Source: Qianjiang Evening News Author: Ma Li
On December 9, the official WeChat public account of " Palace Museum Cultural and Creative Museum" launched an article, " Palace lipstick , it's really here! 》, launched 6 national treasure lipsticks in the Forbidden City. The appearance patterns of the lipstick come from the clothing and embroidery of the palace concubines, and are 3D printed and have delicate textures.
0 Forbidden City Cultural and Creative has crossed the border for the first time to do makeup, and instantly flooded the circle of friends. However, netizens' evaluations on this are polarized. Some people sigh that they can finally be liberated from the nightmare of sticking crooked tape. Some people also complain that the color matching is hard to describe, and the shape design is similar to a big brand of lipstick, which is suspected of plagiarism.
Later, the official "Forbidden City Taobao" Weibo posted a "denied" Weibo, "All the makeup seen on the market at present is not designed by us." It also stated that the "original makeup" of "Forbidden City Taobao" will be released on Tuesday.
This rhetoric is organized like "refuting rumors".
watched it. The Forbidden City lipstick is currently only available on the "Forbidden City Cultural and Creative" micro store, and the flagship store has not made any noise at all.
In less than a day, the popular colors were sold out.
On the afternoon of December 10, another "Classic Cultural and Creative" was released, officially announcing its cooperation with Huaxi Biology to launch the Classic lipstick.
also attached a news picture of participating in the "8th China Museums and Related Products and Technology Expo" in November, responding to "unofficial" doubts from a distance. After a complete set of operations on
, I was also confused. What's going on?
Are “Cultural Creative Palace Museum” and “Taobao of the Palace Museum” the same? Why are they still fighting?
Actually, Weibo, WeChat public account, WeChat store, Forbidden City Taobao, Forbidden City Tmall flagship store, after careful segmentation, the Forbidden City has many cultural and creative branches, which really makes people confused.
Let’s carefully distinguish.
First look at the most superficial avatar. "The Palace Museum of Culture and Creative Museum" is a relatively serious character "Palace" and "The Palace Museum Taobao" is a Q-version image of a palace doll.
Search for "Forbidden City Taobao" in the Taobao APP. The top matches the official flagship store of Tmall and "Forbidden City Museum Cultural and Creative Flagship Store".
Note that the "Forbidden City Cultural and Creative Museum" in the front is not the same as the "Cultural and Creative Flagship Store" on Tmall.
"Cultural and Creative Museum" belongs to the Management Office of the Palace Museum. Its position scope can be found on the official website of the Palace Museum, "responsible for organizing the development of the Palace Museum's cultural products and college-level gifts."
So what about the "Forbidden City Cultural and Creative Flagship Store"? Judging from the business license of Tmall online store operators, it belongs to Palace Museum Publishing House . The Palace Museum Publishing House is a public institution directly affiliated to the State Council.
This also explains why the newly released Forbidden City lipstick is only launched in the Cultural and Creative Museum Micro Store, as well as the " Runbaiyan " Tmall flagship store jointly established by Fang Huaxi Bio, but it is not in the "Forbidden City Cultural and Creative Flagship Store".
However, whether it is the "Forbidden City Cultural and Creative Museum" or the "Forbidden City Cultural and Creative Flagship Store", they are all official of the Forbidden City Museum, which is true.
. To find the "Forbidden City Taobao" we are familiar with, you have to choose a store search. It is a Taobao certified corporate store. The opening time of
is different. "Taobao of the Palace Museum" is much earlier, and it entered in 2008, while the "Classic and Creative Flagship Store of the Palace Museum" will be until 2016.
"Forbidden City Taobao" Weibo certification is "Official Weibo of Beijing Forbidden City Cultural Service Center".
According to industrial and commercial data, the Beijing Palace Museum Cultural Service Center is a state-owned enterprise established by 100% of the Palace Museum.
Let’s take a look at the merchant certification qualifications of “Forbidden City Taobao” on Taobao. It is operated by Beijing Shangchao Creative Souvenirs Development Co., Ltd.
This company is a private enterprise and was established with funds from three natural persons. One of the business of the enterprise is to develop the Forbidden City cultural and creative products.
Summary: "Forbidden City Taobao" is operated by Beijing Shangchao Creative Souvenirs Company, and is authorized by the Forbidden City Cultural Service Center affiliated to the Forbidden City Museum to develop cultural and creative products, and at the same time, profit sharing is carried out.
We all know that there has been a major adjustment in the style surrounding the Palace Museum's cultural and creative industry.
In July 2013, Taipei Palace Museum launched a "I know" tape, which quickly became popular in just a few days.
Inspired by this, the cultural and creative industry of the Palace Museum in Beijing began to change the previous high-cool route.
In August 2014, an article titled "Yongzheng: Feeling Cute" emerged and became a hit product in "Taobao, the Palace Museum".
Since then, a series of successful cultural and creative marketing, such as "love is a ray of light", "I really don't know how to love you", etc., almost all came from the "Forbidden City Taobao".
It can be said that the cute, funny and down-to-earth image of the Forbidden City was largely established by "Forbidden City Taobao".
On the official website of the Palace Museum, under the "Cultural Creation" section, "Cultural Creation Flagship Store" and "Cultural and Creation Taobao" have direct links, which can be seen that they are all officially recognized.
, however, the only thing that is displayed on the homepage is the "Forbidden City Cultural and Creative Flagship Store".
There are also differences in the things sold. "Forbidden City Taobao" mainly promotes "Forbidden City dolls", and there are also some daily objects such as hand accounts, folding fans, luggage tags, tape, etc. The overall style is soft, cute and funny.
"Forbidden City Cultural and Creative" is more elegant and elegant. In addition to some cultural and creative peripherals, the business is carried out more widely.
For example, , the Forbidden City related book publishing includes the popular "Forbidden City Calendar", such as cooperating with Fliggy Travel, selling electronic tickets, etc., which are not available in "Forbidden City Taobao".
Some netizens used the words of palace fighting dramas and made it clear that "Forbidden City Taobao" is the eldest son of a concubine, and "Forbidden City Cultural and Creative" is the second son of a legitimate child.
two companies could have gone their own way, one focusing on "soft and cute" and the other focusing on "high-end". They all rely on their abilities to attract consumers with different needs and are in peace.
Interestingly, in 2016, when the official Weibo of the Palace Museum released the information on the flagship store, the Palace Museum Taobao immediately followed and said, "Palace Museum Taobao is the Palace Museum Taobao", and also accompanied by a smile, and later deleted the sour Weibo.
This time, because they all have to make up, and the fields overlap, they "stand up".
