Why can museums make food and jewelry?
In the Forbidden City, the department responsible for cultural and creative affairs is the "Forbidden City Cultural Service Center." In the beginning, they had their own R&D design team to develop products. In the past few years, due to the increase in categories, the team has become a “gatekeeper†role, and the design and production development links are handed over to the authorized party. In fact, the pastry snacks, necklace handbags, and stationery tapes that you see are all different company entities and operators, such as the Forbidden City Food, the Forbidden City Cultural Jewelry, and the Forbidden City Taobao. They all count as specializations in the industry.
To make an analogy, you may wish to understand the Forbidden City as Disney. It has a lot of ready-made characters and stories, such as Mickey Mouse and Iron Man, and it is deeply rooted in the world. All it has to do is find cooperation in different fields. Fang, attach these virtual characters to the real object, such as the Mickey Mouse's water cup, school bag, or Iron Man's same proportion armor. The core IP of the Forbidden City is the collection of artifacts, the aesthetic system derived from the entire Forbidden City complex, and the historical stories behind them. In terms of the possibility of derivatives, the potential of the Palace Museum is no smaller than that of Disney.
At the end of 2015, the number of Wenchuang products launched by the Forbidden City reached 8,683, and now more. Among these products, there are 49 yuan notebooks, there are also 500,000 yuan pure gold watches, even the fashion blogger Rebecca also launched the joint-name "Forbidden City cat" jewelry.
Holding the big IP of the Forbidden City, these authorized cooperative companies can do a lot of things, but they are also subject to many restrictions. For example, every aspect of product development and marketing needs to maintain communication with the official website of the Forbidden City, and the product quality is also very demanding. In addition, the Forbidden City also puts forward a rigid requirement for these operators to actively spread the Forbidden City culture while selling products. The list of these authorized companies is not fixed. Generally, the number of authorized contracts is limited, so the number and scope of licensees will be changed from time to time.
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