How did the Forbidden City become an online celebrity?

Royal land in the vestibule and backyard is rare. By 2020, the Forbidden City will celebrate its 600th birthday. Today's "world miracle" has long been transformed into a veritable "network celebrity", and it is said that it will be popular for 600 years.

Opening a brain hole in traditional culture, selling the surrounding areas, selling imperial meals and doing H5, what the Forbidden City does appears in front of our eyes more and more frequently.

Gorgeous makeup, playful action expressions, and several big moves are unbearable. After all, it is a palace, and it is worthless to sell it. Facing the dazzling array of products around the Forbidden City, young people seem to be more emboldened when they pick their hands. Folding fans, luggage tags and gummed paper, the cultural and creative products of the Forbidden City, are so pleasing that I simply want to buy them all home.

Just this year, the Forbidden City opened a new food flagship store named "My Heart" on Tmall, selling brown sugar, ginger tea, instant chestnuts and some court cakes. "My makeup leans on the railing, and drinking ginger and lowering my eyebrows is king." With touching ancient poems as the lining, a cup of ginger tea that can be "always warm" suddenly becomes more poetic.

A sip of chestnut also describes that "the distance from the golden age to the old palace is a hundred years", which is more worthy of the title of "my heart".

Open your mind to traditional culture and have to obey the Forbidden City. But it is not enough to let the Forbidden City enter people's hearts. Last year's H5 of "Coming to see you through the Forbidden City", the Forbidden City invited the emperor to sing and dance, the concubine sold cute selfies, and the maid-in-waiting picked up VR, each of which was her own vivid "drama essence". This also made it popular in the circle of friends. Everyone picked up their mobile phones and praised them, spreading the Forbidden City, willing to step down from the altar and be closer to life.

"Younger" has become the key word of the Forbidden City. The Forbidden City, which is so majestic and admirable, is getting younger and younger. As early as 20 10, the Forbidden City has launched peripheral products, but it was not welcomed by people until the last two years. Nowadays, the peripheral products on Taobao in the Forbidden City have been selling well. The tapes, embroidery bags and derivatives of "A Thousand Miles of Rivers and Mountains" were once sold out of stock, and the store had to replenish them to respond to the voices of fans.

The periphery of the museum has always been regarded as an expensive and uncreative souvenir, but the peripheral product shops set up in the museum are often extremely unpopular, and they can't get rid of the situation that more people come to see and fewer people buy. It sells well around the Forbidden City and is very valuable. This is not unreasonable. Take the "tape" of the Forbidden City as an example. As one of Wenchuang products, the price of adhesive tape is not expensive, but Taobao in the Forbidden City makes the products more outstanding. Ryukyu Palace cloth bronzing belt and rainbow laser gold belt reflect rainbow luster. Behind the nobility and elegance, with some historical allusions, many young people took out their wallets and bought them home.

Taobao in the Forbidden City once demonstrated how to use these tapes, but clever netizens have used them flexibly on various items and decorated many things. Dress YSL in colorful clothes, put fresh packaging on Zumalong perfume, and dress these items beautifully. The gummed paper of the Forbidden City Taobao is the icing on the cake, even higher than the appearance of the limited edition of China made by these brands.

Being around the unpopular IP products, the Forbidden City naturally gained many young fans. The products produced by the Forbidden City are definitely fine products, but the products around "Mengmengda" only account for 5% of the total products of the Forbidden City. In recent years, the Forbidden City has done many things. A series of apps produced by the Palace Museum tell all aspects of the museum. Every detail shows the strength of the Forbidden City, whether it is the Yin Zhen Meitu and the Daily Forbidden City released earlier, or the online high-definition picture of Han Xizai's banquet.

For example, the Daily Forbidden City has a large collection of high-definition pictures in the App, in which you can not only view more relevant background knowledge, but also generate attractive daily stamps. Before and after writing a composition, the brush strokes will also change from clean to ink. There are design intentions everywhere.

Han Xizai's Night Banquet is the work of Gu, a painter in the Southern Tang Dynasty. It depicts the scene of the official Han Xizai's family banquet singing and dancing. In the App, this picture is not divided into small pictures, but presents a complete long scroll, which is divided into three modes: overview layer, appreciation layer and close-up viewing. In the process of watching, you can click explain, and a dotted line will appear in the picture to circle the content explained by the schematic diagram. Clicking on the characters in the picture will also lead to the introduction of the characters, with real-life dynamics and soundtrack, which is lifelike.

The official introduction of "Yin Zhen Beauty Map" in App Store is "A glimpse of the gorgeous and elegant court life in the prosperous times of Qing Dynasty from twelve screen portraits of beautiful women". Revitalizing traditional culture is what the Forbidden City has been doing, and these apps are the fine products it produces while spreading culture. "Yin Zhen Beauty Map" was also selected as the featured application of App Store 20 13. People who have experienced this series of apps often lament that they are deeply impressed by the exquisiteness of the content. The daily technical coordinator of the Forbidden City and Yin Zhen Meitu, Bear, once revealed such a detail:

When the team made the "Beautiful Map of Yin Zhen", the technical side first developed a simple program, which can adjust parameters, such as gravity, rotational speed and wind speed, and the demonstrator will display the effect of fallen leaves in real time. The designer uses this internal program to adjust the parameters to the most appropriate state, and then feeds back to the programmer. The program is based on this set of parameters, which not only ensures the effect, but also ensures the efficiency. There are many examples like this in the Forbidden City series of apps, and it is this "further step" that makes the final effect more satisfactory. In the development of these apps, the efforts of the Forbidden City have not been in vain, and the good reputation of "the Forbidden City produces must-have products" comes from this.

Some people lined up for three hours just to see the Northern Song Dynasty famous painting "A Thousand Miles of Rivers and Mountains" in the Forbidden City. Want to line up to see the treasures of famous paintings? Pay attention to WeChat official account Ai Faner (ID: ifanr) and reply to the background of the Forbidden City, so that you can visit the Forbidden City anytime and anywhere with 5 apps. "Reviving" Traditional Culture Dan Jixiang, the "gatekeeper" of the Palace Museum, said:

1420, Emperor Yongle built the Forbidden City. By 2020, it will be 600 years. By then, we hope to hand over a magnificent Forbidden City to the next 600 years.

After 600 years of wind and rain, I want to pass on the characteristics of online celebrities and fight for another 600 years.

In the past two years, in addition to constantly impressing young people with imagination, the Forbidden City has also undergone many changes, such as lighting up the main hall, letting people see the true colors of cultural relics, establishing the world's first "cultural relics hospital" to restore precious collections, and moving tickets to online sales ... Today, the Palace Museum has become a new body of the Forbidden City, which carries classic traditional culture and is also mixed with elements of the new century. The "revival" of the traditional culture of the Forbidden City should start with young people. Micro-index data shows that the annual sales of the Forbidden City Taobao exceeded 65.438+0 billion yuan, and in 2065.438+06, it had 965.438+070 kinds of cultural and creative products. Buyers are mostly young people, with the highest proportion of people aged 25-34, followed by 19-24, which has great potential. Last year, the documentary "I am repairing cultural relics in the Forbidden City" touched many young people. This little-known profession has made more people understand the difficulty and preciousness behind the cultural relics of the Palace Museum. The craftsman spirit of "choose one, end your life" once again left a mark on the hearts of young people.

The appeal of traditional culture is exerting a subtle influence under the spread of the Palace Museum. Just as the Millennium cultural relics are reborn in the hands of craftsmen, the traditional culture shining with the crystallization of human wisdom is also "resurrected" under the impetus of the Forbidden City, a network celebrity, and moves towards a brighter future.