British Museum souvenirs a smash hit on Tmall

In addition, major museums in Shanghai have generated more than 12,000 kinds of similar products, with sales volume hitting more than 49 million yuan last year, the website said.

"For museums, developing such products is also a way of supporting daily operations of museums and relieving the country's financial burdens," said Hou Ningbin, director of the Emperor Qinshihuang's Mausoleum Site Museum.

He noted that many museums in China are unable to support themselves through ticket revenue, since the country has called for free entry to more museums nationwide.

"The business model, however, provides museums with a new angle where they can run related businesses to replenish themselves," he added.

Han Baoyi in London contributed to this story.