New Year's Day or the next "fall" of the traditional festival

Marx had a famous assertion that Savage conquerors were always conquered by the higher civilizations of the nations they conquered. Nowadays, traditional festivals are often eroded by internet culture, but it is hard to say that the latter must be higher than the former.

"11.11 has been a simple beautiful not cut hands of Singles Day"

The disruptive changes brought about by the Internet culminated in an autumn in China: 11.11. The 1.3 billion Chinese who have invaded the national network to buy the carnival seem to have forgotten the meaning of the holiday: Singles Day! Although there are still "people with lofty ideals" to save the traditional "Singles Day" and Shout, but the internet culture like "the Historical Tide Mighty, Shunmo, Shang," The trend of traditional festival culture has been losing its retreat is clearly a foregone conclusion.

"A long time ago, November 11 is a simple beautiful do not chop hands of Singles Day, then I and my wallet June also love each other, small red xiaoming still in my side, now ~ ~ Under the Siege of the electric business lunatic, this day in addition to chop hands can only God station?" 11.11 My Singles Day! " Faced with the deprivation of Singles Day benefits, some netizens have complained online. "November 11, this is a really a bachelor holiday." Now, when you talk to others about your wish, others ask you if you double enough to buy. This special day is the "Bachelor" ridicule or take the opportunity to take off a single symbol, now is the internet era "electric business War", "Internet users Chop Hands", "logistics paralysis", "sales 57 billion Yuan", "break the American Record" day.

New Year's Day or the next "fall" of the traditional festival

However more "unfortunate" is, another traditional festival or will pour in the internet erosion under the "Fall": 1.1 New Year's Day!

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"1.1 Years of shopping in the United States Festival, women give themselves an account every year ...", there are media reports, the recent United States makeup electric dealer first three of the Hi Amoy launched the first woman exclusive online carnival, scheduled every January 1, to Hi Amoy as the representative of the large-scale beauty makeup electric website, declared "to give women a" beautiful "account" The largest annual sales promotion in the whole industry.

Unlike the 11.11 Singles Day sponsored by the civil society, 1.1 New Year's Day is closer to the real meaning of the traditional festivals. Many of China's statutory festivals are in the continuation of the historical and cultural traditions at the same time to be protected and carried forward, such a festival to people's lives brought passion, warmth, love. In the eyes of businessmen, it is more to see the unlimited potential of emotional consumption.

According to the introduction of Hi Amoy, the first "1.1 across the year to buy the United States" from the 0 point formally opened FIFA, only the January 1 day, 300 of the world's authentic beauty brand Carnival huge benefits, the entire court after a special discount of 268 to send more value than 268 yuan just need gifts. At the same time, fully consider the user across the year scene, special commitment to users download "Hi Amoy makeup Flash" app shopping can be donated 100 trillion mobile traffic packets. And app will also be rolling out 1 dollars an hour to snap up the world's 24-nation mystery. In addition, "Hi Amoy 1.1 cross-year shopping for the U.S. festival" also particularly considering the "social dividend", to encourage female users "gang" to create "women help", usually join the "women help" users can be 100% to obtain the prize benefits, on January 1 the day of each "woman help" will be launched the blood of the big PK, and finally according to "Women help" statistics, Cumulative shopping amount of the top three will be 100,000 yuan, 50,000 yuan, 20,000 yuan ranging from the Boudoir Honey Travel fund.

It is not difficult to see, in order to conquer the New Year's Day this traditional festival, hi Amoy early premeditated.

Cultural consumption behind the "cross-year purchase of the American Festival"

"To fully tap the commercial value of 1.1 years of cross-cultural culture, the early lifting of the company's power, the next alliances to create a woman exclusive online shopping festival, is a hi Amoy launched the ' 1.1-year shopping beauty festival ' intention." "Festival marketing is actually cultural consumption," said Sun Zhenkun, CEO of Amoy: "2005 Hunan satellite TV opened the national precedent, held the first inter-year concert in China, followed by major satellite channels to follow up, cross-year carnival has become a new generation of culture." At 0 o ' clock, the past year, whether it's all or boredom, all across the past, open a new page. In such a happy enough time, to create a mobile phone mobile end of the main electric business festival, very fit the needs of users and occasional.

The trend of the year is mighty, Electric Shang Festival homeopathy and for, hey Amoy as Hunan satellite TV and Alibaba jointly founded the Electric Business Company, its business sense of smell is not sensitive.

However, unlike the traditional commercial line under the festival promotion, the consumer's holiday culture is mainly the new festival culture, such as the cross-cultural culture, while the former consumption is completely traditional festival culture such as merchants will contend for 51, xi., New Year's Day.

Folklore experts: Cultural pluralism is the embodiment of social progress

"Singles Day" because of its "naked" the good meaning, this is the marriage registration day favored by couples. But in recent years the new people no longer get together to marry, in the electricity merchant's speculation, Singles Day has become a veritable "net to buy Carnival." Similarly, perhaps 35 years later, 1.1 is still the New Year's Day, but more people remember is a cross year to buy the United States carnival.

"Festival cultural pluralism is the embodiment of social progress", according to the internet "invasion" of the traditional festival, a folklore home in the line said. "Double 11" is not only a sign of the internet, but also a manifestation of China's influence on the world. Foreign media not only use the word "crazy" to sum up the purchase record of "Double 11", using "amazing" to describe the huge energy produced by "the world's largest net shopping festival", and see the rising of China's soft power behind the commercial carnival.

The public saw that the 2014, whether it is Ma Yun or horse, in the world stage shows the business intelligence, humanistic feelings. They have made a positive contribution to the promotion of the Internet spirit and to the Chinese enterprises going out.

At present, almost every family in China has a great connection with the online shopping, and the rural market in Zhejiang and Jiangxi is opened gradually in 2014. If the cultural connotation of "trans-year" can be deeply excavated, the American makeup electric trader "buys the American festival across the year" may be more splendid and more historic.