Dressed in gorgeous Hanfu, hand-held lanterns, and enjoying the lanterns under the Lantern Street by the Pearl River; the wide outdoor square, cultural and creative handicrafts, intangible cultural heritage, retro old objects, fashion costumes and other creative items, dazzling, placed on a variety of shaped mobile cars for people to choose...
During the New Year's Day holiday, the national tide punching point and the trend market have become the most popular places. In the Pearl River Pipa, Yongqingfang, Beijing Road Xindaxin and other national tide gathering points, as well as the city's major shopping malls, public spaces carefully planned theme trend market, you can see many young consumers come to play, shopping, entertainment. Some large commercial centers also set up large-scale themed installations on site to show multicultural interests and meet the needs of all parties.
Gen Z loves traditional cultural activities
At present, the "national tide" has become one of the core contents of new consumption, and the "Generation Z" consumers represented by the post-95s and post-00s are the main force of the national tide, and their national self-confidence is not only reflected in the aesthetics of daily goods, but also love to participate in traditional cultural activities.
Guangzhou's Pearl River side of the paji, with the theme of "Tiger Tiger Shengwei", extends the national style to the decorative installations of the park, such as giant lanterns, 15-meter lantern corridors, retro window flowers and other aesthetic scenes, combined with the traditional play of guessing lantern riddles, enhances the scene experience of tourists, and the traditional cultural festival atmosphere is strong.
On Hualan Street, many young citizens dressed in various hanfu, three by three, two, took pictures and videos on the ancient street. Many young parents come with their children to watch and play, guess the riddles, and some little girls wear streamers on their heads, wear ancient children's clothes, and carry lanterns, as if they were ancient children.
"On the last day of 2021, the flow of people in our park is about 43,000; on the first day of New Year's Day, as of 5 p.m., the flow of people is nearly 10,000, but there will be more people here at night." The person in charge of the Pearl River Pipa Beer Culture and Creative Art Zone said that during the welcome period, the art district created a "Chinese style" cultural tourism space, and at night, the area also set aside a place to hold a market, in addition to a variety of artworks, food handicraft mobile stalls, there are also lantern riddle quiz activities on the spot.
The new Daxin Building on Beijing Road in Guangzhou has now been transformed into a gathering place for the national tide, which integrates elements of the Tang, Song, Yuan, Ming, and Qing dynasties. Layer by layer, each floor injects history and culture, retail business, catering and entertainment, and tourism experience one by one, allowing consumers to fully feel the immersive consumer experience, and also bringing consumers a new "social" topic. On the first day of the holiday, many consumers dressed in Hanfu could be seen on the scene, shuttling through the special punch points on each floor of the building, or taking photos, or live broadcasting, and having fun.
Trend market shopping + entertainment, activate Guangdong night consumption
In Guangdong, where night consumption is active, the emerging trend market is undoubtedly the most eye-catching. During the holiday, guangzhou K11, Dongshankou Art11, twist market, Ersha Island, Taikoo Cang and other well-known commercial districts in the city have held their own unique markets, rich and distinctive goods, singers and bands on the scene, the atmosphere is warm, one-stop to meet people's shopping, entertainment, social needs.
Among them, guangzhou K11 comic art season brings together more than 50 artists, illustrators, creatives, creative labels/institutions in the Greater Bay Area to welcome the New Year with the public in art fairs, special units and co-creation activities. Hutchison, a subsidiary of the Art Museum, also drops containers at the art market, sells "Shushu" fukubukuro, and exhibits and sells products with both design and practicality. WhatYouNeed, a youth media outlet, co-organised the "Breathe" event, which aims to allow people who have worked hard for a year to slow down, enjoy the beautiful scenery around them and spend time with their families.
B.I.G Creative Park focuses on trunk culture, the stall owner designs the trunk of the brand car as a variety of interesting stalls, selling coffee, craft brews, snacks, boutiques, etc., and there are singers singing and singing performances on the spot; the Twist Market market collects original designs, terroirs, delicacies, and even personal idle items.
"The new format of the market is very attractive to the flow of people, taking the trend market we held in the square outside the West Gate as an example, the scene was very lively when the market opened, setting a record of more than 150,000 visits in three days." The relevant person in charge of Guangzhou K11 said that the company brought local and global popular brands to introduce food and beautiful things with a great sense of winter ceremony for consumers, setting off a wave of "punching in" the city's winter ceremony.
Zhong Lianjun, head of CBRE's South China Commercial Department, said that nowadays people are more pursuing a healthy life and staying longer in outdoor spaces, and the outdoor shopping and play in the market are just in line with people's psychological needs.
[Reporter] Ou Zhikui Intern Huang Kaixin
【Author】 Ou Zhikui
【Source】 Southern Press Media Group South + client