Reporter Ji Wei.
On January 28th, the eighteenth day of the lunar month, the streets and alleys became stronger. In the newly established New Year's goods area of Ginza Supermarket on Guangzhou Road, Liuqing Street, Lanshan District, Linyi City, red Spring Festival couplets, lanterns, blessing characters and other festive products were hung on the booth, which was particularly eye-catching among the shelves.
Citizen Sun Shuo was attracted to the booth and looked through the Spring Festival couplets. Dozens of Spring Festival couplets were put on the shelves not long ago, and the price of each pair was 29 yuan. "The material of these couplets is silk cloth, which is not easy to damage, so it is higher than the paper one. The salesperson explained.
Sun Shuoli told reporters after leaving the stage: "Looking at the Spring Festival couplets over the years, they are all innovative in materials, and the text content that can really reflect cultural attributes seems to be about the same every year." ”
Wang Jian, deputy general manager of Linyi Commodity City, also feels the same way.
The third floor of the cultural area of Linyi Commodity City is a special area for festival products such as Spring Festival couplets. Since the beginning of the lunar month, the merchants here have ushered in the peak period of shipments, and Wang Jian has to come here a few times every day.
Red is the main color on the third floor of the cultural district, with all kinds of Spring Festival couplets hanging side by side on the wall, and the floor is covered with square blessing characters, and occasionally a few shops specialize in large and small lanterns. The element of the Year of the Dragon is an important theme of all kinds of New Year's goods, and the top of the Spring Festival couplets is decorated with a ** dragon head pattern, and the price can be several yuan higher than that of ordinary styles.
In fact, the situation in this area is similar every year, and the styles of Spring Festival couplets and other products are relatively fixed, and a batch of ** styles will be designed according to the zodiac every year. Wang Jian said.
However, in the view of the owner, Sun Fengying, the innovation of fonts and words is more important: "Most of the Spring Festival couplets on the market now use the fonts that come with the computer, which is difficult to reflect the cultural flavor of the Spring Festival couplets." ”
Sun Fengying, who is in his early 50s this year, has been running the Spring Festival couplets business for 30 years, and because he usually loves calligraphy, he has many calligraphers in his circle of friends. A few years ago, observing that the computer fonts on the couplets were lackluster, he collaborated with a few calligrapher friends to develop custom couplets. The calligrapher selected the Spring Festival couplets by handwriting, and Sun Fengying contacted the manufacturer to make the layout and print it on a large scale. To this end, he needs to pay two fees every year, one is the copyright fee of the calligrapher, about 5,000 yuan for each couplet, and the other is the layout fee of the manufacturer, about 80,000 yuan each time.
Because the cost and selling price of this kind of customized Spring Festival couplets are relatively high, many buyers are afraid to purchase in large quantities in the first few years. However, in recent years, consumers have increasingly recognized creative products, and our customized Spring Festival couplets have the texture of natural writing at a glance, and sales have begun to increase steadily. Sun Fengying said.
In Sun Fengying's store, "Ping An Ruyi is good every year, people and families are prosperous" was the sales champion among last year's customized products, with a total of 100,000 pairs printed. The wholesale price of similar paper products is 2 yuan a pair, and the wholesale price of this one is 8 yuan a pair. The price difference of 6 yuan is the cultural "premium" excavated by Sun Fengying in the Spring Festival couplet market.
also chose to dig gold in the cultural and creative market, as well as Miao Miao, the inheritor of Yimeng Miao's paper-cutting. She grafted paper-cutting skills with festival products, and used scissors and red paper to create Spring Festival couplets, door notes, window flowers and other products, and packaged these three sets for sale, each group of products priced at 80 yuan.
Traditional skills should take the initiative to connect with market demand, embed art into life, and let old crafts continue to be reborn. Miao Miao said that in recent years, she has created a second time for paper-cut products, and has developed brooches, refrigerator magnets, coasters, keychains and other cultural and creative products with paper-cut elements, which have gradually been recognized by the market.