Tanabata Will Not Sell As Much As Half Of Western Valentine'S Day.

As a matter of course, many businesses have launched a series of promotional cards, but the heat is less than Western Valentine's day.

Another day is the 7th day of the seventh month of the Chinese lunar calendar, the seventh day of Chinese Valentine's day.

In recent days, journalists have visited the May 1 business circle in Changsha. Although businessmen have hyped up the Tanabata Festival atmosphere in advance, it is also a "sweet economy". The "heat" of Qixi Festival seems much less than that of Western Valentine's day in February 14th.

In the hearts of many citizens, there is no special feeling about how to celebrate Tanabata Festival, and the theme of Tanabata sales promotion is not even as lively and eye-catching as "summer special sale".

This year's Tanabata Festival is on Thursday August 23rd, so some businesses launched some planning activities in advance from August 17th, but overall, the Tanabata market is still weak.

The day before yesterday, reporters visited several shopping malls in downtown area, and found that due to the weekend, the number of shopping malls increased significantly.

But it seems that the relationship with Qixi is not big. Instead, the bustling "summer sale and clearance" has become the theme of the shopping mall, which is quite different from the promotion of Valentine's day in February 14th this year.

The reporter is seen in music and city, it is almost impossible to find the elements of the sales promotion in the seventh eve of the Seventh Festival. Instead, it is a large number of big ads that have been sold out in the summer five.

Miss Yao, a staff member of Lok Ho City, said that the concept of "Valentine's Day" on Valentine's Day was slowly being accepted by people. Shopping centers also launched small activities such as giving gifts and visiting shops.

ZARA and other main stores do not have any preferential activities for Tanabata, and marketing focuses on summer promotion.

Roses are the two gifts to express love, and the price naturally goes with the market.

Yesterday, a staff member of a chain flower shop in Furong Road told reporters that the price of a rose would be 4 yuan on that day. When Tanabata Festival would be up to 8 yuan, it would be far worse than the 12 yuan to 15 yuan sold on Valentine's day in February 14th this year.

"The roses sold on Western Valentine's day last year are probably five or six times as much as those on the seventh day of the seventh lunar month."

How do ordinary citizens react to Tanabata? Reporters interviewed several couples randomly.

Lin Hui, a sophomore majoring in journalism at Central South University, said that the first thing to think about the Tanabata Festival is that the cowboy and the weaver girl are sad and beautiful.

Is it too bad to pass the Tanabata?

The same is Valentine's day, also originated from the faithful love legend, but why people pay attention to such a big difference? After random interviews, reporters learned that many of the hearts of the people still have Cowherd and Vega love is not happy, Tanabata unlucky idea.

Huang Zhili, a senior student in the chemistry major of Central South University, made clear that the seventh day of the seventh lunar month, "the Cowherd and the Weaver Girl" were two times separated by the Tianhe river.

I like the love that is everlasting and old.

His statement represents many people's views.

At the same time, some members of the public simply don't know which day is Tanabata Festival. Mr. Zhang, who works in public institutions, said that if he hadn't mentioned it, he wouldn't know which day was Tanabata.

"At the beginning of July, seven will have to check the lunar calendar to know the time. It's too much trouble."

The hot July and August is the selling season of businesses. For those businesses that have festivals and festivals, the business opportunities of Tanabata do not want to pass.

But comparatively speaking, the development of Tanabata Festival is far less than that of Valentine's day.

Cui Xiangdong, vice president of friend group, believes that this is related to seasonal influence: in February 14th, Western Valentine's Day is generally close to traditional Spring Festival, which is a peak season for consumption and a holiday atmosphere. While Tanabata is at the hottest days, it is a low consumption season, and consumers' desire for shopping and consumption is greatly affected by hot weather.

Moreover, affected by the season, the flagship of the Tanabata Festival Promotion.

And jewelry, while Valentine's day has a wider range, including cosmetics.

Bags and so on.

And folklore experts believe that Valentine's Day is not the same as Valentine's day.

Tanabata Festival is a celebration of the loyalty and persistence of the Cowherd and the weaving girl.

Therefore, the Tanabata Festival can also be called the husband and wife Festival.

Valentine's Day is Valentine's day, love is more lively than itself, so Valentine's Day is more lively than Qixi Festival.

Some people believe that Chinese traditional culture is more implicit and expresses love tactful, so the Tanabata will not be too publicized.

Professor Wei Jianmei of Hunan Normal University thinks that from the perspective of society, Chinese traditional festivals are more public and universal, and western festivals have strong personal meanings.

Traditional festivals need commercial packaging

Lin Hui, general manager of Le & amp; Cheng, said that the consumption ratio driven by Tanabata Festival and Valentine's Day is about 1: 2.

In his view, "propaganda is not enough, has not yet formed a habit" is the main reason for the heat of the seventh day of the Seventh Festival.

"Qixi Festival has to be heated up without commercial promotion and social concern.

Later, it will be fine! "Lin Hui is confident of making the biggest Tanabata market.

In fact, compared with last year, this year's Tanabata sales promotion in addition to the war of discount, more emphasis on cultural elements.

In addition to the special launch of cultural marketing "loud talk" activities, friends of Asia Group, customers from six stores in Changsha area, during the period from 17 to 23, can get a value of 199 yuan to express their gift package by giving voice to their favorite TA.

Wangfujing and the new world have held blind dates and friends associations to enrich thematic activities.

In the context of market economy, whether it is Western Valentine's day or Christmas, the main promoter of the festival economy is businessmen.

Compared with the market appeal of Western Valentine's day, Tanabata Festival has a long way to go for Chinese traditional festivals.

Yin Yuanyuan, director of marketing department of Hunan University of Commerce, believes that holiday economy is not a simple combination of festivals and business. "Holiday marketing also needs cultural support, so it will not be too thin to have continuity."

In Yin Yuanyuan's view, an important reason for the cold shoulder of Tanabata Festival is that there is no uniform and suitable carrier for young people's activities.

On the Western Valentine's day, love and men send flowers and chocolate to each other. Such a carrier is simple and romantic, but on the seventh day of the Seventh Festival, there is no carrier that is accepted by young people nowadays.

Traditional festivals are undoubtedly an important carrier of China's cultural industry. However, few people have studied consumer psychology. Few people have studied the era of entertainment forms. Few people devote themselves to the development and packaging of China's rich and unique cultural resources and turn them into commodities of world cultural consumption. Therefore, what we see is the impact of foreign festivals on our Chinese market.

If the traditional festivals such as Tanabata, Dragon Boat Festival, Mid Autumn Festival and so on can flourish, a theme of each section will play a great role in stimulating consumption and stimulating economic growth.

We look forward to packaging the cultural resources with traditional national characteristics to the world instead of worrying about the loss of our national cultural resources.