The Great Road of the Forbidden City: Promoting Industrial Integration with Cultural IP

In recent years, the Palace Museum has been quite successful in IP creation and cross-border marketing. With the full exploitation of IP value and the launch of a series of cultural and creative products, as well as the propaganda of grounding gas, the income of the Forbidden City Cultural and Creative Industry in 2017 reached 1.5 billion yuan. The Forbidden City has become a super "net red"!

At the 10th China Brand Licensing Summit Forum held on March 30th, Liu Hui, Chairman of Beijing Forbidden City Cultural Communication Co., Ltd. made a wonderful theme sharing on “Super IP: The Great Road of the Forbidden City”.

Speaking of the Wenchuang products of the Forbidden City, many people will think of small objects in daily life, such as tea sets, coasters, bookmarks, iPad bags, various small paper stickers and so on.

These highly innovative cultural and creative products are sourced from the buildings of the Forbidden City and include very well-known and precious cultural relics. However, the Wenchuang products of the Forbidden City are not limited to these "small gadgets."

Make cultural elements a super IP

As mentioned above, the architecture and cultural relics of the Forbidden City contain endless cultural elements. How do you dig and create well-known IP?

Liu Hui introduced that in recent years the Forbidden City has made a series of bold attempts. The Forbidden City has made a well-known precious cultural relics a systematic project in the exhibition. It has evolved into a cultural phenomenon in which the people have been actively involved in the activities of the past, and the exhibition has more embodied the "people's nature".

For example, the 2018 "The Riverside Scene at Qingming Festival" is a re-creation of the precious cultural relics of the Qingming Shanghe Map, which is limited by the exhibition itself, and an immersive theater, using the composite effect of real and naked VR. To the audience.

When the audience exhibits, there will be an immersive feeling. You will find that the 3D images in front of you really restore the style of the Northern Song Dynasty capital, the shops, the streets, the scenery of the Weihe River, and the performances of real people and VR.

At the same time that the exhibition brought huge flow, the Forbidden City made the "Qingming Shanghe Map" into a series of series of cultural and creative products, and extracted some of the details to give new meaning and integrate into the modern people's life.

It is also the creation of cultural IP. This year's "The New Year in the Forbidden City" is a model for the successful landing of Chinese traditional festivals. This event combines the cultural relics exhibition to bring out the traditional festival of the Spring Festival in a multi-dimensional way such as online video, animation creativity, product derivation, and non-legacy teaching.

Super IP out of the Forbidden City

"The advantage of this digital exhibition is that it can be landed, can go out of the Forbidden City, and can be used for exhibitions throughout the country. In particular, shopping malls can also be used for small exhibitions, including space creation and many other aspects."

Whether it is the "Qingming Riverside" exhibition or "the New Year in the Forbidden City", the Forbidden City has successfully copied these two cultural IPs into many related formats, thus fully integrating into people's lives.

Whether it is the extension of the cultural IP entity, the cooperation of the flash shop, or the cooperation with Baidu, the "Emperor's Blessing Series" small program, and the ICBC cooperation credit card series expression package and other online products are all created by the Forbidden City. The successful practice of Super IP.

As Liu Hui said: “The cultural and creative industries are not making small tourist souvenirs, but cultural empowerment industries.” Through the bold innovation of the Forbidden City, we have successfully created a series of super-cultural IPs and walked out of the Forbidden City to form a commercial center. The integration of related business formats such as cultural travel projects and physical storefronts

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