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]