The Ambassador Of Non - Heritage Is Carrying Goods: Helping The Poor Should Teach People To Catch Fish And Sell Them From Good Things To Good Ones.

In June 8th, the first live festival of Guangzhou, which converged on 1000+ brand, lasted for three days. In this activity, more than 80 MCN agencies and more than 100 thousand categories of goods have appeared on the stage, and the number of live broadcast has exceeded 270 thousand, with a total discount of over 1 billion yuan. This year, the Guangzhou municipal government, taking the live broadcast of e-commerce as the breakthrough point, links the "live" and "poverty alleviation" innovatively, and opens a new chapter in helping the poor and helping farmers. In this live broadcast Festival, the brand of Hui Mei Group has been brought to the live room by the products of the left key non heritage technology Xiangyun yarn series. For a time, its unique production principles and design have won many netizens' pursuit.

In June 15th, under the leadership of the Guangzhou municipal government, a live broadcast of poverty alleviation and assistance was held around the theme of "concentric and universal consumption and helping the poor". This live broadcast is based on the help of Guangzhou Guizhou Bijie city as the main support object, through the promotion of Guizhou Bijie quality products, help to win the battle against poverty. In live broadcast, live in the identity of the left founder Lin Qi, who is the ambassador of China's non heritage promotion, and personally promote the arts and related design.

Fashion has become a light to activate the intangible heritage economy.

According to the "new economic consumption report of non heritage" released by vip.com joint agencies in 2019, the proportion of jewelry accessories, clothing bags and other non heritage products in the total sales of non heritage products is about 82%. The new generation of consumers is looking for their own fashion symbols and expressions, and a large number of people begin to choose non heritage products. With the rapid development of economy, cultural self-confidence has also improved. Therefore, the return of non heritage products is in line with the evolution track of social psychology. Non heritage products also become a general spiritual demand of the people with a brand new attitude and form a collective consumption power.

"Seeing people sees things and seeing life, the inheritance of intangible heritage is absolutely not a rigid and rigid transmission. It is the greatest value for us to implement the intangible heritage series. Lin said.

In the live broadcast, Lin emerged as an ambassador for the promotion of Chinese heritage, and introduced the skills and related designs to the netizens. During the event, Lin's upper body displayed two brands of costumes, of which the batik art was designed by the design team to go to Zhijin, Guizhou. Fine water wax patterns interwoven with sunflower patterns, coupled with modern folding cuts, combine classic and fashion perfectly.

As Lin said, innovation and poverty alleviation have been practiced in the early days of the establishment of the left brand. To this end, the left brand has successively been in the area of heritage preservation, and has established 7 major handicraft bases for non heritage. It has co operated with the local authorities to carry on the culture, and the products can be sold and activated. In addition, on the R & D design of products, the left brand has always been committed to combining traditional non heritage technology with contemporary aesthetics and application, so as to rebuild and design products that meet the needs of the market and consumers.

"In the previous live broadcast, we launched a series of products in the left Xiangyun yarn. Because fabric production takes a long time, it is almost impossible to return the order, so each quantity is limited, and after half a year's production waiting, many brands of loyal powder keep watch for the night. It can be seen that only if we really want to buy it, let the industry chain run, can we help the poor in a longer, continuous and healthy way. The hot sale of non heritage products also promotes the value transformation of intangible cultural heritage and further promotes the healthy and sustainable development of the industry. For the non heritage poverty alleviation, Lin said.

Poverty relief by non Heritage: it is better to give fish than to fish.

The non heritage poverty alleviation and tourism poverty alleviation have become the two highlights of poverty alleviation in the cultural field. Therefore, through shopping to promote the protection of intangible cultural heritage, it is of positive significance to help the vast number of non heritage heritage groups, project protection units, non poverty alleviation employment workshops and non Heritage related enterprises to overcome the epidemic impact, promote resumption of work and restore production, and promote social consumption.

It is reported that living on the left hand base has brought about an order yield of over 8 million 180 thousand yuan. It has supported the local artisans' livelihood while earnestly respecting and preserving the core of the process. This is also consistent with the idea of "simple donation poverty alleviation rather than channel guidance" expressed in Lin's studio.

According to Lin Qi, the brand will continue to increase the development and design of the Legacy Series this year. In addition to its original design in plant dyeing, Lan Yinhua, batik and hand embroidery, the development of Xiangyun yarn series called "soft gold" has been added to the products. It also works with governments, associations and schools to create a heritage chain of "production, government and learning". Through in-depth cooperation with schools, we will carry out the teaching workshops of non heritage skills and reactivation design.

"New retail" empowerment of non heritage fashion

The development of the "non heritage new economy" is attracting more and more domestic and foreign fashion brands, art academies, media platforms, public welfare organizations and other resources in recent years, showing a win-win situation. With the participation of many resources, the chain of non heritage products has been gradually improved, and the operation of industrialization has achieved initial success, and internationalization has also extended synchronously.

In particular, the "non legacy + e-business" mode has been closer to the space time and emotional distance between non heritage products and consumers. It has commercialized, fashionable and industrialized transformation of textile and clothing intangible cultural heritage scattered in all poverty-stricken areas of the country, so that "intangible cultural heritage" is closer to the daily life and spiritual needs of ordinary consumers, which brings greater social and economic benefits to non heritage products. Value and development space.

During the "cultural and Natural Heritage Day" held this year, government departments such as the Ministry of tourism, the Ministry of Commerce, the State Council Poverty Alleviation Office and other government departments supported Alibaba, Jingdong, Suning, many spate groups, the US group, the fast team and the host family, and jointly organized the "non heritage Shopping Festival". The purpose is to promote the intangible cultural heritage with cultural connotation, to fully release the commercial value and help the non heritage craftsmen to get rid of poverty and become rich, so as to realize the Rural Revitalization of the birthplace of the intangible cultural heritage.

As the first comprehensive e-commerce legacy platform in the country, Jingdong's legacy has integrated the internal resources and external partners of the group, with multiple marketing and cooperation means, and integrated the online and offline integration path of "electricity providers + non legacy + poverty alleviation". In addition, vip.com launched a public service platform focusing on the activation and inheritance of intangible cultural heritage in May 2017. Today, the "non heritage fashion", which is rooted in social development and market consumption demand, has evolved into a sustainable mode of production, consumption and local development, and is being brought together by all parties.