Reporter | Ma Yue Wei Xianghui
Edit | Ya Han Xiang
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Just like christmas time will buy decorations, Spring League, Lucky Characters, God of Wealth Painting, New Year Calendar, Red Envelopes... These traditional New Year products, for young people, are the "atmosphere group" that constitutes the sense of New Year's ceremony, and even more just needed. Unlike the previous generation of parents who purchased such New Year goods, today's new generation of consumers pay more attention to creativity and design.
Therefore, a phenomenon you will find in recent years is that this kind of New Year goods that originally appeared in supermarkets and bazaars have now become more and more products with cultural and creative characteristics, and the brand and gift attributes have been enhanced. Major museums and cultural and creative institutions have become the source of young people's purchase of such New Year goods.
Tmall-related data show that among the consumers of cultural and creative products on the Tmall platform, the proportion of post-95s has increased year by year, and it has now reached nearly 40%. In the past year, blind boxes, ornaments, intangible cultural heritage elements of goods and IP cross-border joint models have become the most popular categories for them. Only on the first day of the 2021 Tmall Double 11 sale (as of 10:00 a.m. on the 1st), the sales of museum cultural and creative products surged by more than 400% year-on-year.
The museum launches traditional products in the form of cultural creation, and the biggest advantage is that it can use the cultural relics in the collection as a design element. In addition to the more elaborate appearance, in terms of cultural connotation and allegorical color head, it is more in line with the aesthetic taste of young people.
For example, the Forbidden City, which has launched annual cultural and creative products for many years, only in the "Forbidden City Taobao" online store, including the Spring Festival, Fuzi, Fortuna Paintings, Red Envelopes and other "New Year's Multi-Piece Sets", has exceeded 30,000 pieces in mid-December 2021, and the "Danqing Calendar" containing many historical paintings such as "Qianli Jiangshan Map" and "Listening to QinTu" has sold more than 10,000 pieces per month.
Forbidden City Taobao New Year multi-piece set of blessing tubes
At present, the museum cultural and creative market is no longer only the Forbidden City, but the major museums are competing for cultural creation.
According to incomplete statistics from interface news, the National Museum, Suzhou Museum, Dunhuang Research Institute, Xi'an Forest of Stone Steles Museum, Henan Museum, Guangdong Provincial Museum, Sanxingdui Museum and even the British Museum have launched special gifts composed of Spring League and Fuzi.
Guobo's 2022 "Tiger Fu" New Year Gift Box, including Spring League, Fu Zi, Window Flower, Door God, Red Packet, etc., is inspired by the museum's blue and white glazed red peach pattern jade pot spring bottle, Yongzheng pastel peach pattern plate, pastel apricot forest spring swallow bottle, Ruyi pre-spring map, door god Square Bow, double tiger pattern ornaments, etc., and as a whole, the modern design language is combined with classical aesthetics with the cultural relics elements of tiger and auspicious themes.
National Museum Tiger Fu Chinese New Year Gift Box
The Spring League of the Forest of Steles Museum in Xi'an is taken from Yan Zhenqing's work "Duo Pagoda Stele". The pattern on the red packet is painted with vivid and vivid group characters from the Beilin Collection, which means auspiciousness and auspicious picture.
The Spring League of the Suzhou Museum is taken from the collection of Hong Jun's Eight Words and Deeds Book Association, "Ganlu Qingyun is Rui at the time, praising the wind and the wind and the world and the world". The Fu character motif consists of five different forms of tigers, bats, and auspicious clouds wrapped around it, surrounded by words of blessing.
Suzhou Museum Spring Festival Cultural Creation
The museum cultural and creative couplet is only part of the national tide couplet, and in Yiwu, the vendors have more directly felt the popularity of this year's national tide couplet.
"In the past two years, China's rise has become more and more culturally confident, and it is very good to sell in combination with trend factors." Tao Lifang, owner of Yiwu Yongqiang Cultural Store, revealed to Interface News that nearly 1 million sets of Guochao couplet sets were sold this year. In particular, it is thin to the favor of southern merchants, while northern merchants are still biased towards the traditional big red spring style.
90% of China's New Year paintings and Spring Festival products are from Yiwu. More than 80% of the nearly 300 market operators have their own factories and teams of designers.
"Every year we launch some new styles, and the characteristics are too late to produce." Tao Lifang told Interface News that it is now entering the retail peak season, which will last until the afternoon of Chinese New Year's Eve, while the wholesale peak season has passed as early as around New Year's Day.
Tao Lifang introduced that in general, the design of the Spring League begins in April and May of the new year. Yiwu's market operators will ask their own designers to design, and the couplets ultimately depend on everyone's vision. "It is impossible for each set to sell well, it is possible that only one set is good to sell, and it is looked at by most customers, and this set is relatively prosperous, that is, the explosion." Tao Lifang said that it is difficult to predict how many orders are received and how many goods are made.
Guochao Spring League (Image source: Taobao)
Generally speaking, medium-sized manufacturers will produce 6-10 sets of layouts, from large to small, each set of normal to do a few thousand to 10,000 quantities, large and small sizes to do, to the second half of the year around the middle of November, successively from all over the country merchants to Yiwu to buy goods.
New Year paintings combined with the zodiac will sell well in the Yiwu New Year Market every year. This year is the Year of the Tiger, and the series of New Year painting products with the theme of "Jumping Tiger" have been welcomed by many buyers. Some operators obtained genuine Disney licenses in the early years and gained advantages in a series of derivative sales this year. From the price point of view, a number of buyers told Interface News that the price of this year's annual custom products has increased, and the price of some IP cooperation products is significantly higher than that of traditional new year products. But this has not affected the enthusiasm of young consumers.
Their design inspiration comes from daily observation and accumulation, such as a variety of Internet buzzwords have been applied to this year's creative Spring Festival, "face appreciation does not increase fat, poverty alleviation and single hair loss" such a simple wish is very popular with young people. In addition, there are some ideas from the bosses.
"We usually walk everywhere to look around, participate in the Canton Fair, Shenzhen, Shanghai and other places of cultural exhibitions, etc., some of the more prominent elements will be carefully written down." Tao Lifang said that this year is already the second year of the national tide spring festival, not all the national tide elements can continue to be popular, and recently she began to pay attention to the trend of the next year.