When COVID descended upon us, it quickly looked like it was going to be curtains for our local Zoo. All income had been cut off overnight but the expenses of caring for their animals remained. Now, it’s basking in the limelight, and earning plenty to boot.
当新冠病毒降临到我们身上时，我们当地的动物园似乎很快就要谢幕了。所有收入一夜之间被切断，但照顾动物的费用仍然存在。现在，它正处于聚光灯下，并赚得盆满钵盈。
A cute otter doll, a panda shoulder bag… During the recent Mid-Autumn Festival and National Day super golden week, Nanjing Hongshan Forest Zoo saw growth in its cultural and creative products become even stronger, with sales levels nearly three times those of 2022. The Zoo sold 5,000 red panda bracelets during the holiday alone.
可爱的水獭公仔、熊猫单肩包……刚刚过去的中秋、国庆超级黄金周，南京红山森林动物园文创产品增长更加强劲，销售量是2022年的近三倍，仅假期期间，动物园就售出了5000只小熊猫手环。
“I like the blind box in the zoo the best! It’s so cute”, said Zoo visitor, Chen Mengyun, a college student who was about to return to her hometown for an internship. “I really like these animal cultural creations with Hongshan characteristics. We can take home our love and emotion for Hongshan Zoo and the city of Nanjing.”
“我最喜欢动物园里的盲盒！太可爱了。”动物园游客、即将回家乡实习的大学生陈梦云说。 “我很喜欢这些具有红山特色的动物文化创作。我们可以把对红山动物园和南京这座城市的热爱和情感带回家。”
Chen’s feelings hit the nail on the head. As 2020 dawned, Hongshan Zoo suffered a direct economic loss of more than ¥13 million during the 51 days it was closed. As the only self-financing institution among zoos in provincial capital cities across the country, fully 85 percent of the zoo’s income was from ticket sales.
陈的感情一针见血。 2020年即将到来，红山动物园在闭园51天内，直接经济损失超过1300万元。作为全国省会城市动物园中唯一一家自负盈亏的机构，动物园85%的收入全部来自门票收入。
The closure forced the Zoo to look at other ways of earning money. First they offered up their animals for adoption by the members of the public. Those adopters could learn all about the new member of their family and subsequently, be guided by the Zoo’s staff to enter their animal’s enclosure to see the daily routine of their lives.
关闭迫使动物园寻找其他赚钱方式。首先，他们将自己的动物提供给公众收养。这些收养者可以了解有关家庭新成员的所有信息，然后在动物园工作人员的引导下进入动物的围栏，了解它们的日常生活。
Their measure had been a success, in so far as it alone likely saved the Zoo from closure. It also propelled the Zoo in to the national consciousness, as a general rising in awareness for animal protection took hold. In short, China’s people were incredibly sympathetic.
他们的措施是成功的，仅凭这一点就可能使动物园免于关闭。随着人们对动物保护意识的普遍提高，它也将动物园推向了全民意识。简而言之，中国人民非常有同情心。
Then there was to come the Zoo’s cultural and creative products, which it began testing in 2020. Initially there were only animal-shaped fridge magnets, which brought in about ¥10,000 per month. That wasn’t going to be enough.
然后是动物园的文创产品，2020年开始测试。最初只有动物形状的冰箱贴，每月收入约1万元。这还不够。
Teaming up with some brands to release co-branded products, sales increased to more than ¥1 million in 2021. With its new-found, solid fan base also attracting a large number of animal lovers and environmental enthusiasts from all over the country, sales in 2022 exceeded ¥2 million.
与部分品牌合作推出联名产品，2021年销售额增至100万元以上。凭借新建立的坚实粉丝基础，也吸引了全国各地大批动物爱好者和环保爱好者，2022年销售额突破200万元。
This year, fully ¥5 million was generated in 23H1 alone, as the Yangtze Evening News reported on 13 October. Nanjing Hongshan Forest Zoo had found the secret recipe for the emotional connection between its cultural and creative products, and tourists.
据扬子晚报10月13日报道，今年仅23H1就实现了500万元的收入。南京红山森林动物园找到了文创产品与游客建立情感联系的秘诀。
So what’s making all this money? The postcards, fisherman hats, canvas bags and yes, fridge magnets, plus many more cultural and creative products based on images of the Zoo’s furry friends, are complimented by limited editions every month.
那么是什么赚了这么多钱呢？明信片、渔夫帽、帆布包，当然还有冰箱贴，还有更多以动物园毛茸茸的朋友为主题的文化创意产品，每月都会推出限量版。
Recents stars have been a small-clawed otter and weasel, which have joined the products being sold in the Zoo’s cultural and creative cabins, carts, self-service vending machines and online malls.
最近的明星产品是小爪水獭和黄鼠狼，它们加入了动物园文创小屋、推车、自助售货机和网上商城的销售产品。
But, as Shen Zhijun, Director of Nanjing Hongshan Forest Zoo, noted, their original intention in developing such products was not to make profits, but to tell the story of the Zoo and convey its care for animals and respect for life.
但正如南京红山森林动物园园长沈志军所说，他们开发此类产品的初衷并不是为了盈利，而是为了讲述动物园的故事，传达动物园对动物的关爱和对生命的尊重。
All income from Hongshan’s cultural and creative products is invested in improving the living environment of the animals therein and maintaining the infrastructure of the Zoo.
红山文创产品的收入全部投入到改善园内动物的生存环境和维护动物园的基础设施上。
