How can cultural and creative refrigerator stickers become the "top stream"
2024-11-11
The cultural connotations behind cultural relics have been further excavated and disseminated, and people's genuine identification and love for traditional culture are the underlying reasons for the current popularity of museums and museum cultural and creative industries. Set the alarm, fill in the information in advance, and when the time is up, tap the phone screen fiercely... grab, grab, grab. This time we are not competing for train tickets or tickets to popular scenic spots, but for refrigerator stickers. Two cultural and creative Phoenix Crown refrigerator stickers from the National Museum have sold 145000 units in the past 3 and a half months, but are in short supply; The Tiangong Zaojing refrigerator stickers launched by the Beijing Museum of Ancient Architecture require online registration three days in advance, with a daily limit of 400. These two products are referred to by netizens as the "ceiling" of refrigerator stickers, and both Chinese aesthetics and exquisite craftsmanship have "grown" in the hearts of consumers. To obtain them, we can only rely on grabbing them temporarily. In recent years, there has been no shortage of popular cultural and creative products in museums. From the Chaozhu headphones at the Palace Museum, to the archaeological blind box at the Henan Museum, to the doll "Horse Treading on a Flying Swallow" at the Gansu Provincial Museum, dignified and serious museums are becoming more and more adept at playing. People want to bring home these exquisite, cute, or imaginative products because they not only carry memories from their travels and play the role of "little joys" in life, but also because they have cultural attributes that make people admire the beauty and richness of Chinese culture. How popular is the "Top Stream" in the New Jin Dynasty in terms of museum culture and innovation? How popular is the "Top Stream" in the Tiangong Zaojing refrigerator? Before entering the entrance of the Beijing Museum of Ancient Architecture, a notice came into view stating the reservation method for the refrigerator sticker in the Tiangong Zaojing area. Only those who have successfully made an appointment can purchase it at the cultural and creative space. At 11 o'clock in the morning, the cultural and creative space was crowded with people. Hu Tingting from Dongcheng District, Beijing was fortunate enough to grab it. "As soon as it was pre-sale time, I tried my best to swipe my phone, and within a few seconds, 400 of them were gone," she said. Driven by it, cultural and creative products such as Panlong Zaojing refrigerator stickers and central axis quicksand refrigerator stickers are often out of stock. This is definitely not hunger marketing Xue Jian, the director of the Beijing Museum of Ancient Architecture, said that adopting online reservation and offline sales is a last resort. This refrigerator sticker is complex to make, using traditional enamel coloring techniques combined with glass paint coloring. Currently, there are three production lines, and the maximum daily supply is only 400 pieces. Although the manufacturer has added two production lines, they are still in the stage of sample production. They will increase production while ensuring quality. In the early stage of offline sales, some viewers came to queue up at 5am just to buy it, and there were too many people queuing up, which even affected the surrounding traffic. We had no choice but to change our sales method, "Xue Jian said helplessly. The skyrocketing popularity of the Tiangong Zaojing refrigerator sticker caught Xue Jian off guard. In February of this year, the Cultural and Creative Space of the Ancient Architecture Museum began operating to the public. In April, despite the popularity of the opening of the "Number One Warehouse in the World" Xiannongtan Shencang architectural complex, refrigerator stickers were put on shelves and did not receive much attention. In July, with the successful application of Beijing's central axis for World Heritage status and the peak of summer visits, the daily passenger flow of the Ancient Architecture Museum repeatedly reached new highs. Coupled with the help of the internet, the Tiangong Zaojing refrigerator sticker has become increasingly popular. Xue Jian said that this product has sold nearly 10000 units with sales exceeding 4 million yuan. Compared to the Museum of Ancient Architecture, the National Museum is a pioneer in the cultural and creative industry, always able to create explosive products to surprise audiences. The phoenix crown refrigerator sticker designed based on the Nine Dragon Phoenix Crown of Empress Mingxiao Duan in the museum's collection has become the "best-selling crown" created by Guobo News in the past 20 years. Launched on July 1st, the first batch of 3000 wooden phoenix crown refrigerator stickers sold out within a day and a half. At present, around the Fengguan IP, Guobo has successively developed more than 10 series of products such as laptops, badges, and ice cream, all of which have won the love of consumers. Refrigerator stickers that are visually appealing, take up no space, and have a place to stay wherever they go have always been popular souvenirs. However, earlier refrigerator stickers were mostly based on landmark buildings or representative landscapes, with simple designs and rough production. Nowadays, refrigerator stickers have undergone a transformation, not only with exquisite and innovative creativity, but also with exquisite craftsmanship that is suitable for appreciation and storage. The Tiangong Zaojing refrigerator sticker retains the original 5-layer structure, each layer can be separated, and the bottom layer is specially designed with a luminous effect. The components are not large, but they are heavy and textured, which can be called "heavy industry"; The wooden phoenix crown refrigerator sticker is made of three layers of wood material stacked together, which can emit a metallic luster. The "red and blue sapphires" embedded on the crown need to be pasted purely by hand; The refrigerator sticker of Hangzhou Museum's shadow blue glaze red high foot porcelain cup, which is also popular on the Internet, accurately restores the cultural relic cracks and the "pink powder blusher" halo effect; The vase refrigerator sticker of the Xizang Museum can be inserted with a real flower... It is not difficult to see the brilliance of the refrigerator sticker track, and now the museum's cultural and creative products have already "rolled" to a new height. From daily household items to stationery, clothing accessories, creative toys, tea, coffee, and cold drinks... The richness of products is dazzling, and there are always fun, interesting, and well made products that touch the hearts of consumers. The popularity of museum cultural and creative products relies on the improvement of design and manufacturing levels, and cannot be separated from online dissemination. However, the most crucial aspect is the exploration and interpretation of the value of cultural relics themselves. Xue Jian said that the cultural and creative products taken away by the audience after visiting the museum are actually cultural carriers, carrying the cultural connotations behind the collections. Take the prototype of the Tiangong Zaojing refrigerator sticker, Wanshan Zhengjue Hall Tiangong Zaojing, as an example. It is the treasure of the ancient architecture museum and has always been known as the "most beautiful Zaojing". This coffered pit was originally a building component of Longfu Temple and is a masterpiece among the existing Ming Dynasty coffered pits in China. Looking up, the cloud patterned framework echoes the ancient imagination of heavenly palaces, towers, and gods. Pay attention, the top layer of the well cover layer is painted with a map of 28 constellations, with more than 1400 constellations in total. According to expert research, the number and location of these constellations are quite accurate, and the intelligence of ancient people is amazing. "Listening to the guide's explanation, the audience was amazed by the Tiangong Caijing. With the increasing emphasis on the protection and inheritance of traditional culture by the country, the cultural connotations behind cultural relics have been further excavated and disseminated. People have a genuine identification and love for traditional culture, which is the underlying reason for the current popularity of museums and museum cultural and creative industries. The successful application for UNESCO World Heritage status for the Beijing Central Axis this year has brought more people to know about Xiannongtan and to visit the ancient architecture museum located here. It is this attention that has led to the unexpected popularity of the Tiangong Zaojing refrigerator sticker. After the refrigerator sticker became popular, it has attracted more visitors to the ancient architecture museum. Xue Jian said that the highest daily passenger flow of the ancient architecture museum was 6000 people last year, and this year it has risen to 8000 people. The average daily passenger flow during the National Day holiday is over 5000 people. In Xue Jian's view, the "main battlefield" of museums has always been exhibitions. Nowadays, cultural and creative industries are loved by audiences and have become the "second exhibition hall" of museums, serving as an extension of collections outside the museum. We must rethink how to better achieve a positive interaction between exhibitions and cultural and creative industries. Only by making the cultural relics collected in museums, the heritage displayed on vast lands, and the words written in ancient books truly come to life, can we better spread excellent traditional culture. At the National Museum, the popularity of the Phoenix Crown refrigerator sticker has also brought popularity to its prototype - the Kowloon Nine Phoenix Crown of Ming Xiaoduan Empress. In ancient Chinese exhibition halls, people lined up in long lines just to see its true appearance. The relevant design team is currently exploring a new model of "exhibition and creation integration", which involves deriving good cultural and creative products from collections, and then returning the products to the collections, allowing people to better understand the value of cultural relics. On September 27th, an "AR Metal Phoenix Crown Refrigerator Patch" was unveiled, and viewers can "wear" the Phoenix Crown by scanning it with their phones, enjoying its details without any blind spots. Xue Jian believes that the shortage of refrigerator stickers reflects to some extent that current cultural and creative products cannot meet people's consumption needs for cultural products. The market needs more popular products, but there is no universal code for manufacturing popular products. If there is any experience worth summarizing, it is the cultural and creative authorization cooperation model between museums and cultural and creative enterprises. Cultural and creative companies are responsible for the design, development, investment, production, sales and operation of related products, while museums authorize cultural IP and manage cultural and creative spaces. "Xue Jian introduced that there are currently three design teams responsible for the development of cultural and creative products in the ancient architecture museum. In addition to some collections and ancient buildings, they also plan to excavate the historical and cultural significance of Xiannongtan, and develop cultural and creative products for Jietian, which is known as the "one acre three fen land". Starting from next year, we will no longer apply for financial support for the cultivation and revitalization of farmland. Instead, we will adopt an IP authorized market-oriented operation model, openly solicit cultural and creative companies, develop agricultural culture themed cultural and creative products and related activities, and strive to bring more surprises to everyone
Edit：He ChengXi Responsible editor：Tang WanQi
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