From the ancient African folk instrument thumb piano "Kalimba", to the traditional fish lamp of Guangdong, which combines fashion elements, and then to the creative home designed by the graduates of the Qinghua Academy, "designed", and the top 20 new design of China. The original design of the division debuted in the beautiful catwalk under the broken bridge... More than 200 Shendians from Tiannan Haibei began to gather in the West Lake last night (September 13th), and the three-day Taobao Festival was finally unveiled.
The "fierce species" bred on Taobao is divided into six large markets scattered on the lakeside. The elements of the second element, original design, technology, cute pets and so on bring a different kind of scenery to the ancient West Lake. The bamboo forest cypresses shuttle through the carnival. young people. Even in the “non-legacy†market, which is rich in traditional characteristics, traditional culture also reveals a young and fashionable atmosphere. The West Lake has never been “young†like these days.
It has become the creation festival of Hangzhou City's new business card. It is known as the “Creativity of Chinese Young People Oscarâ€. This year, for the first time this year, he walked out of the exhibition venue and came to the West Lake. The participating merchants also increased from more than 80 in the first year. More than 200 today. Behind this kind of "growth" is the flourishing growth of Taobao's creation ecology, and it is also the natural development of young people on Taobao and the "fierce".
Over the years, Taobao has encouraged and empowered all kinds of creative and characteristic markets and featured businesses, and this festival is demonstrating Taobao's endless imagination in meeting diversified consumer needs.
Young people grow up in Taobao: creativity and hobbies become careers
“Hey? Why didn’t I think of such an interesting thing?†This is the most frequent sigh of the audience at the festival, which explains why Taobao, as an Internet life platform, wants to copy a magical market specifically online: “Open people Imagination."
After 15 years of continuous innovation, Taobao has developed a diverse and rich ecology, and the consumption needs of various people can be satisfied here. On the omnipotent Taobao, you can't find it. Only you can't think of it. The Creativity Festival brings together these gods and gods that you can't think of, and showcases all kinds of magical new lifestyles for Chinese young people.
The “designedâ€, which focuses on original home design, is not the first year to come to the creation festival, but every time it brings a new series. The "magic object" displayed in this year's "design" is "a home that looks like you can eat." This is a series of furniture that looks appetizing, including a pier that looks like salmon sushi, a pineapple bag, a lazy couch, a lotus leaf lazy couch, a macaron chair, and a pumpkin pie coffee table. and many more. Wang Keying, the owner of the “Design†brand, said that these are brightly colored designs. “It looks more delicious.â€
“Designed†is an original home brand created by a group of graduates from the Qinghua Academy. From the age of students, they want to be their own independent design, and Taobao is giving them the opportunity to realize their dreams. According to Wang Keying, "In 2015, in order to make a batch of furniture designed by ourselves to have a better exposure, we opened a Taobao shop. At that time, the shop that was just opened was sold very well, and the seat was hit." Up to now, the “designed†Taobao store has attracted 240,000 fans.
“There are a lot of buyer shows that make us very happy, because we see our piers appear in the Nordic style home, which can make the cold and clean Nordic style home have a bright color, which makes us feel very happy.†Wang Keying Tell the reporter that on Taobao, it is not simply selling goods, but also sharing life. In this process, both the seller and the buyer are rewarding the fun of sharing and sharing.
In addition to sharing ideas, people are also sharing their niche hobbies on Taobao and finding friends. This time, I came to the Taobao store home of the Creativity Festival, and I shared my small hobby, the thumb piano "Kalimba", to more people on Taobao.
Five years ago, Yang Abao accidentally came into contact with the African traditional folk instrument "Kalimba" brought by friends from South Africa. This small instrument can pop up various notes with only two thumbs, not only easy to carry, The tone is also unique. Last year, Yang Abao released his first video of "Kalimba" on the Internet, and a small "fire".
Many netizens who saw the video said that they also wanted this novel instrument. Taobao is giving Yang Bao a wonderful platform to share his hobbies. She began to sell the thumb piano "Kalimba" through Taobao. Yang Abao recalled: "At the beginning of May 2017, the sales volume was very good." Since then, he began to cooperate with domestic manufacturers to produce his own thumb piano. . In almost a year, Yang Baobao has sold more than 2 million turnovers. Behind the more than 2 million turnovers, her hobbies and happiness are shared and extended on Taobao.
The story of “designed†and Yang Abao is the epitome of “deliberate growth†of young people on Taobao. The empowerment of Taobao platform gives them the possibility to make an exclusive idea and a small hobby into a career. Taobao uses big data mining and continuous upgrading of intelligent algorithms to achieve personalized recommendations for thousands of people, so that these novelty merchants can be precisely matched with interested consumers, and burst into huge commercial energy. According to statistics from Ai Media, the proportion of users under 30 years old on Taobao reached 73.4%. These young consumers have shown new consumption concepts. They prefer novelty and culturally rich products, pursuing individuality and creativity. Lifestyle. All of this can be met on Taobao.
Meet the "non-legacy" at the festival: young ideas give new life to traditional culture
The Festival is a carnival dedicated to the creativity of young people, and this festival is also leading them to meet traditional culture and explore a new path to give new life to tradition with young ideas. At the Creativity Festival, young people meet traditional culture and collide with different new sparks.
The fish lamp made by designer Wen Qiuwen after 85 is just a model to explore the fusion of tradition and fashion. In Guangdong, the fish lamp is the protagonist of the traditional custom fish lamp dance, and it is also a "non-legacy" skill. Wen Qiuwen thinks: "The traditional fish lamp is the color of red and green. I find it interesting but not particularly like it." Two years ago, Wen Qiuwen visited a lantern factory and found that the skeleton of the lanterns they made was particularly beautiful. They felt that they could do some transformation and creation, and then they began to buy the skeleton back for processing and transformation.
At the beginning of this year, in order to promote their own modified fish lights, Wen Qiuwen intended to be a personal website, but the effect was not particularly good. At this time, Taobao gave her the stage to show, Wen Qiuwen's transformation of the fish lamp soon became famous, more and more businesses came to seek cooperation. Many Taobao sellers and advertising companies use the paper lanterns she made as a scene layout, moving into the window and the studio. Traditional culture has a new life in modern life.
Wen Qiuwen believes: "Chinese traditional paper art such as lanterns and kites are mostly based on folk practical or decorative, but few people are developing in the modern direction." She feels that only more young designers are involved, and old artists Cooperation, creating a new style of old craftsmanship, can lead the old craftsmanship out of the new business direction. Her fish lamp found a commercial stage on Taobao. This time she went to the festival, she will further promote this traditional culture full of fashion.
In addition to Wen Qiuwen's fish lamp, this Taobao Creativity Festival has specially opened up the "non-legacy" market, and the 28 "non-legacy" craftsmen of the four generations of the face-to-face family "face-faced Wei" and Feng Mantian "zhongli" have come to the scene. The "Chinese Traditional Culture Industry Internet + Big Data Report" shows that the Taobao platform has become the main force of traditional cultural consumption after 80 and 90, and it is in sharp contrast with the consumption structure of the offline traditional cultural industry. The report also found that young people also have different preferences in the category of traditional cultural consumption. For example, in 2015, after 90, consumers bought 30% of the crystal crafts on the platform, which is obviously different from the previous generation.
This means that Taobao opens the door to traditional cultural consumption for young people, and also allows traditional culture to show a younger form and reach younger groups.
Broken bridge catwalk redefined Taobao style: original design is surging
The fusion of tradition and fashion is reflected in the creation festival, especially the original design show held under the ancient bridge of West Lake last night (September 13th), which is one of the most beautiful and beautiful. This is the first time that Taobao has assembled China Top 20 cutting-edge designers. With a 60-minute visual feast, it not only shows China's original strength, but also redefines Taobao.
According to Fu Liang, a preparatory member of the Creativity Festival, “The criteria for screening for the Broken Bridge Fashion Show include industry influence, design work, resume and age. All are young designers, and four are after 90, the smallest is 1996. "This time Top 20 designers, many of them have grown up from Taobao, and many of them are famous designers on the second venture."
Zhu Yi, born in 1996, is the youngest of the 20 designers. This is her "virgin show" as a designer. Compared with several predecessors who are well-known in the industry, she is an original designer born in Taobao. She opened the Annoumundi Taobao store more than two years ago. At that time, she was also a student of architecture design at the China Academy of Fine Arts. The sales of her designs were “awesome†in this field. "We have now opened a sample clothing room, and we have a lot of clothes that require high workmanship. Our sample masters do it themselves." Zhu Yi told reporters that as an original designer, quality control is the lifeline.
Taobao data shows that the opening of the store of Chinese original designers is surging, and the number of newly opened stores exceeded 15,000 last year. At present, nearly 500,000 consumers are buying their favorite original design items every day. After 90s and 95s, they will become the most popular consumer groups paying for original designs, accounting for 48%.
Whether it is original furniture, fashion design, or the ancient "non-legacy", you can find your own place in the Taobao Creation Festival; more can attract fans on Taobao, forming a cultural circle. It can be said that Taobao is the only national-level application that carries the creativity of young Chinese.
Taobao itself is constantly innovating, upgrading its commercial infrastructure and leading the creativity of young people. The mixed reality shopping “Taobao Buy†displayed at this Creativity Festival is a “spoiler†between Taobao and Microsoft for the future shopping scene. Jiang Fan, president of Taobao, said: “Taobao has always been at the forefront of technological innovation and product innovation. We believe that new technologies such as MR will definitely change the consumption patterns of consumers in the future. Taobao is willing to explore the imagination of MR in the field of e-commerce and life. Force boundary."
All kinds of featured businesses, original designs, and future technologies are constantly gestating on Taobao, forming an imaginative world. In this world, species are fierce and the future has come. The Creativity Festival is a concentrated display of the world, as Ma Yun said in Weibo: "Look at the future of creative manufacturing, open our imagination."