Now the Forbidden City is also grounded. Have you got the seasoning can recently launched? Although spring is not yet firmly established, many people have begun to look forward to winter and hope that the Forbidden City will soon snow. That's because many netizens have been scrambling to buy the 'chuxue' seasoning cans in the Forbidden City on the day of the first snow.
Recently, a group of photos of the 'chuxue' seasoning cans in the Forbidden City immediately attracted netizens to watch and search on Weibo: there are three seasoning cans in one set, which are palace walls, stone lions and bronze cranes. As long as you put in salt or sugar, you can present the scene of snow falling glazed tiles, snow covered stone lions and bronze cranes. In this way, the "immortal beauty" seasoning can not only has full creative score, but also fits the feeling that everyone will "go to the palace to see the snow" every winter.
"It's too delicate. The kitchen is upgraded to the imperial dining room!" I'm not willing to use this kind of seasoning can. I'll watch it every day when I supply it. "The food made with this seasoning can is full of & lsquo; Fairy Spirit & rsquo
This also makes many netizens who have not seen a snow storm in Beijing for many years directly plant grass and say, "I want it! Where can I buy it?"
Yesterday, the reporter learned exclusively from Tmall that this "salt sweetness" court air condiment pot will be the exclusive debut of Tmall in the Imperial Palace this winter. Some people have also suggested that Beijing is too big. It may snow in one area but not in another. What's the criterion? The time when the seasoning can will be put on the market is the first snow in the Forbidden City this winter. That is to say, it will snow in the palace. '
The reporter learned that the "chuxue" condiment can was finally authorized to flower the Palace Museum food after the fierce competition of the "Pan Palace Museum Department" such as the Palace Museum food, the cultural and creative flagship store of the Palace Museum, and the official flagship store of national treasure. Tmall said that every year the snow scene of the Forbidden City will trigger a "brush screen", and the poem "what's the snow like? What's the difference in the sky when you sprinkle salt" comes up with the idea of combining the salt pot with the snow scene.
'after we found the design company to make the sample, we attracted many brands to come for cooperation. Finally, considering the tonality and brand fit of the product, we authorized the product to the official flagship store of & lsquo; my heart & amp; tmall, which is owned by the Palace Museum food. '
Before, Starbucks' cat claw Cup 'appeared in line to rush to buy when it was on sale. The Forbidden City began to plant grass for consumers in early spring. Will consumers' desire to buy lead to a rush to buy that does not match the production capacity? Tmall said that after the design poster of' chuxue 'seasoning can came out, it really attracted many consumers to inquire in several palace museum stores, and the popularity really exceeded the expectation Period '. 'we will communicate with the brand side to ensure the quality and expand the production capacity to meet the needs of everyone. 'in addition, tmall also revealed that this group of seasoning cans is definitely not' fancy but useless'. The products have high appearance value, and at the same time, they also give consideration to practicality. '
Nowadays, the Forbidden City is a very popular and successful big IP. Whether it's the products of the Forbidden City or the joint names with other brands, there is a great momentum of "with the Forbidden City, dogs and chickens will rise to the sky". However, because of the poor sense of use of the Palace Museum's make-up and the stop of the Palace Museum's hot pot, many people worry that if the "Forbidden City stem" is too rampant, it will make people 'aesthetic fatigue'.
In this regard, tmall said that compared with foreign countries, the development mode of domestic cultural and creative derivatives is still in its infancy. 'a good IP is forever new, and it will give new meaning to the secondary development, such as Disney family, Hello Kitty, Universal Studios, etc. There is more space for cultural and creative development cooperation in the Forbidden City, which has a history of more than 1000 years. Tmall is willing to cooperate with the Forbidden City and other museums, so that more people can get close to culture and understand history. '
In recent years, 'Museum IP' has successfully cultivated a group of 'cultural and creative consumers', who are more willing to pay for the cultural elements and creative design of products. According to the statistics of tmall and Taobao, China's' cultural and creative consumers' are mainly young people who live in first and second tier cities and have strong consumption ability, of which 75.9% are female users, and more than 30% are young people aged 19 to 25.
Zhang Qi, a consumer in Beijing, told reporters that she loves collecting cultural and creative products from museums, from the mummy stationery box of the Pharaoh in the British Museum, the adhesive tape and bookmarks of the Forbidden City in Taipei, to the Tang Bohu tea bag in the Suzhou Museum and the refrigerator stickers in the Shijia Hutong Museum. From the cultural and creative products of a museum, we can see the extent of the museum's excavation and development of its own collection and culture. It is also the embodiment of the cold and distance between the museum and the collection itself and the temperature of the collection itself. '
In addition to the numerous museums she visited in person, she is also used to browsing in the official flagship stores of museums. "In the past, the way we learned about museums was usually through the introduction of the official website or tourism strategy. Now I am used to seeing the flagship stores of museums, which is a very intuitive way to understand a museum. '
The reporter learned that, in addition to the Palace Museum and the British Museum among the world's five major museums, the National Museum of China, the summer palace, the Shaanxi History Museum, the Suzhou Museum officials, the terracotta warriors and Horses Museum, the Shanghai Museum and the v A museum and other museums have settled in tmall. These museums have nearly 3 million fans on tmall, of which the annual visits of the National Palace Museum and the British Museum have exceeded 10 million.
From January to October last year, the number of users searching for the keyword 'Museum' on tmall and Taobao platforms was 2.15 times that of the same period in 2016, and nearly 90% of them browsed the cultural and creative products around the museum. The potential of "Museum IP" to become a "Internet red" is enormous.
However, many people feel that many cultural and creative products in museums are not really 'cultural and creative': 'simply printing calligraphy and paintings on postcards is called cultural and creative?' "in fact, museums are different. What they make is nothing more than bookmarks and coasters. "In fact, based on the characteristics of the museum, the history and stories of its collections, creativity and sincerity are the right way for the museum's cultural and creative industries to keep a good card from being broken.