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How to use the culture "selling Meng" in foreign museums
After decades of development, famous museums in Europe and the United States have matured in the development of art derivatives.
Since the end of 2000, the National Museum and Art Gallery of the United Kingdom has been freely opened, with government funding only accounting for 30% of its total revenue, and souvenir sales have become one of the main sources of income. The British Museum’s art derivatives have annual revenues of up to $200 million (approximately RMB 1.27 billion).
In Western museums, derivatives stores are generally located in prominent locations at the gates, and there is more than one place to meet the needs of visitors who travel along different routes. According to statistics, 40% of the audience will shop in the museum and 60% will shop at the end of the tour.
For example, all major art galleries or museums, such as the Metropolis and the Louvre, have specialized derivatives development departments that produce derivative postcards, souvenirs, and high-end replicas. The Louvre has classic-style derivatives, the Musée d'Or has modernist-style derivatives, and Pompidou also has derivatives that are similar in its own style, and these derivatives can meet the needs of different types of people.
The New York Metropolitan Museum’s annual art derivative sales amounted to 400-500 million US dollars, accounting for 80% of its total revenue. The total number of derivatives developed was over 20,000, such as those worn by several famous paintings. Necklace style, you can develop a series of women's jewelry. Its art store has only eight in New York City.
British culture often gives people a sense of orthodoxy, and the British Museum should do the same, but in fact the British Museum "selling Meng" also has a set. The status of the little yellow duck in Western culture may not be well understood by the Chinese. In the British family's bathtub, there are often a few rubber ducks, which are the symbols that carry the memories of the British childhood.
In 1970, singer Jim Hansen created a popular song "Little Yellow Duck". The little yellow duck has since become a popular cultural element. The British culture cannot be left behind, so there is a small costume wearing various national costumes. Yellow duck.
The souvenir shop of the British Museum also launched a set of small yellow duck souvenirs, sprouting ducks or Sphinxes dressed as ancient Egyptian sphinxes, or armor, or heads of ancient Romans or Vikings Wearing an Indian feather headdress. Showcase the all-encompassing collection of the British Museum through the little yellow ducks that the British love.
The off-campus activities of the British Museum are equally exciting. Every day, the museum selects some collections, and the audience can play and appreciate them under the guidance of the staff. In the academic field, the museum works with a number of universities to offer elective courses, and some courses can also count credits. The Louvre's artwork is famous in major museums around the world, so the souvenirs of the Louvre are also artistic. Mona Lisa, one of the treasures of the three major town halls of the Louvre, has the highest rate of appearance in souvenir shops.
According to the information provided by the Louvre souvenir shop, the best-selling Mona Lisa souvenir is a guide to the Louvre. Of course, the French will not present all the Mona Lisa in front of the tourists, so in the souvenir shop of the Louvre, Mona Lisa has repeatedly “transformed” into various souvenirs. , Rubik's cube, jigsaw puzzle, mug, etc. can see the shadow of Mona Lisa.
One of the most "meng" souvenirs is a tour of the Louvre for children. On the cover of this guide, Mona Lisa has a kitten in her arms. The kitten is preparing to swim in the Louvre, and Mona Lisa will serve as a guide for the kitten.
In the souvenir shop of the Tokyo National Museum in Ueno, Tokyo, Japan, the original peripheral products with the theme of the collection of pottery are currently very popular. The "Tao Yu Socks" (432 yen, about RMB 22) that has "turned into" Tao Xun's image has sold more than 10,000 pairs, which is an inexpensive and unprecedented product. The prototype of the product is the two people who were unearthed in the wild tomb of the wilderness of Kumagaya, Saitama Prefecture. The gesture of single-handed, like-like dance, the simple expression has been widely loved, and even boarded the textbook, becoming the "facade" of Dongbo.
The instep is printed with the large face of the pottery, the unique design, pink, orange and other colors taken from the image of the pastry captured the female consumer's favorite, and then launched the children's socks. The manager of the store, Tanaka Chieko, said: "Because of the different colors, some customers have bought many pairs for this, and there are many family-friendly customers who come to the museum for socks."
Compared to the first two museums, the Metropolitan Museum of Art in New York may have to be more serious, which is contrary to the instinct of Americans. Overview of the souvenir shop of the Metropolitan Museum, the goods are either artistic or practical, and there are not many goods that are considered “meng”. Instead, a replica of the Egyptian blue hippo pottery is vivid and embarrassing, and the shape of the round is quite round. To be eye-catching. This blue hippo is the epitome of the collection of ancient Egyptian art from the Metropolitan Museum. In addition to Cairo, there is the largest collection of ancient Egyptian art in the world. About 36,000 exhibits include historical relics, cultural heritage, etc., from the Paleolithic to the Roman period.
It is worth mentioning that this replica of the blue hippo pottery is not only available at the Metropolitan Museum, but also in the Louvre souvenir shop, but the French have added a whole body. Bright silver product. At the British Museum, this embarrassing hippo waits for visitors to “take away” with a more rounded, five-small shape.
The Metropolitan Museum regularly holds public lectures related to exhibits in the museum, or invites experts from relevant fields to give lectures based on the recent theme exhibitions. In addition, the Metropolitan Museum's website will often publish documentary short films and interactive programs related to the collection, as well as a variety of mobile applications and interactive games, through a series of simple small games such as guessing, cards, etc. Presented in a way of music.
For many foreign visitors, it has become a consumer habit to take away a few souvenirs after visiting museums and art galleries. In foreign countries, almost all art galleries and museums have their own art stores. Derivatives have long been extended to various fields of daily life such as clothing, toys, home decoration, audio-visual books, online games, food and beverage, etc., and have become an important pillar of museum revenue.
This article is from: Wenchuang Industry Review