Under the free-ticket policy, the income of museums has not decreased but increased, which is attributed to the development of cultural and creative products.

The injection of digital technology has gradually transformed the development of traditional culture into a cultural and innovative economic industry

How Museum Cultural Creation Seizes the New Consumption Trend

　　Our reporter Li Guo

　　"Workers' Daily" (Version 07, January 3, 2023)

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　　In essence, museum cultural and creative products are still commodities for exchange and circulation.

Countless people who are interested in museums, traditional culture, and history form a huge consumer group for museum cultural and creative products.

Today, the cultural needs of museums have been fully upgraded, and are gradually becoming virtualized, younger and more fashionable.

　　"This blind box has added a lot of underwater elements, such as blue crystal mud, and you can also dig out imitation treasures and many shells and conchs. I really like it!" On December 30, 2022, the Chongqing New Year's Festival opened, Chongqing Longhu Yang Yang, a 10-year-old from Bashu Primary School, said excitedly as soon as he received the New Year's gift for cultural innovation in the museum that his father bought him.

　　In recent years, the income of museums has not decreased but increased under the free admission policy, which is attributed to the development of cultural and creative products of museums.

Countless people who are interested in museums, traditional culture, and history form a huge consumer group for museum cultural and creative products.

Statistics show that the revenue of my country's museum industry has grown to 33.763 billion yuan in 2019, and will decline slightly due to the impact of the epidemic in 2021, but the overall figure is still 32.697 billion yuan.

　　According to the data from Tianyancha, there are more than 672,000 cultural and creative related enterprises and nearly 6,000 museums in China.

According to incomplete statistics, the Palace Museum alone has applied for 384 word trademarks, and its foreign-invested enterprises have applied for a total of 660 word trademarks, such as a series of cultural and creative products such as Jiaolou Coffee and Forbidden City Ice Cream.

Wonderful cultural and creative products

　　During the New Year’s Day, at the Chongqing Industrial Museum, 800 horsepower steam engine parts, gears and other industrial elements were transformed into bright symbols on silk scarves and creative pendants on bracelets, fully expressing the characteristics and themes of the Industrial Museum.

　　The reporter saw in the online cultural and creative store of the Three Gorges Museum that a Guqin tea tray "Pine and Stone" is on pre-sale.

The shape of the Guqin tea tray is almost completely copied from the body of the Guqin, even the inscription "Dongpo Jushi in the second year of Shaosheng" and the red seal of "Poxian Qinguan" are also copied.

The only difference is that there are fewer strings and more drains.

This makes the tea tray full of antiquity, which has both the shape and spirit of the guqin, and has become a new consumer product.

　　In fact, a number of uniquely designed and even "ugly" museum cultural creations have become Internet celebrity products, such as the Sichuan and Shu mahjong ornaments of Sanxingdui Museum, the alternative "archaeological" series of blind boxes of Henan Museum and Shaanxi Provincial Museum, etc.

Behind the "ugly cuteness" is the pioneering and innovative Internet thinking of major museums, which has become a "clear stream" of cultural relics and cultural creations in a relaxed, funny, and "not too serious" way.

　　The reporter of "Worker's Daily" found that facing the audience with tense rhythm and generally high work pressure, the cute appearance of "ugly cute" can make people relax, and there are many ideas with the same pronunciation as "green code", which fit the current people Hope for an early elimination of the epidemic.

This way of relaxing and decompressing is indeed difficult for consumers to refuse.

　　"Cultural and creative products integrate historical and cultural elements into ordinary commodities, adding a bit of warmth with cultural significance to the ordinary daily life that can be seen everywhere, which in turn stimulates people's choice and purchase." Cultural and creative products of China Museum Association Wu Ming, secretary-general of the professional committee, said that nearly 30% of museum cultural and creative products are priced within 49 yuan, and 22% of the products are priced in the range of 50 yuan to 99 yuan.

Statistics show that 87.5% of consumers have purchased cultural and creative products for themselves; 57.7% of consumers have purchased cultural and creative products as gifts for others.

　　The "New Cultural and Creative Consumption Trend Report" recently released by the Institute of Cultural Economics of Tsinghua University also shows that cultural and creative development around historical and cultural IP is showing a blowout trend, and the sales of many popular products have increased exponentially.

　　Up to now, more than 2,500 museums, art galleries, and memorial halls in China have developed IP around their own collections, and many small museums are also trying to attract tourists by developing small and cute cultural and creative products.

How to create a cultural and creative trendy brand?

　　As a cultural business card of Chongqing, the Three Gorges Museum serves an average of more than 3 million visitors per year, and the annual sales of products have also increased from about 800,000 yuan in the early stage to about 13 million yuan.

According to Chi Lin, Director of the Cultural and Creative Department of the Three Gorges Museum, these achievements are all due to continuous innovation.

　　"In the development of cultural and creative products, creative design is the most important part of deriving cultural relics collections into daily necessities. It must be natural and appropriate but also bring surprises." Chi Lin said, similar to Guqin tea trays, a group of "Bashu Han" "Rhyme" ceramic coasters borrow the shape of the cultural relics themselves to make coasters from the "Bronze Mirror with Six Milks and Four Gods of the Eastern Han Dynasty" and "Han Gray Pottery and Qinglong Wadang" collected by the Three Gorges Museum, which is ingenious and natural.

　　"The first is mechanism innovation. We have explored a way of combining 'museum + university + enterprise'. The museum has cultural relics resources, the university has design advantages, and the enterprise understands market demand. The joint efforts of the three parties have produced an effect of 1+1+1>3. "Chi Lin said that raising cultural and creative development to subject research, through a virtuous cycle of product iteration, cultural relics are better activated, and both social and economic benefits are harvested.

　　"Museum cultural and creative products, with their own strong driving force, constitute a powerful wheel to promote the progress of the cultural industry, laying a deep rut for the inheritance of traditional culture and the development of the cultural industry to the future." Jia Jia, general manager of the Tmall platform operation business department Luo said that according to the "Tmall New Cultural and Creative 2.0 Plan", in the next three years, all the "treasures of museums" of museums around the world will be listed on Tmall, and cross-border cooperation with 10,000 brands will be carried out.

　　"Museums can cooperate with more Internet organizations to allow history and the future to communicate across time and space through digital technology, reshape the audience's visit and cognitive system, and allow cultural relics to enter the public in a more convenient way, making it easier for audiences to understand cultural relics The culture behind it, and the power of the museum are perceived.” Cheng Wuyan, curator of the Three Gorges Museum, told reporters.

Comprehensive upgrade of cultural needs

　　Museum cultural creation is just a representative of many cultural products, and its rise heralds the arrival of an era of cultural prosperity.

When the existing industry is already weak, the released user demand will become the driving force behind the development of the new consumption field.

　　The most popular new cultural creation in 2022--digital collections, has become a new trend of cultural creation.

Taking Guangdong as an example, many museums in the province successively launched a variety of digital collections, all of which were quickly sold out; Hubei Provincial Museum's first digital collection "Goujian Sword of the King of Yue" was limited to 10,000 copies and was put on the shelves in "Second Sky"; Xi'an Qujiang Daming Palace The total revenue of digital collections of the National Heritage Park’s "○ Universe·Thousand Palaces Series" exceeded 600,000 yuan...Compared with ordinary cultural and creative products, the dissemination efficiency of digital collections can increase exponentially, which is a great opportunity for the development of the cultural and creative industries of museums. A new way is provided.

　　Gao Bichun, curator of Chongqing Museum of Natural History, said that the cultural creation of the museum should aim at disseminating culture through cultural creation, which not only attracts the public's attention to the museum, but also realizes the cultural radiation of the museum.

In recent years, the museum has developed more than ten kinds of cultural and creative products every year. In 2021, the crystal carvings of the twelve zodiac signs, and in 2022, cultural and creative products such as dinosaur masks have received rave reviews.

　　In Chongqing, cultural and creative products have become a bridge between museums and audiences. More than a dozen cultural and cultural institutions in Chongqing, including the Three Gorges Museum, jointly established the Three Gorges Cultural and Creative Industry Alliance to strengthen cooperation in cultural and museum creative research and development, resource sharing, etc., and achieved a lot. The results, including the "Fengqing on the River" series of the Yunyang Museum, the "Shige Tiantuan" series of the Kuizhou Museum, and the "Liangyu·Liangyu" series of the Zhongzhou Museum, have been widely acclaimed.

　　"The injection of digital technology has also opened up new display space and created new forms of expression for the cultural and creative industry, and gradually transformed the development of traditional culture into a cultural and innovative economic industry." Xiao Ru, Tencent brand manager who has been engaged in cultural and creative work for a long time In Dan's view, digital products such as the 3D printed mascot of the Forbidden City, the Dunhuang animation drama launched by the Dunhuang Research Institute, and the "Dunhuang Poetry Scarf" applet are very popular. new form.

　　"Nowadays, the cultural needs of museums have been upgraded in an all-round way, and are gradually developing towards virtualization, youthfulness, and fashion." Professor Mo Yuanming from Chongqing Technology and Business University said that museum-related comprehensive scene creation and fashion lifestyle advocacy have become new hot demands. "Punching in" museums to build a "museum social circle" has become a fashion for the new generation of cultural consumption.

(Worker's Daily)