Priest" series of blind boxes skillfully anthropomorphize the cultural relics, allowing tourists and buyers to watch This characteristic cultural and creative product touches a warm culture.

In the development of cultural and creative products, Guanghan Sanxingdui Museum not only pays attention to physical products, but also grasps the trend of the times. This year, it launched the NFT of the digital collection of Sanxingdui collection of cultural relics, which was "swept away" once it was launched.

　　Reviewing the history of "breaking the circle" of cultural and creative products, Liu Jianghong pointed out, "'breaking the circle' is to break the material form, break the age class, and break the industrial barriers. In these three senses, some cultural and creative products of museum cultural relics in recent years have Often 'breaking the circle', such as the cultural and creative of the Palace Museum, Henan Museum, Sanxingdui. But no matter how 'breaking the circle', cultural and creative products are the continuation, inheritance, and activation of the soul of cultural relics, and creative development of symbols carried by cultural relics , so that cultural symbols can be organically combined with modern production and life.”

　　Nurturing the scenic spot

　　Cultural and creative products are becoming more and more popular and have gradually become an important profit point for many scenic spots, and scenic spots are also increasingly relying on good cultural and creative products. The two complement each other and form a virtuous circle of feedback.

　　During the Spring Festival this year, Dunhuang Academy of Painting skillfully used the classic elements such as the nine-colored deer and the long-lived bird in the Dunhuang murals in Gansu to develop and design the Dunhuang Wufu series of cultural and creative products, combining the Spring Festival with the mythical animals in the murals, and in a lively and bright form. People pass New Year wishes.

"I planned to travel to the Mogao Grottoes in Dunhuang this year, but it was not possible due to the impact of the epidemic. Fortunately, with these year-round and creative Spring Festival couplets and red envelopes, the moment I got the express delivery, my happiness came back!" Miss Zhao, who works in Beijing, put on a mask designed by the Dunhuang Academy of Painting during the Chinese New Year.

　　There are not a few young fans like Miss Zhao.

According to the "2019 Museum Cultural and Creative Products Market Data Report" jointly released by the Institute of Cultural Economics of Tsinghua University and Tmall, in the past year, the cumulative number of visits to the museum's flagship store on Taobao and Tmall alone reached 1.6 billion, which is the highest in the country. The museum receives 1.5 times the number of visitors, of which 100 million users are "post-90s".

According to Alibaba's retail platform data, in 2019 alone, nearly 9 million consumers have actually purchased cultural and creative products from museums, and urban young women with high purchasing power are the main consumers.

　　Punching in cultural landmarks and purchasing Guochao cultural and creative, such consumption methods have become the choice of more and more young people.

According to data from the Ministry of Commerce, during the Spring Festival, the sales of cultural and creative products in museums increased by 33.7% year-on-year.

"Many people who cannot go to tourist attractions due to the epidemic are 'planting grass' tourist destinations because of cultural and creative products. Cultural and creative products have become a 'new scenic spot' in tourist destinations." Liu Jianghong introduced.

　　The economic benefits brought by cultural and creative products will be re-invested in the overall operation of the museum for daily operations, cultural relics development and protection, and scenic spot publicity.

According to Ren Ren, the Sanxingdui Museum will direct the relevant proceeds to the protection and restoration of cultural relics in some business promotion cooperation.

　　Taking the cultural and creative products of the Palace Museum in Beijing as an example, in 2017, the revenue of its cultural and creative products exceeded 1.5 billion yuan, which was already higher than its museum ticket revenue.

When answering "where is the money earned by the Palace Museum's cultural and creative industry used?", the relevant person in charge of the Palace Museum said that all sales profits must be used for the development of the Palace Museum.

For example, more than 1,600 chairs should be built, 1,750 manhole covers should be leveled, and the automatic interpreter should be continuously improved, especially the educational activities for students are all free.

　　increase traffic

　　Cultural and creative "breaking the circle" can help the tourism industry realize the transformation from "resource" to "asset".

"Cultural creativity can help tourist destinations become better IP. Through IP development, the cultural resources of tourist attractions can become an important element that can be integrated into people's lives." Liu Jianghong said.

　　Good cultural and creative products are attracting more tourists to travel destinations.

"Yeah! I got a discount coupon!" Xiaoling, a student at Henan University, excitedly "jumped three feet high" at the entrance of the Yubo Cultural and Creative Pop-up Store on the first floor of Henan Museum. She just answered a series of history on the red envelope wall correctly. topic, got a cultural and creative discount coupon.

This is the special cultural and creative activity "Cultural and Creative Red Packet Rain" opened by Henan Museum to welcome the Chinese New Year.

During the Spring Festival in 2022, the ticket package with the Henan Museum's archaeological blind box coupon is more popular with tourists.

Many young people came to the Henan Museum one after another. After listening to the explanation of the rich collection in the museum, they flocked to the cultural and creative store to choose their favorite products.

According to the relevant staff of the Henan Provincial People's Government, during the Spring Festival holiday, the sales of Yubo Cultural and Creative Industry exceeded 500,000 yuan.

　　Qunar.com data shows that nearly 80% of users who purchase Guochao cultural and creative products have purchased air tickets, hotels and tickets for cultural tourism IP sites at the same time.

　　Sanxingdui Cultural and Creative also contributes to museum tourism.

"The development of cultural and creative industries has played an important role in enriching the tourism elements of our museum and increasing the experience of tourists. It is indescribably gratifying to hear that some tourists have not been to the museum for many years, but come again because of our cultural and creative ice cream in Sanxingdui." Ren Ren said with a smile.

At the same time, the IP authorization of museums also actively empowers current cultural consumption, providing new methods and paths for consumption transformation and upgrading.

　　The development of the cultural and creative industry has also faced corresponding problems.

"As a second-class public welfare institution, museums have some institutional obstacles in dealing with cultural and creative management, IP authorization and other businesses, while the development of a series of cultural and creative products and related joint cooperation involves market management, which may create boundaries for IP authorization. Derived problems such as ambiguity. How to better connect and balance, so that the museum scenic spot can be rejuvenated within the system, will be the focus of our next work." Ren Ren said.

　　For the future development of cultural and creative industries, Liu Jianghong believes that there are two important aspects, one is creativity based on cultural connotation, and the other is integrated innovation based on technology.

"In creativity, it is a basic condition to fully absorb the genes of China's excellent traditional culture and design products that can reflect the positive values ​​of the country and the nation, and the style of the times. In addition, in the context of the vigorous development and growing trend of digital culture, it is necessary to Consider the integration of mature technologies and use digital technology and information technology to improve the expressiveness, appeal and dissemination of culture." Liu Jianghong said.