In the impression of many people, the Forbidden City has always been a solemn and solemn existence. In the past, if we wanted to understand it, we needed to use tv media, newspapers and books or buy a ticket to enter the city in the crowds and feel the ups and downs of the Forbidden City for thousands of years. With the mining of people's value for the IP of the Forbidden City, the Forbidden City has not only become an interesting image text, but also appeared in the lives of the general public in various forms.
In 2014, after the article "Yongzheng: Feeling Cute and Cute" was released on the Forbidden City Taobao WeChat public account, the image of the solemn and solemn emperor "nonsense" was completely out of the circle, and many people found out: It turned out that you were such a Forbidden City! Since then, in the matter of "frequency resonance" with young people, the Forbidden City IP has embarked on its own path of rejuvenation.
In those years, the Forbidden City IP was a youthful expression
Anyone who has seen the documentary "I Repair Cultural Relics in the Forbidden City" should be impressed. Watchmakers, bronzesmiths, imitators, carpenters, lacquerware workers... In the shot, the craftsmen repeat the work of coloring and proofreading day after day in the solemn and magnificent Forbidden City. Through the documentary, it not only interprets the craftsman spirit of "choosing one thing and living a lifetime", but also shows the national treasure hidden in the depths of history in front of the audience from the perspective of ordinary people in this stroke of repair.
In addition to the display form of "I repair cultural relics in the Forbidden City", in recent years, the Forbidden City has also produced "Shangxin!" Cultural variety shows such as the Forbidden City and the Forbidden City celebrate the New Year, this type of variety show integrates the "real" of the documentary with the "fresh and interesting" creative methods of the variety show, takes cultural publicity as the foothold, fits the audience's aesthetic taste as the shell, matches the temperament of the documentary, and creates a program that is more in line with the way of thinking of young people. Let the culture no longer be obscure, become a new expression of youthfulness.
The expression of youthfulness is also manifested in the restoration of old customs. In 2019, the Palace Museum's first exhibition "Celebrating the New Year – Celebrating the New Year in the Forbidden City" was held in the Forbidden City. The sky lanterns and longevity lanterns that represent beautiful meanings, the huge door gods, the gorgeous palace lamps, and even the folk temple fairs all appear in this unique exhibition. In particular, the "Heavenly Lantern" and "Longevity Lantern" reproduced on the Dan Majesty in front of the Qianqing Palace restore the scene of the Royal New Year in the prosperous era of Kangqian, so that every ordinary person who "enters the palace with a will" feels the profound heritage of traditional culture, feels the Forbidden City full of New Year's flavor, and makes the Forbidden City further enter the lives of ordinary people.
In the same year, the Lantern Festival, the Forbidden City opened the night market for tourists to visit, making the Forbidden City more full of ceremonies during the New Year. It is understood that this is the first time that the Forbidden City has opened a night market. During the Spring Festival, people are indispensable to party, play, lively, the opening of the night market immediately attracted a large wave of tourists, especially the love of young people, resulting in the "Shangyuan Night" ticket is difficult to find.
There are "orders to enter the palace for the New Year", of course, there are also "orders to go out of the palace to send blessings". In the New Year of 2020, the Palace Palace Culture Company cooperated with many stars to launch the theme activity of "Fengtian Carrier Palace Jifu" in the form of "Blessing Officials sending blessings" to bring people the blessings of the New Year. In addition to online blessing delivery, offline, the Palace Palace Culture Company also launched a pop-up shop activity, making the Atmosphere of the New Year stronger and the sense of blessing ceremony stronger.
In addition to "manufacturing" hot spots and making the culture younger, the Forbidden City has also achieved cross-border marketing with major brands. For example, in the cooperation between Oreo and the Forbidden City, the two sides used 10,600 pieces of Oreo to melt into the "Six Tastes of the Imperial Palace", and between the stars and the vicissitudes of the sea and the mulberry fields, the red wall and yellow tiles, the bucket arch cornices, "a forbidden city that can eat" stood up. 28 seconds, 600 years of Fanghua, the cross-border cooperation between the two sides presented the brain hole and fun in front of everyone, instantly attracting a group of fans.
In addition to the above-mentioned youthful operations, around the super IP of the Forbidden City, there are gradually high-quality APP such as "Forbidden City", "Daily Forbidden City", "Palm Forbidden City", "Forbidden City Exhibition" and other high-quality apps, as well as animations such as "Twelve Beautiful People", "Yongzheng Xingle Tu" and other animations, which bring the culture and products of the Forbidden City to the general public in a down-to-earth manner.
Keeping up with the trend of the times, capturing the consumer demand of young consumer groups, they are moving closer to rejuvenation in product research and development and publicity, while taking into account the current consumption habits. The in-depth excavation of the IP of the Forbidden City has made the Forbidden City, which has a history and culture of 600 years and rich connotations, rapidly "reduce its age", glow with new brilliance in the current trend, and successfully build itself into the cultural IP "top stream" loved by young people.