□ 张晨茜 如今，依托馆藏资源，开发集审美、文化和实用价值于一体的文创产品，已经成为许多博物馆的共同选 择。博物馆将内容数字化与在线教育、艺术普及等功能密切结合，消除了空间限制，并灵活运用5G、 全息投影等新兴数字技术，让文创产品更具沉浸感和交互性。 构建数字化资源库， 深入挖掘文物价值 数字文物资源库建设是博物馆文创开发的重要基础。相关人员不仅要对文物资源进行存档备份，更要通 过资源整合将文物资源转变为可深度挖掘的数字资产，为文创产品开发提供丰富素材。 通过高清摄影、激光扫描、多光谱成像等技术，采集文物不同角度的图像信息，同步录入文物音频、视 频等资料。对采集的原始数据进行清洗及标准化处理，按照统一命名规范、分类体系将文物资料转化为 数据文档。由博物馆自主研发或委托数字服务公司创建文物数据库，完善系统检索、编目、权限管理等 功能，支持使用者按照文物类型、年代、材质等关键词进行智能检索，为文物资源的活态传承及创新应 用奠定基础。 完善人才引进机制。引进数字技术、视觉设计、人工智能领域的优秀人才加入文创设计团队，充分挖掘 数字技术与文创设计的融合方式，以增强文创产品的市场竞争力。邀请游戏设计、时尚设计、广告创意 ...

Core Insights - The "Gong·Fashion" brand launched by the Gong Wangfu Museum features 37 concept garments and 35 new Chinese-style ready-to-wear outfits and accessories, showcasing Chinese aesthetic in contemporary design [2] - The museum has been actively promoting traditional Chinese culture through various initiatives, including fashion shows in Paris and exhibitions in Singapore, as well as launching products like the "Futang" fragrance [2] - The museum's cultural products have become popular among young consumers, with items like the Fengguan refrigerator magnet achieving sales of over 1 million units, contributing to a total sales revenue exceeding 100 million yuan for the entire Fengguan IP series [2] Design and Appeal - The exquisite design of museum products resonates with young consumers, as they reflect the pinnacle of craftsmanship and artistry from historical artifacts [3] - High cost-performance ratio is a significant factor attracting young buyers, with museum products offering affordable alternatives to luxury items, such as the Suzhou Museum's Wu Wang Fuchai sword bracelet [3] - The combination of excellent design and accessible pricing allows young consumers to incorporate cultural heritage into their fashion choices without high costs [3] Cultural Integration - Contemporary youth express their individuality through museum-inspired fashion, using products to showcase their unique taste and promote Chinese culture globally [4] - The collaboration between museums and the fashion industry integrates art into daily life, fulfilling the desire for a more aesthetically pleasing lifestyle among young people [4] - Continuous innovation in design and a commitment to quality are essential for the sustainable success of the "museum + fashion" model [4]

Core Insights - The popularity of collectible souvenirs in China has led museums to capitalize on this trend by launching new cultural and creative product lines to address budget shortfalls [2][3] - The resurgence of domestic tourism has increased visitor numbers to cultural venues, but many public cultural institutions are operating at a loss due to high management costs despite offering free or low-cost entry [2] - The total number of museum visitors in China is projected to reach 1.491 billion in 2024, with cultural product sales expected to generate revenue of 3.428 billion yuan [2] Industry Trends - The demand for museum cultural products is driven by consumers' desire to connect with their national history, allowing them to engage with the past at a relatively low cost [3] - The rapid growth in demand for cultural souvenirs is positively impacting related industries, with nearly 20,000 jobs created in the cultural product sector linked to the China National Museum [3] - Young consumers in China are increasingly willing to make impulse purchases, contributing to the growth of the cultural product industry [3] Challenges and Opportunities - The museum cultural product industry faces significant growth potential but must address the risk of product homogenization, as successful designs quickly lead to imitation by competitors [4] - Experts suggest that museums should focus on creating personalized interactive experiences to differentiate their products and meet consumer desires for self-expression [4]

Group 1 - The core viewpoint highlights the success of cultural and creative products, exemplified by the National Museum's "Fengguan" refrigerator magnets, which have sold over 1 million units, setting a record for the museum's product sales in nearly 20 years [1] - Cultural and creative products have become a unique aspect of the consumer market, yet the issue of product homogeneity remains prominent, necessitating innovation and a deeper understanding of cultural significance [1] - Successful cultural products, such as the "Tang Girl" from the Shaanxi History Museum and the "Archaeological Blind Box" from the Henan Museum, demonstrate the importance of deeply exploring local culture and incorporating distinctive regional characteristics [1] Group 2 - The "Wang's Handmade" cultural brand collaborates with over 1,400 rural artisans across 28 villages in regions like Guizhou and Yunnan, achieving annual sales exceeding 10 million yuan, showcasing the potential for economic returns and emotional resonance through quality craftsmanship [2] - Some museum cultural products suffer from imitation and poor quality, which not only damages the museum's brand image but also hinders the high-quality development of the cultural industry [2] - Developers should align product development with current trends and consumer characteristics, ensuring that cultural products remain fresh and relevant [2]