Nowadays, fireworks enthusiasts have formed a consensus on many issues, such as when it comes to crises, everyone will think of safety and environmental crises. In fact, the crisis that everyone is talking about is not a crisis at all, because it has already aroused vigilance. The true crisis is a crisis that you cannot defend against, but always takes your life.

When Nokia was in the limelight, it thought the so-called crisis was its competitors Samsung, Sony Ericsson, and Motorola. So it desperately developed a good phone, constantly improving its appearance, enriching its functions, updating its style, enhancing its quality and performance, and achieving its brand, quality, and reputation ************. But in the end, Nokia died, and on his deathbed, he realized that it was not the hardware that killed him, but the software (Android system) that it had never realized.

The fireworks industry is currently in a slump, and governments at all levels are desperately encouraging us to produce safe and environmentally friendly fireworks. They tell us that as long as we make our products safe and environmentally friendly, there will definitely be a market and development. But is this really the case? I personally believe that safety and environmental protection must be done, as they are the cornerstone of survival. However, attempting to use safety and environmental protection to pry open the market is pure fantasy, and at least it is impossible to achieve it in the short term. Besides, nowadays, when ordinary people buy fireworks, who will constantly question whether you are safe or not? After setting off fireworks, who will complain that you are not environmentally friendly?

Where is the real crisis?

I think the crises that should be truly vigilant are the crisis of the decline of customs and the crisis of consumption gaps. You put in a lot of effort to make the product safe and environmentally friendly, only to find that everyone stopped playing with it, and in the end, you had to spurt blood and die.

1、 The Crisis of Customs

Currently, over 90% of domestic fireworks and firecrackers are used for customary consumption. What is customary consumption? Customs consumption refers to the purchase and consumption of goods during holidays, weddings, funerals, weddings, opening ceremonies, and other occasions. People setting off fireworks and firecrackers at this time is neither an appreciation of art nor a search for excitement. Essentially, it is a need for customs, rituals, and face preservation.

1. What is the crisis of customs

The custom of setting off fireworks and firecrackers during holidays is now widely criticized. Firstly, the government does not encourage it. Nowadays, everyone talks about the green economy. The green economy itself is a big lie, because you cannot use the most polluting industries such as cars and industries to cut corners, so you can only bully the weak. Fireworks and firecrackers are one of the "weak" ones. Nowadays, large and medium-sized cities are following the trend of banning fireworks, and official media are promoting the old customs of setting off fireworks and firecrackers; The second is that public opinion is declining. When I was writing "Fireworks and Firecrackers, the Hardest Business in the World", I searched on Baidu for "Prohibition of Fireworks and Firecrackers" and found 236000 related results, with titles with the same name accounting for more than 90%. However, when searching for "Protection of Fireworks and Firecrackers", "Protection of Fireworks Culture", and "Development of Fireworks Culture", there were almost no titles with the same name. Instead, the news that came out was about the prohibition of fireworks, indicating how terrifying the public opinion environment in this industry is; Thirdly, young people do not buy it. The young people who have grown up in the new era have no childhood memories of fireworks and do not understand the so-called customs and rules. They grow up in a rich and colorful world with various entertainment methods, and this noisy and dirty fireworks are too unattractive to them.

From any of the above perspectives, the custom of fireworks and firecrackers is besieged on all sides. Deep cultivation and meticulous cultivation in this market can indeed yield short-term benefits, but in the long run, it will undoubtedly die because it will eventually shrink. I have been observing for the past two years and found that everyone is still desperately promoting the custom of fireworks! The reason for this complacency is precisely the chronic poison that causes the death of firecrackers. Customs are drooping old, and if you still cling to its thighs like this, are you going to die together?!

2. What are the negative effects of fireworks and firecrackers in customs

Fireworks are a form of night sky art, and their beauty only shines brightly against the backdrop of darkness. However, in recent years, with the sharp decline in the professional fireworks market and the decline in consumption among officials and wealthy groups, we have found that the fireworks we consider beautiful have lost the opportunity to showcase their beauty in the vast night sky.

I have recently consulted many professionals who have told me that in our country, the proportion of fireworks and firecrackers set off during the day is astonishing at over 60-70%. That is to say, the fireworks art that we often talk about, the beautiful "night sky elves", are mostly only used as a ritual and tool in a custom activity, and are consumed in the white sunlight.

365 days a year, but Chinese people only set off fireworks at special moments (such as weddings, funerals, weddings, and holidays). Among these special activities, only on New Year's Eve is the night when fireworks and firecrackers are set off, which is called "Opening the Gate of Wealth" or "Closing the Gate of Wealth". However, in general customary activities such as marriage, further education, business opening, funerals, and other important moments of life and family, as well as special festivals such as Qingming, Dragon Boat Festival, and Mid Autumn Festival, people are accustomed to setting off fireworks and firecrackers during the day to show solemnity and liveliness.

The traditional consumption of fireworks and firecrackers does not require high artistic requirements, as long as the sound is loud enough and the number of shots is high enough, and they are placed with an atmosphere and face. The biggest negative consequence is that there is a lot of smoke and noise, and there is no

Without any artistic beauty. And this type of fireworks that only pollutes but lacks art is rampant, which will only lower people's overall liking for fireworks culture, encourage negative public opinion, exacerbate the economic downturn of fireworks, and ultimately affect the sustainable development of the entire industry.

2、 The Crisis of Chronology

From the rural area where I grew up, it can be seen that children nowadays have less and less time and opportunities to be exposed to fireworks. Looking back on the childhood of our generation, which one did not spend it in the "flames of fire". We would tear down a string of whips, such as wiping, throwing, and flying monkeys, and even unscrew the gunpowder inside, then pour it into a row and ignite it. I even tried biting half of the cannon into my mouth, and there was a loud "coaxing" sound as I took a bite, leaving my mouth full of sand. At that time, there were still older children carrying thunderous cannons to fry fish, while we followed behind with a bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang bang. However, nowadays and now, these childhood memories have long been lost in our lives. Apart from attending tutoring classes, rural children watch TV, play with computers, and play with fresh and trendy toys like urban children. Who is still interested in those dangerous and boring fireworks? Even if you want to play, which parents would allow modern only children?

Let's take a look at the current city. The streets and alleys are filled with slogans prohibiting and limiting the release of fireworks and firecrackers. When your store opens, hang a whip at the door and within two minutes, a majestic team of city officials will arrive. Children in modern cities either rush around in various tutoring classes or sink into mobile computer games. Who gives them the opportunity to buy fireworks, and who allows them to play with those dangerous things? In other words, even if you allow him to play, aren't fireworks and firecrackers weaker than those fresh and modern toys?

When this generation of children without "fireworks memories" in their childhood grow up, how will they view the noisy and chaotic fireworks and firecrackers during holidays? I don't know how many people have never eaten Zongzi on the Dragon Boat Festival, moon cakes on the Mid-Autumn Festival, or dumplings on the Spring Festival. What strange thing is it for future children not to set off fireworks during the Chinese New Year?

So I said that the consumption of the era will be the biggest crisis that all fireworks enthusiasts will face.

3、 Solutions

In my personal opinion, whether it is a crisis of customs or a crisis of dating, it is essentially a crisis of functionality.

What is a functional crisis? It is a crisis in the functionality and function of a certain product at a certain historical stage, such as a 20th century watch. After the emergence and popularization of smartphones, watches as time monitors began to face a survival crisis, as new and better "time display" phones had completely replaced their functions. Not only that, phones could also make phone calls, send text messages, play games, watch movies, and listen to music. Logically speaking, 'outdated' watches are meant to say goodbye to the world. But in the end, it overcame difficulties by adjusting its functional positioning and gained lasting vitality. So much so that the watch we see today is no longer a simple time display, but a symbol of identity, taste, and face.

The crisis that fireworks and firecrackers are currently facing is essentially no different from the watch crisis of the 20th century. It is that as a customary item, they have increasingly shown a crisis of aging and shrinking. In this context, he must quickly explore and adjust functions to adapt to changes in the times and seek new incremental markets.

So what functions can fireworks replace traditional customs, and what markets can compensate for the shrinking market of customs? Personally, from a functional perspective, the artistic and entertainment functions of fireworks have not yet been fully realized. From a market perspective, the market for young people is a hungry and promising market.

4、 How to amplify new features (making young people fall in love with fireworks)

1. Developing marketable products for young people

How to leverage the market for young people? The first step is to research and develop marketable products. At this year's Liuzhou Fair, fireworks planner Feng Xiang also mentioned the topic of young people, and his answer was to present a fashionable and dynamic racing element fireworks. Earlier, Mr. Liu Donghui also posted an article at Fireworks House stating that young people nowadays do not dislike fireworks. In fact, they are crazier than anyone when it comes to playing with fireworks. The problem is that the market has not given them a choice! Who's to blame for not wanting you?

Nowadays, young people like fresh, exciting, romantic, and adventurous things, so we need to invest more energy in developing these things.

I don't know if my friends are paying attention. Recently, a new interactive fireworks called "Shake the Fireworks" has appeared in the market. Its inventor is Mr. Liu Xiaoqiang, the first person in China to develop a combustion control system. Strictly speaking, 'Shake Fireworks' is not a product, but a brand new fireworks gameplay. When you buy a set of fireworks, the igniter is the phone in your pocket. As long as you shake your phone a few times, a segment of arranged fireworks in the distance will soar into the air.

This is a type of fireworks that integrates modern technology, is rich in experiential fun, and greatly satisfies consumers' playful mindset. Its market segment directly targets young consumers, making it very suitable for young people to entertain and play cool.

For example, the most fashionable way to propose to a wealthy and handsome couple nowadays is to drive a supercar, set up a rose on the ground, hold a carat diamond ring in your hand, be affectionate, and kneel on one knee... don't you think there's still something missing? If he still takes out a phone, gently shakes it, and a fireworks scene rises with music... Proposing under the beautiful fireworks is not only fresh, romantic, but also particularly exciting. Not to mention the female lead, even bystanders would die of envy. If this kind of thing is well planned, why worry won't it become a hot news search on Weibo, WeChat, and major portal websites? If you plan several such activities in well-known universities and large scenic spots, why worry about not attracting the attention of young people? In fact, it's not just about proposing marriage, young people paying respects to their elders' birthdays, and friends engaging in outdoor Prats can all use "shaking fireworks" to create surprises unexpectedly.

I have had the opportunity to discuss shaking fireworks with Mr. Liu Xiaoqiang multiple times, and ultimately agreed that traditional handmade ignition fireworks are likely to be replaced by this interactive and modern technology based gameplay in the future. Of course, the so-called "playing fireworks" does not only refer to this item, but actually refers to fireworks with similar thinking patterns. I am not engaged in technology, and I suggest that knowledgeable individuals consider and innovate from these perspectives.

2. Relieve policy constraints for children's market

In the past few days, I consulted many professionals who said that in Japan, Canada, and most Western countries, low-risk toy fireworks can be proudly placed on the shelves of convenience stores. In our country, children's fireworks must wait until the Chinese New Year to have a chance to buy them, and they must also be purchased at rare formal retail outlets. Where can popularization start with such poor channels?

I personally believe that in order to leverage the market for children, one important task is to promote policy loosening and allow low-risk fireworks products to be sold in supermarkets and convenience stores. In this way, toy fireworks can be sold on a regular basis, not only extending the sales season and increasing the market share, but also helping to cultivate children's interest in fireworks.

3. Explore new operational models

A. Cross border cooperation

The consumption in China's marriage market is astonishing, and the fireworks industry's marriage themed fireworks seem to be also very popular. As a result, I often fantasize that fireworks companies have marriage products, and wedding companies control the marriage market. Why can't the two be integrated? Firstly, the traditional wedding company's service content is simple, just preparing for the wedding for the new couple. Nowadays, with so many singles, why not provide a full chain of marriage services? Starting from strangers, plan a couple to meet (hold a large-scale "fireworks blind date"), then plan their proposal, and finally end with a romantic and beautiful "fireworks wedding" - this is not a romantic plot unique to Korean dramas. There are now 30 million singles in China, with countless leftover men and women. This full chain, packaged romantic service should have a great market.

B. Network platforms and the application of new media and digital technologies

The fireworks industry is still in its primitive state in terms of business management and marketing promotion, and is not good at utilizing emerging things for its own use. Nowadays, network platforms are so open, new media, and new digital technologies are so developed, but fireworks companies are still searching for traditional channels.

1. The application of network platforms. In the past two years, WeChat, Weibo and other self media platform tools have become popular. However, many enterprises do not attach importance to the use of these new media tools. Some enterprises do not even have their own WeChat official account, or they are also extensive. They send self congratulatory messages every six months. Enterprises with a vision should not only build and sort out their own network image (such as official website, official WeChat, certified official account, Baidu encyclopedia, historical network resources, etc.), but also carefully operate. They should not only try to master their own new media tools, but also pack and operate WeChat official account for their dealers or direct customers, with positive fireworks image and instant product information, Vertically push to consumers in the main sales location.

2. Armed sales terminals with new media and digital technologies. For example, many companies have started promoting the digital feature of "Scan and See Effects". Consumers can immediately view the product's display effect video by opening WeChat and scanning the QR code on the product packaging; For example, arming multimedia display and digital sampling technology to sales terminals or the company's own direct stores, using a giant screen TV to comprehensively display the company's image and watch the display effect of each product.

3. Plan and produce a batch of novel and interesting fireworks themed micro movies, dynamic images, and emoticons for dissemination on social media platforms such as WeChat, Weibo, and Momo. For example, Fireworks Gong Zhi Youth Xun Junyuan once designed Fireworks emoticons. If professionals were to do this, the effect would definitely be greatly improved. In terms of micro films, the "Go Home" shot by Zhongzhou Fireworks last year was also a high-quality work, but its dissemination platform is very limited.

C. Exploration of Young Brands

Nowadays, most fireworks companies focus on traditional market layouts, but I firmly believe that with the changing times, a group of fireworks brands specifically targeting young people should emerge. These brands were founded by young people, using new subversive and internet thinking to create fireworks, developing marketable creative products for young people, and putting trendy and fashionable packaging on their products. They are marketed and promoted on platforms where young people live (such as major portal websites, popular mobile customer terminals, cinema screens, fashion trend event venues, etc.), popularizing new ways of playing fireworks and promoting new lifestyles for young people. Learn to use internet tools, learn to create topics (such as the current popular "lost wine", which is actually a form of topic marketing), actively cultivate the "eyeball economy" and "fashion economy", and add fashion wings to traditional culture.