Visitors queue up to buy a refrigerator sticker of Empress Xiaoduan’s phoenix crown at the National Museum of China on December 3, 2024 in Beijing. Photo credit Visual China
Written by Yue Jiachen Edited by Wen Shijun From Prism Tencent Xiaoman Studio
Written by Jiachen Yue Edited by Shijun Wen
Prism Tencent Xiaoman Studio
As 2024 draws to a close, consumption is undoubtedly the keyword of the year.
Looking back on the year, one consumer trend deserves attention The literature boom has made refrigerator stickers a favorite, and the grain economy another dark horse in the new consumer sector.
Valley economy fire, also let a lot of new consumer areas related to the listed companies red. Financial data show that tide play leading bubble Mart 2022 2023 2024 first half of the adjusted net profit year-on-year change of 43 108 90, respectively, the company’s stock price since the low point in February so far, has also been turned over 4 times, the market value of the station on the 100 billion.
China’s secondary yuan industrial chain includes three parts: content production content dissemination and peripheral derivatives. This secondary yuan industrial chain can be directly leveled to the cultural and creative industry. And the cultural and creative industry circle burst fire valley, undoubtedly refrigerator stickers.
Recently, more and more cultural and blogging enthusiasts are keen to collect museum refrigerator stickers and move the cultural relics home. Even a variety of beautifully crafted cultural relics refrigerator stickers listed, once out of stock.
A stick hard to find, behind is a big business.
Second-hand market sold to 180 yuan
Every morning when the museum opens, the National Museum will always be a long line at the door. In addition to seeing the exhibition, many people came for a small Feng Guan refrigerator stickers.
The full name of the Ming Xiaoduan Empress nine dragons and nine phoenix crowns of the refrigerator stickers, wooden models priced at 46 yuan metal models up to 78 yuan, limited to 1,000 and 2,000 pieces per day, each person can buy a maximum of two pieces. Even so, they are often sold out within an hour of opening.
In July 2024, the Phoenix Crown refrigerator stickers were launched and became a phenomenal hit. The first 3,000 wooden phoenix crown refrigerator stickers were sold out in a day and a half, and more than 175,000 were sold in four months. And the AR metal phoenix crown refrigerator stickers released in September , 2,300 pieces were sold in 2 hours on the opening day, and more than 35 5,000 pieces were sold in the two months since the launch.
According to Beijing Daily reported that, as of the end of November, the wooden and metal models of the phoenix crown refrigerator stickers total sales of more than 530,000 pieces, becoming the National Museum of nearly 20 years deserved the top seller. Moreover, this figure is not the upper limit of market demand, but because of the limitations of production capacity.
On December 3, Culture China Walk into the National Museum of China, the director of the National Museum of China, Gao Zheng, revealed that in 2024, the proportion of young visitors under the age of 35 years old to visit the museum will reach 62.09%. As of November 27, the sales revenue of cultural and creative products of the National Museum of China has increased by 106 compared with 2023 .
Not far away from the Beijing Museum of Ancient Architecture, also a sticker hard to find. Tiangong Algae Well Refrigerator Stickers, modeled after the Tiangong Algae Well in the Hall of Wanshan Zhengjue, a cultural relic, became a hit on the Internet as soon as they hit the market.
In the museum, on-site queuing to buy tickets for the queue up to 100 meters long, online booking is a hard to find. In the Beijing Ancient Architecture Museum small program, in addition to the ticket menu, there is even a refrigerator sticker reservation number.
The reservation number every day at 10:00 a.m. open three days after the number of sources, almost seconds. Reservationists said that they have repeatedly 10:01 to open the above reservation number, after opening, nearly three days are shown to be unavailable.
And in the Temple of Heaven Park, the Hall of Prayer in front of the cultural and creative store, consumers are also endless. The store has nearly 50 models of refrigerator stickers for sale, the unit price of 59 yuan or 79 yuan.
Zhang Qi was one of those who snapped up the refrigerator stickers. She usually lives in Suzhou, according to her, buy refrigerator stickers is her trip to Beijing to visit the important card project. From the Temple of Heaven, the Forbidden City, to the National Museum, Nanluoguxiang, a variety of refrigerator stickers were in her pocket.
As a collector, she was passionate about collecting maps during her first few years of traveling. Later, she started to collect stamps and find postmarks from different post offices as souvenirs of her travels.
In 2024, she switched to collecting refrigerator stickers. Today, an entire refrigerator has been covered with all kinds of fridge stickers.
In addition to Beijing’s two most difficult to grab refrigerator stickers, there are many museums around the country, cultural and creative products have become out of stock regulars, such as the Nanjing Museum’s hibiscus stone small powder stove Shaanxi Museum of History’s painted geese and fish bronze lamps.
Refrigerator stickers as a representative of this wave of cultural and creative fever, won the splash of traffic.
Shaanxi Museum of History, for example, the total annual sales growth rate is expected to be 234, while the compound annual growth rate of the Palace’s cultural and creative income is 20 1.
As more and more refrigerator stickers come out of the circle, the supply exceeds the demand so that they are also popular on second-hand platforms, and some of them are also sold at high prices. The price of the above wooden and metal phoenix crown refrigerator stickers totaled 124 yuan, but in a second-hand platform, this refrigerator sticker transfer price even reached 160 yuan to 180 yuan.
Harry Potter wands feed 3.2 million Britons
From refrigerator stickers, to plush toys, to the grain economy, these small cultural and creative products why the big explosion?
If you search on TENAA with the keyword “cultural creation”, there are more than 380,000 cultural creation-related enterprises nationwide as of now.
According to Wisdom Research Consulting, the market size of China’s cultural and creative industry in 2023 will be 88.053 billion yuan, up 6 9 year-on-year. According to CCTV Finance, in 2023, the turnover of cultural and creative products of museums in Beijing exceeded 200 million yuan.
According to official data from the National Bureau of Statistics, in the first three quarters of 2024, enterprises of culture and related industries above designated size nationwide realized operating revenues of nearly 10 trillion yuan, an increase of 555.9 billion yuan over the same period of the previous year, an increase of 5 9 . Among them, the cultural service industry realized an operating income of 530.77 billion yuan, an increase of 7 6 over the same period of the previous year, a growth rate faster than that of all cultural enterprises above designated size by 1 7 percentage points.
As a matter of fact, the model of raising museums with cultural creations has been developed for many years in foreign countries.
Since the end of 2000, the British National Museum and Art Gallery has realized free opening, and the financial support from the government only accounts for 30% of its total income, while the sale of souvenirs and cultural creations has become one of the main sources of income.
Harry Potter’s wand, feeds 3.2 million Britons , had been commented on the UK’s cultural and creative industry, in 2018, the number of people employed in the UK’s cultural and creative industry grew to about 3.2 million.In 2016, cultural and creative registered enterprises across the UK reached 28,440,000, with an average of 1 in every 8 enterprises doing cultural and creative, of which there are also 18 Involved in international trade.
The explosion of domestic museum cultural and creative, initially also borrowed from the successful international experience.
Liao Fei, deputy director of the operation and development department of the National Museum, said that in the earliest days, cultural creators made imitations of cultural relics, and then learned the design concepts of foreign museums and slowly improved the quality of cultural creativity, and each product has gone through three seminars at least, and five or six times at most, and now the domestic museums’ cultural creativity has taken the forefront of the international arena in terms of both types and quantity.
Liao Fei analysis, refrigerator stickers small size and light weight, easy to carry, and refrigerator stickers are more and more exquisite, the appearance of the proximity of the artifacts more and more high, and the past with the mold molding of homogenization of the refrigerator stickers are different.
The fire of refrigerator stickers has also been noticed by the China Consumers Association. China Consumers Association report pointed out that in 2024 emotional release into an important factor affecting the decision-making of the younger generation of consumers, is expected to become a new consumption hotspot. Plush cultural and creative trend in the eleventh holiday around the diffuse, cultural and tourism organizations to launch special plush toys, inspired by the cultural and tourism boom.
However, refrigerator stickers, in the end, what is the use?
This is a highly-liked comment on Little Red Book. On this social platform, a post to collect refrigerator stickers, the likes of the collection can easily be thousands. When searching for the keyword refrigerator stickers on Xiaohongshu, there are more than 2 million related notes.
In addition to the exquisite design, the refrigerator stickers also have a variety of functions, some can be used as a bottle opener, some can be used as a night light, adding atmosphere to life.
According to Zhu Rui, a researcher at the East China Sea Fund, the rise of refrigerator stickers is essentially a kind of self-consumption, similar to the lipstick effect.
McKinsey’s 2024 China Consumer Trends Survey shows that 64% of consumers value spiritual consumption more, and younger consumers place a higher value on spiritual consumption.
It can provide emotional resonance and emotional value, as well as satisfy consumers’ pursuit of personalization and deep cultural experience. Bu Xiting, an associate researcher at the School of Culture Industry Management of Communication University of China, said that in recent years, many cultural and creative products have tapped into the deep Chinese cultural heritage and blended uniqueness, artistry and practicality, which is especially attractive to young consumers.
The production cost is only 1.4 yuan.
It is not only refrigerator stickers that can please you, but also various kinds of cereals.
Grain, which is the harmonic of goods in English, refers to peripheral goods themed on pop culture elements such as anime, games and idols. This secret code, which was once understood only by the 00s of Generation Z, has become a big hit, reflecting the fact that the younger generation is more willing to pay for emotional value.
Recently, a piece of the bar kei badge, secondary vocabulary, English Badge of the Chinese translation of the price of tens of thousands of news frequently on the hot search. Among them, the Miha tour original God IP’s bar ki in the e-commerce platform flagship store sales of more than 300,000 pieces Second-hand trading platform, two anime volleyball teenager IP’s acrylic bricks sold at auction for 83,000 yuan!
People who do not understand the secondary yuan culture and tide play industry may find it difficult to understand that a badge made of iron can be sold for tens of thousands of dollars. In this regard, a tide play practitioners said It can be seen that the card bar ki these tide play items, fundamentally IP business, the cost of construction may only need a few cents, but attached to the value of the IP, the selling price will show an exponential increase.
Valley consumption continues to generate hot debate. Jittery data show that the topic eat valley in the jittery voice play volume of more than 56 8 billion times, eat valley daily more than 1.8 billion times.
In Shanghai, there are more than 200 densely packed valley stores in the shopping district centered on People’s Square alone. According to 36 Krypton statistics, as of November 2024, there are at least 220 Eat Valley places in Beijing, about 300 in Guangzhou Shenzhen combined, and Chengdu, Chongqing, Wuhan, Zhengzhou and other cities also have about 170 140 120 100 Valley stores respectively.
From the current point of view, the valley economy has formed a complete industrial chain. A research report by Cinda Securities mentioned that the upstream of the valley economy industry chain, including IP resources, IP development and operation of raw materials, which is the starting point of the whole industry chain The midstream involves the valley design and production, this link will be converted into physical IP goods, such as hand puppet badge clothing, etc., the representative enterprises include bubble Mart The downstream is the sales channel, including online and offline channels, the terminal for consumers.
According to this research report analyzes, in the industry chain value split, to the card tour company products, for example, assuming that the terminal retail price of 10 yuan, card tour supply price of 5 5 fold of the retail price, then the card tour revenue of 5 5 yuan, agents and channel total gross profit of 4 5 yuan. In addition, according to the data of Card Tour 2022, the upstream IP licensee obtains 0 28 yuan license fee, the production cost of a single card is about 1 44 yuan, and the gross profit margin of Card Tour 2022 is about 68 8 .
Valley economy also brought fire to a group of listed companies.
The leading enterprise Bubble Mart 2024 first half operating income was 4.558 billion yuan, up 62 percent year-on-year, and net profit was 964 million yuan, up 102 percent year-on-year.
In contrast, Altman’s parent company Round Valley Field Holdings first-half net income of 45.76 billion yen, equivalent to 2.195 billion yuan, up 31 7, with a net profit of 2.82 billion yen, equivalent to 135 million yuan, down 31 5 year-on-year. According to this calculation, Bubble Mart has outperformed Round Valley.
In addition, Valley concept stocks with growth potential include Bruco, which will soon be listed on the Hong Kong Stock Exchange. It is a toy maker that made its fortune selling building blocks, and on December 6, 2024, the International Cooperation Department of the China Securities Regulatory Commission (CSRC) issued a filing notification on the listing of Bruco’s overseas offering. According to the prospectus, the company had a GMV of 1.8 billion yuan last year and revenues of 3.3 billion yuan 2.26 billion yuan 8.77 billion yuan in the past three years.
In 2024, Bruco conducted a round of equity transfer at a transaction price of $32 27 per share, according to which Bruco was valued at $7.2 billion.
According to Xinhua News Agency, the economy of Bruker will show continuous growth in the coming years, and the overall market size is expected to exceed 300 billion yuan in 2029, according to Xinhua News Agency.
And with the boom of the cereal economy, the ability to better tap the IP value will be the key to the future competition of enterprises.
The copyright of this article belongs to Tencent News, if you need to reproduce, please leave a message at the end of the article, and can only be reproduced with permission.
Issue 1355
Operation Typesetting Wenwen
Click on the original article to view exclusive articles related to Tencent News Client!
Are you looking at me?
Leave a Reply