For example, with the increase of people's income, tourism is no longer "taking a car and taking photos", but upgrading to a deeper cultural and life experience. B&B instead of traditional hotels has become the choice of more and more young people. For another example, the catering industry is no longer just satisfying consumers to eat well, but also eating healthily and culturally, which has led to the rapid development of various characteristic theme restaurants.

In the same way, the Forbidden City takes cultural and creative goods as the carrier, and integrates traditional elements into contemporary life with the help of modern marketing methods such as the Internet and fan economy, which caters to the brand-new cultural needs under the background of consumption upgrading. For example, the "A Thousand Miles of Rivers and Mountains", which is well known to the audience in the "National Treasure" program, was systematically designed and innovated by the Forbidden City, and cultural and creative products such as turquoise landscape necklaces, art table mats, round fans, badges and scarves were derived.

people in the industry believe that consumers' consumption behavior of cultural and creative products is an emotional fermentation of culture or scene. What consumers want to take away when they consume products is actually a cultural experience, and one-time consumption has become a long-term experiential consumption.

Jing Junmei said that while the material life is enriched, ordinary people pay more attention to the aesthetics of daily life, and expect traditional culture to come into their own vision, which requires both professional cultural creativity and design and emotional support behind the products. Jing Junmei said that the human and material resources of non-profit organizations such as museums are limited, and they are mainly used in professional research fields. The sustainable development of cultural and creative industries needs to actively explore the win-win model of product authorization and multi-party cooperation. Source: People's Network