Decoding: Seeing why the exhibition has become the new fashion "standard" for contemporary young people

The scene of the Silk Deer Oriental 2021 China International Silk Expo held in Hangzhou. Photo by Wang Gang

Hangzhou, October 24 (Reporter Xi Jinyan) With the increasing diversification of cultural and entertainment forms, going to the punch card to see the exhibition is becoming the "standard" of many young people's new fashion.

Some insiders said that the exhibitions that young people love to see are more new and exotic and small and beautiful exhibitions. Behind the young people's love to watch the exhibition, there is also a hidden code of the new economy: on the one hand, the emergence of new exhibition methods such as design exhibitions and IP exhibitions has brought new choices with both participation and experience to young people's offline gatherings; on the other hand, with the change of consumption methods, young people with certain aesthetic ability and purchasing power have also increased their demand for spiritual consumption.

Why is it that the exhibition is on fire? The reporter interviewed several exhibition enthusiasts and industry insiders, trying to decode the new economic code of the exhibition.

"Insider" looks at the doorway: the more accumulation, the greater the gain

Jie Xi (pseudonym), who works in the design industry in Shanghai, is also a curator, "Previously, she liked contemporary art, new media and architecture-related exhibitions, and every year she would go to see the graduation exhibitions of art academies such as the China Academy of Art and the Central Academy of Fine Arts." ”

Nowadays, she prefers to go to the museum to see some special exhibitions, such as the exhibition of traditional costumes at the National Museum of China, the wedding exhibition of the Hangzhou Silk Museum, etc. "Once you see it, you will go to class." ”

Unlike when she liked to watch exhibitions in college, Jie Xi felt that compared to watching the exhibition herself just to see a lively one a few years ago, it is now more of a learning mentality, such as thinking about how to create and how to express from the perspective of an artist; how to present a good exhibition as a curator.

In Shanghai, she can get more opportunities to learn. The data shows that from August 2020 to August 2021, there were 29,000 exhibition projects nationwide. Among them, the number of exhibition projects in Shanghai is as high as 4730, ranking first in the country.

Similar to JieXi, netizens "Xiao Li Teacher" love to watch exhibitions is also related to work. Engaged in the cultural tourism industry in Hangzhou, he prefers cultural and expo exhibitions, and watches exhibitions at least once every two weeks. He likes to avoid the peak of the exhibition and make a deeper connection with the exhibition.

According to his observation, from the perspective of the crowd, women account for the majority of cultural and museum exhibitions. Geological and paleontological exhibitions are mostly male; from the perspective of age group, the exhibition of literature and blogs has the largest number of people aged 35 to 60, and the exhibition of geology and paleontology has the most people aged 25 to 35.

For "Teacher Xiao Li", watching the exhibition is a supplementary input channel for professional and topical knowledge in addition to reading books and papers. He told reporters that most of the museum's exhibitions are very thematic, which requires a certain amount of knowledge reserves and accumulation before viewing the exhibition, "the more itself accumulates, the greater the harvest." ”

"Layman" to see the hilarity: to see life from different perspectives

Jie Xi also has a lot of friends who love to see the exhibition, these friends can be divided into two kinds, one is to punch in the card to take pictures, fun, good-looking on the line; the other is that more professional, countermeasure exhibitions, works have love and research, or themselves are professional practitioners.

Her friend Sack (pseudonym) is the former, "I just want people in the circle of friends to see that I am a person with a colorful life." ”

Different from "Xiao Li Teacher", her exhibition preference is more inclined to design and fashion exhibitions, which are relatively lightweight and mostly "flash mobs". In addition to hangzhou, where she is located, she often goes to Shanghai and Beijing to see exhibitions, "Beijing gives me the feeling of 'fireworks', Shanghai is 'internet celebrity texture'".

As an Internet industry practitioner, she feels that watching the exhibition is more often a collision and seeking fresh inspiration. But she found that many people who watched the exhibition went to take pictures and punch cards, and rarely really understood the story behind the exhibition.

"Some exhibitions are really deceived by seller shows, for example, in June I went to a cyberpunk-themed exhibition, and went in to be stacked with some lighting elements, sculpture heads, metal refractions, LED large screens, the so-called imagination stays in the present, there is no sense of the future world at all, as if the trend of the elements piled up, you can sell tickets, there are many Internet celebrities in it to take pictures, a shot is half an hour." Sack said.

Another Internet industry practitioner, Fei Fei (pseudonym), came to Beijing four years ago and often meets with friends to punch in. For her, watching the exhibition can see life from different perspectives and enhance her aesthetics. As far as she could see, she saw more, but also young people of her own age, who held similar purposes, walking through one exhibition after another, feeling the collision between different aesthetics.

The new demand has led to the upgrading and evolution of the exhibition industry

The popularity of young people watching the exhibition has also aroused the attention and thinking of the industry.

Some insiders believe that the reason why watching exhibitions has become a new way of life for young people is mainly because the rapid development of the Internet has opened up the gap between many people and reality, and the rise of new and peculiar, small and beautiful exhibitions has increased more sense of participation and experience, just like "script killing", becoming a better choice for young people's offline gatherings.

Some respondents also told reporters that the current young people are facing increasingly heavy pressures such as further education and job search, and urgently need channels for emotional release, and watching the exhibition is a way for them to release their inner anxiety.

In addition, young people need personalized social platforms to show themselves, through the release of exhibition information on social platforms, looking for people with the same hobbies, with the exhibition as a common topic, people have established connections between people, which will bring people a pleasant social experience.

The demand for young people to see exhibitions has also prompted the exhibition industry to transform from the traditional professional model to the cross-border and integration of new exhibitions.

Li Jian, chairman and general manager of Hangzhou Convention and Exhibition Group, believed in an interview with reporters that the transformation and innovation of exhibitions is not only an innovation in the form of exhibition holding, but also an innovation in the construction of the industrial system, exploring the innovation of exhibition models, and promoting industrial collaboration through the upgrading of the service industry.

Li Jian said that taking Hangzhou as an example, in addition to its unique environment, it also has a wealth of digital new consumption-related scenarios, where consumer groups, consumption methods and emerging industries are more acceptable and promotable.

Li Jian said that with the integration of the Yangtze River Delta to the depth of advancement, more high-quality exhibition projects settled in Hangzhou, the exhibition cooperation of three provinces and one city, there is also new growth, coupled with the emergence of a number of new exhibition IP such as ADM exhibition in Hangzhou, and innovation at these levels requires exhibition organizers to closely link exhibition activities with the digital economy, new manufacturing, new consumption, cultural creativity, tourism and leisure and other industries, through the exhibition platform, to promote the coordinated development of inter-industry and inter-industry linkage. (End)

Source: China News Network