(Chinese New Year Goes to the Grassroots) Merchants Nugget "Zodiac Economy" Rabbit Elements Become Popular IP
Chinanews.com, Jinan, January 6th, title: Merchants Nuggets "Zodiac Economy" Rabbit Elements Become a Popular IP
Reporter Zhao Xiao
The Chinese New Year of the Rabbit is approaching, and the Chinese New Year consumer market is ushering in a golden time of booming supply and sales, and sales of products related to the zodiac rabbit are booming.
Dazhanhong "Rabbit", the former "Rabbit" is like a brocade, and the "Rabbit" is working hard... Merchants are cleverly gaining popularity in IP design and digging into the "Zodiac Economy".
The reporter saw in a large shopping center in Jinan on the 6th that the rabbit shape, clothing accessories printed with cartoon rabbit patterns, doll toys, etc. were placed in conspicuous positions by merchants to attract citizens to buy.
Some national trendy sports brands take the zodiac rabbit as the design theme, and combine it with auspicious elements such as ingots, Ruyi, and koi to entrust people with a better vision for the new year.
In gold jewelry stores, all kinds of new zodiac accessories for the Year of the Rabbit sparked a sales boom.
"Many people like to add gold in the new year to make a good fortune. There are also customers who buy gifts for the year of birth for the family members who belong to the rabbit." A salesperson of a jewelry chain store told reporters that in order to welcome the Spring Festival sales season, the store launched a new series Bracelets and pendants with the theme of the zodiac rabbit, among which the image of Tuzki is very popular among customers, and some styles need to be ordered in advance.
The "rabbit economy" is not only popular offline, but also "blossoms" online.
The reporter browsed the e-commerce platform and saw that rabbit lanterns, sets of lucky couplets for the Year of the Rabbit, themed calendars and other festive decorations and daily decorations are quite individual and full of creativity. and other diverse needs.
The picture shows citizens of Jinan posting blessings for the Year of the Rabbit at home.
Photo by Zhao Xiao
According to an e-commerce platform’s disclosure of consumption trends for New Year’s goods, the sales of rabbit food and rabbit toilets have increased significantly, and the status of pet rabbits in their own “natal year” has risen; consumers’ searches for New Year’s festive clothes have increased by 33 times year-on-year.
The supply of Chinese New Year greetings exceeds demand, and the search for cute rabbit sweaters has increased by 28 times.
"I recently sold 20 or 30 sets of New Year's greetings clothes for the Year of the Rabbit through social platforms." "Post-90s" Hanfu makeup artist Shu Qiuhong opened a Hanfu shop in Jinan. Thick winter Hanfu, with rabbits as the main element and patterns of persimmons and flowers.
"Most of them are bought by mothers for their children, and some young girls buy them for themselves. They are very beautiful when taking pictures and shopping."
In addition, many cultural venues and related companies are "grabbing the beach" in the cultural and creative market for the Year of the Rabbit, such as the Palace Museum, Dunhuang Museum and other well-known museums, combining "rabbit elements" to launch a batch of "cultural and creative new year goods" with a strong cultural atmosphere.
In Zibo, Shandong, the "Millennium Porcelain Capital", ceramic companies have designed and created more than a hundred kinds of ceramic products for celebrating the New Year of the Rabbit, integrating zodiac symbols with Chinese porcelain culture.
The picture shows the 2023 calendar of the "Jade Rabbit in Prosperity" exhibited at the Zodiac Design Exhibition in Chinese Universities.
Photo by Zhang Peiyuan
According to He Yan, a master of Chinese ceramic art and director of design and art of Zibo Huaguang Guoci Technology and Culture Co., Ltd., this year Huaguang Guoci designed and launched more than 20 kinds of zodiac gifts such as "Ruitu Spring Bowl" and "Cute Rabbit Greeting the New Year". The shape of the "Ruitu Spring Bowl" is improved on the basis of the classic "Zhengde Bowl" of the Ming Dynasty, with Chinese red as the background color, and the decoration design incorporates Chinese paper-cutting art, implying a bowl for a year and reunion every year.
"A series of new Lunar New Year products have been launched through multiple channels, passing on the strong flavor of the Chinese New Year to every consumer."
According to Zhang Peiyuan, deputy dean of the School of Visual Communication Design of Shandong Academy of Arts and Crafts, the twelve zodiac signs are not just simple animal images, but also cultural symbols that accompany every Chinese, providing contemporary designers with a steady stream of creative inspiration.
The development of zodiac cultural and creative products is not only a kind of inheritance of traditional culture, but also can make the public have a new understanding of zodiac culture through creative design.
"Each zodiac sign represents the beginning of a new year, implying the renewal of Vientiane. Zodiac-themed products have won the favor of consumers because of their good luck."
Talking about how to better integrate the zodiac culture with the physical carrier, Zhang Peiyuan said that excellent cultural and creative products must have texture, warmth, fun, stories, good-looking, easy-to-use and connotation.
Only cultural and creative products with people-oriented, high-quality, and profound connotations can better transform the cultural resources of the zodiac into products and capture the hearts of consumers.
Zhang Peiyuan suggested that designers should display and "reshape" the twelve zodiac signs with a new perspective and a visual form that people are willing to accept, not simply copy and paste, but individualized interpretation and interpretation of cultural elements to make them adapt to contemporary The needs and preferences of consumers are close to the consumption outlook and values of young people, while combining traditional and trendy elements, making full use of new technologies such as AR, AI, and VR, and promoting them through various channels such as short video platforms, official accounts, and social software. Create exclusive IP.
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