If you don't look at the vibrato number "Zu uncle's Su Luo", probably, many people will never know.
In ancient China, the "Luo" in the "Ayala Silk Satin" that describes a person dressed in a gorgeous and rich place belongs to one of the 14 types of silk. Because of its unique structure and weaving method, "Luo" has natural yarn holes, light texture, ventilation and coolness, and is one of the most favored high-end fabrics of ancient princes and nobles.
Half a year ago, Zhu Liqun, the non-hereditary inheritor of Wuluo weaving skills who was more than a year old, incarnated as "Uncle Zhu" to popularize traditional skills and promote weaving on Douyin, quickly attracting nearly 100,000 fans, receiving more than 1.3 million likes, and the most popular short video was praised by 140,000.
Of course, "Uncle Zhu" has also found a new sales channel for Suluo fabrics on this platform with 600 million daily active users, giving a new luster to this traditional technique that contemporary people have gradually forgotten.
In June this year, Douyin E-commerce released the "Rich Arts Plan", inviting hundreds of non-genetic inheritors and ingenious craftsmen in the "Meet the New National Tide" special area of Douyin to show the skills and culture behind the products through short videos and live broadcasts.
According to official disclosures, just past 2021 618, the order volume of Douyin e-commerce intangible cultural heritage goods increased by as much as 173% month-on-month, and ingenious products such as full bamboo fans, handmade bamboo flutes, leather carved small round bags, Jingdezhen chicken heart cups, and Suluo silk handkerchiefs have become cultural goods that consumers are keen to start.
The vivid content, sense of substitution and interactivity of video and live broadcasting are becoming a kind of productivity, interesting, mysterious, rich in history and eye-catching visual impact, intangible cultural heritage is breaking the circle, and intangible cultural heritage products have also gained new opportunities to test and inherit in the mass market.
01 "Intangible Cultural Heritage" Business: National Tide Potential Stock
According to UNESCO's definition, Intangible Cultural Heritage refers to the various practices, performances, expressions, knowledge and skills, as well as the tools, objects, crafts and cultural sites associated with them, which are considered cultural heritage by groups, teams and individuals.
As of December 2020, China has inscribed a total of 42 items on UNESCO's Intangible Cultural Heritage List (Roster), ranking first in the world. At the same time, as of 2020, a total of 1570 national intangible cultural heritage representative projects have been declared, involving 3248 sub-projects and protection units, and this number is still being refreshed.
The fire of intangible cultural heritage is closely related to the current rise of the national tide.
Data released by relevant institutions show that in the decade from 2011 to 2021, the search popularity of "national tide" increased by 528% in ten years. In recent years, starting from the explosion of cultural creativity in the Forbidden City, new consumer domestic products have frequently exploded. Behind the unstoppable tide of the country is the increasing expectation of the inheritance of traditional culture.
Some media have disclosed that during the May Day holiday of 2021, museums, historical sites, cultural blocks and intangible cultural heritage have been widely sought after, and intangible cultural heritage-related activities such as Hanfu catwalks, handmade woodwork, and kite flying have become new highlights of tourism and leisure.
Traditional culture has never been so trendy and broken as today, the ancient Chinese pattern has become the favorite of fashion brands, the animal face pattern print has been restored on the T-shirt, home clothes reproduced the flying goose pattern.......
In particular, the main consumption forces of today: the new middle class, Generation Z, and small-town youth, with a large number, strong consumption power and large consumption potential, are the core factors to promote new consumption. Compared with their parents, they pay more attention to the culture of the product, scene experience and interactive feedback and other diversified content. Some emerging Internet platforms have opened up new possibilities.
It should be known that in the past, in the dissemination of cultural traditions, especially in the display of skills and works, it was greatly limited by time and space, and the coverage and influence of communication were limited. Nowadays, in the short video and live broadcast platforms where users are active, with the help of audiovisual content to spread in a more original and holistic way, including the traditional culture of intangible cultural heritage, it can evoke a wider range of cognition and resonance, and can tap and expand its industrial value.
Recently, Douyin E-commerce launched a #Bronze and King Difference # Topic Challenge, in which more than 20 non-genetic inheritors filmed intangible cultural heritage-related videos to participate in the challenge, and as of June 10, the event video has been played more than 250 million times.
From official data, the post-80s and post-90s have become the main force in the consumption of intangible cultural heritage goods on Douyin. Air-dried beef, made of Mongolian air-dried meat, is the most beloved intangible cultural heritage. In addition, blue and white porcelain, silver jewelry, bamboo flute, oil-paper umbrellas, etc. are also popular.
According to the "Annual Research Report on China's Intangible Cultural Heritage and Its Industrial Development (2018-2019)", as early as 2018, the scale of China's intangible cultural heritage industry has exceeded 1.4 trillion yuan and maintained a rapid growth momentum.
02 Unique path: from people to carry goods to cultural "creation" goods
Intangible cultural heritage craftsmen master different production techniques, from precious gold and silver porcelain and silk brocade to the common eating and wearing degrees and pastry umbrellas in life...
The traffic pool gathered by content such as short videos and live broadcasts broadens the boundaries of knowledge dissemination and provides a natural customer acquisition channel for intangible cultural heritage. After all, from "discovering products" to "generating interest", it is easier to convert and precipitate content into e-commerce monetization.
He Hongbing is the inheritor of the intangible cultural heritage Dongyang bamboo weaving, and his father He Fuli is the representative inheritor of the national intangible cultural heritage bamboo weaving (Dongyang bamboo weaving).
"The legacy left by my ancestors, I must insist on passing it on, and I can't break it off here." In a short video of Douyin, He Hongbing told how he was associated with Dongyang bamboo weaving and how to inherit bamboo weaving culture.
In the past two years, through Douyin e-commerce, He Hongbing has let more fans who like bamboo weaving culture discover them, and also allowed the business of Dongyang bamboo weaving to develop.
Born in 1875 in Hangzhou's "Fan Lane", Wang Xingji fan is called "Hangzhou Three Absolutes" together with silk and Longjing tea.
But in modern society, fans have long been out of necessity. "To win the market, we must cater to the preferences of young people, give the fan a new life, and make it 'alive'."
It is with this mentality that Sun Yaqing, the helmsman and non-hereditary heir of Wang Xingji Fan Enterprise, became the anchor of Douyin. In the live broadcast room and small video, Sun Yaqing tells the history and culture behind the fan. For example, the fan was not originally a tool for fanning the wind and cooling, but a symbol of the emperor's appearance to shield the wind and rain when he went out on a tour, highlighting the status level.
At first, Sun Yaqing worried that the use of the new wave Internet platform would be counterproductive to traditional culture. But soon, the vibrato live broadcast of "Wang Xingji Fan Sun Yaqing (Odd Ingenuity)" had results.
Since 2020, Sun Yaqing has participated in more than 20 douyin e-commerce activities to support intangible cultural heritage, with a total sales volume of more than 700,000. Now, Wang Xingji fans have gone abroad and exported to dozens of countries and regions.
Sun Yaqing said: "Doing short videos and live broadcasts in Douyin, I think it is not doing sales, but more in the popularization of culture, so that more people understand and like China's traditional folding fan culture." "
In order to reproduce the Ru porcelain egg blue glaze that has been lost for more than 800 years, Li Tinghuai, the representative inheritor of the national intangible heritage Ru porcelain firing technique, spent 2,000 days and nights and failed 1,800 times. Through short videos, this difficult experience was followed and liked by tens of thousands of Douyin netizens.
Now, Li Tinghuai has 62,000 Douyin fans, sells more than 3 million yuan of Ru porcelain, and directly drives local craftsmen to start a business.
According to the latest "Douyin Intangible Cultural Heritage Data Report", of the 1557 national intangible cultural heritage projects, the coverage rate of Douyin has reached 97.94%, and the number of related videos on the platform has exceeded 140 million, of which the endangered intangible cultural heritage has been praised more than 100 million times in Douyin.
At present, 10 non-hereditary inheritors have achieved annual income of one million yuan through Douyin e-commerce, and the total turnover of goods carried by non-genetic inheritors has increased by 15 times compared with last year. To help the protection and inheritance of local intangible cultural heritage, in Dongyang, Zhejiang Province alone, Douyin e-commerce has driven more than 5,000 intangible cultural heritage-related employment.
In the era when all things can be live streamed with goods, it has become the norm for major platforms to carry goods through celebrities and celebrities, but the unique existence of folk masters and non-genetic inheritors with strong cultural attributes has created new content for short videos and live broadcast platforms, and also brought out new products and models.
Traditional intangible cultural heritage not only expands the living space, out of the obscure deep alley, but also let more people understand and recognize, live, fire, but also to douyin e-commerce, an e-commerce recruit with a new label - from people to carry goods to cultural "creation" goods.
03 New people and goods yard: culture, goods and platform win-win
The so-called cultural and creative industry is an industry with large-scale production and market potential formed by developing and marketing intellectual property rights through creativity and innovation of cultural elements, and through the development and marketing of intellectual property rights in the form of technology, creativity and industrialization.
As a part of the cultural and creative industry, the domestic intangible cultural heritage industry is still in its infancy, and its small scale, scattered distribution, low production capacity, poor standardization ability, weak industry characteristics, and poor industrial concentration are recognized as the pain points of the industry. In this field, it is said that 99% of the projects are non-enterprise operations, and many projects are obliterated in the corners of history due to the lack of sufficient science and exposure.
Therefore, intangible cultural heritage can be inherited, not only need to be admired as a culture, at the same time, it can also allow non-genetic inheritors and craftsmen to obtain enough income to organically inherit culture under the test and experience of the market.
And it is better to turn traditional culture into new ideas and commodities that contemporary people are willing to consume. It can be said that on short video and live broadcast platforms, intangible cultural heritage, intangible cultural goods and platforms achieve a win-win situation.
Short videos and live broadcasts make the recording of intangible cultural heritage a daily routine, and also make the reach of intangible cultural heritage more extensive. Short video and live broadcast platforms provide a smooth "interface" for the docking of intangible cultural heritage content and consumption, bringing richer content and consumption experience to consumers on the platform, and bringing a more prosperous business ecology.
At the same time, the intangible cultural heritage is also breaking the circle with the help of the new platform, so that more people can see it, and the beauty of intangible cultural heritage is appreciated by more people. Of course, the wider popularization and dissemination of intangible cultural heritage promotes industrialization and obtains longer vitality through the return of economic benefits.
From the past year's 618, live broadcasting has evolved from the icing on the cake of e-commerce to the standard configuration. Short videos and e-commerce live broadcasts have begun to enter the mainstream forms of e-commerce and consumption. In line with new consumer tastes, it helps traditional culture and becomes a new way for short video and live broadcast platforms to break the game as new e-commerce players.
Source: Jiangxi Network Radio and Television Station