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Museums mint money from merchandise

2019-02-17 00:00:00 作者:admin 栏目:未知
TaobaoExperienceStore,locatedoutsidetheShenwumenPalaceMuseum,isfullofcreativeproducts.(PhotoprovidedtoChinaDaily)

Assortedmodernsouvenirsretellpaststoriestoculturalbuyers,boostrevenue

MuseumsinChinaareincreasinglyexploitingthepoweroftheintellectualpropertytheyownthroughmerchandise.

Art,figurines,icons,replicasofjewelry,andvariousproductsprintedwithdesignsorimagesofancientobjectsareallfindingbuyersinthesouvenirmarket.

ZhaoXinhao,31,isonesuchculturalconsumer.Agovernmentemployee,sherecentlypartedwith199yuan($29)tobuyapairofearringsinshapeofguzheng(Chinesezither)strings.TheearringsmakeherfeelmoreChinese,Zhaosaid.

AmongherotherfavoritesareanotebookwithprintedquotesofEmperorYongzheng(1722-35)inQingDynasty(1644-1911),Chineseprincessdolls,andadhesivetapespaintedwithimagesofBeijing'sPalaceMuseum.

ToownsouvenirswithChineseculturalelementshasbecomesomethingofafashion.Moreandmoremuseumsarejumpingonthebandwagon,usingtheircollectionstocreategoodsthatcanmeetmarketdemand.

"Suchproductsconveyasenseofdelicatedesign.Theyareaffordableandtheirqualityisn'tbad.Newproductsarereleasedeverymonth.Ijustcan'tstopbuyingthem,"Zhaosaid.

LiYuanyuan,31,anentrepreneurintheculturalindustryinBeijing,saidherpersonal"collection"nowincludestheentirerangeofcollectiblesrelatedtothePalaceMuseum.Shespendsmorethan10,000yuanonaverageannuallyonsuchgoods.

Herfavoritesincludelimited-editionbagsandnecklaceswithintricatepatterns,whichshewearstoeventsoverseas,sothat"peoplecantellwhereIcomefromatfirstsight".

GuoYing,21,acollegianinXianyang,Shaanxiprovince,saidalthoughshebuysloadsofanimationproductsandgames-relateddollsorpillows,whatgivehertruejoyaretheadorablelittleobjectssheboughtatvariousmuseums.

ThePalaceMuseum,alsoknownastheForbiddenCity,houses1.86millionculturalitems.China'simperialpalacefrom1420to1911,themuseumispopularamongtourists,artists,architects,researchersandhistoriansalike.

Inrecentyears,themuseumbeganharnessingthepotentialforrevenuefromsouvenirs.Itslimited-editionsetoflipstickcaseshascolorfulminiatureimageryofbutterflies,deerandblossoms.TheyshowcasetraditionalChineseroyalaesthetics.NosoonerhadtheironlinesalebeguninDecemberthantheysoldout.

Salesofthemuseum'sculturalandcreativeproductsgrewfrom600millionyuanin2013to1billionyuanin2016.Merchandiserevenuefor2018isestimatedtoreachabout1.5billionyuan.

LiuDongming,amarketingexpertfromTencent'sintelligentmarketingdivision,saidthemuseum'sfame,coupledwiththelargenumberofitsvisitors,haslaidasolidbaseforthemerchandisebusinesstoboom.

Besides,thenewlylaunchedproductsareverycreativeandhaveutilityvalue,hesaid.

InMay2016,thegovernmentreleasedadocumenttoencouragecultureandrelics-relatedinstitutions,suchasmuseums,galleries,libraries,andmemorialhalls,todevelopculturalandcreativeproducts,inabidtointegratetraditionalcultureintomodernlifeandmeetdemandamongconsumersforculturalmerchandise.

Bytheendof2017,about2,500museumsandotherculturalinstitutionshaveproducedsuchproducts,whichincludeearphonesintheshapeofcourtbeads,scarvesdecoratedwithfamouspaintings,andfunnyemojissuchasaChineseemperorholdingaroseandathickpaperfanemblazonedwiththewords"Imissyoutoo".

"Generally,theideaofamuseumconveysasenseofheavyordullhistoricalobjectscoveredwithdust.Butusingmoderndesignandtechnology,thepowerinsuchobjectstostirculturalpridecanbeharnessed.Merchandise,inturn,givessuchobjectsaddedsignificance,"saidJiGang,partnerofconsultancyfirmRolandBerger.

FromJanuarytoOctober2018,thenumberofnetizenswhosearchedfor"museum"onTmallandTaobao,China'smajore-commerceplatforms,rose2.15timesfromthesameperiodin2016.Amongthem,about90percentwerelookingforculturalandcreativeproducts,datafromTmallshowed.

About76percentwerefemaleconsumersandmorethan30percentwerepeopleaged19to25,itsaid.

Jifurthersaidsomemuseumsnowhaveteamsofdesignersandsalespeoplededicatedtotheirmechandisingbusiness.Someinstitutionscooperatewithotherfirmstodevelopsuchproducts,earningcopyrightfeeintheprocess.

AlthoughnascentinChina,culturalproductsareapopularbusinessintheWest.Aboutone-thirdofrevenueoftheMuseumofModernArtinNewYorkcomesfromIP-relatedproducts.

Similarly,BritishMuseum'srevenuefrommerchandisereachedabout$200millionin2015.Withoutentrancefee,alargepartofitsrevenuecomesfromculturalandcreativeproducts.

Themuseumsellsabout60productsthatarebasedontheRosettaStonealone,Jisaid.

So,museumsmusttrytomakeuseoftheirmostfamouscollectionswiththehelpoftopglobalexpertsinthefield.Theyshouldresearchconsumerdemand,andcomeupwithproductsthatcanretellpaststoriestothenewgeneration,Jisaid.

AccordingtoHeYizan,CEOofAlfiloBrands,aShanghai-basedfirmdealinginIP-relatedproducts,China'sper-capitaGDPin2017exceeded$8,000,whichisconsideredthethresholdwhencitizensstarttocaremoreaboutaesthetics,cultureandspirituallife.

Clearly,Chinahasenteredaboomperiodforartconsumption,hesaid.

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