The The Imperial Palace Pajamas Burned And The Silk Was Broken.

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

He moved the puppets of the princes, the ceiling of the Chang Yin Ge opera house, and the green tiles of Wen Yuan Ge, which had not been shown to the world.

A group of 20 year old college students opened their brain holes and painted pajamas and aromatherapy candle cups.

These ideas are converted into new items that are hidden in deep courtyards by voting and raising chips by netizens of different ages.

People living in the Internet age at last have the opportunity to draw a picture of the Forbidden City in their hearts, even if they use calendars, lipsticks and other gadgets.

The Imperial Palace, which is emerging in new ways, can always find ways to protect the original and enable the new model to land on the Internet.

For example, raise a pajamas.

When the "the Imperial Palace pajamas" rushed to micro-blog hot search, "new the Imperial Palace" just finished the second issue.

In this program, Yiwei Zhou, Deng Lun and other stars have become the developers of new products. Each phase will look for unknown clues in the palace life of the Qing Dynasty with Ada Choi and quiet different stars.

Class students, the creative manuscripts collected, voted by netizens, will formally launch the Taobao public funding platform to develop products in written form.

Before the appearance of "the Imperial Palace pajamas", Yiwei Zhou, Deng Lun, Wang Likun and other stars went to heaven in the pavilion of the the Imperial Palace stage, unveiled the secret of the Qing Imperial Palace drama "hanging Wei Ya" a hundred years ago, and excavated the cranes and bat patterns of the Chang Yin Ge ceiling, and used the elements of the Qing Dynasty palace's old Tibetan Opera robes, such as "silk silk male Python", to develop cultural and creative products.

After the netizens voted, the "pajamas" made by students from the Central Academy of fine arts came to the fore from a large number of contributions in the current period.

"The crane and bat pattern in Chang Yin Ge smallpox, combined with the costume of Qianlong period, designed pajamas, meaning that the bats are well satisfied, Tsuruka Rikanon."

The creator hopes to interpret the pleasure brought by the drama culture with the audio-visual culture, so that users can experience the journey of Chang Yin Ge.

According to the world clothing shoes and hats net, the program was broadcast on November 16th. On the same day, "pajamas" entered Taobao's crowd raising platform.

Taobao's head of public funding, Cheng Xin, said that on the day of the release of "pajamas", the target rate reached 100%. The four words of the Imperial Palace pajamas also rushed to micro-blog's hot search list in a very short time. The total amount of money raised was 1 million, and some stalls were sold out in 1 minutes.

The "pajamas of the Imperial Palace", produced by netizens' vote by feet, has become a hot topic at once.

Rights suffered setbacks

Soon, Taobao store "new the Imperial Palace" operation staff Lin Yong (alias) found that the situation is not right, "someone directly downloaded our map, do not make any changes, used in other shops."

After seeing piracy, he was "suddenly confused".

Lin Yong found a way to protect his rights, but instead he was given a meal.

"The other side said," you have the ability to sue me. "

Lin Yong encountered "experts", the other side knows that such a short time, "pajamas" can not complete the patent, appearance and other applications for filing, rights protection is hard to get strong support.

For the Imperial Palace pajamas, which are still in the crowd raising period, this may be a fatal injury: the fakes are already in the air when the main owner is not born.

The bad money is thus occupied by the nests of the magpie.

Trust.

They can only turn to the platform for help, and information flows to Ali's original protection platform operator.

"The usual practice is that the products will be put on record before Taobao Tmall is released, and we will examine and approve the first time this kind of goods will be encountered in the crowd raising mode."

She said the platform encourages businesses to deposit certificates as soon as possible.

But considering that the "the Imperial Palace pajamas" actually proved to be original when the program was broadcast, the original protection platform was finally approved and supported by businesses to report infringement links and shop demand.

Yuet Moon said that in response to this new situation, the platform will synchronize the business and commodity building mechanism of the crowd raising mode into the original protection platform. Later, the products raised by the public will also apply to the first work certificate, and then make the application for the public to raise the goods.

During the "the Imperial Palace pajamas" rights protection process, some of them were also appealed by the reporting businesses.

"On the one hand, there will be algorithms to decide, on the other hand, we introduce the public review mechanism."

On the eve of the month, the public assessment is also inviting consumers to judge the authenticity and plagiarism. "500 or 1000 people, the platform is based on the opinions of the public to determine whether to support the complaint".

"Thank you very much for the rapid response of the team."

Lin Yong said that before every day, various businesses imitated "the Imperial Palace pajamas" and entered the original protection platform.

Along with the continuous broadcast of the program, aromatherapy candles and other new models have been put on record in the original protection platform, and have been launched on the Taobao crowd.

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Once the silk was broken

Taking the "pajamas" as the representative, the whole series of "new the Imperial Palace" will launch 9 creative products.

Liu Bing is the chief producer of the program. He is also the chairman of the Chinese culture and Chun Tian film and television co operating with the Imperial Palace and Beijing satellite TV to explore the new path of cultural pmission. After the program became popular, there was a voice questioning that the program group was the banner of cultural pmission, making huge profits and creating commodity profits.

"Compared with the cost and cycle of program production, the profit margin of cultural products is much too poor."

Liu Bing said that over a year after recording the program, he and his team entered the palace more than 200 times, and the materials for each program were stacked up to 2 meters high. The students turned a variety show team into a research team. They were not talking about how to stir up programs and products, but "whether or not they lived in a Wang Xizhi".

As for developing the Imperial Palace products, it is the goal set at the very beginning. "Buying is the best protection. Sharing is the best way to spread."

Liu Bing said that inviting netizens to vote, selecting the highest number of creative manuscripts, developing creative products, or co operating with Taobao's crowd raising platform are all aimed at growing netizens living in the Internet age, attracting them to vote with their feet and creating a "young production and dissemination closed loop".

On the basis of the protection of creativity, Taobao's public funding has made it possible to "buy on the side while buying".

The innovative marketing mode of Taobao's public funding can reduce the cost of trial production of the same column to the maximum extent.

Taobao's chief executive said that this is reflected in the sales scale, market announcement, the accumulation of the first angel users, and the true value of the market feedback data.

He disclosed that as of the end of December 2018, the "new the Imperial Palace" series of projects sold 4 phases of the same paragraph simultaneously, raising the amount of more than 13875000 yuan, and participated in more than 28080 people.

With the help of original protection and Taobao's crowd raising, the Liu Bing team has enabled 9 creative products in the 9 program to be delivered to them as soon as possible in accordance with the agreed time with the consumers.

"The original collection form of the program is destined to be unable to complete the stock in a short time after the program is broadcast, but it is not the way for young people to recollect it after a long time."

Liu Bing was surprised by the popularity of "pajamas" in the market. "The suppliers of raw silk materials in Jiangsu and Zhejiang provinces are already out of stock. They dare not apply for traffic support again, for fear that the supply chain will not keep up."

Looking for the Imperial Palace in everyone's heart

In January 11th, "the new the Imperial Palace" will usher in the first season, and Liu plans to make a whole display of the 9 articles.

He believes that one of the keys to the popularity of the program is "new", that is, new contents, forms, scenes and new knowledge are introduced. Another key point is that from the very beginning, it is positioned to spread the the Imperial Palace culture with IP derivatives, so we always strive to enhance the sense of participation of netizens and consumers, and guide them to find the Imperial Palace in their hearts. "I always believe that using is the best heritage, buying is the best protection, sharing is the best communication."

Therefore, when most museums choose to set up their own departments, or find cooperation models such as fixed designers to design creative products, the new the Imperial Palace has boldly opened the 8 colleges and universities of the Central Academy of fine arts and so on.

"The advantage of students' design is that they dare to think and dare to do, and the design of young people on the mainstream online consumer group is easier to arouse their resonance.

The disadvantage is that students are unfamiliar with the actual production process and are easy to idealism.

Liu Bing is delighted that the new programs and business models have found roots in the Ali system.

"The perfect intellectual property protection system enables the brand to dare to innovate, and the diversified business scenario makes the brand happy to innovate."

Li Xihan, director of intellectual property protection of Alibaba, believes that the combination of the old culture and the Internet economy has created the "the Imperial Palace economy". In January 7th, he will attend the new summit forum of "Feng Qiao experience" held at the National Conference Center of Beijing, and discuss with all parties about the integration of intellectual property protection and commercial empowerment to support the innovation economy. "I hope we can wake up the Imperial Palace in everyone's heart, and hope that every Internet consumer will have the opportunity to find their own the Imperial Palace culture."

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