<b>[Dahe Bao, Dahe Cai Cube] (Reporter Chen Shiang Wentu)</b> "Most of the non-hereditary inheritors are very poor, very bitter, very old, and what they do is feelings. On June 9, Zhengzhou, at an event related to intangible cultural heritage, Huang Jianhua, the inheritor of the wool cloth sole shoe of the provincial intangible cultural heritage project, said bluntly.
Intangible cultural heritage, along with other cultural symbols, piles up the cultural thickness of the place. But non-genetic inheritance, such as its loss, directly threatens the solidity of the culture.
A set of older statistics shows that as of 2018, Henan has 2 representative list items of the Intangible Cultural Heritage of Humanity, 113 representative projects at the national level, 84 representative inheritors, 728 representative projects at the provincial level, and 832 representative inheritors. There are more representative projects and representative inheritors at the municipal and county levels, several times and ten times more than the provincial level.
How strong henan's intangible cultural heritage family foundation is, it means how urgent and how much pressure is the non-genetic inheritance and protection work.
How to let non-genetic inheritance continue, so that intangible cultural heritage can become the engine driving local development? As one of the series of activities of the intangible cultural heritage shopping street in Henan Province, the "Dahe Qiaoshi" Douyin e-commerce support plan was officially launched on June 9. This plan plans to better "buy and sell" through intangible cultural heritage products, and help Henan intangible cultural heritage projects to better inherit.
Phenomenon: International luxury products focus on traditional Chinese cultural elements
The importance of non-genetic inheritance and protection goes without saying.
A noteworthy change is that in November 2019, the second CIIE held in Shanghai for the first time set aside venues for intangible cultural heritage and time-honored brands in various places.
At that time, Jun porcelain, Shaanzhou paper-cut and stranded tire porcelain represented Henan's intangible cultural heritage and appeared on the stage of the Expo. According to statistics, a total of 171 intangible cultural heritage and Chinese time-honored brands appeared in the second CIIE.
In addition to these three Henan intangible cultural heritage, Luoyang intangible cultural heritage gold embroidery also debuted at the Expo through the "joint model" launched with the British jewelry luxury brand.
Luoyang bird gold embroidery weaving technology originated from the Warring States, because it is made of peacock feathers and gold thread, and is woven with superb silk weaving.
In order to inherit the endangered royal embroidery skills, Wang Limin, the inheritor of Luoyang Finch Golden Embroidery, established the Luoyang Que Jin Embroidery Cultural and Creative Research Institute to study and excavate the skills, innovate materials and techniques, fill the gap in the field of high-end embroidery research and related cultural industries, integrate traditional materials with new technologies, and promote the continuous inheritance and innovation of traditional culture and art.
This is the basis for Sparrow Gold Embroidery to cooperate with international luxury brands.
When it comes to cooperation, at that time, Wang Limin, the inheritor of Luoyang Quejin embroidery, said in an interview that China's intangible cultural heritage is also a luxury product, and there are many combinations of traditional intangible cultural heritage and modern luxury goods.
Regarding the phenomenon of cross-border cooperation between international luxury brands and traditional Chinese cultural elements, in the Zhejiang Intangible Cultural Heritage Exhibition Area of the Second CIIE, Ye Maoting, then a senior consultant of the marketing center of Wanshili Silk Culture Co., Ltd., told reporters that this stemmed from the growth of China's high-end consumer market after consumption upgrades. As international big names, their internationalization needs the blessing of localization elements to create momentum.
Path: "Buying and selling is the best inheritance"
Not all intangible cultural heritage and long-established brands are as lucky as sparrow embroidery. Huang Jianhua's "three very" is a reality, which points to the current problem of loss of non-genetic inheritance.
At that time, in the Exhibition Area of Henan Intangible Cultural Heritage, Huang Liang'e, a representative inheritor of Shaanzhou paper-cutting, said: "Traditional handmade paper-cutting is on the verge of being lost, and it is difficult to find a closed disciple." ”
She told reporters that traditional hand-cut paper can cut a small window flower at the beginning of learning, but it takes time to precipitate the work. "Without 30 years, you can't cut out the fine products." The calluses on Huang Liang'e's fingers seem to tell the hardships of the process.
Wang Limin, on the other hand, began to learn sparrow gold embroidery at the age of 5, and only ushered in the highlight of cooperation with international luxury goods more than 30 years later. She said that the finch gold embroidery weaving method is complex and extremely difficult to learn, "from dyeing, weaving, painting and engraving to embroidery to hundreds of processes, which need to be completed with different techniques."
Non-genetic inheritance requires real effort, but for most intangible cultural heritage projects, the difficulty of inheritance is greatly increased when the inheritance and the market cannot be integrated.
"Intangible cultural heritage and time-honored brands, carrying the spirit of craftsmanship and excellent traditional culture of the Chinese nation, are a symbol of a city's profound heritage, and also an important link to promote people-to-people exchanges." Li Hongxia, rotating president of the Henan Long-established Brands Association, said that the current situation is that many intangible cultural heritage and long-established enterprises are no longer the "door to the market" of the year, and for the young people with the most consumption power, the old-fashioned brands have not yet found the "breaking point" of the current market.
The "Big River Craftsman" Douyin Support Program held on June 9 is to better help solve this problem.
This plan is intended to cooperate with douyin e-commerce and Yuji through the Henan Intangible Cultural Heritage Protection Center in the excavation of intangible cultural heritage resources, the recording and dissemination of intangible cultural heritage skills, and the development of non-genetic inheritors, and promote the development of long-established brands, industrialization and high-end in various ways, and to promote the protection and inheritance of intangible cultural heritage in the Yellow River Basin.
"Buying and selling is the best legacy." This is the ppt title shared by Qiu Shuang, director of e-commerce business development of Douyin, at the launch ceremony of the plan on the same day.
Zheng Taisen, counselor of the Henan Provincial Government who participated in the activity, was deeply impressed: "He (referring to Qiu Shuang) pointed out in the most popular language a best way to inherit and protect intangible cultural heritage. ”
Zheng Taisen said in his sharing that the basic path of intangible cultural heritage protection has "three views": seeing people, seeing things, and seeing life. Only by transforming intangible cultural heritage into products that are closely related to life can the sustainability of inheritance be realized.
"Under the background of the era when ecological protection and high-quality development of the Yellow River Basin have become a national strategy, the development of intangible cultural heritage in the Yellow River Basin has ushered in new development opportunities." Zheng Taisen said.
It is reported that the "Great River Craftsman" Douyin Support Plan focuses on the dissemination of intangible cultural heritage skills and the development of non-genetic inheritors in the Yellow River Basin. Starting from Henan, Douyin E-commerce will participate in the offline intangible cultural heritage market of the Henan Intangible Cultural Heritage Shopping Festival. At the same time, Douyin e-commerce will further support the "Dahe Qiaoshang" platform set up by Yuji, make full use of the mobile Internet to show the charm of intangible cultural heritage, and use short videos, live e-commerce and other means to promote the creative transformation and innovative development of the Yellow River intangible cultural heritage.
Reflections: The contradiction between marketization and rarity
Ye Maoting's company, working with the master of intangible cultural heritage, is similar to a small pot of tea. The master's works are promoted, promoted and sold by the company, and the two sides work together to create products.
In his view, non-genetic inheritors generally lack the ability to operate in the market, and can achieve a win-win situation with the help of mature sales channels of large companies. "They have a long production period, and generally the products they cooperate with the masters do not run. For a brand, what is more needed is the highlighting and endorsement of skills. ”
The inability to mass-produce is currently a major problem for most non-genetic inheritance. Huang Jianhua, the inheritor of the provincial intangible cultural heritage project, also talked about this problem when sharing, and he once visited the cloth shoe factory in Wenzhou: "There is a huge gap between handmade shoes and mechanized production. ”
For this problem, Ye Maoting believes that the excessive marketization of intangible cultural heritage products also has a natural contradiction with its own rarity. "If mass production can be achieved, non-genetic inheritance is much simpler, but its market value will drop significantly, and it may not be called intangible cultural heritage." He said.
In the era of fast food consumption, non-genetic inheritance requires some patience to precipitate. Most non-hereditary inheritors expressed this in their interviews.
In fact, whether it is appearing on the international stage, or being cooperated by luxury brands, or innovating sales methods and promotion forms, it is a "breakthrough" to the problem of non-genetic inheritance.
But if we want to solve this problem, let the intangible cultural heritage come alive, spread, and become popular, so that the skill is not just a memory. Obviously more exploration is needed.
Editor-in-charge: Chen Yuyao | Review: Li Zhen | Director: Wan Junwei