Non -heritage | Zhang Duotang: Cut out a non -heritage of a new world with a piece of scissors

Zhang Duotang, the fourth generation of Guangling Paper -cutting family, the representative inheritor of Guangling paper -cutting, and the top ten cultural innovation figures in Shanxi. In order to tap the "gold mine" of folk culture and art, he did not have a way to step out a way that belongs to himself and is left to future generations. This is the new goal of Zhang Duotang!

(Shanxi) Guangling paper -cutting, as one of the three major genres of traditional Chinese folk paper -cutting, with its vivid composition, expressive expression, delicate sword, sophisticated materials and dyeing, and fine packaging production process. It is an important position in Chinese paper -cutting for "Chinese folk art". In 2009, Guangling's paper -cutting, as part of the application project of Chinese paper -cutting, was included in the "Human Intangible Cultural Heritage List" by UNESCO.

Due to various reasons, in the past few years, Guangling's paper -cutting art entered a period of downturn, old death, new non -learning, and the problem of desertation and broken lines were serious.

In 1998, Zhang Duotang took out the only 3,000 yuan deposit in his home and purchased all appliances such as paper, pen, knife, wax plate, millstone and other appliances. , Established and registered the Guangling Paper -cut Culture and Art Research Center, while digging, collecting, and sorting out; training, design, and production; running out, watching everywhere, starting your brains, broadening ideas, and innovating development. The production model of one -family workshop -like production has formed, forming, dyeing, dyeing to packaging a one -stop operation scale, making Guangling's paper -cutting again blooming gorgeous flowers, becoming a eye -catching artistic strangeness.

Hard -working -Guangling paper cutting is brilliant today

In order to get rid of the dilemma of lack of funds and unstable market at the beginning, Zhang Duotang took a large box of Guang Ling paper -cutting and ran through the north and south of the country to participate in large -scale exhibitions in the country. The clothes were soiled, and never cared, just like the "rivers and lakes" who had fascinated and crazy.

In April 2006, Zhang Duotang pushed Guangling's paper -cutting to the Shanghai China Merchants Guidelines, and was presented as a special gift for the Shanxi Provincial Party Committee and the Provincial Government. In August 2006, under the appeal of Zhang Duotang, the Guangling Paper -cutting Exhibition Group participated in the second (China and Linkl) International Paper -cutting Art Exhibition held in Inner Mongolia and Lindel, making Guangling paper -cut people He Guangling's paper -cutting has won the first opportunity to communicate with experts, scholars and colleagues at home and abroad.

In August 2007, with the strong support of the Guangling County Party Committee and the County Government, Zhang Duotang set up 1 million yuan from the fund to get 5.8 million yuan in the National Development Bank Shanxi Branch, and established the country's first paper -cut culture in the country. Industrial Park. Among them, China Guangling Paper -cutting Art Museum has a construction area of ​​3,000 square meters and a comprehensive building area of ​​600 square meters. The United States, Germany, Poland, Japan, Switzerland and other countries and regions, who have been invited to participate in the 3rd China · Datong · Guangling International Paper -cutting Art Exhibition Festival, have successfully received experts, scholars, and celebrities in the art world of China and foreign arts. Masterpieces have won more than 600 works of gold, silver, copper, outstanding awards and Guangling paper -cutting works, and have been highly praised by the majority of Chinese and foreign audiences. For the first time in Guangling history, a successful, secure, and enthusiastic international large -scale paper -cut art exhibition was successfully held, and a milestone was set up to further develop the Guangling paper -cut cultural industry.

Accurate positioning -Guangling paper -cutting has stood firmly

Zhang Duotang knows that the market is important, because there are markets for sales, and sales are profitable. But find the market that is connected, and find your own consumer group and customers, but it is not an overnight thing. So he seized the accurate positioning, from small to large, from weak to strong, from domestic to abroad, from single to diversified.

Paper -cutting itself is satisfied with people's spiritual enjoyment, especially when paper -cutting as a gift to friends from foreign or foreign countries, it is both artistic and cultural. For this mentality, Zhang Duotang positioned paper -cutting as a mid -to -high -end market, and focused on developing conferences with paper cutting and high -standard large -scale expo exhibits, getting rid of the low -priced disputes in the tourist attraction market stall market.

For more than a decade, he has always adhered to the implementation of high -quality strategies and excavated product depth. Give full play to the inheritance of traditional varieties in the market and protect the style and content of traditional products; always adhere to the combination of production and development of tourism souvenirs, produce local characteristics, exquisite small, and convenient souvenirs; The integration of art, collectibles, crafts, and propaganda products is a brand with local characteristics.

Adhere to the work ideas of "based on Shanxi, facing the whole country, and going to the world", and have developed boutique "Four Monetic", "Peking Opera Facebook", "Shanxi Historical Person", "Shanxi Scenery", "Jin Shang Culture" and reflecting 11 provinces and cities in Shanxi Province Cultural characteristics, such as a series of Guangling paper -cut boutique collection and collection, carefully create big brands. "Shanxi Eight Cultural Brands" has a total of 8 gold awards. In 2010, Guangling Paper -cutting was selected into the Shanghai World Expo for the exhibition. For permanent collection, Guangling paper -cutting was rated as "Top Ten Cultural Brands in Shanxi Province" in the same year. Guangling's paper cutting occupies a seat in the province and major cities across the country, and has stood firmly.

Unique path -Guangling paper -cutting fragrance

Zhang Duotang is a "old scalpel" of Yonglu's uphill. Since the establishment of Guangling Paper -cut Culture and Art Development Co., Ltd. in 1999, he has set a unique approach and has achieved significant results in using new management models and operating mechanisms. The operating model of "company+farmers" has been implemented. As the main line of the company, the company drives farmers to "skewers" the past scattered paper -cut artists, so that they are both concentrated and scattered. As the main body of market operations, the company is responsible for the company's responsibility from market development, receiving orders, new product development, design samples to technical process requirements, and then distribute it to each artist. Qualified products can enter the market. The company is like a broker, creating a platform for each artist. The artist is only responsible for making it. This division of labor is clear. Each performs its duties. It has both division of labor and cooperation. On the whole, a benign "production, supply, and sales" integrated industrial chain has formed. Such an operating model enables the company and artists to fully make every director. Not only does the advantage of the advantage occupying the commanding heights of the market, but also strengthened the strikes to fight against the strikes. Market risk ability. Zhang Duotang always adheres to the "three more" principles of "multi -form, multi -variety, multi -theme". Since then, the company's paper -cut products have been extended from dozens of to 5,000. The content theme has expanded from traditional to famous national cultural relics, tourist attractions, character styles, and four famous books. Its product expansion is fashionable crafts, tourist souvenirs, paper -cut calendars, paper -cut calendars, paper -cutting New Year cards, paper -cut stamps, paper -cut albums, paper -cut painting shafts, paper -cut mirror frames, paper -cut huge treasures, etc., products are sold in the United States, Japan, Canada and other 20 Multiple countries and regions. From 2004 to 2006, for three consecutive years for Pingyao International Photography Exhibition, a monochrome, colorful Guangling paper -cut invitation letter was designed. Extremely precious and only invitations to Guangling paper -cutting.

Doing big and strong -Guangling paper -cutting creates four major bases

Zhang Duotang regards the bigger and stronger Guangling paper -cut culture industry, and is regarded as a responsibility and obligation of Zhang's paper -cutting family successor.

Fully build a product R & D base with Guangling Paper -cut Culture and Art Research Center as the core; product exhibition base with Guangling Paper -cut Culture and Art Development Co., Ltd. as the middle axis; Ling paper -cut vocational training school is a talent training base for carrier.

To this day, Guangling Paper -cut Cultural Industrial Park has become a multi -functional industrial park that integrates paper -cutting art, integrating design, production, exhibition sales, teaching research, and tourism. Realize the annual design and production of 150,000 sets of high -end paper -cutting, 100,000 sets of paper -cutting, and 50,000 sets of low -end paper -cutting productivity, which meets the consumer demand of different grades of Chinese and foreign markets, with an annual output value of 50 million yuan, a profit tax of 12.58 million, and the export of foreign exchange 500. 10,000 yuan, which drives 2,400 local towns and villages to increase the income.

In 2018, Guangling's paper -cutting was included in the first batch of national traditional craftsmanship directory by the Ministry of Culture and Tourism, Industry and Information Technology. Approval of technology -based SMEs.

(The picture is provided by the respondent)

Responsible editor: Zhang Jiayi

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