On February 15, in accordance with the unified deployment of the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism and the Department of Culture and Tourism of Anhui Province on the activity of "Culture into Ten Thousand Homes - Live Video Broadcast of hometown year", the Spring Festival cultural activity - Culture into Ten Thousand Homes, video live broadcast of the hometown year "online market cloud go, colorful intangible cultural heritage Lantern Festival" intangible cultural heritage special live broadcast procurement event sponsored by the Municipal Bureau of Culture and Tourism, undertaken by the Municipal Culture Center and co-organized by the Municipal Cultural Center Alliance, was held at the Municipal Cultural Center.
The event took the introduction and display of Lu'an's local intangible cultural heritage skills and the sale of high-quality intangible cultural heritage products as the core content, and provided a display platform for representative inheritors and related enterprises of Lu'an's local intangible cultural heritage through digital marketing means such as anchors with goods, lucky bags, lantern riddles, and short videos.
The intangible cultural heritage special live broadcast procurement meeting activity invited the representative inheritors of the intangible cultural heritage such as the production technology of Liu'an gua tablets, the production technology of Lu'an huangda tea, the production technology of Lu'an big drum book, the handicraft of hanging noodles, the production technology of Xuji peanut candy to the live broadcast room to display the intangible cultural heritage skills on the spot, and invited representatives of relevant enterprises of intangible cultural heritage products to bring benefits to the audience, so that the majority of netizens can not only see, hear and understand the intangible cultural heritage of Lu'an, but also buy these intangible cultural heritage products online.
Under the guidance of the host and guests, representative inheritors of intangible cultural heritage and representatives of relevant enterprises took turns to take the "Eighteen Martial Arts" to introduce and display the history and characteristics of intangible cultural heritage representative projects and introduce intangible cultural heritage products to the vast number of netizens; Free benefits, preferential promotions, and lucky bags detonate the live broadcast room. In the four hours, the total sales of the live broadcast reached 120,000 yuan, and the number of viewers exceeded 403,300.
Netizens not only bought their favorite intangible cultural heritage products in the live broadcast room, but also left messages saying: "I like these intangible cultural heritage projects very much", "Intangible cultural heritage is a treasure", "I am interested and I also want to learn".
In recent years, the Municipal Cultural Center has worked hard to innovate around the work of intangible cultural heritage, adhered to the brand development of intangible cultural heritage activities, and increased the publicity and promotion of lu'an's outstanding local intangible cultural heritage representative projects and enterprises. As the intangible cultural heritage protection center of Lu'an, it will continue to build a good display platform for excellent cultural products, so that the general public can share the fruits of cultural development.
Source: Zhao Linyue
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Editor-in-Charge - Zhang Shu
Proofreader - Li Donglin Mao Jingjing
Reviewed - Wang Zhengchao
Issued - Zha Qi, Zhu Tao, Zhou Wei