It issued a statement saying that the cultural and creative products of Dunhuang Museum have nothing to do with themselves, and Dunhuang Research Institute： not counterfeiting, just to show that these
The soaring sky and the nine-color deer with their heads held high … When it comes to these elements, many people will think of the exquisite murals in Dunhuang Mogao Grottoes. On November 8th, Dunhuang Research Institute issued a statement in Weibo, saying that the joint brands such as "Dunhuang Museum X Li Ning" on Tmall are not officially authorized by Dunhuang Research Institute, and Dunhuang Research Institute and Dunhuang Museum are independent institutions that are not affiliated with each other, and there is no authorized business entrustment or related relationship between them at present.
In an interview with the Red Star journalist, the relevant staff of Dunhuang Research Institute said that the announcement was not a fake, but made it clear that Dunhuang Research Institute and Dunhuang Museum were not a unit. The staff member said that in the spirit of being responsible for cultural heritage, the research institute will strictly select the authorized party in the development of cultural creation, and is also further studying how to make cultural creation products that are more in line with the expectations of the public, more in line with Dunhuang culture and truly creative.
Both flagship stores are selling cultural and creative products related to Mogao Grottoes.
On the 10th, Red Star journalists searched Taobao and found that both Dunhuang Research Institute and Dunhuang Museum had flagship stores in Taobao. According to the customer service of the two stores, the flagship stores are officially authorized, and the items sold include stationery, clothing, cosmetics and other cultural and creative products. Most of the cultural and creative products in the stores are mainly elements such as nine-color deer and flying in the Mogao Grottoes. In addition, the Red Star journalist noticed that the Dunhuang Museum and brands such as Li Ning and Baiqueling have joint names, and in August this year, they also jointly launched skateboards with the popular variety "This is Street Dance"; Dunhuang Research Institute, on the other hand, is relatively low-key and has no joint products with other brands.
Dunhuang museum flagship store
Joint name launched by flagship store of Dunhuang Museum
Dunhuang research institute flagship shop
Wenchuang products launched by the flagship store of Dunhuang Research Institute
In a statement issued on the 8th, Dunhuang Research Institute said that some products such as X Li Ning of Dunhuang Museum and X Baique Ling of Dunhuang Museum, which appeared on Tmall, were not officially authorized by Dunhuang Research Institute, and their products and services had nothing to do with Dunhuang Research Institute. The statement particularly emphasized that Dunhuang Research Institute and Dunhuang Museum are independent institutions that are not subordinate to each other, and there is no authorized business entrustment or related relationship between them at present.
The statement also introduced that Dunhuang Research Institute is a comprehensive research-oriented institution established by the state to be responsible for the management of the world cultural heritage Dunhuang Mogao Grottoes, Tianshui Maijishan Grottoes, Yongjing Bingling Temple Grottoes, Guazhou Yulin Grottoes, Dunhuang West Thousand Buddha Cave and Qingyang North Cave Temple. It was formerly the National Dunhuang Art Research Institute established in 1944 and expanded into Dunhuang Research Institute in 1984. Dunhuang Museum is the Dunhuang Museum, which is under the jurisdiction of Dunhuang City. It was established in 1979 and the new museum was completed in 2011.
After the announcement of Dunhuang Academy, many netizens suddenly realized that Dunhuang Academy and Dunhuang Museum were two units.
Weibo, the official of the cultural and creative brand of Dunhuang Museum, left a message later, saying that Dunhuang Museum and Dunhuang Research Institute are independent official institutions, and both are important windows for displaying Dunhuang ancient civilization. The key words "Dunhuang Research Institute" and "Mogao Grottoes" have never been used in the flagship store of Dunhuang Museum and in foreign cooperation. Please pay attention to screening.
"The announcement is not for counterfeiting, but to let everyone know that this is two units."
"In fact, the most important point of our statement is to let everyone know that Dunhuang Research Institute and Dunhuang Museum are not a unit." The relevant staff of Dunhuang Research Institute told Red Star News reporter that the Institute had previously received many consultations from cultural enthusiasts, consumers and relevant units, asking whether some online joint funds were authorized and developed by Dunhuang Research Institute. In order to give you an answer, such a statement was released. The staff told Red Star journalists that after the announcement, they also received some feedback, and many talents suddenly realized that the management of the Mogao Grottoes was originally Dunhuang Research Institute. However, he also stressed that the purpose of issuing the statement is not to crack down on counterfeiting as some netizens said, but to let everyone distinguish the difference between the two units.
The staff revealed that at present, the institute mainly cooperates with Tencent, Huawei and other enterprises in technology, such as online exhibition and game experience. However, there is less joint cooperation with consumer enterprises. First of all, in the spirit of being responsible for this cultural heritage, the authorized parties are strictly selected, and even if they don’t make money, they should be allowed to ensure the quality and service of Wenchuang products. The staff also said that the research institute has been doing cultural creation for many years, but as a research and public welfare institution, there are also many restrictive factors to really do cultural creation. The research institute is also considering what should be done to make cultural and creative products that are more in line with the expectations of the public, or that are more in line with Dunhuang culture and truly have cultural creativity. Nowadays, the cultural and creative industry has great prospects, and there are also many cultural and art lovers who love the Mogao Grottoes. The research institute will also make great efforts in cultural and creative work.
"Cultural and creative fever" has quietly formed, and cross-border cooperation is the core.
From the lipstick in the Forbidden City, which is in short supply, to the "Yongle Dadian" study suite of the National Library, in recent years, a variety of cultural and creative products of cultural and cultural institutions in China have been widely welcomed, and a "cultural and creative fever" has quietly formed. In August, 2019, Tsinghua University Institute of Culture and Economy and Tmall jointly released the "New Wenchuang Consumption Trend Report", which showed that on Taobao Tmall, the scale of museum cultural and creative products in 2019 increased three times compared with that in 2017, and the most eye-catching growth was in the growth of cross-border derivatives-its market share was three times that of self-operated products of museums.
Zoe, director of the Ministry of Culture and Industry of Shaanxi History Museum, said in an interview that if we want to create this cake, we must cross-border cooperation, and the core is IP authorization. "Museum IP authorization is not the same as daily commercial IP authorization. It is necessary to transform the cultural resources of museums into products that consumers can access through business models, and authorize not only goods but also culture." Guo Chunyuan, deputy director of Zhengzhou Museum, believes that the museum, as a public welfare institution, has far less experience in IP licensing than other industries. Even a large museum like Shaanxi Libo is weak in IP licensing and competition with other industries; Secondly, most of the museum’s cultural and creative personnel are engaged in archaeology, and developing cultural and creative works is not their specialty; Finally, IP authorization does not simply authorize the decoration and pattern shape of the museum to others for design. In order to ensure that the museum IP is not destroyed, it must be supervised and managed.
Red Star Journalist Qiu Junfeng Editor Li Xueli
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