Open the "Buy, Buy" model Non -heritage market "Batshot"

This year's "Cultural and Natural Heritage Day", the Ministry of Culture and Tourism, together with relevant departments, jointly support Alibaba, JD.com, Douyin E -commerce, Vipshop, Tencent, Wanda, Kuaishou, China Technology Network and other participating units to do a good job of epidemic prevention Under the premise of control, we will continue to host the third non -heritage shopping festival with the goal of consolidating the results of poverty alleviation and helping rural revitalization, so that the people can inspire the excellent traditional Chinese culture of China in the purchase and use of non -heritage products, and share the results of non -heritage protection.

At the same time, the old -fashioned non -heritage products such as Quanjude, Tongrentang, Neilian Sheng, Wang Zhihe and other old -fashioned products are launched. Let the old name, the old brand, and the "old object" get closer to the lives of the people.

On June 18, at the Beijing Enamel Factory Co., Ltd., the staff showed the Jingtai Blue Commodity Xinhua News Agency reporter Ju Huanzong in the live broadcast room

There are many good things online

At the third Jingdong African Heritage Shopping Festival with the theme of "Connecting Modern Life Fascinating Glory", JD.com New Department Store's home business combined with nearly 100 brands, bringing a large amount of "eating, wearing, living, use, and playing" Boutique, start a shopping feast that integrates non -heritage and Oriental life aesthetics for consumers.

In the past two sessions of Jingdong African Heritage Shopping Festival, this year JD.com's Heritage Shopping Festival has passed different scenarios such as "non -heritage on the tip of the tongue", "non -heritage on the tip of the needle", "non -heritage on the fingertips" To achieve the scene of the venue, the non -heritage products are promoted to the majority of consumers closer. Among them, the Beijing Non -Heritage Shopping Festival hosted by the Beijing Cultural and Tourism Bureau set up a special page of the "Beijing Non -Heritage Film Market" on the Jingdong platform to build a century -old non -heritage old name "online listing" to focus on selling Beijing non -heritage products Essence

In order to allow consumers to understand the non -heritage in depth, the Beijing Cultural and Tourism Bureau also launched the Beijing non -heritage old -fashioned live broadcast with the JD.com platform, and launched the "live broadcast room+live room" non -heritage cross -circle linkage and "live broadcast room+non -heritage exhibition exhibition The dual scene cultural linkage of the exhibition hall and museum, tell the story of non -legacy old -fashioned stories, allows consumers to immersely appreciate non -heritage boutiques, non -heritage arts, and purchase non -heritage in the diverse and flexible live broadcastplay. It is reported that the old -fashioned brands such as Yide Pavilion, Zhang Yiyuan, Tongrentang, Neilian Sheng, and Liu Bizu all participated in live broadcast interaction.

After the Beijing Non -Heritage Shopping Festival, in order to encourage and support enterprises to accelerate the expansion of live broadcast channels and expand the live broadcasting business business, Beijing launched a one -month "online live promotion month" event on June 16. Quan Jide, Wu Yutai, Cai Bai jewelry, vitality forest, Xiaoxian stew, No. 9 Electric, etc. Beijing old names, emerging brands, and intelligent technology manufacturers collectively appeared at Taobao live room to continue to bring good Beijing goods to consumers.

It is worth mentioning that Dunhuang Museum's hot Dunhuang, the Forbidden Stars of Museum Cultural and Creative, the National Library's Food Materia Medica Series, Oracle Series, Santan Yinyue series of Xiling Yinshe also launched on the day of the non -heritage shopping festival While JD.com's home, while attracting young people to pay attention to non -heritage, it provides more opportunities for young art creators and non -heritage creators.

The data report of the "2022 Douyin 618" released by Douyin E -commerce shows that during the non -heritage shopping festival activities held during the "6.18" period, the overall sales volume of the "Shouyi Non -Heritage" area brand increased by 176%year -on -year. Among them, Hui Libao casual shoes, Haitian soy sauce, Zhang Xiaoquan ancient method forging kitchen knife, white cat fruit and vegetable washing agent, and Qingdao beer sales leading.

It is reported that Douyin e -commerce has built ingenious "casting", ingenuity "weaving", ingenious "cooking", and ingenious "reward" to the four sections around clothing, food, housing and transportation. Theme knowledge. Among them, non -heritage such as Wang Xingji, Ru Porcelain, Hanfu, Su Xiu, handmade leather carving bags and other non -heritage things were specially promoted in the "Shouyi Non -Heritage" area. In addition to purchasing various non -heritage products, netizens can also understand the craftsmanship behind the production process and craftsmanship of handicrafts through short videos. For example, netizens can intuitively see the gourmet craftsman of Fangzhai, Zhiwei Guan, Gui Fa Xiang, Wang Zhihe, Liubuju, Xinghua Building and other food masters from choosing ingredients to make all processes of food.

As a national non -heritage province, Shanxi has rich categories and profound heritage. Many non -heritage projects are engraved with deep historical imprints, and they also have new charm in the present life. This year, the Shanxi African Heritage Shopping Festival, which is based on the theme of "Jinxiang African Heritage", has been launched by online and offline simultaneous startups. Understand non -heritage and let Shanxi African heritage connect the modern life of the public.

During the shopping festival, the Shanxi Provincial Department of Culture and Tourism and Douyin e -commerce cooperated in depth, and launched an online topic of "non -heritage around", launching the main video of non -heritage stories, and creating a "Shanxi African Heritage Latest Sales". Carry out sales activities for non -heritage good things. The Shanxi Provincial Department of Culture and Tourism also invited the Gold Medal (Excellent, Internet Red) tour guides in Shanxi Province to participate in the "anchor" to participate in the online live broadcast and cargo to endorse Shanxi Africa.

It is understood that the live tour guide group participating in the non -heritage market festival is heavyweight, and the net red tour guide Li Jinwei with 730,000 fans and the gold medal guide Jin Sheng have joined the shopping festival live broadcast activities. "Shanxi Story · Traveling to China", "Wutai Shan Renyi husband and wife", "Shanxi", "Shanxi Treasure" and other vibrato accounts to meet with consumers "cloud" in different time periods to share the beauty of Shanxi and popularize the knowledge of non -heritage cultural knowledge. Recommend non -heritage good things. Shanxi African Heritage Communication Human Niu Gang introduced that the "Non -Heritage Shopping Festival" set up a "gold medal guide to recommend non -heritage live broadcast room" to promote the sales of non -heritage products, and at the same time, it can further strengthen the confidence in the recovery of the cultural tourism employment industry. It can be described as more than one fell swoop.

There are many good plays in non -legacy workshop

With the goal of consolidating the results of poverty alleviation and helping the revitalization of the countryside, participating units such as local and e -commerce platforms strengthen cooperation. During the non -heritage shopping festival, through the setting of non -heritage shopping channels, unified publicity and promotion, increased traffic allocation, discounts, etc. Methods to help non -heritage workshops and related enterprises sell non -heritage products to promote employment income.

According to data from the Gansu Province Intangible Cultural Heritage Protection Center, at present, the Ministry of Culture and Tourism and the former State Council Poverty Alleviation Office supports Gansu Province to build two non -legacy poverty alleviation employment workshops. The provincial non -legacy poverty alleviation employment workshop, the city (state) identified 13, and the non -heritage workshop undoubtedly provided a broad stage for Gansu's non -genetic development. After the start of the Non -Heritage Festival in Gansu Province in 2022, the non -heritage workshops across the province of Gansu actively registered. A total of 30 non -heritage workshops participated in the display and exhibition of shopping festivals.

According to Liu Lanfang, the provincial representative inheritor of Qingyang Xiangbao embroidered, the "憨" she made is also among the publicity. This is her original work at the beginning of the year of the tiger, which combines non -heritage handicraft skills and aesthetics of the times. "" Has been seen by a well -known fast food brand, and has booked 1,000 gift boxes. It is also equipped with a gift box with non -heritage guardians, "Silk Road Self -Driving Passport" and "Ruyi Gansu · Colorful Non -heritage" Hand drawing.

To travel to Dunhuang, whether it is the local promotion or the Internet strategy, there must be a suggestion to drink "apricot water water". Apricotki is a representative project of the Tunhuang municipal intangible cultural heritage. Dunhuang apricot water production skills Liu Jun, representative inheritor Liu Jun, connected with foreign designers, creating an apricot water waters packaging and theme poster with orange -colors. This design is the same as the net black tea "tea face" and Xi'an's net black tea "tea words", highlighting the local characteristics, with the "nine -story" of the iconic building of Mogao Grottoes in Dunhuang. The bright design has become the "standard" of Park Paihuang.

According to the relevant person in charge of the Gansu Provincial Department of Culture and Tourism, during the selection stage of the non -legacy workshop in the early stage, the organizer intends to create a market event that integrates "food, travel, purchase, reward, and entertainment" This has a closer interaction with non -heritage.

According to Liu Weihua, director of the Gansu Provincial Non -Heritage and Protection Center, during the 2022 Non -Heritage Market Festival in Gansu Province, the official account of the Gansu Provincial Non -Heritage Center was half a month in advance. The 30 workshops products meet with netizens in advance in the form of video. At the same time, all participating workshops enter the "shopping festival live broadcast" matrix. In addition to offline sales, the workshop products also "meet online" with consumers in Tiannanhai North through live broadcasting.

Zhejiang Province's 2022 "Non -Heritage Purchase Festival · Zhejiang Consumption Season" is also very popular. Not only provide online traffic support for non -genetic inheritors, project protection units, Chinese old names, non -heritage workshops, and related enterprises, but also to bring cargo, group spikes, online auctions, and issue coupons. The inheritor and the public culture consumption build a platform for interaction. According to statistics, the event was launched on June 1st. As of June 13, a total of 11 districts and cities in the province participated in the sales of non -heritage products and related derivatives, with sales of 356 million yuan, of which non -heritage of them were not inheritance, of which non -heritage of heritage was There are 531 online live broadcasts of the old -fashioned store, with sales of nearly 400,000 products, and the sales amount of more than 2336 yuan, a total of 12.28 million people watch the live broadcast.

Wenzhou Shayu's mother -in -law's dry -up production skills began in 1919 and were inherited from three generations of mother -in -law and daughter -in -law. It has a history of 103 years. In 2009, the production technology of Shayu powder was included in the protection list of Intangible Cultural Heritage in Wenzhou. In recent years, Liu Binqing, the fourth -generation inheritor of her mother -in -law, has actively participated in activities such as non -heritage communities and entering the campus. It tells the story of Yueqing non -heritage folklore. The total number of online viewers exceeds 1 million.

The non -heritage workshop of the Lao Dachang sauce production technology of Xiaoshan District, Hangzhou City was created by Hangzhou Boss Changjie Monument Co., Ltd., and has 4,000 square meters of technical preparation places. Xu Weichang, a representative inheritance of the Daochang Sauce Technology District and the head of the workshop, said that the annual sales of sauce products made with traditional handmade skills are about 1.2 million yuan. Nowadays, the machining of the non -heritage background such as Wenzhou Shatao Puki and Daschang Sauce Products, which has a non -heritage background, blooms in Zhejiang.

Promoting inheritance

The non -heritage shopping festival allowed the inheritors and practitioners to obtain real benefits, and a group of non -genetic inheritors ushered in the spring of career development.

"Here is Zhejiang Leqing. Today, I will take everyone to feel the charm of Leqing's fine lines." In the short video of "I endorsed for a non -heritage of my hometown", the host talked about it, telling the hidden in Leqing hidden in Leqing The mystery in fine lines. This year, Zhejiang Province launched the "I endorsed for a non -heritage of good things for my hometown". Relying on the provincial media to propagate the power, the new media in the province's 11 cities and television media was widely mobilized, and well -known hosts were invited to talk about their hometown through their hometown. , Promote the non -heritage good things in the hometown, create a strong atmosphere, condense extensive consensus, and stimulate surging motivation for the development of non -heritage in Zhejiang. 52 Zhejiang non -heritage good things such as "Qingtian Stone Carving Shiyan World", "Yangwang woodcarving", "fine lines", "Longshan Farmers", and other 52 short videos of Zhejiang non -heritage good things were launched. The online exposure volume reached 2.348 million times, and the views were 1.824 million times.

Combined with the "6 · 18" promotion activities, Alibaba's related activities supporting the Non -Heritage Festival opened preheated at the end of May and carried out in June. During this non -heritage shopping festival, many Taobao anchors told traditional culture and recommend non -heritage good things for everyone in the live broadcast room. At the same time, the "Taobao ingenuity venue" continues to provide a display platform for non -hereditary inheritors, handicrafts, and non -heritage agencies recommended by provinces, regions and cities.

In addition, Alibaba also normalized the "Tmall Pickup Plan" and "Taobao Craftsman Program" to build a long -term operation position for the inheritor. Help non -heritage knowledge spread, inheritance supports normalization, and systematization of non -heritage talents. From June 10th to 23rd, the Yunnan Provincial Department of Culture and Tourism held a special promotion activity of Taobao handicrafts -Yunnan African Heritage Festival with Alibaba on Taobao. Good shop.

It is reported that Taobao's Yunnan African Heritage Festival has selected 14 high -quality non -heritage stores with Yunnan characteristics, namely: Li Xiaobai Silver Pot Studio, Centennial Tan's Enamel Silver, True Zhandan, Magpiece Silver Tower, Yunhu Hand Studio, Defeng Pu'er, Li Ji Guzhuang 1900, Shiping Shuaihuan Food Shop, No. 1 Silver Tower, Baiyijia Chun Sugar, Blue Continuing Ancient Fa Dye, Shanxi Church, Dali Adpat Food , Heyin Heart. The reporter found on the Taobao page "Li Xiaobai Silver Pot Studio" store that the best silver pot for sales, netizens have praised "the pot of the pot is very beautiful, the real thing is amazing" "high quality, fine workmanship, very much like, very much like "Wait.

Duan Shukun, a provincial -level non -genetic inheritor in the Bai tribe, introduced: "Dye dolls, fans, handbags and other tie -dye products are very popular with young people. In 2006, the Bai tribe was selected as the first batch of national intangible cultural heritage lists. . The Zhenzha Dye Museum has received nearly 160,000 tourists every year since the opening of the museum. We are now mainly focused on the inheritance of craftsmanship. We hope that through the models and experience models, let more people know and understand the Bai Tie dyeing skills. Feel the beauty of non -heritage. "

"Since 2019, we have held non -heritage shopping festivals on the annual 'Cultural and Natural Heritage Day'. This year, some non -genetic inheritors have done e -commerce training to allow them to learn to spread non -heritage online and sell non -heritage products , Very popular with the inheritor. "The relevant person in charge of the Non -heritage protection center of Yunnan Province introduced.

Over the years, JD.com has been actively connected with non -genetic inheritors and big brands to innovate in hand, and cooperates with the logistics warehouse distribution, finance and other all -round help, which promotes more non -heritage products that meet the needs of consumers at the moment, promote non -heritage to better integrate into the contemporary contemporary contemporary contemporary contemporary Life. In the past three years, JD.com has successfully promoted a number of non -genetic inheritors with well -known brands such as Philips, Takamura, 360 routers, Dell, Huawei, etc. to create a number of non -heritage products with national tide. Essence

From June 1st to 18th, many non -genetic inheritors, traditional craftsmen, and cultural celebrities were the "Recommended Officer of Non -Heritage". Entering the Douyin Live Room introduced traditional handicrafts to netizens, bringing goods for non -heritage good things. The relevant person in charge of Douyin e -commerce introduced: "With the upgrading of Douyin e -commerce from interest e -commerce to the whole region, the platform creates not only business value, but also hopes to create more social values ​​with multi -party efforts."

Data show that in 2021, the total turnover of the non -genetic inheritor on the Douyin e -commerce platform increased by 15 times, and the number of craftsmen obtained through the platform increased by 61%year -on -year. With the help of short videos and live broadcasts, more and more traditional handicrafts have been seen and newly developed by more people.

(Member of the interview team: Wang Shipei Luo Yan Peng Wang Wenhua; writing: Wang Shipei; Editor: Yang Shuo)

- END -