Chao News client reporter Zhu Cheng Quan Linmin.
The new national tide is popular in Hangzhou, and girls experience hairpins and wear Hanfu in Xiaohezhi Street. Photo by Chao News reporter Wei Zhiyang.
A new national tide swept this Spring Festival of the Year of the Dragon.
Walking in the streets and alleys, you will be greeted by "red horse-faced skirts" and "hairpin little girls"; Turn on the mobile phone, "Year of the Dragon Hanfu Suit" and "Chinese Red Wear" have repeatedly appeared on the hot search. **The data shows that in the past month, the search volume of the word "New Year's dress" has increased by 560% year-on-year, and the search volume of "national style girls' New Year's clothes" has increased by 740% year-on-year......
Change new clothes", "buy New Year's goods" and "celebrate New Year's customs", this Spring Festival ritual is full of sense. With the post-95 generation of young people gradually growing into one of the "main forces" of family procurement, the national trend of integrating traditional Chinese culture and modern social needs has risen in the wind.
Traditional aesthetics leverages the beauty economy
On the third day of the Lunar New Year, Ms. Fang from Hangzhou posted a set of ancient photos in the circle of friends, she and her daughter were wearing a new Chinese-style red velvet collar Hanfu, wearing a velvet hairpin, holding Spring Festival couplets, and the makeup was delicate and elegant. Xiao Zheng, an 11-year-old Jinhua girl, couldn't wait to change into a New Year's dress in the Chinese New Year's Eve, a pink and white Hanfu gauze skirt, and was reluctant to change it throughout the Spring Festival.
Walking in the streets and alleys during the Spring Festival, people can often see the "ancient beauty" with hairpins and smiles. The original niche hobby seems to have suddenly become a "national carnival".
In recent years, the trend of ancient style has grown rapidly, and I think it is a kind of return to the public aesthetic based on cultural self-confidence. Chen Xiaojun, the owner of Ningbo ** shop and the founder of the Yusheng Yan ancient style hairpin brand, told reporters that her store sales increased by about 20% year-on-year during the Spring Festival this year, and a dragon horn hairpin was sold out many times before the Spring Festival.
After the Spring Festival, the consumer group of antique original jewelry will be further expanded, and more and more consumers will wear antique clothing into their daily life and work, and this market potential is worth paying attention to. Chen Xiaojun said.
Located in Xiaohezhi Street, the hairpin Hanfu shop yoga courtyard makeup hall is full almost every day during the Spring Festival holiday. "Now the orders have been scheduled for the Lantern Festival, and I am so busy every day that my feet don't touch the ground! The owner Huang Yimei told reporters, "Many girls and children go straight to our store when they get off the plane, and sometimes they have to shoot until three or four o'clock in the morning." ”
Also busy are Ke Yichen and Shen Mu, the heads of Yayuan Photography Studio. They originally opened a photography training institution, but they happened to meet the trend of hairpin photo and caught up with this shareholder trend. "The hairpin flower in this life is beautiful in the world, and the meaning of the hairpin is very beautiful. Ke Yichen believes that consumption related to beauty, especially Chinese beauty, will continue to be popular.
The public's attention to traditional Chinese culture continues to increase, Chinese aesthetics have begun to rise, and domestic makeup has also attracted much attention. The Chinese New Year of the Dragon limited gift box of the domestic brand Caitang has a design with a sense of Chinese aesthetics and atmosphere, and has been sought after by consumers as soon as it was launched.
At present, European, American, Japanese and Korean makeup brands do not fully understand the makeup demands of Chinese women at this stage, and domestic makeup products can be better combined with Chinese facial features. The brand's founder, Tang Yi, is a veteran makeup artist in the industry, and he believes that the more personalized Chinese makeup market will enter a new stage of "a hundred schools of thought".
The sense of ritual ignites the trendy toy market
In addition to the appearance economy, some dragon element national tide dolls that can be seen and played also continue to sell well, becoming an emotional expression of the New Year's ritual. Among them, the leading boss hanging puppet of the brand "Ask the Boy" from Zhejiang and the Aoyu dragon lantern of "Wang's hand-created" have become the New Year's items for young people.
On the road of Guochao's original handicraft, ** Qing, the manager of "Wang's Hand Creation", has insisted on it for 11 years. Most of her designs are brightly colored, rich in intangible cultural heritage skills and traditional aesthetic elements. "In 2023, our store sales are at an all-time high. Many first-line celebrities, Internet celebrities, and even some internationally renowned brands took the initiative to come to the door, hoping to take photos with our lanterns, accessories, dolls and other products. *Qing told reporters, "This brought great surprise and encouragement to our team, and my friends sighed that 'it is finally our turn to be rich and rich'." ”
The new national tide is higher and higher, and how to connect this wave of traffic has become a question for many national tide brands.
The person in charge of the brand found that a distinctive feature of trendy toy consumers is that their spiritual consumption demand is very strong, and they will take the initiative to participate in brand co-creation. "For example, at the beginning of last year, we received a lot of messages urging us to design dolls for the Year of the Dragon, and we made many helpful suggestions. When we launched the 'Dragon Head Boss' series, this fusion style with both the majesty of the oriental dragon and the joy of modern people hit the hearts of young consumers. ”
As one of the first batch of "China Time-honored Brand" brands of the Ministry of Commerce of the People's Republic of China, Zhufu Copper Art has experienced many national hot flashes, but this time it seems to be a little different. The relevant person in charge of Zhufu copper art told reporters that this wave of national tide consumption power completely broke their previous prediction of sluggish consumption, and the copper art Dragon Year gift box that was intended to be sold during the Spring Festival holiday was sold short on January 30.
It is foreseeable that as consumers' sense of identity and pride in traditional culture continues to increase, the 'flower era' of the national tide is coming in an all-round way. The person in charge told reporters that they had just finished an emergency meeting, not only immediately adjusted the plan for the new year, strengthened R&D and production, but also gradually learned how to "co-create" with more consumers in this wave of traffic and seize the opportunity.
Health fever has led to the change of domestic products
New Chinese health care refers to the health care method that integrates modern people's living habits on the basis of traditional Chinese health preservation.
Since the transition of epidemic prevention and control, consumers' health awareness has awakened rapidly. The fast-paced and high-pressure urban life has greatly increased the health care needs of the post-90s and post-00s. In this context, Bazhen cake, Ejiao cake, lotus root powder, self-heating stewed soup ginseng and other convenient health care New Year's goods are popular, and a domestic product reform with the core concept of new Chinese health care has begun.
During the Spring Festival holiday, our 'Bazhen' series of food products sold particularly well, such as the 'Bird's Nest Bazhen Porridge', which has the highest unit price, sold 50,000 boxes. Sales of Bazhen cake and Bazhen flour also hit a record high. Zhu Lin, the inheritor of Zhejiang time-honored enterprise 10,000 yuan, believes that this is due to the fact that the "Bazhen" products are consistent with the concept of "medicine and food homology" traditional Chinese medicine health care that has been widely accepted by consumers in recent years.
The reason why the new Chinese wellness is popular among young people is that it is highly adaptable to the modern fast-paced lifestyle. For example, the Bazhen porridge of 10,000 yuan and is integrated into the technology of Zhejiang University of Traditional Chinese Medicine, which can realize that consumers can eat it when they open the lid; SWS has cooperated with the team of the Chinese Academy of Agricultural Sciences to develop a one-time fresh nut lotus root powder that can be brewed directly with hot water at one time or even eaten raw without cold water pre-washing, which greatly improves the product experience of lotus root powder.
Stepping on the wave of new Chinese health preservation, the endangered time-honored brand has also been reborn. Xiaoredim pear paste candy, which was born and raised in Hangzhou, once suffered serious losses, stopped production and closed its doors, but it will achieve a growth of about 300% after the brand upgrade in 2023.
After years of precipitation, most of the time-honored brands use healthy and healthy natural ingredients, with exclusive formulas and processes, which has become an excellent market entry point in the context of modern people's pursuit of health preservation and the rise of the national tide. Zheng Lei, the person in charge of the brand, revealed that they not only continuously improved the young vitality and influence of the products through online channel laying, brand cooperation and co-branding, and jointly built a tourism factory integrating agriculture, culture and tourism, but also adjusted the product line on the basis of the overall upgrade of brand design, and derived more pear-related products from the original single pear paste candy, such as pear paste lollipop, whole original pear, white fungus pear porridge, etc.
Domestic food with distinctive local characteristics is also opening up the national market in the transformation, Quzhou Shan Steaming Workshop, Jinhua Buddha's Hand, Jinzi Ham, and Taizhou Songmen White Fish have struck while the iron is hot, and constantly develops products that meet the health needs of modern people.
For example, Jinzi Ham has not only launched a series of prefabricated dishes featuring ham, but also launched small packaging products such as ham shredded snacks and canned ham meat, and has cooperated with major supermarkets and chain restaurants. Huang Teyue, vice president of Jinzi Ham Company, told reporters that in January this year, their sales increased sharply year-on-year.
Looking through the New Year goods market, we can see that consumers and domestic brands continue to rush in both directions, witnessing the red picture of the beginning of the year in which Chinese humanities and economy are intertwined.
*Please indicate the source".