Tem­ple fairs can help ‘sell’ tra­di­tion to next gen­er­a­tion

China Daily (Canada) - - WORLD -

toys based on mo­bile games, such as dolls based on the char­ac­ter in Travel Frog, be­came bestsellers at the tem­ple fairs held in many cities. Red­net.cn com­ments:

Travel Frog dolls are just one of the bestsellers at the fairs based on mo­bile games. The ven­dors at tem­ple fairs al­ways sell dolls of the most pop­u­lar car­toon fig­ures, from Peppa Pig to Pleas­ant Goat and Big Big Wolf to the frog of to­day.

But the strange thing is, the same dolls do not sell as well on­line. In an age when on­line shop­ping has be­come the most pop­u­lar way to buy stuff, this is rather rare.

Yet tem­ple fairs grant peo­ple unique ex­pe­ri­ences that on­line shop­ping plat­forms lack. Peo­ple can feel the at­mos­phere, see the toys for them­selves and have fun at the fairs.

The tem­ple fairs are part of tra­di­tional cul­ture and as such cre­ate a feel­ing of his­tor­i­cal con­ti­nu­ity. It can be said that the ven­dors at the tem­ple fairs are sell­ing not things but feel­ings.

That is a won­der­ful, ir­re­place­able cul­tural ex­pe­ri­ence that peo­ple can­not get any­where else.

On­line shop­ping is see, click and done, so there is no real emo­tional sat­is­fac­tion from the process. That is why many peo­ple are re­turn­ing to brick­sand-mor­tar stores.

It is why the claw crane ar­cade ma­chines are so pop­u­lar. Although peo­ple know that grab­bing a doll is un­likely, they still en­joy it. The rea­son is that the game ex­pe­ri­ence is more re­ward­ing than the po­ten­tial prize. Sim­i­larly, although peo­ple pay more to buy the mer­chan­dize on sale at tem­ple fairs than they would buy it on­line, the ex­pe­ri­ence of the once-a-year tem­ple fair is what is val­ued the most.

In a word, on­line shops can­not to­tally re­place off­line re­tail stores, es­pe­cially those with cul­tural el­e­ments and unique shop­ping ex­pe­ri­ences. But in or­der to pros­per in the age of the in­ter­net, off­line shops must learn to adopt on­line el­e­ments too.

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