Selling a cat's nest was unexpectedly hot, and the monthly sales of 500,000 yuan!After the 90s, Guangxi girls "survived" this skill

Wang Zhuolin, the world's Internet merchant

Edit Li Danchao

"At first listening to netizens' suggestions, we made a bamboo cat's nest and sold it directly." In retrospect, the post -90s girl Liu Xiabing was still difficult to cover up.

Her hometown is in Pingnan Town, Lingshan County, Qinzhou City, Guangxi Zhuang Autonomous Region. Six years ago, Liu Xiabing returned to his hometown to inherit this craft and sell bamboo weaving products through e -commerce platforms.

Everyone is familiar with bamboo weaving products. The bamboo cages of loading, bamboo chopsticks for meals, and bamboo mats for sleeping in summer ... The ancestors took the green and green bamboo, flying over and down with both hands, latitude and weft, and weaving a piece of practical daily necessities. However, with the improvement of industrialization, bamboo daily necessities are gradually replaced. Consumption choices are biased towards decorations and no longer need.

How to make consumers fall in love with bamboo formula again? This was a problem that plagued Liu Xiabing. The emergence of bamboo -edited cat's nest made Liu Xiabing see the opportunity to collide with traditional skills and trend categories. At present, in her shop, the bamboo nests, dog nests, bird nests and other products are very popular. In the peak sales season, the daily sales of online stores can reach 20,000 yuan and monthly sales of more than 500,000 yuan.

At the 2022 Taobao Creation Festival recently, Shan Xiangxiang, the former president of the Forbidden City, praised young people to invest in non -heritage entrepreneurship. He said that young people are full of culture and are full of knowledge. At the same time, we must study society and observe society. Combining the two, there will be a lot of inspiration. "When the old crafts become" dare to think ", the" ruthless goods "sold by young people (referring to the extreme in one aspect) are increasing. At the same time.

Non -heritage bamboo braid cross -border "its economy"

On the live broadcast of March 19, 2021, Liu Xiabing still remembered.

"That night was the first time that the bamboo -edited cat's nest was new. I didn't expect so many people." At that time, her live broadcast room had only dozens of people daily online, but the night was close to 800 people. When she ended the product details, more than 500 orders were finally sold. "I have never encountered such a good sales situation."

In layman's terms, bamboo cat nests are a amplified version of circular bamboo basket. Before the transformation, it is used to bloom fruits and fruits and miscellaneous objects. Liu Xiabing said that she usually shoots short videos for publicity, including the work scenario of craftsmen, product use scenarios, etc. Under the introduction of a conventional bamboo basket, a doctor netizens commented, "ventilation, breathable, environmentally friendly and healthy, if it can be made into a cat's nest."

Liu Xiabing captured this message and asked everyone's opinions in the live broadcast room, and got a consistent feedback: I was looking forward to it. The next day, she found her father and other bamboo editors, and said her thoughts. "It's all old artists, and she made a little thought, mainly to make great adjustments in size, and the diameter was doubled by twice. "

When the finished product was placed in front of him, Liu Xiabing's heart was still embarrassed. It wasn't until the lively night in the live broadcast room that she was relieved and knew that "this road is right." After that, she borrowed kitten models from a friend's house, let it lie lazily in a bamboo cat's nest, and took a short video to plant grass on the platform.

Liu Xiabing

Later, the Masters of Bamboo Raiders raised it and developed the new nests around pets such as dog nests, bird nests, and hamster nests. There are also pet products such as pet backpacks, handbags, and trolley cases that can be used with pets when they go out. "In the online store of bamboo weaving products, only our house should be a pet product at that time. The sales of cat nest and dog nest are the best in the store." As of now, this set of pet series is nearly 10,000 orders, sales of sales, and sales It reached more than 1 million yuan.

On the other side, Liu Siwei, a girl in Guilin in Guangxi, was drawing a design draft in the studio. At the Creative Festival this year, the "Cyber ​​Wake Lion Travel Helmet" was rated as "the first creation in the world".

Liu Siwei was born in Hongmen Village in autonomous counties in Longsheng of Guilin. Since his 10s, he has made tailoring mothers. Later, he went to the Academy of Fine Arts to study the design.

In 2007, she returned to her hometown and opened the "Bud Seven Hands" on the e -commerce platform, convened 240 embroidery mothers to sell local Yao embroidery products. In her studio, faucet bags, handmade embroidered backpacks, lively tiger -headed hats and other products can be seen everywhere.

Liu Siwei (third from left)

Today, the store has a number of categories related to fabrics such as hats, pillows, T -shirts, pendants, backpacks, shoulder bags, etc. The number of fans exceeds 270,000, and the annual sales exceed 7 million. Speaking of the national tide products of the wake -up lion series and the tiger head series, Liu Siwei is proud, "Many overseas buyers also like it."

The craftsman behind the explosive product

Behind these two Guangxi girls, the same group of "comrades" stood: non -fidivile artists.

After graduating in 2009, Liu Xiabing has done many occupations such as tea artists and clothing sales in other places. "In the Spring Festival of 2016, I suddenly heard my father said that he wanted to change careers, and I wanted to come back and save it again."

Her father raised herself since she was 10 years old. She also learned to make some gadgets, and it was not until 2016 that she was independently compiled into the first fruit basket.

Ling Mangosteen has a long history, including more than a dozen craftsmanship in the six stages of bamboo, chopping bamboo, going to green, going to Qing, Break, and Sword Gate. The weaving process can generally be closely linked without the help of glue or nails. After the finished product is treated with high -temperature anti -enzymes and insect -proof treatment, it can be used for decades or even hundreds of years.

"Originally, my father didn't want me to come back, because it was too bitter and tiring to make bamboo weaving, and I couldn't make money." Liu Xiabing said that his father opened a small workshop more than 30 years ago and received some offline processing orders. Essence As the trade environment changes, the amount of order is reduced and the labor cost increases, the business is a bit difficult. After she returned, she tried to open the online store on 1688 and Taobao, and found a wholesaler in many places across the country. The sales volume has a transfer, but production capacity has become a big problem.

Seeing her daughter's anxiety, my father turned out of the address book and called the old friends one by one, hoping that they could come back to re -fuck the old industry. Due to the downturn of the business, the master's income shrinks, and most people have chosen to work or farmers to subsidize their homes. The father will come to the door to help the masters find out as soon as possible.

After the pet series exploded, the Liu family's business finally opened. The number of orders increased day by day, with tens of thousands, and there are still only a few masters who will do it. In desperation, Liu Xiabing extended the pre -sale period of the cat's nest to 2 months, and there were still buyers willing to wait. Only to solve it.

So far, there are nearly 300 masters who have cooperated with Liu Xiabing to get a monthly salary of 2,000 ~ 3,000 yuan, and some fast and good masters can get 4,000 yuan per month.

Liu Siwei also encountered the bottleneck of production capacity.

Yao embroidery is a detailed work, and a large number of patient embroidery is needed. However, her village, only left -behind elderly and children left, relaxed to the county to recruit people, or relying on relatives and neighbors to help, barely made up for 8.

Huang Shuangyi, a retired teacher, is one of the earliest embroidery girls who joined the team. Before being a kindergarten teacher, they like to deal with young people and sing the Yao and Dai folk songs. She said: "The country encourages traditional cultural innovation. This career has potential." Two years later, Huang Shuangyi was promoted to the supervisor. She always set off the atmosphere of the embroidery room warm and relaxed, and often came out with laughter.

Nowadays, the embroidery team has expanded to more than 240, including disabled people, Baoma, and elderly people. More than 50%of them are over 50 years old. They all come from the surrounding autonomous counties, Lingchuan County, Pingle County, etc. Liu Siwei is not limited to the workplace of the embroidered mother. It can also be taken home to embroidery. The monthly salary ranges from 1,000 yuan to 4,000 yuan.

Let the non -heritage "survive"

Grasp the pet economy, the bamboo weaving cat's nest burst into fire; chasing the new country tide wind, waking up the lion helmet to become popular. Over the years, the commercialization of non -heritage has given the public a lot of surprises.

For the inheritance and development of non -heritage culture, there have been two solutions in the industry: some are suitable for sealing in the museum, only for visits, research and commemoration; The "soul" continues to innovate and integrate to meet the new needs of society.

In particular, the non -genetic inheritance of the arts and crafts is inseparable from commercial operations, but this road is not easy to follow.

"A lot of difficulty." Ali Xiaoshi Xiangnan observed for 7 years against the non -heritage industry. In his opinion, the aging or transfer of the production of the production side has led to the "disconnection" of production capacity, and the product side tends to be unreasonable. Pure handmade production increases costs and retail prices, and further reduce consumer purchasing power and repurchase rate. In addition, practitioners are generally older. Even if young people return to their hometowns to start a business, only a few can make good use of the Internet to open sales.

In short, this road of commercialized inheritance is facing the three major problems of "people and cargo farms": Is there a team of stable craftsman? Is there a product that can meet new needs? Can you adapt to the new selling scenario?

Analysis of some of the more successful non -heritage commercialization cases, we can find that they all found these three problems.

For example, the "King's Hander" founded in 2014, which specializes in selling seedling crafts. In terms of products and promotion, it focuses on the IP cooperation route, and has obtained genuine authorization of film and television peripheral products such as "Big Fish Begonia" and "Your Name", with annual sales exceeding 10 million yuan; in terms of personnel, more than 1,300 Miao people and more than 1,300 Miao people. In terms of channels; in terms of channels, it has 864,000 loyal fans in Taobao.

This year's Taobao Creation Festival has set up a "non -heritage zone". "World Business" discovered that young people's creativity has made non -heritage products "dare to think". Those ancient crafts hidden in the mountain village have become the new business world through novel thoughts, skilled techniques, and unobstructed logistics. Dancer.

These days, the master of the Liu family couldn't guess, and looked at the revised "Mrs. Bamboo" (Mrs. Bamboo, the ancient summer heat appliances) compiled by himself, and couldn't figure out its usage. Liu Xiabing is difficult to hide the smile. This is a "cat tunnel" product developed by Mrs. Mrs.. It is specially used for cats. "Our improved products have already had orders. The buyer said that cats have fun."

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