The “New Year’s Day and Happy New Year – Celebrate the New Year in the Forbidden City” exhibition started on January 6th was extremely popular during the Spring Festival, and the Forbidden City even reached the point where “it is hard to get a ticket”. It was originally the off-season for tourism, but the audience waiting to enter the Forbidden City to visit were lined up in a long queue. Even the queues of the Treasure Hall and the Watch Hall lined up to the square from the entrance. The off-season is not slow, why is the Forbidden City so popular this year?
Years of hard work
The refined management of audience traffic
The hot winter is in a huge contrast with the previous winter. The fundamentals of exploration are the audience traffic management explored by the Palace Museum.
Since 2012, in order to balance the huge gap between off-season and peak season, holidays and weekdays, the Palace Museum has solicited social opinions many times.
After full preparation and experimentation, starting from June 13, 2015, the Palace Museum has officially implemented the flow restriction measure of 80,000 people per day. At this point, the extreme peak of visitors with more than 100,000 people or even 180,000 people per day no longer exists, and the audience has been evacuated in an orderly manner to other days, so everyone is more at ease when visiting the Palace Museum.
Effective control and refined management of audience traffic are also reflected in the online ticket sales of Cinema. From 2011 to 2014, the proportion of online pre-sale tickets at the Palace Museum was only about 2%. With the continuous increase in the number of visitors, the pressure of on-site ticket sales is extremely high. As the Palace Museum continues to upgrade and renovate the ticket sales system, develop diverse ticket purchase methods, cultivate audiences’ online ticket purchase habits through preferential tickets, annual tickets and other means during specific periods, and gradually achieve continuous increase in the proportion of online ticket purchases. In 2015, the proportion of online pre-sale tickets reached 17%; in 2016, the proportion of online pre-sale tickets reached 41%. On this basis, during the National Day holiday in 2017, the Palace Museum achieved full-network ticket sales for the first time, and the proportion of online pre-sale tickets reached 100%, officially entering the era of “museum full-network ticket sales”.
In this way, under the influence of the two powerful tools of “current limit” and “online ticket sales”, the Forbidden City can deal with the “big test” of 80,000 people in several days. Although those who want to see have to bear the pain of no tickets, it guarantees the visitors’ exhibition experience, which is worthy of praise.
This year’s eye-catching
Presponding “New Year’s Day in the Forbidden City” exhibition
This year, the Forbidden City launched the “New Year’s Day” for the first timeWelcoming Xiang – Celebrating the New Year in the Forbidden City” exhibition has also become the direct reason why citizens and tourists are flocking to it.
Ms. Hu, a citizen, went to Cinema on the first day of the Lunar New Year to see the exhibition. “A few days ago, I visited the Guomao and saw the “New Year in the Palace” exhibition area of the Forbidden City. It felt quite interesting. Now Komiks really has ideas on the promotion of the Forbidden City. I haven’t been to the Forbidden City for many years, so I took my son to the Forbidden City. Babaylan“
Ms Hu’s words are indeed very representative. In recent years, with the development and promotion of the Forbidden City’s tourism cultural and creative products and the emphasis on online marketing, the ancient Forbidden City has brought new vitality, which makes people unable to help but have a new idea.
Beijing Youth Daily reporter learned that the “New Year and New Year – Celebrate the New Year in the Forbidden City” exhibition is divided into two parts: cultural relics exhibition and real-life experience. The cultural relics exhibition is located in the main hall of the Meridian Gate and the East and West Yanchi Tower exhibition hall, with a total of 885 pieces of cultural relics (sets). The exhibits are mainly selected from the collection of the Forbidden City, and have received strong support from China’s National First Historical Archives, Shenyang Palace Museum and other units.
The real-life experience part includes the entire Forbidden CityCinema uses more than 1,000 imitations. It is worth mentioning that this is the first time that the Forbidden City restores the “Sky Lantern” and “Wansheng Lantern”. BabaylanStand up the sky lantern and the Wansheng Lantern were one of the most grand activities during the Chinese New Year in the early and middle period of the Qing Dynasty. From the time of establishment to withdrawal, more than 8,000 people were used.
Admission Change
Celebrating the New Year in the museum became fashionable
According to Xinhua News Agency, during the New YearKomiks, many museums across the country ushered in a peak of crowds. On the second day of the Henan Provincial Museum, the number of visitors to Komiks on the second day of the lunar calendar is about 8,000, which is about twice that of the usual weekend. The exhibition hall of the “Golden Pig Gongfu – Ji Hai New Year’s Zodiac Cultural Relics Pictures Joint Exhibition” attracted countless visitors; in the Six Dynasties Museum in Nanjing, Jiangsu Province, the “schedule” of the old Nanjing New Year is also eye-opening. As the most treasure-rich and influential museum in the country, the Forbidden City, which is nearly 600 years old, has soared during the Spring Festival this year. It is not surprising that tickets for the 7-day holidays are booked early.
Shan Jixiang, director of the Palace Museum, introduced that the “New Year’s Day – Celebrating the New Year in the Forbidden City” has been launched for more than 20 days, and the average number of visitors per day has exceeded 20,000. In the “Pray for Blessings and Welcomes Fortune” unit, people can see the words “Fu” written by Emperor Kangxi, Yongzheng, Qianlong, and Jiaqing and Daoguang; the “Dunqin and Muqin” unit restores the scene of the emperor, clan and concubines having banquets on New Year’s Day; the “Entertainment and Entertainment” unit reproduces various entertainment activities of the ancients during the Chinese New Year, such as the “Fengqin and Sports” athletes performing “figure skating” and acrobatics on the ice. Guan Jun, a volunteer of the cultural and museum, said: “After 2015, the number of people visiting museums during the Spring Festival has increased significantly. On the one hand, the museum’s publicity work is in place and the social service capabilities are constantly improving; on the other hand, everyone’s recognition of excellent traditional culture is becoming increasingly high.”
Cinema experts believe that the concept of “celebrating the New Year in the museum” has gradually matured and formed a brand. Visiting museums during the Spring Festival is becoming increasingly similar to the Spring Festival Gala, New Year’s movies, New Year’s concerts, Lantern Festival, etc., has become an option that people cannot ignore for celebrating the Spring Festival.
FunctionCinemaTurn on the 2019 Forbidden City Exhibition Tour
After entering the door, the morning gate and Yanchi Tower first look at the exhibition – walk around the three halls and see the different door gods of each hall – go to the Qianqing Palace to see the restored palace lanterns – go to the Cining Palace to visit the temple fair and buy – and then go to the Yanxi Palace of the East Six Palaces to see the Internet celebrity palace. At the same time, there are also the newly renovated Treasure Hall and Watch Hall in the eastern region, which will definitely make you excited!
Focus 1: Palace lanterns and door gods
Door gods can be seen everywhere, and palace lanterns are mainly concentrated in the Qianqing Palace. Researchers in the Forbidden City not only found the usage and history of the sky lanterns and waning lanterns, and even the detailed sizes of each part in the literature, but also found lamp body models, lamp couplet samples, and original lamp poles in each warehouse, restoring the “sky lanterns” that have disappeared for nearly 200 years for the first time.
Highlight 2: Buy Buy
From January 28 (the Little Year of the Lunar New Year) to February 12 (the eighth day of the first lunar month), 145 Chinese time-honored enterprises from 10 provinces (cities) from Beijing, Tianjin, Shanghai, Shandong, Jiangsu, Zhejiang, Henan, Anhui, Jilin and Shanxi will display special food, silk clothing, daily necessities, Cinema, study supplies, jewelry and jade, cultural and creative products, intangible cultural heritage crafts, etc. The New Year cultural and creative culture of the Forbidden City can also be bought here!
Highlights 3: Visit the New Year’s Festival
The exhibition “New Year’s Day – Celebrating the New Year in the Forbidden City” will be held at the Meridian Gate, Dongyanchi Tower, and Xiyanchi Tower. For example, the “Duanqin and Family” unit displays the scene of the emperor, clan relatives and concubines having a banquet respectively on New Year’s Day. The banquet table is placed in reference to the records of the meals in the 48th year of Qianlong’s reign (1783), and more than 100 cultural relics were used, which is very spectacular. (Reporter Wang Yan)