Life dataresearch report

2019 Museum Cultural and creative market data report From Research Institute of culture and economy of Tsinghua University & tmall

The following is the 2019 Museum Cultural and creative market data report From Research Institute of culture and economy of Tsinghua University & tmall recommended by And this article belongs to the classification: Life data, research report.

According to the report on market data of cultural and creative products of museums in 2019 (hereinafter referred to as the report) jointly released by the Institute of culture and economy of Tsinghua University and tmall, there is a “collective Internet tide” in museums around the world. At present, 24 museums have settled in tmall, and the Forbidden City alone has opened six stores on Taobao tmall.

The domestic cultural and creative market is developing rapidly

According to the report, in recent years, China’s Museum Cultural and creative market has shown a rapid growth trend. The overall scale of 2019 has increased three times compared with 2017《 According to the report, the vigorous development of China’s Museum Cultural and creative products market is mainly due to four driving forces: policy guidance, cultural confidence, consumption upgrading and Museum self transformation.

From the opening of Taobao in 2010 to the establishment of “palace stationery” in 2019, from the sale of eight classics around the Palace Museum to the “cute” master, the Palace Museum’s access to the Internet is the most representative epitome of the cultural and creative evolution of Chinese museums, and the Palace Museum model has become a cultural and creative model that other museums have followed. In the past two years, the Shaanxi Museum of history has launched the tangniu series, and the National Museum of China has launched the Xianzong Yuanxiao xingle series.

The Palace Museum is 599 years old and the summer palace is 269 years old. After entering the e-commerce platform, these ancient museums began to “reverse growth”, and thus gained more young fans《 According to the report, in the past year, the cumulative number of visitors to the flagship store of Taobao tmall Museum alone has reached 1.6 billion, which is 1.5 times of the number of visitors to museums nationwide. Among them, 100 million users are “post-90s”. According to the data of Alibaba retail platform, the number of consumers who actually purchased Museum Cultural and creative products in 2019 has reached nearly 9 million, an increase of more than four times compared with 2017. Young urban women with high purchasing power are the main consumers.

In addition, according to the classification and statistics of the types of cultural and creative products operated by museums, household and cultural entertainment products are still the core industries of cultural and creative products operated by museums, accounting for more than 80%“ Qianlong, Van Gogh, Zhenhuan and Tangbohu cultural IP stand out and become the real “king of goods”, which also reflects the liquidity of these cultural IP.

Global museums have a “collective cat boom”

British Museum is the first overseas museum to settle in tmall, which has attracted more than 700000 fans just after one year; In just 16 days, all the products launched by tmall were sold out.

It is understood that many museums, including the Russian Hermitage Museum, the Boston Museum of art, the van Gogh Museum in the Netherlands and the National Museum Federation of France, which are among the four largest museums in the world, will soon be settled in tmall.

Cross border derivatives provide new ideas for cultural and creative development

For a long time, museums at home and abroad are faced with the problems of single category of cultural and creative products and weak supply chain. To let young people understand museum culture, cross-border cooperation with brands has become an effective way to break the circle of cultural and creative products. Tmall provides an Internet-based solution: on the one hand, it provides a reference for the development of cultural and creative IP through big data; On the other hand, by mobilizing the in-depth cooperation between these brands and museums from design and development to production and marketing, we can solve the problems of Museum supply chain, and finally promote the commercialization of cultural and creative IP《 The report shows that the market share of cross-border derivatives in the overall cultural and creative products is as high as 72%, that is to say, the scale of cross-border derivatives of museums is three times that of their own products.

In March this year, national treasure and more than 20 brands recommended by tmall launched a number of new cultural and creative products in its “Hello history” tmall flagship store, such as petal tape, storage box and eye mask. The IP of Suzhou Museum’s four talents in the south of the Yangtze River is cross-border with the eight tea brands on tmall. In the past Tanabata Festival, China Lunar Exploration and the lollipop brand crafted carried out cross-border cooperation. With the promotion of tmall, this series of products sold 100000 copies on the day of launch in less than 30 days.

At the first tmall new cultural and creative conference, Jia Luo, general manager of tmall platform operation division, released the “tmall new cultural and creative 2.0 plan”: in the next three years, let all the “treasures of museums” in the world go to tmall, and carry out cross-border cooperation with 10000 brands. In addition, tmall plans to introduce 100 global cultural institutions, cultivate 1000 excellent cultural and creative designers with Beijing international design week, and provide cross-border empowerment of 10000 brands for cultural and creative IP. At the same time, it will launch 100 “inheritance pioneer officials” in the coming year to help break the circle of cultural and creative products.

According to the researcher of the Institute of culture and economics of Tsinghua University, cultural and creative products are the symbols of museums. The combination of cultural and creative products and the Internet enables Chinese traditional culture to be inherited among young people, and makes overseas consumers begin to favor Chinese cultural and creative products, which is also one of the manifestations of Chinese cultural confidence.

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