China Youth Daily client news (China Youth Daily, China Youth Network reporter Wang Haihan Wang Lei) returned to his hometown for 4 years, Anhui Huangshan post-95 self-media entrepreneur Zhang Zhe is determined to do one thing - how to use creativity to make the broad and profound Hui culture out of the circle.
As the founder of Songzi Media, she has experienced brain-burning attempts again and again, and finally created a Hui culture talk show column "Pine Nuts Nagging" with her companions. Wang Mantian fish lamp, embedded word bean candy... The folklore and skills of Huizhou, which have been passed down for thousands of years, have unloaded the heavy sense of history, broken through the ground with a flexible posture, and re-launched with the style of youth. When the explosive short video flashed countless mobile terminals, people's aesthetic distance for the ancient Huizhou became shorter and shorter, and then began to use modern leisure methods to open Huizhou again and experience Huizhou.
Creativity is inseparable from the soil of culture, Huangshan is born with creative genes, in addition to the Huangshan Mountain Scenic Area with "world cultural and natural heritage", the historical Huizhou is a fertile land for the collision of ideas, schools and cultural integration. This year's Seventh Party Congress of Huangshan City proposed to build a "five cities" of landscape and humanities, a city of creative innovation, a city of open hubs, a city of youth and vitality, and a city of beauty and happiness.
Obviously, the words "youth" and "creativity" have become the keywords of the new development stage of Huangshan, supporting young people and cultivating creativity have become the conscious pursuit of the whole city and all walks of life, and "Creative Huangshan" has become another business card of the times in this cultural thick land.
When creative youth meet creative cities, what kind of youthful vitality will be released? In the view of Ling Yun, secretary of the Huangshan Municipal Party Committee, youth is the hope of the city, Huangshan City puts youth in the C position of Huangshan development, builds a youth-friendly city, gathers the world's talents with the city of youth, and achieves youth Huangshan with young talents, so that Huangshan becomes a city of youth that is uprooted and surging forward, and becomes a vibrant capital of diverse visitors and innovative people.
First, out of the circle: creative youth for Huangshan endorsement
In 2017, Zhang Zhe, who once drifted north, chose to return to his hometown to develop. She found that the market is all outdoor and print advertising business, and there are very few elements of design and planning. "I like to study creative videos, there is no video self-media in the local area, and I want to fill this gap through entrepreneurship."
Zhang Zhe also remembers that in December 2017, the first program "Post-90s Girls Explain Xu Guo Arch against the Sky" was launched, although it caused some attention, but the copywriting planning was not very mature, and some terriers were more like awkward chats. Someone in the background left a message, "I can't accept this way of language." To this end, the team invited expert consultants in the field of cultural tourism to repeatedly study Hui culture and folklore and consolidate the basic skills.
Kung Fu pays off. In 2019, Zhang Zhe came to Wang Mantian Village, Xitou Town, Shexian County, to record "Disney in the Mountains of Huizhou" to explore the "Playful Fish Lantern" that has been circulating for thousands of years - a folk activity spontaneously hosted by young people before the project. After the video was broadcast, some netizens came from thousands of miles away, just to see the "fish lamp". What moved her even more was that a strange netizen on the B station sent a private message, "Seeing your video, I did not let go of every picture, and finally explored a way to make a fish lamp skeleton."
In recent years, Zhang Zhe has filmed and produced "One Minute in Huangshan Mountain", "Young, What Shape?" " and other works have received rave reviews. The team has made important contributions in disseminating the natural scenery and culture of Huangshan.
As a representative inheritor of the intangible cultural heritage of Anhui Province, Zhu Wei is also struggling to pursue "creativity". After graduating from Anhui Agricultural University, he returned to Huangshan to inject modern aesthetic elements into traditional craft products, bringing modern emblem carving artworks such as tea ware, flower ware, incense ware, and furniture into the theme store of the high-speed rail station.
"Creativity ultimately drives the economic, cultural and social development of Huangshan, sends out high-quality product ideas and culture, and invites outstanding creative talents to come in." In his view, by creating experiential research products and cultural and creative products, the intangible cultural heritage will be integrated into modern life, so that more people can understand the great cultural IP of "Huizhou" and make the tradition fashionable.
Creativity is not only to activate history, but also to connect with the future and embrace fashion. In the early winter, programs tailored for young people are even more dramatic. At the Huangshan City Exhibition Hall, Huangshan's first e-sports carnival is in full swing; outside the museum, the first Huangshan Youth Creative Market brings a new experience, with tide play interaction, cultural and creative fun, food enjoyment, trunk market...
At the same time, the Chinese calligraphy and painting town located in Yixian County, the autumn leaves are golden, and the second Huangshan Youth Sketching Art Season Exhibition kicked off, and eight major sub-districts such as "New Expression", "Trend Boundless" and "Wind and Things in the World" focused on the creative style of the new generation of art.
"Creativity calls for young people, hoping that young people will inherit the spirit of Huishang, be down-to-earth, really do solid work, publicize Huangshan, promote Huangshan, be good at using market logic and capital power, establish creative thinking, capture creative inspiration, let creativity produce benefits, and let wisdom bring benefits." Ling Yun, secretary of the Huangshan Municipal Party Committee, said.
II. Extension: Young People Returning to Their Hometowns to Devote themselves to "Creativity +"
In recent years, more and more young people have begun to embark on a journey back to their hometowns, extending the creative industrial chain and promoting the integration and development of culture, art, tourism and other formats.
When Ye Xin, secretary general of the Anhui Homestay Association, returned to Huangshan to start a business, he opened a media company, and with the expansion of business, the company gathered 70 young people. It was the gathering of young people that made him realize that the preparation of theme homestays can build a platform for exchanges for tourists to come and go. At present, the company has opened 4 characteristic homestays.
In the process of preparing for the homestay, Ye Xin learned that on the one hand, many people have the need to invest in country houses, and on the other hand, a large number of resources in rural areas are idle. In order to solve this problem, under the guidance of the Yixian County Party Committee and County Government, led by the County State Investment Corporation, the "Two Mountains Bank" rural resource asset trading platform came into being. Ye Xin's company participated in the information construction of the platform and became the operator.
Ye Xin introduced that the platform draws on the bank's mode of absorbing idle funds from scattered depositors, carries out large-scale storage and market-oriented operation of fragmented ecological resources such as mountains, water, forests, fields, lakes, grasses, and idle farmhouses, introduces social capital and operation management, and transforms ecological resources into high-quality "asset packages". "This fundamentally solves the problem of idle assets of rural operating land and turns the transaction of rural idle land rights and interests into reality." Ye Xin said.
"Almost all of our operations team are huangshan natives." He firmly believes that with a good platform, it is even more possible for young people to sink their hearts, put their energy and emotions into rural construction, lead the villagers to develop homestay, health care, research and learning industries, and turn products into gifts, pastoral gardens into parks, and creativity into business.
Hu Gaofeng, a post-85 returnee entrepreneurial youth, tested the waters of creative agriculture in Baiji Township, Xiuning County, starting from humble dried sweet potato products.
His entrepreneurial philosophy is simple and pure – uniting villagers to produce natural agricultural and sideline products. He and Huangshan University to carry out industry-university-research cooperation, the determination of agricultural products nutritional elements, to achieve controllable processing, traceable source, results can be detected, the main dry goods, mountain treasures, grains, soups, fresh and other more than 200 products.
"Creative agriculture, we must pay attention to personality and innovation, we have the obligation to polish the IP of our hometown." Hu Gaofeng introduced that the company's creativity is reflected in the product packaging, the packaging of "Maohui" products does not use traditional Huangshan elements such as Yingke pine, but vaguely embedded in the Cultural Imprint of Huizhou such as lattice windows. The operation reflects the cross-border thinking, and cooperates with insurance, finance and other industries to create a Fukang gift package.
Cheng Xuefeng, a post-90s generation from She County, Huangshan, worked at Alibaba and accumulated a lot of experience in customer development management, e-commerce operation and promotion. In May 2020, she returned to Huangshan to start a business, and quickly explored the current situation of the e-commerce industry in Huangshan and found her own way. "The hometown is very rich in resources, and there are many opportunities and space for e-commerce."
On June 11, 2020, she set up an e-commerce company, and her business is divided into two major sectors: self-operated and agency operation. Through big data analysis, the company accurately positions and sells gift tea, from tea selection, to packaging design, to operation after-sales, providing one-stop customized services to bring the gift attributes of tea to the extreme.
At the same time, she found that many traditional enterprises in Huangshan are eager to transform, but they do not know much about e-commerce operations or lack professional talents. Small in stature and fiery, she first won the agency operation authorization of the local veteran furniture manufacturer, and then gradually expanded the agency operation plate to hair products and fast-moving consumer goods.
Cheng Xuefeng said, "The company uses the Internet to promote Hui culture and Huangshan specialties to the whole country, and also shares operational technology and experience with more small and medium-sized enterprises and entrepreneurs, hoping to activate more creative e-commerce models."
Desire: What to attract young talents
Since the beginning of this year, Chen Qian, who is engaged in new media operations in Huangshan, has the most intuitive feeling that customers are increasingly demanding creativity, and she quipped that the young people responsible for planning "lose their hair non-stop", brainstorming almost every day, and then communicate with customers for several rounds. From language expression to script writing to video imaging, it is constantly being upgraded and reshaped.
In fact, good ideas are inseparable from the collision and exchange of ideas. To this end, this year, the Huangshan Municipal Party Committee of the Youth League led the establishment of the Youth Creativity (Huangshan) Alliance, which aims to integrate the city's creative innovation and entrepreneurship youth resources, create an industry-university-research cooperation platform integrating R&D and production, learning and training, application promotion and industrial development, build an alliance community, improve the innovation ability and core competitiveness of creative products, and form a regional brand.
Needless to say, if you want to attract young creative talents, you must come up with a policy of real money and silver. A few days ago, the closely watched Huangshan Welcome Song Talents Plan was officially released and will be implemented in January next year. Its focus is to launch special education programs such as life and health industry talents, young creative innovation and entrepreneurship talents, and Huizhou ancient construction industry talents.
It is rare to list creative innovation and entrepreneurship talents as special talents in the country. Chen Cheng, director of the Talent Office of Huangshan City, introduced that "Creative Huangshan" provides new ideas for talent policy formulation - policy formulation should be tailored to local conditions, based on the requirements of creative empowerment, and promote the deep integration of industrial development and talent growth. The special talent introduction plan aims to promote the deep integration of the industrial chain, innovation chain, capital chain and talent chain.
In order to further implement the Yingkesong Talents Program, the Huangshan Municipal Party Committee is taking the lead in formulating special implementation rules for young creative innovation and entrepreneurship talents, and has specially tailored a set of support policies for creative youth, including focusing on the selection of outstanding young talents and jointly funding college students' entrepreneurship projects with local universities.
"Most of the creative talents are young people who have returned to Huanghuang, and most of them are start-ups and asset-light operations, mainly concentrated in the fields of smart cultural tourism, advertising exhibitions, creative design, film and television performances, new media services, animation and games." Cao Yu, secretary of the Huangshan Municipal Party Committee, said that the league organization should focus on "retaining young people and helping the development of creative industries", from the cultivation of creative ideas to the support of the entrepreneurial process, to the landing of creative projects, to provide full-chain services and full-process support, and jointly build an industrial system that is compatible with the ecological environment of Huangshan and integrated with huizhou's cultural heritage.
In Cao Yu's view, the development concept of "Creative Huangshan" has pointed out the work direction for the Communist Youth League organization, and will serve the overall situation of development in the future, build a full-factor entrepreneurship service system, provide policy support, mentor help and other services for entrepreneurial youth, and let the youth dream break ground in creative innovation.
(Sun Ke of the Huangshan Municipal Committee also contributed to this article)
Source: China Youth Daily client