来源：人民日报 豫东平原的麦苗刚返青，风里还带着些许寒意。走进河南开封朱仙镇赵庄村，空气的味道却截然不同 ——那是一股醇厚清冽的松烟墨香，盖过了旷野的寒意，直往人心里钻。 这里是国家级非遗——朱仙镇木版年画的活态传承基地。在这个被誉为"年画村"的地方，春节的热闹虽 已过半，但属于赵庄人的"忙年"却远未结束。一张张红纸，正在这里演绎出一场关于乡村产业的静水深 流。 推开一扇半掩的木门，冬日暖阳斜斜地打在满院的梨木板上。 国家级非物质文化遗产代表性传承人张廷旭，戴着老花镜，拇指死死抵住刻刀，在坚硬的木质纹理间游 走。刀锋过处，木屑卷起，线条流畅如水。 在景区经营年画小店的90后传承人张一，正忙着盘点节后的库存。与父辈们"赶集摆摊、看天吃饭"不 同，她靠的是精准的商业嗅觉。"以前是人找画，现在是画找人。一个春节下来，收入能顶过去半年。" 这并非个例。调研数据显示，2025年，赵庄村带动周边区域开展研学8万余人次，仅此一项就实现销售 收入110余万元。整个产业年产值更达4000余万元。 漫步村中，会发现这里的墨香里混入了"新潮"的味道。 在文创空间里，传统的秦琼、尉迟恭不再是唯一的主角。印着"雪人"形象的木版画成了游 ...

Core Insights - The 2026 "Lego New Spring" special event aims to boost consumption during the Spring Festival, with significant online retail sales reported [1] Group 1: Consumption Trends - The online retail sales reached 989.73 billion yuan as of February 8, 2026, indicating a strong consumer demand during the festival [1] - New forms of consumer engagement, such as cloud exhibitions and live streaming, have been widely adopted, enhancing the online and offline shopping experience [1] - Online service consumption has seen a rise, with online dining and travel increasing by 11.5% and 5.3% respectively [1] Group 2: Supply Quality and Product Offerings - There is a focus on enhancing the quality of supply, particularly in staple goods, while also expanding the availability of specialty and high-quality products [1] - Local brands and e-commerce platforms are collaborating to promote unique products like Su embroidery and organic tea, accompanied by green packaging and low-carbon delivery services [1] Group 3: Cultural Integration - The event promotes traditional culture by integrating intangible cultural heritage with online consumption, featuring activities that highlight folk culture and national creative products [2] - The sales of national trend products, such as qipao and crafts, have surged by 179.7% and 55.9% respectively [2] Group 4: Market Expansion - The "Silk Road E-commerce New Year" initiative aims to connect global markets, introducing international products while promoting Chinese New Year culture [2] - The main venue in Gansu has created a "Silk Road E-commerce New Year Goods Zone," collaborating with various regions to showcase imported goods and local agricultural products [2]

Core Viewpoint - The traditional woodblock New Year paintings from Kaifeng's Zhuxian Town, particularly the horse-themed series, are experiencing a surge in sales, driven by innovation and the involvement of multiple generations of artists [1][3]. Group 1: Industry Overview - The woodblock New Year paintings originated from ancient "door god paintings" and are a popular decorative art form in China, symbolizing blessings and good fortune [1]. - Zhuxian Town's woodblock paintings date back to the Tang Dynasty, flourished in the Song Dynasty, and reached their peak during the Ming and Qing Dynasties, being recognized as one of the "Four Great New Year Paintings" in China [1]. - In 2006, Zhuxian Town's woodblock paintings were included in the first batch of national intangible cultural heritage lists [1]. Group 2: Company and Artist Insights - The "Wantong Old Brand" in Zhuxian Town has 16 established shops, with Zhang Liansheng being the fourth-generation inheritor of this traditional craft, having dedicated over 60 years to the art [3]. - The production process of New Year paintings involves over 30 intricate steps, including material selection, sketching, carving, coloring, printing, and framing [3]. - Zhang Liansheng's son, Zhang Jizhong, and daughter, Zhang Yi, are also actively involved, with Zhang Yi's horse-themed series achieving significant online sales [3][4]. Group 3: Innovation and Market Expansion - Zhang Yi has creatively reinterpreted classic door god images into over 50 cultural and creative products, such as fridge magnets and phone cases, which are exported to countries like Japan, South Korea, and the USA [4]. - To cater to the aesthetic and cultural demands of younger consumers, Zhang Jizhong collaborates with research institutions to develop new designs, including over 30 new year painting varieties [4]. - The local woodblock painting shops are leveraging "Internet+" and collaborative models with government and enterprises to expand their market reach, establishing a comprehensive industry chain [4].

Group 1 - The core viewpoint emphasizes the integration of cultural tourism and local identity in Kaifeng, showcasing how the city's rich history and modern lifestyle coexist harmoniously [1][2][3] - The cultural tourism industry in Kaifeng has evolved from basic sightseeing to immersive experiences, reflecting a significant upgrade in offerings that cater to both tourists and residents [2][3] - The city's commitment to "all-region tourism" is evident in the systematic restoration of historical sites and the creation of ecological tourism routes, enhancing the cultural landscape [3][4] Group 2 - Continuous improvement in the business environment and government services has attracted numerous quality cultural tourism projects to Kaifeng, fostering innovation and development [4] - The integration of cultural tourism with value education is highlighted, as various attractions serve as platforms for imparting traditional values and fostering cultural confidence among visitors and locals [4] - The transformation of urban spaces, including historical districts and modern recreational areas, contributes to a vibrant community atmosphere, enhancing the quality of life for residents and the experience for tourists [3][4]