Is the spring of Chinese cultural creativity coming?
Recently, NetEase Cultural Creation launched the "Domestic Surging Goods" series of documentaries, and the third episode will focus on Li Yapeng, who has withdrawn from the circle, and his cultural and creative industry that has been intoxicated for 8 years.
On the first day of the Tmall Double Eleven sale this year, the museum's cultural and creative products ushered in an outbreak, and sales increased by more than 400% year-on-year. Eight years ago, when Li Yapeng founded Yilian Cultural Creation, the concept of "cultural creation" was not even introduced in China, and the market did not form a cognition of cultural and creative consumption.
The twist in the story takes place in 2016.
The paper tape created by the National Palace Museum in Taipei became a hit, igniting the spark of innovation in the museum's cultural and creative industry. In 2016, Yilian Cultural Creation and Forbidden City Culture jointly operated the Forbidden City Tmall flagship store, and products such as the Forbidden City lipstick and the Forbidden City calendar quickly came out of the circle. Subsequently, Yilian Cultural Creation has reached cooperation with well-known IP at home and abroad such as the British Museum, the French Museum, the Summer Palace, the Shangmei Film, and the Badaling Great Wall.
The development process of Yilian Cultural Creation is also one of the epitomes of the rapid rise of the national tide cultural and creative industry in the past five years.
2016 is regarded as the first year of museum culture and creativity, and 2019 is the first year of the national tide in the new consumption field. The two timelines are intertwined, and the consumption boom of national tide cultural creation comes into being.
Under the new consumer trend of rejuvenation, personalization, experientialization and differentiation, cultural and creative products are also constantly innovating. More and more popular Guochaowen innovative species are catering to new consumption trends and demand hotspots, bursting out of huge market potential:
Face value economy
Do you remember the Forbidden City lipstick that exploded in 2018?
Under the blessing of top IP, vermilion, bright yellow, palace blue, etc. have become the background color of lipstick shell, and the patterns of cranes, peonies, daffodils and other patterns are dotted among them, and this high-value cross-border fusion product has not accidentally attracted everyone's attention.
Image source: Runbaiyan official Weibo
Today's "beauty economy" in a broad sense not only represents the beauty, clothing, medical beauty and other industries developed around personal image, but gradually derives a new definition, which means that the young consumer group dominated by Generation Z is more willing to pay for high-value good things.
Therefore, not only the Forbidden City lipstick "can play the value", in recent years, the popular cultural and creative products, whether it is IP + stationery, jewelry, aromatherapy, or bags, tableware, ornaments, etc., and even this year's popular "everything can be cultural and creative ice cream", are through the exquisite and interesting "face value competitiveness", attracting more and more young consumers to be moved.
Experience the economy
The experience economy is considered to be the fourth type of economy after the agricultural economy, the industrial economy and the service economy, and it emphasizes the customer's emotional satisfaction and attaches importance to the psychological experience of the customer when the consumption behavior occurs.
If "face value" is a face of cultural creation, then "experience" is the inside of this product. In 2020, the Henan Museum is relying on the archaeological blind box of immersive experience to become one of the "new Internet celebrities" in the museum industry.
Image source: Henan Museum Taobao official flagship store
In fact, the current marketing method of blind boxes in the cultural and creative market is common. But compared to the simple doll ornaments, the archaeological blind box captures the core logic of the blind box, that is, the unknown, the exploration and the sense of surprise. This also makes the museum IP truly a touchable, participatory history.
Since the Henan Museum's "Lost Treasures" series of archaeological blind boxes, more and more experiential cultural creations such as the bronze squad series blind boxes of the Shaanxi History Museum and the archaeological blind boxes of the Sanxingdui Museum have come out one after another.
Digital economy
In addition to offline physical cultural and creative products, concepts such as virtual reality and meta-universe are bringing more imagination space to digital cultural and creative products.
On the 18th of this month, Chengdu Jinsha Site Museum launched its first digital cultural and creative products, which were sold out in only 50 seconds, achieving sales of 396,000 yuan. According to the data, blockchain technology gives each virtual cultural and creative product a unique identification code, making each product unique.
Going back further, the mobile game "Glory of the King" has been developed in cooperation with dunhuang research institutes and Chongqing Baiheliang Underwater Museum, and the exclusive short video system for tourists launched by TengwangGe, which represents the integration and exploration of cultural and creative products of Wenbo IP and digital cultural and creative products.
The limited skin developed by the mobile game "Glory of kings" in cooperation with dunhuang research institutes
Image source: Weibo
Is the spring of Chinese cultural creativity coming? I think the answer is yes.
Today's cultural and creative market is no longer a simple patchwork of tourism souvenirs, but a new blue ocean of cultural and tourism consumption that integrates high value, new marketing, new experience, new technology and new forms of cultural tourism consumption. The national tide cultural and creative industry is ushering in an era of innovation with a hundred flowers, and we look forward to the arrival of more new products.