Zhongxin Jingwei, October 19 (Li Ziman) "Give you a net to control the water, otherwise the crab will be weighed by the scale." The weight of the female crab is three taels per one, you check the weight, no problem I will help you pack. After queuing for more than 1 hour, Tian Tian (pseudonym) from Guangzhou took the "crab card" and bought the "hairy crab" at the Suzhou Museum. It's just that this "hairy crab" can only be seen, not eaten, it is a plush toy, and the clerk is "afraid" that this "hairy crab" will run away, and will tie it with a rope.
Recently, museums and cultural and creative brands in many places have launched cultural and creative products with regional characteristics, and adopted an interactive and situational sales method similar to that of the United Kingdom toy brand Jellycat. On social platforms, "Chinese have their own jellycat" and "everything can be plush" has become a hot topic.
Cultural and creative sales staged a role-play
"When I went to the Suzhou Museum, it was before the National Day, and there were many people in line, and I was the 51st. The clerk told me that because I bought it when it was close to the National Day, the factory employees were going to take vacation, and they needed to limit the purchase and reserve it for the National Day to sell, and each person was limited to 1 'hairy crab', the quality was very good, and the details were very good. I bought 1 'hairy crab', 3 'goldfish', and 3 'gold ingots', each for 39 yuan. Tian Tian said.
Suzhou Museum's cultural and creative "crab". Photo courtesy of the interviewee
Tian Tian likes to visit museums around the world, and every time she buys some cultural and creative products in the museum as a souvenir or to give to friends, the unit price of the cultural and creative products she buys is about 50 yuan to 60 yuan, and she spends about 500 yuan on cultural and creative products in the museum a year.
"These museum cultural and creative products have good meaning, good quality, and can also represent local characteristics, which many young people like." Tian Tian said that most of the cost-effective museum cultural and creative products in the past were bookmarks and refrigerator magnets, and she often bought this kind of products, and now there are a lot of tricks, many people show "hairy crabs" and "spicy hot" on social platforms, etc., these cultural and creative products are out of the circle not in how good the products are, but to let consumers have a sense of experience, situational sales make people feel interesting, and can provide emotional value.
Xiaoyu (pseudonym), who bought the plush doll "Tianshui Malatang" produced by the Gansu Provincial Museum during the National Day holiday, told Zhongxin Jingwei that since graduating from university, as long as she goes to the museum, she will buy some cultural and creative products, basically around the "treasure of the town", with a budget of between 100 yuan and 300 yuan. Compared with postcards and bookmarks, today's cultural and creative products are more delicate and interesting, and they are also good as gifts.
"The interactive process at the sales site of 'Tianshui Malatang' plush toys makes people feel very novel. The unit price is about 49 yuan to 69 yuan, and the sales staff will play the role of a clerk who sells Malatang, allowing customers to choose dishes, turn on the fire, cook, and ask what spiciness. It's like a kid playing at home. Xiaoyu said that there were many young people queuing up to experience the scene, and there were many children. This kind of interactive sales method can make people more willing to understand the regional characteristics and culture, and I prefer this form.
Gansu Provincial Museum's cultural and creative products "Malatang". Photo courtesy of the interviewee
In addition to the Gansu Provincial Museum and the Suzhou Museum, museums or cultural and creative brands in many places across the country have launched cultural and creative products with regional colors. Zhongxin Jingwei saw the sharing of netizens on social media: in Xi'an, the sales staff of cultural and creative products used plush parts to assemble "meat sandwich buns" on the spot; In Taiyuan, you can "take" a bowl of plush "knife-cut noodles" just out of the pot on the spot; In Tianjin, plush "fried fruits" can be added to plush "pancakes" and wrapped in bags......
Stepping up the "stepping on the sewing machine"
It is worth noting that many of the sales models of plush cultural and creative products in museums that have recently come out of the circle have adopted the form of interaction with consumers to create an immersive and situational consumption experience.
The relevant person in charge of the Cultural and Creative Center of Suzhou Museum told Sino-Singapore Jingwei: "In Suzhou, a certain day in late September every year will be set as the hairy crab fishing day, so we thought of designing a new situational experience for the 'crab roe yellow' plush series of cultural and creative products at this time node. Combined with the bundling action when buying crabs at the market, we put the idea of situational interaction and creating a market atmosphere into reality. In addition to bundling the 'crab roe yellow' cultural and creative products, many elements of cultural relics in the collection are also added to the experience process, such as experience coupons and packaging strips designed based on the gift certificates of the museum, so as to enrich the immersive experience of consumers. ”
Previously, Jellycat also gained attention for its interactive, situational approach to sales. At present, Jellycat, a palm-sized product is sold for hundreds of yuan, and there are more than 1 million related notes on Xiaohongshu, and more than 60,000 people have gathered in the "Quitting Jellycat Mutual Aid Group" on Douban.
According to Jellycat's financial report, the company's revenue in 2022 will be 146 million pounds (about 1.33 billion yuan), and the gross profit will reach 88.7 million pounds (about 800 million yuan).
The relevant person in charge of the Suzhou Museum Cultural and Creative Center said that at present, the purchase group of their cultural and creative products is mainly young people and covers all ages. She said: "In recent years, we have begun to think about how to get closer to the ideas of the younger generation, and continue to analyze the interests and consumption hotspots of young people. For example, the 'Wu Wangfu Chajian' plush series, which exploded last year, stems from the fact that we observed that the market growth of plush products is significant at the beginning of 2022, and most of the consumers of plush products are young people. ”
Chen Shaofeng, director of the academic committee of Peking University's Institute of Cultural Industries, told Sino-Singapore Jingwei that the museum's cultural and creative products can attract young people, mainly because many products are designed with young people as the target group, and add design fashion and interactive elements of games. At present, it is a better development direction for museums to combine cultural and creative characteristics with regional cultural characteristics, which is more attractive to tourists, in line with the needs of tourists to experience local culture, and also in line with the practice of situational creation by creators.
According to the relevant person in charge of the Suzhou Museum Cultural and Creative Center, there are nearly 30 plush cultural and creative models currently on sale, and the more popular one is Wu Wangfucha's plush sword, which will have a sales volume of 2.481 million yuan in 2023. The sales data of "hairy crab" cultural and creative products are still being counted, but she said: "The sales of 'hairy crab' in the early stage were hot, and now it is in a state of purchase restriction, and it is already stepping up its 'stepping on the sewing machine'." ”
"Meat sandwich plush stationery was launched in July this year, with a unit price of 49 yuan, and by mid-October, more than 100,000 had been sold. I thought it would be popular, but the popularity was unexpected. Liu Ziqi, the relevant person in charge of the "Daxiang Wenbo" cultural and creative store that developed Xi'an plush meat sandwich buns, told Zhongxin Jingwei.
"The production cycle of a plush toy is usually 45 days, and we place orders with factories based on their sales." Liu Ziqi said.
In Liu Ziqi's view, the success of plush toys is mainly due to three aspects: product quality and design aesthetics, interactive experience, and the integration of local culture. In addition, the team borrowed from an interactive marketing model, which is a sales model that satisfies the emotional value of consumers and is something that young people are willing to accept.
On the 16th, Sino-Singapore Jingwei saw in the Tmall flagship store of Suzhou Museum that more than 10,000 people have purchased the cultural and creative products of "Wu Wangfu Chajian"; In the Tmall flagship store of the Gansu Provincial Museum, more than 10,000 people have purchased "Malatang", "Astragalus" and "Najian" cultural and creative products.
Chen Shaofeng said that the museum itself is a carrier of regional culture and should become an integral part of the cultural industry. The development of cultural and creative products with regional characteristics by the museum will play a certain role in driving the local cultural tourism industry. Museum cultural and creative products are a good regional cultural display window, whether it is cultural communication or industry driven, as long as it is done well, the value is much higher than the commercial value of general products.
(For more reporting clues, please contact the author of this article, Li Ziman: [email protected]) (Sino-Singapore Jingwei APP)
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