Younger generation seeks to enjoy a modern style of marriage ceremony
A groom helping his bride to finish her makeup before their wedding ceremony in Zhengzhou, the capital of Central China's Henan province.[Photo/China Daily]
BEIJING:
Wang Xiaoqiang, a 26-year-old white collar worker in Shanghai, doesn’t
really care that the Year of the Snake 2013 is not regarded as a
propitious year for weddings.
“I was told Lunar 2013 is not a good year to get married but that is something believed by elderly people,” said Wang.
According to the Chinese Lunar Calendar, there will be no
li chun
(the beginning of spring, one of 21 four-solar terms) during Lunar
2013. Some Chinese media have quoted Chinese experts as saying that it
is “feudal superstition” to say Lunar 2013 will be “a widow year”, which
means women who get married this year will suffer bad luck.
The
reality is the young generation do not take the traditional belief
seriously. Experts say there will be no significant effect on
wedding-related commerce in 2013.
Wang is busy with matters such
as booking pre-wedding photos and a video and looking for a place to
hold his wedding banquet for his nuptials in October.
“Many
people rushed to tie the knot on Jan 4, 2013, because they believe they
will love each other forever if they get married on that day. But news
reports said four couples who got married on that day have already
divorced. How do you explain that? That day is not in the Year of the
Snake,” Wang said with a big smile.
The pronunciation of 1314 (Jan 4, 2013) is similar to yi sheng yi shi (love
you for a lifetime), making it one of the most romantic days on which
to wed. There were 7,300 weddings in Shanghai that day.
Wang’s view is shared by He Lina, secretary-general of the Shanghai Wedding Celebration Association.
“Many
people have asked my opinion about the so-called “widow year” and the
possible effects on the wedding industry. What I want to say is it is
superstition without any scientific support and there will be no
significant impact on the wedding industry,” she said.
Looking
around China, it seems the wedding-related business is not being
affected by the “widow year”. Chinese media have already reported that
in Shenyang, the capital of Northeast China’s Liaoning province, and
Hefei, capital of East China’s Anhui province, wedding banquets to be
held during this year’s May Day Holiday and the National Day Holiday in
October are almost fully booked.
She admitted that there will be
fewer people getting married in 2013. However, she said it was not
caused by the “widow year”. According to He, there will be 100,000
people holding wedding ceremonies in Shanghai in 2013, compared with
120,000 in 2012.
“Many people born during the baby boom of the
1980s have already got married so there will be fewer people getting
married in 2013,” she added.
He said the Shanghai Wedding
Celebration Association forecast there would be lower demand in the
wedding-related markets. Businesses in the wedding industry have been
advised to up their game by improving service quality and presenting
more cultural elements in the planning process.
Compared with the
older generation who like to check the almanac to see which year or
which day is suitable for a wedding, the young generation are more
concerned with how to make the ceremony more memorable.
“We want to do something different and try to make it more impressive,” said Wang.
Having
attended several wedding ceremonies over the years, Wang said wedding
ceremonies are becoming predictable and too similar.
“You can
figure out what will be presented even before the wedding banquet takes
place,” said Wang. “The processes and content are so similar”.
To
ensure guests do not get bored, Wang said he plans to play a short film
before his wedding ceremony to introduce him and his bride. It will
last three to five minutes.
“We will tell guests who we are and
how we got to know each other. We will also want to share the happiness
we have enjoyed during our love affair,” said Wang. “We believe every
couple has a different story to tell, which can make the process lots of
fun”.
Short films have become one of the most popular wedding
services demanded by young couples in recent years. To ensure the best
outcome, some couples will invite short film producers to shoot films
overseas, paying all the bills themselves. The cost can be as high as
tens of thousands of yuan.
“Many people watch idol dramas from
Taiwan or South Korea so they have some ideas they want to present at
their wedding ceremony. We help them to make their dreams come true,”
said Ba Si, chief wedding planner with Summer-Vision Wedding Planning
Studio in Shanghai.
Summer-Vision has generated high ratings for
its services and product quality on www.dianping.com, a website for
people to review and comment on the service quality they have received
in China.
“Normally, young couples will provide outlines and
ideas and we will help them to make it into a full story with certain
scenes,” said Ba Si. “We believe the film will present the life of the
young couple in a true and alive manner.”
The average price for
an ordinary short film ranges from 6,000 yuan (RM3,000) to 8,000 yuan
(RM4,000). The more requests, the higher the price is charged. The
length of shooting time also affects the price. Ba Si says his company
receives about eight orders a month for short films.
The demand
from young people for personalised products is not limited to bringing
new concepts and services to their wedding ceremony. Changes can also be
seen in traditional products, for instance, wedding candy and its
packaging.
In the 1990s, White Rabbit-branded candy produced in
Shanghai was popular as a gift for wedding guests in China. In the
earlier 2000s, imported Dove and Ferrero chocolate gained in popularity.
These days, industry experts say people still like Ferrero and Dove but are also looking for something unique.
"Other imported candy such as Italian-made Baci chocolate have been well received by the Chinese in recent years because young people want their guests to try something with a different taste," said Wu Chaohui, the founder of Zhenpinxuan in Shanghai. Zhenpinxuan is a
retailing company specializing in wedding candy and
liquor.
To make sure wedding candy can catch guests' attention straightaway, Wu formed an innovation team to design its packaging. The five-member team travels overseas every year to see what is new in the market and bring new ideas to the Chinese market.
"The cost of wedding candy packaging is a little high but the design is unique and you cannot find it elsewhere in the market," said a buyer surnamed Yang, who declined to reveal his full name. Yang ordered 500 packages in the shape of fish in 2012. "The feedback I received from guests was that it was unique," he said.
The increasing demand for personalized products might also help boost demand on e-commerce platforms. Many customers in smaller cities outside
Beijing and Shanghai might visit online platforms to find new designs.
"The online platform can offer a much wider range of choice for us at better prices," said Li Dong, a resident of Ma'anshan in Anhui province.
Xie Yu and He Wei contributed to this story.tangzhihao@chinadaily.com.cn
By TANG ZHIHAO CHINAdaily.com.cn/ Asia News Network
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