Cats flock to Four Treasures of the Study after 90s. What is behind this phenomenon?

This phenomenon reflects young people's love for traditional culture, and traditional cultural brands have helped themselves out of the predicament through innovative ways.

According to the sales data of Tmall platform 202 1, the online transaction volume in Four Treasures of the Study has reached twice that of the stationery industry as a whole, and most of the consumers are young people, which shows that relatives loved and valued traditional culture in 2008, and also reflected the importance of innovative ideas.

1. Young people's love for traditional culture Under the guidance of variety shows of poetry and history, young people have a deeper understanding of traditional culture. They realized the beauty of the original meaning from the simple Book of Songs, the feelings of worrying about the country and the people from the poems of past dynasties, and the wisdom of the ancients from the ancient sayings. Traditional culture not only improves the aesthetic consciousness of modern people, but also becomes the ideological mentor of many young people.

As a result, many young people began to rely on their renewed love for traditional culture. They began to pick up Four Treasures of the Study, copied ancient poems on printed rice paper, and slowly calmed down. Some young people even give up their present jobs in order to inherit traditional culture, and it is precisely because of their participation that traditional cultural industries and brands glow with new vitality.

Second, traditional cultural brands have stepped out of the predicament through innovation. With the passage of time, people's aesthetic consciousness has also undergone tremendous changes. Although many products of time-honored cultural brands still adhere to their original intention in quality, they are too old-fashioned and rigid for young people in product style and publicity, lacking innovation, which makes the development of enterprises fall into a downturn.

In order to conform to the aesthetic concept of young people, many cultural products deliberately add many fashion elements in the design stage, such as cartoon characters popular with young people, fresh and elegant printing elements, and popular ethnic elements, which put on a fashionable coat for traditional culture. The integration of cultural products and fashion elements makes young people no longer boring when accepting traditional culture, but full of all kinds of fun.

In the past, the main sales channel of cultural products was physical stores. Buyers are mostly middle-aged and elderly people who love writing, and their sales channels and consumer groups are very limited. In order to increase sales and brand awareness, many time-honored cultural brands have expanded webcasting to new sales channels, which has also won the recognition and trust of many young people. In order to revive cultural brands with a long history, the Tmall platform has also provided a lot of help. The emergence of the Internet not only makes cultural brands generate income, but also enhances the influence of traditional culture, all of which benefit from the development and prosperity of science and technology.