"National tide" fever has become a new bright spot in the recovery of consumption.

　In recent years, can integrate traditional culture with the current trend of the "national tide" wind in all walks of life more and more fierce, the food industry is all kinds of "national tide" "new national goods" classics emerge endlessly, become young people "taste and culture" of the new favorite. During this year's National Day, all over the country to take advantage of the "national tide" to create a variety of food and beverage and retail promotions, become a new bright spot in the consumer recovery.Everying the traditional
IP development let people "eat out the culture
"11" period, with the tourism boom in the "northwest wind", Shaanxi Dunhuang 15 yuan a Mogao Cave special ice cream has become the hottest photo props, a day can sell more than 1000. "It's culture, not ice cream." Tourists at the scene laughed. This ice cream shape has nine floors, crescent spring, Mogao Cave, many tourists said that although the price is slightly more expensive, but better in the shape.
is the fire of the special ice cream at Mogao Grotto? In a simple phrase, "it's about culture." After the implementation of the "Belt and Road" initiative, Xi'an, Lanzhou, Urumqi, these northwest cities once again into the national strategic vision, Dunhuang Wen-Ting has become another hot spot after the Forbidden City. In 2017, the palace's turnover reached 1.5 billion yuan. This year, Dunhuang Research Institute's annual sales of creative products reached 17.083 million yuan. Through brand licensing, Dunhuang Research Institute has with Xiaomi mobile phones, the United States air conditioning, Yu Mufang, Tencent and other cross-border cooperation, Dunhuang creative industry was activated, the rise of new national goods become the main driving force. In 2019, good products shop and Dunhuang Research Institute signed a three-year Dunhuang IP use rights, invited the packaging design industry big Curry Pan tiger knife, the 2019 Mid-Autumn mooncake packaging design implanted in Dunhuang elements.
The National Tide Research Report, published by Tsinghua University's Institute of Cultural and Creative Development, points out that the tide generally refers to a consumption concept in a broad sense, that is, the popularity of chinese goods groups and products with Chinese characteristics. This year, Panhu team for the good shop design of a Dunhuang IP creative mooncake, one of the music box shape, the lid twists can play music, the box on the Dunhuang sky with the music swinging dance, "seduce" consumers to eat mooncakes when taking pictures to share. In addition, Dunhuang murals and Dunhuang relics have a large number of medical meals, food and health records, as well as diet, snack production scenes. This good shop research and development of mid-autumn fresh fruit moon cakes, in the selection of fruit for filling, once selected Dunhuang local speciality Li Guang apricots. Li Guang apricot is the king of Dunhuang's fruit, is said to have been introduced by Flying General Li Guang from Xinjiang, developed by Li Guang apricots apricot water, is only to Dunhuang can drink delicious drinks. Although in mass production due to the lack of industrial processing capacity, fresh fruit picking can not be cleaned, sterilized, fresh, 3-7 days will go bad, can only give up, but such an attempt, but also to the traditional culture IP development of the brand pointed out a way.patriotic love home
food consumption led to folk heritage
"Chinese pay attention to birthday to eat a bowl of 'longevity noodles', meaning long life. Today is the birthday of the motherland, we eat bowls of the motherland's longevity noodles, bless the motherland prosperity. "National Day this day, the family lives in Shaanxi Xianxin District, Yandong New City, Yang Shide family came to Kunming Pool Seven Night Park scenic spot early in the morning, in the noodle restaurant and other tourists and friends to eat "National Day noodles." During the National Day, a number of noodle shops around the park hung "with the National Day noodles to wish the motherland good" banner, shops prepared a variety of Shaanxi specialty pasta, with rich tomatoes and oily spicy, "normally we often eat noodles, but today eat noodles feel very different." Yang Shide said.
October 3rd, a "National Day Noodle" cultural event was held in the big stone village of Beidu Street in the new city of Xincheng, Xi'an New District. This side is the noodle master scene, cutting, dialing, pressing, shoving, pulling, each show the gods, there is everyone gathered together to taste pasta, while watching all kinds of wonderful literary and artistic performances, the atmosphere is very warm. Zhang Yihui, 68, said that the face is his son, daughter-in-law dedicated, this is the filial piety of the younger generation, on behalf of a family reunion, but also to the country's good wishes.
2020 China Consumer Brand Development Report released by the Ali Institute on October 6th showed that in the first Mid-Autumn Festival after the outbreak, people had a deeper understanding of the concept of "home". The rise in consumption as a unit of "home" not only means a change in the way people and their families get along, but also makes this year's "11" consumption trend full of affection.cross-border cooperation
"old net red" embrace "new country tide
on the evening of September 29, Beijing consumption season "national tide Beijing Pin Month" officially launched. In October, the Beijing consumption season will be around the National Day, Mid-Autumn Festival, Zhongyang Festival and other nodes, to "national tide, national goods, national style, national rhyme" as the main line, held the Beijing Premiere Festival, Beijing Bar Culture Festival, Beijing Food and Culture Festival, fashion night Beijing, the old name cloud exploration shop, tour the Beijing suburbs and other more than 100 commercial and cultural tourism activities. Consumers can visit the Six Must Live Museum, the six must-live 100-year-old shop, sauce cultural experience center, watch the six must live legendary shadow drama, to the Beijing Tea Museum (Jinghua tea) to experience different tea brewing, learn tea art knowledge, to the Blossom Bee Cultural Experience Hall to experience the VR bee honey process, hand-made beeswax products, knowledge of bee knowledge and culture. Huifengtang restaurant, old Xi'an restaurant and other old enterprises carried out "cloud shop" activities.during the
Golden Week, by the Beijing Municipal Bureau of Commerce, Dongcheng Municipal People's Government co-sponsored the "Beijing Consumer Season First Festival" second stop of the event, the major brands with new products focused on display, so that consumers experience a one-stop "good things", taste the new fashion of the national tide. At the same time, the cross-border market of "Old And New Beijing Fan" was unveiled on Beijing's Front Gate Street. The market gathers cheap square, Duan, Tianxing residential, Quanjude, Fengzeyuan and other old beijing characters, as well as the Palace Palace palace culture, drama school, debut Tianyuan, Tian street ice and other new creations.
1st, the national tide market with the theme of "Dreaming Back to the Tang Tide" was held in Fuzhou, Fujian Province. Activities integrate beauty, games, experience, folklore, non-relict, creative and other content assembly, so that the market merchants go out, expand business, pull the recovery of consumption. This activity is full of cultural heritage of the national tide market gathered non-relict culture, folk art, creative life, such as more than 30 creative and tide-playing merchants, become the "double festival" period fuzhou large-scale ancient style creative market. Event organizers said that in the face of the normality of epidemic prevention and control, in order to stimulate economic recovery and promote consumption, will carry out more innovative, interesting, fashionable activities, in the premise of doing a good job of prevention and control measures, to promote the orderly development of economic activities in the business circle. During the National Day, Zhejiang Hangzhou, "10,000 non-relict Yuyun national tide" series of activities attracted many national tide enthusiasts to come to play, activities include "non-relict national tide market" "non-relict classroom" and so on. Yuhang paper umbrella production skills, three village powder production skills, honey production skills, with Fuyong liquor brewing skills, traditional tea production skills, mountain tea art and other outstanding non-relict projects to carry out a 9-day exhibition and sales. In Chengdu, co-organized by Chengdu Cultural Travel Group, "Chengdu slow food light" as the theme of the city's national tide boiling night, so that this National Day Mid-Autumn holiday night is both poetic and romantic, but also very national tide model.
went to the "Big White Rabbit Store" to sweep goods, in Joe's gate to enjoy the traditional muffin with coffee, tired to go to the old Shanghai restaurant to eat a authentic Shanghai food. After the meal, it is when the Chinese lanterns first, boarded the high platform, looking for the best place, to Tianyu building as the background, take a few pictures of beautiful Han clothing ... ... Facing the 400-year-old "old net red" Yuyuan, Wang Luqi, a young consumer traveling in Shanghai, showed off his "travel strategy". "Yuyuan Department Store" is located in the building Tianyu Building, is Shanghai's tallest imitation Ming and Qing-style buildings, 6 floors above ground, 1 floor underground. On the first day of the Golden Week holiday, Tianyu House was re-installed. Antique buildings, is the "national tide" brand gathering place: "Big White Rabbit Store" not only has up to ten flavors of big white rabbit milk sugar, as well as mugs, pillows, canvas bags and other surrounding areas; "Old Net Red" embraces the "new wave", a move popular with tourists. According to statistics, on October 2, yuyuan's highest instantaneous passenger traffic reached 195,000, basically the same as the same period last year.
Ministry of Commerce statistics, 2020 "11" Golden Week period, all over the country in the premise of good epidemic prevention and control, actively organize and carry out a variety of consumer activities, consumer demand to accelerate the release, market popularity continues to climb, the domestic cycle of vitality is strong. According to the 2020 China Consumer Brand Development Report, the market share of online Chinese brands reached 72% in 2019, with the top three chinese brand market sizes in the pharmaceutical health, beauty and beauty care, and food industry online Chinese brands growing year-on-year. And in China's brands, especially the tide of consumers, more than 90% are female consumers, more than half are "post-95", 60% from third-tier and above cities, showing the "younger, more big cities, more women" trend. After the outbreak, the importance of consumption in boosting the economy has become increasingly apparent. Businesses that suffered losses in the first half of the year were also more eager to seize the holiday economy. Consumption, for the current China, is hope, but also confidence. The holiday economy, as a measure of economic recovery and an important catalyst for boosting domestic demand, is keeping China's economy alive.
.