Reporter Qiu Shengjia
From the British Museum’s opening of a store on Tmall to the dispute over lipstick in the Forbidden City, museum cultural and creative products are becoming a part of young people’s trendy consumption with unprecedented strength.
It can even be said that if a cultural relic becomes an internet celebrity, you will be able to find cultural and creative peripherals based on it.
Take the “phenomenal variety show” “National Treasure” as an example. As soon as the second season was launched on CCTV at the end of last year, “National Treasure” Tmall’s official flagship store “Hello History” was officially launched.
66 products are all designed with inspiration from the national treasures featured in the show. Among them, the best-selling one is a set of mini figurines known as the "First Girl Group of the Tang Dynasty". The design is derived from the Hebei Museum that appeared in the second season. The total sales volume of 's national treasure "Painted Sanle Relief" has exceeded 1,700 pieces, becoming the sales king of "C-level debut".
So, with so many museums around us in Hangzhou, who is the sales king? In the past two days, Qianbao reporters visited major museums in Hangzhou to see if these top performers in the year-end KPI assessment are your cup of tea.
Zhejiang Museum:
Qing Dynasty Dong Gao " Ten Scenes of West Lake " series
At the annual Hangzhou Cultural and Creative Industry Expo, the exhibition area of the Zhejiang Provincial Museum is always the busiest. Among many cultural and creative products, the study incense set combined with "Yue Di Treasure" was the first to be sold out.
I thought it was probably the sales king of Zhejiang Bo. Unexpectedly, a few days ago, the reporter came to the Zhejiang University Wulin Pavilion area of West Lake Cultural Plaza in Hangzhou. When he inquired about the cultural and creative store on the left side of the hall, it turned out that the most popular one here is based on the cultural relics collected by Dong Gao during the Qianlong period of the Qing Dynasty. The series of cultural and creative products designed by the "Ten Scenes of West Lake" album currently have more than 300 product types.
Take the "Ten Scenes of West Lake" fan in this series as an example. The exquisite fan surface is perfectly combined with the "Ten Scenes of West Lake" painted by Dong Gao. When gently swayed in the wind, it seems to carry the fragrance of lotus on the lake. Many of the
series are practical for travel, such as wallets, suitcases, cosmetic bags, luggage tags, etc. There are also "Ten Scenes of the West Lake" impressionistic cultural and creative products developed further with animation elements, including card bags. , mugs, mouse pads, stationery, handkerchiefs, umbrellas, eye masks, multi-function notebooks, etc.
Museum staff told reporters that the "Ten Scenes of West Lake" is one of the most iconic cultural and tourism images in Hangzhou. For example, the fashion handbags with it as the theme became a hot commodity as soon as they were unveiled at the cultural expo. In 2018, Zhebo’s cultural and creative product sales reached 8 million yuan. Where to buy
: There are cultural and creative stores in the Gushan and Wulin areas of Zhejiang Provincial Museum, where all the cultural and creative products of the above series can be purchased. The online official Tmall store is under preparation.
National Silk Museum:
Retro Popular "Chinese Shawl"
Mentioning the China Silk Museum, many people may have guessed that the cultural and creative products of this museum must be related to silk.
We usually come into contact with many cultural and creative products made of silk, but at the National Silk Museum, the most popular one is undoubtedly this set of brightly colored and gorgeously patterned "Hua Mei Zhiyuan" silk scarves. The design inspiration comes from the collection of the National Silk Museum. A black tasseled shawl from the Republic of China period.
This shawl with a length of 157 cm, a width of 152 cm and a tassel length of 48 cm was an export shawl in the early 20th century.
staff told reporters that from the 1820s to the 1920s, embroidered shawls were an important part of China's export fabrics and were called "Chinese shawls" or "Manila shawls" in the West. This kind of shawl from the East, together with exported umbrellas and folding fans, has become an indispensable accessory in Western women's fashion, full of exotic flavor. In terms of use, Chinese shawls can also be flexibly transformed between personal clothing and interior decoration, and often appear in paintings as dramatic settings.
National Silk Museum has developed a set of four "Huamei Zhiyuan" silk scarves based on this original collection.Although each item is priced at 980 yuan, which is higher than the price of ordinary cultural and creative products, it is still deeply loved by citizens and tourists because of its design and quality. Since its launch in 2016, it has not only become the official commemorative gift of the G20 Hangzhou Summit , has always been the most popular cultural and creative product in the museum. Where to buy
: It is available at the Jinglun Tang boutique on the basement floor of the National Silk Museum Fashion Hall, and at major Kaisiya direct-operated stores and cooperative stores.
Industrial Art Museum, etc.:
" Gongchen Bridge " women's fan, sold tens of thousands in two years
The Hangzhou Arts and Crafts Museum group located near Gongchen Bridge, consists of Hangzhou Arts and Crafts Museum, Chinese Knife, Scissors and Swords, It consists of four thematic museums: Umbrella Museum and Fan Museum. Every weekend, many parents take their children there to see what they have learned.
Since the museum is themed around arts and crafts, cultural and creative products naturally have many themes and are both beautiful and practical.
reporter inquired and found that even in the coldest season of the year, the most popular and popular cultural and creative products here are still the fan series.
But it is not easy to pick a fan to take home from here. The sizes, shapes, styles, colors, and patterns are all different, which is enough to make people confused.
has always been ranked No. 1 on the sales and popularity list, and it is the silk Gongchen Bridge carved women's fan. It combines the fan bone carving with Gongchen Bridge elements and a plain silk fan surface, which is elegant and delicate. The materials and craftsmanship of this fan are also very particular. The fan bones are made of traditional black bamboo bones, which are soaked in traditional Chinese medicine. The fragrance has a refreshing effect. This series has 12 different colors of the same style. Even the pickiest customer can find the color they like. The price/performance ratio is also very high, at 68 yuan each.
staff told reporters that this series of fans has been "improved and upgraded" twice since it was officially sold in 2017. It is currently version 3.0, with total sales reaching tens of thousands. The sales of
are closely followed by the two series of "Mingyue Fan - calligraphy and painting round fan" and "limited design MINI round fan". Their price is more affordable, around 20 yuan. One is a cut-out bamboo bone fan. The pattern and color are selected from four exhibits from the Qing Dynasty, which is both practical and aesthetic. The design of the other one is inspired by the Hebi fan previously exhibited in the museum, using the patterns on the front and back of the fan to tell the story. A short story designed by Wang Jianmin, a famous Taiwanese painter. Where to buy
: It is available at the Chinese Fan Museum souvenir shop, Chinese Umbrella Museum souvenir shop, Chinese Knife and Scissors Museum lobby general store, and the official Taobao store is under planning.
Liangzhu Museum:
The transforming divine emblem mouse pad
In June last year, Liangzhu Museum reopened after renovation and upgrade. Hangzhou citizens rushed to take a look and were surprised not only by the brand-new displays, but also by the various cultural and creative peripherals that inspired the desire to buy.
Half a year has passed. Among dozens of cultural and creative products, which one has topped the sales volume? The staff of
checked the data and found a "Spirit of Heaven and Earth" Silk Multi-Function Mouse Pad, priced at 98 yuan. After the upgrade, more than a hundred pieces have been sold since the opening of the store. A mouse pad for
costs 98 yuan. Isn’t it a bit expensive?
But after a demonstration by the staff, Qianbao reporter also wanted to take one home - this multi-functional mouse pad has a zipper on the edge, which turns into a pencil case and can also be used as a mobile phone bag. It is very well designed. Practical; the production is also very exquisite, with silk as the surface and brocade (color printing) technology, which perfectly displays the fine patterns of Liangzhu jade wares. There is also a pendant in the shape of a Liangzhu jade bird hanging next to it.
"When everyone buys these exquisite small objects home, someone will definitely become interested in the patterns on them. At this time, a small object can also become a disseminator of Liangzhu culture." The staff said. Where to buy
: Inside the Xiaofeng Bookstore on the side of the entrance hall of Liangzhu Museum.
