Core Viewpoint - The launch of the "Year of the Horse" zodiac stamps and related cultural products has successfully attracted the attention of young people, marking a significant shift in the traditional stamp industry towards a more dynamic and engaging cultural experience [1][2][4]. Group 1: Cultural Engagement and Innovation - The "Year of the Horse" zodiac stamps are the first in China's history to involve public participation in the design process, utilizing a dual-review system of public and expert evaluations [2]. - The stamps, named "Chiyue Hongtu" and "Wanjun Zhenfu," feature vibrant designs that symbolize progress and hope for national prosperity [2]. - The introduction of the "Wujia Ge" plush toy, based on the stamp design, has resonated with young consumers, leading to a rapid sell-out of certain styles [2][3]. Group 2: Market Trends and Demographics - The stamp industry faces challenges, including a declining collector base, with over 60% of stamp subscribers in Jiangsu being over 50 years old [4]. - The initiative to open design submissions to the public reflects a proactive approach to rejuvenate traditional stamp culture and attract younger audiences [4]. - Collaborations with popular games and events, such as the partnership with "Black Myth: Wukong," have generated significant revenue and interest from younger demographics [4][5]. Group 3: Transformative Experiences - The establishment of themed post offices and cultural activities has transformed traditional postal services into interactive cultural hubs, enhancing visitor engagement [7][8]. - The integration of local cultural elements, such as the "Meng Xiong" themed post office, showcases the potential for innovative cultural expressions through stamps and postal services [7]. - The future of stamps lies in their ability to evolve from static symbols to dynamic cultural experiences, leveraging modern technology and popular culture to connect with younger audiences [9].

Core Viewpoint - The traditional "broken sheet sales" model in the stamp market is outdated and no longer meets current market demands, leading to a decline in interest among collectors and consumers [1][19]. Group 1: Historical Context - The stamp market previously relied on the broken sheet sales model to create a sense of scarcity and drive demand [2]. - This model has inherent drawbacks, including a significant reduction in consumer and collector interest [3]. Group 2: Current Market Dynamics - There is a noticeable decline in demand for large sheets of stamps, resulting in a loss of interest among collectors [5]. - Sales of product albums and annual stamps have significantly decreased, with many collectors no longer renewing subscriptions [5]. - The price of stamps has not adjusted to market demand, maintaining an outdated sales model [6]. Group 3: Market Operations - The broken sheet sales model, once effective in attracting collectors, has lost its appeal due to changing market conditions [9]. - Aside from zodiac stamps, there are few new stamps that meet collectors' needs [10]. - The limitations imposed by the broken sheet and purchase restrictions have complicated the buying process and reduced interest among non-collectors [11][12]. Group 4: Future Directions - The true demand in the stamp market focuses more on practicality and collectible value rather than mere scarcity [14]. - Selling large sheets of stamps in full could reduce waste and better meet the needs of collectors, enhancing market activity [15]. - Adjusting the pricing structure and changing the sales model are essential considerations for the postal department [18].