This reporter is Li Jie

Ningbo Su Nian Arts and Crafts Co., Ltd.'s co-branded cultural and creative products are displayed and sold in shopping malls in Yuyao City, Zhejiang Province. Photo by Xinhua News Agency reporter Xu Yu

3月25日，中國國家博物館文創產品鳳冠冰箱貼累計銷量突破100萬件，帶動鳳冠IP全系列產品銷售額跨越億元。圖為來自山東的遊客(前左)成為第100萬件鳳冠冰箱貼的購買者。 新華社記者  金良快攝

Buy refrigerator magnets and drink health tea; Come to the antique style makeup and visit the first store in the city; Open up your lifestyle with camping gear and tap into the city's "treasures" with your checklist...... Today, China's cities are surging with new consumption trends and groups of young consumers.

From today, this newspaper will launch a series of reports on "New Consumption Trends, Releasing New Heat", leading readers at home and abroad to enter the front line of consumption, appreciate the new trends and trends of China's consumer market, and feel the infinite creativity and imagination of young people's consumption.

——Editor

8個月零6天，100萬件，這是中國國家博物館鳳冠冰箱貼的銷售“戰績”。

As soon as it was put on the shelves, it became popular, and the inventory was sold out; Buyers queue up offline and make appointments online to buy; "Grass Planting Strategy" is very popular, and many netizens enthusiastically collect and discuss it...... Since last year, refrigerator magnets have become popular.

From the phoenix crown refrigerator magnet to the Tiangong Caojing refrigerator magnet and the quicksand and deciduous refrigerator magnet of the Qianlong Imperial Tablet Pavilion, how did the seemingly ancient industrial product of the refrigerator magnet stand in the C position and become the "top stream" of cultural creativity? Behind the scramble of young people to buy and share, what changes have made the refrigerator magnet have the "magic" of trend? The reporter of this newspaper chatted with producers and consumers.

"One paste is hard to find", and a variety of products are out of the circle

“提前大約半個小時開始刷網頁，很幸運買到了。”3月25日中午，一位來自山東的遊客買到第100萬件中國國家博物館鳳冠冰箱貼，成為見證這一文創單品銷售紀錄的人。

Since the second half of last year, every time the National Museum opens, there are always many consumers who get up early to line up to buy this refrigerator magnet. Whether it is queuing offline or making an appointment online to buy, it shows that this product is solidly out of the circle.

When the "phoenix crown" became the "top stream", the cultural and creative refrigerator magnets of various families have "whole up flowers". Beijing Art Museum Qianlong Imperial Tablet Pavilion quicksand and fallen leaves refrigerator magnet, freeze the frame "the most beautiful autumn scene"; Beijing Ancient Architecture Museum Tiangong caisson refrigerator magnet, exquisite technology to restore the complete form of the caisson; There is also 3D printing and three-dimensional modeling technology, and AR gameplay interaction...... A small fridge magnet, the market is lively.

"I've bought some cultural and creative peripherals before, but there is nothing new and the workmanship is rough, but the refrigerator magnets on the market in recent years can always surprise me." Hong Yunzhe, a post-00 from Shanghai, said, such as the glazed cornices of the Taihe Hall of the Forbidden City, the nine-colored deer murals in the Mogao Grottoes in Dunhuang, and the hollow flower windows in the Suzhou garden...... These refrigerator magnets, with affordable prices and excellent craftsmanship, completely refreshed his perception of previous refrigerator magnet products. "The current domestic refrigerator magnet market is really a 'fairy fight'." Hong Yunzhe sighed.

Like many consumers, buying a fridge magnet is a retainer item for Hong Yunzhe when he travels. "Every time I go, I do my homework and read the relevant posts on social platforms in advance. If you find a style you particularly like, even if you have to take a special detour to buy it, you will be happy to buy it. He said.

In fact, since the summer of 168, popular museums and tourist attractions have frequently appeared in the "limited sales, reservation number, and hard to find" refrigerator magnet rush purchase scene. According to a special survey by the China Tourism Academy, nearly half of the tourists buy refrigerator magnets with a unit price of 0-0 yuan, and more than three-thirds of the refrigerator magnets are priced at 0-0 yuan. At present, the unit price of cultural and creative refrigerator magnets with high offline sales in museums and tourist attractions is mostly more than 0 yuan. The unit price of the Tiangong caisson refrigerator magnet in the Beijing Museum of Ancient Architecture is as high as 0 yuan, which still can't stop the enthusiasm of tourists to buy.

據中研普華研究院數據，早在2020年，中國冰箱貼市場規模已達到36億元，預計未來幾年內將保持年均10%左右的增長速度。

Accurately fit the needs, "small products become big projects"

"I used to think that refrigerator magnets were 'local products' in scenic spots, but now they have become a social 'hard currency' that young people are vying to collect." Tan Lei, a post-50 from Chengdu, Sichuan, showed her "refrigerator magnet map" - the refrigerator at home is densely pasted with landmark buildings in more than 0 cities across the country, and the corresponding travel date is marked next to each refrigerator magnet. "It's my memory coordinates, and it's also a social conversation." She said.

It is interesting to note that as a long-born industrial product, how did the refrigerator magnet get rid of the outdated impression of the past and become at the forefront of the trend?

Looking at the timeline, the hot sales of refrigerator magnets parallel the trajectory of the rapid recovery of the tourism industry in the past two years.

梁世永是冰箱貼生產廠家溫州九福實業有限公司總經理，親眼見證了冰箱貼這門生意如何從一個“可以嘗試的小產品”變成“值得做的大專案”。“2023年，國內外環境發生變化，我們一直在探索佈局下一個賽道，當時考慮旅遊可能會迎來強勁復甦，經過市場調研，我們預判冰箱貼值得一試。”梁世永說，冰箱貼單價不高、方便攜帶等特點讓公司最終下定決心，投產了一條120萬件冰箱貼產能的產線，正式開啟生產之路。

At first, it was just a tentative exploration, but soon, from Zibo in Shandong Province to Harbin in Heilongjiang Province, tourism in hot cities became popular, and Liang Shiyong's factory received many customized requests for refrigerator magnets from merchants. Slowly, the number of orders for refrigerator magnets in major cities has also risen, ranging from landmarks to text and creativity. "By the end of 2023, we believe that there is still a lot of room in the market, and the refrigerator magnet is a project worth investing in." He said.

From the point of view of the product itself, the current refrigerator magnet accurately "grasps" the needs of consumers.

Look at the currently popular refrigerator magnets, they are all exquisite, novel, and three-dimensional, with a handy appearance and heart-warming ingenuity. For example, the phoenix crown refrigerator magnet is reworked, and various accessories are used to simulate the tassel shape of phoenix crown pearls and gemstones, and some processes need to be completed by hand; Tiangong caisson refrigerator magnet is designed with 5 layers, which can be placed separately or overlapped, restoring the complete form of the caisson, and there are thousands of color blocks in the coloring part alone. Such exquisite products have made many young consumers say "want to have".

"No way, I'm always poked by those small objects full of ingenuity" "These refrigerator magnets are my footprints all over the world" "The feeling of holding cultural relics in the palm of your hand, you deserve it"...... For many young consumers, refrigerator magnets are not only an ordinary commodity, but also a "history they have seen and the world they have walked".

"Demand upgrading and market innovation are the market driving forces for the hot sale of refrigerator magnets." Dai Bin, president of the China Tourism Academy, wrote an article.

"To make a viable business", there is still a lot of room for imagination

More than 00 refrigerator magnets from 0 countries are dotted around, completely recording the footprints of the next year - at home in Beijing, the refrigerator magnet display board made by Wen Miaobo, a post-0 girl, is like a miniature map.

"The layout of the entire wall is carefully designed, and for me, the return of each fridge magnet is a replay of memories." Wen Miaobo said that no matter how long it has been, looking at these refrigerator magnets again, he can still recall the location he chose at that time, the weather that day and the people he met. Compared with postcards that are easy to dust in drawers, she is more attracted by the advantages of refrigerator magnets that are easy to display and collect.

On the one hand, there is no shortage of fridge magnet collectors in the crowd; But on the other hand, there are also people who ask: how long do fridge magnets last on fire? In other words, what else can a small refrigerator magnet be made?

Liang Shiyong's answer was: "We are not here to eat this wave of traffic, but to really make refrigerator magnets into a viable business." The logic behind this is that he believes that unlike other industrialized goods that are easy to be cookie-cutter, refrigerator magnets have strong "territorial characteristics", such as localized attractions in every city; Cultural and museum venues in various places have unique history and cultural relics, and the refrigerator magnets attached to them must also be unique to the local area, so from this point of view, this market still has room for imagination.

從2023年120萬件冰箱貼產能的產線起步，去年，梁世永所在公司增資擴建新的廠房，生產間數量翻了幾倍，到今年，預計工廠能生產超1000萬件冰箱貼。與此同時，他要求冰箱貼品質保持在中高端以上，“地攤貨的時代過去了，我們要做能走進博物館的、品質精良的產品。”他說。

As a product, refrigerator magnets are also breaking the inherent boundaries, such as some set bottle openers, night lights and other practical functions in one, effectively broadening the daily use scene; Some combine AR technology, users can scan the code to enjoy virtual interaction and other experiences, adding interest and a sense of technology. Some consumers said that they are full of expectations for those refrigerator magnet products that integrate "black technology".

"The industry's attention to refrigerator magnets can not be limited to the head IP, but also to see that most scenic refrigerator magnets are still in the public model production stage of place name landscape photos, and most cultural and creative products still rely on 'OEM'." Dai Bin believes that compared with market demand, mass expectations and the scale of cultural resources, there is still a lot of room for improvement in neo-cultural creativity represented by refrigerator magnets.

(Intern Wang Kunyao participated in the writing)