Get up in the morning and take a sip of water in the mysterious priest's glass, pick up the mobile phone with the Egyptian Pharaoh's mobile phone case, carry the Rosetta stone shoulder bag with the Egyptian keychain on the back, and finally open a folding umbrella in the Kanagawa surf... If you have someone around you who has all the above items, then he must be the "iron powder" of the British Museum.
Today, the Tmall flagship store at the British Museum is open for only one month. More than 17.2 million fans, only 3 stocks with inventory, and tens of thousands of items sold made the British Museum's official business debut in China a good start.
As one of the four major museums in the world, the British Museum was established in 1753. It is also 265 years old. The collections are mainly composed of books, historical relics and ancient works of art. The number is more than 8 million pieces, including a large number. Ancient Egypt, ancient Greek and Roman, and ancient Chinese artifacts. At present, the part it exhibits only reaches 1% of the total collection. But since 2016, this “high-profile†museum has begun to expand its second industry in China – not only the peripheral products designed according to the collection of cultural relics, but also the cross-border technology, clothing, beauty and stationery industries.
And all this is inseparable from a Chinese company standing behind it - Pinyuan Wenhua. It was in 2016 that the British Museum was introduced to China.
Founded in 2013, Pinyuan Wenhua is located in Shanghai. Its main business is to buy out long-term exclusive licenses for IP in China, such as Hollywood film and television, Western top museums, and the second development of IP by its own design team. Product realization. Wenyuan claimed to be the first company in China to focus on the world's top art, entertainment, culture and other IP licensing and operations. Based on its understanding of the Chinese market, it is good at grafting overseas IP and Chinese brands and putting products on the market. To the market.
In the past three years, Pinwon Wenhua’s exclusive licenses for entertainment include BBC Earth, which has released popular documentaries such as Earth Art and Blue Planet, and Pella, which has released films such as Zombie World War. Mengying and so on. Its licensed products are various. On January 5, 2016, after the British film "Sherlock" was released in China, Pinyuan Wenhua cooperated with the daily chemical company P&G to design Oral-B with film elements. Double tube toothpaste. During the release of Paramount Pictures' "Zombie World War", Pinyuan Wenhua also held various offline activities and launched a variety of peripheral licensed products.
The museum is also one of its main businesses. Today, Source Wenhua has covered the IP of many first-line museums such as the V&A Museum, the Boston Museum of Art, the National Gallery of Britain and the British Museum.
In the view of the source of Wenhua, the museum IP has a wide range of uses - not only tourist souvenirs, but many foreign fashion brands often cooperate with museums to incubate more project-oriented projects. Take the V&A Museum as an example. It hosted Alexander McQueen in 2015 and achieved great success. In 2017, the Balen family also organized the exhibition in the same pavilion. Dior will also cooperate with the museum to hold the exhibition. .
These attempts have given the museum IP more opportunities to land, and there are many possibilities in trying new technologies and games. For example, Shinagawa has launched an offline experience museum called “Impressionism: Instant, Color and Reality†for the Boston Museum of Art. Next, it will introduce the theme of “2018 is the 50th anniversary of human landing on the moonâ€. The largest aerospace museum, launching aerospace, moon landing and other themed activities.
“The IP of the museum is often not limited to ordinary cultural and creative products, and more output is something that can be more closely linked to our lives.†Jiang Lei, head of the marketing department of Pinyuan Wenhua, was interviewed by an interface reporter. Talk.
The same is true for the introduction of the IP of the British Museum.
The IP of the British Museum
In the eyes of the industry, the development of the British Museum in China is not a traditional way.
In the past, the traditional practice of cultural IP realization was mostly to label the product directly with IP, but this form is no longer attractive to Chinese consumers today. According to the introduction of Wenyuan Wenhua, the introduction of the British Museum is more about the second translation of the history, collections and pictures contained in its collections, which will be conveyed to the Chinese market.
For this, consumers can get a feel for the details of the products in the British Museum Tmall flagship store. For example, in the product details of the "British Museum Collection Elements Folder" that it launched, there is an introduction to the collection - "Egyptian mural folder: Undead Book · Ani's grass paper. Egypt, the 19th Dynasty, about 1250. The words are also marked with the collection number.
In addition, qualified operators must learn to determine what collections of museums can be designed to derive from the surrounding, and which products will be more in line with the needs of art consumers.
According to Pinyuan Wenhua, every time they cooperate with the museum, they will seek foreign research and design and the fashion trends of the institutions to provide "foreign aid", the company itself also has a trend research team. According to the team's annual research on the theme of the design world, the in-depth study and analysis of popular colors, the company will come to finalize the product theme that should be launched this year, and select the corresponding collections to conduct research and design again.
“We released eight product lines this year, including the Japanese Kabuki series and the Ocean series. Coincidentally, shortly after the launch of the Kabuki series, the Jianghu Museum promoted it as the main promotion item of this year. Chanel also released a series of marine-themed costumes in April this year, which also proves that our trend forecast is relatively accurate." Jiang Lei added.
However, Jiang Lei said that these derivatives in the past can only be regarded as narrow artistic creations. Nowadays, the IP of the British Museum has been realized, and it is seeking to deepen cooperation with various industries.
Under the authorization of Wenyuan Wenhua, the British Museum has successively cooperated with the travel bag brand ITO, Xiaomi mobile phone, Mito mobile phone, e-reader Kindle, stationery brand Chenguang, beauty brand L'Oreal, Chinese clothing brand Mark Huafei, two or three things, secret fan All of them have launched joint-name products, among which 12 products are co-operated with Mark Huafei.
The way to market these products is usually to “control productionâ€. For example, Mito Mobile has introduced the V6 British Museum Limited. These cooperations are in line with the current trend of consumers pursuing individualization and Chinese brands going to sea. More and more Chinese technology companies and consumer goods are beginning to pay attention to the management of brand culture on a global scale. For example, Huawei Mobile has also launched a special photographic exhibition “From Self-portrait to Self-expression†in conjunction with the world-renowned Saatchi Gallery.
“We are the first brand in the domestic mobile phone field to cooperate with the British Museum. This is a new attempt for both parties. The British Museum has added more artistic charm and cultural heritage to the Mito mobile phone.†Ren Zhonghui explained to the interface reporter.
On the other hand, the museum will also carry out its own propaganda to expand the influence of IP. From May 14th to 18th, 2017, Pinyuan Wenhua teamed up with Tmall to launch a live broadcast of “Museum of the Museum†at the British Museum, bringing 19 million passengers to the British Museum's partner business within 5 days. . On June 29th, the British Museum held the “Hundred Things Exhibition: World History of Concentration†exhibition at the Shanghai Museum. It was also the 9th stop of the British Museum World Tour.
Through the cultural integration of products, China's cultural and creative market is constantly self-renewing. In fact, from a global perspective, it is now parallel to the Renaissance and consumerism, at least in the design industry.
Overseas, the museum has always been the inspirational library for designers. In recent years, Gucci has used many elements of Roman culture and Renaissance in the museum, and Chanel used the design of the Greek Museum in the spring series, and this year used the Japanese Kabuki. These design elements with distinctive regional cultural characteristics can enter the national markets through various physical stores and digital channels.
Just for China, borrowing historical development products that meet the current aesthetic standards is still in its infancy, but the market potential is huge. In the world, the country with the largest proportion of museum authorized products consumption is the United States, with about 90 million person-times. At present, in China, the number of people who have such consumer demand can reach 109 million. Whether it is from today's consumption level or the consumption consciousness of art goods, China is in the rise of the cultural and creative market.
This is why the joint exhibition between national museums has become more and more. The British Museum has also established its own WeChat and Weibo official accounts in China. At the same time, Chinese online KOLs such as “Gu Daupu†and “Yuqian Yujie†have also accelerated the museum’s attention and accelerated the British Museum. Speed ​​of promotion in China.
Museum's "scale"
However, at present, the path of the British Museum has not been imitated too quickly.
In fact, many of the world's leading museums already have a cultural and creative business, but these businesses are often difficult to go overseas. In February last year, the Metropolitan Museum of Art in New York published the collection resources of the museum in the form of images. Anyone can download and share the high-definition images of these artworks free of charge, and the National Gallery of Art. MoMA, the National Museum of the Netherlands, etc. are also open to related services. Most of their global business is stuck in cultural propaganda, and the self-produced Wenchuang products have not entered China officially.
When consumers fail to truly accept an exotic culture, they are likely to simply spend money on the hunch or follow-up mentality, even if people have invisibly passed on their aesthetic value. The reason is different from the understanding of the museum in the East and West. Scholar Pan Yao said in the article "Analysis of Children's Education in Museums", "Western museums emphasize the artistic imagination and creativity of human beings. In China, museums are often considered to be centered on 'things'. This has also affected the promotion ideas behind Wenchuang products - in China, overseas IP including the British Museum will experience longer market education and brand precipitation.
In addition, foreign museums also face competition from their Chinese counterparts. As far as China's domestic museum market is concerned, the Palace Museum, the National Museum of China and some local museums have achieved good results in the field of cultural and creative fields in recent years. More than 9,170 cultural and creative products have been developed in the Forbidden City Museum. According to "Geisha and èµ£" ã„‰æ“ é¾…æ°–è© ã„‰æ“ æ‹‡ 拇 拇 拇 拇 拇 拇 拇 拇 拇 拇 拇 拇 拇 拇 拇Because of the same roots, Chinese consumers are more familiar with the stories behind these local museum products and have higher viscosities.
Behind different museums, there are also management styles and styles of different state institutions. Since the Palace Museum and the National Art Museum of China are still within the scope of state-owned enterprises and central enterprises, they are still cautious in the expansion of the commercial sector. Some private or private Western museums are more open, and they will study income-generating methods in case of insufficient government funding.
In fact, the National Palace Museum only took back the main design right of Wenchuang products in 2013, and then formulated a set of “three elements†principle of the IP of the Forbidden City: elementality, story, and inheritance, that is, each product is prominent. The elements of the Palace Museum's exhibits must be able to tell the story and meaning behind it, and it is easy for the public to accept. Sometimes, however, commodity and historical accuracy are not so easy to balance. In order to better present the effect of the goods, the Palace Museum has launched a "Beads Headphones". In order to enhance the aesthetics and practicability of the products, the products are reversed in the way of designing the beads. However, this move caused a lot of dissatisfaction from historical and cultural researchers at that time, even though its sales volume was still considerable.
In this case, it is especially important to learn how to avoid over-development of IP and to convey more accurate historical and cultural information to consumers. Especially for museums with a national character like the Palace Museum, the launch of Wenchuang products is not only to obtain commercial benefits, but also to shoulder social responsibilities. As a result, many national museums still choose to take IP development rights in their hands when launching cultural products, which is different from the more flexible and free practice of the British Museum today.
Faced with the choice of two ideas, a Chinese consumer told the interface reporter: "The output of culture is the most acceptable, although these life products with museum IP can meet the artistic needs of ordinary people, but in In the process of IP realization, it should be noted that after all, museum IP is still a kind of elegant art, and products like toilet lids are better not to become Wenchuang products."