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This summer, museums where people can both visit and learn have become popular destinations for summer cooling off. Cultural and creative products such as the Shanghai Museum's Egyptian cat pendants and the "Malatang" dolls launched by the Gansu Museum have become extremely popular and are in high demand.

On August 3, the Shanghai Museum posted a store announcement on its Tmall flagship store, stating that from August 3 to September 1, it would exclusively restock 15,000 cultural and creative products from the Ancient Egyptian Civilization Exhibition twice a day on Tmall at 10 a.m. and 2 p.m.; on the same day, the Gansu Museum also announced that it would restock 10,000 "Malatang dolls" during the same time period. At the same time, 5,000 limited edition "Astragalus dolls" would also be exclusively launched on Tmall during the same period.

According to statistics, since July, thousands of cultural and creative products have been launched on Tmall, from the popular series of Egyptian exhibition peripherals of the Shanghai Museum to the popular new product Astragalus figurines of the Gamboge Museum. With the summer museum fever and the Olympic Games, cultural and creative brands have ushered in "a great deal of wealth", driving cultural and creative peripheral products to become a hot category with rapid growth on Tmall.

The cultural and creative products of the Egyptian exhibition at the Shanghai Museum were sold out four times in one month, and the Egyptian cat keychains, black and white cat cushions, Egyptian exhibition canvas bags, mummy pendants, etc. were restocked five times. In the past week, the transaction volume of the Shanghai Museum store increased by 465% year-on-year. "Currently, there are more than 200 cultural and creative items of the Egyptian exhibition in the Tmall store, and they will be restocked every day throughout August." Relevant staff of the Shanghai Museum Tmall flagship store reminded interested consumers to remember to set the alarm clock.

Gansu Museum also welcomed a huge influx of traffic. Ganbo's latest hot new product "Malatang" series is based on Tianshui Malatang, which consists of 6 cute plush toys including crab sticks, rice cakes, and mushrooms. In the past week, this single product has attracted nearly 200,000 people to rush to the Tmall flagship store to buy it, and the store's transaction volume has increased by 343% year-on-year. Cui Youxin, head of the Cultural and Creative Center of Gansu Provincial Museum, introduced that after the Gansu Malatang doll became popular, the Tmall store customer service received messages from consumers asking for "restocking" every day. For this reason, Ganbo has started emergency stocking, and a total of 15,000 restocks will be available exclusively on Tmall.

As the popularity of the Olympic Games soars, sports fans are not only busy watching the games, but also flocking to Tmall to wait for the Paris Olympic mascot "Frije". On July 24, the limited edition "Frije" toy doll was exclusively sold online at the Tmall Olympic flagship store. According to reports, since the establishment of the Chinese sports delegation to the Paris Olympic Games on July 13, nearly 10,000 people have flocked to the Tmall Olympic official flagship store every day. The Olympic official mascot "Frije" plush and commemorative coins have been sold out many times and have been restocked 17 times in a row.

Currently, there are 110 museums and hundreds of cultural and creative institutions on Tmall. Since July, more than 11 million people have flocked to the Tmall flagship stores of popular museums to replenish their stocks online. The transaction volume of cultural and creative products of museums on Tmall has increased by more than 52% year-on-year. Among them, the transaction volume of cultural and creative products of 10 museums, including the National Museum of China, the Olympic Official Flagship Store, the Gansu Museum, and the Dunhuang Institute of Fine Arts, has doubled year-on-year.

From July to date, the top 10 museum transaction rankings on Tmall show that the British Museum, the National Museum of China and the Suzhou Museum have the highest transaction volumes, ranking in the top three; the Gansu Museum, the Shanghai Museum, the Palace Museum, the National Library, the Dunhuang Art Institute, the Xi'an Museum and Palace Treasures have also become the "hot spots" this summer, ranking in the top ten.

Among them, the British Museum's cute cat Bluetooth speakers sold over 10,000 units across the entire network; the National Museum of China's bronze mecha is a hot-selling offline product, which was just launched on Tmall on August 2 and was a hot seller as soon as it was put on the shelves; the Suzhou Museum's Wu Gou Chonghui fun refrigerator magnets, the Palace Treasures Forbidden City portable mirror and other items also sold over 10,000 units.

It is worth mentioning that every year with the coming of summer vacation, there will be a wave of cultural and creative fever. As the first launch site for various cultural and creative trendy new products, Tmall has always been the first choice for young people to "pursue new things". As the cultural and museum fever continues to heat up, major museums have targeted consumers who love cultural and creative products and launched cultural and creative products through Tmall to make traditional culture popular among young people.

Leifeng Network