Green horse "out of the circle", the museum's cultural and creative "roll"

This is a photo -spelling photo: the picture above shows the cultural relics bronze running in the exhibition hall of the Gansu Provincial Museum; the picture below is the cultural and creative product of the copper Benma element taken in the Gansu Provincial Museum (taken on May 13).

The "Treasure of the Town Pavilion" of the Gansu Provincial Museum -Tong Benma, also known as "Ma Steel Feiyan", was unearthed in the Leitai Han tomb of Wuwei City, Gansu Province in the 1960s, and was identified as a Chinese tourist symbol in 1983.

The copper -running horse has a peculiar shape and beautiful and beautiful. For example, it is flying in the air and superb birds, showing the rich imagination and superb casting technology of ancient Chinese artisans. In recent years, the Gansu Provincial Museum has launched a series of cultural and creative products with the theme of copper horses, allowing cultural relics to enter life and loved by people. Xinhua News Agency reporter Chen Bin/Photo

Gansu Provincial Museum Cultural and Creative Product "Ma Sa Feiyan". Interviewee confidence

In order to get a "Ma Steel Feiyan" doll pendant on the entire network, Yang Haoyi, a Gansu guy after 00, even found a "relationship" -onor who asked the staff of the Gansu Provincial Museum to help him buy it.

"Eye edge is very important". At the end of June this year, when the first cultural and creative festival in Lanzhou saw "Ma Sa Feiyan" for the first time, Yang Haoyi was by this "green horse" porcelain teeth and it stepped on Feiyan. The "brisk" action was captured. He felt that at present, he needs this kind of gadget that he can decompress.

After 44 days, "Ma Tap Feiyan" successfully started. Yang Haoyi hung it on the schoolbag for the first time, and replaced WeChat avatars with the image of "Green Horse". In other cities, he will also take a photo with the local landmark building with the "Green Horse", and at the same time, he will also meet the requests of other tourists to take pictures or "touch" Green Horse.

"There is a sense of pride in taking the national treasure home, and the feeling of recommending the national treasure and letting the national treasure walk into everyone's life." Yang Haoyi's heart, "Green Horse" is also exposed to cultural confidence.

With the national tourism symbol, the east Han Tongma, as the design prototype, the cultural relics are anthropomorphic, and the interesting personality characteristics are added. Essence On the line, hundreds of thousands of likes and reposts are available; offline, the Gansu Museum has a long team at the entrance of the Gansu Museum, just to see the "Green Horse" Fang Rong.

Coincidentally, before, the "Chaozhu" headset of the Beijing Palace Museum, the jade pendant model lollipop of the Henan Museum, the "net red" ice cream of the Yinxu Museum, the Sanxingdui prayer of the Sanxingdui Museum of Sichuan Sanxingdui Museum, etc. Essence Museum's cultural and creativeness became popular in the new model and new gameplay. At the same time, the cultural communication of the museum became "more tide and more interesting", allowing more people to enhance cultural identity in "can bring back cultural relics".

Green horse "out of the circle", create a museum cultural innovation sample

"The popularity of Green Horse is accidental and inevitable." Cui You, the head of the Cultural and Creative Center of the Gansu Museum and the post -90s designer, told the China Youth Daily · Zhongqing.com, based on "Mata Feiyan" as the prototype. In the year, more than 30 cultural and creative products were developed, including earrings, refrigerators, "Green Horse" masks, keychain, laptop, etc.

In addition to cultural attributes and practicality, Cui Youxin and his friends have worked hard on the fun and exploration of the product, and launching green horse emoticons, green horses, and green horse kites are more "magical" " Breaking "products. Different from the previous historical books and TV lenses, the bronze -running horses are strong and powerful, and the bronze Benma shows people for the first time with "positive".

"As a cultural and creative developer, we need to know the cultural relics in all directions." Cui also said that every time she observes the copper -running horse from the front, she and the guy will always be laughed at by her crooked teeth. As a result, everyone decided to try boldly to design the prototype with the positive image of the copper horses. On the one hand, restore its head outline and keep it in a verse; on the other hand, it strengthens its funny characteristics, increases large plate teeth, and designed Feiyan as a cute look, giving it a cute and naughty personality. feature.

The homophonic stalk of "green code step pneumonia", respecting the attitude of jumping back and forth between the cultural relics and the "live" cultural relics, let "Shenma come" becomes the "Internet celebrity" product of the museum's cultural and creative, and the 3D horse head shape green The horse head was the first to rush to the Weibo hot search list, and the number of reads exceeded 10 million. The Ganbo Cultural and Creative Center also launched the two dolls of "one horse as a bronze running horse" and the "Malaysia to a Successful Copper Benma".

In June, entering the peak tourist season in the Northwest, the first original immersive cultural and creative theme exhibition "Vientiane Cultural and Creative Exhibition" hosted by the Gansu Provincial Museum, the first cultural and creative festival in Lanzhou City, etc. With more face -to -face opportunities, it quickly captured the "heart" of consumers.

The Douyin video shot by a netizen was praised in just a few days, praised over 400,000, and reposted over 130,000.

The sales of copper Benma dolls have increased rapidly, boarding the store sales crown. It is reported that one day when placing the most orders, the Gansu Provincial Museum Tmall flagship store sells about 7,000 green horses. "The workers‘ stepping on smoke ’.” Cui said in interest again.

There are also people who open their brains directly and create secondary creation. Douyin user "Cherry Dad is a Superman" used a computer to make an animation "Green Horse" with a computer: a huge 3D "Green Horse" in the video stepped on the top of the skyscraper, and it was stunned.

Netizens from all over the country have left a message in the video: "I have seen it in Xinjiang, a green point" "I have seen it in Beijing" "I can see it in Xining, and the green day is rushing." Ganbo's official number also did "holding", "I really thank you." "Use the discourse of young people to talk to young people" and "Green Horse" became popular, the Gansu Museum also realized this "traffic password". Divine Comedy "," Famous Painting "series and other funny videos, and in the newly released green horse family" Green Ma Lele "released at the end of July this year," Feiyan "was completely independent, making netizens exclaiming" Qiao'er wants to solo Single Flying Flying "" Qiao'er is finally free for thousands of years. " For some operations, the green horses have continued to this day, and there is no distress.

"Internet celebrity" cultural and creative, in a modern way to perceive tradition

Shen Mingjie, director of the Cultural and Creative Design Research Center of the Lanzhou University of Lanzhou University, analyzed that the lap of Ganbo's "Mata Feiyan" doll is closely related to the current culture and aesthetic tendency to diversify.

"Now, based on the aesthetic and creative products such as 'ugly' 'cute' '', or 'ugly and cute' ', dumb and cheap' created, they have become the target of young people. Feiyanbu just stepped on the point of "ugly Meng", and the seemingly "twisted 'expression was also called the" self -joy "by netizens. In the current intense work life, I saw this cultural and creative product When I will smile, it will also play a role of decompression. "Shen Mingjie said.

In addition, he believes that the ingenious use of Douyin and Weibo and other network platforms and netizens' second creations on Ma Tapyan dolls play a huge role in the popularity of the cultural and creative products.

This is related to more and more young people entering the museum. Data show that in the first half of 2022, users who reserved museums through Ctrip accounted for 42%of the "post -80s", and "post -90s" accounted for 29%. Among the people in the museum, the "post -95s" occupied nearly 30%of the share.

Young people have become the main consumer group of cultural and creative cultural and creative cultural and creative in the museum, and cultural and creative design needs to be close to their aesthetics. Shen Mingjie said that "Green Horse" came out and created a new sample of cultural and creative breakouts in the museum, and also inspired other cultural and creative workers. It was to thoroughly study the preferences of young people, familiar with the current popular culture, and increase in product design. Consumers participate in interactive elements. In addition, we must pay attention to the use of new media in the promotion and communication of cultural and creative products.

For example, in 2013, the tape of "I know" launched by the Taipei Palace Museum could fire, which had a certain relationship with the popularity of the Qing Palace drama at the time; The meaning of the continuation and symbol of Jiangnan's veins, as well as the interaction that connects the ages; the archeological blind box of the Henan Provincial Museum is sought after, which is the ingenious combination of the original unpopular and highly professional archeological and the "blind box" that young people like. In addition, It is also popular because the product has the characteristics of "interaction" and "participation".

"To use modern languages ​​to transform traditional culture so that modern people can perceive traditions in modern ways." Shen Mingjie emphasized that through such a modern way, we are interested in cultural relics, and then we can enter the cultural relics itself, go to go Understand the stories, culture, and history behind the cultural relics.

The creative transformation of culture and culture has made it connect with the lives of modern people, and the distance becomes closer. Subsequently, the culture is firmly grasped by the eyes of young people with its deep connotation.

A cultural and creative store in Huangpu District, Shanghai, in Huangpu District, Shanghai is well versed in this way. It breaks people's stereotypes of the red venue -the cultural and creative products here are not only the propaganda and serious red souvenirs. Instead of designing trendy and practical products.

The "1921-2021" canvas bag, the original red laptop, the co-branded big white rabbit coffee, and ice cream are all hot-selling products. Although these product categories are common in various types of cultural tourism places, coupled with ingenious design and meaningful details, it is very attractive. For example, the canvas bag that was sold very hot last year, the red cloth surface was printed with the Shikumen and house number pattern on the red cloth surface, and the bag was attached with a white ribbon printed with the words "1921 · 2021". The big "atmosphere" is very practical. Big white rabbit toffee, which is co -produced with domestic old -fashioned names, has a lot of careful thinking on the packaging and pricing: the iron sugar box is a Shikumen shape; a two -dimensional code is printed on the sugar paper, and you can understand the story behind the building; There are 21 boxes of box sugar, weighing 100 grams, corresponding to the 100th anniversary of the establishment of the party from 1921 to 2021, and the pricing is 28 yuan, which means that the Communist Party of China led the people from 1921 to 1949. "After visiting the venue and came to the cultural and creative store, it was equivalent to entering the extension space of the exhibition hall. Consumers were willing to make the scene consumption. After buying the product, they also took away the story, and then formed a second transmission." The person in charge said.

Museum's cultural and creative "roll", start more "new topics"

Cultural base and creativity are souls. They repeatedly summarize the test of allergies in consumer demand, product design and market response. For a time, the museum's cultural and creative trend showed hundreds of flowers. Accompanied by it, the economic and social benefits of the domestic cultural and creative industries have achieved "dual growth".

Taking Ganbo as an example, "Green Horse" relying on his own power, it has led the Ganbo Cultural Cultural Center Douyin officials to increase from more than 100 people to 85,000; it is even more endless. In addition, it successfully evokes everyone's curiosity about Gansu and promotes Gansu as one of the provinces with higher tourism this summer. "Cultural and creative can feed back cultural relics and museums, and can also drive the local tourism economy." This makes Cui feel particularly happy. She feels that this is a more proud thing than profit.

Based on this virtuous circle, at the national level, there are more and more policies for the support of cultural and creative support for museums.

In May 2016, the Ministry of Culture and Tourism and other departments issued the "Several Opinions on Promoting the Development of Cultural and Creative Products of Cultural Cultural Relics Units", which clearly promoted various museums, art museums, libraries and other cultural relic units to explore cultural resources, develop cultural and creative ideas, and develop cultural and creative ideas. product. In November of the same year, the State Administration of Cultural Relics determined 92 pilot units of cultural and creative product development of cultural relics units, encouraging pilot units to explore to invest in establishing enterprises through the museum intellectual property rights, and engage in cultural and creative products.

With the endorsement of policies, the depth and breadth of various market entities and museums have gradually increased, and the enthusiasm of practitioners has also greatly improved. According to incomplete statistics, the development of cultural and creative products of the National Museum in 2020 exceeded 124,000, and the actual revenue exceeded 1.1 billion yuan.

The museum "rolled", forcing other cultural and creative enterprises to enter the new era. According to the statistics of the People's Daily Online, in 2021, the operating income of cultural and related industrial enterprises above designated size reached 11.9 trillion yuan, an increase of 16%over the previous year, and an average increase of 8.9%in two years.

As a "leader" museum, he chose to start more "new topics". For example, a major memorial hall of the Communist Party of China rushed the trend of the "Yuan Universe". In August this year, it used its own copyright to make the hand -drawn screen of Shutri and Shiku tile walls and 106 households in Xingye Road. The price is 39.9 yuan, and it is released in the form of a blind box. There are more than 12,000 people appointment within three days of pre -sale. The actual signing ratio is 1: 4.5. Consumers who buy the above products can also obtain physical products such as "one coffee" voucher and Shudrey notebook.

"Digital products not only stay at the virtual level, but also combine it with cultural relics to guide the audience to enter the site and approach the red history." A large person in charge of a large cultural and creative team looked out.

The Cultural and Creative Center of the Gansu Provincial Museum has also begun to start from the concept of "big cultural and creative", combining different formats to do cross -border innovation. For example, in the form of cultural and creative exhibitions, let the public understand the various styles of cultural and creative; when decorated in the commercial room, use cultural elements such as the ripples of the Yellow River water; opening the salon to make more young people feel the charm of traditional culture charm Native

These practices are conspired with Shen Mingjie's thinking about the future development of cultural and creative development in recent years. He said that cultural and creative products are only one of the carrier of cultural innovation. In fact, "cultural and creative" refers to "cultural innovation" from a broader perspective. Cultural and creative products are only one of the manifestations of cultural innovation. Culture There are many innovative landing sites. It can be a variety show such as "National Treasure", "If the National Treasure Speaking", or the creative exhibition of "Qingming Shanghe Tu 4.0" of the Forbidden City, and it can also be combined with rock music and folk music. "Hua Yin Old Cast Roar", as well as "Tang Palace Night Banquet" and "only this green and green", and so on, which are innovatively expressed in modern dance dramas, and so on.

"Increasing form can make traditional culture 'live'; 'living' is the 'living' that makes some symbols of traditional culture 'activities, and it is even more' living '' living ',' Life '' 'of Living' 'To make traditional culture grounded and full of life. "Shen Mingjie said.

"Cold Thinking" after the "Museum Cultural and Creative Fever"

Injecting new vitality into the benign development of the cultural and creative industry, and helping the creative transformation and innovative development of the excellent traditional culture of China, the cultural and creative museum is in the blue ocean of "the time and place of the world".

"From the perspective of the big background, it is the enhancement of cultural consciousness and cultural self -confidence. The country attaches great importance to traditional culture from top to bottom. The cultural and tourism industry is deeply integrated and developed. I am glad that the "Museum Cultural and Creative Fever" is now, but how to maintain the popularity of the museum's cultural and creative popularity and realize self -transcendence in the later period is also a question he has been thinking about thinking.

In recent years, he has observed many problems in the museum's cultural and creative in terms of systems, talents, policies and funds.

The research and development of cultural and creative products requires a certain amount of capital investment. It also needs to understand the compound talents of design and market and product production industry chain. Development is greatly restricted by various factors.

"To do cultural and creativeness, you need to use social funds and strengths, but small and medium museums, fewer audiences and well -known collections. Cultural and creative products lack brand and sales, and it is difficult to attract social capital to bear risks and invest in." Shen Mingjie said.

In addition, the implementation of policies in various places is different, and the details and terms of encouragement are needed to be improved. "Because the mechanism has not been rational, sometimes there will be a museum to develop cultural and creative products, which can only be displayed and cannot be sold." Shen Mingjie analyzed that the museum belongs to a public institution, and the profit must be delivered to the superior unit, and then distributed in various forms, but the allocation policies and methods are different. Therefore "". Shanghai Yunwen Bojie Company provides products and services such as digital cultural project development, cultural and creative customization, cultural and artistic products trading such as digital cultural projects in China. The company's president Chen Yulin also talked about the dilemma of the development of the cultural and creative industry, that is, the whole society's cultural and creative goods The degree of appreciation of cultural added value is relatively low.

Chen Yulin said that in Japan, Singapore and other places, consumers are willing to pay for the cultural heritage and design of goods, but many domestic consumers don't think so. Some companies are also reluctant to work hard to develop new products, and they go to plagiarism and cottage of other products. The quality of the products produced is not high, the price is also very low, and the original creators are difficult to defend their rights. The road of high -quality development brings trouble.

In response to these pain points, in September 2021, 8 departments such as the Ministry of Culture and Tourism again jointly issued the "Several Measures on Further Promoting the Development of Cultural and Creative Products of Cultural Relics Units", encouraging pilot units to combine their own conditions, innovate development methods, and attract social forces to participate The development of cultural and creative products; and clearly implement the reward policy, and reward cultural and creative products who meet the conditions of rewards in accordance with relevant regulations. In addition, cultural relics units are required to do a good job in the management of intellectual property registration and reasonably determine the value of intellectual property rights.

At the same time, some small and medium -sized museums are also making some lightly attempts. The Wuwei Museum, located in the hometown of the "Tongbenma", has launched a series of brand activities such as the four seasons of mobile exhibitions, youth social education, and boutique courses to enter the campus. When the children spend the decorations on the colorful pottery with beans, pinch the cultural relics with clay, and then add their own innovative design to it, the museum is close to daily life, and it is unprecedented.

China Youth Daily · China Youth Network reporter Wang Hao Wei Qimeng Source: China Youth Daily

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