For the entire cultural and creative industry, the success of the Forbidden City Cultural and Creative Industries is a typical example. It lets people know that business, feelings, and responsibility are not in conflict, but complement each other.
The Forbidden City is becoming popular in the name of "fashion".
After the Spring Festival in 2019, the Forbidden City has received 80,000 fully booked tourists every day. In previous years, this figure was 20,000 to 30,000. When Shan Jixiang mentioned this data on the Yabuli Forum, his tone was gratifying, but the other question about the number of admissions was somewhat disappointing.
Today is the Lantern Festival, The Palace Museum will welcome its first nighttime visit in the 94 years since its opening: the two-day "Lantern Festival Night in the Forbidden City", with a total of 3,500 tickets available to the public. Among them, there are only 500 public votes for tonight's Lantern Festival, and the remaining 2,500 votes are given to representatives from all walks of life such as envoys to China, model workers, Beijing role models, courier boys, sanitation workers, soldiers of the People's Liberation Army and armed police, fire fighters, public security officers, etc. .
The poor ticketing system of the Forbidden City was overwhelmed almost as soon as the tickets were issued, and it fell into a complete paralysis.
"I am repairing cultural relics in the Forbidden City" has a Douban score of 9.4. The Palace Museum lipsticks are always in short supply. The Palace Museum's public account is read more than 100,000 times a day. Various cultural and creative products produced by the Palace Museum, such as tape and desk calendars, have frequently become Internet celebrities... After the Forbidden City began exploring diversified commercialization, it even received more than 20,000 resumes a year.
The secret to cultural realization is to "give each other dignity."
Shan Jixiang said that Liu Yuzhu, director of the State Cultural Heritage Administration, repeatedly told him not to say how much the cultural and creative products of the Forbidden City sold, because other museums are under too much pressure, and he can It was revealed that the turnover of the Forbidden City's cultural and creative products last year was 1.5 billion (RMB).
What is the concept of total annual revenue of 1.5 billion yuan?
A-share There are currently 3,571 listed companies. Forbidden City Cultural and Creative Industries’ annual total revenue of RMB 1.5 billion exceeds the annual total revenue of at least 1,500 of the A-share listed companies. The starting point of the logic behind this starts with a few words that Shan Jixiang always talks about: should give the audience/cultural relics dignity.
When Shan Jixiang first arrived at the Forbidden City, he found that the Forbidden City in the information seemed completely different from the Forbidden City he really felt -
In the information, this is the largest and most complete ancient palace complex in the world. It is a treasure house with the richest collection of ancient Chinese treasures; it is also the most visited museum in the world.
But when he actually walked into the Forbidden City, he found that 70% of the largest palace complex in the world had "Audience Stop" signs erected in 70% of the places, and 99% of the cultural relics were sleeping in warehouses; he saw people walking along the Walking along the central axis of the Forbidden City and following the guide's flag, no one can enjoy a dignified journey.
People sit on the edge of tree pits, sit on railings, line up in the square to buy tickets, line up in front of the gates for security checks, line up at the bag deposit area to deposit bags, and even have to line up for a long time to go to the bathroom to solve their physiological problems. The messy square is like a vegetable market, and the audience is reduced to an animal who pays the ticket price to come in and watch the flowers. There is no guarantee of the quality of the visit, and there is no experience in the visit process.
Therefore, the core of Shan Jixiang's first management revolution after taking office was to make "the audience dignified." They have developed the most suitable rest seats for the Forbidden City. Even though the cost is as high as 3,500 yuan, it can provide every visitor to the Forbidden City with a dignified rest.
They opened all three entrances at the main entrance and set up 32 ticket gates and 24 security checks. They no longer gave the so-called "courtesy" to the VIP fleet, but gave ordinary people convenience when visiting.
big data shows: The scientific ratio of male and female restrooms in the Forbidden City should be 2.6:1. Then change it. After the change is completed, Shan Jixiang joked: Everyone is welcome to visit the restrooms in our Forbidden City.
After giving dignity to the audience, the Forbidden City also gave dignity to cultural relics.
When Shan Jixiang first went to the Forbidden City, many of the sculptures collected by the Forbidden City didn’t even have warehouses. With a history of 1,500 years and a height of more than 3 meters, the Northern Qi Bodhisattva statue has been standing at the base of the south wall of the Forbidden City for decades.Every time Shan Jixiang walked there, he felt that the Bodhisattva even looked bad.
When he went to the warehouse for the first time, he was startled by the statue lying under the steps. He thought there was a person lying on the ground. The old employee told him that they were terracotta warriors and horses unearthed from Qin Shihuang's Mausoleum that Premier Zhou Enlai had specially requested for the Forbidden City to collect. But such a precious cultural relic was just lying under the steps gathering dust.
Cultural relics that are not cared for, restored, or protected are also without dignity. Those unkempt cultural relics piled together are also just reduced to a number. If they are not displayed, they have no meaning.
As a result, the Forbidden City once had 59 steel buildings, 135 temporary buildings, a large canteen for 600 people, and a series of modern buildings that affected safety and the environment, all of which were demolished. Nansan Institute, which the old employees have not seen for decades, was once surrounded by seven flower houses. Now the flower houses have been demolished and a breeding center has been built in the suburbs. Seasonal flowers return in autumn and spring.
More importantly, these modern buildings were demolished to make room for the exhibition hall and for tourists. Countless cultural relics that were once just piled in warehouses have been brought to light, restored, cared for, and now participating in exhibitions, becoming dazzling again.
Business is the foundation of dignity
But all problems are not so easy to solve.
The Forbidden City needs money. The Forbidden City has two lines of income and expenditure. A 40 yuan ticket can generate about 800 million yuan in revenue a year, but these incomes are directly attributed to the "national treasury" and never belong to the Forbidden City itself. A few years ago, you could still see cash trucks going to the Forbidden City every day to transport "ticket money." However, in the past few years after online ticket purchase was implemented, the Forbidden City itself can no longer even see the "shadow" of money.
The Forbidden City is a differential funding unit. The state provides 54% of the funding every year, and 46% is earned by itself. In the first year that Shan Jixiang went to the Forbidden City, the state's special allocation for the Forbidden City was 1.32 billion yuan, and last year it was 1.12 billion yuan.
Apart from that, you have to earn it yourself.
It costs money to repair cultural relics, it costs money to build buildings, it costs money to demolish buildings and do greening, it costs money to install a 3,500 yuan seat, and it costs money to rebuild toilets...
The previous Forbidden City, because it was a wooden building, could not be powered on or off. The lighting makes many halls dark, and adults, children, and the elderly are crowding in. The building has no dignity, and neither does the audience. In order to change this situation, the Forbidden City spent almost two years researching what kind of cold light LED can best protect cultural relics and achieve lighting.
In all halls with lights, staff must be on duty around the lights, and the light in sensitive areas must be measured repeatedly with a light meter manually to ensure that it does not exceed safety standards. All of this, whether it is research and development or manpower, requires money.
If you want to gain dignity, you must first have confidence. No museum can handle the ever-growing number of visitors. Shan Jixiang and his colleagues are exploring possible balances between the quality of visits, the safety of heritage, and the growth rate of visitors. The commercialization of the Forbidden City is It is the only way to go.
The dignity of the brand: super IP journey
As early as October 2010, Forbidden City Taobao was online and began selling peripheral products. But at the beginning, these peripheral products were no different from souvenirs from tourist attractions, with high prices, average quality and little novelty. It was not until 2013 that Forbidden City Taobao appeared in front of the public with a subversive "cute" attitude that it started its own super IP journey.
Shan Jixiang said that in the past we called cultural products, but now we know that two words must be added in the middle - creativity.
Of course, the core keyword behind the creativity is also "respect".
He cited many examples such as the Wufu and Five Dynasties purple clay teapot, the black plum blossom and large phoenix pattern silk square scarf, and the Shenjun fruit fork. In Shan Jixiang's understanding, the so-called "creativity" is to use the method of the Forbidden City to deeply study people's lives, then combine and refine it with cultural elements and resources, and finally connect it with people's lives, so that people will like it.
For example, the Shenjun Fruit Fork comes from Emperor Qianlong's reading of the picture. Since Emperor Qianlong in the picture is "unsightly", only the image of a horse is used. The fruit fork is in the horse's belly, which is considered "inappropriate". The concept of protecting animals" finally became the current shape.
During the creative process, respect for people’s lives gave the Forbidden City brand its own dignity. Respect for tourists and cultural relics is the real supporting force on the road to the formation of a super IP.
was written at the end of
on February 17, 2019, Yabuli Forum.
Shan Jixiang stood on the podium for the Nth time. He said that I am not an Internet celebrity, I am "being" an Internet celebrity. A friend of the author who also belongs to the cultural relics system lamented to me: Maybe the reform of the Forbidden City can be regarded as an entrepreneurial start-up within the system.
For the entire cultural and creative industry, the success of the Forbidden City Cultural and Creative Industries is a typical example. It lets people know that business, feelings, and responsibility are not conflicting terms, but complement each other. When the market does not fail, it is precisely an equal business transaction, so that all people, things and things involved can be treated equally and treated with dignity.
As far as the industry is concerned, data shows that the added value of China's cultural and related industries is constantly increasing. In 2013, the added value of cultural and related industries was 2.1351 billion yuan, accounting for 3.63% of GDP. In 2016, the added value of cultural and related industries exceeded 3 trillion yuan, accounting for more than 4%. In 2017, it approached 3.5 trillion yuan, reaching 3.4722 billion yuan, accounting for 4.20% of GDP.
From 2015 to 2017, the added value of the cultural and creative and design service industries was 495.3 billion yuan, 584.3 billion yuan and 697.5 billion yuan respectively, with year-on-year growth rates of 13.5%, 18.0% and 19.4% respectively.
As for Shan Jixiang, perhaps he still doesn’t know whether Forbidden City Cultural and Creative Industries, whose revenue has exceeded 1,500 A-share listed companies, will one day be listed in the future. But he always tells people clearly in every speech that the 60,000 educational exchanges organized by the Forbidden City will not stop, and will definitely be more and more organized, and they will be better and better.
Author: Fengjian Haise
Source: https://mp.weixin.qq.com/s/XA4qfc-_YqbqsgbKm63ytA
This article comes from everyone is a product manager cooperative media @entrepreneurship state, author @风jianhaise
title Image source: Palace Museum official Weibo
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