"Green Code Stepping on Pneumonia" is in the limelight, and young people have become the main consumers of cultural and creative museums
The green horse "out of the circle", the museum's cultural and creative "roll up"
In order to get a "horse stepping on a flying swallow" doll pendant that became popular on the Internet, Yang Haoyi, a post-00s guy from Gansu, even found a "connection" - asking the staff of the Gansu Provincial Museum to help him buy it.
"Eyes are very important", at the end of June this year, when he first saw "horse stepping on a flying swallow" at the first cultural and creative festival in Lanzhou City, Yang Haoyi was struck by the porcelain teeth of this "green horse" and how it stepped on a flying swallow. The "breezy" action captured.
He felt that at the moment of the epidemic, he needed this kind of gadget that could decompress.
After 44 days, "Horse Treading Flying Swallow" was successfully launched. Yang Haoyi immediately hung it on his schoolbag and changed his WeChat avatar to a "green horse" image.
In other cities, he will also carry the "green horse" to take photos with local landmarks, and at the same time, he will also meet the requests of other tourists to take pictures or "touch" the green horse.
"There is a sense of pride in bringing the national treasure home, and there is also a sense of mission to recommend the national treasure and let the national treasure enter everyone's life," Yang Haoyi said in his heart, showing "green horses" is also showing cultural self-confidence.
Taking the national tourism symbol - the bronze galloping horse of the Eastern Han Dynasty as the design prototype, anthropomorphizing the cultural relics and adding interesting character characteristics, the cultural and creative product "horse treading on the flying swallow" launched by the Cultural and Creative Center of Gansu Museum has become the "top stream" of this summer. .
Online, there are hundreds of thousands of likes and retweets at every turn; offline, there is a long queue at the gate of the Gansu Museum, just to see the "green horse".
Coincidentally, the “Chaozhu” earphones from the Palace Museum in Beijing, the jade-shaped lollipops from the Henan Museum, the “Internet celebrity” ice cream from the Yinxu Museum, and the Sanxingdui Blessing Priest-themed blind box launched by the Sanxingdui Museum in Sichuan were also widely sought after and favored by tourists. .
Museum cultural creation has become popular in new models and new ways of playing. At the same time, the cultural dissemination of museums has become "more trendy and more interesting", allowing more people to enhance their cultural identity in "relics that can be brought home".
Green Horse "Out of the Circle" to Create a Sample of Museum Cultural Innovation
"The popularity of the green horse is accidental and inevitable." Cui Youxin, head of the Cultural and Creative Center of Gansu Museum and a designer born in the 1990s, told the China Youth Daily and China Youth Daily reporter that with "horses treading on flying swallows" as the prototype, Ganbo Cultural and Creative Center will open in 2020 In 2009, he founded the series IP of "God is coming", and has developed more than 30 kinds of cultural and creative products, including earrings, refrigerator magnets, "green horse" masks, key chains, notebooks, etc.
In addition to the cultural attributes and practicality, Cui Youxin and his friends have worked hard to make the products interesting and exploratory, and launched the green horse emoji pack, green horse headgear, green horse kite, etc. that are more "magic"" Weird" product.
Different from the vigorous and powerful profile of the bronze galloping horse shown in the previous history books and TV cameras, the bronze galloping horse is shown with a "positive" face for the first time.
"As a cultural and creative developer, we need to understand cultural relics in an all-round way." Cui Youxin said that whenever the bronze galloping horse was observed from the front, she and the boy would always be amused by its crooked mouth and bared teeth.
Therefore, everyone decided to make a bold attempt, taking the front image of the bronze galloping horse as the design prototype.
On the one hand, it restores the outline of its head and maintains its flying attitude; on the other hand, it strengthens its funny characteristics, adds big teeth, and designs Feiyan into a cute look, giving it a cute and naughty character feature.
The homophonic stalk of "Green Code Stepping on Pneumonia" and the attitude of jumping back and forth between respecting cultural relics and "rehabilitating" cultural relics have made "God Horse" become an "Internet celebrity" product of the museum's cultural and creative industry. Horse head set took the lead in rushing to the hot search list on Weibo, and the number of reads exceeded 10 million.
The Ganbo Cultural and Creative Center strikes while the iron is hot again, launching two dolls, the "Bronze Galloping Horse" standing model and the "Bronze Galloping Horse" running model.
Coinciding with June, the peak tourist season in Northwest China, the country's first original immersive cultural and creative theme exhibition "Vientiane Containing" cultural and creative exhibition hosted by Gansu Provincial Museum, Lanzhou's first cultural and creative festival, etc. have also been launched one after another. "Green Horse" dolls With more opportunities to show up, it quickly captured the "heart" of consumers.
A Douyin video shot by a netizen has received over 400,000 likes and 130,000 retweets in just a few days.
The sales of bronze galloping horse dolls increased rapidly and became the top seller in stores.
It is reported that on the day with the most orders, the Tmall flagship store of Gansu Provincial Museum sold about 7,000 green horses.
"The workers 'stepped on the sewing machine and smoked'." Cui Youxin said jokingly.
There are also people who open their minds directly and make secondary creations.
Douyin user "Daddy Cherry is Superman" used a computer to make an animated "green horse" for his daughter: in the video, a huge 3D "green horse" stepped on top of a skyscraper, looking naive.
Netizens from all over the country left messages under the video: "I saw it in Xinjiang, a green dot", "I saw it in Beijing", "I can see it in Xining, and the green light is shining on a sunny day."
Gambo's official account also does "hold the laurels", "I will really thank you".
"Use the words of young people to talk to young people". After the "green horse" became popular, the Gansu Museum also recognized this "traffic password", they took the lead in rectifying the work, danced the horse dance, and released the "Bronze Running Horse" Rap" "Divine Comedy", "Famous Paintings" series and other funny videos, and in "Green Horse Lele", a new member of the Green Horse family released at the end of July this year, "Feiyan" was completely independent, making netizens exclaim "Qiaoer wants to fly solo" "After a thousand years, Qiaoer is finally free."
After some operations, the popularity of the green horse has continued to this day, and there is no difference in the limelight.
"Internet celebrity" cultural and creative, using a modern way to perceive tradition
Shen Mingjie, director of the Silk Road Cultural and Creative Design Research Center of Lanzhou University, analyzed that the emergence of Ganbo's "horse stepping on a flying swallow" doll is closely related to the diversity of current cultural and aesthetic trends.
"Nowadays, cultural and creative products created based on aesthetic trends such as 'ugly', 'cute', 'dumb', 'cheap', or 'ugly and cute', 'dumb and cheap' have become popular among young people. Feiyan puppet just hit the point of 'ugly and cute', and the seemingly 'distorted' expression was also called by netizens as 'his own joy'. I saw this cultural and creative product in the current stressful work and life. I will smile knowingly at times, and it also plays a role in decompressing." Shen Mingjie said.
In addition, he believes that the clever use of online platforms such as Douyin and Weibo and the secondary creation of Ma Ta Feiyan dolls by netizens have played a huge role in the popularity of this cultural and creative product.
This is related to more and more young people entering the museum.
Data show that in the first half of 2022, the "post-80s" users who book museums through Ctrip accounted for 42%, and the "post-90s" accounted for 29%.
Among the people who searched for museums, "post-95s" accounted for nearly 30% of the share.
Young people have become the main consumer groups of cultural and creative museums, and cultural and creative design needs to be close to their aesthetics.
Shen Mingjie said that "Green Horse" came out of the circle to create a new sample of cultural and creative breakthroughs in museums, and also inspired other cultural and creative workers, that is, to deeply study the preferences of young people, to be familiar with current popular culture, and to increase product design. Elements of consumer engagement.
In addition, it is necessary to pay attention to the use of new media in the promotion and dissemination of cultural and creative products.
Shen Mingjie, for example, in 2013, the "I know" tape launched by the Palace Museum in Taipei was able to catch fire, which has a certain relationship with the popularity of Qing palace dramas. The continuation of the Jiangnan context and the meaning of the symbol, as well as the interaction of thinking through the ages; the archaeological blind box of the Henan Provincial Museum is highly sought after, which is a clever combination of the original unpopular and highly specialized archaeology and the "blind box" that young people like. , and also because the product has the characteristics of "interactivity" and "participation", it has become popular in the circle.
"We need to transform traditional culture in modern language, so that modern people can perceive tradition in a modern way." Shen Mingjie emphasized that through such a modern way, we become interested in cultural relics, and then we can enter the cultural relics themselves, go to Learn about the stories, culture, and history behind the artifacts.
The creative transformation of culture and creativity makes it connect with the life of modern people, and the distance becomes closer; then, with the help of its profound connotation, culture firmly captures the attention of young people.
The Cultural and Creative Store at the Memorial Hall of the National Congress of the Communist Party of China in Huangpu District, Shanghai is well aware of this. It breaks people's stereotype of red venues - the cultural and creative products here are not just propaganda and serious red souvenirs , but all kinds of products with trendy design and practicality.
The "1921-2021" canvas bag, Chuxinhong notebook, co-branded white rabbit toffee, ice cream, etc. in the store are all popular products "out of the circle".
Although these product categories are common in various cultural and tourism venues, they are very attractive with ingenious designs and meaningful details.
For example, the canvas bag that sold very well last year has a pattern of Shikumen and the house number where the conference site is located on the red cloth, and a white streamer with the words "1921·2021" printed on the bag. Great "atmosphere" and very practical.
The Big White Rabbit toffee co-produced with a domestic time-honored brand has a lot of careful thinking in packaging and pricing: the iron candy box is in the shape of Shikumen; there is a QR code printed on the candy paper, and you can scan it to understand the story behind the building; a There are 21 boxes of candy, weighing 100 grams, corresponding to the 100th anniversary of the founding of the party in 1921 to 2021, and the price is 28 yuan, implying that the Chinese Communist Party led the people from 1921 to 1949.
"After visiting the venue and coming to the cultural and creative store, it is equivalent to walking into the extended space of the exhibition hall. Consumers are willing to consume in the scene, and they also take away the story when they buy the product, thus forming a second degree of communication," said the person in charge.
The museum's cultural and creative "rolling up" opens up more "new topics"
Culture is the foundation, creativity is the soul, and the sensitivity measurement is repeatedly summarized in the consumer demand, product design and market response. For a time, the museum's cultural creativity presents a trend of a hundred schools of thought contending and a hundred flowers blooming.
Accompanying it, the economic and social benefits of the domestic cultural and creative industry have achieved "double growth".
Taking Ganbo as an example, "Green Horse" alone has increased the number of fans of the Douyin official account of the Ganbo Cultural and Creative Center from more than 100 to 85,000; the number of people who come to the scene to check in is even more endless.
In addition, it successfully aroused everyone's curiosity about Gansu and helped Gansu become one of the most popular provinces for tourism this summer.
"Culture and creativity can feed back cultural relics, museums, and boost the local tourism economy." This made Cui Youxin extremely happy, and she felt that this was something more proud of than profit.
Based on this virtuous circle, there are more and more policies to support and encourage museums’ cultural creativity at the national level.
In May 2016, the Ministry of Culture and Tourism and other departments issued the "Several Opinions on Promoting the Development of Cultural and Creative Products in Cultural Relics Units", clearly promoting various museums, art galleries, libraries and other cultural relics units to explore cultural resources in their collections and develop cultural creativity. product.
In November of the same year, the State Administration of Cultural Heritage identified 92 cultural and cultural relics units as pilot units for the development of cultural and creative products, and encouraged the pilot units to explore ways to invest and set up enterprises through the use of museums’ intellectual property as a stock to engage in the development and operation of cultural and creative products.
With the policy endorsement, the depth and breadth of cooperation between various market entities and museums has gradually increased, and the enthusiasm of practitioners has also been greatly improved.
According to incomplete statistics, in 2020, more than 124,000 types of cultural and creative products were developed in museums across the country, and the actual revenue exceeded 1.1 billion yuan.
The "rolling up" of the museum forces other cultural and creative enterprises to enter a new era.
According to statistics from People's Daily Online, in 2021, the operating income of cultural and related industry enterprises above designated size will reach 11.9 trillion yuan, an increase of 16% over the previous year and an average increase of 8.9% in the two years.
As "outstanding" museums, they choose to open more "new topics".
For example, the Memorial Hall of the National Congress of the Communist Party of China has jumped on the trend of "metaverse". In August this year, it used its own copyrights to make digital cultural creations with hand-painted pictures of the brick walls of Shudri and Shikumen, and the number 106 of Xingye Road. The product, priced at 39.9 yuan, is sold in blind boxes. More than 12,000 people have made reservations within three days of pre-sale, and the actual winning ratio is 1:4.5.
Consumers who buy the above products can also obtain physical products such as "One Coffee" vouchers and Shudley notebooks.
"Digital products not only stay at the virtual level, but also should be combined with cultural relics to guide the audience into a major site and approach the red history." Zhan Zhan, a relevant person in charge of a cultural and creative team.
The Cultural and Creative Center of Gansu Provincial Museum has also started from the concept of "big cultural and creative", combining different business formats to make cross-border innovation.
For example, in the form of cultural and creative exhibitions, let the public understand the various forms of cultural creativity; in the interior decoration of commercial buildings, cultural elements such as the Yellow River ripples are used; and salons are opened to let more young people feel the charm of traditional culture ...
These practices coincide with Shen Mingjie's thoughts on the future development direction of cultural and creative industries in recent years.
He said that cultural and creative products are only one of the carriers of cultural innovation. In fact, "cultural and creative" refers to "cultural innovation" from a broader perspective, and cultural and creative products are only one of the manifestations of cultural innovation. There are still many places for innovation, such as variety shows such as "National Treasures" and "If National Treasures Can Talk", or the creative exhibition of "Across the River at Qingming Festival 4.0" in the Forbidden City, or a combination of rock music and folk music. "A Roar of Huayin Old Oppress", and "Tang Palace Night Banquet" and "Only Green", which innovatively express history and traditional art in modern dance dramas, and so on.
"You can make traditional culture 'live' without sticking to the form; 'live' is the 'live' that makes some symbols of traditional culture 'live', and it is the 'live' of 'fresh', the 'live' of 'life' ', to make traditional culture grounded and full of life." Shen Mingjie said.
"Cold Thinking" after "Cultural Creation Fever in Museums"
Injecting new vitality into the healthy development of the cultural and creative industries, and helping the creative transformation and innovative development of Chinese excellent traditional culture, the museum cultural and creative industry is in the blue ocean of "the right time, place and people".
"From the perspective of the general background, it is the enhancement of cultural awareness and cultural self-confidence, the national top-down emphasis on traditional culture, the deep integration and development of culture and tourism industries, the changes in the functions of museums and the rapid development of cultural undertakings." Shen Mingjie He is delighted with the current "museum cultural and creative fever", but how to maintain the museum's cultural and creative fever and achieve self-transcendence in the later period is also a question he has been pondering.
In recent years, he has observed many problems in the system, talent, policy and funding of cultural and creative museums.
Cultural and creative product research and development requires a certain amount of capital investment, as well as complex talents who understand design and market, and understand the product production industry chain, but the current situation is that most of the national support tends to provincial-level museums, city and county-level museums. Cultural and creative products The development is greatly restricted by various factors.
"To be cultural and creative, you need to rely on social funds and strength, but small and medium-sized museums have few audiences and few well-known collections. The cultural and creative products produced lack brands and sales, so it is difficult to attract social capital to take risks and invest." Shen Mingjie said.
In addition, the implementation of policies varies from place to place, and the detailed rules and terms for specific encouragement still need to be improved. "Because the mechanism has not been straightened out, sometimes there are cases where museums can only display cultural and creative products after they have developed them, but cannot sell them."
Shen Mingjie analyzed that museums belong to public institutions, and profits must be handed over to higher-level units, and then distributed in various forms, but the policies and methods of distribution vary from place to place, so some small museums are faced with "difficult choices" in the development of cultural and creative products. ".
Shanghai Yunwen Bojian Co., Ltd. provides products and services such as digital cultural project development, cultural and creative customization, and cultural art trading for many museums in China. The company's president, Chen Yulin, also talked about the development of the cultural and creative industry. The appreciation of cultural added value is still relatively low.
Chen Yulin said that in Japan, Singapore and other places, consumers are willing to pay for the cultural heritage and design of products, but many domestic consumers do not think so.
Some companies are also unwilling to work hard to develop and design new products, so they copy and copy products from other companies. The quality of the products produced is not high, and the price is set very low. It is difficult for the original creators to protect their rights. The road to high-quality development brings difficulties.
In response to these pain points, in September 2021, 8 departments including the Ministry of Culture and Tourism jointly issued the "Several Measures on Further Promoting the Development of Cultural and Creative Products in Cultural Heritage Units", encouraging pilot units to innovate development methods based on their own conditions and attract social forces to participate Cultural and creative product development; and it is clearly necessary to implement the incentive policy, and reward the development, operation and management personnel of cultural and creative products that meet the incentive conditions in accordance with relevant regulations.
In addition, cultural relics units are required to do a good job in the management of intellectual property registration and reasonably determine the value of intellectual property.
At the same time, some small and medium-sized museums are also making some light attempts.
Located in the hometown of "Bronze Running Horse", Wuwei City Museum, in addition to developing cultural and creative products, has launched a series of brand activities such as four-season mobile exhibitions, youth social education, and high-quality courses entering the campus.
When children use beans to spell out the patterns on painted pottery, use clay to extrude the appearance of cultural relics, and then add their own innovative designs to it, the museum is closer to daily life than ever before.
China Youth Daily, China Youth Daily reporter Wang Hao Wei Qimeng Source: China Youth Daily