Cultural creativity of the Forbidden City

Remember Yongzheng, who is cuter than scissors?

In 20 14, a tweet "Yongzheng: Feeling Meng Meng Da", which was read as much as 1000000, set off a serious and boring creative market of museum culture and a creative wave of selling Meng Meng.

The sales revenue of the Forbidden City Wenchuang in 20 17 years has exceeded1500 million yuan, while the total revenue of domestic museums in that year was only 3.52 billion yuan. Wenchuang, who just turned 4, occupies half of the country.

What motivates the Palace Museum to change its conservative design style and take the "selling cute" route? The "culprit" is a roll of paper from the National Palace Museum in Taipei.

In 20 13, this paper tape printed with Kang's "I Know" of the Palace Museum spread across the Taiwan Strait, becoming the first explosion in the creative circle of China Museum.

Later, after in-depth investigation, the Palace Museum decided to let go of its hands and feet and make great innovations. Soon, a cultural and creative product design competition called "Bringing the Forbidden City Culture Home" kicked off, collecting ideas for the general public for the first time, and a stone stirred up a thousand waves.

From then on, the Palace Museum rode on the road of "Meng Xi", leaving many younger brothers in China, which became an insurmountable goal. By 20 18, the Forbidden City has developed 27 series of cultural and creative products, with12,000 varieties, and it is still the top spot in the domestic cultural and creative field.

So, what is the key to the success of the Forbidden City Cultural Creation? For travel companies that want to explore the road of cultural and creative products, what can they learn for their own use? Let's find out.

An analysis of the successful factors in the cultural creation of the Forbidden City

I. Abundant resources

As the saying goes, a clever woman can't cook without rice. The "meter" of the Forbidden City is known as the "five permanent members of Northeast China" in the field of cultural relics.

Second, a strong brand.

In 2002, before the opening of domestic cultural and creative industries, the Forbidden City attracted about 7 million tourists every year because of its world-famous reputation. By 20 18, the annual number of visitors has reached170,000, with an average of 46,600 people per day, ranking first among museums in the world. Such a strong brand appeal has also laid a good foundation for the marketing of the Forbidden City Wenchuang.

Third, the scientific process

No matter how good a hand is, if the player is not skilled, he may still lose.

The resources and brands of the Forbidden City have always been there, but before the transformation of Wenchuang, the correct way to open it has not been found. The key to the success of the Palace Museum is to form a scientific and smooth product development process.

Planning: Integrating Culture into Life

Let the century-old Forbidden City culture be integrated into modern people's lives and let ordinary consumers feel the traditional culture. This is the core design concept of the Forbidden City Wenchuang and the starting point of all product planning.

In the early days of the industry, the embryonic form of cultural and creative products was called "cultural products", which were basically miniature handicrafts made of various materials in equal proportion around the collection itself.

Since the element of "creativity" has been added, there is a lot of room for imagination, but it is still necessary to integrate into life along a main line, not Chun Xue.

When the flagship store of Wenchuang Tmall in the Forbidden City opened, there were eight themes to be displayed. Creative life, forbidden clothing, collection selection, notes of the Forbidden City, home furnishings, to beno. 1, Dragon and Phoenix in the Palace, China Festival of the Forbidden City, etc. These themes classify more than 500 exquisite products in the whole store in a style that conforms to the tonality of the Forbidden City. Translated into vernacular, it means daily necessities, clothing accessories, high-grade official gifts, notebooks, decorative ornaments, office stationery, gifts and festive supplies. It can be seen that most categories are full of fireworks.

Look at the product price distribution: 100 yuan or less 179, 300 yuan or less 100, 300-500 yuan or less 179, and 500 yuan or more 77. More than 70% of the products are sold in 300 yuan, which is very close to the people.

Let's take a look at the products with the highest sales volume.

Top 1: Richie Hongfu Handrope Price: 59 yuan Total Sales: 70,000.

Top2: Bookmark to iso Danqing Price: 68 yuan Total Sales: 60,000.

Top3: Bookmark Set for Riverside Scene at Qingming Festival Price: 9

It can be seen that the prices of popular varieties are concentrated below 100 yuan, and the styles are mostly daily necessities such as trinkets, stationery and bags, which also reflects the consumption characteristics of cultural and creative industries.

In the cultural and creative history of the Forbidden City, there have been several such explosions:

First: the luggage labels are "business trip" and "if I come in person"

Second place: "I am such a man" folding fan

Third place: Dai Hualing official hat umbrella

The birth of these explosive products is inseparable from the successful planning in the early stage. It can be divided into the following steps: look at the information (refer to the sales data and market feedback of previous products), find the audience (who do you want to sell the product to), choose the theme (which series is suitable for this product), and determine the category (make the product into stationery or lamps).

If the product sells well, it will follow suit and pursue success; If you fail, sum up the experience and lessons, and hang warning signs where you fall.

Of course, your own thinking always has boundaries. Holding various design competitions can collect endless ideas from the whole society, such as the aforementioned cultural and creative design competition with the theme of "bringing home the Forbidden City culture" and the cultural and creative crowdfunding competition of "Forbidden City Do 1".

Design: See the real shot for details.

When entering the design stage, we must consider the specific problems of the product.

Practicality: what use value can be brought to users in daily life, rather than being reduced to pure decoration. For example, the "business trip" luggage tag hung on the suitcase during a business trip can be clearly distinguished from other ordinary tags.

Beauty: color matching, pattern selection and appearance modeling should conform to the tonality and principles of the Forbidden City, not only to the current fashion, but also to present the iconic visual characteristics of the Forbidden City.

Interesting: Whether the product can bring fun to users is a test of the sense of humor of designers. You can create effects through words, such as "I am ordered to travel" on the luggage tag and "I am such a person" on the folding fan. This can also be achieved by using products, such as Zhu Chao headphones.

Portable: considering the scene of on-site sales for tourists,

Wenchuang products are designed to be as portable as possible, and don't add too much burden to tourists' hands or backpacks. For example, Dai Hualing's official hat umbrella is small and light, and does not occupy both hands.

Safety: small products should also consider safety factors, such as whether the material contains harmful substances such as heavy metals, whether there is potential risk of injury to mechanical moving parts, and the selection of electrical materials should meet the flame retardant standards.

Packaging: Beautiful and unique packaging should not only ensure that the products can still reach the users intact after circulation, but also be integrated into the products themselves, which can be plain or artistic, and never pretend to be the owner.

Production: strictly control quality.

The Forbidden City Wenchuang is famous for its strict control over product quality. A product takes an average of 8 months from planning to listing, at least 4-5 times of proofing, repeatedly improving the process details and constantly optimizing the manufacturing process.

Because most consumers who buy the Forbidden City Wenchuang have higher requirements on cultural taste and aesthetics, if the quality of the products obtained is lower than expected, it will not only affect the brand image of the Forbidden City Wenchuang, but also lose this user forever.

Marketing: all-round and multi-channel

In the field of museums, the marketing methods of the Forbidden City can be described as leading the way. Various brands jointly signed, fried the dean into an online celebrity, made a documentary, and went to a variety show? Not inferior to any trend company.

Online and offline sales channels have also been opened. The "Wenchuang Experience Hall", which opened on 20 15, transformed the huge offline traffic of the Forbidden City into product sales; In 20 16, we signed a strategic cooperation agreement with Alibaba to open an official flagship store in Tmall, so that many cultural and creative enthusiasts can buy the Forbidden City without leaving home.

Just like a martial arts expert who got through the second pulse of Ren Du, the Forbidden City Wenchuang not only strengthened its brand image through all-round and multi-channel marketing, greatly expanded its popularity among the younger generation, but also allowed consumers to buy their favorite Wenchuang products in the most comfortable way. Good sales performance can positively inspire the R&D team to create more and better products and form a virtuous circle.

I'm not the Forbidden City, how can I "copy my homework"?

Looking around the world, most museums and tourist destinations do not have the rich resources and powerful brands like the Palace Museum. However, cultural and creative industries and tourism are naturally closely linked, and they can influence and transform each other. Therefore, even if the cards in your hand are not fried by Wang, you must find a way to get the class representative's homework copied by hand. Maybe if you copy it, you can do better.

First, tap your own resources.

Even though there are no resplendent brands and collections like the Forbidden City, there are still some local characteristics and unique resources. We should fully excavate, refine and make good use of it.

The superior resource of Suzhou Museum is the strong flavor of Jiangnan literati, so they launched a very creative product-"Vine seed planted by Mr. Wen Hengshan", which originated from the seed of a wisteria tree planted by one of the four great talents in Jiangnan, with a history of more than 500 years. Each product contains three seeds of ancient wisteria tree, with instructions on planting methods. This cultural and creative product, which is called "the most vital" and "through time and space", cannot be imitated by other museums.

Based on the local people's love for food, Guangdong Provincial Museum explored a way of food creation, and took the lead in launching Wenchuang Cake, intending to carry cultural food to the end.

Second, broaden your horizons.

In addition to "copying" the homework represented by the class, we have to go out and see how scholars in schools, the whole country and even foreign countries do their homework. Anyone who meets their own conditions can "copy".

In addition to searching online on weekdays, another way to "copy homework" is to attend professional exhibitions. Not only can you understand the current situation of the industry and gain insight into the trend with high time efficiency, but you can only feel the judgment of product quality if you really play offline.

The upcoming exhibitions in China are arranged as follows, and overseas exhibitions will not be considered in the near future:

1 16 Canton Fair stationery exhibition (August 8, 2023-10, Nanjing International Exhibition Center)

The14th China (Chengdu) Gifts and Household Articles Exhibition and 2022 Wenchuang Tourism Commodities Exhibition (September 6-8, 2023, Chengdu Century City New International Convention and Exhibition Center).

China (Hangzhou) Cultural and Creative Exhibition and E-commerce Appraisal Meeting (June 65438+1October 14- 16 Hangzhou International Expo Center).

The 2nd1Shanghai International Gifts and Household Products Exhibition and Shanghai Guochao Wenchuang Products Exhibition (June 5438+February 1-3, Shanghai New International Expo Center).

Third, with the help of others.

Another advantage of attending the exhibition is the opportunity to communicate with suppliers face to face. Because they know more about the technical points and industry trends in product manufacturing, they can provide professional opinions and suggestions on the design of Wenchuang products.

For example, if you want to make an ink, landscape and cultural bathrobe with your own hot spring scenic spot, then the bathrobe manufacturer (or a company with experience in bathrobe cultural and creative products) will tell you that if you want exquisite patterns, you must use thermal transfer printing; With thermal transfer printing, you can't choose cotton materials; If you switch to bamboo fiber with better feel, the price will be more expensive?

On the other hand, prize-winning creative collection or design competition can be carried out for design colleges or the public, and products can be further made from excellent works.

Fourth, follow the process

Good methods and processes are an important guarantee for continuous production of good works. The product development process of the Forbidden City Wenchuang mentioned above is worth learning by all followers. The Forbidden City has a team of more than 150 people, who are responsible for the whole process from planning to marketing, but even if you have only five people, even 1 person, you should follow the standardized process and develop good habits.

Five, imitate marketing methods

For cross-border joint cooperation, the key is to choose partners whose brand awareness basically matches, and the cross-border form should be well designed and not too blunt, otherwise it will be counterproductive.

Sixth, a little innovation.

Poor students who often copy other people's homework, once they find their own learning methods, will either attack and become schoolmasters, or? Stop copying your homework.

1. Tell a story. You can extract the story theme from your own tourism resources, invite storytellers or professional story creation agencies to tailor an interesting or suspenseful wonderful story for yourself, and add story connotation to your own cultural and creative products. If you have the resources, you can also make an online short film or create a script, which will definitely be more conducive to product sales than superficial introduction.

2. Go to technology. From the perspective of the whole cultural and creative market, there are not many cases that are combined with electronic or smart products, but they are the main consumer goods categories of young people. From Xiaomi Youpin Online Mall, we can see that products such as 99 yuan's smart Rubik's Cube and 179 yuan's audio story projector have the potential to be developed into cool cultural and creative products (calligraphy and painting are printed on the six sides of the Rubik's Cube, or cultural stories are made into audio story slides).

3. play games. Every year, new puzzle games come on the market, so you can choose a suitable style and integrate it into the cultural content. For example, 199 yuan's intelligent military chess pieces are made into various terracotta warriors and horses, or the popular card board game patterns in 20 yuan are replaced with cartoon patterns of Sanxingdui cultural relics.

Time to do it!

In this era when creativity is king and content is paramount, if the tourism cultural resources at hand are refined and processed into high-quality content, and then practical, interesting and culturally creative products are developed through novel ideas combined with products with specific functional forms, they will certainly become explosive products catering to the upgrading of national consumption!

Seeing this, do you want to act immediately? If you really have a good idea, it's time to do it!

Related questions and answers: What is the significance of the era that "the heart of man is only in danger, and the heart of Tao is only subtle, but refined and contained in the middle"? Thank you for your invitation.

"What is the significance of the era that the so-called' people's hearts are only in danger, the Tao's heart is only tiny, but it's exquisite, leaving it stunned'?"

Let's talk about it from two angles-the source and meaning of this sentence; And the significance of this sentence in the times.

First, the origin and significance of this language.

1, say the source first.

"The human heart is only in danger, the Tao heart is only tiny, the essence is unique, and it is out of control." Perhaps many people know that this language comes from Shangshu Dayu Mo, but perhaps many people don't know that this Dayu Mo is a forged article, and Shangshu, which contains this article, is also forged and is called "the pseudo-Confucius ancient prose Shangshu".

In the early years of the Western Han Dynasty, Dr. Qin dictated 28 chapters of Shangshu, which were recorded by his disciples. This is Jinwen Shangshu. Later, it is said that a woman found an ancient prose called Taishi, and Emperor Wu of the Han Dynasty ordered it to be included in Shangshu, so Jinwen Shangshu became twenty-nine.

Also in the Western Han Dynasty, the "Classics" copied from the pre-Qin ancient prose and the Chinese ancient books presented by Hejian and the people were found in the wall of Confucius' home, and the ancient history books of China were synthesized. Apart from the articles that should be classified as Yi Zhou Shu and Li Sao, there are also 29 articles.

During the Western Jin Dynasty, Yongjia Rebellion occurred, and a large number of ancient books were destroyed. Since then, Huang in the Eastern Jin Dynasty has compiled an ancient history which is said to have been handed down from Kong Anguo.

In addition to the original 29 essays in the History of Ancient Essays, this history of ancient essays also contains 25 pseudo-ancient essays, the first of which is Great Mo Yu, which contains the language of this topic.

Whether the contents in The Great Mo Yu were written by Mei Re or not, we have no way to verify, but there is no doubt that they were all forged by Confucian scholars in the Jin Dynasty.

2. Say the meaning.

Greater Mo Yu can be roughly divided into three sections.

In the first paragraph, Shun Di called a meeting between Dayu and Boyi to discuss political affairs.

In the second paragraph, it is said that after investigation, Shundi intends to give up the throne to Dayu, but he refuses in every way, but Shundi will not change his life.

In the third paragraph, after Dayu succeeded to the throne, he was instructed by Shun Emperor to subdue the Miao people who did not obey the emperor's orders.

"The human heart is only in danger, the Tao heart is only in micro, and the essence is unique, which must be in the middle of the second paragraph of Da Mo Yu". The original text is-

"The emperor said,' Come, Yu! Sedimentation is given, it is successful, but you are virtuous; Be thrifty in the country, frugal at home, not complacent, and virtuous. If you are not proud, the world will not compete with you for energy; If you don't cut, the world won't compete with you. Giving is a virtue, giving is a virtue. After a few days in your bow, I finally chased Yuan. People's hearts are only in danger, and their hearts are only weak, but they are unique and tolerant. Don't listen to nonsense, ask for advice. Cute or not handsome? Awesome nonhuman? What to wear after non-yuan? After the non-public abandonment and protect the family. Qin zai! Caution is a position and it is desirable to respect it. The four seas are poor, and the roads are endless. I won't say anything more, but my words are good for prosperity. " "

Translated into vernacular is-

"Emperor Shun said,' Come, Yu! The flood punished us. You are sincere and successful in controlling water. Only you are kind. Can work hard for the country, can be frugal at home, not arrogant and impetuous, only you are virtuous. You don't think you have wisdom, and no one in the world can match your ability; Without merit, no one in the world can compete with you for merit. I praise your virtue and reward your great achievements. Fate falls on your head, and you should become a great king in the end. Everyone's heart is dangerous, but the heart of Tao is subtle and imperceptible. Only by sincerely keeping one can we maintain the middle way. Don't listen to boasting. Don't use it unless you plan it carefully. Such a lovely monarch, isn't it? Aren't they always the ones who make people afraid? What will the people support unless they are such a great monarch? If it is not for the people, who can the monarch rely on to defend the country for him? Be respectful! Be cautious about your position and do what the people want to do. The people of the four seas are poor, and the abundance will never end. Although it is not difficult to say, my mind has not changed. "

First, it is not difficult to understand that in the vernacular, "the human heart is only in danger, the Tao heart is only tiny, and it is absolutely exquisite, leaving it stunned", which is the bold part of the above article.

Secondly, it needs to be clear that the whole passage is Shun Di's entrustment to Dayu's accession to the throne, which is a closely related whole. The above sentence is part of the overall meaning.

Second, the "significance of the times" when this language was put forward.

1, big Mo Yu and this sentence are not forged out of thin air.

Since it is forged, is there anything "out of thin air"?

be

As a whole, The Great Mo Yu contains a lot of contents and related ideas, which are derived from Yaodian and Hao Tao Mo in the ancient history of China. I won't elaborate on this.

However, the phrase "the heart of man is only in danger, and the heart of Tao is only in micro, exquisite and left in a daze" is based on the Analects of Confucius.

"The Analects of Confucius. "Cloud-Yao Yue

"Yao said,' Consultation! Ershun! The number of days is at the bow. You can take it. The four seas are poor, and the days are endless. "

Shun also ordered Yu. "

That is to say, Emperor Yao once said to Shun, Well, Shun, God's will has fallen on you, so you should honestly keep the middle way. If the four seas are poor, the great position given to you by God will end forever. Shun also used this word to teach Dayu a lesson.

2, "Dayu Mo" this sentence, in the Eastern Jin Dynasty and beyond, has a very important "significance of the times".

Why did Mei Teng, or the Confucian scholar behind him, forge a History of Ancient Literature with Kong Anguo as the title?

First, Kong Anguo, a great scholar and grandson of Confucius, is very famous; Second, the society at that time, especially the Eastern Jin court, urgently needed such a classic that could unify the world's thoughts.

The latter point is the most important.

There are not only 25 forged articles in the pseudo-Confucius ancient history, but also forged biographies of Kong Anguo. Moreover, the original twenty-nine articles in Shangshu have also been modified or stuffed with forged contents.

Of course, later scholars agreed that the pseudo-Confucius Ancient History collected all the research results of Shangshu in the Han Dynasty and the Western Jin Dynasty, and the annotations were popular and direct.

However, what this pseudo-Confucius' History of Ancient Literature really needs to be solved is to provide a complete set of political philosophy theory for the rulers at that time. This theory should focus on solving two major problems-one is to guard against coding like Wang Mang, Cao Pi and Sima Family; The second is to clarify the thought and strategy of "Holy Way" of the feudal supreme ruler.

Therefore, once the pseudo-Confucius' Ancient Prose and History was dedicated to the imperial court, it was immediately attached great importance, and soon became a scholar, and later became the only orthodox basis for the imperial examination, which continued until the Qing Dynasty.

Third, the following is the key to this sentence.

25 pieces of ancient prose were forged by imitating Confucius' The History of Ancient Prose, among which Dayu Mo was the key.

The purpose of forging Da is to explain how Shun taught Yao to Yu. This article, combined with other forged articles, tells an important truth, that is, the Tao of Yao, Shun, Yu, Tang, Wen, Wu and Dao comes down in one continuous line, which is the "Holy Tao".

The big sentence, "The heart of man is only in danger, the heart of Tao is only in micro, and his talents are excellent." Later, it was regarded as "the sixteen characters of Yuting" by Confucianism and was highly praised as "the method of the three saints of Yao, Shun and Yu"

This has played an important supporting role in the later Confucian philosophy theory.

The "Daoism" in the Song Dynasty, that is, the sixteen words "human heart" and "Daoism heart" were deduced from this.

The sixteen words "Dahe", together with the articles written by Tai Jia, Zhong Zhongzhi, Gao Destiny, Lu A and Isothermal Solitary Shangshu, formed the theoretical basis of Confucianism for the next two thousand years.

Please forgive me for seeing someone discussing the actual meaning of these sixteen words from the general literal meaning. This is probably the opposite, or I hope it is meaningful.

It is difficult to verify where the exposition in The Analects of Confucius comes from. But the Analects of Confucius was written after the mid-Warring States period. At this time, Mohist views on Yao Shunyu's abdication have been formed. It is also very likely that Confucius accepted it completely when he edited The Analects of Confucius. The stones from other mountains can be used by me and have formed his own complete theory.

In a word, this sentence in this topic says that "the Holy Way" is king, and it is not necessary to apply it to everyone's daily life to discuss the present "significance of the times".