"Intangible Cultural Heritage Live", also called "seat". On June 13, the CCTV News New Media Center and the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism jointly launched a special live broadcast program of "Bring Intangible Cultural Heritage Home", which attracted more than 10 million netizens to watch online and sold more than 12.6 million yuan of intangible cultural heritage products. Among them, 40000 copies of Yangzi River mung bean ice-cream, a time-honored product of Hubei Intangible Cultural Heritage project "Yangtze River Traditional Pastry Making Techniques", were consumed every second, and the Xuzhou sachet, a national intangible cultural heritage project, was strongly requested by live broadcast netizens to add 1000 copies.

The first "Intangible Cultural Heritage Shopping Festival" launched on this year's "Cultural and Natural Heritage Day" is a "general mobilization" for the majority of intangible cultural heritage people to embrace e-commerce, and also a "big training" to improve the e-commerce ability of intangible cultural heritage inheritors. On the e-commerce platform, with the wings of modern communication, the traditional intangible cultural heritage is seen by more people, and the beauty of intangible cultural heritage is appreciated by more people. E-commerce has become a new platform for the sale of intangible cultural heritage products.

Three Miao girls live broadcast with goods. Ma Laoxian/Guangming Picture

E-commerce platform opens a new channel for intangible cultural heritage sales

When consumers place an order on their mobile phones, the inheritor will sell an intangible cultural heritage product and earn a share of income. Although some inheritors have successively accessed the e-commerce platform in the past, this "Intangible Cultural Heritage Shopping Festival" has sounded the "assembly order", with stronger communication and promotion efforts, and the scale of inheritors' access to the e-commerce platform is larger. The Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism, the Ministry of Commerce, the Poverty Alleviation Office of the State Council and other relevant departments support Alibaba, Jingdong, Suning, Pinduoduo, Meituan, Fasthand, Dongjia and other online platforms to jointly hold the "Intangible Cultural Heritage Shopping Festival"; Local versions of the "Intangible Cultural Heritage Shopping Festival" were also launched to focus on displaying local intangible cultural heritage products; Live broadcasts, short videos, microblogs and WeChat related to intangible cultural heritage are emerging in an endless stream, and the whole society has created a thriving online "collection" of intangible cultural heritage.

Network is an important communication and trading platform at present; E-commerce has also become a mature new economic form. According to the data of the National Bureau of Statistics, in 2019, the online retail sales of goods and services exceeded 10 trillion yuan for the first time, and the online penetration rate of online retail sales reached 20.7%. In other words, online shopping has accounted for one fifth of the retail sales of consumer goods. "Intangible Cultural Heritage Shopping Festival" follows the trend and focuses on spreading new ideas of e-commerce for inheritors, introducing new e-commerce platforms, enhancing new capabilities of e-commerce, and expanding new sales space.

In the past, the inheritors of intangible cultural heritage served the acquaintances of the villagers; Later, with the promotion of tourism, the service was extended to the former visitors; Now through the network and mobile phone access to the e-commerce platform, inheritors are facing a large market with unlimited expansion, serving hundreds of millions of consumers, and there is more room for production and creativity.

According to incomplete statistics, during the "Intangible Cultural Heritage Shopping Festival", more than 3700 intangible cultural heritage publicity and exhibition activities were held throughout the country, with nearly 6500 stores participating. More than 80000 intangible cultural heritage products were available, involving about 4500 intangible cultural heritage projects at all levels. On the JD platform, the one-day turnover of intangible cultural heritage related categories on the "Cultural and Natural Heritage Day" on June 13 exceeded 260% year on year, helping Hubei's intangible cultural heritage special sales grow 10 times month on month. In addition, according to the consumption trend report of intangible cultural heritage released by Alibaba, consumers like the intangible cultural heritage goods of food, household and clothing, and the sales volume of these three categories is close to 60%.

From remote mountains to cities, from workshops to platforms, from the minority to the public, from participation in the protection of intangible cultural heritage to sharing the protection achievements, the "Intangible Cultural Heritage Shopping Festival" has built a convenient and smooth bridge between tens of thousands of intangible cultural heritage inheritors and tens of thousands of urban consumers.

Mobile live broadcast becomes a new standard for intangible cultural heritage communication

On June 13, at the "Intangible Cultural Heritage Shopping Festival" in Heilongjiang Province, Zhang Lina, Secretary of the Party Leadership Group and Director of the Department of Culture and Tourism of Heilongjiang Province, enthusiastically introduced Manchu embroidery, cheongsam, red intestines, gas, straw paintings, birch skin paintings and other intangible cultural heritage products to netizens through live broadcast, which ignited the shopping desire of large families, A netizen left an interactive message: "The director of the Department of Culture and Tourism personally endorses intangible cultural heritage products. We can trust Heilongjiang intangible cultural heritage products and must buy them."

How many "firsts" did the first "Intangible Cultural Heritage Shopping Festival" receive? From inheritors to administrators, from celebrities to scholars, they all made their first appearance for the live broadcast of non posthumous works and brought goods for intangible cultural heritage. Open online stores, busy live broadcast, compare looks and show temperament. The "Intangible Cultural Heritage Shopping Festival" has made some intangible cultural heritage people become "online celebrities".

Wen Shishan, a 58 year old inheritor of Zhejiang Fuyang paper umbrella making skills, is a "net celebrity". In front of the mobile phone camera, he kept turning the umbrella bone with his left hand and holding the brush with his right hand. He expertly brushed the umbrella bone with environment-friendly glue boiled with cassava starch. From time to time, he stopped his work and communicated with netizens - this is his working state. He made no mistakes while broadcasting. He has 600000 fans and is especially popular with young people. He produces 10000 oil paper umbrellas every year and leads several disciples to fight together.

It turns out that intangible cultural heritage can be so popular and fun! Mobile live broadcast is becoming the "standard configuration" of intangible cultural heritage communication. In the past year, the number of live broadcasts of intangible cultural heritage on Taobao exceeded 2 million, and the total guided turnover exceeded 4 billion yuan.

This year's "Intangible Cultural Heritage Shopping Festival" has quietly brought a lot of new weather: the past low-key implicit, intangible cultural heritage people become high-profile and unrestrained; It used to be that intangible cultural heritage always bears the brand of history and the label of antiquity. This time, intangible cultural heritage caught the fast train of the Internet and became attached to modern and fashion; In the past, intangible cultural heritage talked much about protection and rescue. This time, the inheritors challenged themselves, stood in the center of the stage, shouted loudly, and earned income from the market and consumption.

"It is better to teach people how to fish than to teach people how to fish." Using the "Intangible Cultural Heritage Shopping Festival", local intangible cultural heritage management departments have targeted training for inheritors to keep up with the pace of technological progress, master online communication and sales skills in addition to inheriting intangible cultural heritage skills, and use mobile phones as a new production tool to promote the transformation of attention into productivity.

Intangible Cultural Heritage Inheritance Reach New Network Community

The relevant data of the "Intangible Cultural Heritage Shopping Festival" shows that among the traditional intangible cultural heritage skills most popular with consumers, the top five related to "eating" are wine making skills, tea making skills, ham making skills, dumplings making skills and traditional pasta making skills; The top four "wearing" skills are manual shoemaking skills, tie dyeing skills, batik skills, and cloud gauze skills; The top four techniques of "using" are pottery firing, rice paper making, colored glass firing and Zhang Xiaoquan scissors forging.

Intangible cultural heritage, originating from life and folk, is the crystallization of the wisdom of the people, and is a living and cultural habit inherited from generation to generation. Intangible cultural heritage has never been static, but changes with the development of the times. When consumers go online, intangible heritage inheritance should be extended to new online communities along with the common people. On the one hand, online e-commerce helps inheritors to realize the value of craftsmanship, improve their economic income, encourage inheritors to better inherit and carry forward the intangible cultural heritage culture, and at the same time, let young people see the employment prospects in the field of intangible cultural heritage, attract them to continue to join the inheritance team, and strengthen the inheritance capacity; On the other hand, on the network platform, inheritors can communicate directly with consumers, understand market demand in a timely manner, promote them to constantly improve their skills, and stimulate their enthusiasm and creativity.

Fortunately, among the people who buy intangible cultural heritage products, the post-80s and post-90s generation account for two-thirds; Among the cross-border intangible cultural heritage goods, the buyers are younger, with the post-90s and post-00s accounting for 71%. Placing an order for intangible cultural heritage and praising intangible cultural heritage is not only young people's recognition of various intangible cultural heritage products, but also their respect for Chinese excellent traditional culture and labor creation. The inheritance of intangible cultural heritage has entered the life circle of young people, which reflects that intangible cultural heritage holds hands with young people in the new era.

"The online platform is an important community platform for young people to gather and be active. This year's Heritage Day is mainly held online, not only because of the impact of the epidemic, but also because of the consideration of making it easy for more young people to accept, participate and be willing to participate." The head of the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism said that young people are "Intangible Cultural Heritage Shopping Festival" The "intangible cultural heritage" launched by e-commerce platforms can not only meet the personalized and diversified consumption needs of young people, but also enable more young people to enjoy the excellent traditional culture of China in the process of purchasing and using intangible cultural heritage products.