The Spring Festival Gala of the Year of the Dragon left unforgettable memories for many audiences on the night of Chinese New Year's Eve. It skillfully combines deep traditional culture and modern pop elements, and has won a lot of praise. The viewership of its live streams has already exceeded 1.5 billion times, an increase of 12 compared to last year69%。
It has accompanied the Chinese through the Spring Festival Gala for more than 40 years, and it is still an indispensable national IP. The Spring Festival Gala has become a symbol of Chinese culture, and every performance is a cultural feast. The Spring Festival Gala is not only a carrier of emotion and culture, but also carries far-reaching commercial significance and brand value.
Compared with those brands that have invested hundreds of millions of dollars to become sponsors, some items are either laid out in advance, or follow the trend and become unexpectedly popular, which has become an unforgettable memory of the Spring Festival Gala outside the highlights of the program.
From grabbing red envelopes while watching the Spring Festival Gala, to now placing orders while planting forage, the influence of the Spring Festival Gala program is to some extent being voted by people through "buying".
After the Spring Festival Gala, there were many hot topics related to "the same style of the Spring Festival Gala" on the hot search list. Search for the same style of the Spring Festival Gala on **, and you will find that many products are popular words and keywords on **, including hot words such as "Zhang Ruonan's same design" and "Zhang Ruonan's cardigan". On the hot search list, we can see Ma Li's same coat and boots, Zhu Yilong's same red suit, Yang Mi's same Hanfu on Henan Satellite TV, and Zhang Tianai's same lipstick. Among them, "Zhang Ruonan's cardigan of the same style" is the most popular. More than 3.6 million searchers were looking for "Zhang Ruonan", but her pink outfit was sold out in less than 10 minutes. **A new feature has also been opened - "Spring Festival Gala with the same style**" can directly purchase the same clothing or other products of the Spring Festival Gala, including clothing, shoes and hats, accessories and so on. In order to provide consumers with more convenience, ** launched the "theme venue" function, just search for "what are the same models of the party" to arrive directly. "The same style of the Spring Festival Gala is a major feature of the first and its biggest advantage. Not only ** and Xiaohongshu's "Spring Festival Gala Live Room" launched 6 kinds of "Spring Festival Gala with the same style" products, Jingdong also set up a special display venue for the same style of the Spring Festival Gala, and launched a variety of similar products such as "Huang Bo's same purple sweater" and "Dream back to Chang'an series".
This gentle and playful sweater cardigan, with jumping color buttons, has become the focus of heated discussions no matter what platform it is. "This dress was made by me and Zhang Xiaofei", "She feels very comfortable after wearing it!" "When she came on the stage, I immediately knew that this outfit was going to be very popular, similar to the style of Zhang Xiaofei in the past. But if you look closely, you'll see that the dress is very fussy. "During the Chinese New Year, you can go to your relatives and copy your homework to wear this dress. "This has put a lot of pressure on Yiwu.
On the ** platform, as soon as Zhang Ruonan appeared, it attracted hundreds of thousands of people to search for the same style through Pai Li Taosou, and more than 5,000 people made additional purchases. The start time of the sketch was less than 10 minutes, and the same product of the short sentance merchant with a price of 1650 yuan had been sold out, and the merchant was sold out again after the emergency.
In the "Hot Spots" section of Xiaohongshu, Zhang Ruonan began to grow sweaters as soon as she appeared and became the focus of the conversation, and buyers in the fashion industry have "dug up" her entire outfit. This time, Zhang Ruonan became an important guest of Xiaohongshu's e-commerce live broadcast, and she unabashedly shared her shopping experience. It is worth mentioning that this year, Xiaohongshu, as a sponsor of the Spring Festival Gala, launched an e-commerce live broadcast model for the first time. This is not only to attract more attention, but also to take advantage of the huge traffic brought by the Spring Festival Gala to achieve a more mature closed-loop operation of live broadcast e-commerce.
The world's online merchants noticed that in a store on **, the sales of the same link surged from 5 to more than 100 in just a few minutes. Merchants have seen the effect of the Spring Festival Gala, quickly adjusted the product information, and seized this opportunity to quickly become popular. On Douyin**, many of the same titles were quickly modified to "the same style of the 2024 Spring Festival Gala", with one of them selling an astonishing 300 pieces.
After a five-year gap, Liu Qian appeared again in the magic show, among which "Nigmaiti Goof" became the biggest joke of the Spring Festival Gala**, and hot topics such as "I feel that Xiao Ni is about to break" and "Liu Qian shouted tears and left the Spring Festival Gala stage" and other hot topics continued to heat up, making the humorous atmosphere of the entire Spring Festival Gala reach its peak. At the scene of the magic show, Liu Qian's magic props were affectionately called "Nigmai shoes" by netizens. In the process of the performance, the "Liu Qian's same super-large playing card" has successfully appeared on the hot search list. A few days before the Spring Festival Gala, Liu Qian added a new way to play his playing cards - "super big cards". This kind of super big name playing cards has become very popular on **, and many merchants have sold more than 1,000 per month, and they are very active in weddings and board games, and may become a frequent "atmosphere artifact" during the Chinese New Year this year.
From the point of view of the extended timeline, the same style of the Spring Festival Gala is, to a large extent, shaping and depicting new fashion trends with aesthetic and emotional resonance.
In my memory, the Spring Festival Gala, Fei Xiang's red jacket and Faye Wong's double pill head are all classic images created in that era. At this year's CCTV Spring Festival Gala, "China Red" was once again given a new connotation - a visual symbol and art form that integrates Chinese elements with Western culture. This year's Spring Festival Gala of the Year of the Dragon uses the same style, further amplifying the trend of dopamine style, traditional horse-faced skirts and new Chinese design styles."
The same sweater worn by Zhang Ruonan shows the typical characteristics of dopamine style, and its bright colors bring pleasure and a feeling of joy to the wearer, and the emotional effect of the clothing is becoming increasingly obvious; Zhang Ruonan, dressed in a new Chinese costume, walked on the stage and sang "Shangchun Mountain" with Wei Chen and other artists. On the stage of the Spring Festival Gala, Wei Chen, Wei Daxun and Bai Jingting sang "Shangchun Mountain" together, which further showed the demeanor of a new Chinese gentleman. Counting this year, the new Chinese style has swept the fashion industry and become the new favorite of fashionistas. New Chinese style, as the first popular trend in 2024, has become the "New Year's clothing" in the hearts of many people; On the runway, the models walked in gorgeous Hanfu styles, showing the perfect fusion of classic and modern. Guan Xiaotong's traditional Chinese horse-faced skirt has received a lot of attention abroad in the past year, causing sales of Hanfu in Cao County, Shandong to surge to one billion.
In addition, the "light luxury old money style" represented by Ma Li's white coat on the stage of the Spring Festival Gala, the "capable and simple style" displayed by Wei Daxun's embroidered long coat, and the "red and noble style" symbolized by Zhu Yilong's double-breasted red suit have received widespread attention, and they are all representatives of the latest fashion trends.
It is worth mentioning that the Yiwu children's dance team made their debut at the Spring Festival Gala, and their dance performance "Goose Goose Goose" not only reinterpreted the charm of Chinese poetry, but also ignited the "goose goose hat" on the head of the "Yiwu little goose". On the stage, cute geese shuttle between the props, some of them decorate themselves with feathers, and some of them stick their little heads to their bodies. As far as we know, in order to better show the visual effect of the stage, the costume design of the goslings is specially tailored for them, and the degree of filling of every detail is carefully designed. "The colour and fabric of the goose hat is very special and makes the child feel warm in cold weather. After the show was broadcast, this goose goose hat quickly climbed to the third place on the ** hot search list, which sparked heated discussions among netizens, who called on merchants to "put it on the shelves as soon as possible" and "be sure to check the relevant links within two days".
Although ** has not yet launched the same product, Aliyu's "Make Some New Goods" campaign has launched the same crowdfunding project. At present, the goose goose hat with a unit price of 88 yuan has attracted more than 200 people to participate in crowdfunding, and it is expected to be officially shipped in mid-April.
In each frame of the Spring Festival Gala, the audience can see new styles and aesthetic directions, while businesses are capturing the ever-changing development opportunities. From the Spring Festival Gala to the Commercial Gala, the changes and innovations of the Spring Festival Gala are all adjustments made to meet the needs of the times. The Spring Festival Gala quickly found a balance between supply and demand, and at the same time, it is constantly shaping new collective memories.
Spring Festival Gala