Yuan Tian

Date of Award

2025

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Chen Anying

Abstract

In contemporary China, rapid urbanization and the wave of digitization have reshaped people's lifestyles, giving rise to unprecedented spiritual dilemmas. Issues such as workplace involution, social alienation, and value nihilism intertwine, making anxiety and burnout collective symptoms of urban life. The group of middle-aged and young women, in particular, bears multiple societal expectations—they strive in their careers, navigate family roles, and face profound questions of self-actualization. This structural pressure is transforming into an urgent demand for spiritual healing. Third-party research indicates that in 2023, among female populations in first-tier cities in China, 68% experienced persistent emotional distress. However, only 12% sought professional psychological counseling. More individuals turned to cultural consumption, such as art and reading, for relief, with calligraphy-related activities being the preferred choice for 41%. This reveals an unmet market: people yearn not only for emotional outlets but also for spiritual solutions that integrate cultural identity and life meaning. Chinese calligraphy, as a practice cultivated over millennia, embodies profound wisdom of traditional aesthetics and culture. It aligns with the inherent cultural familiarity and Eastern aesthetic genes of the Chinese populace, making it an ideal gateway for guiding modern individuals toward spiritual healing and reconstructing their inner worlds. Therefore, Chinese calligraphy courses represent a highly promising segment in the art therapy domain targeting Chinese audiences. Why Calligraphy? Firstly, the therapeutic value of Chinese calligraphy stems from its unique stress-relief system inherent in the flow of brush and ink, a feature seldom found in other activities. Secondly, the adult online calligraphy education market is highly homogeneous, with a noticeable gap in artistic therapeutic value. Thirdly, resources of Chinese calligraphy artists remain underdeveloped, and the art education market is in urgent need of digital transformation. Lastly, the retail industry of calligraphy-related 9 cultural and creative products has experienced rapid growth in recent years, presenting a valuable complement to the online education business model. Based on the above, we aim to establish an online education platform centered on Chinese calligraphy and rooted in humanistic cultivation. The platform's business model focuses on two main components: Primary Focus: Online Education Platform with a Systematic Course Framework Through systematic course design, we transform calligraphy learning into a "philosophical practice at the tip of the brush." Supplemented by aesthetic education content designed based on art therapy psychology, we construct a tiered curriculum of "technical foundation-humanistic literacy-classic wisdom." Incorporating "daily practice" and gamified progression mechanisms, the platform balances systematic learning with personalized exploration. In developing the online education platform, we plan to collaborate with artists to integrate dispersed artistic resources, transforming their cultural heritage into an IP matrix. Inviting calligraphers to participate in live teaching sessions will empower artists to expand their influence while enhancing the professionalism and appeal of the courses. Secondary Focus: Online Cultural Goods Store We aim to develop a derivative system ranging from customized writing tools to home aesthetics. By independently designing cultural and creative products themed around artists' works and blending traditional aesthetics with modern functionality, we create an online cultural consumption scene, forming a closed-loop experience of "learning-practice-life." The synergy between the online education platform and the cultural goods store constructs a sustainable commercial ecosystem. This "learning stimulates recognition, recognition drives consumption" loop not only allows traditional cultural wisdom to permeate modern life but also provides a sustainable commercial foundation for art therapy needs. Current market data shows that the female demographic aged 30 to 50 in China numbers approximately 230 million, with over 10 million professional women and 10 homemakers willing to engage in cultural consumption. The adult online calligraphy education market has experienced rapid growth in recent years, expanding from 320 million yuan in 2019 to 1.51 billion yuan in 2023, with calligraphy and Chinese painting accounting for about 25% of this segment. The market is expected to maintain an annual growth rate of over 15% in the next three years. This trend confirms the deep integration of traditional cultural revival and art therapy demand, providing a solid foundation for our entry into the market targeting high-net-worth, knowledge-oriented women. This business plan will further elaborate on our artistic commercial approach, market and competitor analysis, business model, marketing and operational strategies, and financial planning.

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