The second match is an important source of income for scenic spots, and cultural and creative derivatives are the highlight of it. In recent years, Lanyu Cultural Theme Development and Design Institute found that the museum frequently appears in the circle in terms of cultural creation, which not only greatly enhances the popularity and playability of the museum, but also greatly enhances the income of the museum.
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Yellow Crane Tower Cultural and Creative Ice Cream
On April 4, 2020, during the Qingming Festival holiday, after several months of repeated polishing and taste adjustment, the "Yellow Crane Tower Ice Cream" jointly created by between the taste and the Yellow Crane Tower Park was launched. On the day of sale, nearly 3,000 ice creams were snatched up, and many official media such as Yangtze River Daily, People's Daily, Guangming Network and other official media Weibo rushed to report, and within a few hours, the topic of #Yellow Crane Tower Ice Cream rushed into the fourth place on the Weibo hot search list, which received the attention of the people of the whole country. This is also a successful break in the circle of "cultural and creative ice cream".
This cultural and creative ice cream, the image is called "miniature version of the Yellow Crane Tower", with ice cream and the Yellow Crane Tower together to take pictures, there is a good look and taste of the very interesting and creative punch card way out, consumers responded warmly, and soon became a Yellow Crane Tower ice cream must buy a Yellow Crane Tower ice cream punch card project.
A good ice cream not only needs to have a high value, but also has a high food quality and guarantee, Zhao Dan is deeply aware of this. "Yellow Crane Tower ice cream is very exquisite, completely mini version of the Yellow Crane Tower, exactly the same as the Buddha", "Yellow Crane Tower ice cream, chocolate flavor is fragrant and smooth, yogurt yellow peach flavor milk flavor can also see yellow peach grains", this is everyone's general evaluation of Yellow Crane Tower ice cream. Although cultural and creative ice cream has strong cultural attributes and is more easily favored by consumers, after all, it is the food of the entrance, which not only needs to have a higher appearance, but also should have a quality worthy of the price.
At this point, this hot wind called "cultural and creative ice cream" gradually flourished and began to sweep across the country.
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This year's cultural and creative products are different
In recent years, the museum-led ice cream of the Ridge Beast Ice Cream of the Palace Museum, the Rap Figurine Ice Cream of the National Museum of China, the Cloud Pattern Rhinoceros Ice Cream, and the Spirit Beast Series Ice Cream of the Shaanxi Historical Museum have increasingly become a major trend for consumers to punch in the museum. The integration of museum elements and food culture, novel and creative shape, strong practicality, and seasonal fast sales are the main reasons for its popularity. This also makes the museum, which has always been serious and mysterious, easy to approach and energize. Ice cream with cultural background blessings has an interesting aesthetic that meets the needs of young people, which can not only understand the historical knowledge of cultural relics, but also make it possible to visit museums no longer just to look at the flowers and forget at a glance.
"Museum on the tip of the tongue" is a measure close to the public in the context of the integration of culture and tourism, which embodies the original mission of cultural relics units to better serve the public, and also meets the aesthetic needs of the current improvement of the quality of public life. These food and creative creations not only bring economic benefits, but also attract more people to enter the museum, understand the local history and culture, and perceive the charm of cultural relics.
"After doing so many years of cultural creation, I didn't expect that cultural and creative cuisine has aroused the enthusiasm of consumers most quickly." Bookmarks, postcards, and notebooks may be the old three cultural creations of the museum in the past, but now it is the cultural relics and food based on ice cream, biscuits, coffee, chocolate, etc. that have become the new highlights of the museum. Zhao Dan shared: "This is actually the best choice made under the understanding of the current market orientation and the consumption preferences of young people. Cultural relics 'cross-border' into food, ice cream, biscuits, chocolate are full of literary and artistic style, a casual pat, coupled with a few words about history and culture, close to the current mood of the copy, released to the social platform, it seems to have both taste and culture. This satisfies the needs of young consumers to be unique and present themselves. It is also the museum that bridges the dialogue with history for the 'younger generation'. ”
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Get the permission of the museum to tell the story behind the artifacts
Under the active promotion of policy support and social forces, the museum's cultural and creative products have gradually shown a new development trend, that is, cross-border cooperation in cultural and creative products through IP authorization. Cultural and creative ice cream combines cultural relics and food, skillfully integrates history and culture into the necessities of daily life, and then uses the Internet to integrate to enhance the publicity and sales of cultural and creative cuisine, empowering the museum to match the second match.
"Cooperation with museums is a win-win business, and telling the story behind cultural relics is our common pursuit with museums." Zhao Dan said when introducing cultural and creative ice cream: "The Eastern Han Dynasty drumming rap figurine ice cream of the National Expo can see almost all the details of the cultural relics. With his left arm wrapped around a flat drum and his right hand holding a mallet as if to beat a drum, he was smiling and looking relaxed and witty, recreating the image of Hai You rapping. "If the singing figurine ice cream is more about showing the exquisite shape, then the bronze ice cream of the Chinese Academy of History wants to convey to consumers the historical knowledge that 'gold is the primary color of ancient bronzes, and when it is unearthed, it is called bronze ware'." Therefore, when making ice cream, the taste of ice cream is set to 'yellow peach' representing the primary color gold and 'cantaloupe' flavor representing unearthed green."
Cultural relics ice cream should not only have high value, but also make consumers feel that it is worth the money, which is reflected in the taste and quality of ice cream. The taste can change according to the needs and preferences of consumers, but the taste quality should be kept within a high level, which is the guarantee for the longevity of cultural ice cream. Between the taste of the cultural relics ice cream, while ensuring the exquisite shape of the ice cream, the ice cream ingredient formula is also very elaborate, the unified use of high-quality milk source, according to the different taste formulas, chocolate flavor ice cream protein content of 3.6 grams / 100 grams, milk ice cream protein content between 3.2-3.8 grams / 100 grams. "Our heritage ice creams are clear-type ice creams, and the ingredients and tastes can be compared to the brand ice cream. After all, it is imported food, and consumers must feel safe and at ease."
Perceive the culture that has been passed down for thousands of years, and discover the subtle changes brought by cultural creativity to life. If cultural creativity wants to be brilliant, it is necessary to break the boundaries of time and space, have a collision between traditional culture and modern thought, and make cultural relics come alive. Between the taste and the museum's cooperation, the "Good Chance to Meet You" heritage chocolate is about to meet with everyone. The Tomb of The Lady Good Dragon unearthed from the Tomb of The Lady of the Yin Ruins in Anyang is the earliest bird-shaped wine statue found so far. It stands tall, heroic and has a unique charm. More experts say that this bronze owl is a good "spokesperson" for women, and it seems that the life of the legendary woman can be seen from its body. The taste of the owl is made into chocolate, and the heroic gesture of the cultural relics is reflected in the chocolate. "Through these cultural relics chocolates, we want to convey to the public the idea of 'how wonderful fate is, it is a good time to meet you'." Coincidentally, it is about the fate between you and me, and it is also a high-quality raw material for the chocolate itself. It is also hoped that there will be an emotional connection between consumers and museums and cultural relics. Maintaining the love and pursuit of life will taste a different sweetness, after all, life is lovely and cannot be replaced. This is also the brand philosophy between the tastes. Zhao Dan shared.
It's a piece of chocolate, and it's not just a piece of chocolate.
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The big IP is out of the circle quickly, how should the niche museum enter the ice cream bureau?
The Palace Museum, the National Museum of China, the Sanxingdui Site Museum and other well-known national first-class museums with traffic may easily be known to the public when launching cultural and creative products. However, for some small and medium-sized museums, if they want to create a hot cultural and creative product, it is a great cost consumption from production investment to listing publicity. In the case of cultural and creative ice cream, perhaps it is only the minimum order of ice cream, which makes some museums and scenic spots prohibitive. So, these museums and scenic spots can't have a cultural and creative ice cream with their own representatives? There are many scenic spots, in order to take advantage of the hot wind of cultural and creative ice cream, and hastily developed and quickly listed, from the creative display of ice cream to the presentation of taste and taste, can not achieve a better state.
There are also many scenic spots and museums, which are limited by the region and the minimum order of ice cream, and they want to do it but can't do it. In the face of such a situation, in fact, it is possible to combine multiple people in the same region to create a general fund, combine the cultural relics resources of the collection with the characteristics of regional culture, and express the same regional culture with diverse elements. This can both broaden sales channels and break down space constraints.
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Dig into thematic culture
To develop cultural and creative products, it is necessary to thoroughly study the history, culture and cultural relics of the museum itself, and at the same time to study the living habits and lifestyles of Chinese for thousands of years, and then combine the lifestyle and consumption needs of modern people to develop. Just like the Cultural Creation of the Forbidden City, it is developed with the theme of "Gongyuan, Dragon and Phoenix Chengxiang" and "Golden List Title", which combines cultural relics, science and technology and art to show people the culture of the imperial examination and the big wedding ceremony in an immersive and interactive way.
At the recently concluded "Nongyin (Year of the Tiger) New Year Zodiac Cultural Relics Picture Group Exhibition" curatorial seminar, the taste between them appeared at the seminar with the "Strongest Cultural Relics group on the surface", providing new ideas and solutions for the development of cultural and creative products in the Year of the Tiger in various museums.
The Zodiac is China's excellent traditional culture, especially in recent years, with the continuous enhancement of young people's national cultural self-confidence and sense of cultural identity, they have become more and more fond of their own zodiac signs and the culture behind them, and are willing to spend on it. According to the 2020 China Top Ten Consumer Trends Report, the zodiac signs rank third in the "national style design style of interest".
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The future prospect of the cultural and creative industry
In recent years, the popularity of many explosive cultural and creative products has confirmed the huge commercial value of the cultural and creative industry, more and more museums have entered the cultural and creative industry, in the case of many museums competing to influx, although the market supply is more abundant, but the homogenization problem is also more serious. As far as the museum cultural and creative products that have poured into the market are concerned, more are still in the stage of improving the appearance value, that is, the product design combines the cultural elements of the museum's collections to design. Although some of the cultural and creative products developed by some head museums have been recognized in the market, they still lack differentiated products that can resonate with the public's emotions, and future industry competition may shift from relying only on "aesthetic upgrades and freshness" to "emotional links and scene-based consumption".
The production of cultural and creative cuisine, while hitting the freshness of consumers, increases the consumption of scenes, and integrates the cultural relics collected by the museum into daily life, which is a successful innovation and attempt. How can we make future cultural and creative products not only reflect the aesthetic upgrade, but also make it easy for the public to perceive the cultural concepts behind cultural and creative products? On this question, Zhao Dan gave his answer.
First of all, in terms of design, cultural and creative products should be closer to the aesthetic philosophy of the East in the expression of design. The majesty of the Qin and Han Dynasties, the grace and magnificence of the Tang Dynasty, and the exquisite elegance of the Song Dynasty should adopt different design innovation methods according to the characteristics of different products and consumers.
Secondly, from the commercial level of marketing and communication, under the premise of following the market orientation, design differentiated products. Anchor different target users and position differentiated business paths. Since the development of the cultural and creative industry, it needs to be considered and evaluated from three dimensions: IP strength, product development, and sales.
From the Forbidden City Cultural Creation to the Archaeological Blind Box to the Cultural and Creative Ice Cream, the audience of Cultural and Creative Products of Cultural and Creative Products has begun to penetrate into a wider range of cultural users from the vertical segmentation of the population, but due to the difference in the cognition, demand and consumption behavior of the two types of users on IP and products, the development strategy will be correspondingly different. In general, the cultural and creative products of mass users are more concerned about the popularity of IP, channel coverage and marketing power, so they can focus on creating economies of scale advantages, improving the probability of explosions, and making full use of channels and marketing potential. And positioning subdivision of users' cultural and creative products, this type of users are more concerned about the connotation and tone conveyed by ip, product creativity and product quality control is the primary criterion for their consumption, for such groups, you can focus on the development of profit economic advantages, improve brand profit margins and premiums, continue to maintain user stickiness, expand the monetization model.
This article is adapted from China Culture Daily. Lanyu Cultural Theme Development and Design Institute believes that how to expand the influence of cultural and creative food and daily necessities after the detonation of scenic spots is a very worthy problem. In addition to these ice creams can be eaten in scenic spots, whether they can compete in the daily market like mass ice creams such as Qiaolez and become a national hit is a problem worth studying, because the huge popularity brought by the scenic spot will provide a strong endorsement for ice cream, and the brand is expected to achieve breakthrough development.