Strategic cooperation between the Forbidden City and the event line to spread traditional culture through internet platforms

With the constant penetration of "Internet plus" in the event industry, the event O2O provides consumers with a variety of services, such as online purchase of performance tickets, APP search for events... "Internet plus" has transformed the service mode and industrial form of the cultural industry to varying degrees.

In the past, the combination of the concept of "Internet plus" and Chinese traditional culture was difficult to deepen. The main reason for this is that compared to the "popular culture" audience, the "traditional culture" audience is more vertical, and mobile internet users are mostly followers of popular culture, which makes it difficult for them to overlap in the audience. Therefore, most traditional cultural brands temporarily hold a wait-and-see attitude towards the mobile internet.

With the emergence of a large number of "Internet plus" innovation models and the improvement of Internet users' awareness of traditional culture, the transformation of traditional culture by "Internet plus" began to emerge. Taking the Palace Museum as an example, this comprehensive museum built on the basis of the Ming and Qing dynasties' palaces is the brand with the most traditional Chinese cultural elements. How to pass on the vast and profound excellent traditional culture is a problem that the Palace Museum has been striving and exploring.

In order to adapt to the current trend of mobile internet, the Palace Museum launched its first mobile application - "Yinzhen Beauty Map" in 2013. The "Yinzhen Beauty Image" has a simple interface, smooth music, and rich cultural heritage. Within two weeks of its launch, the app received 200000 downloads and was also selected as the selected app of the year.