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The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen

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The 600-year-old Forbidden City can obviously eat on the face, but people have to fight for talent!

With pottery, calligraphy and painting, daily necessities, small souvenirs and other such works as the Palace Museum, the "beauty of the ancestral image" was changed to 1.5 billion yuan "now silver".

How does the Forbidden City Wenchuang Super IP, in the end?

The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen -The-600-year-old-Forbidden-City-quotsells-a-cutequot-generating-15-billion-yuan-a-year-Please-give-me-a-dozen

10,000 pieces of Wencheng's Wenchuang products have annual sales of over 1.5 billion yuan

△ CCTV Finance "China Financial Report" column video

In Wenchuang Street outside Shenwumen, the Forbidden City, there are various types of Forbidden City creative shops selling pottery, paintings, daily necessities, and small souvenirs. The total number is dozens, and many stores are hot.

The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen -1548955525_67_The-600-year-old-Forbidden-City-quotsells-a-cutequot-generating-15-billion-yuan-a-year-Please-give-me-a-dozen

The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen -1548955526_504_The-600-year-old-Forbidden-City-quotsells-a-cutequot-generating-15-billion-yuan-a-year-Please-give-me-a-dozen

The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen -1548955526_275_The-600-year-old-Forbidden-City-quotsells-a-cutequot-generating-15-billion-yuan-a-year-Please-give-me-a-dozen

The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen -1548955526_574_The-600-year-old-Forbidden-City-quotsells-a-cutequot-generating-15-billion-yuan-a-year-Please-give-me-a-dozen

According to statistics, at present, the Forbidden City has become the largest player in the domestic museum Wenchuang, and the number of Wenchuang products has exceeded 10,000.

Forecourt Wenchuang Street Ceramics Store Manager: The annual sales volume of the whole store is about 3 million yuan. There are many wooden museums, bronze tubes, royal kiln museums, painting and calligraphy halls, and many more.

According to statistics, as of the end of 2016, there were 9,170 Wenchuang products in the Palace Museum. At the same time, the sales of Wenchuang products of the Forbidden City also increased from 600 million yuan in 2013 to nearly 1 billion yuan in 2016.

The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen -1548955526_308_The-600-year-old-Forbidden-City-quotsells-a-cutequot-generating-15-billion-yuan-a-year-Please-give-me-a-dozen

In 2017, the income of the Forbidden City Wenchuang Department was nearly 100 million yuan, and the online Taobao shop revenue was nearly 50 million yuan. In addition, the Forbidden City also has other departments contributing to the income of Wenchuang products. The total income of all the Wenchuang products of the Forbidden City is 1.5 billion yuan.

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The "Forbidden City Wenchuang" continues the palace's high-cold style, while the "Forbidden City Taobao" takes the people-friendly route. The difference between the two in Taobao is: "The Forbidden City Wenchuang" is the Tmall flagship store, "Forbidden City Taobao" is the enterprise Taobao.

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"The Forbidden City Taobao" sells Wenchuang products, and "Forbidden City Wenchuang" covers a wider range of areas, including Wenchuang products, publishing, and ticketing. The two stores have a slight overlap in product categories.

From the time point of view, "Forbidden City Taobao" was established before the "Forbidden City Wenchuang", the former became famous earlier, the store was founded for ten years, and accumulated 3.2 million fans. The "Forbidden City Wenchuang" was launched in July 2016 and attracted 1.64 million fans during the two years.

Internet drama and variety shows with Fire Museum Wenchuang

2018 was a year of museum literary spurs, and several explosive online dramas and variety shows also played a huge role in promoting.

A series of historical dramas broadcasted online in 2018 led to the popularity of costumes and props of many characters in the drama, such as velvet flowers, fragrant honey, embroidered clothing, etc., which made the Chinese traditional culture more colorful and well received.

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Actor Wu Jinyan: All props, hair accessories and clothes are very hard-hearted. The velvet is covered with velvet flowers. It is a Nanjing velvet flower artist, an intangible cultural heritage.

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Director Yu Zheng: We personally went to visit the craftsmen and went to Suzhou to select fabrics, such as velvet flowers, as well as silk, a variety of forests, and finally found that the most beautiful thing is Chinese.

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The museum's treasure series, such as "National Treasures" and "Upper New Palace", make Chinese traditional culture and collections known to the audience.

The national treasure has already launched a new season, and the first season of the "New Palace Museum" also scored an ultra-high score of 8.2 points in Douban. The main topic reading has exceeded 2.1 billion, causing nearly 10 million discussions.

The two programs were hot and iron, and they quickly launched their own cultural and creative products, and the creative source of the products was the museum exhibits of the two programs.

The 600-year-old Forbidden City "sells a cute", generating 15 billion yuan a year! Please give me a dozen -1548955528_293_The-600-year-old-Forbidden-City-quotsells-a-cutequot-generating-15-billion-yuan-a-year-Please-give-me-a-dozen

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As an important part of China's cultural industry, cultural creativity and design service industry has expanded its scale of cultural creativity and design service industry in recent years. In 2013, the added value of cultural creativity and design services was 349.5 billion yuan, accounting for 16.4% of the cultural and related industries. In 2016, it increased to 584.3 billion yuan, accounting for 19%. In 2017, the added value of creative design services was 453.7 billion yuan, accounting for 13.1%.

The report of the 18th National Congress of the Communist Party of China proposed that the cultural and creative industries should be developed into the pillar industries of the national economy by 2020.

"

The Forbidden City is new,

Cultural heart!

Source: CCTV through(ID: cctvyscj), Securities Daily


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