The museum has survived the time-honored brand, and Beijing has become a new cultural and creative city of domestic products
Beijing, with its profound cultural heritage and the most museum resources, has firmly won the title of the new cultural and creative city of Chinese products.
A few days ago, Tmall and CBNData released the "2020 New Domestic Products City" report that Beijing New Domestic Products' cultural and creative consumption has increased by 650% in two years, and it has driven many brands to cross-border.
National Treasure IPs such as the National Museum of the Palace Museum are online
Beijing wins first place in new cultural and creative industries
Since "Qianlong" and "Yongzheng" brought the cultural creation to the Forbidden City, the four talents of Suzhou Museum, Tang Niu of Shaanxi Museum, and even Picasso of UCCA (Ullens Museum of Art) have all started the mode of bringing goods.
Up to now, the number of domestic and foreign museums that have opened stores has increased to more than 60. National treasures such as the National Museum, the Summer Palace, the Bird's Nest, the Dunhuang Research Institute, and the Potala Palace have taken a fancy to young people's consumption positions.
As a national cultural center, Beijing relies on its unique advantages and is particularly prominent in the cultural creation of new domestic products.
According to the "New Chinese Product City 2020" report, in the past year, 5 of the top 10 brands of cultural and creative product sales came from Beijing, namely the Forbidden City, China Philatelic Corporation, National Museum, Guanfu Museum, and Olympic Flagship Store. Stable accounted for half, and Beijing accounted for about 30% of the TOP100 brands, far ahead.
Tang Wu, head of Tmall’s new cultural and creative industry, said that Beijing’s new cultural and creative development is at the forefront of the country. Whether it is a century-old brand or emerging cultural and cultural IP, it is flourishing on Tmall, and the new cultural and creative crossover trend is also IP with a long history and cultural tradition injects new blood.
New domestic brands are favored
"Post-95" and "Post-00" pay
The development of Beijing's cultural and creative industries is only a microcosm. The collision of various IPs with new brands and time-honored brands has allowed the explosive growth of new cultural and creative consumption online.
The report shows that last year's online museum cross-border product turnover exceeded 100%, and cross-border derivatives accounted for 72% of the overall cultural and creative product market.
Among them, cross-border sales of apparel rose the fastest, rising 6 times in just one year.
Behind the rise of new domestic products driven by new cultural innovation is the rise of national self-confidence and cultural identity.
Young people represented by "post-95s" and "post-00s" are becoming mainstream consumer groups. They are more willing to pay for products with "good-looking skins" and "interesting souls", and buying products with Chinese cultural elements has become a kind of Fashion trends continue to affect more people.
In 2019, the National Museum of China and Yili jointly launched the "National Treasure School" activity, which applied the image of the National Museum to activate the cultural relics in packaging, and with the help of Alipay's AR technology, let children listen to an interesting passage in the process of drinking milk in a virtual reality combination. The story of a national treasure, eventually the product coverage of the population exceeded 100 million.
IP cross-border not only helps domestic products to catch fire in the country, but also has the effect of "flowering outside the wall".
The Guofeng series of clothing that Guobo cooperated with clothing brand Lily was sold out in dozens of Lily overseas stores.
In addition, the Bainiao Chaofeng lipstick set promoted by the Summer Palace and Cating, the Molly Palace Ruiju series jointly launched by Bubble Matt and the Forbidden City, etc., these national treasure IPs have quickly improved the brand power of a batch of new domestic products.
Time-honored brands are becoming trendy
Rated as "the most versatile" by netizens
Not only has the museum been alive, the time-honored brands have also become fashionable.
Beijing time-honored brands Nei Liansheng, Caibai, Beibingyang, and Beijing Daoxiang Village have all tried to use cross-border methods to gain more young people's love.
As early as 2017, Beijing Daoxiang Village and Taobao of the Forbidden City launched the palace fan cake gift box "Excellent Dim Sum", which was called "the most popular cake" by netizens.
Data show that in the past year, six time-honored Beijing brands have online transactions exceeding 100 million yuan.
"The new cultural and creative city of domestic products is a golden name card for Beijing as a national cultural center." Mei Song, director of the Beijing Cultural Promotion Center, said that the development and promotion of cultural and creative products of cultural and cultural events will not only help promote economic upgrading and transformation, and promote the development of domestic products. It can also effectively carry forward the excellent traditional culture and bring cultural relics to life.
Beijing’s cultural, cultural and creative resources are the only one in the country. Not only is it rich in cultural accumulation, cultural and creative talents, and cultural consumption, but also leading technological innovation as an important support. Beijing’s cultural, creative, technological and creative in-depth integration and development, Beijing has the conditions and ability to further embrace digital The economy has given birth to new business formats and new consumption, so that new cultural and creative industries have more vitality.
Text/Reporter Chen Si