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率先加入

Core Insights - Tmall is launching the "Treasure of the Museum" initiative, aiming to invest heavily by 2026 to create a dedicated cultural and creative channel, with a goal of incubating 100 new cultural products that achieve over 1 million in sales each year [1][5] - The initiative seeks to promote collaboration between 10,000 brands and museum cultural IPs, making cultural relics more accessible and integrated into daily life [1][3] Group 1: Initiative Details - The "Treasure of the Museum" plan was launched in collaboration with 10 museums and various brands, including the National Museum of China and the Palace Museum [1] - Tmall is currently the largest online platform for museum cultural products, with 77 museums having official flagship stores, and plans to introduce over 5,000 new quality cultural products by 2025 [3] - The museum cultural products have maintained over 50% sales growth on Tmall for three consecutive years, with 700 million visits to Tmall's museum sections in the past year [3] Group 2: Consumer Trends and Support Measures - The 2026 Tmall Cultural Industry Trend Report indicates that consumers primarily purchase museum cultural products for gifting, decoration, blessings, and weddings, with a growing trend towards paying for emotional and interest value [5] - Tmall will implement five major support measures for the "Treasure of the Museum" initiative, including launching a cultural product channel, providing trend guidance, and facilitating collaborations with over 10,000 brands [5] - Tmall aims to double its growth in museum cultural products by leveraging its extensive high-net-worth consumer base and numerous flagship museum stores [5]