"National Treasure Meng Meng" Plan: How Does Taobao Become The Treasure Of IP'S Creativity?

Since the products opened by Taobao with all kinds of brain holes are popular in Taobao, many people are asking: who will the next the Imperial Palace Taobao be?

Today, Taobao uses a brain hole to open up the "national treasure Meng Meng" plan, giving the best answer to this question. In May 21st, the Taobao national treasure Meng Meng plan was officially launched, and the 10 national treasure IP was the first to be stationed in: Terracotta Army, Taobao, Sichuan Opera Taobao, Dunhuang Taobao, the Great Wall Taobao, long march rocket, Chinese aircraft carrier, China sky eye, Old Summer Palace head, West Lake, and panda.

A large number of state-level cultural relic, cultural essence, and even the "big country weighing machine" representing China's scientific research strength has been coming from the museum and exhibition hall to people's lives, from the "high temple" to the "remote area of rivers and lakes": the Terracotta Army of the millennium can be placed on the office desk; the quintessence of Sichuan Opera has changed its mask, and has used traditional facial makeup elements to bring a bright color to the original monotonous mask.

But this is just the beginning.

Taobao has also proposed the goal of developing over 100 national treasure IP in 3 years to create a ten billion market.

In the future, a systematic national treasure IP will be formed into a complete mode of entry, incubation, design, production and operation.

In the description of the staff of Taobao, it is "to pass the two pulse of the governor and serve as a national treasure for the national treasure."

In a market-oriented way, it helps the national treasure IP become more vivid, vivid and interesting, thus moving towards young people and going to the world.

National treasure IP looks forward to "breaking the bureau"

Due to the lack of resources for creative development, many people still cherish the impression of "stately" in the museum.

At the same time, young people's demand for cultural consumption of the national treasure IP is increasing rapidly.

The Internet and big data report on Chinese traditional culture industry shows that the 80 and 90 after the Taobao platform has become the main force of traditional culture consumption, which is in sharp contrast to the consumption structure of the traditional cultural industries under the line.

This contradiction between supply and demand is not only a challenge but also an opportunity.

Like the the Imperial Palace Taobao, it is popular through a series of creative products that are equally harmonious and creative, so as to create a "breakthrough" for the creativity of the national treasure IP.

Since then, more museums IP have been stationed in Taobao, and a series of literary and creative products are coming.

But careful observation of the road Taobao the Imperial Palace has gone through, it can be found that it did not suddenly find the "network sense", in this way Taobao young people's creativity has played an important role.

In 2008, the Imperial Palace Taobao became the first museum to open Taobao stores in China.

But at that time, just to better serve tourists: the Imperial Palace offline shop can not meet the needs of many tourists.

The "Meng Meng Da" Yong Zheng series, which made the Imperial Palace Taobao completely fire, is the spark produced by a group of post-90 teams in the palace and the young generation after Taobao.

Originally just a moving Yong Zheng H5 page, it unexpectedly drew many messages from young consumers on Taobao: they were advised to make creative products.

After the adoption of the the Imperial Palace, the product was out of control once it was launched.

Taobao's young users, so that the national treasure IP find "network sense".

As one of the largest commercial platforms in the world, Taobao users have exceeded 700 million, of which the number of young users after 90 and 95 has increased rapidly.

The diversified consumption demand of young people has already catalyzed a series of IP creative economies, including the expression pack economy and the two dimensional economy, on Taobao.

This combination with the national treasure IP will naturally produce more sparks.

This is also the foundation of the Taobao national treasure alliance initiative. A series of brain cavities are designed from Taobao consumers and combined with the culture and spirit carried by the national treasure.

Like the cat's nest that will soon be introduced in China's sky eye, it is the inspiration from the spiritual core of the "exploration" and "curiosity" represented by the Chinese sky eye, and the combination of "curiosity killing cats" by young people on the Internet.

Such inspiration has more on Taobao.

Kou Zhong, director of the National Union Meng Meng program, said: "IP like Terracotta Army has opened Terracotta Army Taobao store in Taobao.

After contacting the IP operator, we hope to collide with some of our ideas, including how to keep the national treasure closer to the public and closer to the young people. After we have reached the intention of cooperation, we also introduce designers to help them create more innovative IP derivatives.

Consumers participate in creative design, so that the national treasure really "live".

Let every consumer participate in the burst of creativity, which is a highlight of the national treasure IP derivatives in creative design.

For example, the Terracotta Army is incarnated into three series of "Wang soldiers" series of desktop operators: the service soldiers of the modeling type. When you are in actual use, you can put your pen or you can put your ruler, there are many spaces to play. The food service soldier has become the toothpick box in the dining environment; the help hand office should draw on the shape of the general figurines, and the buyers can make different information on them, and enter the subtext to their own gas.

Similarly, the designers of Sichuan opera face mask have fully integrated the needs of consumers in product design.

In his research, he found that women still wanted to be more beautiful when they applied the mask, so he made some modifications and designs to the facial make-up, blush, lip and eye make-up.

It not only preserves the characteristics of Sichuan opera itself, but also takes into account the impressions of consumers when they are in use.

"We hope that consumers can use it to play their creative role. From a designer's point of view, we are not just making a product, but more people can get a sense of cultural heritage."

Cao Teng, the designer and designer of the Ninja design team, said that when the national treasure was combined with everyday life, it would no longer be a high quality artwork, but a functional and emotional connection with people.

Taobao business ecosystem into national treasure IP systematization, large-scale development guarantee

Of course, after inspiration, Taobao's complete business ecosystem has become an excellent soil for creative landing.

Taobao pioneered the establishment of a IP cross-border platform in China to build a complete industrial chain from design, authorization to production.

Through Taobao, IP and more businesses docking, hatch out all kinds of peripheral derivatives, and form a new characteristic market.

The annual Taobao creations Festival is an excellent stage for personality and creative display.

With a deep understanding of consumers, Taobao has emerged over 2000 distinctive niche markets, including non heritage skills, children's furniture, improved Hanfu and pet clothing.

The birth of the festival coincides with the growing trend of young consumers on Taobao and the growing market of the characteristic market. It also provides the soil for the youth of the national treasure IP.

In 2018, Taobao business conference data showed that the annual turnover of Taobao's characteristic market increased by more than 455%.

IP, a movie like wandering earth, has developed a record breaking 7 million 700 thousand on Taobao.

Taobao has become the leading platform for IP realisation in China.

Therefore, the "national treasure Meng Meng" plan combines Taobao's IP realizable power with the national treasure culture and becomes the fundamental guarantee for the development and systematization of the national treasure IP.

It is worth mentioning that, in order to protect these new products based on IP's two creation, all the businessmen participating in the "national treasure alliance" plan can directly enter the original protection platform of Ali.

Even if it is a creative manuscript, if we pass the original verification of the platform algorithm, we can get the electronic "birth certificate" issued by the third party authoritative notary agency. When we encounter the plagiarism situation, we can report directly to the platform, and infringing goods will be quickly removed.

Like many of the national treasures IP that joined the program, they were the first "touchscreens". Taobao helped them start with the establishment of the IP authorization system, provide creative design, select supply chain partners to produce goods, and then complete the opening and operation of the store. In a short time, the National Development chain of national treasure IP was built.

Analysts believe that such speed and integrity can only be achieved by relying on Taobao.