This issue，Let’s talk to you about the topic of digital museums in an academic and popular way。

Museum，In the public’s stereotype，Many times it is still a cultural relic exhibit in a glass cabinet，A statue full of stories，Abstract paintings in Hexianhua Gallery。

Today’s Museum style，It’s the children running in the alley eating Forbidden City ice cream，The Hari girl in kawaii wears Dunhuang eye shadow in the corners of her eyes，The newly bought large-screen color TV plays "A Thousand Miles of Rivers and Mountains"，The little brother of RiRi Computer Game ING is obsessed with dinosaur AR。

These seemingly sudden changes，Behind，It is a digital museum based on technology and business concepts that is gradually maturing around the world，And the rise of cultural and creative industries in China。

Digital Museum，As defined by Wikipedia，That is, a digital virtual entity with museum functions，Enhancing and amplifying the visitor’s museum experience through digital means，Break the limitations of time and space at the same time，Expand user base and exhibition accessibility。

All this has been achieved due to the advancement of technology and the expansion of scene applications。

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According to the Wikipedia definition mentioned above，Any digital virtual entity with museum functions can be defined as a digital museum。Thus strictly speaking，Before the Internet was popular，The beginning of digital technology，People have already explored digital museums。 

1992，Apple has selected some collections to be made into CDs and distributed to 1,000 schools around the world。But after the rise of the Internet，It really stimulated the explosive growth of digital museums in terms of hardware and software。

In the case of similar background technology，A certain digital museum that everyone can remember，In addition to existing IP，There are also some business ideas after technical orchestration。 

Google Art & Culture Home Page-10/30/2019

Below we use Baidu and Google Art & Culture’s two major alliance digital museums are examples。

Baidu Encyclopedia Digital Museum users can select links such as Museum-Exhibition-Collection，Simulating the order of exhibitors in reality。Each collection will be accompanied by an enlarged picture after clicking on it，Voice explanation，and VR model。Baidu has strengthened its extensive cooperation with major museums across the country in recent years，At present, the main collections of major domestic museums have been basically collected，Hope to create a domestic encyclopedia of cultural relics。

Baidu Encyclopedia Digital Museum Home Page-10/30/2019

Google’s business testing focus 188bet sports betting app download is different，Pictures in cultural relics，Audio，Video，360 degree street view，After uploading VR and other digital materials，Google has added its biggest differentiation advantage, search gene，Extract numerous keywords for each collection - such as the author、Era、Style、Color, etc.。

Compared to Baidu’s restoration of physical exhibitions，Google encourages professional curators or amateur viewers to recreate content on the platform，Link different exhibits in different museums into new series according to different themes through keywords，Breaking the limitations of time and space in both viewing and curating exhibitions。For example, the exhibition "Jade Color"，Curated by a third-party independent curator，The exhibit pictures are from the National Palace Museum in Taipei，National Museum of Korea，9 countries and regions including Sichuan Jinsha Site Museum。

Also，Google also helps curators improve subsequent online promotions。Except on Google Art & Except for viewing in Culture， All collections are also available in various Google applications: such as desktop mode when opening a new blank page in Chrome，Use Google Now to send automatic reminders when the viewer travels near the location of the physical collection, etc.；Exhibitions completed by curators can be published directly on the museum’s own platform and APP；Can be projected to the electronic display in the exhibition hall through Chromecast，No technical transformation required，Really seamless link。

In the early stage of curating，Google also built a technology platform for the museum，GoogleCultural Institute Lab continues to develop various cultural relics and street view scanning technologies，Provide appointment door-to-door service，Make up for the shortage of technical staff in the museum。Also help the museum open its own Google account，Convenient for museums to upload、Management，And edit and publish digital materials of cultural relics。

GoogleCultural Institute Lab

can be seen，It is also a digital museum，One-way linear propagation relative to Baidu，Google also advocates full-network UCG production，Multiple platform integration，Use technology and business thinking to leverage the development of art and artists、Exchanges between art institutions，At the same time, continue to increase user stickiness by guiding users，Laying a foundation for the commercial realization of digital artworks in the future。

Baidu Museum has included collections from more than 300 museums since its launch in 2012 (but the Forbidden City and Dunhuang collections are not among them)，Google has cooperated with 1,200 museums and art institutions since its launch in 2011 (the Forbidden City is one of its partners)，And online in English、法、日、18 languages ​​including Italian。

(Canadian Digital Museum search page)

The Canadian Digital Museum also unites more than 3,000 cultural and art institutions in Canada，Let visitors understand Canada’s history, geography, culture and nature in one stop。

Different from Google and Baidu that limit visitors to their 188bet sports betting app download own platforms，The specific exhibition chains of the Canadian Digital Museum all lead to the official website of the exhibition organizer，Drive visitors back to all partner institutions。

Within its own platform，The Canadian Digital Museum focuses on the keywords and order of each exhibition，Make it easy for visitors to search and compare，Quickly find your interests。Such a structural configuration，It also stimulated the construction of each partner’s own digital museum and digital exhibition，One hundred with one hundred，Expanding digital development across the museum industry。

App Boulevard is a virtual museum program based on VR glasses Oculus。It also cooperates with multiple museums (the British Museum virtual scene was launched in 2017)。

It is worth mentioning that this virtual museum is supported by VR hardware equipment，No more screen distortion when converting the desktop version of 360-degree street view，The exhibits and scenes in the museum are more realistic。At the same time, the scene interaction function has also been added，For example, exhibits can be moved for visitors、Disassembly，Enhance the display and interest of the collection。

After the scene has attracted a certain amount of customers，Also works with other programs，Made into game backgrounds, etc.，Increase the profitability of the program，Also attracting mutual attention between digital museums and games。

Boulevard on Gear VR

The VR Museum of Fine Art has the same idea，But this App also introduces some UGC ideas from Google Art and Cuture，In App，Users can follow their own preferences，Collect your favorite exhibits，Build your own private museum scene，And share it with friends on the site。

 Offline cultural creation, horizontal innovation of digital museums

With the digital museum’s traffic and technical foundation，Coupled with the business opportunities brought by the network economy in recent years，Various forms of offline cultural creation are rapidly heating up and fermenting in China。

The museum cultural and creative industry in Western countries started earlier，Mature developments developed before digital museums became popular，Production，Advertising and sales chain。Museum self-operated income statistics released by the American Association of Art Museum Directors，Although the revenue of American museum cultural and creative stores declined after the 2008 financial crisis，But it is still generally higher than ticket revenue；And other aspects of cultural and creative activities such as education、Catering and other services have slightly improved after the financial crisis。

Fine Art Museum Income Report

Using a single museum as a comparison， The retail and ancillary business revenue of the most famous Metropolitan Museum in the United States in 2018 was basically the same as in 2017，Both are slightly higher than ticket and membership income，The cultural and creative market is basically stable and saturated。The Palace Museum, a pioneer in domestic cultural and creative industries, had cultural and creative revenue of RMB 1.5 billion in 2017 alone，50% increase 188bet Online Sports Betting and Casino over the previous year，Strong growth。These rapid evolutions benefit from the simplification and promotion of cultural creativity redesign after the digitization of cultural relics，The design and production cycle of cultural and creative products has been greatly accelerated，Market acceptance is also getting higher。(A variety of eye-catching new products are coming in a short time)。

Metropolitan 2018 Finance

Reported that many Western cultural and creative products were differentiated and mature at the beginning of the popularity of the Internet，Today we are still used to operating within a single department，Less integration。Although my country’s cultural and creative industry started late，But it is better because of the east wind brought by the digitization of cultural relics，A platform for e-commerce economy，And the people’s unprecedented attention to the culture and entertainment industry，Broad prospects。Caught up at a good time，Strong advantage of being a latecomer。

In addition to learning from the development and design experience of Western cultural and creative products，The country is also experimenting with online and offline multi-channels，Combining experience and products，Create a full ecological chain economy centered on IP，Chains are closely connected，Form a closed loop in the industry。

The classic case that has emerged in recent years is Digital Dunhuang。After the digital museum was launched in 2016，In-depth cooperation with Tencent，Share information，In game、Music、Cross-border exploration has been carried out in animation derivatives。

"Game aspects，The popular game "Honor of Kings" launched the "Flying" skin，Dunhuang landmark、Scene、Elements applied to Xunxian mobile game and QQ Speed；Music，Launching Dunhuang ancient music and live concerts in PGC format on the QQ music platform。Joined “Tencent Animation” to gather college enthusiasts，Create a comic strip "The Holy Transformation of the Fork of Laodu" with the theme of interpreting Dunhuang's "Jingbian Paintings"。"Caijing" silk scarf launched on e-commerce platform，Let consumers choose different caisson patterns to arrange and combine，Design and produce your own unique silk scarf pattern。

Dunhuang Mogao Grottoes Mural - Lao Du Cha Dou Holy Transformation (Cave 196 - Late Tang Dynasty)

Under the good situation of the cultural and creative industry，There are also hidden challenges，One of them is cultural and creative inventory。Mass production can lower the unit price to ensure profits，And some production processes naturally have minimum production standards，So generally speaking，The museum’s cultural and creative production will have certain scale requirements。In addition, in order to avoid a single product，Generally requires multiple designs and colors，The number of products has further increased。On the other hand，Because the cultural and creative industries of many museums have just started，The actual sales volume is difficult to predict，There is often a situation of large unsalable inventory。Therefore, the development of cultural and creative 188bet app download industries in China seems to be booming，Actually, it is barely breaking even。

For this question，The solution experience of Western museums is: on the one hand, establish a complete sales monitoring system，Real-time inventory estimates and sales forecasts，Reduce excess inventory；The second is to exchange information with cultural and creative developers，Study how to design to reduce the minimum order quantity requirement，Or conduct small-scale internal brand testing，After having a certain sales sample, we can mass-produce outstanding products。

Our country is a big manufacturing country，The manufacturing process of small gifts is very mature，What needs to be done is mainly for upstream IP owners and downstream production developers to break the industrial closed loop，Work closely and effectively。

The focus of new opportunities is how to use offline cultural creation operations to guide customers back to the digital museum，Even the entity IP itself，And then in a cycle of complementary and mutual assistance，Not a flash in the pan with one-way chains。

After all, the greatest function of a museum is to preserve and disseminate the essence of human civilization。Cultural and creative products drive museum revenue，Draws attention to the collection，But to what depth?，How to let customers return to the collection and the culture it represents after the purchase is completed，This is an issue that needs to be explored both inside and outside the industry。

Interview: Digitization of cultural relicsDharma Theory

After understanding the vertical and horizontal growth patterns and rules of digital museums and themed cultural creation，Next，We have arranged an interview，A student from the Shanghai team, Yaning, had a conversation with Mr. Zhang, who has been engaged in scanning cultural relics in China for 5 years (due to the involvement of some industry secrets，So my name is withheld)，He works with many well-known museums in Suhang District、The art museum has long-term business cooperation。The following is from Mr. Zhang’s industry perspective:

There are two main types of cultural relics digitization technologies currently used，Photograph and scan。Generally speaking，More commonly used is taking pictures，Because taking pictures is just a plane for recording cultural relics，Unable to recover details，Lower accuracy and color reproduction，Difficult to recreate，So copyright issues are less involved。

The scanning is based on the plane，Can additionally restore the texture of some cultural relics，Relatively high accuracy and color reproduction，can be used for cultural relic research and artistic re-creation，Generally valued by museums and protected by copyright，Will not be spread randomly。In terms of storage space，The storage space required for scanning is also large，The system performance requirements are also higher during the demonstration process。

Under scanning of cultural relics，Divided into 2D according to different characteristics and needs of cultural relics、2.5D and 3D。Most of the oil painting scans 2.5D is 188bet sports betting app download enough， On the basis of the original picture, it can effectively retain and restore the concave and convex feeling of the canvas and paint。For example Google Art & Edward on Culture.Manet's "In the Greenhouse"，After continuously zooming in, you can clearly see the dotted texture of the canvas in the protagonist's eyes and the paint cracks caused by the passage of time。

In addition to the cultural relics themselves，The scanning environment also places requirements on other additional technologies in digital applications。If the technology supports scanning through glass, it can save the tedious task of moving cultural relics in and out during the scanning process，Minimize the damage caused by scanning to cultural relics; Infinite advancement in the length and width of the scanner solves the problem of long scrolls being unable to be scanned at one time due to the length and width limitations of the instrument; The orbitally assembled scanner better meets the demands of different directions in mural scanning。

Currently domestic scanning technology has not yet been localized，Resulting in high scanning costs，Not all museums can afford it。Even the same museum，It is also difficult to completely digitize all collections in the museum。With limited budget，This requires museum staff to consider supply and demand situations—such as the urgency of collection restoration research，Collection popularity，Is it convenient to develop into derivatives, etc.，Prioritizing the digitization process for collections。

Although there are currently only 4-5 companies in China that perform professional exhibit scanning，Business demanders are mostly museums with relatively sufficient funds，The business also uses 2D and 2.Mostly 5D scans，There are few 3D applications。But Mr. Zhang thinks，Guan is based on the perspective of cultural relics protection research，Still the need for business communication expansion，The digitization of cultural relics is a general trend。He also hopes that cultural and creative businesses in the lower reaches of the industrial chain can continue to develop business models，Expanding demand，In turn, it stimulates the optimization of production capacity in the technical field，Reduce costs，Specified quality standards，Cultivate professional talents，Bringing a virtuous circle of industrial scale and systematization。

*this文来Source: WeChat official account"CoolCocooo" (ID: CoolCocooo)，Author: Kua Kejun，Original title: "The vertical and horizontal growth of digital museums and themed cultural creation》.