Zodiac culture has become an important part of Chinese folklore and is known as the "living cultural relics" of history. With the power of the Year of the Tiger, major brands have "hit the tiger on the mountain", and various ways of IP marketing have emerged in an endless stream.
Like a tiger adding wings, the tiger's power is fully open, and the "tiger" element never goes out of date.
The New Year has always been a time node for major brands and cultural and creative products to pay attention to, coupled with the beautiful attributes of the zodiac "Tiger", brands and consumers have poured more emotions and expectations into the cultural and creative products and content of the Year of the Tiger.
From museums to amusement parks, from catering to blind boxes, elements of the Year of the Tiger have been integrated into various circles, and cultural and creative products have blossomed everywhere.
imperial palace
Wonderful museum, cultural creation "fierce" like a tiger
With the rise of the "Z generation" consumption force represented by the "post-95s" and "post-00s", the cultural and creative products of major museums with cultural attributes and innovation are more and more favored by young consumers, and museum cultural creations are gradually popular in the market, becoming a new trend and new choice for young consumers.
In order to welcome the Year of the Tiger in the 2022 Zodiac, Shaanxi History Museum and Shaanxi Baiji Gold Culture Co., Ltd. launched the Tiger Fu New Year theme precious metal cultural products - "Tiger Fu" series, using gold and silver precious materials as the carrier to reshape and reconstruct classic cultural relics, give them collection and inheritance value, and make cultural relics regain their lives.
On December 26, 2021, the "Chaohu Imagination" Xinjiang Museum's New Ceremony and Cultural Innovation Conference on the Year of the Tiger Cultural and Creative Series was held at the Xinjiang Museum. With the theme of the traditional Chinese New Year, the "Chaohu Imagination" series of cultural and creative products include folding fans, canvas bags, sachets, customized masks, thermos cups, Spring League sets, red envelope sets, refrigerator stickers - bottle openers, mobile phone airbag brackets, Five Tiger Doll Gift Boxes, Chaoxin Gift Boxes, etc.
According to Guan Yi, head of the Cultural and Creative Department of the Xinjiang Museum, "In 2022, 'Chaohu Imagination' will enter the commercial supermarket complex in Urumqi, better integrate practical functions and cultural attributes, and open up a new path for the new Bowenchuang to 'fly into the homes of ordinary people'." ”
At the entrance of the Cultural and Creative Store of the Nanjing Museum, a small calendar for the Year of the Tiger, the location is not remarkable, but it attracts many people to look at it. It was jointly launched by the two major Internet celebrity IPs in Jiangsu- Nanjing Museum and Suzhou Museum. According to the staff, the first batch of 5,000 pieces of this wall calendar was sold out quickly, and the second batch of goods sold 300 pieces on the first day of arrival, and also received large-scale purchase orders from many enterprises.
This calendar for the Year of the Tiger selects the works of Wen Zhengming, Tang Yin and Weng Tonggong, all of whom are Jiangsu literati born in the Year of the Tiger. The 12 inner pages are paintings by Wen Zhengming and Tang Yin, showing the talent and temperament of Jiangnan talents in the Ming Dynasty; the cover inscriptions "Tiger" and "A Roaring Wind" are extracted from Weng Tonggong's calligraphy works, and the penmanship is somber.
In order to welcome the Year of the Tiger in the 2022 Zodiac, Sanxingdui Museum has also designed cultural and creative products based on the excavated tiger-shaped cultural relics, which means that the tiger and tiger of the new year are vigorous. Among them, the "Tiger In Xiangyun" ceramic cup is based on the Sanxingdui cultural relics copper tiger as the prototype, the copper tiger steps on the gold, around the cup body, the end and end are connected to each other, which means that everything is happy and harmonious, and Xiangrui ruyi is closely followed. The "Tiger Leap Samsung" ceramic cup is based on the Sanxingdui cultural relics Yuzhang and Copper Tiger as the prototype, the cup body is surrounded by many tigers, the momentum is strong and exquisite, implying peace and auspiciousness. In addition, the refrigerator sticker "Tiger Uncle Holding Pig" is shaped by a cute cartoon tiger.
This year's Forbidden City Cultural and Creative Has Also Launched a Tiger Tiger Shengwei Mug, the idea comes from the Ming Dynasty red five-poison pattern flower gauze frame.
The Zodiac is China's excellent traditional culture, especially in recent years, with the continuous enhancement of young people's national cultural self-confidence and sense of cultural identity, they have become more and more fond of their own zodiac signs and the culture behind them, and are willing to spend on it.
The Year of the Tiger is limited
It is a creative competition that belongs to the brand
Stepping out of the museum, the "cute tiger" IP in the zodiac also exists in the streets and alleys of the shops.
Under the dual blessing of brand business culture and creativity, people's childhood memories of tiger hats, tiger shoes, embroidered tiger wallets, etc. have become popular again.
Starbucks, which has always regarded selling cups as a side business, this year from childhood memories, draws inspiration from the "cloth tiger" inherited from the hands of the elders, and pays tribute to the traditional ritual sense of the Chinese New Year in a young and trendy way, launching the cloth tiger mug, and a cloth tiger-shaped ceramic piggy bank, which is used to hold the old money, full of flavor.
Nongfu Spring has always been praised by netizens as a "design company delayed by selling water", and the natural mineral water in nongfu spring glass bottles has been printed on the bottle since the beginning of the launch. From the beginning of the monkey year 6 years ago, Nongfu Spring will send New Year's greetings on time at the end of each year, and arrange more than 100,000 sets of collector's editions every year, only to be sent and not sold.
Haidilao also launched two new New Year's new products in the Year of the Tiger Soft Cute Little Hi Bag, Warm Tiger Tiger Little Hi Plush Shoulder Bag, Soft Tiger Tiger Little Hi Tiger Pattern Diagonal Cross Bag.
Miniso Premium Co-brand Muzik Tiger Lying Fat Tiger and Disney Tigger tiger have launched the Year of the Tiger limited life gadgets, floor mats, pillows, eye masks, hats, tote bags, etc.
It can be seen from the limited edition of the Year of the Tiger launched by each brand that 90% use the big red color of the new year's traditional festival as the main color, and the design concept and design style are launched by the major brands as the source of creative inspiration, creating products that fit the vision of the Tiger New Year and the New Year. In this way, it shows the youthful power of the brand full of vitality and closes the emotional communication and exchange with consumers.
The tide play "tiger" blind box is in short supply
In Zhejiang Yiwu International Trade City, all kinds of zodiac tiger products are in short supply, and many products combine the popular blind box form, which is quite popular among consumers.
According to Zhang Qiuping, a shop operator, the wholesale price of the newly developed blind box series this year is about 75 yuan, a box of 20 sets, which will have 2 to 3 hidden models, and the current sales are also very good. A monthly order, tiger blind box almost 400,000, blind box itself is a popular element, the next order is basically hundreds of pieces, and now the order is scheduled to April 2022.
In December 2020, Bubble Mart, a leading company in the tide play industry that was born for 10 years, was listed in Hong Kong, which means that the tide play industry has moved from a small niche to a popular and entered a new stage of development.
According to enterprise investigation data, there are more than 4.91 million toy-related enterprises and more than 3,000 tide play-related enterprises nationwide. Among them, in 2020, 572 new mainland tide play enterprises were added, an increase of 15% year-on-year, the highest in the calendar year.
On January 6 this year, Bubble Mart co-branded Disney sold the "New Year Tigger" handmade online, 31cm high, and the current official price is 999 yuan / piece. In addition to the joint Disney, Bubble Mart also launched the "Tiger Leap New Year Series Blind Box" with a total of 15 regular models, which is also after the 10th anniversary, the major IPs of the Bubble Mart family are so neatly gathered together.
The original image of the tiger in people's minds is domineering and fierce, but a fat tiger in the style of Chinese painting has a cute and cute poke at the netizens because of its humble expression and thick and short limbs.
Fat Tiger is an animal figure created by cartoonist and toy designer Uncle Fujima in 2017. Uncle Fujima is good at creating a light-hearted and humorous plot and touching animal characters, and his "cat bell" series of blind boxes has become a blind box series out of the circle, and the fat tiger who is busy going up and down the mountain in Weibo has also entered more people's vision in early 2020.
After Fat Tiger became popular, its peripheral products were also loved by a large number of fans. Fat Tiger series of peripheral products emerge in an endless stream, Fat Tiger blind box, handmade has many series, and its related joint products have sold well. The exhibition "2022 Fat Tiger He New Year Beauty Chen" was launched in January 2022 in Beijing and other cities.
On the occasion of the New Year, the tide play brand 52TOYS and Uncle Bujima jointly sold new products such as Fat Tiger Zhao Cai PLUS Handmade and Blind Box, giving it festive elements such as "Zhao Cai" and "Great Luck", which means that Zhao Cai Na Fu and successfully circled a group of young consumers.
The year of the tiger tiger is full of power, the cultural creation combined with the tiger element is constantly born, all kinds of fantastic ideas are displayed on the body of major products, and the cultural creation of the year of the tiger that blooms everywhere is the combination of traditional culture and modern trends, and it is also the sublimation of the auspicious meaning of historical circulation.