Is there any KPI in the museum's "ugly thing"?

The museum "ugly thing" is breaking the waves

After seeing so many museums of cultural and creative, I finally found the ugliest.

Recently, the Gansu Provincial Museum's cultural and creative product "Ma Steel Feiyan" dolls have been ugly, and they have been in trouble online. Since the launch of June 11, it has sold more than 7,000 pieces as of the end of June.

Consumers have to call out the slogan of "a man with a man, should be a horse".

Gansu Province Bo Kuai Majiabu, with the momentum of stepping on the sewing machine to solve the urgent need of supply and in short of supply.

Screenshot of the Gansu Museum Tmall flagship store

What is the magic of this ugly thing?

At first glance: This is clearly dinosaur. Give me a hundred opportunities. It is also a dinosaur stepping chicken.

The second look at the past: I was so brave, dare to laugh at me with a crooked mouth, and give me out!

The third look at it: After finishing, it is a feeling of heart. It is scary for children, and it is just right for our adults.

Without three eyes, this ugly thing hit people's hearts. Whenever you look good and delicate, you can't hold the young people.

Museum culture and innovation, ugly thing?

How ugly is the Ma Tafeiyan doll?

The soul is in the posture of its ecstasy, with both hands flattened and enjoying the front of the eyes. If you only look at the upper body, it is simply a quiet thing in front of the Titanic deck Rose and Jack.

Screenshot of the Gansu Museum Tmall flagship store

However, the eyes moved down a little, standing on one leg, and the other leg bent. It turned out that I was thinking about it. There was no matter what Titanic was at all. You are actually Liu Genghong's girl.

Screenshot of the Gansu Museum Tmall flagship store

Who is a serious half of your body, you, and my lower body, the lower body jumps to reduce the fat exercises?

The birds stepped on your feet are even more absolutely a must, and this face looks innocent. If you are kidnapped, you will blink.

Screenshot of the Gansu Museum Tmall flagship store

Other people's museums are "resurrected cultural relics", and Gansu Province is "let cultural relics live".

However, this is not the first time that the Gansu Provincial Museum has been spent. As early as half a year ago, it launched the green horse head of Ma Tap Feiyan, which also caused a wave of trend. In addition, there are Green Horse Flying Kite.

Screenshot of the Gansu Museum Tmall flagship store

When it first launched the ugly thing of the Green Horse Hand, the relevant person in charge of Bo Wenchuang Gansu Province said that they would continue to dig down in the field of Ma Tapyan, and launch more ugly things to penetrate into the hearts of people's hearts. Essence

Sure enough, when he said, he couldn't chase after the horse's horse.

In fact, in the early years, most of the museums came to the route of tourist souvenirs. They were mainly made of "stickers". Putting a picture was pasted on the refrigerator, on the keychain, or on the bookmark, even the cultural and creative products.

Later, from the cultural and innovation of the Forbidden City, the industry was rolled up and began to move towards more refined. For example, the treasures of some town pavilions imitate a proportional way to imitate one for tourists to take home. From then on, it has become a cultural and creative museum, from the mother -in -law Wu Ding to the emerald cabbage.

There is no ceiling. Some people can restore a collection according to the details, and some people can spend their thoughts on the box. For example, the most exquisite ritual out of the box is the desktop archeological blind box produced by the Sanxingdui Museum. People need to use small awl and small brushes to imitate the steps of real archeology to gently dig out the treasure from the soil. Exquisite is not just the result, but also incorporated into the process of opening the box.

Screenshot of Sanxingdui Museum Tmall flagship store

However, although the exquisite route is worthy of the cultural temperament of the cultural relics, the cultural relics still have not escaped the feeling of the fireworks on earth, and there is always a sense of intimacy with ordinary people.

It wasn't until the emergence of cultural and creative products that rely on ugly and funny circles such as Ma Zafeiyan dolls that cultural relics finally "falling into the world" and became a part of daily life.

Is ugly thing won people's hearts?

How can the cultural relics "fall into the world"?

All ugliness is hunting. After all, beauty is always the same, and ugliness can be strange. Hunting can always catch people's attention at once.

But it is never ugly and ugly. There was a group of failed ugly things that finally withdrew from the market. Those ugliness were ugly without any room for discussion and room for exploration.

For example, a bright red and green vase -shaped luggage tag, which was launched by a museum, did not dare to use such bold colors in the last century. Another example is the faulty gold and silver cloud -patterned copper rhinoceros. The original cultural relics have a heavy metal texture, but after making a toy, it was immediately turned into a stall at the entrance of elementary school.

Official website screenshot

Just as Taobao's claims when holding the "Ugly West Contest", meaningful and ugly things, have their own personality, show a free and free and unrestrained attitude. It can bring a laughter and inspiration.

The Ma Tapyan doll in Gansu Province is a "meaningful ugly thing". Its seemingly exaggerated shape is actually the image of restoring the positive angle of the cultural relics copper. The side of the side, it is rare to see its stubborn face.

Tuyuan Tuwa

In addition, it is difficult to achieve "realism" in the texture of plush toys.

In addition to opening the new discussion dimension, it is more important to hold the current social password.

On the one hand, the fun of "Ugly" is contagious. When people see or obtain the same ugly things, the first thing is often shared with others. Just like Ma Zaofei dolls, how many people buy exclusive and exclusive, and how many people give one ugly ugly Dongxi to another beloved "ugly thing"? On the other hand, ugly Dongxi can break the circle in its echo to daily life. Ma Zaofan's dolls crooked their teeth with a slightly ridicule expression. Is it always a bit of knowing each other? "It reminds me of a person" became a derivative stalk.

Some people derived a homophonic stalk from Ma Zaofei dolls- "green code stepping pneumonia", and they responded.

Therefore, the essence of ugly things is not "ugly", but inspiration and sociality. Behind each ugly thing is the wisdom of the designer. As the Gansu Province Bowen Capital Center said, this doll looks simple, but it takes about half a year to design it.

Seeing the ugly thing next time, don't rush out first. The time to give it three eyes may be the feeling of heart.

Author: Qu Boyang

Head map design: Wang Huan

Edit: Chen Yanni

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