Tmall Double 11 welcomes a wave of "relic restoration": Henan Museum, Gansu Provincial Museum and others join in

On the eve of Double 11 , many museums including Henan Museum and Gansu Provincial Museum concentrated on Tmall and launched limited edition new products for Tmall Double 11. This is the first time that museums have joined Tmall after Sanxingdui . It is reported that nearly 100 museums will participate in Tmall Double 11 this year , the highest number in history . During this year's Double 11 , Tmall will join hands with six major museums including Sanxingdui , Henan Museum and Gansu Provincial Museum to launch blind boxes of their treasures .

This year's Spring Festival Gala , Henan TV's "Tang Palace Night Banquet" was a big hit. Because the dance was inspired by the pottery figurines of the Henan Museum , the museum became completely popular . Subsequently , with highly creative cultural and creative products such as archaeological blind boxes and cultural relics restoration blind boxes , the Henan Museum has become the "most playful" Internet celebrity on Taobao .

After entering Tmall , Henan Museum launched a series of cultural and creative products that surprise consumers : the emotional customized blind box can bury the " treasures" prepared by the " archaeologists " themselves , and choose the soil source by themselves; the series of archaeological blind boxes of the Yellow River Basin Museum , for the first time, jointly organized nine provincial museums including Qinghai , Gansu , Ningxia , and Inner Mongolia , and included nine national treasure-level cultural relics ; and the cultural and creative rubbing blind box, selects the most representative cultural relics in the museum collection, and restores them, so that consumers can personally experience the fun of rubbing ...

As the cultural confidence of the younger generation increases, museum cultural and creative products have ushered in a new era. Among consumers of cultural and creative products on Tmall, the proportion of those born after 1995 has increased year by year, and now accounts for nearly 40%. In the past year, blind boxes, ornaments, products with intangible cultural heritage elements, and cross-border IP joint models have become the most popular categories among them. National Treasures, the Palace Museum, the Dunhuang Academy, and the National Museum of China were selected as the top ten most popular domestic IPs on Tmall in 2020. Tmall has been committed to promoting the breakthrough of museum cultural and creative products through the development of new products and joint models . On July 24 this year , the Tang Palace Night Banquet joint model Hanfu amazed the Tmall National Style Awards .

So far, nearly 100 museums and art galleries have settled in Tmall. In addition to the Dunhuang Academy, there are also domestic "big names" such as the Palace Museum, Sanxingdui Museum, National Museum of China, Suzhou Museum, Potala Palace, and world-renowned museums such as the Louvre in France, the British Museum in the UK, and the Metropolitan Museum of Art in the United States.

Tmall

Double Eleven

Henan Museum

Gansu Museum