CCTV News:Seeing the green Dragon Boat Festival and smelling the fragrance of zongye. This year’s Dragon Boat Festival, bouquets of wormwood and sachets in the festival market have become best sellers. The perfect integration of traditional culture and modern culture and the passionate collision between traditional aesthetics and modern aesthetics have made Chinese culture glow with dazzling brilliance. Next, let’s go to the festival market together, choose a new sachet and a bunch of wormwood flowers, and then take a time-travel trip in the festive atmosphere of fragrant rice dumplings to immerse ourselves in the festive atmosphere of the ancients. First, follow the reporter to take a look at the flower market.
When the reporter came to the Beijing Flower Trade Center, there was a busy scene everywhere.
The data shows that the sales of Beijing Flower Trading Center in the past 20 days have exceeded 10 million yuan.
Zhou Yi, General Manager of Beijing Flower Trading Center:From the current merchant reserve and transaction volume, as well as online varieties, it has increased by 50% compared with last year & mdash; More than 60%.
Online sales of Dragon Boat Festival bouquets increased by 170 times year-on-year.
According to comprehensive e-commerce data, up to now, online sales of Dragon Boat Festival bouquets have increased by 170 times year-on-year, and the number of e-commerce sales has increased by 344% year-on-year. Bouquet styles are dazzling, especially rich, with a year-on-year increase of 678%.
During the investigation, the reporter found that in addition to the finished bouquet, more and more people are pursuing personalization and experience. The flower arrangement experience package launched by this flower arrangement studio in the west of Beijing has been sought after by consumers.
Flower shop manager Zhao Ming:Looking forward to traditional culture, customers are eager to participate and do it themselves, which is also the request of many old customers, so that they can experience it themselves.
In recent years, with the revival of traditional culture, Chinese flower arrangement techniques have attracted more and more consumers. This flower arrangement training college has launched various styles of flower arrangement courses for the public. There are a large number of people who come to study, including enthusiasts, practitioners and many companies.
Small sachets become rich and big industries.
After seeing the flower market, we will go to Xiangbao Village, a civilized village far and near — — Take a look at Mazhuang Village in Xuzhou, Jiangsu. Before the Dragon Boat Festival, the sales of sachets here were very hot, and small sachets became a rich industry.
These days, Wang Xiuying, an 85-year-old provincial inheritor of Xuzhou sachet, is working with his family to make sachets. As the Dragon Boat Festival approaches, the sales in the store are very prosperous. Also busy together is granddaughter Sun Geyao, who is the fifth generation inheritor of the national intangible Xuzhou sachet. How to combine traditional sachets with modern fashion consumption is her constant endeavor.
There are many old people in the village who make sachets like Wang Xiuying’s family and are busy for the Dragon Boat Festival.
Sachet has a history of thousands of years in Xuzhou. Although it has a long history, a few years ago, there were only a dozen people doing sachet business here. Since 2017, the local government has led the construction of a sachet cultural compound and training courses, and upgraded the research and development of sachets, attracting more than 300 villagers in the village to engage in the sachet industry. In recent years, Mazhuang sachet industry has been growing, with an average annual output value of 8 million yuan, leading the villagers to live a good life.
The local government is also actively exploring the online market. With the help of e-commerce, some sachet products are exported overseas, and they are well-known. This year’s Dragon Boat Festival, people in Mazhuang village seized the opportunity and made bold innovations in sachets. In style, traditional festival elements were integrated with modern aesthetics. Keep up with the times in function, and develop more than 30 new formulas such as anti-mosquito, sleep-helping and tranquilizing.
During the Dragon Boat Festival, there will also be special activities such as dragon boat races and non-legacy markets, which are expected to attract more than 20,000 tourists.
Wang xia, Deputy Secretary of Mazhuang Village Party Committee and Director of Village Committee:In the next step, we will combine rural tourism and launch a rural revitalization school at the same time, really making small sachets into a big industry and an industry that enriches the people, and better leading rural revitalization.