This article Author: Nino Tang

In recent years, the Palace Museum, which has more than 1.8 million precious collections, has also become commercialized. Is the "Jifu" series of the Palace Palace culture and ICY cooperation hitting the pain points of consumers again?

Shanghai, China – The “IP” (Intellectual Property), which earned 1.5 billion yuan last year, has made a new fashion attempt, and cooperated with the local designer brand and the designer platform behind it, ICY. Clothing" clothing products.

But this is not the first attempt by the Forbidden City to try to get people out of their intrinsic thinking. Playing an "IP" card is a step forward for the Forbidden City as early as 2013. Through the Dongfeng of the national tide and the local culture, the "IP" of the Forbidden City, which debuted in the "selling" posture, launched a series of fashionable products. At the Yabuli Forum held in February this year, the president of the Palace Museum, Shan Yuxiang, was the first. It was revealed that in 2017, the sales revenue of the Forbidden City Wenchuang reached 1.5 billion yuan.

Try to use the tone of young people to attract more millennials to pay attention to the old palace that is not old. To some extent, this step must have the government's thrust to enhance cultural self-confidence, but at the end of the day, the Forbidden City is still worried. Young people's cognition of Chinese ancient culture cannot be obtained from the "court drama" alone.

Making a story-based product, not just a “branded” product that is on the surface, is a question that the Forbidden City “IP” will face. Now, whether the role of the Forbidden City fashion in this role will work will be tested by its team operations and execution capabilities. Under the premise of respecting the history of love for culture, the fashion road of the Forbidden City still has a long way to go, but the "new clothes" of the Forbidden City are already in the upper body.

Palace Palace Culture X ICY "Jifu Resurgence" Series | Source: The other party provides

The Forbidden City has been developing its "IP" in a gradual and progressive manner over the past few years. In May 2013, the Forbidden City launched the “胤G Beauty Map” App. On the New Year's Day in 2014, We launched the WeChat public service number “Micro Palace”, followed by the launch of 8 apps, and the App “Emperor's Day” appeared in the state of brand anthropomorphization. After reclaiming the design rights of the Forbidden City in 2013, it developed 1,273 products, ranging from folding fans to chargers, and quickly established the flagship store of the Palace Museum in Tmall.

The Forbidden City continues to entertain its content. After the "I am in the Forbidden City Cultural Relics" aired, in 2017, the National Palace Museum and the Nanjing National Museum and the nine major national key museums and the CCTV launched the Wenbo exploration program "National Treasure", and in the year 2019 came to the second. In the quarter, at the end of 2018, with Beijing TV Station, the "New Museum of the Forbidden City" was launched. The main purpose of the program was to "zero distance" into the public eye, and to create a cultural and creative product that carries the story of the Forbidden City, and to innovate and inherit the Forbidden City culture.

Cross-border cooperation has also become a point of constant innovation in the Forbidden City. "One of the purposes of 'IP' cooperation is to move the other's existing heat for its own use. This may be a short-term effective and rapid means of attention, but I doubt what long-term it can bring to the participants. Value. Especially when multiple parties collectively 'grab food' for the same 'IP' in the short term, it is bound to dilute the uniqueness of 'IP' itself," said fashion curator Pooky Lee.

Beijing Palace Culture Development Co., Ltd., a company directly affiliated to the Palace Museum, has always positioned itself as a “culture-oriented fashion” enterprise. It is easier to let the younger generation change the concept of profound culture, but this is not easy. "The way to go from culture to fashion is from 0 to 1. It is the most stressful. The Forbidden City gave you a feeling of 'high on the top' a few years ago, the authority is private, and the word fashion is avant-garde and frontier." The Forbidden City Ma Xiyuan, deputy general manager of the Palace Culture Development Co., Ltd. said.

The company chose to use the more easy-to-use accessories as the starting point for fashion. It is a wise choice. It has signed contracts with many jewellery designers such as Zhonghua, Tanya Wang and Liu Fei, and launched the Imperial Garden series jewelry accessories of the Forbidden City cultural jewelry brand. In the process of the ever-increasing proliferation of the Forbidden City to make the "IP" gradually mature, the Palace Culture Jewelry naturally became the golden signboard of the Forbidden City Palace culture. “When we stepped out of this step, we were recognized by consumers and young people, and they felt that this kind of innovation was comfortable and gave us a lot of confidence, so we planned from creativity to design production and even crafts. It is very rigorous in grasping the products of 'culture is fashionable'," said Ma Xiyuan.

Subsequently, the Palace Palace jewelry and media platform, the brand side continued to launch jewelry products, but also with the film and television actor Li Bingbing, "flow" blogger Libeka to start a handbag, hand account business. Trying to transition from pan-fashion goods to pure fashion goods, the strategy of the Forbidden City really works. At that time, the income of the Forbidden City Wenchuang products exceeded RMB 1 billion in 2017, a year-on-year increase of 50%.

After testing water jewelry, glasses and handbags, from hook fashion to extension and development, the Palace Palace culture is trying to create a large-scale "incubator" of "culture is fashionable". The result of this "incubation" is fashion. The Forbidden Palace court culture has obtained the first cross-border authorization for the Forbidden City. It will be integrated with the global designer platform ICY, trying to give the beautiful palace works and its rich connotations of the Forbidden Palace to the concept of “Jifu” and reappear in the public with modern methods. Vision.

The Forbidden Palace court culture and ICY invited Awaylee founder Li Wei, secret fan founder Han Wen, deepmoss founder Liu Xiaolu, cutting-edge designer dream meeting and 5 min design director Wu Hao to participate in the design. This includes both brand designers who focus on “national style” fashion and creative newcomers who are modern and avant-garde. The collision of concepts is the origin of sparks, but how to achieve "IP" commercialization and do the fashion of the "IP" of the Forbidden City?

In the designer's choice, Ma Xiyuan said, “Love the traditional culture is the foundation.” He Zhi, editor-in-chief of the local fashion vertical media magnet, believes that “simple copying of the pattern is obviously not the best way. The designer must first understand the tradition. Culture, really love it, in order to facilitate their intermediate transformation and transition."

Culture is ahead and fashion is behind. When the culture is ready, how to separate from the current "Hanfu" and "Huafu" hotspots, to achieve the fashion level of hitting consumers' pain points, is also the homework "IP" must do.

Palace Palace Culture X ICY "Jifu Resurgence" Series | Source: The other party provides

“Oriental aesthetics is the basis of our design of soil. Clothing is a more extensive expression. If the aesthetics of the Forbidden City is presented to the public, it is a good promotion. Use abstract aesthetics to use figurative expressions.” ICY CEO Gu Yingying Said.

The Palace Culture did not cross-border cooperation with a single brand. Instead, it chose a designer platform such as ICY, which mainly focused on ICY's mature production supply chain. ICY currently has a stable cooperative relationship with more than 20 factories, and can complete small batch production with flexibility.

“Our whole philosophy is to turn good design into a good product and make good products into commercial goods with good commercial performance,” Gu Yingying also told BoF. “Fashion is not a privilege of a few people. Most people's daily routine." And Ma Xiyuan also mentioned that the supply of products comes from the needs of consumers, the palace palace culture does not serve the niche, does not serve the privileged people. Respect the traditional culture and let the public feel the fashion. This may be an opportunity for cooperation between the two sides.

When culture, commodities, design and fashion are all in place, it will face the test of the young people market. As Pooky Lee also said, “ICY and the Palace Court culture cooperation, interesting point is that many participating designers joined this cooperation in the name of the brand vice line, which also reflects everyone’s cooperation. Prudent mindset."

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