Recently, Jingdong announced the launch of a joint limited peripheral product in conjunction with the CCTV Spring Festival Gala, including the Golden Bowl Set, Longquan Celadon Daffodil Bowl and Jingdong E Card. Among them, the production process of daffodil bowls originates from the Zhejiang Longquan kiln, which has a history of porcelain making for more than 1700 years.
Longquan kiln began in the Three Kingdoms and Two Jin Dynasties, flourished in the Northern Song Dynasty, and flourished in the Southern Song Dynasty. It is said that in Longquan, each master has his own unique glaze recipe, so there are no two identical Longquan celadons in the world. These jade-like celadons, 2022 engraved with the "0001-2022" limited number, will be used for CCTV gifts and online lottery, and the same Narcissus Bowl will also be sold simultaneously in Jingdong.
Jingdong and Longquan Celadon opened up a new thinking of non-genetic inheritance
"As a Spring Festival Gala that enters every household in China, its own influence and radiation are very wide, and it will certainly be of great help to Longquan Celadon to enhance its influence." Jin Yirui, representative inheritor of the world intangible cultural heritage "Longquan Celadon Firing Technique" and vice president of the Zhejiang Provincial Time-honored Enterprise Association, said.
In order to be able to do a good job in this batch of products, the craftsmen of Jinhong Porcelain Industry have been working overtime before the Spring Festival. "It is too rare to be able to become a joint model for the Spring Festival Gala, so we only want to successfully complete this matter, and we have not calculated the yield rate, as long as it can be burned, the cost we do not care." Mentioning the Daffodil Bowl of the Spring Festival Gala this time, Cai Jinyan, sales manager and intermediate arts and crafts artist of Longquan Jinhong Porcelain Industry Co., Ltd., could not hide his excitement, "As long as the quality is achieved, other things are not important." ”
Not only that, but craftsmen also need to deal with the influence of various external natural factors. "Recently, there have been more rainy weather in the south, so our construction period has been extended, which is also a challenge to wait for." In Cai Jinyan's view, making this kind of handicraft that has been passed down for thousands of years is more like a dialogue with time. "The test is patience, it needs to be focused, it needs to wait, it needs to be really loved, so that it can really polish the ingenuity."
The ever-changing digital technology has opened up new spaces and paths for carrying forward China's excellent traditional culture. At present, enterprises engaged in the inheritance of intangible cultural heritage, especially traditional crafts, are mostly small and medium-sized enterprises, and their development difficulties are poor sales and supply chain channels. Cai Jinyan said that the reason why their Longquan celadon can become a joint product of the Spring Festival Gala, and the sales volume in recent years has always maintained steady growth, in addition to their thousand-year-old skills, is also related to their active transformation to digitalization and intelligence.
In recent years, Jingdong has actively promoted Longquan Celadon to enter thousands of households, helping the inheritance and development and innovation of "intangible cultural heritage" traditional firing techniques. According to Cai Jinyan, in the cooperation between the two sides, Beijing Tokyo Manufacturing has built an efficient retail system for them, helping them reduce costs and expand sales channels. "The main force of consumption in the future will definitely be young people, but celadon itself is a more traditional thing." Thanks to JD.com's deep insight into consumers, we understand the current direction of 'national tide' that young people are keen on, develop more new products that meet the preferences and needs of young people, and sales have increased steadily. ”
The value of the new entity enterprise "helping reality with reality" model is highlighted
Traditional industries are the representatives of the real economy, and the real economy is the foundation of a country's economy. At present, the mainland economy has entered a new stage of development, and the transformation of traditional industries has also been put on the agenda. On December 28, 2021, the Ministry of Industry and Information Technology and other eight departments issued the "14th Five-Year Plan" Intelligent Manufacturing Development Plan (hereinafter referred to as the "Planning"). The "Planning" combines the characteristics and differences of various industries to deploy how traditional industries can promote intelligent manufacturing.
In fact, not only Longquan Celadon porcelain, but also the pain points of many traditional industries need to complete the transformation and upgrading from manufacturing to "intelligent" manufacturing through the combination of digital technology. To this end, JD.com gives full play to its supply chain and technical service capabilities to meet the needs of digital transformation and upgrading of many physical industries such as automobiles, energy, machinery, home appliances, etc., promotes the upgrading and transformation from factories to industries, iterative breakthroughs, and promotes partners to improve quality, reduce costs and increase efficiency through the "digital brain".
For example, in the automotive industry, BAIC and JD.com have cooperated in digital procurement of industrial products, intelligent cockpits and unmanned logistics vehicles, and enterprise cloud migration, and comprehensively deepened the digital transformation of the whole chain of research, production, supply, marketing and service. JD Cloud provides a variety of proprietary cloud products and services for BAIC, and after beiqi Blue Valley Cloud goes online, it saves 50% of IT costs such as servers for BAIC. In June 2021, JD Retail Cloud launched the online mall APP created for BAIC, and hundreds of vehicles were sold in half a year. This system integrates the information of thousands of offline stores of BAIC across the country, so that consumers can not only watch cars online, but also make an appointment for any offline store in the country to test drive and pick up the car, and can also enjoy the whole life cycle services from car purchase to car maintenance, car repair, and old car replacement.
After 18 years of development, Jingdong has established a supply chain infrastructure covering the whole country, operating about 1,300 warehouses, serving more than 600,000 administrative villages, and achieving "same-day delivery" or "next-day delivery" in 93% of districts and counties and 84% of townships and towns across the country. At the same time, it has nearly 10 million SKUs of self-operated goods and tens of thousands of offline physical stores. All these give JD.com the most important attributes of a physical enterprise. From this point of view, JD.com is not only a company that only provides digital technology, but also a new type of entity enterprise with both the genes and attributes of physical enterprises, digital technology and capabilities.
Some people think that the new entity enterprise is just a new word of the times, but from the process of its occurrence, development and development, we may wish to think that the new entity enterprise can provide an effective solution for the difficulties and pain points in the development of the real economy. As Zhao Ping, vice president of the Research Institute of the China Council for the Promotion of International Trade, said at the parallel forum of the 2021 Zhongguancun Forum "New Entity Enterprise", "The new entity enterprise has the typical characteristics of 'three new': first of all, the new industry, the new entity enterprise maintains a high amount of investment in technology research and development for a long time, with high-tech attributes, and digital capabilities are its core competitiveness; secondly, the new format, the new entity enterprise online and offline at the same time, and breeds new formats and expands new growth points; and finally, the new model, the new entity enterprise through innovative service model." 3. Open service system to form an intelligent supply chain covering the entire industry. ”
Therefore, a new type of entity enterprise like JD.com that breaks through the circle and strengthens the real economy at the same time, through horizontal cost reduction and efficiency improvement, vertical quality improvement and upgrading, fully integrates digital technology with the real economy, thereby helping all partners to transform and upgrade, and achieving win-win results for all parties. To this end, we might as well give new entity enterprises more time and space, opportunities and support, so that they can gradually mature, so that the model of "helping reality with reality" will be more perfect, so that new entity enterprises can become a force to help the high-quality development of the mainland economy.