Sanxingdui figure, why is it out of the circle?
Wenbo Wenchuang can make money as long as it is fun and creative
The wide-mouthed bronze animal face with long eyelids, S-shaped, and rounded eyeballs can be opened to see a "Bunny" doll with pointed ears and a height of about 25 cm... At 10:00 p.m. on September 8th, Hangzhou post-95 girl Xixi (pseudonym) squatted in front of the computer with her friends, just to grab a bronze beast-faced office boy from Sanxingdui · Bubble Mart.
The doll is priced at 699 yuan per piece. As of 10:00 am on September 9, the doll has been sold out.
"When will it be shipped? Is there an official joint authorization letter?" Xixi, who grabbed the doll, went to the Jingdong flagship store to consult Bubble Mart's customer service.
But the answer from the customer service made Xixi quite tangled: "Bubble Mart does not have a specific authorization letter from the Sanxingdui Museum, but this doll must be a joint product."
If you spend 699 yuan, will you buy a “copycat” cultural and creative product from Sanxingdui?
699 yuan Sanxingdui Wenbo Wenchuang
Unmasking and a "LABUBU"
From September 2nd, Bubble Mart has launched the news that the Sanxingdui figure will start pre-sale on September 8th on the official WeChat, Weibo and other platforms.
At present, the figures released by the Bubble Mart Sanxingdui Museum are called "THE MONSTERS", and there are 2 models in total, a "LABUBU" gold-faced bronze figure and a "ZIMOMO" bronze animal-faced figure, both of which are priced 699 yuan / piece, as of press time, the online flagship store is in the state of replenishment.
According to the official news of Bubble Mart, some offline branches of Bubble Mart will also sell these two figures from September 9.
The reporter called Bubble Mart Hangzhou Guoda Store, Gonglian CC Robot Store, Hangzhou Joy City and other stores successively, and the other party replied that the stores were out of stock.
In previous years, a blind box of Bubble Mart was priced at around 100 yuan. Why is this toy so expensive?
The reporter asked industry insiders.
"One is the high added value of the brand. In the Bubble Mart blind box, Long Jiasheng's LABUBU series is a popular animation IP that many young people who play blind boxes pay attention to. In previous years, I made SpongeBob SquarePants and Ultraman models. Second, the concept of Sanxingdui's 'bronze animal face' is superimposed; second, the figure itself is different from the blind box, it is larger in size, more fine in workmanship, and the price is more expensive than the ordinary blind box." A well-known local hand in the Eastcom Hechuang Park The author told reporters, "Put on the mask, it is a Sanxingdui peripheral; open the mask, you can harvest a LABUBU. This kind of design is effortless, ingenious and innovative, and it does have the potential to become an explosive product."
And Shuai Shuai (pseudonym), a Hangzhou designer who has done secret-color porcelain cultural and creative work for Suzhou Museum, analyzed the price system of Sanxingdui’s series of cultural and creative products around it.
"Sanxingdui's co-branded cultural and creative products are not cheap. Sanxingdui · Xinxiangyin's national style custom paper towels, 18 packs are priced at 120 yuan; Sanxingdui * Xinghuo Frisbee's artist Idol competition disc series, 1 piece is priced at 178 yuan." After comparing the prices horizontally, Shuaishuai felt that the price of Sanxingdui · Bubble Mart · THE MONSTERS was "moderate".
"From the market reaction, young people are also willing to pay for this idea."
Physical Artifacts in Museums
No "copyright protection"
Is this product really the official co-branded peripheral authorized by Sanxingdui Museum to Bubble Mart?
The reporter first went to Jingdong to consult the online customer service of Bubble Mart, and the reply was the same as Xixi: the official authorization letter could not be provided, but it was determined to be an officially authorized joint fund.
The reporter then sought confirmation from the cultural and creative side of Sanxingdui Museum.
A staff member said that he did not know the details of Bubble Mart's launch of this cultural and creative project.
After the reporter called again, another staff member said that the product is indeed the official joint merchandise of Sanxingdui Museum and Bubble Mart, but it is expected to only be sold in Bubble Mart online/offline stores, so you can really visit Sanxingdui Museum cultural and creative, tourists can not buy.
Since it is an official joint venture, why can't Bubble Mart get a power of attorney?
"This issue is not clear." The staff said.
At 3:45 p.m. on September 9, Sanxingdui Museum Cultural and Creative also reprinted the new news about the co-branded Bubble Mart.
How to understand the "official non-authorization" of such cultural and creative products?
An expert who has served as a judge of the National Tourism Commodity Competition for many years said that there is no "copyright" for the physical cultural relics in the museum.
"Ancient cultural relics are not protected by today's copyright law. The "Guidelines for Copyright, Trademark Rights and Brand Authorization of Museum Collection Resources (Trial)" formulated by the State Administration of Cultural Heritage makes it clear that the copyright of museum collection resources comes from two aspects, one is the collection The copyright is still in the copyright protection period, and the museum is the copyright obtained by preserving the original work; the second is the copyright of the work obtained by the secondary creation of the collection resources by means of photography, video, digital scanning, etc. That is to say, for the past For the collection resources during the copyright protection period, the museum only owns the copyright of the works formed by the secondary creation, not the copyright of the original work." The judge told reporters that the cultural and creative business directly copied the original cultural relics in the museum or used it as a prototype for secondary production. Sub-creations, whether for sale or other use, are legal.
Creativity without limits:
Folk innovation brings more space for Wenbo, cultural and creative
Museums can authorize or find cultural and creative companies to jointly develop cultural and creative cultural and creative industries. What about the sales of cultural and creative cultural and creative projects created by the people?
The reporter searched "Sanxingdui Cultural and Creative" on the e-commerce platform and found that a Sanxingdui cultural and creative pen holder from Shenzhen, Guangdong and a Sanxingdui cultural and creative leather ornament from Qingdao, Shandong are both selling well, with monthly sales of more than 50 pieces. It is also close to the people, between 50 yuan and 70 yuan.
Experts believe that the government should encourage more folk creative powers and give more room for folk creativity to grow.
"Wenbo, cultural and creative are now a very popular field, and there are often explosive products. People with a heart can completely create secondary creations based on cultural relics. As long as they do not copy other people's cultural and creative works, it is completely legal and should be encouraged." The "THE MONSTERS" "test the water" launched by Sub-Bubble Mart Sanxingdui Cultural and Creative also attracted the attention of experts in the province.
"Bubble Mart's Sanxingdui cultural and creative production this time is equivalent to superimposing the appearance of the animal-shaped bronze ware newly discovered in Sanxingdui on August 24 on the original cultural and creative dolls. This creative collision is the result of Bubble Mart. Is the leader or the designer of Sanxingdui Cultural and Creative Store accidentally thought of, or is it the result of three-way cooperation? What is the profit sharing of the cultural and creative store? We also want to do related research. This cooperation model can also be used for the development of Zhejiang Wenbo Cultural and Creative Industry. Provide some ideas and references.”
Experts pointed out that cultural relics are public resources enjoyed by the whole people. The more people use cultural relics for secondary creation, the more conducive to promoting the public's understanding and warmth of cultural relics, and the more conducive to the spread of traditional culture.
"We are also looking forward to seeing the hottest products in the Zhejiang Wenbo cultural and creative market."