Experience the "seven-year itch" in the cultural and creative calendar Market
2021-11-26
The new year is approaching, and all kinds of cultural and creative calendars are on the market. Different from the museum calendar represented by the Forbidden City in the past, this year's calendar market is more blooming, and cultural brands in different fields are exploring their own highlights. Some of them take their feelings and speak Beijing dialect every week to open a small day of Beijing accent; Some spell beauty, record time with paper carving buildings and perceive solar terms. Interestingly, since the cultural and creative calendar ushered in explosive growth before and after 2015, many people's consumption of the calendar has also begun to fall into the fatigue period of "seven-year itch". The cultural and creative calendar is no longer a simple binding of culture and date, but has evolved into a kind of life interest and artistic aesthetics. In the increasingly homogeneous market, how to stand out in many calendars undoubtedly puts forward higher requirements for brand innovation. Change in Museum calendar The Forbidden City calendar with the theme of the Chinese Zodiac began in 2011. Now it has gone through a 12-year cycle. The calendar of the Forbidden City in 2022 arrives as scheduled, but it gives people a refreshing feeling. The cover is no longer the red cloth on the palace wall inlaid with the four gold characters of "Forbidden City Calendar", but a jubilant tiger pattern, which is collected from the Forbidden City collection "Flying Tiger flag with cloud pattern embroidered with red yarn in the Qing Dynasty". "In previous years, they were all 'red bricks', and this year's is quite special in terms of specifications." Xiaowu is a cultural and creative lover of the museum, and the Forbidden City calendar almost never falls every year. More than a dozen copies are put together. In addition to different cover styles, the format of the 2022 version has also become larger. Opening the inner page, the new version has changed the display mode in the past. The pictures of cultural relics are increased and high-definition. It can even display cultural relics through 360 degree rotation through AR technology. The date page also leaves enough space for recording. After three years of spring and autumn, the national Expo calendar in 2022 has also changed a lot. In 12 months, the national Expo calendar skillfully includes 12 different categories of cultural relics in its design. Experts and curators write cultural relics descriptions, so that consumers can see the exhibition like "space apart". Sanxingdui calendar 2022, the first calendar officially authorized by Sanxingdui site museum, is also very popular. It is not a simple "catalogue of cultural relics", but a combination of cultural relics, patterns, archaeological diaries and calendars. "Small and beautiful" products survive through cracks "2021? Where's cool? Where's the cut! 2022, the ladies are coming!" Chang Xiaoliang's Beijing dialect desk calendar was prominently placed in the coder Bookstore located in Wangfujing hepingkuo Bureau. Every day a small illustration for DIY and a weekly sentence of Beijing dialect popular science are full of humor, which makes it look "skeleton strange" in many literary calendars. As a popular we media blogger and painter, Chang Xiaoliang has tried to introduce the most interesting language of Beijing to more netizens in the form of short videos since 2015. Chang Xiaoliang has been making Beijing dialect and Hutong Culture into cultural and creative products such as desk calendar for five years. At first, the desk calendar designed by Chang Xiaoliang was a more traditional monthly calendar. A scene painting every month outlined the childhood memory in the Hutong. In the past two years, he began to try to make a more novel weekly calendar. Hand operated mechanical calendars that make master paintings into leaves, hand torn calendars that record time with paper carved buildings, four seasons food calendars that correspond to seasonal delicacies with a daily dish, and "cat film calendars" with stray cats as the theme... All kinds of "small and beautiful" cultural and creative calendars emerge in endlessly. In the gap between the museum calendar and classic cultural brand calendars such as Zhihu calendar, reading calendar, film calendar and one-way calendar, small brands with small printing volume have squeezed out their own channels. Consumption ebb calls for ultimate experience In September 2020, an article entitled "we turn off the lights, and the species calendar for the last year is on sale today" was reprinted by many people. The species calendar launched by nutshell.com came to an end in 2021. At that time, some people in the industry believed that the farewell of species calendar meant that the cultural and creative calendar industry had entered a period of fatigue and needed to be changed urgently. In terms of nutshell, it has publicly said: "in the first year when nutshell launched the species calendar, the cultural and creative calendar was still a blue ocean. With the continuous entry of various companies, there began to be a scuffle in the cultural and creative calendar market." Lu Lu, 32, is an advertising practitioner. The calendar of species, which combines popular science knowledge with the calendar for the first time, is her initial memory of the cultural and creative calendar. "At that time, you had to grab it and buy it quickly." that year was 2015, which was also a year of explosive growth of the cultural and creative calendar. However, after years of precipitation, the cultural and creative calendar market has gradually matured. Neither the old museum calendar nor the trendy art calendar can enjoy the success in the invariance. When large and small brands compete openly from the same starting point, whose products can bring consumers a more unique experience will become the key to the decisive victory. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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