China News Service, Xi'an, June 4th: "Virtual fashion" attracts the attention of "Gen Z" digital collections "embedded" in the cultural tourism industry

　　Author Zhang Yichen Shi Furong

　　"As long as a cup of milk tea costs, you can have a 'Supreme Treasure'." Yu Fan, a "post-95" boy in Xi'an, displayed more than 20 different types of digital collections he owned in his circle of friends.

　　Numbers are states, collections are forms, and culture is the core.

　　From the "Bing Dun Dun" digital blind box in early 2022, to the digital collection commemorative tickets for the dance poetry drama "Only Blue and Green" launched by the Chinese Spring Festival Gala in 2022, and to the digital collection of "Dunhuang Animation IP", China The digital collection market is in the ascendant.

　　At present, the coverage of digital collections includes cultural tourism, sports, art, entertainment and fashion, etc.

Behind the rising market, in addition to the support of blockchain, cloud computing, artificial intelligence and other technologies, the pursuit of "Generation Z" has become one of the important factors boosting its development.

　　"This is the 'Number One God of Fortune' that I grabbed." Collection enthusiast Chen Yang showed his digital collection to a reporter from Chinanews.com. This "Number One God of Fortune" is different from traditional cultural and creative products. It is not a physical product, but It is a picture of the God of Wealth holding Ruyi in his hands, wearing a python robe and pedaling ingots.

It reproduces the image of the traditional Chinese God of Wealth and matches the elements of "Chinese New Year". "The design of both internal and external cultivation makes it a 'circle fan' when it is listed. Who can not love such a God of Wealth?"

The picture shows the digital collection of "Chinese New Year Greeting the God of Wealth".

Photo courtesy of Qujiang Cultural Tourism Co., Ltd. Brand Marketing Center

　　In the digital age, digital collections are "embedded" in the cultural tourism industry, which digitizes cultural and tourism resources, enabling people to appreciate the culture behind cultural relics and art, and experience the beauty of humanity and nature conveyed by scenic spots.

But unlike collections in the traditional sense, digital collections are permanently stored in online accounts.

　　It is understood that starting from the end of 2021, Xi'an Qujiang Cultural Tourism Co., Ltd. has linked various scenic spots and successively issued more than 20 digital collections.

Among them, on April 15, the "Q version of Dream Chang'an" series of digital collections featuring Tang Xiaofei, Li Xiaobai, Cheng Xiaojiang, and Persian guests from the "Prosperous Tang Tiantuan" were sold out in 30 seconds before they were launched.

As the "Generation Z" living on the "mobile terminal", it has also become a boost for the development of new formats of the cultural tourism industry.

　　"From the blue dragon, white tiger, the number one God of Wealth in the field of traditional culture, to the classic IP city wall warrior series in scenic spots, almost all of them are 'empty in seconds' when they go on sale." Xu Gang, deputy general manager of the brand marketing center of Qujiang Cultural Tourism Co., Ltd., said, With the upsurge of digital collections and the continuous advancement of modern technology, people's cultural life has an additional layer of possibility of interaction between reality and virtuality.

　　Digital collections have entered the public eye from the niche field, enabling many precious cultural relics hidden in museums to be understood and collected by the public in a virtual way.

　　In recent years, major museums and scenic spots in China have interacted with consumers through online sales of digital collections, forming a new digital consumption format.

For example, 10,000 copies of the digital collection "Goujian Sword of the King of Yue", the treasure of the Hubei Provincial Museum Town Hall, have been issued, attracting about 600,000 people to snap up online; the "Thousand Palace Series" digital collection launched by Xi'an Daming Palace National Heritage Park has landed on the auction platform. The 30,000 collections were all sold out in 9 minutes.

　　Experts believe that for "Generation Z", the "virtual fashion" brought by digital collections is the embodiment of freshness and trend. Although these digital collections are "intangible", posting on Moments and posting pictures can satisfy young people's social interaction. demand, and attract more young people to "enter the circle" of digital collections.

　　As the producer of digital collections such as "The Mirror of the Origin Universe: Thousand Palaces" in Daming Palace, "Q version of Dream Chang'an" on the city wall, and "Tiger Star Gao Zhao" in the Tang Dynasty City that never sleeps, He Jianhua, chief creative director of Xi'an Xianyi Numa creative team, said, The collections in the museum are limited in number, but the cultural value they contain is infinite.

Through the virtual digital carrier, the cultural connotation behind the collection is disseminated, and the rare value attribute of the collection is given, which is the reason why the digital collection attracts the attention of "Gen Z".

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