文化赋值

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兴农评|“文化赋值”让农产品潮起来
Nan Fang Nong Cun Bao· 2025-05-22 16:01
Core Viewpoint - The integration of cultural elements into agricultural products is enhancing their market appeal and driving economic growth in the agricultural sector [5][17][20]. Group 1: Cultural Integration - Cultural symbols are increasing the recognition of agricultural products, making them more appealing to consumers [6][7]. - Products like "Guangdong Sanbao" are leveraging local cultural symbols to attract customers, emphasizing the importance of cultural identity in marketing [8][9]. Group 2: Storytelling and Emotional Connection - The historical narratives associated with products, such as the story of Yingde black tea, are creating emotional connections with consumers, enhancing brand reputation [10][12]. - Telling compelling stories about agricultural products can significantly boost their market presence and consumer engagement [11][12]. Group 3: Value Addition through Cultural Creativity - Cultural creativity is extending the agricultural product value chain, as seen with Yunnan's tea farmers who have increased product value by 300% through cultural storytelling [13][14]. - The integration of cultural concepts, like "Qinling ecological aesthetics," is generating substantial tourism orders for products like Shaanxi's black fungus [14][15]. Group 4: Economic Transformation - The establishment of cultural zones at events like the Shenzhen Cultural Expo indicates a shift towards a model where cultural value is central to agricultural economics [17][18]. - This transformation reflects a broader trend in Chinese agriculture, moving from quantity-focused production to a model that emphasizes cultural significance and emotional resonance [18][19].
金店关门、消费遇冷,克价2600元的“黄金谷子”却有人“猛吃”?
3 6 Ke· 2025-05-20 01:06
2025年的中国黄金消费市场正经历冰火两重天。国际金价突破3240美元/盎司,国内足金饰品克价冲破千元,但消费端却寒意逼人:一季度黄金首饰消费 量同比下降26.85%,周大生、中国黄金、老凤祥等头部品牌营收降幅达30%-50%,周大生单季度净关店177家。 金价的剧烈波动正加剧消费者观望情绪,数据显示,传统婚嫁三金需求进一步收缩,投资金条占比攀升至47.6%,折射出行业结构性矛盾——黄金的金融 属性与消费属性正在割裂。 在此背景下,"黄金谷子"(IP联名黄金衍生品)成为破局关键。雷报观察发现,这类产品以"轻量化黄金+IP符号"为核心,将黄金的保值属性与二次元文 化的情感价值叠加,形成独特的消费逻辑。行业数据显示,2024年中国谷子经济市场规模达1689亿元,同比增长40.63%,其中,75%的消费者有收集全系 列谷子的需求。而黄金品牌通过跨界联名,能够将被誉为"塑料黄金"的IP谷子,升级为兼具投资与情感功能的"真金白银"。 这场传统贵金属与二次元文化的碰撞,不仅是消费场景的重构,更是黄金行业从"保值工具"向"情绪容器"进化的关键转折。黄金消费持续疲软下,金店们 如何靠IP破局?"黄金谷子"到底好不好卖?雷报希 ...