Cultural Dynamics in Commerce: Examining the

Distribution Strategies of the Palace Museum's Creative

Products
WANG WEIWEN
Contents
 Introduction
o 1.1 Historical and Cultural Significance of the Palace Museum
o 1.2 Purpose and Focus of the Study
 Product Development
o 2.1 Design Philosophy: Integration of Culture and History
o 2.2 Case Study Analysis: Palace Museum Lipsticks
 Distribution Strategies
o 3.1 Utilization of Digital and Social Media Platforms
o 3.2 Platform Diversification
o 3.2 International Market Promotion Strategies
 Market Response
 Conclusion
 Figures & References

Introduction
1.1 Historical and Cultural Significance of the Palace Museum
The Forbidden City was the imperial palace of the Ming and Qing dynasties. It is the largest and
best-preserved wooden palace complex in the world. The Palace Museum was developed from the
Forbidden City and is not only a significant symbol of China's royal history but also a treasury of
immense cultural wealth. Established in the fourth year of Emperor Yongle's reign during the Ming
Dynasty (1406), nowadays it is arguably the world's busiest museum, housing an astonishing
1,862,690 items (sets) that encompass nearly the entire history of ancient Chinese civilization and
almost all categories of cultural relicsi In recent years, the Palace Museum has ingeniously
transformed its cultural assets into a diverse range of cultural creative products for sale, winning the
hearts of people both domestically and internationally.

1.2 Purpose and Focus of the Study

This paper aims to explore how the Palace Museum utilizes its rich cultural heritage to
develop and market cultural creative products. We seek to understand the design
philosophy behind these products, their unique distribution strategies, and how their
distinctive cultural connotations influence their distribution. This study highlights the
innovative approaches in the distribution of cultural creative products. In this regard, the
case of the Palace Museum provides invaluable insights, showing how a historical and
cultural institution can spread cultural heritage while engaging with the contemporary
market.
 This research is significant for understanding the distribution of cultural products and for
its implications on the sustainability of culture and heritage conservation in the modern era.
Therefore, this paper aims to reveal the effective strategies practiced by the Palace
Museum, offering perspectives that could guide future endeavors in cultural creative
products.

Product Development
2.1 Design Philosophy

The development of cultural creative products at the Palace Museum is a prime example of the
harmonious integration of ancient culture with modern innovation. Whether it's replicas of ancient
artifacts, creative stationery, or lifestyle products, each item is meticulously crafted to reflect the
essence of the museum's extensive collection. The design process involves a thorough exploration of
the historical, symbolic, and artistic values of the artifacts, ensuring that each product is not only
aesthetically pleasing but also culturally meaningful.ii

2.2 Case Study Analysis: Palace Museum Lipsticks

For instance, the widely popular Palace Museum lipsticks have become a cultural phenomenon,
transcending beyond mere beauty products. These lipsticks, totaling six shades Figure (1), are inspired by
the red artifacts housed in the Palace Museum. Figure (2) The design of the lipstick tubes draws
inspiration from the attire of the Qing Dynasty royal court, with each design corresponding to a
specific shade. The tubes are adorned with auspicious patterns like embroidered ball flowers,
narcissus longevity patterns, landscape and floral motifs, peonies, and seasonal flower baskets,
reflecting traditional Chinese aesthetic tastes.Figure (3) This approach to product development
preserves the integrity of cultural heritage while making it appealing to modern consumers.

Distribution Strategies
3.1 Utilization of Digital and Social Media Platforms

The distribution of these products is as innovative as their creation. The Palace Museum employs a
combination of traditional and digital platforms to reach a wide audience. Traditionally, the museum
has set up physical sales channels through its on-site souvenir shops and collaborations with various
cultural exhibitions and events. These physical outlets allow visitors to directly connect the products
with their cultural experience at the museum.

Digitally, the Palace Museum has been notably successful in using e-commerce and social media
platforms.iii The museum's official online store provides consumers with a convenient way to buy
these cultural products from anywhere. Moreover, social media platforms popular in China, such as
WeChat and Weibo, play a significant role in marketing these products. Through engaging online
content and interactive campaigns, the museum has successfully drawn the attention of younger
audiences, generating significant buzz and appeal.

3.2 Platform Diversification

 The Palace Museum's cultural creative enterprise boasts a multitude of platforms, each offering
different product information and experiential content, catering to potential users' varied interests.
This approach effectively uncovers the real demand of customers for the Palace Museum's cultural
creative products, supplying a more authentic experience. The museum's platforms for experience,
shopping, and pre-and post-sale services show a diversified approach. The main goal is to offer a
one-stop service experience to consumers of different ages and needs, winning over various
customer types. iv

The core layout of the Palace Museum's cultural creative strategy is "Palace Museum + Internet."
Key shopping platforms include the Palace Museum's Taobao store, the official flagship store, and
the cultural creative pavilion; while the digital Palace Museum features the Panoramic Palace
Museum, the Audio-Visual Pavilion, and V Palace Museum. These platforms allow consumers to
conveniently learn about and purchase products through multiple channels.

3.3 International Market Promotion Strategies

Internationally, the promotion of the Palace Museum's cultural creative products in global
markets involves cross-cultural exchanges through museum collaborations and exhibitions. Special
considerations for the international market, such as cultural sensitivity, targeted language
translations, and localization strategies, are employed in different regions, including Southeast Asia,
Japan, Korea, and Western countries.

The integration of online and offline, domestic and international distribution channels has not only
expanded the market reach of the Palace Museum's cultural creative products but also enhanced
the accessibility and visibility of Chinese cultural heritage in the digital era.

Market Response and Case Study Analysis

4.1 Market Response

The Palace Museum's cultural creative products have received an overwhelmingly positive
response in the market. With total sales exceeding 1.5 billion RMB in 2020, these products have not
only attracted history and art enthusiasts but have also appealed to a broader audience, including
the younger generation. The unique fusion of traditional culture with modern aesthetics has
resonated with consumers, leading to high demand and widespread popularity. The museum has
successfully captured the zeitgeist, especially through the launch of themed lipsticks and innovative
stationery, sparking a new wave of cultural appreciation among the public. v

4.2 Market Response: Palace Museum Lipsticks

Focusing specifically on the Palace Museum's lipstick series, the products sold out within an
hour of their online launch, with 3,000 units sold and more than 5,000 reservations. In the first
quarter of 2019 alone, the Palace Museum lipstick series achieved sales of 50 million RMB, proving
significant success. The series also enjoys considerable sales in the Southeast Asian market. Positive
experiences shared by consumers and influencers on social media platforms further boosted sales.
According to public reports and market reactions, the Palace Museum lipsticks have undoubtedly
achieved tremendous success in the market.
Conclusion
The successful venture of the Palace Museum into the realm of cultural creative products shows
the potential of cultural institutions in modern marketing and distribution. By blending traditional
elements with contemporary design and using both physical and digital distribution channels, the
Palace Museum has set a benchmark for cultural creative products. This approach not only promotes
cultural heritage but also adapts it to the tastes and preferences of today's consumers. The case of
the Palace Museum serves as an inspiring example for other cultural institutions aiming to engage
with a wider audience while preserving and promoting their heritage. It highlights the importance of
innovation in the distribution of cultural products, ensuring their relevance and appeal in the
modern world.

Figures & References

Figure (1)
Figure（2）

Figure (3)
 i Wang Enhui, and Kou Xiaoxuan. The impact of cultural and creative product innovation on consumers’ purchase intention—taking the cultural and

creative products of the Forbidden City as an example. Modern Business. 16(2023):23-26.doi:10.14097/j.cnki.5392 /2023.16.013.

Wen Qian. “Internet + IP”: Research on the innovation and activation model of cultural
ii

heritage—taking the Forbidden City in Beijing as an example. Tourism Overview. 19(2023):136-

138.
iii Wang Xudong, and Zhang Liyun. The Historical Roots and Contemporary Value of the Palace Museum's

Culture. Guangming Daily, 2023-11-25, Page 010, Guangming Forum. doi:10.28273/n.cnki.ngmrb.2023.005580.

Luo Fang. From the emergence of cultural IP to the realization of cultural and creative
iv

products. Creative Commentary 05(2023):64-67.

v
Yuan Dahong. A Study on the Brand Communication Methods of the Palace Museum's
Cultural Creativity. Media Forum, 6.11 (2023): 55-57.