E -commerce admission, non -heritage renewal

Check the temperature and humidity of the silkworm house, sterilize the silkworm babies, feed mulberry leaves, and clear silkworm sand. This is the work of Zhou silkworm in his 60s.

Such a daily life has been repeated for too many years. Now, as a senior silkworm, she has been invited to come to Suzhou Taihu Snow Silk Co., Ltd. (hereinafter referred to as Taihu Snow) to raise silkworms and continue to raise silkworms.

However, as he gets older, Zhou silkworms feel that his physical strength is increasingly unreasonable.

This is not worrying. As a Chinese non -heritage project, it is far from the sources of silk and mulberry.

In addition to fewer and fewer people who understand silkworms and silkworms, the area of ​​mulberry leaves is also decreasing. The area of ​​Chinese mulberry garden shrinks by about 10%(Zhiyan Consultation) from 2013 to 2019, and it did not slowly recover until the last two years.

The situation of silk mulberry is just a microcosm, and other non -heritage industries are also facing difficulties.

In Jinhua, Zhejiang, more than 200 kilometers away, there is a non -heritage protection base, Yongkang Xidong Museum. Its founder and representative inheritance of Yongkang Xidong national -level non -heritage. It is estimated that there are less than 1/10 people who have heard of people across the country. How to make mainstream public understand and consumer tin weapons have become a problem.

The non -heritage contains a deep national culture. Protecting the non -heritage is not to forget the path that the ancestors have come. But the single -handed fighting alone in Zhou silkworm and Sheng Yi, both of which seemed to be powerless. What is the way of breaking the situation?

The glory and loss of non -heritage

Just after June 11, it is China's 17th culture and natural heritage day.

In terms of non -heritage protection, the Chinese government has spared no effort. Since 2006, China has invested a total of about 8.8 billion yuan, supporting non -heritage protection and inheritance. In 2022, it also came up with a total of 825 million budgets, an increase of 53 million yuan over 2021.

But it should be acknowledged that it is not enough to rely on the hands of the government.

Although there are 3610 national representative non -heritage projects in China; the total amount of non -heritage projects selected as "UNESCO Intangible Cultural Heritage List" ranks first in the world, as many as 42, but there are 7 projects. List as an endangered list that is urgently needed.

Some of these non -heritage skills, because no one is facing losses, such as pyrographic gourds, shadow dramas, etc.; There are many non -heritage projects, because they are too niche, "partial and peaceful", it is difficult to enter the public vision. Inherited.

In the final analysis, the inheritance of non -heritage culture depends on the industrialization of non -heritage, and cannot be "live" in textbooks or museums.

In this regard, Zhang Dawei, president of the Cultural and Creative Committee of the Chinese Cultural Management Association, asserted that only by incorporating traditional non -heritage crafts into consumer goods suitable for modern people, and a reasonable price, excellent quality, and mass production, can we truly inherit the blood -making blood, can we truly inherit it Go down.

A positive signal is that the scale of the non -heritage industry is rapidly expanding. According to the "2021 Non -Heritage E -commerce Development Report" issued by the Chinese Academy of Social Sciences, consumers of non -heritage products have reached 100 million levels, and the younger generation has become the main force of non -heritage consumption.

In recent years, the traditional cultural boom of the Forbidden City Cultural and Creative, Hanfu and other traditional culture has risen. The inspiration of many national tide explosions is taken from non -heritage elements. Essence

But at present, the non -heritage industrialization is facing several bottlenecks.

First, most traditional technical inheritors are far away from the market and do not understand consumer preferences. It is difficult to innovate in traditional thinking, and market acceptance is naturally not high.

Taking the application of non -heritage tea skills, Yunnan Fengqing Yunnan Black Tea is used as an example. Whether it is too strong or slightly old -fashioned, it is difficult to impress young people.

Second, many non -heritage projects are mainly customized by hand, lack of mass production capabilities, and do not have the price advantage brought about by large -scale. The high pricing that has raised the consumption threshold has raised the consumption threshold and the public refuses.

Third, some non -heritage consumer industries have chaos of fishmarks, such as silk quilts, purple sand pots and other industries, and cottage counterfeit products disrupt the market, which leads to high cognitive costs of consumers, which largely restrict the scale of the non -heritage industry. breakthrough.

Fourth, lack of online promotion capabilities. Many non -heritage industries are mainly offline channels. They do not understand the Internet, and they can only lose their losses with online vast consumer groups. Just like Yunnan Fengqing Yunnan black tea, it is difficult to break through the barriers of transportation and geographical location, and it is difficult to get out of Yunnan on a large scale.

To solve the above pain points, it is a must -have for non -genetic inheritance and industrialization.

However, it is clear that in traditional thinking and other factors, with the power of traditional brands and factories, it is difficult to complete the breakout of the non -heritage industry.

The entry of e -commerce platforms, based on accurate insights on market trends, assists in the industrial supply chain, and direct connections to the mass market, gradually becoming an important point for helping the inheritance of non -heritage culture and upgrading the non -heritage industry.

E -commerce entry

The difficulty of the non -heritage industry, Yunnan Yunnan black tea, who was selected into the non -heritage list in 2014, "feels the same."

In 2020, in Fengqing County, Yunnan, who is known as the "Hometown of Dian Red", Zhang Jianlong, the head of Zhenhua Tea Factory, is racking his brains for how to get out of Yunnan.

The visit of an "accident" brought "solution", and the visit was Ni Wei, the head of the food department made by BOE.

At that time, BOE Tokyo just followed the potential black tea category.

From the perspective of Ni Wei, who loves tea and cherish tea, Fengqing can be described as a huge place of birth of Yunnan black tea, inherited the historical sedimentation and non -heritage tea process of nearly a century, as well as the high altitude, low latitudes, acid soil, temperature difference, temperature difference, temperature difference, temperature difference, temperature difference, temperature difference, difference Natural environments such as light, etc., they jointly created the unique flavor of Fengqing Yunnan black tea. But its industrial shortcomings are also extremely obvious. It is reported that in 2021, Feng Qing was just in the train. There is no highway so far, and the inconvenience of transportation has become a major constraint for tea transportation. At that time, the sales radius of Zhenhua Tea Factory in the offline market was difficult to radiate outside Yunnan.

In addition, due to factors such as the low cultural level of industry employees and backward supply chain management technology, the industrial development is relatively extensive and the supply chain efficiency is low, which restricts the improvement of overall benefits.

When receiving an olive branch, Zhang Jianlong was very surprised.

For him who grows on the side of Yunnan, taking the e -commerce express train means that Fengqing Yunnan black tea has the opportunity to realize the transformation and upgrading of tea factories. At the same time, he can also move towards a wider national market through the powerful capabilities system of JD.com.

As soon as the two sides were shot, they echoed the health concept of young people, and determined that the first cooperative product was positioned as "organic" Dianhong, and from the taste, packaging, and pricing of tea, the product was young. Wide recognition of consumers.

Subsequently, BOE Tokyo made a pursuit to guide the Zhenhua Tea Factory to carry out the innovative research and development of products, upgraded the original rich style to a refreshing taste that was more popular with young people, and successively launched three Yunnan black tea with fragrance, mellow fragrance, and honey fragrance. Drive the annual output value of Zhenhua Tea Factory an increase of about 20%per year.

Not only is the taste close to young people, the packaging also changes the image of "old -fashioned autumn". It adopts the high -end and atmospheric style of young people, and the face value is full.

"In the past, there was only a vague feeling. The specific execution can only be guess. Now, we can better grasp the cutting -edge demand of the market, and the cost of trial error is also low." Zhang Jianlong told "Financial Story",

As Ni Wei said, "The long history and non -heritage labels, although it is the innate advantage of Fengqing Dianhong's unparalleledness, has also been made by the market's" high cabinet ". In a gap, consumers cannot accurately understand good tea, and the factory does not know what consumers are really needed. What is done by BOE Tokyo is to help them break the traditional production barriers and bridge the Fengqing Yunnan Red and the Volkswagen market. "

Not only Yunnan black tea, in recent years, e -commerce has joined hands with the non -heritage industry, empowering the samples of the upgrading and transformation of the industry, and has successively settled in many places in China.

Zhejiang Yongkang, which is more than 2500 kilometers away, Sheng Shimin, general manager of Zhejiang Rongshengda Tingxi Products Co., Ltd. (referred to as Rongshengda), the general manager of Zhejiang Province, also entered the field of vision created by JD.

With its efficient assistance, less than three months, the classic hand hammer tin tea jar has been launched. Since then, the two sides have successively launched new products such as national wind plums and bamboo chrysanthemums and bamboo rhymes. Sales have gradually increased from hundreds of thousands of yuan to more than 10 million.

The results of the cooperation completely exceeded the expectations, and the general manager of Rongshengda Sheng Shimin resumed the reasons behind:

First, the endorsement of BOE Tokyo has reduced consumers' cognitive costs of tinware. Many consumers expressed similar evaluations of "I don't know much about tin weapons, but believe in the quality of BOE" under the tea tank.

Second, BOE Tokyo created a standard process for helping them to formulate mass production, improve quality stability, reduce comprehensive costs, and drive the pricing from thousands of yuan to four or five hundred yuan to adapt to greater consumption consumption. Group, this is what he did not get from other platforms.

In addition to the front line of the non -heritage industry, BOE Tokyo also combined with different IP cross -border, telling non -heritage stories, increasing discussion vocals, and helping the non -heritage industry breaking.

For example, in May this year, BOE Tokyo made Lonely Planet, a well -known global travel guide brand, and discussed the topic of non -relics with the theme of "Time" Skills ". The amount exceeded 600,000, which attracted more than 550 outstanding respondents to participate in the discussion.

At the same time, Jingzheng is also attracting young people to the favor of non -heritage products through more modern and more fashionable design.

With the best -selling and non -heritage topics of non -heritage products, non -heritage culture will also have the opportunity to enter the world of more young people.

As Ni Wei said, every purchase of users is a duplication of cognition, and each discussion is a reinforcement of cognition. This is the way of sustainable and popular inheritance of non -heritage culture.

"Refresh" the non -heritage industry chain

Although he devoted himself to being enthusiastically, many non -heritage enterprises, the first impression of the creation of BOE Tokyo is "too picky, too high."

Based on the principle of providing consumers with "high -quality price ratio" products, BOE Tokyo has extremely harsh requirements for the quality of products and services of non -heritage suppliers.

Ni Wei told "Financial Story" that every time they are involved in a subdivision category, the BOE Tokyo Capital will repeatedly collide with the supplier to polish a set of exclusive category standards, which means higher communication costs. High standards are our core competitiveness. "

Taking the silk industry as an example, in order to solve the problem of mixed fish and beads and consumers, it is difficult to distinguish between the true and false consumers, and the BOE Tokyo and Taihu Snow have leveraged their respective advantages and jointly introduced a series of strict quality control standards.

First of all, digging the pain points of users in silk, fabrics, etc. According to this, a set of super -national standard quality control standards are designed to make higher requirements for the indicators of the silk oil content and miscellaneous rate, and the service life. Secondly, the full chain quality control of the product production chain allows "counterfeit and inferiority" to pervasive. For example, jointly build a BOE Tokyo -made exclusive silk mulberry base to prevent raw materials from the source.

Although a series of quality control measures are cumbersome, it can help BOE to build a brand barrier and win users.

From 2018 to 2021, the sales of Silk -created cooperation between Taihu Snow and BOE were doubled. In 2021, the sales increase in 2021 reached 280%and the annual sales exceeded 30 million yuan.

A similar standard system has landed in multiple categories.

In the early days, most factories would feel that BOE Tokyo was too picky, and it also brought additional cost investment. For example, Zhang Jianlong's Zhenhua Tea Factory successively purchased mechanical selection machines and other machinery, and selected tea stalks, bad leaves, etc. Miscellaneous objects, improve the stability of the quality of tea.

But it turns out that the above -mentioned investment is quite cost -effective -when he reuses this standard to the original production line, the brand bargaining ability has been greatly improved. With the endorsement of BDSky, with more stable quality, Zhenhua Tea Factory has successively won the favor of large customers such as banks and insurance, bringing a new sales increase.

In addition to the quality control system, high -demand e -commerce requirements can also drive the factory to comprehensively reduce costs and increase efficiency.

On the one hand, most traditional factories are slow. After running in, they gradually adapt to the fast -paced of the Internet, thereby increasing the speed of cash flow turning, and leveraging greater business with limited funds.

On the other hand, the distance between e -commerce, factories and consumers is shortened, and the factory can see user feedback and optimize the first time.

For example, in the early days of the Yongkangxi carving tea tank, users had feedback the tank with black spots. The investigation found that it was a packaging box ink that had not yet been completely solidified. It was squeezed during transportation and contaminated the tank. Based on the above feedback, after the upgrade of the packaging of Yongkang Xixi, such product problems have not occurred.

E -commerce entry has also brought greater confidence to non -survivors.

For example, in the contact with non -herediters such as Longquan Celadon and Yixing Zisha pot, it was found that in Tokyo found that deep in the heart of many inheritors, "whether the beauty of traditional non -heritage is still needed", and the prospects for the non -heritage industry are Also confused.

However, the consumer insights made by BOE Tokyo gave them a dose of resentment: Although there is intergenerational differences in aesthetics, consumers still tend to classics and traditions. For example, the blue of Longquan celadon is still the mainstream. With innovation.

With the entry assistance of the e -commerce platform, the non -heritage industry is rejuvenating the second spring.

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