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 visit the Forbidden City lined up in a long queue, and even the teams 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
Refined management of audience traffic
The hot winter tourists wave has formed a huge contrast with the previous winter. The fundamentals of exploration are the audience traffic management explored by the Palace Museum.
Komiks Since 2012, in order to balance the huge gap between the off-season and the 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.
Cinema Effective regulation and refinement of audience trafficKomiks Management is also reflected in online ticket sales. From 2011 to 2014, the proportion of pre-sale tickets on the Palace Museum website was only about 2%. As the number of viewers continued to grow, the pressure of on-site ticket sales was extremely high. As the Palace Museum continues to upgrade and renovate the ticket sales system, develop diverse ticket purchase methods, and cultivate the ticket purchase habits of the audience through special time period discount tickets, annual tickets, etc., and graduallyAchieve 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 endure the pain of no ticket, they guarantee the visitors’ exhibition experience, which is worthy of being called Cinema.
This year’s highlight
Promoting the “New Year’s Day in the Forbidden City” exhibition
This year, the Forbidden City launched the “New Year’s Day – Happy New Year’s Day in the Forbidden City” exhibition for the first time, which has also become the direct reason why citizens and tourists are flocking to it.
Ms. Hu, a citizen, went there on the first day of the Lunar New Year to see the exhibition. “A few days ago, I visited the Guomao and saw the ‘Celebration New Year’ exhibition area of the Forbidden City. I felt quite interesting. Now the Forbidden City is really in the promotion. I haven’t been to the Forbidden City for many years, so I took my son to the Forbidden City.” 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 rejuvenated new vitality, making people unable to help but have new ideas.
Beijing Youth Daily reporter Komiks learned that the “New Year’s Day – Celebrating 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 halls, with a total of 85 pieces of cultural relics (sets). The exhibits are mainly selected from the collection of the Palace Museum, and have received strong support from China’s National First Historical Archives, Shenyang Palace Museum and other units.
The real scene experience part includes the entire purpleIn the open area of the forbidden city, the exhibition will fully demonstrate the New Year customs of the Qing Dynasty with six major themes: “Praying for blessings and welcoming good fortune, worshiping ancestors and filial piety, serving relatives and harmony among the clans, working hard and taking good care of the virtuous, traveling and enjoying the world”. There are spring couplets and door gods that symbolize auspiciousness hanging at the door of the palace, and gorgeous palace lanterns are decorated under the corridors. There are more than 1,000 imitations in total. It is worth mentioning that this is the first time that the Forbidden City has restored the “Sky Lantern” and “Wansheng Lantern”. The lanterns and the lanterns of life were one of the most grand activities during the Chinese New Year in the early and mid-Qing Dynasty. From establishment to withdrawal, more than 8,000 people were used.
Admission Change
The New Year is in the museumCinemaShang
According to Xinhua News Agency, during the Chinese New Year, many museums across the country ushered in a peak of crowds. The number of visitors to the Henan Provincial Museum on the second day of the 1st day of the 1st day of the 1st day of the 1st day of the 1st day of the 1st day of the 1st day of the 1st day of the 1st day of the 1st year of the Henan Provincial Museum, about twice the average weekend. The exhibition hall of the “Golden Pig Gongfu – Ji Hai New Year’s Zodiac Cultural Relics Pictures” attracted countless visitors; in the Six Dynasties Museum in Nanjing, Jiangsu Province, the “schedule” of the New Year in Old Nanjing 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 holiday Cinema were 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 word “Fu” written by the emperors of Kangxi, Yongzheng, Qianlong, Jiaqing and Daoguang; the “Dunqin and Muqin” unit restores the scene of the emperor and his clan relatives and concubines having banquets on New Year’s Day; the “Athletics and Entertainment” unit recreates various entertainment activities of the ancients during the Chinese New Year, such as the “Fengqian athletes performing “figure skating” and acrobatics on the ice.
Wenbian volunteer Guan Jun said: “BabaylanAfter 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 getting higher and higher.”
Wenbian 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 an option that people cannot ignore during the Spring Festival, along with the Spring Festival Gala, New Year’s movies, New Year’s concerts, Lantern Festival, etc.
Take a tour route for the 2019 Forbidden City Exhibition
After entering the door, first look at the exhibition in the morning and Yanchi Tower – walk along the three halls and see the different door gods of each hall – to QianIn the Qing Palace, I saw the restored palace lanterns – I went to the Cining Palace to visit the temple fair and buy it – and then went 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!
CinemaHighlights 1: Palace lanterns, 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 historical evolution of the sky lanterns and waning lanterns in the literature, and even the detailed sizes of various parts, but also found lamp body models, lamp couplet samples, and original lamp poles in various warehouses, restoring the “sky lanterns” and “waning 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, study supplies, jewelry and jade, etc. in the square outside of Cining Palace Garden and Cining Gate. The New Year cultural and creative culture of the Forbidden City can also be bought here!
Highlights 3: Visit the New Year’s Elegance Exhibition
The “New Year’s Day – Celebrating the New Year in the Forbidden City” exhibition will be held at the Meridian Gate, East Yanchi Tower, and West Yanchi Tower. For example, the “Duanqin and Family” unit displays the scene of the emperor, clan relatives and concubines having banquets on New Year’s Day. The banquet table is placed in reference to the records of the meal stalls in the 48th year of Qianlong’s reign (1783), and more than 100 cultural relics were used, which is very spectacular. (Reporter Wang Yan)