In the customs of the Chinese, the New Year is indispensable to catch the market. "Let's go! During the Spring Festival, many young people choose to bring in friends to experience a market "immersively". "Rushing to the market" has become a hot word in today's young people's social circles, and it also adds vitality to the promotion of the city's new economy, new business formats and new models.
A village market that carries childhood memories.
The years are long, the people are warm, and the aftertaste is fragrant. Hangzhou's New Year flavor is pervasive, and in the Jingshan Village Market, all kinds of sauce goods are filled with the familiar smell of human fireworks, such as sauce duck, sauce meat, spring rolls, etc., and there are many young people who are attracted by the wisps of sauce fragrance.
Post-00" tourist Zhang Zheyu said after shopping, he didn't expect to feel the Jiangnan sauce culture while tasting the fragrance of sauce, "It is very suitable for the year's goods, I bought several things, and took them back to my family." ”
Nowadays, many young people are paying more and more attention to health, and a few girls have come to say that they want to reduce salt and add zero added food. Aunt Tan said. Many stall owners said that many sauce shops are now inheriting ancient methods while constantly innovating production techniques and cooking methods.
In addition to the authentic sauce flavor, the combination of traditional folk customs and modern life makes the village market "out of the circle". The original local flavor, pyrotechnics and visual design and check-in gameplay that meet the aesthetic needs of young people, relying on the spread of short **, activate the flow of the rural market, and also stimulate the energy of the countryside.
The weeds and branches along the riverside, the antique handmade lanterns, and the market stalls made of local bamboo are a sight to behold. In the Tonglu Mountain Wild Scenery Market, the reporter learned that many tourists who came to check in learned about this market through social **, "I did a strategy before coming, this market is mainly a combination of solar terms and rural characteristics, we want to experience the fireworks in the world, feel the poetry and the distance." ”
Hangzhou Village Market. Photo courtesy of the interviewee.
In Yuhang's "Yedi Yaji", groups of young people flocked to the booth of Zhang Ru, the intangible inheritor of Qingshan plum blossom cake of the "post-90s", "The taste of the old foundation is only brown sugar and sesame seeds, and we have made changes on the basis of the traditional plum blossom cake, and launched a series of fillings that can cater to the taste of young people, such as taro paste, red beans, and sesame seeds." According to Zhang Ru, there will also be many "post-70s" and "post-80s" who bring their children to taste, and the authentic local taste carries the memories of their childhood.
The return and "out of the circle" of rural markets is the combination of folk tradition and modern life, the collision of local culture and rural economy, and has also become an important force to promote consumption growth in the new era.
In 2023, the Zhejiang Provincial Department of Commerce and the Zhejiang Provincial Department of Agriculture and Rural Affairs will organize a re-evaluation by experts in related fields, and select the first batch of 29 boutique rural markets and 14 boutique rural cultivation markets, providing a reference for people to follow the trail and "check in" and help drive local rural tourism and consumption.
Experience the collision of diversity in the "Fantasia Market".
In addition to the rural local market, the "immersive" new consumption scene of the night economy has also attracted the attention of many young people.
It's too expressive", "It's so fine", "The look between the eyebrows is simply me", ......At the Wulin Night Market in Hangzhou, the portrait paper-cutting booth attracted many passers-by to stop and watch. A small pair of scissors, a side of red rice paper, while observing the faces of tourists, while "flying to cut away the paper" quick operation, less than five minutes, the original plain piece of red paper has become a smart portrait paper-cut artwork. As soon as the folded portrait was opened and trimmed, the surrounding audience let out an exclamation of admiration.
Ms. Lin, the stall owner, said that many of the people who are attracted to portrait paper-cutting are young people, "Young people have seen a lot of traditional window flower paper-cutting, but some people have not seen portrait paper-cutting, which is very rare." ”
Pan Huiqing, a "post-95" who made a special trip from Shanghai to Hangzhou to check in, said, "I saw that Hangzhou's night market was very popular on social platforms, and I also wanted to come to check in and buy some good things." ”
According to the data of 2023, the contribution rate of nighttime consumption to consumption in Zhejiang Province has reached 5484%。"The night market is a gathering place for our young people. Ye Lianzhong, the relevant person in charge of Wulin Night Market, said. It is reported that the average daily passenger flow of Wulin Night Market during last year's holidays was 100,000 people, and the peak period was as high as 1680,000 person-times, has become the C position of Hangzhou's "traffic block".
Hangzhou Guofeng Market. Photo by Lin Qi.
In addition to village markets and night markets, Guochao markets are also popular among young people. At the Canal Gongchen Market, the reporter followed the ** to the national style impression clothing booth, the stall owner Ms. Xu is a "post-85" traditional culture "fanatic", she pointed to the embroidery on the costumes and introduced, "I have been doing these ancient costumes for more than ten years, and I embroidered each piece of clothing one by one." In recent years, according to the preferences of young people, I will add a lot of trendy elements. ”
We have launched a variety of new products in line with the aesthetic direction of young people. According to the staff of Xiling Seal Society, young people are full of vitality and yearn for freedom, and the "time-honored brand" needs to resonate with the young group at the same frequency.
The reporter visited a number of markets and found that the proportion of young stall owners is relatively high, and the integration of "market economy" and online live broadcast has become a unique landscape. A "post-90s" Longquan celadon cultural and creative stall owner said that he met many young fans in the live broadcast room. Ms. Qi, the person in charge of the booth of Bao Fu Xiang Bureau, also said, "We sell it on all major online platforms, and many young people say that they fell in love with traditional culture by brushing our intangible cultural heritage when they came to the offline stall. ”
Hangzhou's "Guanhe Night Market" in the evening. Photo by Xi Jinyan.
There are hundreds of gatherings in the market, and when they are gathered, they are fireworks, and they are spread out in the world. With the blessing of digital consumption and live-streaming e-commerce platforms, more and more young people are pouring into the market, which also injects infinite possibilities into this traditional life scene.