"Net Red Dean" Shan Jixiang: The copied cultural and creative products have no vitality
From the time when the number one scholar in the late Qing Dynasty, the famous modern industrialist and educator Zhang Jian founded China's first public museum-Nantong Museum, do you know how many museums exist in the country?
According to statistics from the State Administration of Cultural Heritage, since the 13th Five-Year Plan, my country has added an average of 1 museum every two days; as of the end of 2020, there are 5,788 registered museums nationwide, of which 1,224 are national first, second and third level museums, which are rich in types and diverse in subjects. The modern museum system in China has basically taken shape.
There are numerous museums, audiences in the exhibition halls, and a wide range of cultural and creative products. Many cities are building museum cities. "Museum fever" has become a cultural phenomenon.
What exactly is a city of museums?
In Shan Jixiang’s view, it is not the number of museums that depends on the number of museum audiences and potential audiences, whether there is the soil and atmosphere for museum development, and whether people regard museum visits as a way of life-this It is the standard to truly identify whether a city is a city of museums.
Behind the museum boom is cultural demand
A city without a museum is monotonous and boring.
For the first time to arrive in an unfamiliar city, if you want to understand the context of the city’s culture, going to the museum is the most intuitive and convenient way.
Shan Jixiang once interpreted the function of the museum in this way: "Spiritual home, cultural oasis, knowledge hall, urban living room, and civilization window."
During the "May Day" period of this year, the enthusiasm of the audience for "museum tours" was high.
Whether it is the Palace Museum, Henan Museum, Chengdu Museum, Guanghan Sanxingdui Museum, museums all over the country are very popular, and the flow of visitors does not lose to the Internet celebrity attractions.
Netizens check the strategy, set the alarm clock, stay up late to swipe their mobile phones...you can grab the museum tickets only after the operation is as fierce as a tiger.
If you want to visit the Forbidden City temporarily during the "May Day" holiday, the ticket reservation system waiting for you will display the reservation "full".
When he stepped down as the dean of the Palace Museum in 2019, Shan Jixiang gave a set of figures: In 2019, the audience of the Palace Museum reached 19.33 million, of which young people under the age of 35 exceeded 50% for the first time. To 30%.
Shan Jixiang said that because of the continuous close connection between the museum and modern society and people's real life, young people began to like the ancient Forbidden City and the Palace Museum. "This is one of my most gratifying things."
Speaking of the current "museum fever", Shan Jixiang analyzed that with the continuous improvement of living standards, people devote more of their spare time to cultural tourism and cultural leisure.
The most important reason for the doubling of museum visitors is that the quality of the museum’s exhibits has greatly improved. Visitors to the museum no longer stop here, but also need to gain knowledge and cultural enjoyment.
This kind of enthusiasm is more pressure for museums. It reverses the promotion of museum quality, including management level, reception level, display level, service level, and cultural communication level. It must continue to progress with the times to meet the audience’s needs. demand.
Before doing cultural creation, you must first find out the family background
The museum is not only a venue for the collection, storage, and display of cultural relics, but also a link between history and current life, and between the public and multiculturalism.
In the hot summer, the public went to the museum to watch the exhibition and bought a piece of cultural and creative ice cream, which immediately felt cooler.
The glazed beasts on the roof of the Forbidden City, the bronze heads of Sanxingdui, the drums and rap figurines of the National Museum of China, the red-year-old three-you-pattern plum vase in the Ming Hongwu glaze of the Nanjing Museum. eat.
When it comes to cultural and creative museums, the Forbidden City moves frequently, deducting more possibilities for super-large IPs.
From Chaozhu earphones to "Being upright" tapes, from "Important Travel" luggage tags to "I am such a man" folding fans, the Forbidden City's cultural and creative products reached more than 8,700 by the end of 2015.
The museum is letting people bring home cultural and creative products in a way that young people love to hear and see.
Driven by the two major Internet celebrity museums, the Forbidden City and the National Museum, the country's cultural and creative industry is opening up a market of 100 billion yuan.
Speaking of the reference significance of the Forbidden City's cultural and creative industries to other museums, Shan Jixiang said frankly that, before developing cultural and creative products, major museums need to find out the background and extract those elements that can be combined with real life, not just copying, but also More needs cultural creativity.
"What do people of different age groups need, and how attractive are the cultural and creative products you make to them? Not only can they meet people's needs in life, but also have some lesser-known cultural and creative elements, so that such cultural and creative products can withstand The test of the market."
In 2018, the cultural and creative products of the Forbidden City have exceeded 10,000. At that time, Shan Jixiang put forward a slogan: "From quantity growth to quality improvement", focusing on the use of environmentally friendly materials for cultural and creative products, while also being durable. Explosive styles frequently appear.
In order to increase sales, some museums directly cloned the Forbidden City Cultural and Creative Industries. Shan Jixiang disagrees with this: "You need to learn from the Forbidden City's cultural and creative methods, and then explore the characteristics of your own museums to create unique products. If you just imitate, Copying and plagiarism, cultural and creative products have no vitality."
Cover news reporter Zeng Jie Wu Deyu Xun Chao