探访北京图书订货会：直播间成"标配"，鲁迅周边受追捧 中新网北京1月8日电(记者 上官云)8日，2026(第38届)北京图书订货会拉开帷幕。本届订货会以"谋新篇 开新局启新程，续写出版发行业新辉煌"为主题，有不少佳作亮相。 记者通过实地探访了解到，在这届订货会上，直播间依然是"标配"，十分常见，主播们兴致勃勃地介绍 着手中的图书，读者的参与感和体验感也得以增强。 人们走进订货会场馆。中新网记者 上官云 摄 文创产品人气旺 如果你喜欢各种文化IP和文创产品，那么很适合来今年的北京图书订货会逛一逛。在这里，不少出版社 都设立了专门展示文创产品的区域，吸引了一个又一个参观者前来打卡。 此前，"鲁迅同款毛背心"相关话题曾登上热搜，该毛背心由人民文学出版社旗下文创品牌推出，在今年 的订货会上依然人气颇高。 在人民文学出版社展位，工作人员告诉记者，这次展示的文创展品涉及了衣食住行等多个方面，最火的 是"鲁迅系列"文创产品，有毛背心、外套、围巾等。此外，还依据鲁迅笔下的文学符号，以"闰土的钢 叉"为原型，做出了毛绒玩具。 值得一提的是，这届订货会专门设立跨界文化产品展区，覆盖非遗文创、IP周边、文博文旅等品类，让 参观者在 ...

Core Viewpoint - The "Lu Xun-style wool vest" has gained significant popularity, becoming a trending topic online, with notable figures like author Mo Yan wearing it, highlighting its cultural relevance and appeal [1][3][10]. Group 1: Product Overview - The wool vest is a cultural product launched by the cultural brand under the People's Literature Publishing House, named "The Wool Vest of the Great Teacher" [3][4]. - As of now, the vest is in a "pre-sale" status on an e-commerce platform, with over 500 units sold from one store alone, and total sales exceeding 1,000 units across different channels [3][4]. Group 2: Inspiration and Development - The design inspiration came from a classic photo of Lu Xun wearing a wool vest, which led to research into its historical context, revealing that it was knitted by Xu Guangping, Lu Xun's partner [5][8]. - This is the first time the brand has developed a clothing item in the Lu Xun series, previously only producing T-shirts [5][8]. Group 3: Market Reception and Future Plans - The vest was well-received after its launch in March, and it gained further attention during the Shanghai Book Fair in August, particularly after Mo Yan tried it on and expressed his liking [8][10]. - Future plans include developing a wool version of the vest and offering a looser fit to cater to consumer preferences [8][10]. Group 4: Cultural Significance - The popularity of the vest is attributed to Lu Xun's high recognition and charm, as well as the novelty of the product within the cultural merchandise category [10]. - The vest is part of a broader "Lu Xun series" that includes various products inspired by literary symbols from Lu Xun's works, aiming to resonate with contemporary aesthetic and cultural demands [10].

Group 1 - A replica of Lu Xun's wool vest has become a surprising bestseller at the 2025 Shanghai Book Fair, driven by a surge in interest from young consumers and endorsements from notable figures [1] - The vest, inspired by a classic image of Lu Xun, was originally knitted by Xu Guangping in 1926 and has been accurately reproduced by the "Humanities Treasure" brand, utilizing modern techniques to fit contemporary wearing habits [1] - The product has exceeded market expectations, selling over 600 units at a price of 166 yuan, and has become the top-selling cultural shirt on the Taobao platform, with a pre-sale model initiated for delivery within 15 days [1] Group 2 - The success of the Lu Xun vest reflects a broader trend among publishing institutions exploring the "publishing + cultural creativity" model, with many publishers forming specialized teams to develop systematic and differentiated cultural products [1] - However, the journey of cultural product development is not without challenges, as the director of the cultural creativity department at the People's Literature Publishing House acknowledges that the popularity and audience base of classic IPs are crucial for success [2] - The industry recognizes that successful cultural products require deep "secondary creation" rather than simple replication of cultural relics or IPs, emphasizing the need for designers to connect original stories with contemporary consumer needs [2]

Core Insights - The 2025 Shanghai Book Fair concluded with a significant increase in attendance and sales, reflecting a growing interest in literature and cultural products [1][2][3] Group 1: Event Overview - The Shanghai Book Fair covered approximately 42,000 square meters, creating a vibrant atmosphere for literature enthusiasts [1] - The event attracted over 382,000 visitors, marking a year-on-year increase of 28.4% [2] - Total book sales reached 64.727 million yuan, representing a 31.6% increase compared to the previous year [2] Group 2: Cultural Products and Trends - Sales of cultural products amounted to 10.17 million yuan, showing a remarkable growth of 100.1% year-on-year [2] - The popularity of literary-themed merchandise, such as bags and apparel, indicates a trend where young consumers seek cultural identity through creative products [2] - The integration of classic literary elements into everyday items is seen as a way to enhance reading interest, although further exploration is needed to deepen this engagement [2] Group 3: Reader Experience - The affordable ticket prices of 10 yuan for daytime and 5 yuan for nighttime sessions provided a sense of ritual for attendees [3] - The event facilitated meaningful interactions between publishers and readers, enhancing the overall literary experience [3] - The diverse range of cultural activities, including lectures and book signings, contributed to a richer engagement for attendees [3]