Culture should be able to be touched, tasted and felt by consumers.

Through a piece of cultural and creative products, we build bridges of cultural communication, let consumers understand history, bring culture home, and integrate culture into life.

　　The cultural and creative doll of the Gansu Provincial Museum has been popular for more than a month, and the popularity is still unabated.

In the flagship store of Taobao Gansu Provincial Museum, the monthly sales of this product exceeded 15,000.

　　In recent years, the cultural and creative products launched by major cultural and museum institutions have been dizzying, and "bring cultural relics home" has become a popular trend.

Those cultural and creative products that are either beautiful and cute or "brain-opening" make cultural relics live and become popular, creating consumption hot spots one by one.

From the Chaozhu earphones of the Palace Museum, to the archaeological blind box of the Henan Museum, and then to the "horse stepping on a flying swallow" in Bo, Gansu Province, consumers are looking forward to, where will the next explosion be?

　　Cultural and creative products are "rolled up"

　　The doll "Ma Treading Feiyan" came out in early June. It was tepid at first. It didn't take long for it to be photographed by netizens and uploaded to social platforms. .

　　"It's so magical, it's very cute! Ancient and modern collide, and the design is novel!" "Poke my cute point, buy it!" "Waiting for more than ten days is not in vain, and you will feel better when you look at it!" The comments on the online sales platform are full of love for this product.

　　The cultural and creative products of Gansu Province Bo have been "out of the circle" more than once.

After launching the cultural and creative IP of "God is Coming" in 2020, Gansu Provincial Bo has produced a series of products such as dolls, kites, cartoon head covers, and standing building blocks.

In January of this year, a 3D green horse headgear with creatively choreographed "Shenma Dance" appeared simultaneously, and quickly rushed to the hot search list.

　　In today's cultural and blog industry, it is not uncommon for people who are "playable", dare to innovate and market like Gansu Provincial Museum.

The archaeological blind box of the Henan Museum enriches the experience of consumers with the help of the two elements of Luoyang shovel and blind box. It has sold 360,000 pieces in 10 months; Sanxingdui Museum has unearthed symbols such as gold masks and bronze Dali people. Cultural and creative products such as refrigerator magnets and figurines designed as prototypes of cultural relics are very popular. One of the bronze villain mahjong ornaments with strong Sichuan characteristics has become a popular item and sold out of stock on online sales platforms; Xinjiang Museum has taken a different approach to put Food culture is injected into cultural and creative design, and authentic features such as roasted naan, Aksu apples, and cantaloupe are made into circular mouse pads, filling a table, as realistic as a table of Xinjiang banquets... The museum's cultural and creative products are really " rolled up".

　　In the past, cultural and creative products were not so beautiful.

Product sales are generally in the canteen of the museum, and tourists who want to bring some souvenirs home have no idea where to start.

The same postcards, bookmarks, refrigerator magnets, etc. are difficult to arouse consumers' desire to buy.

Some people ridiculed that in the past, cultural and creative products met with designers and manufacturers, and then they were placed in warehouses and met with dust.

　　Now things have changed.

Go to the cultural and creative stores in major museums, from home life to stationery, clothing accessories, creative toys, tea, coffee and cold drinks... The richness of products is dazzling.

There is always a fun, interesting and well-made product that makes people want to take it away.

　　Judging from the data, the sales of cultural and creative products have repeatedly hit new highs.

According to a report released by the Sichuan Provincial Bureau of Cultural Relics, the cultural and creative income of Sichuan Province exceeded the 100 million yuan mark last year, a record high.

Among them, Sanxingdui Museum cultural and creative products sold more than 30 million yuan.

The Guangdong Provincial Museum developed 2,305 cultural and creative products last year, and achieved a revenue of 39.9339 million yuan from cultural and creative products.

In online sales channels, nearly 100 museums will participate in Tmall's "Double 11" event in 2021.

On the first day of sale, the sales of cultural and creative products in the museum surged by more than 400%, becoming one of the dark horse product categories.

　　Why did "horses tread on flying swallows" become popular

　　Although the popularity of the "horse stepping on a flying swallow" doll was unexpected by the Gansu Provincial Bo team, its popularity is not without a trace.

　　The prototype of this doll has a lot of background - it is a bronze galloping horse, also known as "horse stepping on a flying swallow", which was unearthed in the Leitai Han Tomb in Wuwei City, Gansu Province in 1983 in the 1960s. It was identified as a Chinese tourist symbol, and was identified as a national treasure-level cultural relic by the expert group of the State Administration of Cultural Heritage in 1996.

The bronze galloping horse fully interprets the dynamic feeling of the galloping horse with extraordinary casting skills.

　　However, in the design process, the doll did not choose the bronze galloping horse's vigorous side face, but focused on restoring its naughty and lovely frontal demeanor. The finishing touch was the mouth with white teeth and the slightly tilted head, and the soles of the feet pointed "" Feiyan" is also naive.

The extraordinarily down-to-earth joyful shape makes people feel that the "cold" cultural relics collected in the museum can be so cute.

The unconventional sense of contrast makes this product quickly capture the hearts of consumers.

　　"Culture, art and aesthetics are not only the source of creativity for cultural and creative products, but also the inexhaustible driving force for them to attract and drive consumption." said Wang Qingyi, deputy dean of the School of Cultural Industry Management, Communication University of China. It determines whether the idea can arouse empathy, resonate, and finally 'out of the circle' and truly be recognized by the market."

　　In his view, the popularity of cultural and creative products in museums seems to be accidental but in fact inevitable.

"It is a microcosm of the achievements of building a strong cultural country over the years, and reflects the enthusiasm and vigor that has been stimulated by cultural innovation and creativity." From the perspective of the macro environment, in recent years, my country has attached great importance to the activation and utilization of cultural relics and the innovation of cultural and creative products in terms of policy. The development, "making the cultural relics collected in museums, the heritage displayed on the vast land, and the characters written in ancient books all come alive" is being vividly practiced everywhere.

From the perspective of my country's economic and social development level, "research shows that when the country's per capita GDP reaches more than 5,000 US dollars, cultural consumption will usher in explosive growth. Last year, my country's per capita GDP exceeded 12,000 US dollars, but my country's cultural consumption is only in countries with the same level of development. This indicates that there is still huge potential for cultural consumption in my country.”

Judging from the growing spiritual and cultural needs of the people, the upgrading of cultural consumption will continue to exert efforts in the aspects of "national tide" culture, technology and cultural integration.

　　Can the popular password be copied?

　　From Chaozhu earphones, archaeological blind boxes to "horses treading on flying swallows", is there a password that can be "copy-pasted" for the popularity of cultural and creative products?

　　"Good-looking skins are the same, and interesting souls are one in a thousand."

Cultural and creative products "out of the circle" must be special.

However, according to Gao Peng, director of the Visual Communication Design Department of the School of Art and Design, Shanxi University of Media and Communications, who has many years of practical experience in cultural and creative product development, products that can be recognized by the market must meet the requirements for consumers to "see, understand, and buy." Affordable, take away" rule.

"To be able to see it means that the design can impress consumers; to understand it means that consumers can understand the cultural meaning behind it through the product; to afford it means that cultural and creative products are not luxury goods, and consumers have 100 in their pockets. Yuan can also buy your favorite things; you can take it away, which means that the product should be portable and easy to take home.”

　　Gao Peng believes that, without exception, excellent cultural and creative products are based on the word "culture".

Our country's long history and culture is the most valuable foundation for creative design.

"Culture is not something you can simply look at, it should be able to be touched, tasted and felt by consumers." This is exactly what it means to develop cultural and creative products.

Through a piece of cultural and creative products, we build bridges of cultural communication, let consumers understand history, bring culture home, and integrate culture into life.

　　"The process of creativity is from abstract to concrete, not simply copying traditional cultural symbols, but a process of redesigning traditional fashion." Gao Peng said, "For example, a cultural and creative water cup, its basic functionality does not require designers Creativity. What we need to do is to subtly inject culture into it, so that consumers can feel the extension of cultural value in the process of use and generate spiritual resonance. Pursuing spiritual pleasure is the embodiment of consumption upgrade.”

　　Gao Peng observed that, from punching in museums to purchasing cultural and creative products, young consumers have now become the main group of cultural consumption.

"In recent years, the country has paid more and more attention to the protection and inheritance of traditional culture, and the environment in which young consumers grow up has given them a greater sense of identity and pride in traditional culture. An important reason for the rise of consumption.” Gao Peng said, “Good customers decide on good designs, and consumers have demand, which will definitely lead to the emergence of more and better cultural and creative products, transforming the temperature of traditional culture into the popularity of cultural and creative products. "

　　Zhang Xue