中新经纬 . 中新经纬是由中国新闻社主办的财经新媒体，拥有中国互联网新闻信息采编发布服务资质。以手机客户端（APP）等为主要传播平台，以"权威、前瞻、 专业、亲和"为特色宗旨，传播财经资讯、解读经济政策、讲述商界故事，打造精英的财经资讯平台。 冰箱贴热的背后，是文化消费结构的变化， 也是文创产业生态的升级。 以下文章来源于中新经纬 ，作者周慎 文 ｜ 周慎 编辑 ｜ 李晓萱 来源｜ 中新经纬（ID：jwview） 封面来源 ｜ IC photo 中秋国庆假期刚过，文旅消费热潮仍在持续，除了景区客流与夜游经济，各地博物馆与景区内的文创商店成为游客青睐的"打卡新地标"。 在琳琅满目的文创产品中，一枚枚小巧精致的冰箱贴成为意想不到的"黑马"——它不再只是传统的旅游纪念品，而是承载收藏、美学与情感表达的文化消 费符号。 从纪念品到文化符号 中国国家博物馆推出的以明代孝端皇后凤冠为原型设计的文创冰箱贴，无疑是本轮文创热潮中的"顶流"。自上市以来累计销量突破100万件，带动凤冠IP 全系列产品销售额跨越亿元，创下中国国家博物馆近20年来单品及系列文创的销售纪录。 此外，浙江省博物馆以中国传统服饰元素"云肩"为灵感设计的冰 ...

中秋国庆假期刚过，文旅消费热潮仍在持续，除了景区客流与夜游经济，各地博物馆与景区内的文创商店成为游客青睐的"打卡新地标"。 此外，浙江省博物馆以中国传统服饰元素"云肩"为灵感设计的冰箱贴、故宫博物院的"脊兽"、陕西历史博物馆的"唐仕女"、北京古代建筑博物馆的"天宫 藻井"等冰箱贴，也在市场和社交媒体上取得热烈反响。 这些爆款文创的成功，并非偶然。它们在设计上找到了"文化厚重感"与"当代轻盈感"的黄金平衡点——既有深厚的文化根基，又能契合现代审美。设计者 不再简单复制文物元素或提取图案，而是将博物馆文化深度融入现代审美与日常生活场景，通过材质、比例与色彩的再设计，让历史符号在当下语境中焕 发新生。 从纪念品到文化符号 中国国家博物馆推出的以明代孝端皇后凤冠为原型设计的文创冰箱贴，无疑是本轮文创热潮中的"顶流"。自上市以来累计销量突破100万件，带动凤冠IP 全系列产品销售额跨越亿元，创下中国国家博物馆近20年来单品及系列文创的销售纪录。 资料图 中新经纬摄 这类产品让传统文化从展柜走向生活，成为连接历史与当下、艺术与生活的"日常文化符号"。对于博物馆而言，文创冰箱贴不再只是纪念品，而是品牌传 播和文化再生的重要 ...

Group 1 - The "Guochao" trend is gaining popularity both domestically and internationally, with local brands like Tea Yan Yue Se and Wen He You emerging, and Xiang embroidery integrating into daily life through various cultural products favored by young people [1][4] - Xiang embroidery, one of China's four famous embroideries and a national intangible cultural heritage, faces challenges from modern machine embroidery, leading to increased costs and longer operational cycles for handmade embroidery businesses [4] - Agricultural Bank's Changsha branch has signed a strategic cooperation agreement with the Changsha Xiang Embroidery Association to support the development of the Xiang embroidery industry, launching the "Xiang Embroidery Loan" to assist over 20 embroidery enterprises with loans exceeding 14 million yuan [4] Group 2 - The local Xiang embroidery enterprises plan to enhance their scale and promote their products through the internet, based on a "company + base + embroiderers" model, aiming to revitalize traditional craftsmanship [4]

Core Viewpoint - Camel has been recognized as the "Pioneer of Silver Gel Sunscreen Apparel" in China by iiMedia Research, highlighting its innovative application of silver gel coating technology in outdoor clothing [1][3]. Industry Overview - The health awareness among consumers has significantly increased, leading to a growing population of outdoor sports enthusiasts and transforming outdoor activities into popular leisure pursuits, which has positively impacted the market for professional outdoor apparel such as jackets and hiking shoes [3]. - The Chinese sports footwear and apparel market is projected to reach a scale of 542.5 billion yuan in 2024, with expectations to grow to 598.9 billion yuan by 2025, driven by the rise of domestic brands and the "Guochao" trend [3]. Company Innovations - Camel has introduced silver gel sunscreen technology in its apparel line, such as the "Cool Feeling Original Yarn" series, which combines effective sun protection with cooling fabric suitable for outdoor sports and daily wear [5]. - The newly launched ePE membrane fluorine-free jacket represents a significant innovation in outdoor apparel, utilizing ePE membrane material that is lightweight, environmentally friendly, and offers excellent waterproof and breathability features [6][9]. - The ePE membrane is designed to be 10% to 20% lighter than traditional ePTFE materials, reducing physical exertion during long-distance hiking [6][9]. Environmental Commitment - Camel's use of environmentally friendly materials in its products aligns with modern consumer demands for sustainable products, enhancing the sustainability of its offerings [5][9]. - The introduction of the ePE membrane not only improves performance but also reduces carbon footprint during production, marking a milestone in Camel's commitment to combining environmental responsibility with high-performance outdoor gear [9].

Core Insights - The domestic tourism market in China is experiencing a strong recovery during the 2025 May Day holiday, with diverse travel consumption trends emerging, indicating a shift from "scale expansion" to "quality upgrade" in tourism [1][14]. Group 1: Market Performance - The number of air passengers reached 10.75 million, with a daily average of 2.15 million, marking an 8% year-on-year increase [2]. - The total inter-regional movement of people was approximately 1.42 billion, reflecting a 4.5% year-on-year growth [2]. - Popular travel routes are dominated by high-speed rail, with significant demand for train tickets, particularly for routes that are within one hour of major cities [2]. Group 2: Travel Trends - Popular tourist cities include Beijing, Shanghai, and Chengdu, with a notable increase in hotel bookings in rural areas, where bookings rose by 30% year-on-year [4]. - The self-driving travel market is thriving, with a nearly 40% increase in self-driving tour participants, and a 24% rise in average rental car spending [8]. - "Reverse tourism" is gaining traction, with rural tourism bookings increasing by nearly 20% [9]. Group 3: Consumer Demographics - The demographic of travelers is diversifying, with significant growth in first-time flight bookings, particularly among university students and seniors [11]. - The "new silver-haired" demographic (ages 55-60) is emerging as a significant force in the tourism market, with a 43% increase in hotel bookings among this group [11]. - Young travelers are leading trends, favoring social media-friendly destinations and cultural experiences [13]. Group 4: Policy and Future Outlook - Policies encouraging staggered vacations have led to a more than 30% increase in travel during holidays [14]. - The recent upgrades to the tax refund policy for outbound travelers are expected to boost inbound tourism, enhancing the spending power of international visitors [14]. - Overall, the 2025 May Day holiday tourism market reflects significant potential for growth and diversification, supported by favorable policies and innovative travel products [14].