Beijing Tiantan Park Wenchuang Derivatives e-commerce platform online sales "cold"

The enthusiasm of parks and museums for the development of cultural and creative derivatives is still high, but the actual sales situation is uneven. Recently, the Beijing Business Daily reporter was informed that at present, Beijing Tiantan Park Wenchuang Derivatives Online Store has been on the e-commerce platform for one month, but the sales situation is not optimistic. Up to now, in the Taobao "Tiantan Gifts" online store, a total of 47 kinds of cultural and creative derivatives have been launched, of which only 8 show "sold", and the total sales of these 8 products are only 13 pieces. According to the relevant person in charge of the Temple of Heaven Park, since the development of cultural and creative derivatives in the second half of 2016, Tiantan Park has developed more than 400 cultural and creative derivatives, and opened three cultural and creative stores in the park. About 3 million yuan. However, in contrast, the survival path of the Temple of Heaven online shop has been difficult. "At present, the Tiantan gift shop is difficult to afford the higher 'traffic' cost of the e-commerce platform, basically only rely on the 35 yuan package and other offers. To attract customers, but this also caused the Tiantan Wenchuang online shop to basically pay for a postage. Introducing the insider.

Difficult "online business"

"At present, the sales of Wenchuang derivatives of Tiantan mainly rely on the offline stores in the park." The relevant responsible person introduced that in December 2016, April 2017 and October 2017, the Temple of Heaven will successively pray in the park. There are three Wenchuang Commodity Stores on the west side of the gate, Qixing Pavilion and the west side of Tanjung Bridge. According to informed sources, the Temple of Heaven is also preparing to open a fourth Wenchuang store in the park. The products sold in the store will insist on the original cultural and creative derivatives. However, compared with the annual sales of millions of dollars in physical stores, the official Taobao Wenchuang store called “Tiantan Gift” in Tiantan Park is really “cold”.

Beijing Business Daily reporter found that at present, Tiantan gift Taobao shop has a total of 47 products, involving 7 series of home, Wenfang Ya play, the unit price ranges from 5-398 yuan, of which the unit price is 20-50 yuan. Most commodities. In terms of sales volume, the highest-selling “Required Paper Tape” in the Taobao store is divided into three categories: light blue, dark blue and red. The unit price ranges from 15-20 yuan, and Taobao shows 3 successful transactions. In addition, only 7 items of auspicious wishful refrigerator stickers, riding dust-proof triangles, etc. were sold, respectively, and the remaining 40 products were sold at zero. According to Tianbao gift shop Taobao customer service, the products sold in Taobao store and the price of the physical store in Tiantan Park are the same. The order for the single order in Beijing and abroad is 8 yuan and 12 yuan respectively. At this stage, a single order is over 35 yuan. , over 99 yuan and then reduce the activity of 3 yuan. The above-mentioned insiders told the Beijing Business Daily that the package activity will last for about a year, but because the monthly express delivery number in the store is really limited, it is difficult for the operator to sign a monthly contract with the courier company. Lose the status of a postage.

"At this stage, the 'Tiantan Gift' Taobao shop basically belongs to the stage of crossing the river by feeling the stones. Although it is only one month on the line, the investment of the company to the online shop is close to one million yuan." Tiantan Park Wenchuang Derivatives Operator Wu Xianming, Chairman of Womei Manufacturing Technology Co., Ltd. revealed that in the initial stage of online store launch, the cost of framework construction, marketing, promotion and so on is a small cost, and if the online store has to build a certain degree of attention, it must To make continuous, large-scale investment, it is very difficult to make a profit in the short term.

Market development has a huge "temperature difference"

In the Wenchuang derivatives development market, Tiantan is considered to be a newcomer just entering the game. In 2013, after the launch of the Palace Museum's cultural and creative derivatives, it has been receiving attention from outside the industry. According to statistics, in August 2015, the Forbidden City Taobao Store participated in the “Positive Cost-effective” promotion. It only sold out 1,500 mobile phone holders in just over one hour. In one day, there were 16,000 single-text derivative products, and the Palace Museum’s The sales of Wenchuang derivatives also increased from 600 million yuan in 2013 to nearly 1 billion yuan in 2015. As of the end of 2016, there were 9,170 cultural and creative derivatives in the Palace Museum, and the income brought to the Palace Museum was also about 1 billion yuan.

The success of the Palace Museum allowed the outside world to see the huge stock of the Wenchuang derivatives market. On the other hand, it also allowed the park scenic spots, museums, art galleries, etc. to accelerate the pace of entry. However, the reality is that consumers are increasingly rising. There is a huge "temperature difference" between consumer enthusiasm and product sales.

According to a survey conducted by the Beijing Business Daily, after the Palace Museum, the Summer Palace also sold its own research and development derivatives. The “First Summer Palace Cultural and Creative Products Exhibition” was launched in August 2016. The products cover four series of national gift series, creative wenwan, lifestyle products and travel imprints, covering notes, bags, scarves, cultural relics, fans, and costumes. Hundreds of products in 20 categories. In November 2016, the official Taobao store of the Summer Palace, “The Summer Palace Royal Sale Street” was put into operation. At present, there are 142 items on sale. The three highest-selling items are antique flowers and birds, a double-sided silk fan and a lucky mirror. Both are shown as 6 people.

In addition, compared with the 120,000 copies of a sachet in the Forbidden City Taobao store, the sales situation of the Summer Palace Taobao store is optimistic. In addition to sales, some Wenchuang derivatives online stores are also facing operations. test. In January 2015, Gongwangfu opened a flagship store in Tmall. However, in December 2016, “Gongfu Wufu” and “Gongfu Doll” and other products were quietly removed. The relevant person in charge of the sales department of Gongwangfu said that Prior to this, Gongwangfu Tmall flagship store was mainly operated by a third-party company, but the cooperation was terminated due to business philosophy. Subsequently, the official website of Prince Gong's Mansion was launched. At present, there are 111 items in the store. The best selling pure copper bookmarks cost 20 yuan, 24 people pay, and the world's first blessing painting with a price of 260 yuan is only 9 people pay.

Beihai Park's cultural and creative derivatives were unveiled at the end of 2016, and the product range is also expanding. Recently, the “Twenty-Four Seasons” Wenchuang products were launched; there are more than 100,000 pieces of modern art works and collections of folk art works. The museum also began to focus on the development of cultural and creative derivatives. However, many consumers have reported that many cultural and cultural derivatives in parks and museums are only printed, lacking in design creativity, and naturally there is no incentive to consume.

Online and offline need differentiated positioning

The IP is the best in the world, and the same is true for the scenic tourism. It is reported that at present, there are two models for domestic development of scenic spots and museum derivatives. One is the "Forbidden City model", which will authorize the IP of the museum to other companies, thereby increasing and broadening the types of derivatives and sales channels; This is the “National Bo Mode”. This model is to put the IP resources of each museum on the platform through platform construction, and the enterprises select the museums of interest to connect. According to informed sources, the current Tiantan belongs to the former, mainly to authorize the Tiantan IP to the operator, and the operator designs, produces and sells it. Tiantan Park is responsible for “checking” and extracting it.

Wu Xianming said that in the future, after the Tiantan Wenchuang derivatives development enters the 2.0 stage, there will be obvious differences in the types of products that are focused on the online and offline. At present, the higher sales in the physical stores are mainly the products of the blessings and the refrigerators. Kinds of souvenirs and kaleidoscopes, puzzles and other children's toys , and in addition to the best-selling products in the online store, online stores will focus on some office supplies, custom gifts, precious metal products, beauty products, smart wearables, etc. E-commerce sales products.

Shen Wangshu, deputy director of the Capital Culture Development Research Center of the Beijing Academy of Social Sciences, stressed that Wenchuang derivatives should not only be creative and practical, but also learn to tell stories as a development subject. “Whether it is a garden or a museum, in the process of independent research and development, What we have to do is to fully understand the background material of the developed products. We must not only start from the appearance of the garden landscape and the collection, but to explore the deeper meaning behind these historical artifacts and extract them to give the products. Communicate to the audience to better stimulate consumption."