天猫启动“镇馆之宝”计划，国家博物馆、故宫博物院等十大文博机构加入

Core Insights - Tmall has launched the "Treasure of the Museum" initiative, aiming to invest significantly by 2026 to support cultural and creative products from museums, with a goal to incubate 100 new products each year that achieve over 1 million in sales [1][3] - The initiative involves collaboration with 10 major museums and various brands, focusing on cross-industry partnerships to enhance the visibility and sales of museum-related cultural products [1][3] Group 1 - Tmall is the largest online platform for museum cultural products, with 77 museums having official flagship stores on the platform, and plans to introduce over 5,000 quality cultural products by 2025 [1][3] - In the past year, 700 million visits were recorded on Tmall and Taobao for museum-related browsing, with users aged 18 to 34 accounting for over 80% of this traffic [1][3] - Museum cultural products have maintained a sales growth rate of over 50% on Tmall for three consecutive years [1][3] Group 2 - The "Treasure of the Museum" plan includes five major support measures, such as launching a dedicated cultural product channel, providing trend insights, and facilitating cross-industry collaborations with over 10,000 brands [2][4] - Tmall aims to create a seamless shopping experience by integrating browsing and purchasing, and will prioritize the display of quality cultural products in search results [2][4] - A dedicated team will offer comprehensive support for store operations, original protection, and incentives for achieving sales targets, including commission reductions and additional resources [2][4]