Handling | There are more options for IP development
- Time：2020-12-16 15:38
Chicken jar cup, wool scarf with "the best blessing in the world" of Prince Gong's mansion, and "thousand li Jiangshan" series Pillow At the "2019 China · Beijing international copyright licensing conference" recently opened, many cultural and creative products competed with each other on the same stage to compete with each other, which made many people who went to visit and experience directly call "fun".
The increasingly mature development of cultural and creative products has greatly enriched people's choice of cultural consumption. Notebook, bookmark, adhesive tape, etc. have been directly defined by many consumers as "cultural and creative 1.0 era" products. New style four treasures of study, lipstick of various colors, joint clothing and other fashion have become popular categories in the "Cultural Innovation 2.0 era". These cultural and creative products derived from Wenbo IP have a wide range of types and low unit prices, which make many people think that "they will spend hundreds of yuan to move the museum home". More and more young people are willing to pay for their favorite cultural and creative products.
Earlier, the "leader" of the palace museum said that cultural and creative products were sold for 1.5 billion yuan in 2017, causing heated public opinion. In August this year, the "new cultural and creative consumption trend report" jointly released by the Institute of culture and economics of Tsinghua University shows that in 2018, the cumulative number of visits to museum flagship stores on Taobao tmall platform alone reached 1.6 billion, 1.5 times of the number of visitors received by museums nationwide. According to statistics, nearly 9 million consumers have actually purchased Museum Cultural and creative products on an e-commerce retail platform this year.
The development of cultural and creative products is currently the most accepted and relatively mature means of IP resource utilization for museums. Cultural and creative products continue to be popular, and its emergence is always in the same context as "Wenbo IP", which makes it easy for some people to mistakenly draw an equal sign between the two, mistaking the development and operation of cultural and creative IP as independent development or authorization of IP, and then output specific cultural and creative products through innovative design and production. This is undoubtedly the shallow and narrow development of cultural and Museum IP.
The "cultural and creative products craze" makes museums no longer cold and cultural relics "live". However, cultural and creative products with multiple patterns can not fully carry the cultural connotation and historical value of classic cultural relics resources, nor can they realize the multiple functions of art education that museums should undertake. And even under the idea of cultural and creative development as the center, if people do not have a certain understanding and appreciation of the connotation and extended background of cultural and creative products, their hot sale may not be sustainable. If the development and operation of Wenbo IP is an iceberg, the cultural and creative products on the market are just the part of the surface.
Any successful IP needs long-term polishing, including the cultivation of market and users, the upgrading and innovation of content itself, and the continuous mining and precipitation of value. Of course, the development of cultural ip should first do a good job in internal skills, clear the family background, and deeply tap the value and connotation of cultural resources. In addition to the development of cultural and creative products, we should also carry out systematic development of cultural and Museum IP, such as planning and launching IP theme exhibitions, trying to create and disseminate film and television, cross-border brand authorization and cooperation, etc. Moreover, it is necessary to step out of the collection IP level and consciously design and plan the development and maintenance of the museum IP, which is to set and maintain the "human facilities" of the museum.
In 2006, the American Museum of natural history and the film company's film "wonderful night at the museum" was a great success. It not only brought considerable income to the museum, but also greatly improved the social and cultural value of Museum IP. In 2016, the hit "I repair cultural relics in the Forbidden City" also refreshed people's perception of the Forbidden City, and the "new building" of the Forbidden City with temperature has become more popular. The theme activity of "type walking history" in Suzhou Museum and the cases of "Pharaoh · King - the story of ancient Egyptian civilization and Chinese Han Dynasty civilization" in Nanjing Museum have been repeatedly mentioned over the years, precisely because they have successfully broken the barriers and let people see the brand-new concept of curation and more possibilities.
I believe that no one doubts this point: museums are ushering in an important period of "turning around" and "upgrading". In order to let culture go out of history and into life, we need more than just light cultural and creative product development.
Release time: 2019-10-23