"I hope that people will last for a long time, and there will be VR in thousands of miles." This is actually a moving picture. In the picture, the empress met with the emperor and held hands with the help of VR technology.
The harem empress who lived in the deep palace for a long time put on VR glasses, the cold emperor became the protagonist of the game, and "I am such a man" became the golden sentence of online celebrity style … … In recent years, the Forbidden City has become "sprouting", and its always cold and mysterious image has become warm through one cute moment after another. What made the Forbidden City decide to put down its posture and sell it seriously? How do ancient museums attract the younger generation? How to choose a partner for the Forbidden City with super IP aura? When the 600-year-old Forbidden City decided to lay down its body, it won not only the wealth that Wenchuang products sold 1 billion yuan a year, but also the sincere praise of the outside world for its openness and innovation.
The harem empress wearing VR glasses
"The Forbidden City itself is a world-class super IP"
On July 6, the news of cooperation between Tencent and the Palace Museum exploded the circle of friends.
Screenshot of the WeChat chat of Yongzheng 3,000 Jiali, the maid-in-waiting who seriously played the game of "Everyday Love Elimination", put on VR glasses to meet the virtual emperor to solve the pain of lovesickness, and the harem empress sprouted the hearts of netizens.
This is another close contact between the Forbidden City and Internet companies. The Palace Museum will open a series of classic IP, and cooperate with two events "Expression Design" and "Game Creativity" of "NEXT IDEA Tencent Innovation Competition". As the first year of long-term cooperation between Tencent and the Forbidden City, the IP of the Forbidden City’s opening this time includes the classic collection "The Picture of Prince Yong’s Book Hall Living in a Deep Place" (also known as the Picture of Twelve Beautiful Women in Yin Zhen), "Han Xizai’s Night Banquet" (partial), "Sea Mistake" (excerpt), the portrait of the Ming Dynasty emperor, and the cartoon images in the dynamic comics of the Forbidden City’s digital creation "The Emperor’s Day" and "The Great Adventure of the Forbidden City".
"In recent years, you may feel that the Palace Museum is undergoing some transformation." Dan Jixiang, director of the Palace Museum, said that after seven years of cleaning up the collection of cultural relics in the Palace Museum, some units occupying the Palace Museum are moving out one by one, but the audience’s demand for visiting the Palace Museum is still rising at the rate of one million people per year. Therefore, the Forbidden City made up its mind to cooperate with the Internet, and cooperated with Tencent to launch the Digital Forbidden City Community Plan three years ago.
"The Forbidden City is itself a world-class super IP. Especially in recent years, there have been great changes and new ideas. Through various peripheral creative products and with the help of the mobile Internet, the Forbidden City has quickly attracted a new generation of young fans. " Ma Huateng, the founding director of the Beijing Forbidden City Cultural Relics Protection Foundation and chairman and CEO of Tencent, said that social platforms can activate traditional culture. For example, Tencent’s grabbing red envelopes is actually internetization of folk customs with strong characteristics. In addition, Tencent’s pan-entertainment platform and WeChat public platform, VR and AR technology cooperation can also be launched.
Wenchuang products sold 1 billion yuan last year.
"In addition to cute, there is elegance."
As early as before the cooperation with Tencent, the Wenchuang products sold by the Forbidden City in Taobao’s online shop have become "explosive models". A series of "budding" cultural and creative products, such as the earphone of Chaozhu and the flower feather, the folding fan of "I am such a man", the bookmark of "Gege Fishing for a Rich Husband" and the tape of Yongzheng Royal Approval, have quickly become popular among young people.
Last August, the Forbidden City Taobao promoted online. In the first hour, 1,500 mobile phone stands were sold out, and 16,000 orders were sold in one day. Liu Songlin, deputy director of the Cultural and Creative Professional Committee of China Museum and deputy director of the management department of the Palace Museum, said that as of last December, the Palace Museum had developed 8,683 kinds of cultural and creative products, including clothing, pottery, porcelain, calligraphy and painting, etc. The products involved jewelry, key chains, umbrellas, bags and ties. The turnover of cultural and creative products in the Forbidden City exceeds 1 billion yuan.
"The Forbidden City always puts social benefits first, but since it is doing cultural and creative products, it is impossible not to talk about money. In just a few years, the flow of the entire cultural and creative products in the Forbidden City has reached 1 billion yuan last year, which is an amazing figure. " Feng Naien, vice president of the Palace Museum, said that 1 billion yuan is not only the sales revenue of cute doll products in the Forbidden City, but also the cultural and creative products of the Forbidden City include tourist souvenirs, books published by the Forbidden City Press, the running water of cooperation with many enterprises through authorization, and products developed by the digital Forbidden City team.
"We hope to be more precise about the demand for traditional culture represented by the Forbidden City." Feng Naien said that "Meng" is only a small series of many cultural and creative products, and more than 80% of the products are rooted in rich cultural connotations. The cultural and creative products sold in the micro-palace micro-store basically belong to a relatively elegant series. "This piece of Wenchuang product is actually using ‘ Meng ’ Series, first attract the audience around the Forbidden City. Only when you are interested in the Forbidden City will you be interested in learning about other products around the Forbidden City and find elegant products, even cool products. Through this warm and close way to the people, the culture of the Forbidden City will be spread more widely. "
Selling cute, the Forbidden City is serious.
"the flash of traditional culture in the new era"
The Forbidden City is quite serious about "selling Meng". Liu Songlin revealed that the research and development cycle of each cultural and creative product in the Forbidden City is about 8 months, and every link from creativity to product is strictly controlled. Yu Zhuang, head of the new media of the Palace Museum, revealed that when developing the theme version of the Forbidden City with the Tencent team, the two sides had to ponder over the emperor’s hat or costume for a long time, and Tencent’s R&D team was almost an expert.
Yu Zhuang said: "The biggest change in the Forbidden City in the past two years is that the mentality is more open. I hope to convey a Forbidden City with temperature through social platforms and give everyone a breathtaking Forbidden City. Therefore, a lot of content published by the official WeChat and Weibo of the Forbidden City is full of feelings and colors." The Beijing Morning Post reporter noticed that the official WeChat and Weibo of the Forbidden City Taobao are very grounded and deeply loved by young people. For example, during the Qingming holiday this year, the Weibo account of the Forbidden City cooperated with the daily work of the museum to shout to tourists: "Hello, tourists! Small advertisements for one-day trips to the Great Wall distributed in the Forbidden City area are all lies! ! ! The radio was hoarse. " A short span of several tens of Weibo without maps was forwarded by thousands of people in a short time.
"Sometimes the audience joked that the Forbidden City is getting more and more popular, like a online celebrity. I think this is the result of our joint efforts with the audience, and it is a flash of traditional culture in the new era. " Su Yi, deputy director of the Information Department of the Palace Museum, said that the Palace Museum team has tried to interpret ancient buildings and collections through the Internet through the latest digital technology in recent years, hoping to bring the audience closer and eliminate the sense of awe and distance. "We feel that the museum should not be cold, and should not freeze the cultural relics of the past here and freeze the knowledge at this moment. Otherwise, culture will become solidified or even rigid. "
In Zhuang’s view, the Forbidden City hopes that more and more people will be interested in traditional culture. "People’s understanding of museums in traditional consciousness is looking up, and it is an ivory tower structure floating in the air. In recent years, we are making a pyramid structure. First of all, we should attract more people to pay attention to traditional culture and have a strong interest in it. With interest, there is emotion. With emotional connection, you can go all the way up the pyramid and finally reach the top, that is, an in-depth interpretation and understanding of traditional culture. "
"As a concrete practitioner of a museum, we must find ways to change from a high cold state to a warm identity." Feng Naien, vice president of the Palace Museum, said. In any case, the Forbidden City, which will sell Meng, has been achieved.
Beijing Morning Post reporter Han Yuanjia