During the day, he was a hip-hop hipster with a dirty braid in Sanlitun, and fell in love with Mr. Lu Xun in the chronological drama at night;

Lujiazui white-collar workers who wear handsome suits and high heels on weekdays may be frequent visitors to a Hanfu Culture Festival.

Not only in the strange circle of online celebrity shops stepping on pits and planting grass, but also punching cards in museums and squatting on archaeological blind boxes are "really fragrant".

These seemingly fragmented and contradictory aspects of life reflect the true portrayal of contemporary youth: every young man's chest is more or less beating with a heart that spans five thousand years in China.

When the traditional culture was picked up by the new youth, the market also set off a wave of "national tide" directly. Big data also supports this trend: young people are embracing traditional culture.

In May of 20021,the report Baidu 202 1 National Tide Pride Search Big Data showed that the search popularity of "National Tide" related content increased by 528% in ten years, and now the market has entered the era of National Tide 3.0. Some high-quality domestic brands have completed brand upgrading in ten years, which really affects young people's consumption choices.

Source: Baidu 202 1 Guochao Pride Search Big Data

How far-reaching is the impact? Consumption data proves everything. Young people know better than anyone what is the truth that "if you like it, you will be wild, and if you love it, you will spend money to buy it".

The issue of 13 1 1 has ended. According to Tmall data, the total GMV of this year's Double Eleven Tmall platform is 540.3 billion, and its China fashion, time-honored brands and non-legacy related products are extremely eye-catching.

1 65438+1October1In the first hour of the first wave of sales, the sales of 20 cutting-edge national fashion clothes increased by nearly100%;

The Hanfu market continues to be hot, and the sales volume of Hanfu brand XIII in the first hour of the first wave of pre-sale is 2.7 times that of the same period last year;

After 00, the number and amount of people consuming pens, ink, paper and inkstones increased by more than 100% year-on-year, and the sales of "antique-grade" old brands such as Rong Baozhai, Shanlian Lake Pen and Li Tinggui doubled year-on-year;

Nearly 100 museums participated in the Double Eleven this year. On the first day of sale, the museum's cultural and creative products ushered in an outbreak, with a year-on-year surge of more than 400%.

Soul's survey of users in the station also confirms this point. According to the "Soul" Z Generation Double Eleven Consumer Behavior Report "released by Soul, four of the 10 Z Generation prefer to buy domestic products.

Source: Soul of Justice Research Institute

Traditional culture not only invades the daily life of contemporary young people, but also provides an alternative "employment guide" for young people to choose jobs.

Post-90s Generation and "Antique"

/kloc-Mr. Hou, born in 0/990, is a Shandong guy who is not good at words, but when talking about his career in cultural relics restoration, the lines are full of "love".

In 20 16, the documentary "I am repairing cultural relics in the Forbidden City" was broadcast, and several cultural relics restorers in the Forbidden City became popular on the Internet, attracting countless fans. For the first time, the "cultural relic restorer" walked from behind the scenes to the stage and received public attention. However, on 20 14, when Mr. Hou entered the profession, the "cultural relic restorer" was still invisible in the professional market. It can be said that Mr. Hou and the restoration of cultural relics are really "seeing each other at a young age."

Source: Soul User Homepage Screenshot ID: Cultural Relics Restorer

Mr. Hou graduated from decorative art design of Qilu University of Technology on 20/0/3. At a job fair in Beijing on 20 14, he happened to notice the unusually unpopular profession of "cultural relic restorer". For Mr. Hou, who likes history, likes visiting museums and has a foundation in design and painting since childhood, his first instinct is that this job should be suitable for him. Mr. Hou submitted his resume without hesitation and successfully joined the company, starting his "antique" career.

"Going to the museum to repair cultural relics" is the spiritual utopia of many young people, but few people practice it. Because in this society that attaches great importance to high "ROI", the restoration of cultural relics is a chore with low cost performance. Compared with the high professionalism and difficulty of restoration, the average salary of cultural relics restorers is not considerable.