The Forbidden City IP is favored, and the education company will join the popular IP to become a new trend?

Editor’s note: This article is from WeChat public account “Blackboard Insight” (ID: heibandongcha), author Unicorn.

After the National Palace Museum became popular, the education company began to do it.1416 In the year of Yongle (14th year), Ming Chengzu Zhu Xi awarded the capital to Beijing, and ordered the construction of the Beijing Palace in the same way as the Nanjing Imperial Palace. This opened the history of a 600-year-old building complex. The history of the sea, the historical changes, and now mention the Forbidden City, people are familiar with not only 600 years of history and culture, but also a series of cultural products that re-energize in the new century.

Today, we don’t talk about history, nor do we talk about Wenchuang. Let’s talk about the education companies that took the ride in the Forbidden City to see how they are combined with the Forbidden City. Going out of the path of inheritance of an IP+ culture?

01, The Super IP Road of the Forbidden City

The Forbidden City has been a hot spot for tourism history and culture since its opening to the outside world, but the big IP that really becomes a phenomenal level still needs to be counted from 2014.

On August 1st, 2014, the Forbidden City Taobao’s popular portraits made the Palace Museum subvert the image of the serious traditions of the past, but appeared in front of the public in a “selling” attitude. In this regard, the Palace Museum opened its own super IP journey. In 2017, the total income of all Wenchuang products in the Forbidden City reached 1.5 billion yuan. By December 2018, the National Palace Museum had a total of 11,936 cultural and creative products. Diversified cross-border cooperation has made the “high-cold” Forbidden City a veritable top-level traffic. The strong brand appeal of the Forbidden City has also attracted many attentions, and educational companies are no exception.

After the National Palace Museum became popular, the education company also began to do Age distribution and gender distribution After the palace is popular, education The company also started to do geographical distribution

According to the Baidu Index analysis, the audience target image of the Forbidden City is basically similar to the audience target image of the education company. Most of them are women, and most of them are 30 to 39 years old, and more than 50% are distributed among people with higher consumption in first-tier cities.

02,Education company’s “Forbidden City” tour

After the Palace is popular, the education company has also begun to do

Based on the strong brand influence of the Forbidden City, coupled with the super-high degree of overlap between the two parties, educational companies have started a journey of cooperation with the Forbidden City. According to the incomplete statistics of the blackboard, from the end of last year to now, there are already seven companies and the Forbidden City. The cooperation content also covers experience courses, book calendars, event activities and other aspects.

On the one hand, the education company has the need for exposure, and can rely on the IP value of the Forbidden City to attract more traffic and expand its influence; on the other hand, the Forbidden City is also through the diversification of the education company. Ways and means of technology, let the Forbidden City culture out of the red wall.