Promote the deep integration of culture and consumption (micro-economy)
Accurately grasp consumer demand, continue to enrich market supply, and promote the deep integration of culture and consumption, which will produce more high-quality domestic “trendy products”
Some time ago, the author visited a busy souvenir shop. The shelves were full of traditional toys such as clay sculptures, shadow puppets, and fabric dolls, attracting many customers to buy. After chatting with the store clerk, I found out that this store develops and creates products based on retaining the old gameplay of traditional toys, and adapts a more fashionable concept to the consumer preferences of young people, which has received good market response.
Traditional toys are revitalized, traditional pastries have become "Internet celebrities", cultural relic calendars are entertaining and educational, and "new Chinese-style" clothing is favored... In recent years, domestic "trendy products" have gradually become new growth points in consumption, promoting the continued expansion of the consumption field. .
The popularity of domestic "trendy products" in the market stems from the combination of China's excellent traditional culture and modern market economy. At present, as material conditions continue to be consolidated and cultural confidence continues to improve, consumers' demand for high-quality cultural products and services continues to grow. The cultural and creative industries that use traditional cultural elements as an entry point are facing development opportunities. Relying on strong supply chain advantages and production supporting advantages, merchants continue to improve market response speed and flexibility, and use creative design to give products a prominent external image and rich cultural connotation, stimulating consumers' sense of identity. In the resonance of culture and emotion, "trendy" domestic products are welcomed, and the relationship between merchants and consumers has also transformed from a simple supply and demand relationship to a spiritual and cultural communication and interaction relationship.
Domestic brands stand out from the crowd, and innovation is the source of power. At present, domestic "trendy products" are in a stage of rapid development, and problems such as the homogeneity of some products and the emphasis on form over content by some merchants are gradually emerging. In order to transform from an "Internet celebrity" to a long-term celebrity, merchants must fully study the consumer market demand, further explore the cultural core behind the product, and generate new supply with new connotations. For example, horse-faced skirts have been selling like hotcakes in the past two years. In addition to trying their best to restore the characteristics of traditional clothing in details, some merchants also incorporate modern consumer habits into appropriate fashion elements to make the clothes look better and easier to wear, driving their brands to successfully "break out of the circle." ; In terms of sales channels, many time-honored brands have tried to develop online channels, innovate marketing methods, and promote the excellent traditional Chinese culture. While achieving their own brand excellence, they have further expanded their consumer groups.
China’s excellent traditional culture is an inexhaustible cultural treasure. Our country has a very large market, which provides a broad stage for the innovative development of domestic “trendy products”. Accurately grasping consumer demand, continuing to enrich market supply, and promoting the deep integration of culture and consumption will produce more high-quality domestic “trendy products” and better satisfy the people’s yearning for a better life.
Han Chunyao
(People's Daily)