[Explanation] Recently, the National Museum of China launched two "cultural relics ice cream" on the hot search.
The source of the design of the two ice creams is the two cultural relics of the "Drumming and Rap Figurine" and the "Bronze Rhinoceros Statue with Wrong Gold and Silver Cloud Pattern" collected in the museum.
While lamenting the unique shape of ice cream, netizens also discussed the price of a 15 yuan each.
Some consumers think that this price is too high for ice cream, while others think that this price is acceptable in terms of its cultural and artistic attributes.
In this regard, industry insiders believe that with the improvement of people's living standards, "eating culture" may become the "new fashion" of cultural tourism in the future.
[Concurrent] Chen Yuhao, a practitioner in the cultural and creative industry
From the perspective of the cost of traditional ice cream alone, the price of 15 yuan is indeed relatively high.
But what we should note is that in the process of visiting cultural museums, tourists nowadays, in addition to traditional viewing and taking pictures, have a strong willingness to consume more full-sensory tour experiences, and they are willing to undertake more reasonable The market has given a good answer to a premium within the price range of.
[Concurrent] Zhu Wei, Researcher, Communication Law Center, China University of Political Science and Law
In the process of eating, taste, including price, is only one of the important components, but it is not all aspects.
In fact, in traditional Chinese culture, the core point is to "eat culture".
This culture is not simply expressed by food and beautiful objects, but also depends on the cultural attributes represented by the food.
[Explanation] According to industry insiders, although China's domestic cultural and creative industry started late, it has developed rapidly.
In recent years, the creation of cultural and cultural IP represented by the Palace Museum in Beijing has given new vitality to the cultural and creative industry, and has given rise to a “national trend” across the country.
In the future, China's domestic cultural and creative industry will have both opportunities and challenges.
[Concurrent] Chen Yuhao, a practitioner in the cultural and creative industry
The “national trend” with wider coverage and larger audiences is the biggest opportunity for domestic cultural and creative industries in the next few years.
However, we have also seen that, whether it is cultural, film, or animation, etc., in the product realization stage of related cultural and creative industries, the life cycle of most products is still relatively short, and the form of presentation is also unchanged. These are the difficulties that the cultural and creative industries are currently facing. , And the biggest challenge is "disorderly and excessive authorization", which is very unfavorable for IP creation.
[Explanation] According to analysis by industry insiders, some of the current cultural and creative products have problems such as focusing on short-term benefits, a single form of cooperation, inability to dig deep into the cultural heritage, and lack of a complete sustainable plan. Most of the final products developed are only formal.
Therefore, to make Wenbo IP truly leverage the market, it needs to start from two levels of product development and sales.
[Concurrent] Chen Yuhao, a practitioner in the cultural and creative industry
The research and development of cultural and creative products must have a complete and systematic category research and development plan.
It’s just a simple design of cultural and expo-related patterns and patterns on the product. This is only the design of version 1.0; to make the product as a whole beautiful, durable, and enjoyable. This is version 2.0; and the design of version 3.0 should be compatible with the first two On the basis of each version, it is presented in an all-round way, including innovation, functionality, and extensibility.
The unruly traditional R&D behavior will not only destroy the vast market, but also become the biggest obstacle in the process of creating cultural and blog IP.
When selling cultural and creative products, they should appropriately learn from Internet thinking, cooperate and support by multiple parties to achieve resource sharing and mutual benefit, so that products and IP can achieve the effect of "crazy transmission" in a short time.
Reporter Fan Siyi reports from Beijing
Editor in charge: [Ji Xiang]