In recent years, the national tide wind and Chinese wind elements have swept the country, has this wind also blown to the fireworks industry?
In several order fairs held in the first half of 2024, it is not difficult to find that the outer packaging of new products of many fireworks brands has turned to the development of "national tide" and "national style".
For example, Yihelong's "Yihe Zhenpin" series, the "Dingwangtai" of mountain dates, etc., hundreds of fireworks companies have created "fireworks national tide" products to detonate the market.
(Mountain date fireworks--Dingwangtai)
The packaging illustrations of the national tide such as "Hidden Green Mountain", "A River Wind and Moon", and "Dance of Colorful Clouds" designed by Liuyang Cultural and Creative Institute have been well received, and "National Style is the Trend" has set off a new wave in the fireworks industry.
The illustration art of fireworks and firecrackers packaging was reflected as early as the Republic of China, and Chinese culture and customs such as "Mulan in the Army" and "Dragon and Lion Dance" appeared on the packaging paintings of that era.
(Illustration of fireworks packaging)
In the eighties and nineties, the packaging of fireworks began to be bright and festive, and "Chinese red" became the main color of most packaging, which was most obvious in firecrackers and fireworks.
In terms of patterns, traditional elements such as "Chinese Dragon" and "God of Wealth" are widely used, with big characters such as "Fu", "Xi" and auspicious words.
Red symbolizes auspiciousness, happiness and prosperity in Chinese culture, and this "chinoiserie" packaging style reflects the pursuit of festivity and excitement in Chinese society at that time.
Looking at the past, the national style is in the tide.
How to use the national tide to empower the fireworks brand?
As the unique cultural background of Chinese brands, Chinese style and national tide style are becoming an important means for brand premium and creating more value.
Many fireworks companies have built national style brands, showing cultural confidence, market confidence and brand confidence.
The younger generation's enthusiasm for domestic products, as well as the 2020 Consumer Survey Report by McKinsey, an international management consulting firm, pointed out that Chinese companies are no longer just producing low-priced products, but are committed to improving the quality, performance and value of products, have contributed to the rise of the national trend.
On May 25, Shangli held a national tide music fireworks show to pay tribute to the ancestor of fireworks. The sounds of traditional musical instruments such as erhu, pipa and guzheng are combined with modern musical elements to form a unique national tide music style.
Many viewers said that this kind of performance, which integrates the national tide and national style, can resonate more with the audience, and they feel the strong charm of the national style on the spot.
The introduction of national tide style and Chinese style has become a weapon for new fireworks products to quickly enter the market, and it has also become a booster for the rejuvenation of old fireworks brands.
By integrating Chinese style elements into fireworks products, the company not only enhances the cultural color of the brand, but also creates a unique cultural brand image, so that history and culture create value.
In the era of brand marketing 3.0, seizing the opportunity of the national trend, injecting Chinese elements into fireworks, enriching and upgrading the brand image, and carrying out creative marketing can significantly enhance the brand potential energy and achieve a "double harvest" of brand value enhancement and commercial value output.
(Overlord Tea Ji and traditional intangible cultural heritage "collision")
All in all, the rise of domestic products has been an indisputable fact, fireworks industry packaging tends to be national tide is not only the inheritance and innovation of traditional culture, but also the enhancement of brand value and market competitiveness.
In the process of pursuing the national tide, enterprises should always adhere to quality first, driven by cultural self-confidence and innovative spirit, and create fireworks products with both cultural heritage and market competitiveness.