Do you still remember this Yong Zheng who was so cute with scissor hands?

In 2014, a tweet with more than 100,000 reads "Yongzheng: I feel cute》detonated the serious and indifferent museum cultural and creative market，Set off a wave of cute and down-to-earth creativity。

Picture source: Forbidden City Taobao official account

The sales revenue of the Forbidden City Cultural and Creative Industries in 2017 has exceeded 1.5 billion yuan，The total cultural and creative revenue of domestic museums that year was only 35.200 million yuan，Forbidden City Cultural and Creative Industries who just turned 4 years old，Occupies half of the country。

What stimulation did you receive，Let the Palace Museum change its conservative and restrained design style，Turn to the cute route？“The culprit”It is a paper tape from the National Palace Museum in Taipei。

2013，This model is launched by the National Palace Museum in Taipei，Printed with Kangxi’s Zhu Biao“I understand”’s washi tape became popular on both sides of the Taiwan Strait，Becomes the first hit in the cultural and creative field of Chinese museums。

Photo source: Taipei National Palace Museum official website

After that，The Palace Museum has conducted in-depth research and study，Decided to let go，Innovate on a grand scale。Soon，A game called“Bring the Forbidden City culture home”’s cultural and creative product design competition has begun，Unprecedented solicitation of ideas from the general public，One stone stirs up a thousand waves。

Since then，The Palace Museum is in“Cute”On the road of cultural creativity，Leaving all the younger brothers in the country behind，Become a target that various companies strive to imitate but are always difficult to surpass。As of 2018，The Forbidden City has developed a total of 27 series of cultural and creative products，1.20,000 varieties，Still firmly in the top spot in the domestic cultural and creative field。

Then，What is the secret behind the success of cultural creation in the Forbidden City？For travel companies that want to develop cultural and creative products，What else can you learn and use for your own use？Let’s find out。

1. Rich resources

As the saying goes，It’s hard for a clever woman to cook without rice。And the "Forbidden City";米”，It can be said to be the &ldquo in the cultural relics world;Northeast Wuchang”。

The Palace Museum has more than 1.8 million precious collections，It is the museum with the largest collection of Chinese cultural relics in the world。Keeping such a treasure，Nature provides a huge material library for cultural creativity。

2002，The domestic cultural and creative industry has not yet started，The Forbidden City relies on its world-famous reputation，Attracts about 7 million visitors every year。It’s 2018，The number of visitors throughout the year has reached 17 million，Average 4 per day.660,000 people，Topping the list of museums around the world。Such a powerful brand appeal，188bet app download It also laid a good foundation for the marketing of the Forbidden City Cultural and Creative Industries。

What a better hand，If the person who plays the cards is not skilled，It is still possible to lose。

Resources and Brands，Always there in the Forbidden City，Just before the cultural and creative transformation，I haven’t found the correct way to open it。The key to winning the Forbidden City cultural and creative brand，It is a set of science、Smooth product development process。

Integrate the centuries-old Forbidden City culture into modern people’s lives，Let ordinary consumers feel the atmosphere of traditional culture。This is the core design concept of the Forbidden City Cultural Creation，It is also the starting point for all product planning。

In the early days of the industry，The prototype of cultural and creative products is called ";Cultural Products”，Basically, it is a miniature handicraft made of various materials that is scaled down around the collection itself。

Since joining“Creativity”Element，There is a huge space for imagination，But there is still a main line that needs to be followed throughout——Integrate into life，Instead of Yangchunbaixue。

Open the Forbidden City Cultural and Creative Tmall flagship store，There are 8 major themes displayed in front of you。“Creative Life”“Forbidden Clothing”“Collection's Choice”“Forbidden City Notes”“Home Furnishings”“Gold List Title”“The palace is auspicious with dragons and phoenixes”“Forbidden City China Festival”etc.。These themes should be written in a style consistent with the tone of the Forbidden City，Categories more than 500 exquisite products in the store。Translated into vernacular，Just daily necessities、Clothing accessories、Official high-end gift、Notebook、Decorative ornaments、Office stationery、Great gift、Festival supplies。It can be seen，Most categories are full of fireworks。

Look at the product price distribution: 179 models under 100 yuan，179 styles 100-300 yuan，65 styles for 300-500 yuan，77 models above 500 yuan。More than 70% of the products are priced within 300 yuan，Very friendly to the people。

Let’s take a look at the products with the highest sales.

Visible，The prices of popular products are concentrated below 100 yuan，Most styles are small accessories、Stationery、Bags and other daily necessities，This also reflects the consumption characteristics of the cultural and creative industry。

In the history of cultural and creative projects in the Forbidden City, there have been several hits like this:

The birth of these popular products，It’s all inseparable from successful planning in the early stage。It can be divided into the following steps: Look at the data (refer to the sales data and market 188bet sports betting app download feedback of previous products)、Find the audience (who you want to sell the product to)、Select a theme (which collection is suitable for this product)、Defined category (whether the product is made into stationery or lamps)。

If the product is selling well，Just do the same thing、Pursuit of victory；If failed，Just sum up experience and lessons，Put a warning sign wherever you fall。

Of course，Our own thinking always has boundaries，Holding various design competitions can collect endless creativity from the whole society，For example, the&ldquo mentioned above;Bring the Forbidden City culture home”Theme Cultural and Creative Design Competition，and“Forbidden City·Gold List Title”Cultural and creative crowdfunding competition, etc.。

When entering the design stage, specific issues of the product must be taken into consideration.

Practical: What value can it bring to users in daily life，Instead of being reduced to a mere decoration。For example“Travel by order”Luggage tag，Hang on the luggage when traveling，Can be conspicuously distinguished from other ordinary hang tags。

Beauty: Color matching、Pattern selection、The appearance must conform to the tone and principles of the Forbidden City，On the whole, it is in line with the current fashion，It can also present the iconic visual characteristics of the Forbidden City。

Fun: Can the product bring fun to users，It is a test for the designer’s sense of humor。Can create effects through text，For example, &ldquo on the luggage tag;Travel by order”、&ldquo on the folding fan;I am just such a man”。The purpose can also be achieved through the use of the product，For example, Chaozhu headphones。

Portable: considering the scene of on-site sales to tourists，Cultural and creative products should be designed to be portable as much as possible，Do not put too much burden on tourists’ hands or backpacks。For example, wearing an official hat umbrella with flower feathers，Small and lightweight，Does not occupy both hands。

Safety: Safety factors should also be considered for small products，For example, whether the material contains harmful substances such as heavy metals，Are there any potential risks of injury from mechanical moving parts，The selection of electrical materials must meet flame retardant standards, etc.。

Packaging: beautiful and unique packaging，Not only must we ensure that products can still reach users intact after passing through the circulation link，And it is part of the product，It can be very plain，It can also be artistic，Don’t overshadow the host。

Forbidden City Cultural and Creative Industries is famous for its strict control over product quality，A product from planning to sale，8 months on average，At least 4-5 samples are required，Repeatedly improve the process details，Continuously optimize manufacturing processes。

Since most consumers who buy cultural creations from the Forbidden City have relatively high requirements for cultural taste and aesthetics，Therefore, if the quality of the product you get is lower than expected，Not only will it affect the brand image of the Forbidden City Cultural and Creative Industries，And there is a possibility of losing this user forever。

In the museum world，The Forbidden City’s marketing methods are unique。Various brand co-branding、Turn the dean into an internet celebrity、Making a documentary、188bet app download On a variety show……It’s really not inferior to any trendy company。

Online and offline sales channels have also been opened。Opened in 2015“Cultural and Creative Experience Center”Convert the huge offline traffic of the Forbidden City into product sales；Signed a strategic cooperation agreement with Alibaba in 2016，Opened an official flagship store on Tmall，allowing many cultural and creative enthusiasts to shop around the Forbidden City without leaving home。

Like a martial arts master who has opened up the two channels of Ren and Du，The Forbidden City Cultural Creation passed all aspects、Multi-channel marketing，Not only strengthens the brand image，Greatly expanded popularity among the younger generation，It also allows consumers to buy their favorite cultural and creative products in the most comfortable way，And good sales performance can positively motivate the R&D team，Make it create more、Better product，Form a virtuous cycle。

I am not the Forbidden City，Copy homework”Copy homework”？

Look at the world，Most museums、No tourist destination has the abundant resources and strong brand like the Palace Museum。But the cultural and creative industries are naturally closely related to the tourism industry，The two influence each other，Can also be converted into each other。Therefore，Even if there is no king bomb in the cards in hand，You also have to find a way to get the class representative’s homework and copy it。Maybe copy it，You can do better by yourself。

Even if there is no such arrogant brand and collection as the Forbidden City，There are still some local characteristics and unique resources。To fully explore，Refined with care，Good at utilizing。

The advantageous resource of Suzhou Museum is the strong literati atmosphere of Jiangnan，So they launched a creative cultural and creative product——“Mr. Wen Hengshan plants vine seeds by hand”，From a tree planted by Wen Zhengming, one of the four great talents in Jiangnan, in the Suzhou Museum、The seeds of a wisteria tree with a history of more than 500 years。Contains 3 Ancient Wisteria Seeds per serving，Also comes with a planting method instruction。This is called“The most vital”、“Through Time and Space”’s cultural and creative products，It is something that other museums cannot imitate。

Guangdong Provincial Museum is based on local people’s love for food，Exploring a path of cultural and creative food，The first to launch cultural and creative cakes，Planning to carry out cultural cuisine to the end。

Photo source: Guangdong Provincial Museum official Weibo

Except“Copy”My own class representative’s homework，You still have to go out，Look at the whole school、National、How even foreign top academics do their homework，Anyone who meets your conditions can“Copy”。

In addition to searching online on weekdays，Another“Copy homework”The best way is to participate in professional exhibitions。Not only can you understand the current situation of the industry with extremely high time efficiency、Insight on trends，And the judgment of product quality can only be felt by actually playing it offline。

The upcoming domestic exhibitions are summarized as follows，Overseas ones will not be considered in the near future:

There is another benefit to participating in the exhibition，It is the opportunity to communicate face to face with suppliers。Because they have a better understanding of the technical points and industry trends at the product manufacturing level，So we can provide professional opinions and suggestions on the design of cultural and creative products。

For example, you want to make an ink landscape cultural and creative bathrobe combined with your own hot spring scenic spot，Then the bathrobe manufacturer (or a company with experience in bathrobe cultural and creative product cases) will tell you，If you want the pattern to be exquisite，You need to use thermal transfer；Thermal transfer printing，You cannot choose cotton material；If you switch to bamboo fiber that feels better，The price is more expensive……

A shortcut is to buy your favorite cultural and creative products，Then find the manufacturer through the packaging box，Send them the design drawings that incorporate your own content，Consult them for the cost of custom development (plate making fee、Proofing fee、Mold fee, etc.)、Period、And the minimum order quantity (try to order as little as possible for the first batch，High probability needs improvement)。For the source factory，Slightly change the existing product，There is no technical risk，More willing to accept orders，In this way, you can get the price of first-hand supply。

On the other hand，Can carry out prize-winning creative solicitation or design competition for design schools or the public，Choose from outstanding works to further make products。

Good methods and processes are an important guarantee for continuing to produce good works。The aforementioned product development process of the Forbidden City Cultural and Creative Industries，It is worth learning from all followers。The Forbidden City has a team of more than 150 people responsible for the entire process from planning to marketing，But even if you only have 5 people，Even 1 person，All must follow standardized procedures，Form good habits。

Carefully study the Forbidden City、National Museum、The marketing techniques of these star units in Dunhuang，Imitate within the scope of your ability。If you don’t have the ability to get the APP，It is still possible to have some cross-border cooperation。The Forbidden City Cultural and Creative Industries is very skilled at it，Collaborating with McDonald’s to launch“New·Forbidden City Bucket”，Co-branded with Biyinlefen“I am all dependent on you”Clothes, etc.。

Photo source: McDonald’s official Weibo

For cross-border joint cooperation，The key is to choose a partner whose brand awareness basically matches，And the cross-border form must be well designed，Can’t be too blunt，Otherwise it will be counterproductive。

A poor student who often 188bet app download copies other people’s homework，Once you find your own learning method，Or counterattack and become a top student，or……No more copying homework。

1.Telling stories。You can extract story themes from your own travel resources，Invite story experts or professional story creation agencies to customize a custom or interesting one、Or a wonderful suspenseful story，Add story content to your own cultural and creative products，If you have the resources, you can also make it into an online short film or create a script，It will definitely be more conducive to product sales than superficial introduction。

2.Shanghai Technology。From the perspective of the entire cultural and creative market，There are not many cases of integration with electronic or smart products，But this is the main consumer category for young people。From“Xiaomi Youpin”Can be seen in the online mall，Similar to a 99 yuan smart Rubik's cube、Audio story projector lamp and other products for 179 yuan，All have the potential to be developed into cool cultural and creative products (the six sides of the Rubik's Cube are printed with calligraphy and painting，Or make cultural stories into audio story slideshows)。

3.Play games。New puzzle games are released every year，You can choose the appropriate style，Incorporate cultural content。For example, making 199 yuan of intelligent military chess pieces into various terracotta warriors and horses，Or replace the 20 yuan popular card and board game patterns with cartoon patterns of Sanxingdui cultural relics。

It’s time to take action!

Creativity is king here、The age of content first，If you refine and process the tourism cultural resources at hand，Convert into high-quality content，Use novel ideas to combine products with specific functions and forms，Developed practical、Interesting、Creative products with cultural connotations，It will definitely become a popular product that caters to the consumption upgrade of the whole people！

See here，Do you want to take action immediately？If you really have a good idea，It’s time to take action!