The Chinese New Year is approaching, have you already purchased your New Year goods? New Year goods carry a reunion of beauty, is hidden in the years of the New Year complex. It is also a microcosm of the changes in the way Chinese consumption, this year, the popularity of the "national tide wind" continues to rise, and more and more Generation Z is gradually planted by the "Chinese style" of traditional aesthetics. In order to respond to the vigorous demand of the market, food brands vigorously create national tide products, and different characteristics of national tide food have emerged in this year's New Year market. The rise of national tide food new year goods has given More connotations to the Chinese New Year's taste.
The new generation of consumers favors the new experience of the national tide
The reporter visited the market and observed that the "national tide" is a major feature of this year's food new year goods. Compared with previous years, national tide new year goods are more loved by young consumers. According to public media reports, among the workplace people who use the national tide brand, the post-90s account for 62.66%, becoming the main consumer.
As the creator and promoter of the vigorous national tide, the new generation of consumers with their own aesthetic concepts and great emphasis on experience are undoubtedly the most important group of people in the brand.
Post-90s consumer Mandy has begun to buy New Year goods last week, in the choice of food, she will prefer the national tide wind products, "many national tide products are particularly novel, cleverly integrate the traditional culture we are familiar with into it, so that the food becomes interesting and fun, but also let me and my friends around marvel at the charm of our Chinese national culture." ”
Some food New Year goods also incorporate the national tide peripheral products created by cross-border joint names, and these "peripherals" have become the "treasures" collected by Z generation consumers. The combination of "unexpected" and "natural" satisfies consumers' pursuit of practicality, ritual and freshness.
High value and high connotation are just right combined with this year's national tide New Year food. The requirements for appearance are also reflected in all aspects of life, more than 60% of consumers will buy more attractive packaging products. Especially consumers represented by the post-95 generation pay more attention to the appearance of the product.
National Tide Element 1: The Year of the Tiger Zodiac
The Chinese style of the Year of the Tiger combined with the Chinese zodiac is one of the main genres of this year's national tide of New Year goods. The Peninsula Boutique's New Year gift collection is themed after the tiger and tiger, and the designer designs the tiger head shoes worn by children in the past. In addition to candy, pastry, chocolate and famous tea and other seasonal foods, there are also Tiger Tiger New Year gift boxes, Tiger Head shape embroidered packaging boxes are quite chic and exquisite, and the New Year hanging ornaments are doubly festive. In terms of connotation, the peninsula boutique traditional Chinese rice cake is also injected with a new taste, the traditional rice cake is made of raw ground glutinous rice, sweet and soft glutinous, in addition to the traditional rice cake made of cane sugar and glutinous rice, this year also specially added a new flavor of guiyuan red dates, rich taste and classic taste matched, evocative. And Baicaowei also specially customized two gift boxes of "New Year" and "Tiger Tiger Shengwei" for offline store sales.
Shangri-La Group's flagship product this year, "Zhao Cai Jin Bao Gold Coin Rice Cake and Bird's Nest Gift Box", with the elegant Tiger Zodiac sitting in the pavilion in a three-dimensional shape, guarding the gold coin rice cake carefully developed by the Michelin star chef in the box, and then paired with the ready-to-eat bird's nest refined from the best materials in Southeast Asia, making it a good souvenir for the New Year; Xu Fuji continued to create the Jufu Jinli Gift Box as an ace gift box product this year, a box with nuts, candy, cakes are readily available, cost-effective, and affordable gifts. There is also a tiger blessing gift box that should be in season, using the innovative combination of zodiac culture, with red envelopes, calendars and tiger origami related to the New Year, so that the link between the New Year products and the New Year is closer, so that the products are more culturally connotative.
Embracing the new national tide, many old brands are also in transition. Guangzhou restaurants familiar to Guangzhou people also have national tide food boxes. According to reports, Ruibeast Fengnian National Tide Food Gift Box selects 6 high-quality cookies such as chocolate flow cookies, cheese cookies, and coffee cookies. The cookie gift box is designed with a national tide, with a phoenix pattern meaning auspicious, exquisite appearance, built-in cultural and creative gifts, can be DIY interesting.
National Tide Element 2: Millennium Culture
In 2021, a series of variety shows such as Henan Satellite TV's "Wonderful Tour" series that dig deep into traditional culture prevailed, bringing Dunhuang culture to young consumers and giving the brand inspiration to create a new future.
The sauce used in cooking is one of the contents of the New Year goods, and it can also be very popular. At the beginning of 2022, Lee Kum Kee and Dunhuang Museum launched the "Feixian Gift" sauce gift box, a collision of century-old sauce brands and millennium cultural IP, unlocking a new experience of "National Tide". The reporter observed that the outer packaging design of the gift box is full of ingenuity, graceful and flowing, wearing cool sunglasses, and becoming an urban hipster. The products in the gift box are the soul-destroying tempeh sauce, garlic chili sauce, and stir-fried garlic sauce that are popular among consumers.
Coincidentally, The Shop of Good Products also joined hands with the millennium treasure Dunhuang Cultural IP to create packaging, combined with aluminum foil hot stamping technology, concave and convex texture carving, paying tribute to the snack culture of the Chinese New Year. According to reports, this special gift box for the 2022 New Year is a selection of high-quality nut raw materials from the hinterland of Changbai Mountain, as well as pistachios from California, Vietnamese Pingfu cashews, South Africa and North America at 30 degrees north and south latitude of the river valley pecan fruit, after 27 selected process standards.
Baicaowei joined hands with national treasures to launch three IP joint gift boxes of "Fuxing Gaozhao", "Kyushu Jubao" and "Ruiqi Dongsheng", which gave a deep cultural connotation to the Annual Gift. Among them, the "Fuxing Gaozhao" gift box creation inspiration comes from the Palace Museum's gold-embedded pearl celestial globe, the taste of grass extracts the astrological elements in it, after the gift box is opened, the internal turntable rotates counterclockwise, there is a bucket to turn the star, the meaning of the arrival of the lucky star. The "Kyushu Jubao" is inspired by the bronze sacred tree of Sanxingdui, and after opening the box, the heavenly palace origami shape and the picture of the celebration and blessing of Kyushu on the ground jump in front of you, implying that the blessing is transmitted to Kyushu Huaxia.
National Tide Element 3: Museum
Laifen linked up with the Shanghai Museum and the Metropolitan Museum of Art to launch the "Youguo World Style" series of nut gift boxes, which collect raw materials from all over the world, integrate the art and culture of the East and the West into a beautiful box, and use food to convey culture. The gift box has a variety of flavors, almond wood, macadamia nuts, pistachios... Fusion of global flavors. The exterior design of the gift box is also very exquisite, and the Chinese and Western artistic elements show the beauty of ancient charm.
According to the relevant person in charge of Laiyifen, according to the research of relevant institutions, the proportion of young consumers' consumption of cultural projects such as museums and art exhibitions in daily and travel life has shown a linear growth, while the consumer market of their derivatives has shown huge market space. Therefore, based on the consumption insight of the "appearance and connotation" of Generation Z consumers in the context of the rise of the national tide, Laiyifen and the two major museums to create a New Year nut gift box are an important measure to simultaneously renew the brand image and consumer minds. In a popular way, "New Year goods" are building a bridge between young consumer groups and China's excellent food culture, promoting a new wave of traditional cultural upsurge. (Reporter Zeng Fanying)
Source: Guangzhou Daily