Insert the wings of the Internet for non -heritage

▲ Zhu Liqun, a non -genetic inheritor, studied live selection

Inherit the ancient Suluo skills with "youthful"

"Welcome everyone's arrival! The new products we launched this year are ..." The day before the "Cultural and Natural Heritage Day" this year, the "Wu Luo Weaving Skills" non -heritage representative inheritance of the "Wu Luo Weaving Skills" of the Non -Heritage Shopping Festival of Jiangsu Province this year, Zhu Liqun The sound room interaction with fans enthusiastically, and the state is easy and natural. Surprisingly, on the same day, the sales of Rob's fabrics exceeded 100,000 yuan, reaching the highest sales value in the history.

As a kind of silk, "Luo" is twisted by the meridian and then intersects with the weft line to form a hole. Suzhou's non -heritage handmade door "Wu Luo" or "Su Luo" refers to Luo, which is weaved with Suzhou, which refers to the "Four Classic Tarlings", which is one of the highest skills in Robe.

▲ Zhu Liqun, a non -genetic inheritor

Fingers the abdomen, hook up the yarn, and the wooden shuttle flipped like a butterfly on the weaving machine. In the 1950s and 1960s, the Jiangsu and Zhejiang area "family spinning and weaving, villages and villages heard each other." Ears, Zhu Liqun had a good opinion of weaving since childhood. After graduating from high school in 1976, Zhu Liqun, who was assigned to the former Wuxian Woven Factory in Wu County, Suzhou, met the old -fashioned iron wood silk weaving machine and officially opened his career. At the age of 19, he worked in a workmanship, started a business at the age of 39, and copied unearthed cultural relics at the age of 59. Forty years, like a day, it is Zhu Liqun's love for Wea Luo and his belief in inheriting this non -heritage skill.

"For decades, I want to let more people know the beauty of Suluo." Because of the love for Rob's, and because of knowing that the inheritance of Torodica was not easy, Zhu Liqun was unwilling to see that Suluo was just displayed in the museum's display. Product, "Shouyi 'is more to pass the art'. Only by holding in your hands and wearing it can you really appreciate the value of Suluo and feel the cultural root of the deep period."

With such an idea, in early 2021, the "Zhu Buber's Su Luo" account was launched on Douyin. Zhu Liqun keenly noticed that the "Hanfu heat" and "national tide" rose in China, and more and more young people spontaneously studied ancient costume culture. At first, the short video on the account was mainly a science -popularized Luo shirt display. I did not expect that many netizens will pay attention soon. After half a year of account operation, the number of fans has doubled. Zhu Liqun received a lot of comments, hoping to get out of clothes and online products.

As a result, Zhu Liqun quickly changed his mind. In July 2021, he moved the weaving machine into the live room, pushed Rob fabrics to the online sales link, and promoted weaving Rogers in the square inch screen.

"The scene of textiles makes people quiet down." "Suddenly remembered helping grandmother's spinning line when I was a kid" "I hope these beautiful colors and feelings entered life" "I want to learn to learn Owra" ... For a while, Douyin account Zhu Bobo's Su's Su Luo rolled up the beautiful memories of netizens as childhood, and gathered a group of young people who love traditional culture, becoming a space for non -genetic inheritance and cultural communication.

"Can the styles be younger?" "Can the price be more affordable?" "Can the products be more diverse?" Many fans also actively express their expectations and add inspiration to Zhu Liqun's creation works and production products. To this end, on the basis of continuing traditional skills, he spent a lot of time studying modern aesthetics, improving clothing styles, making color fixed dyeing, and then collecting fan suggestions through the Internet platform.

After several innovations, Zhu Liqun's "Su Luo's small shop" opened by Douyin e -commerce has been sold well over the past year, selling more than 4,000 unicorn fabrics. "Originally, it was mainly exported. Now the situation is reversed, and the proportion of domestic sales accounts for 80 %." Zhu Liqun said.

Today, in the "Suluo's small shop", Rob no longer appears in a single fabric. Except for coats such as Luo Shirt and Luo skirts, the price of daily necessities such as hair circles, Luo Fan, and Ropa Promoted. "The beauty of Gusu, coming from Yi Luo." The former "luxury goods" flew into the home of ordinary people.

"We will launch new products every month." Zhu Liqun increased the development of Lou fabric derivatives, hoping that through small objects, people can truly contact, understand and fall in love with "Luo". To this end, Zhu Liqun has also formed a special R & D team to specialize in processing techniques such as the needle, coloring, printing, and pricing of derivatives, and subdivide product styles, functions, pricing, etc. to inject new vitality into traditional craftsmanship.

Through Douyin short videos and live broadcasts, at present, "Dabo's Suluo" has 110,000 fans and harvested 1.881 million likes. Among them, the most popular short video was praised by 141,000.

After expanding the domestic market with the help of the Internet, the concerns affected by the inheritance and product promotion of the new crown pneumonia gradually faded, and Zhu Liqun was more confident in the future. "Douyin e -commerce has shortened the distance between traditional skills and consumers, so that more and more people are willing to pay for craftsmanship and do cultural consumption. This greatly promotes the innovative development of non -heritage." The Internet and e -commerce platforms can send more high -quality silk fabrics to people. They also hope that through their own efforts, more people, especially young people in love with non -heritage, take the initiative to understand non -heritage, inherit the tradition of thousands of years, inheritance for thousands of years In the skills, I feel cultural self -confidence more strongly. ▲ "Wang's hand creation" cooperated with the Summer Palace to launch handicrafts

When the embroidered mother won the popular IP derivative copyright

For more than 8 years, more than a thousand embroidered ladies participated in production and won the copyright of multiple popular IP derivatives ... In Miao Village in southeast Guizhou, a non -heritage brand called "Wang's Hander" allows Miao embroidery for thousands of years. Entering contemporary fashion, let the craftsmen get out of the mountains and re -understand the power of craftsmanship.

"I believe in the power of craftsmanship. It is not a shocking waves, but it can be dripped into the vicissitudes of the sea." Wang Danqing, the founder of the brand, used his experience to confirm his belief.

In 2004, Wang Danqing was admitted to the folk art design major of the Academy of Fine Arts of Guizhou University for Nationalities, and then studied the design of fashion jewelry. Since childhood, she has loved handicrafts and made some gadgets in her spare time, and tried to sell it on Taobao. I did not expect that many people would interested. The first batch of handicrafts made will be sold soon. The encouraged Wang Danqing then began to learn to shoot product pictures and write copywriting. At this time, she couldn't imagine that in the future, this group of products opened the fate of a young girl and more than a thousand embroidered ladies.

After graduating, Wang Danqing did not rush to work and start a business, but focused on design with his hobbies. To this end, she embarked on the journey and began to find hundreds of folk handicraft embroidery skills in hundreds of handicraft villages in Guizhou, Yunnan, Guangxi and other places, and experienced colorful and non -heritage in the field. After studying for a period of time, she simply went to Beijing to continue their studies and systematically study national and non -heritage skills.

In 2013, Wang Danqing officially opened a Taobao shop, named "Wang Danqing's hand creation", and later renamed "Wang's hand". Because of its exquisite craftsmanship and unique design, in 2014, there were more orders in Taobao stores, and the number of pre -orders even far exceeded product supply. "Sometimes the order received a day is equivalent to the handmade output of the previous half of the year." Wang Danqing recalled. Benefiting from the demand for the market for non -heritage products, Wang Danqing finally decided to return to Guizhou Province, Guizhou Province, hoping to dig an embroidery culture there, find the embroidered mother who is willing to join, and let the Miao embroidery inherited for thousands of years walk through the Internet through the Internet Entering more people's lives.

With the help of a local alumni who knows Miao language in Guizhou, Wang Danqing started a training course and trained the embroidered mother. On the one hand, the Miao embroidery design patterns that were integrated into the modern aesthetic were handed over to the skilled embroidered mother. The ancient techniques and urban fashion life in Dashan are connected in the overlapping of network cables and needle lines.

According to consumers' feedback, Wang Danqing will seek the fusion between the mixture, folk decorative paintings, and Western murals on the basis of retaining the embroidery technology and materials. "Don't look at earrings, necklaces, brooches, etc., the workload behind it is amazing." Wang Danqing confessed that in order to maximize cultural value, in addition to considering creativity such as shapes and patterns, the design of non -heritage products must also consider embroidery involved in the embroidery involved Multi -color matching is superimposed, and the average product takes only 4.8 hours for each product, and one person can only embroidery 2 to 3 a day. "Handicrafts are not standard parts on the assembly line. Each has the temperature of craftsmen. We also hope to convey this kind of mind to everyone so that people can realize the inheritance of the inheritance behind the non -legacy." Wang Danqing said.

In the past few years, in addition to traditional handicrafts, the stores also have realistic and cute dolls, embroidered autumn and winter masks, and unique and beautiful seedling earrings, brooches and other various original handmade seedling products. "Wang's hand creation" has developed from a Taobao shop only belongs to Wang Danqing's personal, to more than 20 full -time employees and more than 1,400 professional embroidery maids. Nearly 5,000 craftsmen who have participated in production, the annual sales of the year 10,000 yuan was increased to 10 million yuan, and more than 850,000 store fans.

From the construction of the first Guizhou Guizhou Guizhou Guizhou, to more than 30 handicraft villages today, it is located in many remote areas such as the Nujiang Moistan in Yunnan, the Hami Vivienes of Xinjiang, the Budi of the southwestern Guizhou, and the Zhejiang Dai people. "Chuang" drove a large number of embroidery maiden to get rich, use the power of the product to activate the potential of the market, nurture rural artists, and promote the creative transformation and innovative development of Miao embroidery.

After several years of precipitation, "Wang's Hand Chuang" also won the authorization of many popular IPs such as "The Return of the Great Saint", "Big Fish Begonia" and "Your Name", and developed a series of prototype dolls, bracelets, and computer bags. Wuling in creative products; also cooperated with the Summer Palace and other scenic spots to launch New Year gifts, and cooperated with international beauty brands to launch cosmetics bags and joint packaging.

"The advancement of craftsmanship requires lifelong learning, and the inheritance of culture needs to adhere to life. I hope that the circle of non -heritage protection and inheritance is getting bigger and bigger." Wang Danqing also revealed that at present, she and the team will also look at more traditional handicrafts and develop " 108 crafts "projects, copy the successful experience of Miao embroidery" touch the net "to the development of various non -heritage arts such as tie -dyeing, hand -woven fabrics, oil paper umbrellas, scissors, etc., help more people to expand the sales of non -heritage products and spread together The beauty of non -legacy. ▲ Meng Xiangjun's design improvement of traditional straw editors

Non -heritage products in small counties of small counties quote the global "grass"

The corn leaves that were originally used to burn the fire were recovered. After hand -dyeing and weaving, it became a beautiful storage basket and a straw bag ... The skill of this "grass into gold" is the straw editor. In 2008, this traditional compilation technology with herbal plants was selected in the second batch of national intangible cultural heritage lists in 2008. By 2020, when Yangducao's preparation skills were selected as the fifth batch of non -heritage lists in Yinan County, Shandong, Yin Huiju and her son Meng Xiangjun, who were representative inheritors, made new efforts. A small county in the small county has also been named Yang Yang at home and abroad, and also drives more than 2,000 surrounding women to employ a job at home, allowing traditional skills to integrate modern life, and rejuvenate a new vitality.

"This year's participation in the non -heritage shopping festival, in just a few days, our straw products reached nearly 60,000 yuan, which has doubled compared Essence

The factory of Meng Xiangjun's family was opened in the 1990s with her mother Yin Huiju, who was 14 years old. Factory products have been exported to overseas through foreign trade, but for a long time, the straw editors that have condensed the wisdom of the artist have only been used as semi -finished products and earned meager profits in the exit.

"In the past, grass editors were just a vegetable basket in the eyes of Chinese people. The entire industry has been processed for foreign brands. I want to improve the products and traditional weaving techniques, to be a product that Chinese people are willing The value of the bilateral edit. "After graduating from college, Meng Xiangjun told his mother that he wanted to come back to make a grass.

At the beginning of the operation, there were many difficulties. In the past, the straw products produced in the past have simple styles, ordinary compilation methods, and have little room for skills. Meng Xiangjun wants to change the inherent impression of Chinese people in the grass, and we must design products that are more in line with modern aesthetics. As a result, he kept pondering the creative design, including many complex compilation methods that were not used often, such as flat wheat ears and 7 braids of corn skin. Yin Huiju and the grass editor -in -chief repeatedly tried and studied carefully, and finally gradually picked up some traditional compilation methods and saved it back.

▲ Vituki brand online live broadcast

With the foundation of innovation, at the end of 2018, Meng Xiangjun founded the VINE Vitamin brand. Through its own design team and self -production and processing, traditional skills and fashion collide, and continuously launch a design -like straw bag.

In 2019, after opening the online store for less than half a year, Meng Xiangjun was invited to participate in the Taobao Creation Festival, and the fans of this new store in VINE Weine increased from hundreds of to three or four thousand, which made Meng Xiangjun and his mother Yin Huiju more determined Essence

What is impressive is that in recent years, the strong support of national policies and the support of local governments have given young non -heritage brands a lot of room for development. Meng Xiangjun often takes products to participate in various non -heritage exhibitions and cultural activities. At the same time, through the offline bazaar and other activities of Taobao, he met a large number of craftsmen who also loved non -heritage and consumers who love traditional culture. "'Non -heritage+Internet', let us have the opportunity to communicate between the non -genetic inheritance crowds, and also let us establish a more direct connection with consumers." Meng Xiangjun said.

Meng Xiangjun will adjust the product, design and operation model in time according to the needs of consumers. "The list received by the factory in the past was given by a foreign trade company. We finished the design drawings. I don't know who buy and feel how to use it. Now, through the Internet, we can intuitively understand the needs of consumers, and then put the product, the product, the product The service is better. "Meng Xiangjun said.

The ordinary corn leather is naturally fused with warm leather, plain cotton and linen, and various types of woven and embroidery, plus colorful color matching ... After injecting fashionable design elements, the straw bag is no longer "rustic", "vegetable basket" The synonym has become a trendy item loved by contemporary young people. Vine Vine's non -hermit editors have harvested a large number of young fans. "On the back is the most adjustable migrant worker in the entire office!" "The quality of the bag is very good, and it has a taste of ethnic style. I like it very much." In the evaluation of the store, many consumers praise it.

Consumers have a high enthusiasm for non -heritage products, and the sales of products are good. Meng Xiangjun also plans to expand the brand of grass -edited home, integrate a variety of materials such as vines, bamboo, grass, willow, and develop creative lamps, art home homes and other product lines. "After deep 'touching the net, we even realize that the creativity, production, design, and marketing of non -heritage products need to keep up with the changes in the times. Non -genetic inheritance requires more young power to join. Non -heritage products need to shorten the distance from consumers. . Only by actively adapt can we go further and affect more people. "Meng Xiangjun said.

So far, Yangducao has set up 5 workstations and more than 70 processing points in Yinan County and surrounding counties and cities, which has promoted more than 2,000 left -behind women for employment.It is worth mentioning that Meng Xiangjun and Yin Huiju actively participated in public welfare operations and co -produced with Ali to make orders for remote villages such as Yunnan and other places.Chance.(The picture of this article is provided by the respondent)

"China Culture News" on July 12, 2022

The 7th version published a special report

"Inherit the ancient Suluo Skills with" Young State ",

"When the embroidery mother wins the popular IP derivative copyright",

"Small County Non -Heritage Products" "Global" Grass "

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Editor -in -chief: Chen Xiaoyue

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