“Online” opened a hot shop, which museum is better?
Editor’s note: This article is from “First Financial Business Data Center” by author Zhang Xiaosha, editor Dong Yufei, Chen Qi.
The Mid-Autumn Festival is approaching, you may have seen the names of various museums on many mooncake boxes. For example, the Dunhuang Museum recently launched a limited gift box with a joint good shop.
Image Source: Good Shop Flagship Store
The Summer Palace is also associated with the 100-year-old Taotaoju, and the “Yuhe Box” Wenchuang Mooncake Gift Box is launched.
Image Source: Designing a Tribal Flagship Store
In the museum industry’s “net red” Forbidden City, three of the six in the Amoy shops have launched their respective Forbidden Moon cake gift boxes.
Image Source: Network
An old-fashioned, colorful museum mooncake is just a microcosm of the museum’s burgeoning business.
According to the “New Wenchuang Consumer Trend Report” released by Tmall, there are currently 24 Chinese and foreign museums stationed in Tmall to open flagship stores.
In the past year, the cumulative number of visitors to Taobao and Tmall’s flagship stores reached 1.6 billion, which is 1.5 times that of the national museum.
The “online” shop is in full swing, what about the museums earning? WhichThe museum is better?
The Forbidden City “home big business big”, the ability to absorb gold is at the top of the list
We ranked 24 “Into Amoy” museums based on the sales situation of the stores, and found that the top ranked museums are well-known museums such as the Palace Museum, the National Museum, and the British Museum.
Although I already know that the Forbidden City is “big and big,” Xiaobian still does not think that its ability to make money will be so amazing. According to calculations, the total sales of the 6th store in the Forbidden City is as high as 240 million yuan, which is nearly three times the total income of the other 11 museums. More than 6.7 times the National Museum of the “Runners”!
Why can the Forbidden City earn so? The fierce internal competition brought about by the “six sons” is perhaps a reason. The tradition of “the long battle” in the ancient courts continued in the matter of making money today.
From the timeline, the earliest “born” is the Forbidden City Taobao. As early as the end of 2008, it was already on the line of Taobao. The blink of an eye is more than “V” saying “朕 also miss you”. The creation of the Forbidden City Taobao.
Image Source: Network
After 8 years, the “Public Heart” of the Forbidden City Publishing, the Forbidden City Wenchuang and the main foods were “born”, but the birth was late but also excellent: the Forbidden City calendar published by the Forbidden City, the monthly sales can reach 6500 + pieces; the Forbidden City Wenchuang is even more embarrassing, from bookmarks, group fans to bedside lamps, everything is not lacking.
However, from the perspective of “born”, the “big brother” of the Forbidden City Taobao is not actually out. The Palace Museum and the Forbidden City Cultural Creation are directly operated by the Forbidden City. The Palace Taobao is developed by Beijing Shangchao Creative Souvenirs. Limited operation.
In the 6 Wenchuang stores of the Forbidden City, which “Age” is the most competitive? Many people may be betting on the “Forbidden City Taobao” which was the earliest circle of Meng Meng’s original circle. After all, it has been countless for 11 years. But in fact, the real money-making expert is “the Palace Museum Wenchuang flagship store”, his cumulative sales amount is more than 1.4 times the other five total. And the second elder brother “The Palace Museum Publishing Flag”The ship shop” can be said to be a model of “small voices and big fortune”. He seems to be in a state of inconsistency in learning and earning a lot of money.
In contrast, the ability to make money in the Forbidden City Taobao is not in the same magnitude as the first two. It is no wonder that outsiders will say that he has the “eldest son”, but he is not very good. It seems that the “original” level may have affected the business ability of the “National Palace Six Sons” to some extent.
The British Museum, which has a high style, the secret of making money is actually “small profits but quick turnover”
After finishing the “one brother” forbidden palace in the domestic museum industry, what about the performance of foreign museums?
There are currently three foreign museums in the “Amoy”, among which the British Museum and the Metropolitan Museum are among the “World’s Top Five Museums”, which are the same as the Forbidden City; and the history of V&A (Victoria & Albert Museum) It is 20 years longer than the Metropolitan Museum. But in terms of earning power, V&A and the metropolis can only bottom out, while the British Museum can be surrounded by a Chinese museum with local advantages, and it is the third place in the “rich list”. Where does it win?
The answer is “small profits but quick turnover.”
We took stock of the “sales champions” of various museums. The British Museum sells the best products. It is a bag of 6 yuan and is the lowest price in the “sales champion” of 12 museums.
Image Source: British Museum Flagship Store
Through further calculations, we found that products with a unit price of less than 50 yuan contributed 26.5% of online sales to the British Museum; instead, they were replaced by the Forbidden City, which is only 11.6%.
When it comes to “the way to make money,” the performance of the museum is comparable to that of the British Museum, and the former is the opposite of making money. Regardless of the average price of goods (3,870 yuan) or the price of the most expensive items (238,000 yuan), the Guanfu Museum is the most popular among the 12 museums.
This nearly 240,000-year-old “Copper Tire and Silk Foundation” has been built with the original collection of the Forbidden City as a prototype, with a variety of southern red agate, turquoise and lapis lazuli. No wonder the price is expensive.
Image Source: Guanfu Museum Flagship Store
What is the sight of the museum? It turned out that this was a museum founded by the antique connoisseur Mr. Ma Weidu in 1996. The collection includes porcelain, goldware, furniture, etc., all related to the home. The products sold in the flagship store of Guanfu Museum are basically porcelain, teapots, ornaments and other utensils with practical, decorative or collectible value, or built on famous collections, or jointly developed by famous artists.
The difference between the British Museum and the Museum of Photography in the “Live of Money” may also be related to the different museums of the two museums. The former is aimed at the mass consumers, while the latter is more of an antique fan and collector. . Players who love classical art don’t want to have an eye-addiction through the glass of the museum. It’s not a bad idea to spend a big price on a set of Emperor Qianlong! Think of it this way, 240,000 seems not expensive.
Although the museum has been on the line, it is not difficult to find out through the analysis of the previous article. The museums that play well are only a few. The “new creation” is not a panacea.
Since the Forbidden City, basically every museum has begun to sell tapes, folders and canvas bags with their own IP. The quality of the products is highly homogenized, which makes people feel a little tired. Some people say that the current museum Wenchuang is more and more like a “high-end” version of the Yiwu small commodity market. How to play the difference is a major difficulty in the museum. In addition, the operation of the museum’s IP is also confusing. The “mouthstick battle” of the Forbidden City was the characterization of this confusion.
But no matter what, the museum is still a big trend with the help of Wenchuang Huanxin. Not long ago, Tmall released the “New Wenchuang 2.0 Plan”, announcing that in the next three years, the “Museum of the Town Hall” of the global museum will be put on Tmall and cross-border cooperation with 10,000 brands. But if Wenchuang wants to play new ideas and play vitality, the museums may have to be more serious.
The cover of this articleFigure Source: Network
Data support for this article: Liu Lei