At noon yesterday, the national treasure "Changxin Palace Lamp" collected by the Hebei Museum was transformed into a digital collection, which was launched on the Alipay ant chain, and the limited number of 10,000 pieces was "killed in seconds". On December 16, the Henan Museum launched the hospital's first digital collection, "Women's Good Owl Zun", with a limited edition of 10,000 pieces, which was also sold out.
In recent years, museums across the country have launched their own unique cultural and creative products, including many "out of the circle" that integrate the image of cultural relics and historical knowledge. Nowadays, the pace of cultural and creative development of museums has moved towards the field of big data, trying to enter the youth group. Yesterday afternoon, the launching ceremony of the excellent case collection activity of "Using Mathematics to Empower Wisdom to Promote the Creative Transformation and Innovative Development of Chinese Culture" sponsored by Guangming Network was linked in Beijing and Shanghai, and a number of professionals from the field of culture and literature discussed the future of digital new cultural creation.
Digital national treasures come alive
At 12:00 noon, Liu Tong, a cultural enthusiast, "pinched the seconds" online, grabbed the digital collection of the national treasure "Changxin Palace Lamp" in the Hebei Museum, and put it into his Alipay ant chain. Open the page, this golden palace lantern image national treasure hanging on the mobile phone screen, can be viewed from different angles.
The Digital Collection of the Hebei Museum sold out immediately after it was launched
Liu Tong has participated in the snapping up of digital collections of three cultural relics and feels "getting harder and harder". In his view, these cultural relics are put into the mobile phone, not only can be called out at any time, can be "no dead angle" to watch, but also can zoom in on the details of viewing, which is an advantage that daily entry into the museum or looking through the album does not have. With the rise of digital collections in the world, digital collections of cultural relics have become a new target for many collectors.
How popular is the digital collection of artifacts? Before the launch of the "Changxin Palace Lamp" digital collection, some collectors have introduced and "graded" the history of cultural relics, collection styles, and digital open companies on platforms such as Xiaohongshu.
"Digitalization allows the 'first light in China' to shine into people's lives." At this afternoon's seminar, Zhao Zhiliang, vice president of the Hebei Museum, saw the enthusiasm of young people for traditional culture through the popularity of the digital collection of "Changxin Palace Lamp": "Young people are the main users of digital products. It is hoped that by digitizing the collection, more young people will be attracted to the museum. ”
In recent years, digital attempts at museums across the country have been ongoing. Previously, the Shanghai Museum launched a mobile phone game in conjunction with the "Baoli Wind Objects: BlackStone Shipwreck Out of the Water Treasures Exhibition", players can "retrace" the route of the Blackstone merchant ship of the year, and after breaking through the customs, they can get a "cultural relic" with cultural relics information.
"Digital collections" can only be hidden in mobile phones?
However, Liu Tong admitted that the digital collection of the Hubei Provincial Museum that was grabbed at the end of October this year, "Yue Wang Gou Jian Sword", has not been taken out for more than a month to see, "fresh and energetic". Many cultural enthusiasts also admit that most of the current digital collections of cultural relics only have cultural relics images, unique numbers and names, and lack continuous "social value": "After hard work, you can only send a circle of friends once." ”
Compared with the digital artworks that have been hyped up overseas, the digital collection of cultural relics has consciously avoided price speculation from the time of sale. These digital collections are released with additional rules, such as not being circulating within six months, only allowing gifts and not trading. But in the eyes of some consumers, the market value of digital collections can be moderately developed: "The reason why any kind of collectible is hot is that market factors play a role." From stamps to player cards, the more people who pay attention, the more people will lead people to understand the story behind it. Such a way has certain benefits for the dissemination of traditional culture. ”
Mobile games developed by the Shanghai Museum in conjunction with the exhibition
Mr. Hu, a citizen who likes to visit museums and also likes to play games, believes that the "game skin" method can provide some inspiration for the future development of cultural relics digital collections: "Game skins have a use environment, have certain practical value and social value in games, and need to continue to show value after the digitization of cultural relics." ”
Previously, some museums have developed "famous paintings" suitable for games based on their own collections of works, and they can also bring these paintings into the game. Some consumers of digital collections expect: "In addition to digitizing cultural relics, you can also consider more ways to play." ”
"Deeply binding" creativity and connotation
How much attention can a good idea bring?
Shi Ziqiang, member of the party committee of the Henan Museum and chairman of the trade union, introduced the data behind the archaeological blind box of "net red products": in 2019, the sales of cultural and creative products of the Henan Museum were only more than 1 million yuan; in 2020, despite the impact of the epidemic, the sales of cultural and creative products reached more than 8 million yuan; this year has exceeded 40 million yuan. Among them, the "archaeological blind box" that became popular at the end of 2020 is indispensable: in 2021 alone, the archaeological blind box will bring sales of 30 million yuan.
Shi Ziqiang shared the cultural creation of Henan Museum
Why is the archaeological blind box that was originally thought to be "fire but not the Spring Festival of 2021" so popular? "Each time there are 1200-1500 online, it is basically a second kill." We are not engaged in hunger marketing, but production capacity is just this point. Even so, it takes half a month to pack and ship. Shi Ziqiang said that after the archaeological blind box became popular, they deliberately consulted with the manufacturer and decided to "not blindly expand the output to ensure quality."
In addition to the high quality, many consumers believe that the greatest value of the "archaeological blind box" is to let ordinary people experience the fun of archaeology and learn archaeological knowledge in "play". "From cultural and creative products to digital collections, although there are two-dimensional codes for people to understand the story behind them, few people have specially scanned to see it, and the products and stories are separated." In the eyes of many people, the "out of the circle" of the archaeological blind box is the "deep binding" of creativity and connotation.
Liu Tong consulted the information and learned that the "Changxin Palace Lamp" has a quite environmental protection concept, the body of the lantern palace girl is hollow, and the smoke and dust of the flame burning is removed from the lamp into the body of the palace girl, which can reduce pollution. "Why can't such an interesting process be reflected in the digital collection?" In his view, it is completely possible to add a "lighting" function to the digital collection and understand the story behind it: "When cultural relics are combined with life, we will truly understand the tradition and reflect reality." ”
Shi Ziqiang quoted Xinhua net as saying that when everyone is no longer excited about the "archeological blind box" out of the circle, cultural creativity will become a daily part of people's lives, and insert wings for the cultural dissemination of the Chinese nation.