In recent years, Jianshui County has actively sought the development of the purple pottery industry, seized the opportunity of live broadcast economic development, expanded the sales channels of the purple pottery with the e-commerce platform, and helped the purple pottery industry to flourish.
In Jianshui, there is a post-90s Jianshui purple pottery intangible inheritor named Huang Qian, who collides with five-color mud with feelings and uses the Internet to "embrace" Jianshui purple pottery.
Wanyao Village is the birthplace of Jianshui purple pottery, and since the Song Dynasty, the villagers have fired ceramics on a large scale. Huang Qian, who was born in 1994, is a native of Wanyao Village. Huang Qian is the seventh generation of the Huang family, and in December 2018, she was recognized as the representative inheritor of the sixth batch of intangible cultural heritage items at the county level.
According to Huang Qian's recollection, she has been making purple pottery with her parents since she can remember, and when she was young, she often used mud to make all kinds of small animals under the leadership of her parents. She is happy to reminisce about this time, and Huang Qian believes that pottery making is a unique way of life for her family.
Huang Qian studied at Yunnan University of the Arts as an undergraduate, and during her studies, she systematically learned and mastered technical skills such as drawing, color, modeling design, calligraphy, and handicraft. Through the accumulation of theoretical and practical learning, soon after graduation, Huang Qian established her own purple pottery studio. Huang Qian Studio was founded in 2017 with the original intention of creating purple pottery works that cater to modern aesthetics and current life, so that this intangible cultural heritage can truly "live" in life.
Huang Qian, as a relatively young intangible cultural heritage inheritor in the Jianshui pottery industry, believes that she cannot only do purple pottery production like her ancestors, but should keep up with the pulse of the times, and understand the market demand while promoting the traditional firing skills of Jianshui purple pottery through e-commerce live broadcast, and find new breakthroughs in innovation and entrepreneurship. With her skills in online live broadcast and the cultural literacy of purple pottery, Huang Qian talked and interacted freely with fans in the live broadcast room, which not only fully demonstrated the professional ability and craftsmanship of the new generation of intangible cultural heritage inheritors, but also better showed the materialized history and living culture of Jianshui purple pottery to more people.
In 2020, when Huang Qian first started to do live broadcasts, the Jianshui County Party Committee and the county government gave merchants like Huang Qian a lot of learning opportunities and development platforms, systematically trained them, and provided policy support. After more than four years of hard work, Huang Qian has become the head anchor of Jianshui Purple Pottery Live Broadcast Industry, and the number of fans on the Douyin platform has exceeded 90,000, and Douyin Live has become an effective way for Huang Qian to unlock the creative transformation and innovative development of intangible cultural heritage.
Huang Qian's team has developed from the initial 3 people to 16 partners, bringing together the small partners who have a little bit of purple pottery foundation and are interested in e-commerce, and shine together, so that Jianshui purple pottery can go higher and farther, and now the monthly sales of purple pottery in Huang Qian's live broadcast room are stable at more than 600,000 yuan.
Huang Qian said that intangible cultural heritage is engraved with the "root" and "soul" of traditional Chinese culture. In order for intangible cultural heritage to be passed on in a living way, it must also rely on the sustainable development of the intangible cultural heritage inheritors themselves, so that intangible cultural heritage can become "heritage" and "property" at the same time. Inheritors of intangible cultural heritage should not only do a good job in the inheritance of craftsmanship, but also do a good job in the inheritance of culture, so that the precious cultural treasure of Jianshui purple pottery can become a part of daily life and shine in life.
The protection and inheritance of intangible cultural heritage depends not only on feelings and love, but also on incentives and rewards. Only by activating the economic value of intangible cultural heritage can more people, especially young people, join the ranks of intangible cultural heritage inheritance and protection, so that the multiple values of intangible cultural heritage can be fully manifested and continuously amplified.
At present, short videos and live broadcasts have become an important medium for national cultural consumption and information reception, and have also become a natural dissemination field for intangible cultural heritage. With the help of short videos and live broadcasts, intangible cultural heritage and life are synchronized. Short videos and e-commerce live broadcasts have made "brand advertising" for intangible cultural heritage skills, which not only presents their touching beauty, but also opens up a new sales market for Jianshui purple pottery.
Nowadays in Jianshui, there are many entrepreneurs like Huang Qian, e-commerce live broadcast continues to enrich the format of Jianshui purple pottery, large and small entrepreneurial teams are using their own lenses to make Jianshui purple pottery "out of the circle", selling purple pottery works all over the country, and also let the outside world re-understand Jianshui.
Reporter: Wang Jumei, Wu Junsong, Zong Yi Intern reporter: Hu Yating
Intern Editor: Hu Yating
Review: Tao Yongmei
Legal Counsel: Yunnan Mao Rongfang Law Firm, Mao Rongfang Lawyer, 13808775229