Shahe bird cages, olive core carvings, tenon blocks, porcelain plate paintings... In the live broadcast room, the visible craftsmanship allows the intangible cultural heritage to "fly into the homes of ordinary people". Recently, People's Creative and Taobao Live jointly launched the "Special Session for Live Broadcasting of Intangible Cultural Heritage Craftsmen", more than 20 non-genetic inheritors and handicraft craftsmen simultaneously broadcast online, attracting millions of netizens to watch online, and nearly one million yuan of intangible cultural heritage and handicraft products were sold on the same day. "Live broadcast + intangible cultural heritage" has created a new model of cultural dissemination.
As a cross-border integration platform focusing on the field of culture and creativity under the People's Daily, People's Creative joined hands with Taobao Live to launch the "Special Special Special Session for Live Broadcasting of Intangible Cultural Heritage Craftsmen", and through working with non-genetic inheritors and craftsmen, to promote hundreds of ingenious and good things in the form of live streaming and goods. Relying on the aggregate energy of the e-commerce platform, through a number of measures such as media assistance and traffic support, the intangible cultural heritage and traditional handicrafts can be seen by more people, creating better economic benefits for craftsmen, and ultimately helping non-genetic inheritance and realizing the revival of intangible cultural heritage.
The craftsmen who participated in this special live broadcast were the second generation inheritors of the Guangdong Provincial Intangible Cultural Heritage Shahe Birdcage Craft Project, the sixth generation of Ye's boxwood carving, the young potters with ten years of wood burning experience, the ten-year-old Chinese building mortise and tenon building craftsmen, the rope weaving jewelry designers, the porcelain plate painting craftsmen, the olive core carving craftsmen, etc. They take the e-commerce platform, plug in the "wings" of modern communication, and let the traditional intangible cultural heritage skills be seen by more people through live broadcasting, and the beauty of intangible cultural heritage is appreciated by more people. They swept away the low-key implications of the past in the live broadcast room, introduced the beauty of tradition, and even amplified the voice to promote "selling goods".
In this live broadcast, Chen Jinghua, the second-generation inheritor of the Guangdong Provincial Intangible Cultural Heritage Shahe Birdcage Craft Project and the post-85 generation, became the anchor, and in his live broadcast room, he displayed the cultural and creative products created by the Qingyuan Shahe Birdcage Making Technique, which was included in the Intangible Cultural Heritage Project of Guangdong Province; in another live broadcast room, Ye Weiping, the founder of the Dongguan brand, who was deeply influenced by the local lacquer culture in Fujian, used the ancient lacquer technology of lacquer and combined with modern art to create lacquerware into a new contemporary art aesthetic work. There are also pottery masters in front of the camera in the live broadcast room patiently demonstrate the purple sand pot production process to the audience, and answer questions for netizens one by one, attracting a group of netizens to watch, and do not stop liking and placing orders.
At this event, People's Creative opened the "People's Selection Live Broadcast Room", bringing a number of cultural gifts from the Forbidden City stationery produced by People's Creative, these cultural and creative national style good things from the Forbidden City, there are palace lamp blocks full of building fun, popular Jiyu signature pen holders, award-winning Forbidden Day and Night Suit Gift Boxes, etc., and also bring fans to the live broadcast room with a new product created based on the Qianlong Color Wanfu Qingshou Stationery Box - Xiangrui Fu Gift Box. These elements of the 600-year-old Forbidden City are presented in the live broadcast room through cultural and creative products, which have received rave reviews and allowed netizens to continuously buy online.
According to the "2021 Intangible Cultural Heritage E-commerce Development Report" released by the Public Opinion Laboratory of the Chinese Academy of Social Sciences and Alibaba, in the past year, 14 intangible cultural heritage industrial belts have exceeded 100 million yuan in Taobao Tmall, and nearly half of them are located in counties and below; the number of intangible cultural heritage consumers and per capita consumption expenditure on the Taobao Tmall platform have increased for three consecutive years, and the purchase of intangible cultural heritage goods has become a new trend for young people. Intangible cultural heritage is a valuable asset that has been passed down from generation to generation. The model of "intangible cultural heritage + e-commerce" has narrowed the distance between intangible cultural heritage products and consumers, brought greater economic value space, and turned "cultural heritage" into "cultural resources" in daily life. Only when intangible cultural heritage comes into life and embraces young people can traditional handicrafts be better passed on.
In the future, People's Creative will continue to work with e-commerce platforms such as Taobao Live to actively explore new methods and new means of dissemination and promotion with diversified communication carriers and application scenarios such as short videos, live broadcasts, and e-commerce, so as to continuously meet the personalized and diversified consumption needs of young people, so that more people can appreciate the charm of China's excellent traditional culture in the process of purchasing and using intangible cultural heritage products. (Xin Wen Photo courtesy of People's Creative)
Source: China Net