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审丑为商业IP开辟差异化路径 淘宝给“丑东西”办了个展
Nan Fang Du Shi Bao· 2025-08-11 15:50
Core Viewpoint - The first "Ugly Things" art exhibition by Taobao has transitioned from an online competition to a physical event, emphasizing the idea that "ugliness" can drive creativity and is not merely the opposite of beauty [1][9] Group 1: Event Overview - The exhibition, held in Hangzhou, attracted over 3,000 visitors daily within its first week [1] - The event features a roundtable forum with notable guests discussing the appreciation and discourse surrounding "ugly things" [1][10] Group 2: Exhibition Structure - The exhibition consists of a prelude and three main chapters, with the prelude detailing the history and significance of the "Ugly Things" project [3] - The first chapter showcases over 150 wool felt works and seven "ugly" outfits in a trial fitting area [3] - The second chapter includes a selection of unconventional artworks from art history and last year's winning product, the "borderless pillow," which embodies the fluidity of the concept of "ugliness" [5] Group 3: Cultural and Commercial Implications - The project has evolved through three stages: initial popularity among youth, exploration of the commercial value of "ugly things," and recognition of "ugly things" as a commercial IP that empowers merchants [9] - The trend of "ugly things" reflects a shift in consumer preferences towards unique and expressive products, moving away from traditional notions of beauty and functionality [10][12] - The rise of "ugly things" as a cultural phenomenon is seen as a response to the desire for authenticity and individuality among consumers, particularly the younger generation [12]