Mobile phone cases, canvas bags and digital collections are dizzying.
Fridge magnets, badges, canvas bags, postcards … In recent years, the front halls of major performance venues have always become a lively stage before the performance, and people’s eyes are attracted by these delicate and lovely little things, and they can’t help but linger before selling booths. Nowadays, the development of cultural and creative derivatives has become a trend, and this hot air has also blown into the performance industry. The ever-increasing variety and constant speed witnessed the development and prosperity of the performance market.
The heat on and off the line is high
The night is getting deeper and deeper, and the Beijing Tianqiao Art Center is brightly lit. It is located in Wenchuang Store on the first floor. The audience stops and stops. The beautiful canvas bags, mobile phone cases and small ornaments are branded with distinctive artistic elements, which always makes everyone put it down. Every time the play begins, this crowded store has become a landscape in Beijing’s performance market. It is also a window that reflects the industry. At present, performing cultural and creative derivatives are in full swing. In Tianqiao Art Center, National Grand Theatre, poly theatre and other theaters, shops and stalls selling cultural and creative products always attract audiences to stop.
The heat is not only offline. Many theaters and troupes have opened online sales channels on platforms such as WeChat and Taobao. In the Tmall flagship store of the National Grand Theatre, not only sweaters, cups, aromatherapy and other categories are dazzling, but also live broadcasts will bring detailed explanations from time to time.
"It turns out that our industry is more inclined to the offline, which seems to be far from the Internet, but now more and more Internet platforms are beginning to notice the cultural resources contained in the performance field." Pan Yan, secretary general of China Performance Industry Association, said. She also noticed that many practitioners are increasingly willing to explore new ways of playing and collide with new products. In the past two years, with the explosion of blockchain and meta-universe, digital collections have been highly sought after, and the performance industry has quickly entered the market. At present, IP and art institutions such as the dance and poetic drama "Only Green", Shanghai Symphony Orchestra and Shanghai Drama Art Center have all launched digital collections to deeply digitize the concept of Wenchuang, and many collections have been sold out quickly after the sale.
China Oriental Performing Arts Group launched the digital collection of dance poetry drama "Only this is green" and "Great Summer Green Grate Fan"
Arouse the deep resonance of the audience
"Performance is a spiritual consumption demand, and watching performances is a very unique experience. These products can reconnect us with the spiritual pleasure when watching performances." Zhang Ligang, chairman of Beijing Jiuwei Culture Media Co., Ltd. said. Audience Liu Xiaoyu (not her real name) feels the same way. She often watches performances and buys many postcards printed with stills. "Every time I see this, I can remember my mood at that time and get back many memories," Liu Xiaoyu said. In addition, as an office worker, Liu Xiaoyu will often buy notebooks, folders and other products, "very practical, and better looking and more personalized than other office supplies."
To turn the performance on the stage into something visible and tangible in life, the ingenuity and consideration of practitioners are essential. "These products need designers to understand the play first, and then convey these dynamic expressions and intangible feelings to the audience so that the audience can agree. This is how I feel when I watch the play." The relevant person in charge of the National Centre for the Performing Arts said.
The series of "Jane Eyre" and "Song of Life" sold by Tmall Flagship Store of National Grand Theatre
Take this year’s best-selling series of "Jane Eyre" and "Song of Life" as an example. It is inspired by the classic drama "Jane Eyre" of the National Centre for the Performing Arts. "There is an unforgettable scene in the play, in which Jane Eyre is sitting by the window reading a book, and combined with the background of the work, we have designed several retro notebooks." Jane Eyre itself has distinct female characteristics, so soft and colorful silk scarves have become an important product of the "Song of Life" series. At the same time, the design and launch of Wenchuang products should also refer to market trends. At present, aromatherapy products are very popular in the home market, and many art institutions take this as a breakthrough point, giving works a more vivid interpretation with the help of different fragrance types, thus finding more resonance with the audience.
Wenchuang is booming, witnessing the prosperity of the performance market
Many people in the industry believe that the upsurge of cultural and creative products vividly proves the prosperity and maturity of the performance market. "In actual operation, we have seen that the audience’s demand for cultural creation around the repertoire and the theater is increasing." Yang Shucong, deputy general manager of Beijing Tianqiao Art Center, said. In 2015, Tianqiao Art Center began the road of exploration. From a desk and a sales car at the beginning to a "flash shop" related to the performance cycle of the play, the store scale became larger and larger. In November 2019, Tianqiao Art Wenchuang Store opened online and offline simultaneously.
"Tianqiao Art Center is a comprehensive performing arts center with musical performances as the core type. In foreign countries, the industrialization of musicals is very high, and related derivatives have quite mature markets and audiences. In recent years, the domestic musical market has gradually warmed up, and our cultural and creative stores have developed on this basis. " Yang Shucong said. In the year before the opening of Wenchuang Store, that is, in 2018, the attendance of Tianqiao Art Center exceeded 500,000, which is a huge group with certain spending power. "So far, the audience who bought tickets for performances is the main purchasing power of Wenchuang Store."
The relevant data accompanying the actual sales situation also points out the direction for the development of cultural and creative derivatives of performances in the future. In terms of selling price, statistics of the National Centre for the Performing Arts show that the price range of 50-300 has the highest market acceptance, among which the categories around 100 yuan are the most popular. The data of Tianqiao Art Center also shows that the unit price of Wenchuang Store is around 150 yuan. "IP derivatives of repertoire are the best-selling categories, and the popularity of sales is closely related to the popularity of corresponding performance works, and the purchase peak is during the performance. At the same time, after the performance, the online and offline repurchase of the audience still exists. This kind of situation mostly exists in the derivative sales of the classic repertoire IP. " Yang Shucong said. At this level, the audience indirectly expressed their desire and welcome for more explosive works.
"From the current trend, the audience’s demand for cultural and creative products will become more and more strong." Zhang Ligang said. A postcard, a refrigerator, you can see the big times in small objects.
Source: Beijing Daily Client Reporter: Gao Qian
Process Editor: u029
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