Source: Liaowang
Search for "Liaoning Provincial Museum" on a certain platform, and dozens of cultural and creative products jump into view. One of the "hairpin ladies figure hand twist" page shows that it ranks first in the "Chinese style corsage wrist flower hot list", and has been "dominating the list" for 4 days; Another "Huacai Liaobo Refrigerator Magnet" ranked 7th on the hot list of Chinese-style refrigerator magnets, and recently "played" a "record" of 30 days of additional purchases soaring 5 times. The reporter learned in an interview on August 6 that the popularity of cultural and creative products in our province is at a "historical high". According to the data, in the first half of 2024, the total cultural and creative income of museums in the province will be 69.68 million yuan, a year-on-year increase of 206.5%.
Consumption of cultural and creative products is "the hottest in history"
During the summer holidays, museums are undoubtedly one of the most popular venues. According to the latest data released by a local life platform, the number of summer ticket bookings for the exhibition hall has increased by more than 15 times month-on-month in the past two weeks; Among the top 5 most popular scenic spots in Liaoning in the summer previously announced by a tourism platform, museums account for 3 seats.
With the "museum fever", all kinds of cultural and creative products produced on the basis of history and culture are sung. On a certain platform, the proportion of cultural and creative products turnover of museums in Liaoning ranks sixth among all provinces in the country.
The weather is hot, and cultural and creative products with "cool" methods for reducing heat are highly welcomed. "When the Shenyang Forbidden City Cultural and Creative Ice Cream was just launched, I wanted to hold the 'Phoenix Tower' to check in, and today it finally happened." Xiao Huang, a Henan tourist visiting the Shenyang Forbidden City, said. The reporter learned from the interview that the sales of "summer special" cultural and creative products such as group fans, ice drinks, and ice cream in the Shenyang Forbidden City are very good.
An Yiwen, Propaganda and Cultural and Creative Department of Shenyang Cultural and Museum Center, told reporters that the sales of cultural and creative products of Shenyang Museum have increased significantly in recent days, which is at the highest level since its listing.
Looking at the whole province, the cultural and creative industry of the museum system has reached a record high. According to the data, in the first half of 2024, the total cultural and creative income of museums in the province will be 69.68 million yuan, a year-on-year increase of 206.5%; The total number of products was 3,089, an increase of 159% year-on-year.
It is more in line with the cultural connotation
Cultural and creative products have been around for a long time, why have they repeatedly "come out of the circle" in recent years? Dai Lu, general manager of Shenyang Jingcheng Manufacturing Office Culture Media Co., Ltd., which entered the cultural and creative industry in 2011 and participated in the development of cultural and creative products in the Palace Museum and other head scenic spots, believes that one of the reasons for the increasing market recognition of cultural and creative products is that culture and products are getting more and more compatible. Taking the cultural and creative ice cream produced by major museums as an example, cultural empowerment has improved the added value of products, realized the organic combination of brand, history and products, and is deeply loved by consumers.
The reporter learned from the interview that the research and development of cultural and creative products pays more and more attention to the activation and utilization of cultural relics in the collection. For example, the refrigerator magnet of the hairpin lady of the Liaoning Provincial Museum, with the previous popular "Hairpin Lady" as the creative source, the image of the lady cartoon is made into a refrigerator magnet, the image is vivid and vivid, very beautiful. On a shopping platform, nearly 100 pieces of the product were sold on the 15th, with a praise rate of 100%, and some consumers commented that "both the image and the workmanship are very perfect".
In addition, being able to provide emotional value and interact with consumers is also the reason why cultural and creative products are becoming more and more popular. At the time when the seal check-in is popular all over the country, the Liaoshen Campaign Memorial Hall has launched a stamp collection card, with 9 check-in points running through the entire exhibition line, each seal is in the corresponding cultural relics position, and the audience can feel the hardships of the revolutionary process while "printing" the story of the red cultural relics on the card; The main body of the creative refrigerator magnet is the main entrance of the exhibition hall and the statue of the memorial tower, and the "Hero" tank at the bottom can be sliding, which increases the interaction between the refrigerator magnet and the user.
Closer connection with life
Complementing collectible items such as refrigerator magnets are daily necessities that are related to people's daily lives. After visiting a large number of cultural and creative markets across the country, Dai Lu believes that the top three types of cultural and creative products with the best sales are cultural and creative stationery, food souvenirs, and toy figures. This kind of cultural and creative products that combine cultural symbols with daily necessities are both beautiful and practical. On the eve of the Dragon Boat Festival this year, the "Dragon Boat Festival Tea Set" designed and developed by its team sold more than 10,000 people.
New Year's goods series, "zongzi" play, "flower and full moon" series, cool series, "ice and snow" series...... In recent years, the Shenyang Palace Museum has launched "limited" cultural and creative products at festivals, seasons and other times and climate nodes in combination with the cultural relics in the collection, so that more cultural relics can be displayed in front of the public through different channels and in different ways. For example, the "Source of Ten Thousand Blessings" New Year gift box embedded with the "Yongfu" commemorative coin, and the "Peace and Ruyi" New Year gift box containing door gods, Spring Festival couplets, blessing characters, red envelopes, and postcards; The content of the fan surface is taken from the cultural relics in the courtyard "Puru Pinglin Returning to the Boat Picture Scroll", "Zou Yuan Dou Peach Blossom Swimming Fish Picture Scroll", "Xigang Lotus Picture Scroll" and other local cool series fans; Ice and snow themed cultural and creative products, including "Shenyang Forbidden City Cultural and Creative Sugar Gourd". These innovative developments bring products closer to people's daily lives.
The summer "entering the museum" brings new growth points to cultural and creative consumption, which requires cultural and creative enterprises to further dig deep into the profound connotation behind cultural relics, so that cultural and creative products with profound heritage, unique creativity and close to life can enter the public eye, become a vivid carrier of traditional culture, and attract people to take traditional culture home. (Photo by Liaoning Daily reporter Zha Jinhui)
Reporter: Liu Haibo, Zha Jinhui
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