Cultural Observation ｜ Museum connects public innovation with niche, interesting and relieved to make "Ma Sa Fei Yan" break the circle

"Ma Sa Fei Yan" (pictured with the Gansu Provincial Museum Taobao Store)

Cover news reporter Zhou Qin

During the Winter Olympics, the grand occasion of Bingdun's "pier is difficult to find" has not yet gone, and the "Mata Feiyan" launched by the Gansu Provincial Museum has come to "successor". The doll creative comes from the "Treasure of the Town Pavilion" of the Gansu Provincial Museum -the "Little Green Horse" of the Eastern Han Dynasty. The shape of the shape was in a circle. The official platform sells directly. Although the new order order is waiting for 25 days, it still cannot resist the enthusiasm of consumers to buy.

In recent years, in the context of talents that can be cultural and creative, cultural and creative products are not easy. It is not difficult to see from the fieryness of "Ma Steel Feiyan". It may be the rule of the audience with interesting and creativity to bring the audience's cordial and relaxed feelings.

"Ma Safeiyan" out of the circle sells out of stock

Customer service: I have worked hard to step on the sewing machine

On June 14, the Gansu Provincial Museum launched a series of dolls based on "Tong Benma" as the prototype. It is reported that "Tong Benma" was unearthed in the Han Tomb of Wuweai, Gansu, also known as "Mada Feiyan". It is a national treasure -level cultural relic and the "Treasure of the Town Museum" of the Gansu Provincial Museum. Its shape is peculiar, and the copper horses are beautiful and beautiful. For example, it is flying in the air, and it is super -raised to fly birds, showing the rich imagination and superb casting technology of ancient Chinese artisans.

Copper -running horse plush has two styles: "One horse as a bronze running horse" and the "Malaysia to a Successful Copper Ben" running model. The standing style belongs to the Q version soft, warm and cute, precisely restore the details of the cultural relics, and grasp the naughty and cute positive expression of the copper running horse. Vitality is full of love. Netizens shouted, "How do you feel that you do n’t feel very smart, but just like what happened to what happened."

But what you want is not so easy to get. In the Taobao store of the Gansu Provincial Museum, the purchase page of "Mata Feiyan" has been shipped within 25 days of delivery. The page shows that the monthly sales of this product exceed 10,000 pieces. The customer service said that he is already trying to step on the sewing machine and replenish it overtime, hoping to get consumers earlier.

The monthly sales volume of "Ma Steel Feiyan" has exceeded 10,000 (pictured with the Taobao store of Gansu Provincial Museum)

Prior to "Ma Steel Feiyan", in January of this year, the Gansu Museum's "God Ma Lai" series of green horses was loved by a large number of young audiences at the time.

How does the museum cultural and creative stay vitality?

Realize the innovation of traditional and trend based on cultural relic resources

In the past, the souvenirs in the museum were mostly the same products such as bookmarks and keychains. With the continuous development of the Internet, generations Z have become the main consumer. The innovation between content and form, the collision between tradition and trend has become a new theme of cultural and creative cultural and creative museums. For example, the Sichuan -Star Deda Museum launched the Sichuan Shu small pile on the basis of combining local folk customs and gave the cultural relics specific personnel. The Dunhuang Research Institute cooperated with the game brand to allow Dunhuang culture to form a circle effect in spreading.

Some industry reports show that in 2019, the market size of Chinese cultural and creative products exceeds 74 billion yuan, of which the market size of cultural and creative products of museums is nearly 7.8 billion yuan. "No innovation, no museum's door can continue." Shan Xiangxiang, the president of the former Palace Museum, said that letting cultural relics live "two aspects": First, facing itself, constantly digging into cultural relics collections The cultural connotation allows cultural heritage resources to to a greater extent to meet people's spiritual needs. Cultural life of the people.

The out of the circle of "Ma Steel Feiyan" is also the result of innovation between content and form. Wang Hairou, director of the marketing director of the Cultural and Creative Center of Gansu Provincial Museum, previously stated in the interview that the original intention of the copper Benma plush toy was to integrate the cultural relics of the museum into the tide of the times. The distance allows more people to get close to tradition and understand the culture of Chinese civilization. Cui Youxin, the head of the Cultural and Creative Center of the Gansu Provincial Museum, said, "In the future, we will also design more interesting cultural and creative products around the copper horses."

Regardless of the past "The Palace Museum's Calendar", "Tang Palace Night Banquet" or this "Mata Feiyan", each year, the museum and the public seem to approach a little closer. Based on the culture of the collection of cultural relics, connecting the niche and the public through innovative ideas, and bringing consumers with intimacy, novelty, and relaxation experience is the secret of its circles. We also expect practitioners to explore more, let more young people understand the culture behind the cultural relics and perceive the "power of the museum".

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