Modern Express News is still more than a month away from the Spring Festival, and the museum has begun to "launch new" New Year goods.
Nanjing Museum and Nanjing big-name stalls jointly launched the New Year gift box, the treasure of the town hall, the Western Han Golden Beast incarnated as a candle; Suzhou Wu Culture Museum and Fresh Supermarket jointly launched the "Fresh Museum Exhibition", allowing you to immerse yourself in the purchase and purchase of Wudi culture; the Palace Museum's Spring League of the Year of the Tiger, the Fuzi set "Fu Tube" online store has sold out more than 30,000 per month, and the first batch of the Year of the Tiger theme calendar jointly signed by the Nanbo Subo brothers has been sold out...
What kind of cultural and creative New Year goods will you load into the shopping cart? How can the internet celebrity museum cross-border joint name really go out of the circle?
Museums + Local Restaurants:
The treasure of the town hall for you to "keep the money"
The Golden Beast of the Western Han Dynasty incarnated to guard the "Golden Tiger of the Year", and the Qing Dynasty Suzhou Peach Blossom Woodcut New Year Painting "Golden Tiger" sent blessings... In the upcoming Year of the Tiger, nanjing museum and Nanjing big brand stalls under Nanjing Dahui Enterprise jointly launched the "Yinzhen Jiuzhou Fuhu Linmen" series of New Year gift boxes.
△ Nanjing Museum and Nanjing big brand file alliance new year gift box
The small golden beast on the top of the "Golden Tiger Shou Nian" gift box is the most eye-catching. Its prototype is one of the treasures of the Nanbo Town Pavilion, the Western Han Golden Beast. "This golden beast is scaled down in equal proportions, and it was chosen not only because the relics themselves are very precious, but also because it was unearthed on a bronze jar filled with gold, which has the good meaning of keeping money." Li Qin, a staff member of the Cultural and Creative Department of the Nanjing Museum, said that the small golden beast opened and inside was a candle. There is a tradition of "taking care of waste" in the New Year, and the new year should be lit to keep the new year candle.
△ The Western Han Golden Beast incarnated as a shou nian candle
On the gift box of "Tiger Tiger Yingchun", "Money Tiger" has the meaning of attracting wealth, which is based on the Suzhou Peach Blossom Woodcut New Year Painting in the late Qing Dynasty and early Ming Dynasty collected by the Nanjing Museum.
△ Extract the peach blossom woodcut New Year painting element design gift box
The appearance design of the gift box is also exquisite. The shape design of the "Golden Tiger Shou Nian" gift box is inspired by the Nanjing City Gate, and the box body is printed with the name of the "Inner Thirteen Outer Eighteen" city gate; the shape of "Tiger Tiger Yingchun" is a symbol of the people's home door, and the box body is printed with the names of the streets and alleys related to the tiger in Nanjing. "This represents a blessing to the country and to every little family." Li Qin said.
△ Inspired by the gift box of Nanjing City Gate
In the gift box, there are not only delicious New Year goods such as dried green fish, duck legs, sausages, osmanthus rice cakes, but also Spring Festival, New Year paintings, Lucky Characters, Red Packets, Door Notes, etc. There is both fireworks and humanity.
△ Extract the red envelope designed by the Peach Blossom Woodcut New Year Painting "Money Tiger"
Li Qin revealed that the current online pre-sale of gift boxes is still good, and many large customer orders have been received, and the peak sales period is expected to be in January 2022.
Museum + Fresh Supermarket:
Grocery shopping is also an immersive exhibition
Visiting the supermarket and encountering "cultural relics", buying rice and buying vegetables is like an immersive visit to the exhibition, what is it like? Suzhou Wu Culture Museum, together with Suzhou Hema and Alipay, held an immersive "fresh museum exhibition".
△ Fresh museum exhibition in the supermarket Courtesy of Wu Culture Museum
The Wu Culture Museum integrates the cultural relics and the history of Wudi with the daily consumption scenes of urban residents, produces Wudi customs labels, explains the cultural information of fresh products, displays cultural relics related to food culture, jointly develops cultural and creative foods, and uses AR and other technologies to link online and offline to "move" the museum into fresh shops and "implant" people's daily lives.
Mushrooms, chicken head rice, cress, sea bass, pork... These authentic and traditional ingredients are still common dishes on the dinner table of Suzhou people. The project team of Wu Culture Museum specializes in designing the labels of the wind objects to excavate and display the cultural information behind them. For example, the nutritional value of the "Eight Immortals of Water", the origin of the "Thoughts of the Perch", the domestication of wild boars, the acquisition of cooked food, the cultivation of grapes...
In fact, many of the historical relics displayed in the museum are related to the daily life of the ancients, such as the bronze guise, the waist-lined round bottom kettle, the silver spoon and so on. This time, in the dining area of the supermarket, the museum staff visually displayed the relevant cultural relics, so that consumers could understand the ancient eating utensils and eating methods in the process of eating. In the future, the Wu Culture Museum will also develop joint models of baking, pastry and other cultural and creative products.
Open the Alipay Mini Program to search for "Wu Culture Museum", scan through AR, and participate in interactive games such as "Fugitive Cultural Relics Hunt" and "Jiangnan Cultural Relics Boom".
"I hope that through this form, while displaying and inheriting Jiangnan culture, we will help the consumption upgrade of the cultural industry." The relevant staff of the Wu Culture Museum said.
Museums + Museums:
"Brothers" joint strength circle fans
Spring League, Fu Zi, Fortuna Painting, Door Note, Wall Calendar, Desk Calendar... These "atmosphere groups" that are indispensable for the New Year, many Internet celebrity museums have invariably chosen to "pack" into gift boxes.
The Palace Museum, the National Museum of China, the Dunhuang Research Institute, the Suzhou Museum, the Henan Museum, the Hunan Provincial Museum, the Xi'an Stele Museum and other Internet celebrity museums have all launched gift boxes containing "multi-piece sets" such as Spring League, Fuzi, and Red Packets, each with its own characteristics.
The Forbidden City's "cargo strength" is as strong as ever. As of December 15, only in the "Forbidden City Taobao" online store, the Lucky Tube, including the "New Year's Multi-Year Set" such as Spring League, Fuzi, Fortuna Painting, and Red Packet, has sold more than 30,000 pieces per month; the "Danqing Calendar", which includes many historical masterpieces such as "Thousands of Miles of Rivers and Mountains" and "Listening to Qintu", has sold more than 10,000 pieces a month.
At the entrance of the Nanbo Cultural and Creative Store, a small calendar for the Year of the Tiger, the location is not remarkable, but it attracts many people to look at it. It was jointly launched by the two major Internet celebrity IPs in Jiangsu - Nanjing Museum and Suzhou Museum "Brother". According to the staff, the first batch of 5,000 pieces of this wall calendar was sold out quickly, and 300 pieces were sold on the first day of the second batch of arrivals, and many enterprises also received large-scale purchase orders. This calendar for the Year of the Tiger selects the works of Wen Zhengming, Tang Yin and Weng Tonggong, all of whom are Jiangsu literati born in the Year of the Tiger. The 12 inner pages are wen zhengming and Tang Yin paintings, showing the talent and temperament of jiangnan talents in the Ming Dynasty; the cover inscriptions "Tiger" and "A Roaring Wind" are extracted from Weng Tonggong's calligraphy works, with deep penmanship, grandeur and grace.
△ The year of the tiger calendar jointly signed by NamboSubo
The Modern Express reporter noted that most of these popular cultural and creative Spring Festival and calendars are priced within 100 yuan, and the value is high and the price is not high. For example, the joint wall calendar of Nanbo and Subo is priced at 28 yuan.
Museum cross-border joint name, how to really break the circle?
Why do internet celebrity museums love cross-border joint branding to do cultural creation? Yang Jie, deputy dean of the School of Art and Design of Nanjing Forestry University, believes that on the one hand, it can promote the good transformation of their own exhibits and collection characteristics and integrate into the current life; on the other hand, they can let the public know and get close to the museum, so that more people can understand the excellent traditional Chinese culture.
"Using cultural creativity, let the public pay attention to the museum, and create a 'brand' of the museum." Yang Jie introduced that there are many ways to present cultural creation in museums, and joint names are a more popular way. Joint names can expand the horizon, in addition to joint names with businesses, but also include joint names with artists, social celebrities, fashion circles, long-established brands and other different fields, "through the way of joint names, it can attract the attention of different consumer groups." ”
For example, he said, many artists and fashion brands are now working together to create fashion brands. Similarly, museums should also integrate more with the current trend culture and young culture, and generate heat with the help of new media and self-media communication.
What kind of cultural and creative popularity is high? Yang Jie summed it up as: "Easy to use, fun and not expensive. He analyzed that the main consumer force of cultural creativity at present is the young consumer group. From the perspective of consumption analysis, the price will have a relatively large market share in the middle and low. In addition, it is novel and interesting, and it can also promote the sales of cultural creativity. "Therefore, we have to start from the market itself, and then return to how to develop and co-brand the product."
How to create a "blockbuster"? Yang Jie believes that the design and creation of joint cultural creation should reflect the differences, consider how to integrate with the current life, and be close to the needs of the public, not simply label, but "let the cultural creation integrate into life, enter life, decorate life, and beautify life." ”
Modern Express + reporter Hu Yumei Liu Jingyan trainee reporter Zhang Wenying/ Wen Wang Xi Qian Nianqiu / Photo