State map of a product development for ancient books plug in the imagination of the wings
Recently published "on the promotion of cultural and cultural units of cultural and creative products development of a number of opinions", clearly encourage the unit innovation mechanism, with the play to play the role of the market, vigorously develop the text of the product, including national plans, including cultural and cultural units Wenchuang product development Injected a needle "tonic".
The theme of the collection of the Qing Dynasty drama character map "celebration Shengping" cartoon image of the key chain, printed with "ten bamboo fasting spectrum" in the Meilan bamboo chrysanthemum elegant shape of the notebook, writing clear modeling simple Oracle soap ... ... In recent years, The National Library of China is actively developing new ways to disseminate knowledge to readers and introduce the new ways of classics - to form a piece of cultural and creative products.
In May this year, the State Council forwarded the Ministry of Culture, the Ministry of Finance and other departments to promote cultural and cultural units Wenchuang product development a number of views of the notice to encourage cultural and cultural units of innovative institutional mechanisms to vigorously develop the text of a product. As a pioneer and pioneer of product development in the field of domestic libraries, how did China's National Library's development come along the way? In the new policy context, where will the future? Reporters recently entered the Chinese National Library to find out.
Ancient books "fly" into the ordinary people home
"During the Spring Festival this year, we launched the printed" celebrate the celebration "Wensheng image of the door god, couplet, red envelopes and other products, packaged into a 'monkey year New Year blessing bag' for sale, each set more than 30 yuan, did not expect to be welcomed by readers. We have a total of 2,000 sets of custom, once launched soon sold out. "China National Library of cultural products responsible person Zhang Li Zhao recalled.
In fact, the National Library of China to explore the development of cultural products as early as more than 10 years ago has already begun, early products are mainly concentrated in the collection of classics imitation goods, for foreign exchange of gifts to self-produced for the main. Although this period of the product slightly less creative, but around the books custom, directional development of the product model gradually developed.
In 2014, the National Library of China Collection Museum Museum opened, bones, rubbings, maps (ancient map), rare books and other rich exhibits, for the creation of a new product ideas. Oracle inserts, tiles, tiles, and so on, are closely integrated with daily life, so that readers are willing to "take home" of the text of a product emerging, online shop with a number of physical stores under the line of sales layout has been fully rolled out.
Different from the Forbidden City, the National Museum and other museum units, the National Library of China is a creative element of creative elements are all based on the collection of literature. How to extract from the books rich in deep cultural connotation and dissemination of elements for creative design, for the Chinese national library staff is a small challenge. "Celebration Celebration" series of creative figures Liu Zhongxuan told reporters about this process.
"Liu Shengxuan said, first of all, from the map of many people in the image of the most familiar image, such as the princess, champion, the Monkey King and so on." Liu Zhongxuan said. In the design process, how to copy the complex characters costumes reasonable, only for the bust of the characters fill the body shape, the original charm and "Meng state" clever combination, are both research and design work The The general design of a creative image of the need for about 1 month time, followed by the development of derivative production, will be presented in a variety of common life supplies, the formation of the reader to take the key chain, wearing a cultural shirt, writing desk Put the pen holder, the door on the door of the door gods, and so on.
Zhang Lizhong said that the production of text products, the basic use of outsourcing in the form of outsourcing, as the number of customized products is generally not much, the development of a product, from the mold, proofing to the final production, production costs are particularly high. In addition, due to the uneven level of producers, to ensure the perfect presentation of the design results, we must do a lot of screening work, which is cultural and cultural units for the development of cultural products generally face difficulties.
"Pony" how to pull the "cart"
China National Library is known as the "National Library", according to the provisions of the publication of each book are required to submit 3 to stay here. At present, the National Library of China has more than 35 million copies of the library, and the annual growth rate of millions of books, the collection of rare books of more than 280 million copies of cultural development potential.
2014 is the China National Library of cultural industries into the large-scale development of an important year. Zhang Lizhao told reporters, when the museum set up the exhibition department, responsible for planning exhibitions and cultural and creative product development and management work, the department is almost everyone is a number of positions, the team only one designer Liu Zhongxuan, in addition to the design work Responsible for planning and other work.
As the National Library of China belongs to the public welfare institutions, there is no right to operate, in the exhibition after the establishment of two years, the National Library of China did not put a penny, the Department of Wenchuang business, are through consignment, cooperative development Form slowly developed to accumulate.
Zhang Lizhao told reporters that the development momentum of the department is an important reason, is the institutional mechanism of "living". In contrast to the general institutions, the National Library of China carried out personnel reform in 1998 and was listed as a pilot unit for cultural institutions in early 2000. Since then, the Chinese national library staff no "iron rice bowl", according to the end of the year assessment results "can be on the next." Departments and the museum every year to sign performance assessment standards, more than the standard of the turnover department can be arranged independently.
Mechanism is alive, the potential naturally excited. The advantages of this institutional mechanism, but also with the country for the cultural and cultural relics units to vigorously develop the direction of cultural products coincide.
Country "to the policy", we "let go"
For a long time, museums, libraries and other public welfare institutions, there is no right to operate, the creation and operation of cultural products has been in the "name is not correct, words are not smooth" state. In May this year, the State Council forwarded a number of opinions on promoting the development of cultural and cultural products in cultural and cultural relics units, and explicitly encouraged units to innovate institutional mechanisms and vigorously develop Wenchuang products with market forces. This includes the National Library of China, including cultural and cultural units, such as the creation of a product development, into a needle "tonic."
"Opinions" after the release of the National Library of China from top to bottom to form a consensus: to the development of the text of the pace of development and then a little bigger, let go to do. In the special implementation of the "opinions" to implement the meeting, the Chinese National Library of the three deputy directors were led collection of books content combing, digital construction, cultural derivatives development of the three work, find out the family, the system combing the collection of resources, Wen Chong product development.
Zhang Lizhao told reporters that the department will re-sort out the function, recruiting, attracting more talents to join, the establishment of a covering all aspects of product development, a comprehensive market to adapt to the talent team.
"Zhang Chongzhao said that the advantages of the National Library of China is the excavation and analysis of the elements of the textbooks. With the "opinions" issued by the policy "Dongfeng", the National Library of China has been negotiating with the Jingdezhen University to discuss the development of porcelain category of text products; and an animation company in Zhejiang to discuss the "celebration of literacy" character depth development, digging behind the story The In addition, will also explore and professional design, promotion and promotion of enterprises to carry out, including authorized development, including more flexible forms of cooperation.
According to the "opinions" requirements, the relevant state departments will promote the corresponding pilot work. The application for the pilot unit was completed by the end of July. In the application materials, the National Library of China, in addition to explaining its ideas and design ideas, is to put forward the idea of ??establishing the library sector, leading the national library, integrating the industry resources and jointly developing the cultural products.
"Opinions" requirements, finance at all levels through the existing channels of funding to further improve the mode of capital investment, increase the support of cultural and creative product development efforts. "We have been more concerned about the financial support policies." Zhang said that China National Library "celebration Shengping" series of text products won the Beijing Wenchuang product award funds, the future will actively prepare to declare all kinds of counterpart support Funds, including animation development, cultural and creative, characteristic cultural industries, PPP culture related projects, and so on.