Zhu Chao headphones, Mommy's sewing box, and "brain-opening" Wenchuang?

When we talk about cultural heritage, China's rich history and culture always come to mind. But now, with the rise of cultural and creative industries, more and more fashion elements have the opportunity to combine with cultural heritage.

The "Meng Edition" Yongzheng statue released by the Forbidden City, the folding fan in the hand is the cultural and creative product of the Forbidden City.

Real stage show "Impression? The performance scene of the West Lake.

Wearing a gray helmet and dark green armor, these are three images of "Great Wall Warriors" recently launched by Tencent, representing Shanhaiguan, Niangziguan and Piantouguan respectively, personifying the image of the Great Wall in Wan Li. Tencent said that in the future, "The Great Wall Warrior" will launch animations and hand-made works to meet consumers. At the same time, the glory of the king team also announced to join Tencent's "Do you build the Great Wall" plan, and launched a brand-new game hero "Great Wall Guard Army" to promote the Great Wall culture.

With the deepening of cultural construction, China's cultural and creative industries have the awareness of excavating traditional cultural heritage resources. Introducing cultural heritage to the public in a way that young people like, and mobilizing resources from all sides on this basis to form a joint force to protect cultural heritage is an important direction for the development of cultural creativity in China at present.

Turn cultural heritage into IP

In recent years, the intellectual property industry has swept the country and become an important driving force for the growth of the cultural industry. IP is the abbreviation of intellectual property. Broadly speaking, it refers to literary and artistic works, cultural entities and even cultural concepts that are widely accepted and recognized by the public and have development potential. In this sense, China's famous historical and cultural heritage belongs to the exploitable cultural IP.

Make the cultural heritage into IP, and the Forbidden City is in front.

As early as 20 10, the Forbidden City opened an online shop in Taobao to sell peripheral products, but because of the traditional design style and marketing methods, it has been tepid. Since 20 14, the Forbidden City has created a number of "brain holes" around it by giving full play to its imagination and combining network hotspots and public tastes. For example, headphones made of pearls, sewing boxes for holding wet nurses, and folding fans for "I miss you too" by Yong Zhengdi, the star of cross-drama, have all won the favor of young people.

It is understood that at present, the annual sales of Wenchuang products in the Forbidden City has exceeded 654.38 billion yuan, and behind this, it is the result of the support of more than 9,000 carefully crafted Wenchuang products in the Forbidden City. At present, the collection of the Forbidden City exceeds 6.5438+0.86 million sets, including more than 53,000 paintings, 75,000 calligraphy and 28,000 inscriptions, which has become the basis for the development of cultural and creative products in the Forbidden City.

Dan Jixiang, president of the Palace Museum, said in an interview with the media that a shortcut to literary creation is to dig deep into the cultural connotation from these rich collections. For example, the collection patterns are refined into the design of cultural and creative products, or various palace elements, such as cows, horses and maids, are extracted to make creative products. As long as it is interesting and interactive enough, the product will be popular.

In the online store of the National Museum, a number of creative products also have good sales. Luminous bookmarks with golden steps, with a total sales volume of 7670. Another night lying lamp based on Ming and Qing porcelain sold 4674 pieces. According to the reporter's observation, the prices of these best-selling Wenchuang products are mostly in the range of tens of yuan, and they are fine in workmanship and quite practical. The products are made from classic collections of national museums such as Spring Swallow Bowl in Xinglin, Yulong in Hongshan, Animal Head in Yuanmingyuan and Fangzun in Siyang.

"Cultural creation+"is the inevitable requirement of cultural construction.

Taking the road of combining cultural creativity with cultural inheritance has become the extensive practice of various cultural units and a series of instructions and requirements put forward by the top-level design of cultural construction in China.

20 14 the State Council issued "Several Opinions on Promoting the Integrated Development of Cultural Creativity and Design Services and Related Industries". The opinion pointed out that it is necessary to rely on rich cultural resources, enrich creativity and design connotation, expand the inheritance and utilization methods of material and intangible cultural heritage, and combine industry and market to promote the inheritance and sustainable development of cultural heritage resources.

In 20 16, the State Council forwarded the Opinions of the Ministry of Culture and other ministries on Promoting the Development of Cultural and Creative Products in Cultural Relics Units, demanding that the cultural resources in the collections of cultural relics units should be deeply explored, cultural and creative industries should be developed, and by 2020, a cultural and creative product system with diverse forms, distinctive features, and strong competitiveness should be gradually formed.

Luo Shugang, Minister of Culture, pointed out that cultural relics units such as museums, art galleries, libraries, memorial halls and intangible cultural heritage protection centers should be encouraged to develop all kinds of cultural and creative products so that historical and cultural resources can truly "live".

Fundamentally speaking, to promote the development of cultural heritage with cultural creation, we should not only make use of the latest achievements of scientific and technological development, but also take the market-driven and innovation-driven road. To develop good cultural and creative products, we need to break away from the rigid established model and give full play to the role of the market in talent utilization, management mechanism and brand operation.

According to the introduction of the Forbidden City, the "explosive" cultural and creative products were born because a group of "toxic designers" were recruited. In the past, it was difficult to recruit a large number of professionals in a short time by recruiting fresh graduates or through parallel transfer within the system. To improve product quality, we need to break down institutional barriers, eliminate identity barriers and create an institutional environment conducive to the healthy growth and emergence of innovative talents.

For cultural units, the development and sales of cultural and creative products are also restricted by "two lines of revenue and expenditure". Nine national museums, including Shanghai Museum and Zhejiang Museum, are jointly built, and the average annual sales income of cultural and creative products per unit can reach more than 6,543,800 yuan. How to manage and use funds has become a problem. In this regard, in 20 16, the state also made it clear that the cultural and creative development income of cultural relics institutions should be included in the unified budget management of the unit according to regulations, which can be used to strengthen public welfare services, collect collections, continue to invest in development, and reward personnel performance. And mobilize funds for activities.

In addition to commercial success, there must be higher pursuit.

Although the development of cultural heritage through cultural creativity has become the consensus of the industry and the strong support of the government, the current situation is still not optimistic. Some media quoted the data of the art market as saying that in 20 16, of the 4,526 museums in China, only 2,256 had the ability to develop cultural and creative activities, and only 18 made profits, accounting for less than 1%.

Behind this situation, there is a long-term accumulation of domestic products developed around cultural heritage. The products are similar, low in cost performance and ungrounded.

Xiao Wu, a travel enthusiast, told reporters that the museum cultural and creative products currently on the market are roughly divided into two categories. One is high imitation. Although these things are good, they are bulky and expensive, so it is impossible to buy them when traveling. One is staple food, such as postcards, key chains, water cups, etc. Although there are some characteristics, this kind of periphery is generally more expensive. If it's not done too well, it won't make people want to spend.

"Buying around Wenchuang is not about buying practical products. What I want to buy is the cultural connotation behind the item. This is very important. " Xiao Wu said.

In addition, compared with museum collections and other physical cultural heritage, China's mountains, lakes, historical projects, traditional arts and other cultural IP. Due to the relatively broad concept and unclear attribution, the cultural development is insufficient.

Since 2003, the "Impression" series of stage shows have swept the country. Lijiang, impression? Sister Liu, what's your impression? Dahongpao and other products sell well all over the country. This kind of live stage show with tourist destination as the background is intended to show local cultural characteristics through top domestic directors and performance teams. But at the same time, this series has also caused a lot of controversy. For example, Impression with an annual profit of more than 60 million? The West Lake has really achieved commercial success. However, the risk of stage construction destroying the traditional landscape and ecological environment of the West Lake has also aroused many people's concerns. When developing cultural and creative products, how to achieve a win-win situation among business, culture and ecology is also a problem worthy of consideration.