当山东美术馆的"潦草小马"（"马彪彪"）以疯癫发型席卷文创圈，义乌工厂里缝反嘴巴的"哭哭马"被年 轻人抢购一空。两者看似意外，背后却有同一个逻辑：在情绪消费时代，"不完美"的治愈感，正超越精 致完美，成为最硬的通货和最新的风向。 2026年新年第一个月，"泼天的流量"降临到义乌小商品批发市场一个小商铺的老板张火清身上，现在她 更出名的身份是——"哭哭马"老板。 1月下旬，《每日经济新闻》记者来到浙江义乌，找到忙碌中的张火清。记者在现场看到，不大的档口 里摆满了各色型号的红色哭哭马，身着红色毛衣的张火清穿梭在顾客之间，手里的三部手机一刻不停， 电话铃声与信息提示音接连响起。档口外，等着洽谈合作的外贸商和前来采访的媒体记者已经排起了 队。 "小号的是7.8元一个，大号是11.9元一个，'笑脸马'有现货，'哭哭马'需要等7天到15天。"张火清一边招 呼客人，一边反复报出价格。记者在档口停留的六个多小时里，看到这位初中毕业的老板娘，用流利的 英语与外国顾客沟通订单细节。张火清直言自己是江西人，能有今天的局面，靠的就是舍得吃苦。 义乌外贸强劲复苏 放眼整个义乌小商品市场，现在，张火清的档口是流量担当。 "哭哭马"嘴角耷 ...

Core Insights - The "Crying Horse" plush toy, initially considered a defective product, unexpectedly became a viral sensation, leading to a surge in demand and sales [3][4][12] - The success of the "Crying Horse" highlights the effectiveness of Yiwu's supply chain and the ability of local businesses to capitalize on emerging trends [12][14] Group 1: Product Development and Market Response - The "Crying Horse" was created due to a manufacturing error, where the toy's mouth was sewn incorrectly, leading to a downturned expression that resonated with consumers [1][5] - Following its viral popularity, the production capacity of the "Crying Horse" increased from a few hundred to 15,000 units per day, with orders extending into March 2026 [5][9] - The toy's appeal lies in its emotional resonance, reflecting a shift in consumer preferences towards products that embody authenticity and relatability [13][14] Group 2: Sales and Distribution - The "Crying Horse" achieved significant sales, with reports indicating nearly 20,000 units sold in a single day, attracting both domestic and international buyers [3][4] - Orders for the toy have come from various countries, including South Africa, Russia, and Romania, indicating a strong global market interest [4][9] - The rapid response to market demand has led to the expansion of production lines and the introduction of new product variations, such as customized versions [9][10] Group 3: Consumer Trends and Emotional Marketing - The rise of the "Crying Horse" reflects a broader trend in emotional consumption, where consumers seek products that resonate with their feelings and experiences [13][14] - The success of the "Crying Horse" and similar products indicates a shift away from traditional festive representations towards more relatable and imperfect designs [13][14] - The emotional connection consumers feel towards these products enhances their social media shareability, contributing to organic marketing and brand visibility [12][13]

Core Viewpoint - The 2026 "New Year Goods Festival" has commenced, marking a significant consumer event before the Spring Festival, with major e-commerce platforms launching promotional strategies centered around subsidies and festive themes to stimulate consumption [1][3]. Group 1: Promotional Strategies of Major Platforms - Major platforms like JD.com, Tmall, Douyin, and Pinduoduo are enhancing their promotional strategies to improve service quality and consumer experience while offering significant discounts [3][4]. - JD.com launched its New Year Goods Festival on January 25, featuring discounts starting at 50% and introducing new service offerings such as a 5-year damage replacement for kitchen appliances and a gift-sharing feature [3]. - Tmall reported a notable increase in free shipping orders from remote areas, while Douyin focused on simple discounts and group buying strategies to attract consumers [4]. Group 2: Popularity of Traditional Local Goods - Despite evolving consumption patterns, the themes of "new year renewal" and "hometown flavors" remain central to New Year goods consumption [5][6]. - Tmall's data indicates that categories like clothing, fresh produce, and electronics are top choices for consumers, with winter apparel seeing significant growth due to cold weather [5]. - The "hometown goods" initiative by Douyin aims to connect consumers with local specialties, enhancing emotional ties and driving sales for regional products [6]. Group 3: Zodiac Economy and Emotional Consumption - The year 2026, being the Year of the Horse, has led to a surge in demand for horse-themed products across various platforms, with over 30% of sales in specific categories attributed to these items [7][9]. - Emotional resonance in products is increasingly important for younger consumers, who prefer items that evoke feelings of connection and healing, as seen with the viral "Crying Horse" plush toy [9][10]. - The alcohol market is experiencing a dual trend of gifting and self-indulgence, with significant growth in low-alcohol beverages, particularly among female consumers under 30 [10].

Core Insights - The "crying horse" has become a popular product at the beginning of the year, driving a surge in zodiac-themed consumer goods, particularly among young consumers seeking emotional value [1][2][6] Group 1: Market Trends - The "crying horse" plush toy, originally designed with a smiling expression, gained popularity due to a production error that resulted in a frowning face, resonating with consumers and leading to high demand [2] - The daily production of the "crying horse" has increased to 15,000 units, with factories expanding from two to over ten production lines to meet demand [2] - Other brands, such as Pop Mart and 52TOYS, have also launched zodiac-themed products that have sold out quickly, indicating a strong market response [4] Group 2: Consumer Preferences - Young consumers prefer designs that evoke emotional resonance rather than traditional representations, marking a shift in aesthetic preferences within the zodiac toy market [6] - The trend towards "emotional toys" reflects a broader movement towards self-satisfying consumption, with over 70% of recent sales in the zodiac toy category being attributed to these emotionally engaging designs [9] Group 3: Cultural Significance - The vitality of the zodiac economy is rooted in deep cultural significance, with consumers having a natural emotional connection to their zodiac signs, particularly in years associated with strong cultural symbols like the horse and dragon [10] - The integration of local culture and practical functionality into zodiac products is becoming increasingly important, as seen in collaborations that enhance product uniqueness [10] Group 4: Challenges and Recommendations - The zodiac product market faces challenges, particularly with non-birth year products experiencing significant sales declines, which poses sustainability issues for product lines [12] - Experts suggest that the industry should focus on avoiding content "hollowness" and emphasize sustainable storytelling and cultural integration to maintain consumer interest and avoid fleeting trends [13]

Group 1: Consumer Trends - The purchasing of New Year goods and reservations for New Year's Eve dinners have started earlier this year, driven by online and offline efforts, policy subsidies, and innovative experiences [3][4] - Young consumers, particularly those born in the 1990s and 2000s, are becoming the main drivers of New Year purchases, with over 80% of them buying large appliances for family health upgrades and social gatherings [4] Group 2: Sales Performance - The home appliance market is experiencing a sales peak, with promotions featuring 200 new green smart appliances and multiple subsidies, leading to significant consumer engagement [4] - Online sales are also thriving, with over 5 million strawberries sold on Tmall within two days, marking a 65% increase compared to last year [4] Group 3: Dining Reservations - The market for New Year's Eve dinners has started earlier, with many popular restaurants already nearing full bookings, reflecting a shift in consumer behavior due to past experiences of difficulty in securing reservations [5][6] - The overall pricing for New Year's Eve dinner packages remains stable, with a growing preference for fusion cuisine and an emphasis on creating a warm dining atmosphere [6] Group 4: Cultural Products - Zodiac-themed cultural and creative products, particularly those featuring horses, are gaining popularity among young consumers, moving beyond traditional decorations to become new forms of self-expression [7] - Local brands are launching innovative products that combine traditional elements with modern design, appealing to a wide audience and receiving positive feedback [7] Group 5: Economic Outlook - The overall consumer activity, from purchasing New Year goods to dining reservations and cultural products, reflects a vibrant market and indicates a strong potential for domestic demand and economic growth [7]