At the age of 598, the "old man" Palace played a new trick.

He moved the puppets played by the emperors, the ceiling of the Changyin Pavilion, and the green tile of the Wenyuan Pavilion, which were not revealed to the world, and moved to the TV show. A group of 20-year-old college students saw a big brain and saw creative pictures such as pajamas and scented candle cups.

These ideas, through the voting and crowdfunding of netizens covering different ages, transform the old antiques hidden in the deep courtyard into new objects at your fingertips. People living in the Internet age finally have the opportunity to think according to their own minds. Even if they are through gadgets such as calendars and lipsticks, they can “vote with their feet” to outline the feelings of the Forbidden City in their hearts.

The new gameplay is an endless stream of the Forbidden City, and it is always possible to find ways to protect originality and allow new models to fall on the Internet, doing things that could not be done.

For example, crowdfunding a pajamas.

Forbidden City pajamas are on fire

When "the pajamas of the Forbidden City" rushed to the microblogging hot search, "Upper New Palace" just finished the second period.

In this program, stars such as Zhou Wei and Deng Lun have become developers of innovative products. Each issue will be with Cai Shaofen and other quiet stars to find clues in the Qing court life, and find cultural relics to provide design students. The collected creative manuscripts will be officially launched on the Taobao crowdfunding platform after being voted by netizens.

Before the appearance of "the pajamas of the Forbidden City", stars such as Monday, Deng Lun, Wang Likun and other stars in the Changying Pavilion of the Forbidden City staged the secret of the "Dragon's Day" of the Qing Dynasty royal fairy drama, and unearthed it. The cranes and bats on the ceiling of Changyin Pavilion, as well as the elements of the Qing Dynasty’s old-fashioned robes, “The Silk Man”, are used to develop the products of Wenchuang.

After the netizen voted, the “Changxin Pajamas” created by the students of the Central Academy of Fine Arts stood out from the large number of submissions in the current period. "Combining the cranes and bat patterns in the Changying Pavilion ceiling with the costumes of the Qianlong period, designing pajamas, meaning the bats are pleasing, and Hehe is good." The creators hope to interpret the fun brought by the drama culture with audio-visual culture. Let users experience the smooth journey brought by Changyin Pavilion.

The show aired on November 16th, and the same day "comfortable pajamas" was registered on the Taobao crowdfunding platform. Taobao crowdfunding person Cheng Xin said that on the day of the release of “Changxin Pajamas”, the target achievement rate reached 100%, and the four words of the Palace Pajamas also rushed to Weibo Hot Search List in a very short time, and the crowdfunding amount exceeded 1 million. Some gears are sold out within 1 minute.

The "Night Pajamas of the Forbidden City" produced by netizens "voting with their feet" became a hot topic in an instant.

As the second edition of the "New Palace", Wenchuang products, "Happy Heart Pajamas" on the day of Taobao crowdfunding release, the target achievement rate reached 100%

Rights protection encounters twists and turns

Soon, Tao Yong (the new Forbidden City) operation staff Lin Yong (pseudonym) found that the situation was not right. "Someone downloaded our map directly, without any modification, used in other stores." After seeing piracy He "has been blinded at once."

Lin Yong looked for the rights in the past and was beaten up. "The other party said, you have the ability to sue me." Lin Yong met with "experts". The other party knew that in such a short period of time, "comfortable pajamas" could not complete the application for filing patents and appearances, and it was difficult to obtain strong support for rights protection.

For the princess pajamas still in the crowdfunding period, this may be fatal: the main child has not yet been born, and the counterfeit has already entered the room. The bad money thus occupies the nest, and the name of the product purchased by the consumer is unclear, and the trust of the brand will be lost.

They can only ask for help from the platform, and the information flow is transferred to the person in charge of the operation of Ali Original Protection Platform.

"The usual practice is that the goods will be filed before the release of Taobao Tmall, and we will pass the review. The crowdfunding model products encounter this kind of situation for the first time." She said that the platform encourages businesses to deposit certificates as soon as possible. However, considering that the "National Palace Pajamas" actually proved originality when the program was broadcast, the original original protection platform was approved and approved, and the merchants were required to report the infringing links and the needs of the store.

Xiyue said that in response to this new situation, the platform will simultaneously incorporate the crowdfunding model of merchants and commodity construction mechanisms into the original protection platform. Later, the crowdfunding products are also applicable to the first work of depositing certificates, and then applying for crowdfunding products.

In the process of defending the "National Palace Pajamas", some of the reported businesses also filed complaints. "On the one hand, there will be algorithms to judge. On the other hand, we have introduced a public review mechanism." Xiyue introduced that the public review also invites consumers to judge genuine and plagiarism, "500 or 1000 people, the platform is based on the public. Comments to determine whether to support the complaint."

“Special thanks to the rapid response of the various teams on the platform.” Lin Yong said that every day, various businesses imitated “the pajamas of the Forbidden City”. After entering the original protection platform, the market gradually became the source of the original. With the continuous broadcast of the program, new models such as scented candles have been completed on the original protection platform, and they are on the Taobao crowdfunding.

Silk was once out of stock

With the "Changxin Pajamas" as the representative, the "New Palace" series will launch 9 Wenchuang products.

Liu Bing is the chief producer of the program. He is also the chairman of Hua Chuan Culture and Chuntian Film and Television Co., Ltd., which cooperates with the Forbidden City and Beijing Satellite TV to explore this new path of cultural communication. After the program became popular, there was a voice questioning that the program group was under the banner of cultural communication. Make a profit and create a profit.

"Compared with the cost and cycle of programming, the profit margin of Wenchuang products is too much." Liu Bing said that he and the team "into the palace" more than 200 times during the recording of the program, each program should be studied. The materials piled up to be 2 meters high. I was forced to turn a variety show team into a study team. What everyone was discussing was not how to sizzle the programs and products, but whether "the heart of Qianlong lived in a palace."

As for the development of the Forbidden City cultural and creative products, it is the goal set at the beginning. "Purchasing is the best protection, sharing is the best communication." Liu Bing said, invite netizens to vote, select the highest number of creative manuscripts to develop Wenchuang Commodities, or cooperation with the Taobao crowdfunding platform, are aimed at netizens who are growing up and living in the Internet age, attracting them to “vote with their feet” and create a “revolutionary production and communication closed loop”.

On the basis of the protection of creativity, Taobao crowdfunding makes it possible to “buy while selling”.

“Taobao crowdfunding innovative marketing model can minimize the cost of pilot production trials in the same section.” Taoxin crowdfunding person in charge said that this is reflected in the sales scale achieved by crowdfunding, the volume of market announcements, The accumulation of the first angel users and the value of real market feedback data.

He revealed that as of the end of December 2018, the "New Palace Museum" series of projects, the same period of the fourth phase of the same section, the fundraising amount exceeded 1,387,5000 yuan, more than 28,080 participants.

With the help of original protection and Taobao crowdfunding, the Liu Bing team allowed 9 of the 9 products in the 9-stage program to be delivered to them as soon as possible in accordance with the time agreed with the consumers. "The original collection form of the program is destined to be unable to complete the stocking in a short time after the program is broadcast, but it is not a young person's way of reminiscing after the program is broadcast for a long time." Liu Bing was surprised at the popularity of "Changxin Pajamas" in the market. "The silk raw material suppliers in Jiangsu and Zhejiang provinces are out of stock, and they dare not apply for traffic support, fearing that the supply chain can't keep up."

Looking for the Forbidden City in everyone's heart

On January 11th, "The New Palace" will usher in the first quarter of the finale. Liu Bing plans to make a total of 9 Wenchuang products.

He believes that one of the keys to the popularity of the show is “new”, that is, adopting new content, forms, and scenarios and introducing new knowledge; another key point is to use the IP derivatives to spread the culture of the Forbidden City from the beginning. Therefore, we are always committed to enhancing the participation of netizens and consumers, and guiding them to find the Forbidden City in their hearts. "I always believe that use is the best inheritance, purchase is the best protection, and sharing is the best communication."

Therefore, when most museums choose to set up their own departments, or find a model of cooperation with designers to design cultural products, the "New Palace Museum" boldly activated the Central Academy of Fine Arts and other eight college students have become the Forbidden City Wenchuang Designer.

"Student's design, the advantage is to dare to do, and the mainstream consumer groups on the Internet, the design of students is more likely to resonate with them. The disadvantage is that students are not familiar with the actual production process, etc., easy to idealism." Liu Bing I am very pleased that the new program and business model have found roots in the Ali system.

“The perfect intellectual property protection system makes the brand dare to innovate, and the diversified business scene makes the brand happy to innovate.” Li Xihan, director of intellectual property protection of Alibaba, believes that the combination of ancient culture and Internet economy has created the “Forbidden City Economy”, January 7 He will attend the new "Maple Bridge Experience" Summit Forum held at the Beijing National Convention Center to discuss with the parties on the integration of intellectual property protection and commercial empowerment to support the innovation economy. "I hope to awaken the Forbidden City in everyone's heart. I hope that every Internet consumer has the opportunity to find his own Forbidden City culture."

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