国内各大景区博物馆投身文创产品

　　2017年故宫文创部线下收入近1亿元，线上淘宝网店收入近5000万，2017年文创产品总销售收入为1亿4千万元左右。

　　景区文创产品如何能卖出10个亿？

　　故宫淘宝成为网红，国内各大景区博物馆投身文创产品，但仍缺乏内容IP

　　近日，国内知名景区颐和园联手生活类品牌电商网易严选共同推出年货活动，未来二者还将展开深度合作。眼下，投身文创产品的景区博物馆势力正日益壮大，但就模式来看，与真正意义上的IP开发仍有一定区别。有业内人士认为，目前景区IP开发仍简单停留在元素应用上，离真正意义上的内容IP开发仍有距离。

　　故宫2017年文创总销售达1亿4千万

　　随着春节临近，近年来“扎堆”文创产品的各大景区，同样也没有闲着。近日，国内知名景区颐和园联手生活类品牌电商网易严选，共同推出“皇家年货节”活动。据了解，该联名产品由颐和园联合网易严选设计，产品包括手机壳、首饰、零食礼盒等。未来，网易严选还将与颐和园展开深度合作。

　　除了颐和园，故宫淘宝也于日前宣布联手北京稻香村推出糕点礼盒。作为国内涉足文创产品的代表性景区，故宫博物院文创部销售科副科长习羽向新京报记者透露，2017年故宫文创部线下收入近1亿元，线上淘宝网店收入近5000万，2017年文创产品总销售收入为1亿4千万元左右。

　　“2016年文创部线上产品销售额3000余万。2017年文创部总收入较2016年增长26.7%。”习羽表示，2017年故宫博物院文创产品线上收入5000万的销售额，多来自Q萌版系列产品的销售。目前，除了文创事业部，故宫博物院也有其他部门做文创产品。据公开数据显示，截至2016年底，故宫博物院的文创产品共有9170种，2016年为故宫带来10亿元左右收入。

　　眼下，投身文创产品的景区博物馆势力正日益壮大，包括故宫博物院、颐和园、恭王府、国家博物馆以及北海公园等。随着国内消费结构升级，各大景区过去依赖门票收入的生存模式也正面临变革。丰富盈利模式、促进游客二次消费，将有力促进景区摆脱“门票经济”的桎梏。在此背景下，近年来快速蹿升为“网红”的衍生产品成为出路之一。

　　国内景区只有单纯文创产品，缺乏衍生品元素

　　提及衍生产品收入，迪士尼无疑是其中的代表案例。而衍生品所带来的庞大利润，也可从迪士尼的数据中窥见一斑。

　　据观研天下数据，在迪士尼净利润结构中，衍生品授权业务贡献了超过3成的净利润。据了解，2015年迪士尼衍生品变现的规模占其整个营业收入的9%左右，收入达到45亿美元，并且其增速明显高于公司整体收入水平。迪士尼衍生品变现产业链包括加工厂、授权商以及渠道商三个环节。根据迪士尼衍生品业务授权生产商给出的数据，得益于通过内容制造带来的形象溢价，其衍生品加价率往往可高达8-10倍。

　　在产品研发、生产模式上，故宫博物院同样也涉及外包工作。据了解，在与合作单位共同设计过程中，故宫文化服务中心会提出具体思路，并对整个产品的设计过程加以把控。此外，故宫还会对合作单位优胜劣汰。去年，故宫还推出了“朕的心意”系列食品，同样也是与生产方合作推出。

　　眼下，故宫等景区本身作为一大IP的概念已为大众所接受。然而，尽管均为周边商品，但在业内人士看来，迪士尼与此类景区在IP开发上却并非同一类型。从消费者的反馈来看，也可在一定程度上看出其中区别。“双十一”期间，漫威“铁粉”刘小姐购买了不少衍生产品，问及原因，刘小姐表示是因这些产品均为她喜爱的电影角色。而故宫淘宝的常客李小姐则表示，购买这些产品的动机一是“有风格”，二是故宫出品，有品质保证。

　　“迪士尼与这些国内景区不一样，它们有自己的故事和内容，开发后变成衍生品。”北京大学文化产业研究院副院长陈少峰表示，“衍生产品需要来自本身故事IP、形象IP等内容的二次开发。我们的一些景区没有衍生品的这些要素，只能作为文创产品。如果产品只是用了一点景区的元素，那么衍生品自身的特点就会不够突出，仅仅只是文创产品。现在包括故宫在内，不少都是单纯的文创产品，而不是衍生产品。”对于这种看法，中国主题公园研究院院长林焕杰也表示赞同。

　　故宫吉祥物褒贬不一，大多景区衍生品缺乏IP

　　在业内人士看来，仅取材于景区元素而非内容的IP，在产品独特性上将会面临挑战。以故宫博物院文创旗舰店销量最高的产品红色编织手绳为例，其官方产品介绍中的要点仅为手工编织、红色等，并将红色与故宫建筑颜色相联系。但在淘宝上搜索该要点的相关关键词，出现结果多达4800个。而故宫淘宝销量最高的产品纸胶带明显更为独特，产品取材于故宫藏品上的黑漆嵌螺钿纹，经搜索相关关键词后，有关产品仅此一种。

　　“文创产品的独特性要比迪士尼这类的衍生产品弱很多。一个好的IP必须有故事IP、形象IP、产品IP和企业IP的结合。故事、形象、产品，这样贯穿下来才是真正的衍生品的发展概念。从真正衍生品的概念来说，目前国内景区仍停留在一个比较早期的阶段。”陈少峰表示。

　　实际上，故宫博物院也进行过形象IP的开发。2014年，故宫博物院推出了吉祥物“壮壮”和“美美”。据了解，该吉祥物形象源自中国传统的吉祥龙凤形象，龙“壮壮”体现力量，凤“美美”象征传统文化之美。故宫博物院文化服务中心主任冯辉当时曾表示，故宫首度有了自己的吉祥物，希望龙凤吉祥物能成为“明星效应的文化产品”，使受众群体易于接受，让世界了解中国文化。

　　然而，吉祥物一经公布却引发了大众褒贬不一的评价。目前，在故宫淘宝和故宫博物院文创旗舰店中，均难以寻觅该吉祥物的身影，反而是故宫猫出现频率更高。

　　另外，借由纪录片《我在故宫修文物》的走红，故宫同样也通过影视内容试水IP开发。在电影上映同时，故宫博物院文创旗舰店也推出了同款笔记本。但目前，在仍然在售的一款笔记本介绍中，却并未提及《我在故宫修文物》一事。

　　营销力度不够，恭王府颐和园淘宝月销仅几百

　　由于衍生产品和文创产品的差异，令国内景区周边产品的营销变得至关重要。故宫淘宝的走红，正是借助了互联网社交平台的力量。在业内人士看来，衍生产品自带粉丝无需营销，而文创产品则不然。

　　“作为一个园林或者建筑，怎么挖掘出内涵并且再把内涵做成IP和衍生品，需要一个系列的转化。如果仅仅是以自己的名义去做一些皇家元素的东西，那就需要一个很大的营销力度。”陈少峰表示，“衍生产品自带营销效果、自带粉丝，产品诞生后其实就不用再去做营销了。文创产品生产出来大家都不知道，没有来源也没有驱动力，没有自带粉丝的条件，做出来的东西就有可能卖不出去。而迪士尼一旦电影走红，就会有很多人购买相关产品。”

　　与被称为“网红”的故宫淘宝不同，单从淘宝店铺的销量来看，恭王府、颐和园等店铺的销量与故宫淘宝存在较大差距。以每家店铺销最高的产品来看，故宫淘宝月销量甚至可以上万，而恭王府、颐和园月销仅有几百。新京报记者也随机询问了部分消费者，知道故宫淘宝的人也明显多于其他景区店铺。有分析认为，由于产品独特性尚显不足，该产业的“头部效应”正在显现。

　　此前，一名故宫文化服务中心授权合作单位的负责人曾向新京报记者表示，做博物馆文化衍生开发，若母体IP不知名，更优质的IP则难以生产。博物馆的强大，即为衍生开发强大的基础。由此可知，景区IP本身的知名度与衍生开发深度捆绑，而在故宫、颐和园等景区均具备高知名度的条件下，营销成为了重要手段。事实上，最初故宫成为“网红”的契机，正是得益于《雍正：感觉自己萌萌哒》的动态1在网络上的走红，其后各类产品推广，均在微博和微信公众号等平台有较高曝光度。在业内人士看来，颐和园与网易严选的合作也正是包括类似的考虑。

　　“迪士尼这样的主题公园可以不断变换内容，在全球不断复制扩张；故宫、颐和园这样的景区不能复制，只能在原来基础上不断更新，去做营销。”林焕杰表示。

　　建议

　　改变传统模式，服务促进文创

　　眼下，国内景区衍生品开发仍处于早期阶段，甚至被业内指出“还有部分景区尚未进入这一阶段”。有故宫淘宝案例在先，对国内其他景区而言，目前当务之急仍是通过营销，将产品推广出去，并在此基础上进一步加大对景区内容的探索、挖掘。

　　“首先，景区的文创若能结合科技的快速发展，创意就会更贴近人们的需求，比如手机，这些都是文化创意的源泉。”中国社科院旅游研究中心副主任李明德表示，“第二，景区往往有很多展览品，可以把这些转化为人们的生活需要，与游客生活更贴近。第三，通过文化来更好地传播景区自身，让景区内涵更多地被人们了解。第四，景区还可以尝试理念型的创意，让文化创意更加形象。第五，文创产品与景区的服务是紧密结合的，在服务中也有很多创造的空间，可以延伸。”

　　由于景区与衍生品开发的连带关系，景区自身的服务对产品的推动也同样重要。“景区要提高服务质量，要改变传统的经营模式，其中也包括餐饮和纪念品。你可以挖掘出很多中国元素的商品，但要有形有神。”林焕杰表示。

来源：文化中国

The National Museum of the major scenic spots

In 2017, the revenue of the the Imperial Palace department was nearly 100 million yuan, and the online Taobao net store income was nearly 50 million. In 2017, the total sales revenue of the product was about 140 million yuan.
How can the scenic spot products sell 1 billion?
The Imperial Palace Taobao has become a net red, and the National Museum of the major scenic spots is a product of literary creation, but there is still a lack of content IP
Recently, the well-known scenic spot the Summer Palace lifestyle brand electric NetEase selected jointly launched the two special purchases for the Spring Festival activities, the future will expand the depth of cooperation. At the moment, the power of the scenic area of the scenic spot is growing, but there is still a certain difference between the IP development and the real sense. People in the industry believe that the current scenic spot IP development is still simple to stay in the application of elements, from the true meaning of the content of the content IP development is still a distance.
The total sales of the Imperial Palace in 2017 reached 140 million
With the approaching of the Spring Festival, in recent years, the "pile up" the major scenic spots of the products have not been idle. Recently, the well-known scenic spot the Summer Palace lifestyle brand business NetEase selected, jointly launched the "Royal special purchases for the Spring Festival festival. It is understood that the joint name of the joint products by the the Summer Palace combined with the strict selection of NetEase design, including mobile shell, jewelry, snacks and so on. In the future, the strict selection of the NetEase will also cooperate with the the Summer Palace in depth.
In addition to the the Summer Palace, the Imperial Palace, Taobao also announced on the day before to launch Beijing daoxiaochun gift cakes. As a country involved in the cultural and creative products representative scenic spot, the Imperial Palace Museum Chong Department Sales Department deputy chief Xi Yu told the Beijing News reporter revealed that in 2017 the Department of the Imperial Palace line revenue of nearly 100 million yuan, online shop Taobao revenue of nearly 50 million, the total 2017 sales revenue 140 million yuan for the cultural and creative products.
"In 2016, the sales volume of the product line was more than 3000 million. In 2017, the total revenue of the Department was 26.7% higher than in 2016. " Xi Yu said that, in 2017, the sales of 50 million of the online revenue of the the Imperial Palace Museum, which was created by the the Imperial Palace Museum, came from the sales of a series of products from the Q. At present, in addition to the Ministry of literary creation, the the Imperial Palace museum also has other departments to do the creation of the products. According to the public data, by the end of 2016, there were 9170 kinds of products in the the Imperial Palace Museum, which brought about 1 billion yuan of revenue for the Imperial Palace in 2016.
Nowadays, museums and museums are playing an increasingly important role in museums, including the Imperial Palace Museum, the Summer Palace, Gong Wang Fu, National Museum and Beihai park. With the upgrading of the domestic consumption structure, the survival mode of the scenic spots in the past depends on the change of the mode of survival of the ticket income. Enriching the profit model and promoting the two consumption of tourists will effectively promote the scenic spots to get rid of the shackles of the "ticket economy". Under this background, in recent years the rapid emergence as "net red" derivative products become a way of.
Domestic scenic spots only create products and lack the elements of derivatives
With reference to the income of derivative products, Disney is undoubtedly one of the representative cases. The derivatives brought huge profits, but also get a glimpse from the Disney data.
According to the world data, in the Disney net profit structure, the derivatives authorized business contributed more than 3 percent of the net profit. It is understood that in 2015, the scale of Disney derivatives realized 9% of its total business revenue, and its income reached 4 billion 500 million dollars, and its growth rate was significantly higher than the company's overall income level. The industrial chain of Disney's derivative products includes three links, which are processing plants, empowerment and channel merchants. According to the data authorized by Disney's derivatives business, the price of derivatives can be up to 8-10 times, thanks to the image premium caused by content creation.
In the model of product development and production, the the Imperial Palace museum also involves outsourcing. It is understood that in the joint design process with the cooperation unit, the the Imperial Palace cultural service center will put forward specific ideas and control the whole product design process. In addition, the the Imperial Palace will also be the survival of the survival of the fittest. Last year, the Imperial Palace also launched the "my heart" series of food, but also with the launch of production.
At the moment, the Imperial Palace and other scenic spots have been accepted by the public as the concept of a large IP. However, although they are all peripheral goods, but in the industry, it seems that Disney and such scenic spots are not the same type in the development of IP. From the consumer's feedback, it can also be seen to some extent the difference. During the "double eleven" period, Ms. Liu bought many derivative products and asked why. And the the Imperial Palace Taobao's regular guest Miss Li said that the motivation to buy these products is "style", two is the the Imperial Palace, with quality assurance.
"Disney is different from these domestic scenic spots. They have their own stories and contents, and they are developed into derivatives." Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, said, "derivatives need two development from their own story IP, image IP and so on. Some of our scenic spots have no derivatives of these elements, can only be created as a product. If the product is only a bit of the elements of the scenic spot, then the characteristics of the derivatives will not be outstanding, just a product. Now including the Imperial Palace, many are simple products, not derivatives. " To this view, Lin Huanjie, the president of the Chinese theme park Research Institute, also agreed.
The the Imperial Palace mascots are different, and most of the scenic spots are lacking IP
In the opinion of the industry, the IP, which is only based on the elements of the scenic spot rather than the content, will be unique in the product.