Is the spring of Chinese cultural creativity coming?

Recently，NetEase Creative launches the documentary series "Surge of Domestic Products"，The third episode focuses on Li Yapeng who withdraws from the circle，And the cultural and creative industry that he has been obsessed with for 8 years。

First day of sales on Tmall Double Eleven this year，Museum cultural and creative products are about to explode，Sales increased by over 400% year-on-year。And eight years ago，When Li Yapeng founded Yilian Cultural Creation，The&ldquo has not even been introduced in China yet;Culture and Creativity”This concept，The market has not formed an understanding of cultural and creative consumption。

The turning point of the story happened in 2016.

The "I Got It" washi tape pioneered by the National Palace Museum in Taipei became an instant hit，ignited the spark of innovation in the museum cultural and creative industry。2016，Yilian Creative and Forbidden City Culture jointly operate the Forbidden City Tmall flagship store，Forbidden City Lipstick、Products such as the Forbidden City calendar are rapidly gaining popularity。Subsequently，Yilian Cultural and Creative 188bet sports betting app download Industries has successively cooperated with the British Museum、French Museum、Summer Palace、上美影、Badaling Great Wall and other well-known domestic and foreign IPs have reached cooperation。

The development history of Yilian Cultural Creation，It is also one of the epitome of the rapid rise of the national trend of cultural and creative industries in the past five years。

2016 is regarded as the first year of museum cultural creativity，2019 is the first year of the national trend in the new consumption field。Two timelines intertwined，The consumption boom of national cultural and creative products has emerged as the times require。

Getting younger、Personalization、Experientialization、Under the new consumption trend of differentiation，Cultural and creative products are also constantly being introduced。More and more popular innovative species of national trend culture，Catering to new consumer trends and hot demand points，Burst out huge market potential:

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Do you still remember the Forbidden City lipstick that became popular in 2018?

With the blessing of top IP，Vermilion、Minghuang、Palace blue and other colors become the base color of lipstick shell，Crane、Peony、Narcissus group longevity pattern and other patterns are embellished in it，This high-looking cross-border fusion product，As expected, it attracted everyone’s attention。

Picture source: Runbaiyan official Weibo

Today’s broad sense of “Economic appearance”，Not only represents beauty developed around personal image、Clothing、188bet online sports betting Medical beauty and other industries，But gradually derived new definitions，Meaning the young consumer group mainly composed of Generation Z，More willing to pay for good-looking things。

Therefore，Not just the Forbidden City lipstick“Good looks”，Cultural and creative products that have become popular in recent years，No matter IP + stationery、Accessories、Aromatherapy，Still a bag、Tableware、Ornaments, etc.，Even&ldquo which became popular this year;Everything can be culturally creative ice cream”，All through clever and interesting“Competitive appearance”，Attracting more and more young consumers。

Experience Economy

The experience economy is considered an agricultural economy、The fourth economic type after industrial economy and service economy，More emphasis on customers’ emotional satisfaction，Pay attention to the customer’s psychological experience when consumption behavior occurs。

If you say“Good looks”It is the face of cultural creation，Then“Experience”This is the lining of this product。2020，Henan Museum relies on the immersive experience of the archaeological blind box，A&ldquo who has entered the world of museums;New internet celebrity”。

Picture source: Henan Museum Taobao official flagship store

In fact，The marketing method of relying on blind boxes is now common in the cultural and creative market。But compared to simple doll ornaments，The archaeological blind box captures the core product core logic of 188bet online sports betting the blind box，Unknown、Explorability and surprise。This also makes the museum IP truly touchable、History that can be participated。 

From Henan Museum “Lost treasure”After the series of archaeological blind boxes，Shaanxi History Museum’s Bronze Squad Series Blind Box、More and more experiential cultural creations such as the Sanxingdui Museum’s archaeological blind box are coming out。

Digital Economy

In addition to offline physical cultural and creative products，Virtual Reality、Concepts such as the metaverse are bringing more imagination space to digital cultural and creative products。

18th of this month，Chengdu Jinsha Heritage Museum launches digital cultural and creative products for the first time，Sold out in just 50 seconds after going on sale，Achieved sales of 39.60,000 yuan。Data display，Blockchain technology gives each virtual cultural and creative product a unique identification code，Make every product unique。

Looking further back，The mobile game "Honor of Kings" has successively cooperated with the Dunhuang Academy、Limited skin developed in cooperation with Chongqing Baiheliang Underwater Museum，The tourist-specific short video system launched by Tengwang Pavilion, etc.，Both represent the integration and exploration of cultural museum IP and digital cultural and creative products。

Limited skin developed by the mobile game "Honor of Kings" in cooperation with Dunhuang Academy

Picture source: Weibo

Is the spring of Chinese cultural creativity coming? I think the answer is yes.

Today’s cultural and creative market is no longer made up of simple tourist souvenirs，But it is a combination of 188bet Online Sports Betting and Casino good looks、New Marketing、New experience、New technology、New form of cultural tourism consumption, new blue ocean。The national cultural and creative industry is ushering in an era of innovation where a hundred flowers bloom，We look forward to the arrival of more new products。