After Zhangqiu Iron Pot "became popular": I had fallen into the pain period of transformation, and entered the new stage by fighting a lot

As the saying goes, "three -point cooking and seven -point pot", the Chinese people's dedication to food not only depends on the heat, but also very particular about the choice of pots.

In Jinan Zhangqiu in the hinterland of Qilu, the local hand -forged Zhangqiu iron pot has become a new favorite of many consumers due to the characteristics of non -sticky, easy to control, fuel efficiency and durability. In 2018, Zhangqiu Iron Pot became popular because of "China on the Tip of the Tongue", making it difficult to find a pot.

However, with the retreat of the heat, Zhangqiu Iron Pot once fell into a period of pain in the transformation, and even the "golden signboard" of the handmade iron pot was challenged. Two years ago, local merchants and craftsmen started to explore the new path. Zhangqiu Iron Pot started a new stage of new e -commerce in the water and successfully opened a new stage of industrial development.

"Can't sell it, thousands of pots are pressed in the warehouse"

As a famous "hometown of blacksmith" in history, Zhangqiu in Jinan has been famous for his iron smelting forging since ancient times. "One person lives fire, the whole family fights iron; the ancestors are passed down, the descendants continue" have always been a true portrayal of the local area.

In 1912, Cao Shengyong, a famous Beijing spoon master, returned from Beijing to learn from Beijing and set up a fire in Jinan. His forging skills were typical representatives of "seat furnace". Forging 36,000 hammers, and the reputation of the bottom of the spoon "white color".

2014 was the lowest period of Zhangqiu Iron Pot. A large amount of inventory was backlog, and only the few masters were also gritted.

"After twelve processes, eighteen times, refining at a high temperature of about a thousand degrees, with a tens of thousands of forging, a good Zhangqiu iron pot." It seems that unlike the iron pot stammered by the machine, the hand -forged iron pot with inheritance has a good thermal conduction performance. Through a powerful heavy hammer forging the iron pot, its density is more stable, and it is not easy Sticking the pan can make all kinds of flavor enter the food better and make thousands of ingredients into delicious dishes.

As an authentic Jinan native, Liu Zimu has always been fascinated by Chinese traditional skills. When Zhangqiu Iron Pot, which has been inherited for a century, encountered "slow sales", he was pierced into the field of kitchenware that was unfamiliar.

"In 2014, I first came into contact with Zhangqiu Iron Pot." According to Liu Zimu's memories, at that time, Feng Quanyong, the owner of Zhangqiu's local iron pot, found him. People are facing the problem of food and clothing, and many masters are gritted their teeth.

"Either inheritance or the spirit of the craftsmen, but they can't match the pressure of survival." Liu Zimu said that when the hard pot could not be sold and the masters could not make money, the pressure prompted them to make changes.

Subsequently, Liu Zimu united the local craftsmen, began to change the status quo, from processing improvement, to packaging design, to brand image to reshape Zhangqiu iron pot.

"In 2016, local brands such as" Zhen San Ring "'Tong Sheng Yong" began to have some reputation and sales of sales. "Liu Zimu said.

Passion after the popularity

In February 2018, the "Zhen San Ring" ushered in a real turning point. With the popularity of "China on the Tip of the Tongue", the Zhangqiu iron pot burst out of fire, and it was difficult to find a pot.

Facing the sudden popularity, Liu Zimu maintained rationality.

"36,000 hammers, no hammer is not enough, without this work that can not produce this product. If you get it, it will fool you." The old craftsmen of Zhangqiu Iron Pot often hang on their mouths, and also prove that Liu Zimu's Worry

With the skyrocketing demand of Zhangqiu, Liu Zimu's worries still happened. Numerous machine imitation products began to charge, which also troubled the brand and inheritance of the "Zhangqiu Iron Pot".

After twelve processes, eighteen times, he refined at a high temperature of about a thousand degrees, and withstand tens of thousands of forging, and he had a good Zhangqiu iron pot.

After the market became calm, Liu Zimu and the blacksmith inherited people to think about how to maintain the good market order of Zhangqiu Tiepu. In 2018, Liu Zimu established the British Craftsmanship Industry Association of Zhangqiu District, Jinan City, and began to protect the intellectual property rights of Zhangqiu Iron Pot.

In July of the same year, the "Zhangqiu Iron Pot forging Skills" was selected into the Jinan Municipal Intangible Cultural Heritage Project, and the brand protection work of Zhangqiu Iron Pot was on track.

At the same time, Liu Zimu pushed the craftsmen to start a platform for testing, and specially applied for the "Zhangqiu Iron Pot Flagship Store". It is also through this official flagship store that Zhangqiu Iron Pot further opened its sales and brand awareness and moved towards a new stage of the industry.

Zhangqiu Iron Pot welcomes a new stage

Now, the annual output of more than 200 masters of Zhangqiu's handmade iron pot is expected to be around 100,000. The Pinduoduo platform contributes most of the incremental market, accounting for more than 60%of the new orders, and still maintains rapidly increase.

Since the beginning of this year, Liu Zimu's "Zhangqiu Iron Pot Flagship Store" has changed again. It has been given a "brand" black label by the platform, further launched the brand of "Zhangqiu Iron Pot" and drove sales.

"The increase in sales this year is significantly increased. During the 618 promotion of the past, it will sell more than 1,000 iron pots in half a month." Liu Zimu said.

In addition, the new e -commerce has brought traditional techniques to new vitality. Liu Zimu and the craftsmen also explore the new needs of consumers through the sales of e -commerce channels.

Feng Changquan, in his fifties, is a local pot master. With the inspiration of Pinduoduo users, he forged a flat arc bottom that can be used by both Minghuo and induction cookers. "Liu Zimu learned that many young people like to use an induction cooker through e -commerce, so they began to study how to forge the core characteristics of the Zhangqiu iron pot, but also forged the flat arc bottom for the iron pot used in the induction cooker." Feng Changquan said. These techniques that continue ancient and traditional, because of the new invention of the attributes of the times, made Zhangqiu iron pot develop stronger vitality and new ideas.

With the continuous sales of Zhangqiu Iron Pot, the craftsmen have received their due respect and rewards. Many pot masters' income is 4-5 times compared to before. The improvement of the status and income of the craftsman also attracted the new generation of young craftsmen to inject fresh blood into the non -heritage forging technique of Zhangqiu Iron Pot.

The handsome guy Wang Degang, who was born in 1998, is the youngest among the Master of Zhen Three Ringsmith and an apprentice of Master Feng Changquan. In the eyes of the master, Wang Degang was young, clever and practical. In just over four years, he has been promoted from ordinary craftsmen to the level of the second ring -class craftsman.

Obviously, when rural traditional handicrafts find the road to e -commerce transformation, small craftsmanship can also become large industries. Zhang Qiu Iron Pot, which seized the development of e -commerce, and walked to the public's eyes. Behind its hot sales is the recognition of more and more consumers to the spirit of craftsmen.

Not long before, Pinduoduo officially launched the "2022 Duo New Make Craftsman" operation, and once again hit the "Zhangqiu Iron Pot".

The person in charge of the project of "Duoduo New Military" stated that "Duoduo New Artly Created" will focus on a package of measures such as traffic support, brand building, and e -commerce training. ", Drive the villagers to create a rich income.

Photography: Wang Yajie

Edit: Xing Zhibin

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