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文创开始“毛绒化” 可爱经济“圈粉”年轻人


Many cities and museums in China are now offering their own creative cultural plush (毛绒) products. At the 13th Suzhou Creative and Design Cultural Industry Expo in Jiangsu Province, a museum plush toy market was introduced. It was the first of its kind and attracted many visitors who eagerly lined up to buy these special items. Liu Xiaoping from the Suzhou Museum said, “An hour before opening, people were already waiting in line for the ‘crab’ plush toys. They sold out in just 10 minutes.” The market displayed about 20,000 plush toys from 11 cultural and museum institutions. In three days, these toys, priced between 30 and 300 yuan each, made sales totaling 663,000 yuan.

Plush cultural products were sought after even before this recent trend. For example, a creative product inspired by a famous bronze sculpture at the Gansu Provincial Museum became an Internet sensation in June 2022. During the 2023 Spring Festival, the Suzhou Museum released a plush replica of the bronze sword of Fuchai, which went viral online. This product has sold nearly 60,000 units so far.
This year, plush toys have become more diverse. After the spicy hotpot dish Malatang from Tianshui, Gansu Province, became popular, the Gansu Provincial Museum created various plush toys based on it, which quickly became favorites. The museum’s pre-sales on Tmall attracted nearly 200,000 customers in a week, boosting sales by 343 percent. Plush toys are really helping the cultural and creative industry grow.  
On the other hand, many consumers say they find comfort and happiness from these cute and soft toys. “The cute faces and cozy feel never fail to brighten my day with a quick squeeze”, a consumer said. The growing popularity of these plush toys shows that consumers are looking for emotional satisfaction in their purchases. According to a report by the China Consumers Association, emotional well-being will play a bigger role in consumer decisions.
Xu Zhe, a staff member at the Suzhou Museum, says the key to keeping the momentum going for plush creative cultural products is to create engaging content and high-quality products. Furthermore, it is crucial to effectively use offline exhibitions, online interactions, and other promotional channels to engage target consumers.
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