As 2023 comes to an end, the cultural consumption in young people's shopping carts candidly records their mental state for a year. If some consumption is for survival and work, then cultural consumption is often out of inner love. On December 25, ** announced the list of the top ten products in 2023, including "The Art of War", concert custom light signs, horse face skirts and other products with cultural attributes. These items, which are far from "survival", are not necessarily the most sold and the most expensive, but they have left a lot of annual memories in the lives of young people in 2023.
In 2023, both movies and TV series will hand over a dazzling film list. Today's young people have tasted the taste of good works, and they are also keen to trace the original expression of good works, re-read the original works many years ago, and literary and artistic works have become super "anchors with goods".
Not only that, but literary and artistic works also have "derivatives". Li Ronghao's song "Plum Sauce" became popular all over the Internet, and everyone wanted to know what the taste of "your shallow smile is like black plum sauce", and the search volume of "black plum sauce" skyrocketed by 200 times for a while, and there were really sellers who quickly put it on the shelves. Knowing this, Dong Chou's "Grandpa's Tea", "Confession Balloon" and "Peninsula Iron Box" ......How many business opportunities are missed!
Concert glow sticks. Courtesy of Visual China.
In 2023, young people will finally have more offline options for their cultural life. According to data released by the China Performance Industry Association, in the first three quarters of this year, there were 1,137 large-scale concerts and first-class festivals across the country, with 11.45 million viewers. Going to a concert is not only about watching and listening, but also about immersive participation for young people. As a result, as a "senior player in the atmosphere group", the light signs and light sticks sold well. Many small businesses said that this year was their best year in 10 yearsThere is a ** shopkeeper who mainly sells light sticks, saying that this year's sales are 2 million yuan, a year-on-year increase of more than 700%.
Young people love the excitement and trendiness of concerts, as well as the profundity and timelessness of traditional Chinese culture. This year, the "China Chinese Costume Day" has been held for the fifth time, and tens of thousands of young Chinese costume lovers dress up on this day. If you want to talk about the popular "item" in the Chinese clothing industry this year, you can't miss the horse face skirt. The horse-faced skirt popular in the Ming Dynasty became a kind of "regular wear" again after more than 600 years, and it was versatile every day, suitable for both weekdays and holidays. In this year's "Double 11", the platform sold more than 730,000 horse-faced skirts, which can cover 105 football fields.
Young people's love for traditional Chinese culture is also reflected in the hard availability of tickets in major museums. According to statistics, from September 29 to October 6, the total number of visitors received by museums across the country reached 66 million, of which about 10 million were received by first-class museums. At present, the total number of museums in the country has reached 6,565, and the free admission rate exceeds 90%. This cultural "consumption" does not cost money, but it needs to spend more love, which is also the yearning for a better life.
Young people yearn for a better life, and they do not forget to resonate with the changes around them. At the end of July and the beginning of August 2023, a flood occurred in Zhuozhou, Hebei Province, and a large number of book publishing enterprises with warehouses in Zhuozhou were affected. Many netizens asked to buy "soaking books", but "soaking books" may breed bacteria and make it impossible to read. All the booksellers on the platform unanimously decided not to sell a "soaked book", and some of the affected merchants found a printing house to print it, while others chose to pre-sell. Netizens have placed orders to support, with a cumulative turnover of more than 30 million yuan, helping the affected Zhuozhou book publishing merchants to "recover". Books are the ladder of human progress, and at this moment, they are also the fortresses of the city where people watch over and help each other.
The last category of goods to mention is a bit special. Einstein himself probably would not have thought that "Einstein's brain" could become a consumer product for young people. The seller hangs the ** of Einstein's portrait on the product page, usually with a price of a few cents, claiming that taking a picture of this link can "automatically grow brains". Similar to "Einstein's Brain", when it comes to the exam season, virtual goods such as "IQ +1", "Exam Editor Ashore", and "Offer Good Luck Spray" will usher in a round of sales skyrocketingDuring the popular screening of the movie "Disappearing Her", the virtual goods of "Awakening the Love Brain" grew rapidly.
In 2023, we have watched dramas, read books, watched concerts waving glow sticks, squeezed through the subway in horse-faced skirts, rushed past Zibo barbecues, drank sauce-flavored lattes, and hoped to ...... for "luck +1" for the uncertain futureAll of the above may be neither comprehensive nor profound, but it is in this kind of real cultural consumption that we construct a real cultural life. Life doesn't have to be lofty, but it's alive enough.
Empty your shopping cart for 2023, what to buy in 2024?
*: China Youth Daily client.