The indispensable part, especially Shan Houxiang’s personal and humorous image, further increased the firework of this century-old building.
Forbidden City’s business and reputation
In 2015, the State Council issued the “Museum Regulations”, which clearly states that “museum can carry out business activities without violating its non-profit attributes and its mission.” The support of the policy seems to the Palace Museum. The sword is in hand. Today, the number of cultural and creative products in the Forbidden City has already exceeded 10,000.
Currently on the online shopping platform, there are six related shops of the Palace Museum: the official flagship store of the Palace Museum selling tickets, the flagship store of the Palace Museum selling creative daily necessities, the flagship store of the Palace Museum selling calendar books, The flagship stationery shop selling stationery in the Forbidden City, the Forbidden City Taobao, which specializes in the Moe line, and the flagship store of the heart, which specializes in selling all kinds of court food.
The Palace Museum, which played a cross-border game, has also cooperated with fashion Bazaar, Daxiangcun, kindle and other brands to launch co-branded products. In addition to daily necessities and food, as early as 2017, Taobao of the Forbidden City proposed the idea of ”if the Forbidden City enters the world of make-up”, and this idea was officially launched at the end of 2018.
Forbidden City cosmetics product map
At that time, the Forbidden City Cultural and Creative flagship store and the Forbidden City Taobao launched the Forbidden City lipstick at almost the same time. For the cultural and creative flagship store that launched its makeup products first, Taobao Palace Museum once clarified on the official Weibo that “all the cosmetics currently on the market are not designed by us.” Although the Weibo was soon deleted, the Palace Museum Taobao It also launched makeup products and emphasized that “the above is the original of the Forbidden City Taobao.” Therefore, netizens dubbed the competition between the makeup products of the Forbidden City and “Gongdou”.
Put aside the complex background behind the two stores, what is for sure is that they both made money. The make-up products from the flagship store of Wen Chuang opened for sale in just one hour. Both lipsticks sold over 2,000, and their eye shadows exceeded 1,000. The 10-hour total sales of Taobao cosmetics in the Forbidden City exceeded 50,000 pieces, and it would like to mention sales of 5 million yuan. The twist in the middle is that one month after the makeup of Taobao of the Forbidden City went online, it was announced that it would stop production adjustment due to quality control issues and then put it on the shelves. Now it can still buy makeup products on its website.
It can be seen from the lipstick storm in the Forbidden City that although the Palace has a natural IP advantage in doing business, a little carelessness will affect its brand.