"Old antiques" should be digitalized to show youth.
【Global Travel News】On the eve of the 2022 Lunar New Year, the annual Alipay "Gathering Five Blessings" event has arrived as scheduled. This year's special thing is that the museum has also joined the camp of sending blessings, 24 museums (institutes) in Alipay's digital collection platform Whale Detective released 3D digital collections from the "Tiger Cultural Relics", "Zodiac Cultural Relics" and "Town Museum Treasures", of which 21 museums also brought their own "Tiger Cultural Relics" collection, boarding the Wufu Easter egg card and customized Fuka, users in the collection of Five Blessings, it is possible to turn to the Year of the Tiger blessing they sent, click on the card can also see the introduction related to the picture display of cultural relics.
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After collecting Wufu, the excess Fu card can also be exchanged for digital collections in the Alipay Wufu "Fuqi Store". It is understood that the digital collection of "tiger cultural relics" of Henan Museum, Nanjing Museum, Hunan Provincial Museum and so on have been launched on the Fuqi store.
In fact, this is not the first time that the museum has shown its digital appearance, the online archaeology of the Henan Museum, the digital experience exhibition of the Capital Museum, the cloud live broadcast of the Palace Museum, etc., and the museum has gradually played a new trick in the field of digitalization.
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Why are museums racing out of the circle?
Looking back at the history of the museum in recent years, the first to become popular is the Palace Museum. Since 2014, the Forbidden City's "朕知道" tape, and the subsequent 100,000+ articles "Yongzheng: Feel Cute and Cute" have successively come out of the circle, the Palace Museum has frequently moved in marketing, and its cultural and creative IP can be called the benchmark of domestic museums. In 2017, the Forbidden City, which "sold a cute" city, ushered in its 600-year-old, and its achievement of generating 1.5 billion yuan in cultural and creative sales once became a good story.
Shanghai Museum, Suzhou Museum, Shaanxi Museum, etc. have also tasted the sweetness, and even well-known overseas museums have entered the domestic cultural and creative market. With the rush of museums, the homogenization of cultural creation has become more and more prominent, such as the popular museum ice cream, which uses the same routine of directly copying the finished products of the collection or the elements in the museum.
Qiu Yang, head of its cultural creation and marketing department, once released four digital collections through Whale Exploration, concluded: "Before the museum's cultural and creative development was more inclined to physical products, and the content of Internet + was very small. However, the innovation of physical cultural and creative goods in the cultural and cultural industry is becoming more and more difficult, and digital collection is a new direction of cultural and creative exploration. ”
The museum competes for glory on the same track, mainly hoping to attract more offline tourists for the museum through market-oriented operation. According to the National Bureau of Statistics and the National Administration of Cultural Heritage, the number of visitors to the museum has maintained a steady growth since 2014, reaching 1.147 billion in 2019. Until the outbreak of the epidemic, the number of visitors to the museum in 2020 fell off a cliff, accumulating 540 million visitors throughout the year, only 47% in 2019.
The epidemic has accelerated the digitization of museums. Overnight, almost all museums have learned to broadcast live, and in February 2020, 9 well-known domestic museums such as the National Museum of China and the Sanxingdui Museum boarded the Fliggy Live Broadcast Room, attracting more than 10 million people to watch. Other museums have followed suit, launching live cloud tours on different channels.
Although there are many imitators, in the past two years, there have not been many museums that have really normalized live broadcasting. According to the "2020 Research Report on the Development of China's Museum Tourism Industry and Typical Cities" released by Ai Media Consulting, one of the challenges facing the current development of Chinese museum tourism is how to choose new technologies and let visitors experience the changes, conveniences and changes brought by technology to the world in museums.
In view of the current situation of museums, the state has also introduced a series of relevant policies to support the development of museums. Since 2020, the state has successively issued the Opinions on Promoting the High-quality Development of the Digital Culture Industry and the Guiding Opinions on Promoting the Reform and Development of Museums to support the digital development of museums. In October 2021, the policy continued to be strengthened, and the State Council issued the "Notice on the 14th Five-Year Plan for the Protection of Cultural Relics and Scientific and Technological Innovation", which clearly pointed out that it is necessary to promote the development of online digital experience products for museums and provide new cultural and tourism services such as immersive experiences, virtual exhibition halls, and high-definition live broadcasts.
Favorable policies, coupled with the maturity of digital technologies such as 5G, AR, and VR, and the emergence of digital technology providers such as Whale Detective, have given museums sufficient conditions to develop digitalization.
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Digital collections, mini programs... The museum wanted to be a little closer to the young people
In December 2021, the Palace Museum's annual pass sales system was once squeezed paralyzed, and although the fault was quickly repaired, the annual pass was still difficult to find. In fact, the efforts made by museums over the years have set off a "museum fever" in the hearts of young consumers. As early as 2019, the "China Museum Theme Tourism Consumption Trend Report 2019" jointly released by Tongcheng Elong and Tongcheng Tourism pointed out that in the age composition of museum theme tourism, "post-90s" accounted for 43.2%, of which "post-95s" accounted for 24.9%.
The "New Cultural and Creative Consumption Trend Report" jointly released by the Institute of Culture and Economics of Tsinghua University and Tmall shows that in 2019, the cumulative number of visits to the flagship store of Taobao Tmall alone reached 1.6 billion, which is 1.5 times that of the number of museum receptions nationwide, of which 100 million users are "post-90s".
In order to be closer to young people, the innovation road of museums naturally follows the preferences of young people. The digital collection is one such example. According to the information statistics of Shell Finance on dozens of digital collection QQ groups, 64% of them are post-90-00s.
In October 2021, Whale Detective launched the "Treasure Plan" for the digitization of cultural tourism, and the distribution of cultural tourism and intangible cultural heritage digital collections accounted for about 70%. In October 2021, the first digital collection of the Hubei Provincial Museum, "Yue Wang Gou Jian Sword", the effect made Wang Xianfu, deputy director of the Hubei Provincial Museum, marvel: "More than 600,000 people grabbed 10,000 swords, and 3 seconds were gone!" Such a sensational effect is something we did not expect. ”
During this five blessing period, 24 museums launched 3D digital collections on whale exploration, which can be regarded as a collective test of water by domestic museums. As of press time, 7 digital collections such as the "Oriental Pottery Dog" of the Sichuan Museum, the "Flower-shaped Hanging Ape Copper Hook" of the Hebei Museum, and the "Copper Running Horse" of the Gansu Provincial Museum have been sold out, and 3 digital collections from different museums are about to be sold.