December 11，Pop Mart, which became popular relying on the "blind box" gameplay, officially landed on the Hong Kong Stock Exchange，The market value once reached HK6.5 billion，In three years，2.700 million post-95 generation、The post-2000 generation joined forces to increase its revenue from 1.5.8 billion yuan increased to 16.8.3 billion yuan，It’s amazing。How to play blind box，There have also been attempts at tourism and 188bet login creation，For example, the Forbidden City Taobao blind box series、“Blind Box Pilot” launched by China United Airlines, etc.，But the gameplay is only superficial，Also under the support of IP，A "Bubble Mart" should be created in tourism and 188bet login creation，There is still a longer way to go...

The Road to China’s Tourism and 188bet login CreativityThree stages in 15 years

The foreign 188bet login and creative industry emerged in the 1990s，At the beginning of the 21st century，has only begun to receive attention and development in the country，Therefore，If we divide the road of domestic tourism and 188bet login creation so far by time，Can be roughly divided into three stages，And in these three stages，Domestic tourism and 188bet login creation mostly revolve around museums，Gradually towards the scenic spot、Extension to other industries such as hotels。

丨2006—2012Layout stage

Domestic 188bet login and creative industries，On the eve of development，Going through a not-too-short layout period，Policy first，The participants are still slowly exploring this new land。

2006，The State Council issued the "National 188bet login Development Outline during the Eleventh Five-Year Plan Period"，Proposed 188bet login and creative industries for the first time，Meanwhile Beijing、Shanghai、Shenzhen and other cities actively promote 188bet login and creative industries，Make a development plan。Two years later，The Palace Museum establishes the “Forbidden City 188bet login and Creative Center”，In the same year, it became the first museum in China to open a Taobao store。Travel and 188bet login creation at that time，There is not enough fertile soil yet，I can only lie dormant and wait for the opportunity。

丨2013—2015Embryonic stage

To a certain extent，Domestic tourism and 188bet login creation are influenced by the National Palace Museum in Taiwan。July 2013，The National Palace Museum in Taipei solicits ideas from the society，Introduced the popular "I Got It" washi tape，Fire spread across both sides of the Taiwan Strait，Once sold out。This made Shan Jixiang, then director of the Palace Museum, realize the huge potential of tourism 188bet login and creative products，After learning from the 188bet login and creative experience of the National Palace Museum in Taipei，The Forbidden City held a 188bet login and creative design competition to “Bring the Forbidden City Culture Home”，The first time to solicit 188bet login creativity from the public，And successively launched the "Travel by Order" luggage tag、"I am such a man" folding fans and other products，Excellent response。

Subsequently，The Palace Museum has launched its first iPad application in the 188bet login and creative field, "Yinzhen Beauty Pictures" and "Daily Palace Museum" App，As of the end of 2015，The Palace Museum has developed a total of 8,683 188bet login and creative products，Including clothing、Pottery、Porcelain、Calligraphy and painting series，Products related to jewelry、Keychain、Umbrella、Luggage、Tie, etc.。

Since the 2014 issue，Launch of various relevant policies，Also protect tourism and 188bet login creation。August 2014，The "Guiding Opinions on Promoting the Development of Characteristic 188bet login Industries" encourages various localities to develop 188bet login tourism and other characteristic 188bet login industries；From 2015，Our country has successively issued a series of policies such as the "Museum Regulations" and "Several Opinions on Promoting the Development of 188bet login and Creative Products by 188bet login Relics Units"，Make it clear that museums can engage in commercial activities，With 188bet login creativity、Combining tourism and other industries，Promote the development of 188bet login and creative industries into the "fast lane"。

丨2016-presentOutbreak iteration phase

The Forbidden City’s success in 188bet login and creative fields，It has led to the explosion of 188bet login creativity in the entire museum industry and even the tourism industry。2016 is regarded as the first year of domestic tourism and 188bet login creativity，According to statistics，As of December 2016，Among 4526 museums nationwide，There are 2,256 companies recognized by relevant national agencies as having 188bet login and creative product development capabilities and industrial scale，This also means，Museum category only，Nearly half of them have joined the mighty 188bet login and creative army。

At this time，The Forbidden City is still a mountain that cannot be bypassed by tourism and 188bet login creation，With the huge IP of the Forbidden City，Frequent action，For example, the documentary "I Repair 188bet login Relics in the Forbidden City"、Worked with Tencent TGideas team to launch the H5 work "Crossing the Forbidden City to See You"、12 types of makeup from the Forbidden City and more，Data display，Developed through outsourcing、Authorized production、Independent research and development and cross-border cooperation methods，A marketing model that combines online and offline services，End of 2017，The number of 188bet login and creative products in the Forbidden City has exceeded 10,000，Sales revenue has reached 1.5 billion yuan，Income of more than 1,500 A-share listed companies。

Meanwhile，Multiple Internet companies including BAT，The layout of the 188bet login tourism industry has also begun，Realizing new 188bet login creation with new technologies，“Traveling in Dunhuang” is the role of digital 188bet login creation in 188bet login heritage protection、Inheritance、Important confirmation of activation。Except tourist attractions，The hotel company has invested in the 188bet login and creative industry，Take ZMAX hotel brand as an example，The social e-commerce universe Z store is for people who are keen on exploring、A 188bet login and creative brand for curious young people。

This stage，With the help of the increasingly huge tourism market，Tourism and 188bet login creativity can also develop vigorously，Take the transaction scale of museum 188bet login and creative products as an example，The overall scale in the first half of 2019 tripled compared with the same period in 2017。China’s online museum 188bet login and creative market is growing at a rapid rate of more than 100% every year，The museum flagship store has been visited by 1.6 billion people，is the 1st largest museum in the country to receive visitors.5 times。“Tourism and 188bet login creativity” has also become a repeatedly mentioned content and deployment in the policy，Proposed report of the 18th CPC National Congress，By 2020, the 188bet login and creative industries must be developed into a pillar industry of the national economy。

However，As more and more people and institutions begin to pour into the tourism and 188bet login creative market，Speculators’ interference in the market，The 188bet login and creative market is more of a hustle and bustle that stays on the surface，Amazing products and business models，In fact, there are very few。

2000 188bet login and creative museums, only 18 are profitable

The success of the Forbidden City 188bet login Creation，makes many scenic spots、The museum has some unrealistic fantasies about 188bet login creation，I thought I just needed to come up with some so-called 188bet login and creative products，You can win the favor of young consumers，But the fact is，Only 18 of the more than 2,000 188bet login and creative museums have achieved profitability，Accounting for less than 1%，188bet login and creative gold mining is by no means a career for short-sighted people。

First, too much pursuit of "hot products" and neglect of culture.

The hit effect brought about by the 188bet login creation of the Forbidden City，As a result, a large number of latecomers are trying to use current hot topics to shorten the 188bet login distance with young consumers，But creating a hit is not easy，Even the Forbidden City "overturned" due to excessive pursuit of hot products。October 2019，The Forbidden City launches the "Forbidden City Rosewood Series" skin care products，Although it was on the Weibo hot search，But it did not bring much sales to this 188bet login and creative product，A series of 188bet login and creative products since then，It is also difficult to continue the popular myth of the past。

On tourism 188bet login and creative products，Culture always comes first，The second is to use creativity to create hot products，Ignoring the role of culture as IP，It is difficult to bring unique 188bet login and creative products。

Second, tourism 188bet login and creative products are mostly “replicable” products.

Now is the time when we take a serious look at the current tourism 188bet login and creative products，You will find that even with the name of "188bet login and creative"，Most of these products still cannot escape the "souvenir embarrassment" - they look similar、Lack of regional characteristics、Lack of 188bet login connotation。

Those on the ready-made mouse pad、T-shirt、Canvas bag、Mug、Keychain、So-called 188bet login and creative products with 188bet login “stickers” on pillows，It must be unable to attract consumers’ attention，Even as the head of the Forbidden City 188bet login and Creative Industries，Most of its products are also quite limited，For example, the former "Qianlong Series"，Most of its 188bet login and creative products are seals、Figure、Folding fan、Handbook、Tape, etc.，Lacks real in-depth value in terms of practicality。188bet login and creative products presented by foreign Van Gogh museums，From the umbrella、Customize Kindle to Aromatherapy、Chocolate，Everything you need。

As pointed out by experts in the industry，"Although it has been comprehensively improved compared to the past tourist attraction souvenirs，But domestic 188bet login creation still remains at small objects、On top of small ornaments and small souvenirs。”The design of tourism 188bet login creation may not be a high imitation of the original，The key is whether creativity can bring a sense of surprise。

Third, the needs are overestimated and the requirements are underestimated.

Businesses that have not put much effort into tourism 188bet login and creative products，Not paying attention to the needs of consumers。On the one hand，They think they only need to launch 188bet login and creative products，Can make consumers flock to it，But the fact poured cold water on it。Since 2018，"National Treasure" Hello History、Qin Shihuang Terracotta Warriors and Horses Museum、Dunhuang Academy、Shaanxi History Museum、Summer Palace、Dunhuang Mogao Grottoes、Shanghai Museum、Suzhou Museum、The National Museum of China is now online on Tmall，In sharp contrast to this "hot supply"，It is the "cold demand" of consumers - most stores only sell a few hundred transactions per month，Most consumers don’t even know that such a store exists，The online store seems to be just a formality。

On the other hand，Businesses underestimated consumers’ demands for tourism and 188bet login creation，Many 188bet login and creative products are in the name of “spreading culture”，Ordinary small objects，Add the word "188bet login and creative" and the price will double，“Good quality and low price”，Can dispel consumers’ shopping desire in an instant。

Fourth, lack of long-term business planning.

The current impetuousness of the tourism and 188bet login creative industry，It is also reflected in the lack of long-term and specific planning，I usually do whatever is popular，A hammer in the east and a mallet in the west，No commercial space has been reserved or considered for future use，There is also a lack of unified theme planning，It gives people the feeling of "get a fortune and run away"。And in the industry chain，Some 188bet login and tourism companies are developing、Design、Production、Propagation、Operation and sales are not fully connected，The final 188bet login and creative product，There is a gap from expectation。

Can you make money just by owning IP in tourism and 188bet login creation?

As mentioned at the beginning of the article，One major similarity between tourism 188bet login and creative products and Bubble Mart，It relies on IP，Therefore，The influence of IP，Influenced the development of tourism 188bet login and creative products to a certain extent，But it is not the only determining factor。

IP battle

On the IP dispute for tourism 188bet login and creative products，IP is defined by more than just its 188bet login context，It is also intellectual property rights。

On the one hand，Need to think about how to create IP that can be deeply rooted in people’s hearts。For a bit of a tourist destination，The 188bet login IP brings its own traffic，For example, the Forbidden City、Summer Palace、Qin Mausoleum Terracotta Warriors and Horses, etc.，They are all big IPs with extremely high recognition，But it doesn’t mean，You can make money by just sitting on your IP，188bet login IP is an objective thing，According to different building methods，can give IP personality、Emotion and quality，However，If overdeveloped，188bet login IP will also get out of control，For example, the 188bet login and creative products of the Forbidden City have encountered a series of negative rumors in the past two years，Considered by the industry as a sign of fatigue and loss of control in IP development。

And for those small and medium-sized IPs or even new IPs from scratch，You need sufficient operational means，Come to capture the minds of young people。Japan’s Kumamon can be regarded as a classic case of 188bet login tourism IP creation，The image of Kumamon fully combines local characteristics，And specially plan various rich activities for it，If the county government appoints Kumamon as a temporary civil servant、Looking for Kumamon and more，It has brought sustainable economic benefits and social influence to Kumamoto Prefecture, which was originally not well-known，The number of tourists in Kumamoto Prefecture increased by nearly 20%，Its related 188bet login and creative products have reached more than 20,000 types。

On the other hand，Repeatedly mentioned in the industry in the past two years，The key point in the second half of tourism and 188bet login creation is still IP，It’s just the original meaning of intellectual property rights。More and more tourism 188bet login and creative products are encountering copyright crises，In order to "get the head start"，To adapt to the trend of rapid iteration，Patent applications often lag behind product launches，How to deal with copyright issues，It has become a problem that both platform parties and creative parties need to deal with，For example, Dunhuang 188bet login Tourism attaches great importance to it，As of May 2018，Dunhuang 188bet login and creative products have obtained a total of 48 design patents from the State Intellectual Property Office，On the eve of the outbreak of 188bet login and creative patent issues in various museums，Already prepared for a rainy day。　

Young people’s dispute

The "New 188bet login and Creative Consumption Trends Report" jointly released by the Institute of 188bet login Economics of Tsinghua University and Tmall points out，The museum 188bet login and creative market has shown rapid growth in recent years，More and more consumers like to buy 188bet login and creative products online，188bet login creation has become a new way to connect museums and young people。

From "Millennials" to "Generation Z"，The tourism industry needs to constantly compete with the new generation of consumers，Just like Bubble Mart is a post-90s generation、The post-2000 generation opened the door to the 100 billion market，188bet login tourism companies want to attract，Exactly this group of people，And tourism 188bet login and creative products，Precisely one of their paths to young people。

How to gain deep insights into young customers，Finally give back to the 188bet login tourism industry，has become an important issue，At this time，A more conservative 188bet login tourism company，Perhaps we need the help of more innovative Internet companies。For example, Tencent has stronger strength in “new 188bet login creation”，“Honor of Kings” is an IP that is quite effective among young people，Be able to cooperate fully with the Dunhuang Academy，Promote traditional culture，Also through the effective transformation of Dunhuang IP，Achieve good profits in online and offline scenarios。

The “Archaeological Blind Box” launched by Henan Museum some time ago has also caused a big wave and rush to buy online，The breaking point was that the 188bet login and creative operations staff promptly paid attention to a Douban netizen who shared the whole process of purchasing and opening archaeological blind boxes in the group，And interacted with many netizens in a timely manner，This makes the blind box come out of the circle quickly。The ability to talk to young people，Obviously it has become the focus of tourism and 188bet login creation to go out of scenic spots。

Inspiration from Bubble Mart: Pay attention to the power of brand and art

Wang Ning, the founder of Bubble Mart, once said: “The success of Bubble Mart is not only because of the carrier of blind box，The core element is still the IP itself。”Therefore，For tourism 188bet login and creative products，There is no point in busy launching "blind boxes"，At most it can only bring gimmicks，What’s important is how to gain development ideas from Bubble Mart’s “harvest” of young people。The following 4 revelations from Space Secret Detective，Maybe worth learning。

Young people’s “punch-in satisfaction”

According to the introduction of Wang Ning, founder of Bubble Mart，They hope that the blind box will one day become a "stamp for young people"，Under continuous collection，Acquire artistic value、Get limited satisfaction。

And for young tourists，Collection of tourism 188bet login creations、Punch in，It can also bring extraordinary satisfaction。Take the Conan town of Japan, Hokuei Town, as an example，As the birthplace of Gosho Aoyama, the author of "Detective Conan"，The local area uses Conan as a local tourism IP，Building a 188bet login tourism town from scratch，It has become a place of pilgrimage for Conan fans，There is a Conan Detective Agency in town，Related tourism and 188bet login creative products sold therein，All are Conan-themed，And most of them are limited edition and can only be purchased locally，Thus inspiring young people’s desire to clock in and show off。

In fact，IP culture that young consumers care about，More like a sense of resonance attached to culture、High-end feel，Those tourism 188bet login creations that satisfy consumers and show off in small circles，Perhaps it will be more popular。

Be a brand, not a vassal of the attraction

Even now，Many tourist 188bet login and creative product stores，Often just a vassal of an attraction or destination，Only a place for secondary consumption besides tickets。In comparison，Most people know about Bubble Mart through its hundreds of offline stores，These stores sometimes even become special destinations for young people。

Therefore，For truly valuable tourism and 188bet login creation，Deserves to have its own brand，Even retail stores separated from the scenic area，Become a tourism promotion outside scenic spots。Take Yunnan Nuostar Group as an example，It is to promote Yunnan tourism，Except for theme parks integrating ancient Yunnan culture，188bet login and creative spaces integrating various 188bet login contents will also be set up directly in the CBD mall，Enables young people to purchase Yunnan’s 188bet login and creative products directly in shopping malls，Even DIY it yourself，Give tourism and 188bet login creativity out of scenic spots，The opportunity to become another tourist destination。

Artist agent

The biggest feature of Bubble Mart products is “art”，Through artist agent，Bubble Mart has signed and incubated many global artists，Preparing for its global market。The tourism culture has been criticized for its “no design、Lack of 188bet login creativity"，There is a need to cultivate and support design talents，Only in this way can we bring a steady stream of fresh ideas to the industry，Only if there is sufficient talent reserve，Only can tourism and 188bet login creation get rid of “OEM”，True understanding of tourists’ needs and customized model，True realization of in-depth exploration of culture and IP。

Online feedback to offline

Bubble Mart’s online marketing and online socialization and communication among customers，Enables its offline retail to continue to attract more young people to try，An important point that can form a closed loop，It lies in the consistency between online and offline。

For tourism 188bet login and creative products，Through exquisite 188bet login and creative products and multi-platform smart retail，Guide tourists to destination scenic spots，We must also ensure that the scenic spot cannot "die in the face of light"，otherwise，Network filter is broken，The reality will be even more difficult for tourists with high expectations to accept。The Forbidden City was booming at the same time as 188bet login creativity，Have done a good job matching services for offline scenic spots，Improve customer service experience，As a result, the number of visitors to the Forbidden City continues to grow every year，And 80、Post-90s generation has become the main group of visitors to the Forbidden City。

From dormancy to explosion，Tourism and 188bet login creation only lasted fifteen years，In the vast sea of ​​188bet login IP、Among endless creativity，Today’s bustling tourism and 188bet login creation，It can only be called a rather preliminary stage，When the impetuousness dissipates，When tourist destinations begin to face the needs of young people，“Pop Mart” in the tourism and 188bet login creative industry，It will appear naturally。

*Source of this article: WeChat public account "Space Detective" (ID: MESPACE007)，Author: Xu You，Original title: "Travel and 188bet login creation, can’t you create a Bubble Mart? !》.