Zodiac Economy: Targeting two-month preservation period

From cartoon toys everywhere, to dazzling collections of accessories, clothing, and stamps to the Lunar New Year, the atmosphere of the Lunar New Year is getting stronger and stronger. "Bunny" replaced the "Tiger" as the protagonist of the major business counters and shelves. As the zodiac culture increasingly penetrates into every corner of economic life, the zodiac economy has also become a new point of growth for the company.

New Year's market "rabbit" has become the protagonist and rabbit-related commodities first reflected in the New Year market. Some of the necessary New Year's goods for the Chinese New Year included more "rabbit elements." In addition to the festive red, there are white rabbits in the New Year's Market of the old station's small commodity wholesale market. The couplets, red envelopes, and calendars are printed with vivid rabbit images. "Using the Chinese zodiac to negotiate auspiciousness is a traditional Chinese consumption habit, so the new year containing the 'rabbit element' is more popular." The owner of a wholesale shop told reporters.

In addition, children are also the main consumers of the "rabbit economy." In some children's stores and children's toy stores in the backstreet of downtown Tumen, the reporter saw that "rabbit elements" were also incorporated into the product design. Children's plush toys, hats, scarves, clothing, including walkers, swing cars and other goods are used in the image of a rabbit. "Each year's items containing 'Chinese zodiac elements' are usually added after Christmas and one or two months before the Spring Festival." Ms. Wang, who opened the children's clothing store, told reporters that during the period from Christmas to the Spring Festival, Zodiac products are often better than other products. It is also easier to sell and promote sales.

In some jewelry stores in the city, rabbits have become a selling point for businesses to attract customers. In a shopping mall jewelry counter in the city, the reporter saw a variety of rabbit shape gold, silver and jade ornaments have been placed in a striking position. "Now the golden rabbit pendant is very good for sale, and more than 10 times a day can be sold." A shopping guide told reporters that many consumers choose to buy Zodiac jewelry before the Spring Festival, used to give home to their loved ones or As a birthday gift for the baby born that year.

Joining the cultural product profit to mentioning the combination of the Lunar New Year culture and products brings not only an increase in sales volume but also an increase in the added value of products. “Not only do Chinese consumers pay more attention to local culture, but European and American customers are also full of interest in Chinese culture.” Guo Jianzhou, general manager of Dehua Wuzhou Ceramics, told reporters that Italian customers are very fond of printing Chinese characters and traditional patterns. Porcelain, the profit of such porcelain is about 10% higher than other products.

Lunar zodiac culture is an important part of Chinese traditional culture. With the Chinese New Year being recognized by all countries in the world, zodiac products have gradually become a feature product of Quanzhou export enterprises in exploring the international market. "The Chinese zodiac signs have no fixed image. Enterprises use the 12 Zodiacs to design different images according to the characteristics of their products and the preferences of foreign customers. At the same time, they cooperate with Chinese New Year pictures, paper-cutting, ancient Chinese characters, etc., combining culture and products. It has become a way of product innovation and has also increased the added value and competitiveness of products," said Guo Jianzhou.

Recently, the new Moutai Zodiac wine with a price of more than 6000 yuan per bottle has once again undergone a new round of price hikes, with a strong price of 8,800 yuan per bottle. In addition to its own cultural value, the combination of the zodiac culture and wine packaging, together with the design of Mr. Huang Yongyu, has resulted in an appreciation, trade, and collectability. In fact, adding the Chinese zodiac elements to the products is not a patent of Chinese local businesses. Last year, Mercedes-Benz company specifically put their smart and smart models dressed in tiger jackets to meet the arrival of the Chinese Year of the Tiger.

Precise Marketing Avoids Seasonal Unsalable Sales However, products that have joined the Lunar New Year culture have increased their sales volume and profits, but they also have their own limitations. According to industry sources, consumer groups are generally limited to children. In addition, the feeling of giving birth to the zodiac products is often related to the New Year, so the sales cycle is generally from the end of Christmas to the eve of the Spring Festival, and so on after the Spring Festival is relatively difficult to sell.

"To avoid such seasonal sales, precision marketing is very important. First, it is necessary to choose the delivery time point. If it is too early to vote, it will be easily imitated by the opponent. If you vote too late, the market will saturate easily. Secondly, it is necessary to investigate the market demand. Do not over-produce," Guo Jianzhou told reporters. In general, companies design products one year in advance. For example, products related to “Dragon” have now been designed and put into production in June of this year, and the promotion plan has been formulated. It will be put on the market about two months before the Spring Festival next year. The annual production will generally be sold in the previous year. Based on the amount of increase of about 10%.

“In addition, companies can also extend the sales cycle of zodiac products through design. Take toys and children's clothing as an example. Because the nature of the child is 'new or old,' enterprises can inject 'elements of the zodiac' into the product while designing different ones.' Zodiac image ', or the development of 'Zodiac series', in order to extend the interests of children, to avoid seasonal sales of Zodiac products." Ding Chanyang, chairman of Cassie children's shoes said.