In order to help rural revitalization, promote common prosperity, promote the high-quality development of Liangshan Intangible Cultural Heritage Cultural Tourism Economy, and help Liangshan Intangible Cultural Heritage to go out and come alive, from April 18 to 22, under the leadership of Wang Yong, secretary of the Party Committee of the Liangshan Yi Autonomous Prefecture Culture, Radio, Television and Tourism Bureau, and Yao Yongmei, head of the Intangible Cultural Heritage Section, and with the support of the relevant county (city) Cultural and Guangdong Tourism Bureaus, Wang Yong, general manager of Sichuan Lao Dui Technology Co., Ltd., who is responsible for the operation of "Chengdu Handmade", and other Chengdu handmade teams successively went to Dechang County, Huidong County, Liangshan Prefecture, and other Chengdu handmade teams. Huili City, Xichang City, Mianning County and other places have carried out research and selection of intangible cultural heritage projects.
The intangible cultural heritage of Liangshan is rooted in the Yizhai Tibetan Township where it grew up with its profound cultural connotations, and 14 ethnic groups have created intangible cultural heritage with distinct regional and ethnic characteristics in the long-term production and labor. At present, there are 20 national intangible cultural heritage projects, 114 provincial intangible cultural heritage projects and 304 state intangible cultural heritage projects. The research team has visited and investigated nearly 20 local intangible cultural heritage project production enterprises and related inheritors, such as Jianchang plate duck making technology, Lisu fireweed weaving technology, oil altar meat production technology, oat wine production technology, wool felt product production technology, bowl and bowl sugar production technology, Huili red copper hot pot production technology, Huili green glaze ceramic production technology, Yi costume, Yi lacquerware decoration technology, Yi silver jewelry production technology, Mianning ham production technology, etc.
Investigate and select the Lisu fireweed weaving intangible cultural heritage project
Liangshan intangible cultural heritage products have distinctive characteristics and excellent quality. Jianchang plate duck, oil altar meat, oat wine, bowl sugar, Mianning ham and other intangible cultural heritage products are well-made, which fully demonstrates the wisdom of life and labor philosophy passed down from generation to generation by ethnic minorities; the Lisu fireweed weaving technology, wool felt products production technology, Huili red copper hot pot production technology, Huili green glaze ceramic production technology, Yi costume, Yi lacquerware decoration technology, Yi silver jewelry production technology and other intangible cultural heritage items are complex and exquisite, which fully embodies the seiko quality and artistic beauty of Liangshan's traditional craftsmanship. The survey shows that the ideological emancipation of intangible cultural heritage production enterprises and inheritors is not enough, and brand awareness is generally lacking; intangible cultural heritage production enterprises lack professional support in market operation, product research and development, design and promotion; some intangible cultural heritage production enterprises and workshops have too small production capacity, and products are only sold locally.
Investigate and select the Mianning Ham Intangible Cultural Heritage Project
"Chengdu Handmade" is a public brand of Chengdu Intangible Cultural Heritage under the guidance and support of Chengdu Municipal Bureau of Culture, Radio, Film and Tourism, operated by Sichuan Lao Dui Technology Co., Ltd. After two years of operation and promotion, "Chengdu Handmade" has embarked on a development model of traditional craft intangible cultural heritage projects with "market" as the core and "marketing promotion agencies + R & D and design institutions + productive enterprises", which has been highly recognized by the majority of inheritors, the public, the intangible cultural heritage authorities and social forces. Adhering to the concept of "consumption inspection products, market inheritance skills", Sichuan Lao Dui Technology Co., Ltd., under the guidance and support of the Sichuan Provincial Department of Culture and Tourism and the Chengdu Municipal Bureau of Culture, Radio, Film and Tourism, intends to promote the "Chengdu Handmade" model in the province, promote the revitalization of traditional crafts, and promote the role of intangible cultural heritage in serving social and economic development.
Investigate and select Yi silver jewelry intangible cultural heritage projects
The handmade model will empower products with brands, innovate products with cross-border integration concepts, take traditional craft projects as the starting point, create a new consumer experience scene of "online + offline", create a "brand + project + inheritor + product + tourism + Internet" cultural, tourism and agricultural business integration model, and strive to solve the five major problems in the development of non-genetic inheritance, such as ideological concepts, inheritance of survival, individual battles, low brand awareness, and market risk bearing, so as to realize the inheritance's yearning for a better life.
In this survey, the handmade team found some problems in the inheritance and development of the Liangshan Intangible Cultural Heritage Project, and also saw the unique advantages and market prospects of the Liangshan Intangible Cultural Heritage, the handmade team will deeply analyze the research data and materials, introduce the handmade mode, and help Liangshan Prefecture to create a new business card of cultural tourism and an intangible cultural heritage public brand "Liangshan Handmade", so that liangshan Intangible Cultural Heritage can go out, live and fire. "Liangshan Handicraft" will take the market as the core, the product as the grasp, and the workshop as the carrier to serve the inheritors, the revitalization of the countryside, and the high-quality social and economic development of Liangshan Prefecture. With the strong support of Liangshan Prefecture Government and relevant departments, inheritors and social forces, the handmade team will build "Liangshan Handicraft" into a national demonstration case of intangible cultural heritage empowering rural revitalization!
Up to now, the handmade team has conducted a preliminary selection of more than 100 Liangshan intangible cultural heritage goods sampled, and more than 40 kinds of goods worth more than 500,000 yuan will enter online channels and offline physical stores to display sales, when consumers across the country can understand and purchase Liangshan intangible cultural heritage through the handmade platform, and feel the quality and charm of Liangshan handicrafts.
(Liangshan Yi Autonomous Prefecture Culture, Radio, Television and Tourism Bureau/Liangshan Handmade Courtesy Photo)
Editor-in-charge: Zhu Zhu