On April 4, Wang Yueyue, a tourist from Heilongjiang, took her 3-year-old daughter to Jimo Ancient City, Qingdao City, Shandong Province, to take "crossing stills". Take photos at different attractions and stalls on East and Ximenli Avenues, and the mother and daughter can't help but pay for traditional objects they like. "You see how cute this Qing Dynasty little grid clay sculpture is made, and her costumes are also very realistic, just buy it!" Wang Yueyue of the "post-6s" is a loyal national trend fan, especially fond of traditional Chinese elements of clothing and ornaments.

Jimo Ancient City covers an area of 43 hectares, with a total construction area of about 37,<> square meters, most of which are antique buildings. Walking into Jimo Ancient City, you will see the majestic green brick city wall, antique streets and alleys, thirteen archways, and ancient buildings of green brick Dewa, and you will have a sense of traveling through time and space; Wandering through the city's East and Ximenli Avenues, there are many scattered places such as the Palace of Learning, the Temple of Literature, and the archway, as well as boutique hotels, intangible cultural heritage handicrafts, national fashion and other formats.

In recent years, with the investment and operation of Jimo Ancient City, there are more and more national chaofeng shops, and a variety of goods and artworks are dazzling, attracting tourists to stop and watch. There are Huang's branded paintings using gourds as paper, iron as pens, and fire as ink; There is Katsura Hazelnut printed on steamed buns with "Meilan Zhuju" and "Asuka Swimming Fish" as the subjects...

"Although they are all local traditional handicrafts, some of them are very creative." Liu Longhui, a tourist from Jinan, picked up a pocket version of the birdcage and ordered a pair of birdcage-style modern lamps at the Daou birdcage store on the spot. "I bought a new house this year, I always want to do new Chinese style decoration, I also like Chinese style home and handicrafts, I heard that there are more categories here in Jimo Ancient City, so we took time to travel to Jimo while shopping."

In addition to a series of traditional handicrafts, the modern high-tech mascot "Mo Xiaoniu", which is refined and grafted from thousands of years of history and culture, has become one of the national trendy products sought after by consumers after the Spring Festival Gala of the Year of the Ox.

Qinghai girl Zhao Yufei has liked history and culture since she was a child, and has been looking for a job in her first year after graduating from college. She was deeply impressed by the image of "Mo Xiaoniu" on the TV screen who did not admit defeat and forged ahead, and after learning that its design was inspired by the story of Tian Dan Fire Bull Formation Breaking Yan that occurred in Jimo during the Warring States period, Zhao Yufei immediately had the idea of finding a job in Jimo. "The first thing I did when I came to Jimo Ancient City was to buy a sweatshirt with the 'ink calf' pattern, buy a few 'ink calf' dolls, and send a few folding fans to my family."

Today, Zhao Yufei is engaged in product image design, and she was inspired by "Mo Xiaoniu" to design some products with Chinese historical and cultural elements for the company, "I feel that the effect is not bad".

Also because of their love for national fashion clothing, they came out to start a business and work hard. In 2017, the "post-90s" little couple opened a floating half-day Hanfu experience hall in Jimo Ancient City, with her husband Hou Kejian in charge of operation and his wife Wang Xuelian in charge of beauty and dressing, and now the business run by the two is becoming more and more prosperous.

"We have more than 300 pieces of traditional clothing, and the makeup and hairstyle are designed according to the image of the consumer." Hou Kejian said that his wife is not a professional makeup artist and has never received professional training, so she chose to start a business because she loved Chinese clothing and turned this hobby into a career.

"We previously joined a group of Hanfu enthusiasts, where enthusiasts from all over the country shared their designs and ideas, and the WeChat group expanded several times due to the increase in staff." Hou Kejian said that in recent years, he has received mostly young consumers, and the number of people during the holidays is a bit busy.

"The overall design and planning of the ancient city, including the construction process of the buildings, is exquisite, creating a quaint atmosphere. Many tourists come to visit our store, they will have the urge to try Hanfu, and most of the time we can receive 70 or 80 consumers a day. Hou Kejian said.

At present, there are countless shops with national tide elements in Jimo Ancient City, involving clothing, catering, traditional handicrafts and other categories, and the Fusheng Half-day Hanfu Experience Hall is one of the best.

"In recent years, national trendy products have become more and more respected in daily consumption scenarios, which is also a new consumption trend created by the personalized consumption needs of Generation Z, and is a manifestation of China's cultural self-confidence." Hou Kejian is full of expectations for the development prospects of the store, and he hopes that through the joint efforts of husband and wife, more tourists can experience the charm of traditional clothing, fall in love with Jimo Ancient City, and fall in love with various national consumer goods with traditional Chinese cultural elements.

Source: Economic Daily Reporter Liu Cheng