This article is from the sharing of the guests in the 2019 New Business Open Class Nanjing Station. In the second half of the year, “Opening Up” will continue to hold offline courses in many cities across the country, and will show you the business big coffee, and quickly grasp the new wind direction in the second half of 2019. Your city, we are here!
In recent years, the “Forbidden City” has changed its serious image in the past. It has not only cooperated with many local museums to hold exhibitions, but also filmed, variety, and developed products around Wenchuang. After a wave of operation, the Forbidden City became very “grounded”, re-energized, and once again entered the public’s vision, and integrated into people’s lives from multiple dimensions, so that people’s lives are immersed in the culture of the Forbidden City. It is getting better and better.
The Palace Museum Culture is a subsidiary of the Palace Museum. It inherits the royal history and culture, creates good goods for the country, and allows the palace culture of the Forbidden City to enter the lives of consumers, and build products that enhance the confidence of the Chinese people and let consumers Experience the genes of traditional culture and enhance the happiness of life. Its products, Li Bingbing, Jin Ruiqi, Zero Consummation Handbags, Tencent Home New Domestic Products, and Rebecca’s “Imaginary” Handbook Series have been well received by the public. In this “opening up” new business open class Nanjing station, Ma Xiyuan, deputy general manager of “Forbidden Palace Court Culture” also visited the site and told us how to build a cultural IP to enhance the good life.
So, what is cultural IP? Ma Xiyuan said: Cultural IP refers to the connection and fusion of cultural products. It has high recognition, self-contained flow, and strong liquidity. It is a cultural symbol with a long period of realization, and can be marketized and commercial. Chemical.
IP is the contest: the ordinary mug selling market sells 10 yuan, and when you join the cultural empowerment, you can sell it for about 100 yuan. IP is traffic: The official micro-fans of the Forbidden City are nearly 7 million, and their traffic is no less than a popular star. IP is sales: joint venture with the fashion big IP Rebecca launched for sale 3Ten thousand copies of the hour are sold out, and the variety show “Up the New Palace Museum” premiered on the TV side, ranking first in the country, and the Internet popularity value was once at the top of the list… These are the influence of the Forbidden City IP.
Why is the Forbidden City IP so successful? The reason is that it will be upgraded to emotional identity based on the identity of Chinese culture, convey the positive energy and happiness in life, and finally integrate the Forbidden City court culture into the lives of the people, lead the Chinese people’s lifestyle, create a cultural heritage, have Taste the beauty of life, and thus enhance people’s happiness in life.
Today, the Forbidden City has hatched two sub-IPs, “I like the world in this palace” and “The Legend of the Beast”, “Rui Beast”, “Auspicious Meaning”, “Texture”, “Architecture”, ” A series of product IPs such as calligraphy and painting. So, how do you incubate your IP and close it in a closed loop to better create a better life? Ma Xiyuan explained the details from the four aspects of product, content, marketing and users.
First of all, products are the link between good life and cultural IP. We need to integrate the traditional culture of the Forbidden City into the daily wear of users, and integrate traditional elements and trends into the scene of life. Such as the production of “Rui Xian crane” shirt, the creation of the Palace Museum makeup, jewelry, hand accounts, and even with Volkswagen launched a car unicorn map hanging screen. These products are integrated into the public life from all aspects.
In terms of content, IP can be assigned more product identifiers. The pictures of the cultural relics in the Qingming River on the Qing Dynasty were printed on the clothing, and the series of “Jifu Resurgence” was created. The elements such as red wall green tiles and pavilions in the palace building can also be added to the writing and other cultural creations. Among the products. These elements are good IP content for the product.
In marketing, in addition to inviting stars to do endorsements for diversion, they have to talk about the cross-border journey of the Forbidden City. Not only launched with the global designer platform ICY, the “Resurgence of Jishui” activities, but also jointly launched the Forbidden City filter and photo beautification customization with “Meitu”, and also created the offline experience store and Lebao with “Useless Enjoyment”. Beer launched peripheral products, built subway culture walls, etc. These cross-border joint activities attracted many users and achieved quite beautiful drainage data.
Users, the Palace Palace culture adopts the strategy of e-commerce + new media, invites high-quality, or high-traffic stars to endorse, while arranging a full-scale media matrix, which will attract users from multiple dimensions. Maximize quantity.
Conclusion
For the future development direction of the big IP, Ma Xiyuan said: To learn from the inheritance of the family culture, to see the cultural confidence of the Chinese. To integrate culture into life (the palace of Beijing), to rise to the combination of time IP (the palace of China), and then to integrate with the international exchange (the palace of the world). The Palace Culture of the Forbidden City will continue to work hard and innovate, and realize the use of “new” to guard the traditional Chinese culture!