A Beijing Business Daily reporter learned from the Palace Museum yesterday，As of the end of 2015，The Palace Museum has developed a total of 8,683 cultural and creative products，Among them during 2013-2015，A total of 1,273 cultural and creative products developed by the Palace Museum。Meanwhile，The sales of cultural and creative products in the Forbidden City also increased from 600 million yuan in 2013 to nearly 1 billion yuan in 2015。Shan Jixiang, Director of the Palace Museum said，In the future, the cultural and creative products of the Forbidden City will move from “quantity growth” to “quality improvement”。

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Since 2013，Including Chaozhu headphones、Not only did Shan Jixiang personally "promote" the cultural and creative products produced by the Forbidden City such as the emperor's folding fan on his platform，And created considerable sales performance。The relevant person in charge of the Palace Museum said in an interview with a reporter from Beijing Business Daily yesterday，The Forbidden City’s cultural and creative products sold nearly 1 billion yuan last year。

Among them in August last year，For the first time, the Forbidden City Cultural Service Center has entered into cross-border cooperation with Juhuasuan, a subsidiary of Alibaba Group，More than an hour after the cultural and creative products from the Forbidden City landed on the homepage of the Juhuasuan platform，1500 mobile phone holders have been announced as sold out。Total 1 in one day.60,000 pieces of Forbidden City cultural and creative products were sold on the Juhuasuan platform，Become a hot topic of public opinion。

In addition，188bet app download The "Forbidden City Calendar" published by the Forbidden City Press was reprinted in 2010，There has also been a situation where sales have increased by more than 8 times in six years。While the new version of "Forbidden City Calendar" is selling like hotcakes，The price of the old version of the "Forbidden City Calendar" has also increased significantly。

High sales have brought huge profits to the Forbidden City，Shan Jixiang revealed at the beginning of the year，In the first half of 2015 alone, the sales of cultural and creative products of the Forbidden City reached 700 million yuan，Profit nearly 80 million yuan。For profit purposes，Shan Jixiang said，One is the establishment of two institutions，The Palace Museum Research Institute and the Palace Museum Academy，All are unincorporated，The state has no funds to support these two unincorporated institutions。The second one is research and development，Increase investment in research and development，Don’t invest in R&D when climbing，No staying power，So we continue to increase investment in research and development。

The Forbidden City online flagship store is under preparation

In Shan Jixiang’s opinion，The development of cultural and creative products in the Forbidden City must be guided by scientific and technological means。At present, the Forbidden City has mastered two major online ports including Forbidden City Taobao and Forbidden City Mall。The current number of fans on Forbidden City Taobao has reached nearly 300,000；The Forbidden City Mall was officially launched on January 1 last year，Unlike the Forbidden City Taobao, which uses the Taobao platform to sell products，Forbidden City Mall is an online sales platform built by a professional team。Shan Jixiang said，If the products sold on Forbidden City Taobao are mainly cultural and creative products targeted at young people，Then the products sold by the Forbidden City Mall focus more on creativity and cultural creativity。

Shan Jixiang also revealed，The Palace Museum will also sign a cooperation agreement with Alibaba Group in the near future，Preparing to build the Palace Museum flagship store on Tmall and Alibaba travel agency platforms，Establish a new window for cultural and creative publicity and display of the Forbidden City，Making achievements in the depth and breadth of the cultural and creative products of the Forbidden City。

Forbidden City Cultural and Creative Center built outside the red wall

In addition to expanding online sales channels for cultural and creative 188bet Online Sports Betting and Casino products，The Palace Museum has also established a cultural and creative museum in the East Changfang area outside the red wall that is in harmony with the cultural environment of the Palace Museum。

To this，Shan Jixiang said，From “Forbidden City Store” to “Forbidden City Cultural and Creative Center”，Not just a name change，And it reflects the change in the marketing ideas of the Forbidden City’s cultural and creative products，The Cultural and Creative Hall will be the “last group of exhibition halls” before the audience leaves the Palace Museum，Enrich the audience’s experience of museum culture，And realize his wish to bring “museum culture home”。

As understood，The Forbidden City Cultural and Creative Center was fully opened in September last year，Including Silk Museum、Clothing Hall、Seven major exhibition halls including the Image Hall，Heji cultural and creative exhibition、Cultural lecture activities、"Forbidden Academy" integrating product display and sales。It is worth mentioning，Promoting the sales of cultural and creative products by holding cultural relics exhibitions has become another major channel for the sales of cultural and creative products in the Forbidden City。It is reported，During the "Shiqu Baoji Special Exhibition"，The sales of the exhibition store set up by Wuyingdian Painting and Calligraphy Museum exceed 100,000 yuan every day，Set a sales record for temporary exhibition cultural and creative products。

In addition，This year the Palace Museum will also set up cultural service areas on the east and west sides of the Shenwu Gate that require no ticket purchase and are not affected by closing hours，And will be at the Macau Museum of Art、Wangfujing, BeijingForbidden City cultural products stores or counters opened in Gongmei Building and other places。

Cooperated with more than 60 companies to design thousands of products

In recent years，The growth rate of cultural and creative products in the Forbidden City is increasing year by year。Among them，195 types of cultural and creative products added in 2013、265 types of cultural and creative products added in 2014、265 types of cultural and creative products added in 2014，A total of 1,273 cultural and creative products have been developed in the past three years。

As understood，Previously, the production of cultural and creative products in the Forbidden City was completely outsourced，That is, the relevant departments of the Palace Museum put forward the demand for cultural and creative products，The product design is completed by cooperative units in the society、Production。

For this outsourcing model，188bet app Shan Jixiang said，The advantage is that it can save the research and development costs of cultural products，But the cultural products often lack creativity，The understanding and expression of the Forbidden City culture is not accurate enough，Some even seriously deviate from the Forbidden City culture，It can only be regarded as an ordinary tourist souvenir。Currently，Except for adjustments to the outsourcing work model，The Forbidden City will also be scored based on the certification materials and inspections of the cooperative operating units，And choose based on the results。Currently，More than 60 companies provide design and processing of cultural and creative products for the Palace Museum。

In addition，Forbidden City from May 2013，First attempt to develop and make an App，And officially released the "Yinzhen Beauty Picture" iPad application，The Forbidden City has also released "Han Xizai's Night Banquet Picture"、"Daily Forbidden City" and other apps。According to Shan Jixiang’s introduction，The Palace Museum insists on launching app content planned and launched by our digital product research and development team，The Information Department is responsible for closely integrating the research results of experts with topics of interest to the audience，And "translate" the research results of experts to the audience、A format that is particularly acceptable to young audiences，More colloquial，More friendly image。

It is worth mentioning，Most of the program development team members of the Palace Museum are from the Central Academy of Fine Arts、Tsinghua University Academy of Fine Arts and other famous institutions of higher learning，After initial completion of the program，AppleThe company team will also provide opinions，In fluency、Give suggestions on interactive forms and other aspects。

Museum "not for profit" does not mean "cannot make profit"

Shan Jixiang, Director of the Palace Museum said，my country’s state-owned museums are public institutions，How to define the necessary business activities of public institutions，But no clear positioning。Some people oppose "cultural undertakings" and "cultural industries"，Replace "public welfare" and "profit"、“Business” becomes antagonistic，Equating “not for profit” with “cannot make profit”。Overemphasis on the cultural undertaking attributes 188bet Online Sports Betting and Casino of museums，The public has not established a correct understanding of the research and development and management activities of museum cultural and creative products。Research and development and marketing of museum cultural and creative products，Even vulnerable to criticism and questioning from public opinion。In this case，Museums can only provide services to visitors、Carry out research and development of cultural and creative products to a certain extent from the perspective of meeting the public’s cultural needs，Want to do it but dare not，I only want to be small but don’t dare to be big，Restricts the process and level of museums’ development of cultural and creative products。

The Forbidden City should package cultural and creative products and ticket revenue for the market

Chen Shaofeng, deputy director of the Institute of Cultural Industry of Peking University said，The Forbidden City’s cultural and creative products and ticket revenue should be packaged and put on the market，Holding equity through an investment company wholly owned by the State-owned Assets Supervision and Administration Commission，Finally, the proceeds from the equity will be used as a project fund for the development of the Forbidden City，Use capital operations to provide a premium for income，Thus entering a better good cycle。“The Forbidden City’s 80,000-person capacity limit and 60 yuan ticket price are basically fixed，Take tickets and traffic as part，Plus the growing development of cultural and creative derivatives，Such a company is very valuable，It is a good way to realize the public welfare fund operation by realizing the value of such a company。" Chen Shaofeng said，Public welfare units can achieve profitability，It’s just that the use of funds after profits must be converted into public welfare activities，But the distribution after profit must be limited，Except for a few incentives，Most of them are also used for public welfare purposes。

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