Is the cultural and Museum digital collection becoming a new trend in cultural tourism shopping?

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Source:"Zhihui" (id:tripvivid2), author: wangzhijun

When you were still in the Xingyue Bodhi hand string on the disc of dese yesterday, Xiao Wang next door took out his mobile phone and showed you his collection certificate of "King Yue's sword"

Last October, the digital collection of the cultural relic star "Goujian sword of the king of Yue" was officially released to the public. Anyone can make an appointment to purchase through the built-in applet of Alipay. 10000 copies were issued at a price of 19.9 yuan, which sold out instantly. Each holder has a collection certificate with its own ID bound and its uniqueness guaranteed by blockchain technology.

Image source: Hubei Museum Weibo

This has triggered a wave of issuing and snapping up digital collections of cultural relics. Take the digital collection platform "Jingtan" under ant group as an example. At present, the large-scale digital collection platform in China has successively issued more than 30 national treasure level cultural relics in conjunction with 28 national first-class museums including Hunan Museum and Henan Museum, including the bronze statue of tiger head in the Yuanming garden, the stone carvings in Longmen Grottoes, the painted pottery sitting posture and female figurines.

Imagine that in the past, those national treasures that could only be looked at through thick glass in solemn museums and called to billions of dollars by various auction houses could suddenly click their mobile phones and pay for a cup of milk tea to have their own digital collection. It not only has a certificate number and their own ID name, but also, like digital currency, is protected by blockchain technology to prevent theft, theft and expiration. Even thoughtfully designed a one click sharing, which instantly burst the circle of friends. It's really worth it!

People with developed financial intelligence immediately smell the opportunity of speculation.

Although there is a statement "do not hype, over-the-counter transaction, fraud, or use the digital collection in any other illegal way" in the purchase instructions of whale detective, some people will always take the ban as a guide, and where there is a gap, where to drill.

In order to protect the benign development of the data collection market and crack down on financial speculation, in April this year, the State Administration of cultural relics required that "cultural and Museum units should not directly sell the original data of cultural relics as limited commodities".

Afterwards, the scheme of "secondary creation of cultural relics" was put on the agenda.

On the International Museum Day in May this year, digital collections were in the limelight, and the new digital collections launched by major museums have quietly changed their appearance. The cultural and creative data collection of "chisel embryo enamel with peace and image" in the Palace Museum avoids the original products and is designed in an abstract style.

Source: website of the National Palace Museum

Although this kind of derivative after secondary creation has lost the "non renewable" in the traditional sense of cultural relics, it still can not stop the overwhelming enthusiasm of collection lovers, and each product is robbed in minutes and seconds.

Naturally, cultural and Museum units with a large number of physical collections will be the biggest winner of this digital collection craze. Whether they release 3D prototypes of cultural relics when the policy is loose, or engage in secondary creation when the policy is tightened, they have extremely rich resources. What can cultural tourism practitioners without these resources gain from this wave?

On June 11, taking advantage of the "cultural and Natural Heritage Day", the Yunnan tourism official launched its digital collection brand "yunqiong", and released the first cultural and tourism digital collection in Yunnan Province - Jianshui purple pottery "animal ear Fang Zun", with a limited sale of 611 pieces. As soon as it was launched, it was snapped up by many collectors and players.

This "animal ear square statue" is not a cultural relic, but a representative work of Jianshui purple pottery, a national intangible cultural heritage. It was designed and produced by tanzhifan, a master of Arts and crafts in Yunnan Province. This case has broadened the thinking of tourism practitioners. Without cultural relics resources, they can also tap their cultural and tourism resources to play with digital collections, and seize this wave of opportunities created by technological progress.

According to the research results of the 2022 Research Report on China's digital collection industry, a think tank of EU billion, the global digital collection market will develop rapidly in the past five years. It is estimated that China's digital collection sales will exceed 15billion yuan in 2026. Cultural and Expo tourism naturally has rich historical, cultural, geographical and artistic connotations. It has a wide range of materials and forms, and has taken the first mover advantage in terms of consumer cognition. It is worth trying by people in the industry.

1ใ€ Value realization of digital cultural and museum resources

Although issuing digital collections is the most popular way to realize the value of digital cultural and museum resources, it is by no means the only way. When a large number of traditional cultural and museum resources are digitized with the help of modern high-tech means, the new business model on this basis will appear like the Cambrian species explosion, which is a rare opportunity for every tourist who is keen to capture business opportunities.

Open the wings of imagination and see what new things can be found in the digital culture and Museum universe.

1. Multi direction authorization of digital copyright

1) Virtual objects and virtual scenes in games

Online games and mobile games have become important entertainment and communication tools for young people. And the virtual goods among them have more and more economic value. If the cultural and Museum units cooperate with the game production companies, they are authorized to make the ancient weapons, clothing, accessories, jewelry, etc. with real historical background into 3D shapes in the game, so that players can understand history and feel the power and beauty of Chinese culture while entertaining.

The copyright parties can agree on the sharing proportion in advance. Each licensed virtual article sold in the game will be shared by both parties according to the agreement, so as to achieve a win-win situation.

In addition, the scene of the game can also be set as historic buildings. Although there is no definite charging method, the copyright owner provides digital resources for game development, which will promote the game. Therefore, a certain licensing fee can be obtained from the game company.

2) Design elements of manufacturing

In order to push through the old and bring forth the new and lead the market, the traditional manufacturing industry is always looking for new design elements. Especially in clothing, luggage, furniture, stationery and other industries. After the digitalization of cultural and museum resources, some beauties blinded by historical dust have been gradually discovered, such as murals, seal cutting, calligraphy, etc. The refined artistic and cultural elements in line with modern aesthetics are authorized to the product design of the manufacturing industry, which is in line with the taste pursuit of the new generation of consumers under the current consumption upgrading trend.

For example, the smart wearable brand amazfit has launched a distinctive smart bracelet, which borrows the design concept of jade pendant and Lanyard in cultural relics to realize the perfect combination of classical aesthetics and modern technology, and is deeply loved by young consumers.

Another example is the cultural and creative product "Palace door luggage" of the Palace Museum, which uses the red door copper nail of the Forbidden City as the design element, and authorizes high-quality luggage factories to produce in batch, which instantly becomes a popular online product.

In addition, after cooperating with Tencent on "Dunhuang poem scarves", Dunhuang Research Institute fully felt the strong attraction of cultural relics + products to consumers, and then launched a new generation of "cloud silk scarves". In the wechat applet, it used Dunhuang mural elements DIY silk scarves, and then with the help of image processing and portrait recognition technology, it intelligently generated an effect picture of trying on silk scarves by itself. This consumption experience can be said to be both novel and warm.

3) Time travel on the tip of the tongue

Food is an important part of travel for all tourists. If we restore the banquet menus or food recipes of various dynasties and places recorded in ancient books and historical materials, and authorize interested restaurants to take this as a signboard to attract tourists and diners to have a taste and experience the food journey through time and space, wouldn't it be nice.

There are similar cooperation cases in snacks. The "Hufu biscuit" jointly launched by Shaanxi shisan restaurant chain enterprise and Shaanxi History Museum has meticulously made the biscuit mold with the shape of Du Hufu, the treasure of the museum in the Warring States period, so that the words on the Hufu can be restored to the biscuit. It is really sincere and has properly become a must buy letter for Shaanxi tourism.

Photo source: Weibo of flagship store of Shaanxi History Museum

4) Printed history

In science and technology literacy education in primary and secondary schools, 3D printing is often used to realize the imagination of children. Similarly, if the scaled down model or secondary creation design of cultural relics are combined with history to make a curriculum package, and then sold to primary and secondary schools at a reasonable price, or bundled with 3D printer manufacturers, so that children can play with 3D printing technology and simultaneously absorb historical and cultural knowledge, wouldn't it kill two birds with one stone.

2. Grasp the source of cultural innovation and promote the creation of derivative content

1) Stories behind cultural relics

There is a line that pierces the heart in the movie "journey through the dream": the real death of a person is that no one in the world remembers him anymore. A cultural relic is not like this. If there is no wonderful story, no matter how precious it is, it will be forgotten.

Nowadays, story content creation has gradually formed a sound industrial chain, and more and more creative and literary talents have joined the creation team, bringing a steady stream of new stories to the publication, film and television dramas, screenplays and other markets.

Cultural relics units can cooperate with high-quality story creation institutions to customize and create novels, poems, film and television scripts, script copywriting, etc. related to cultural relics after fully understanding the historical background, archaeological discovery process and other materials related to cultural relics. For scenes of ruins and buildings, immersive scripts can also be planned to kill cultural tourism products, which skillfully combine history and culture, tourism and leisure, entertainment and making friends, giving tourists a memorable experience, helping to strengthen brand awareness, and perhaps creating a written tourism popular product.

2) Don't be afraid of mischief if you want to be popular

The short video of station B has become a vogue, and has become a trend entertainment for the new generation of young people. The so-called spoof is actually that many up owners express their personal opinions through the editing and creation of short videos.

Cultural relics institutions can release some video materials about their collections, and then cooperate with the video platform to launch a second creation competition with cultural relics as the theme, triggering a wave of social communication upsurge.

3. Hold the Chinese civilization and look at cultural output

1) Develop online cross-border tourism business

Although it is difficult to obtain rigorous research data, from the survey of a limited sample, the first motivation of overseas tourists to travel in China is their curiosity and love for the traditional culture of Chinese civilization. According to the statistics in the article "cultural motivation of Japanese tourists to travel in China and Countermeasures to develop their market", more than 40% of all Japanese tourists choose the category of cultural relics and historic sites in their preference for tourism projects.

Preference of all Japanese tourists for tourism project selection

As a cultural and Expo unit or tourism enterprise rooted in China, although it is unable to receive overseas tourists due to the impact of the epidemic, it can integrate the increasingly abundant cultural and Expo digital resources, expand the business of "online cross-border tour groups", and use the existing or self-created vr virtual scenes, virtual museums and other cloud tourism resources to organize overseas tourists to experience the authentic Chinese culture online. You can publish promotional videos on youtube, promote them on Facebook or twitter, apply for cross-border payment interfaces such as PayPal, receive payment for group fees or tour guide services, and then pre sell traditional package tickets and other products for traveling to China after the epidemic. You can even use the overseas version of Tiktok tiktok to give a live English live broadcast, so that the live broadcast can "sell" goods abroad.

2) Panoramic mobile museum

Nowadays, many dazzling new technologies have emerged in the display technology, such as holographic stereoscopic projection, immersive panoramic projection, somatosensory motion capture equipment, flexible touch screen, etc. The combination of these new equipment is enough to turn an empty temporary plank house into Mogao Grottoes, Terra Cotta Warriors, or even the underwater ancient city of Qiandao Lake or the remains of the No. 1 ancient shipwreck in the South China Sea within a few hours.

Just like the old caravan circus, the mobile museum in the new technology era can also travel all over the world to show the wonderful digital cultural relics to the vast number of overseas "potential tourists" who have never set foot in China. Vice versa, it can integrate overseas digital cultural tourism resources and introduce them into China. Mobile display in the first and second tier cities will surely become a unique landscape.

2ใ€ How to bring cultural relics into the digital world

1. Main technical means of digitalization of cultural relics

After decades of exploration and research, as well as the learning and reference of international advanced technology, the quality and efficiency of digitalization of cultural relics have greatly improved, but the cost is constantly decreasing.

For the immovable cultural relics such as murals and architectural monuments (such as Mogao Grottoes and the Great Wall), technical means such as mobile high-precision photography, close range photogrammetry, three-dimensional laser scanning and aerial three-dimensional modeling can be adopted. It can not only record the ancient murals with the clarity several times that of the original, but also perfectly repair the damaged parts according to the overall painting style and tone through artificial intelligence algorithm.

The huge ancient buildings and the winding city walls can also use the aerial 3D modeling technology to record the complete 3D appearance digital model in just a few days. No matter in the future, in case of earthquake, fire or man-made damage, it can be restored to its original state. Of course, visitors can also immerse themselves in the digital world.

For cultural relics with small monomer, portable handheld 3D laser scanner or 3D optical scanner can be used for digital collection, and the collected lattice data can be transformed into 3D model of continuous surface through software.

2. Share the cost with all efforts

It is conceivable that although the price of these digital acquisition equipment is becoming more and more popular with the development of science and technology, it is still a lot of investment. More importantly, people have to go through hundreds of projects to master the skills of cultural relic shooting and aerial modeling. Self learning or training takes a long time.

The most realistic way is to cooperate with a professional cultural relic digital collection company or studio, and pay according to the project, but part of the payment can be allocated to the income share of future projects to reduce the pressure of initial investment. Or rent equipment to learn by yourself, gradually practice mature hands and make long-term plans.

3. Mobilize the power of customers and fans

Through pre-sale of future products and services to customers, crowdfunding to fans and the public for specific projects, and application for project sponsorship from affiliated enterprises, some funds are obtained to alleviate the investment pressure of digital collection in the early stage of the project.

The above has discussed various ways to realize the value of cultural and Museum digital resources, including practical cases and speculation. We are willing to brainstorm with people in the industry and make modest contributions to the tourism industry in the digital age.

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