Chongqing kites need to play a cultural brand

Every holiday, she carries her parents, daughters and daughters, and flies her kites on the outskirts of the Yangtze River in Nanshan. Although Chongqing is inland and mountainous, one year the kites released by Chongqing people have lost at least 10 million yuan. Unfortunately, this big cake did not allow a Chongqing manufacturer to share the embarrassment. Millions of markets are sold without production, and those who want to make more money are selling more exciting.

Every year sales have at least 1 million Lao Lan poetry to describe their own business is: rely on the Yangtze River, independent of the Yangtze River. He is a small businessman selling kites on Nanbin Road and has been selling for 13 years.

“This year the Pleasant Goat and Bear Bear are the most popular patterns. Children like the characters in these cartoons.” In the small clear and bright holiday, several major park squares in Chongqing will become Kite Grand View Garden. Although there is still a stock of cars, they are afraid to sell enough. Lao Lan still decided to continue making 60 kites.

The reporter walked along the main road with him and went to the flying kite line of Chaotianmen Changde Xinmei Market. This was the place where he insisted on purchasing goods for 13 years. Like Wang Jiawei’s movie, this 10 square meter shop is hidden behind it. The story of Chongqing kite.

As we all know, Chaotianmen's wholesale business is the closing business in the afternoon. However, from 2pm to 4pm yesterday, there were 4 hawkers coming to the kite line to replenish the goods. The closing of a few single businesses, the boss’s wife Xie Xuerong made an accumulative amount of more than 600 yuan.

“The official mass wholesale is just beginning. When you come to that time, I don’t have time to answer you.” Zhang Jun, the boss, said that the largest volume of goods to be taken each year is the low-end kites with a price of several yuan. Each year, the average spring issue is 200,000~30. Ten thousand, according to this estimate, there are a total of 4 kite wholesalers in Chaotianmen, Chongqing, and conservatively calculate that there are more than 1 million sales per year in Chongqing. The retail price of this kind of kites is about 10 yuan to 15 yuan, plus a set of plates and lines. Each trader can earn an average of 10 yuan. The Chongqing kite market has at least tens of millions of cakes each year.

Chongqing can fly kites in three seasons a year. "A lot of people are influenced by tradition and think that only the spring can fly kites." Zhang Jun said that although Chongqing is inland and mountainous, it is a breeze city with "qualification," but in Chongqing, there are three seasons. Can fly kites.

Between the beginning of the year and the Ching Ming period, it is the most well-known kite season, and the number of people involved is also the largest. Therefore, at this time, the quantity of goods for the middle and low-end kites is also the largest; it is equivalent to the spring flying environment, and there are 10 to November months. In the autumn, but this season is relatively small, and it is generally enthusiastic. In addition, the summer of July to August is the professional player’s carnival season. If you are lucky and you encounter a good night wind, Professional players usually come out to put a luminous kite, and luminous kites with the number of LED lights, the better the material, prices ranging from tens of dollars to thousands of dollars, are high-end products.

Retired people are high-end kite players. "In Chongqing, players who can consume high-end kites such as luminous kites and big kites are basically retired old people." Zhang Jun said that due to the fact that Chongqing did not form a climate for kite-flying, there are not many experts. The consumption of high-end kites is individual, coupled with the impact of online sales, the consumption of high-end kites is even more rare.

"Because of the large competition among manufacturers, they will also sell online at the same time they ship to wholesalers. Their big kites will usually be ten or twenty less than us." Yu Xuerong is distressed and counts freight and facade fees. The price of one's own high-end kites is really inseparable.

Taobao announced the latest month's data, a total of 40,000 people purchased kites on Taobao, and the sales of kites reached 50,000, an increase of 210% compared to the same period of last year. Many characteristic kites, such as “Light Kites” and “Stunt Kite” have become popular online shopping. .

Although there are tens of millions of market scales, it is a far cry from other places. “We are now planning to do our own processing. At the same time, the government-enterprise unit will sometimes find us, and it may be a bit of other income.” Zhang Jun said that several old colleagues are thinking about how to make the kite market in Chongqing even more effective. Big.

The production capacity, cost control, and online shopping killing Chongqing's kite makers' online shopping not only affect the wholesalers, Chongqing has an annual volume of millions of kites, but there is no such thing as a kite manufacturer.

“In the past, Li Jialuo still had seven or eight kite factories, but basically all of them were made of paper kites. When cloth kites became popular, they began to decline.” Zhang Jun recalled that due to the gradual development of the transport industry, cheaper The durable and easy-to-use fabric kites are selling well, and most of them come from the “Kite Capital of the World” Weifang.

In addition to being eroded by the tide, the capacity and cost control of Chongqing Kite Enterprises cannot be compared with Weifang.

“Weifang due to historical and cultural reasons, the government attaches great importance to the development of the kite industry, most of them are concentrated township operations, the rural surplus labor gathered together to kite, rural houses do not need to rent a factory, whether it is artificial or land is much cheaper.” Jun said that in the same period in Chongqing, no workers were willing to make kites. The manufacturer's cost could not be compressed. Coupled with the squeeze of online sales, Chongqing's kite manufacturers disappeared a few years ago.

A market without sales does not prevent the market from becoming bigger. The key is to see who sells more "smart".

Tens of millions of markets are sold without production and do not prevent the market from becoming big.

“Although Chongqing lacks a local kite manufacturing company, it can use a variety of approaches to enhance the added value of the Chongqing kite industry.” According to Tan Wei, dean of the Chongqing University of Radio and Television Economics Management, the key is to seize the cultural card. The reporter saw a kite with a price of 68,000 yuan on Taobao, which marked the world's longest love kite.

First, the regional culture kite does not have to be able to fly valuable Tan Gangqiang, director of the editorial department of Chongqing Venture Magazine, said: “Incorporating the Bayu culture into kite making, producing a fine kite gift and displaying local characteristics in Chongqing can indeed enhance kites. The value of the products will increase sales.” The kite crafts with regional characteristics can not only decorate the home environment, but also be a gift to present relatives and friends and promote the culture of the Bayu.

Second, personalized culture and DIY market customization and operability Zhang Jun said he plans to do their own processing, to show personalized features, exclusive custom high-end kite products, but also a new route. Existing kite products are more popular, so custom kites printed with their own photos and customized according to special needs can meet the needs of consumers.

Third, new profit growth point of corporate culture Zhang Jun told reporters, "There are units that engage in activities and sometimes find us." At present, some real estate developers use flying kites at the opening ceremony to create colorful heads for real estate sales. Many large shopping malls are decorated with kites and advertise kites on advertising.

Online Shopping Kite Crowd Ranking Provinces: 1 Jiangsu, 2 Shandong, 3 Zhejiang, 4 Hubei, 5 Guangdong, 6 Henan, 7 Beijing, 8 Shanghai, 9 Anhui, 10 Shanxi City: 1 Beijing, 2 Shanghai City, 3 Weifang City, 4 Suzhou City, 5 Hangzhou City, 6 Nanjing City, 7 Shenzhen City, 8 Tianjin City, 9 Xi'an City, 10 Tangshan City Kite Network Seller Area: Jinhua 1.50%, Nanjing 2%, Beijing 7%, Shanghai 9%, Weifang 71%

According to Taobao’s latest online shopping statistics, 70% of the kites in the country come from Weifang, Shandong Province, and the other 9.50%.