The Opening Of "He Ownership · Rongyi National Style Museum" Created By Intangible Cultural Heritage Office Of China Textile Federation

　　 Intangible cultural heritage is not only the life code of the gradual evolution of Chinese civilization, but also the living soul of human history, and the beautiful rhythm of our generations. On June 6, he Quan · Rongyi national style Museum and he Quan life flagship store opened at 4f of Songlei commercial Nangang store in Harbin.

　　 On the eve of the "cultural and Natural Heritage Day", the "he ownership · Rongyi national style Museum", which is deeply linked by the Intangible Cultural Heritage Office of China Textile Federation, has been opened in the same period with he Quan's life flagship store after two months of hard work, Focusing on the innovation and transformation of intangible cultural heritage in textile industry and creating a new mode of diversified business forms, Harbin citizens and tourists can have zero distance contact with intangible cultural heritage products. This is a witness of the Intangible Cultural Heritage Office of China Textile Federation in integrating resources and exploring the C-end market. It is also a major breakthrough in the combination of intangible cultural heritage and commercial body. It is also a major breakthrough since April 12, 2021 Sun Huaibin, vice president of China Textile Federation After leading the team of Rongjin culture to inspect Harbin Songlei group, the Intangible Cultural Heritage Office of China Textile Federation and Harbin cultural industry association started a series of strategic cooperation.

　　 In front of the yarn art wall, there are props representing handmade creations, such as textile machines, looms and embroidery frames, as well as the gold medal winner of the international Shu Brocade design competition, the special contribution award of APEC national leaders' clothing, and the batik clothing works of famous designer Cheng Hao. In the museum, there are a lot of creative and creative non heritage cultural and creative products, including classical and new styles, tradition and fashion. They meet in a harmonious way, and integrate the profound history and culture in modern design. The masterpieces from intangible cultural heritage inheritors, arts and crafts masters, craftsmen and young designers fully integrate functionality, practicality, culture and artistry, bringing unexpected surprise to consumers' life aesthetic experience. In addition to textile non heritage items, there are also exquisite handicraft products such as lacquerware, Ru kiln, cloisonne and silk inlay.

　　 A large number of traditional handicrafts such as Beijing embroidery, Chaoxiu embroidery, Miao embroidery, song brocade, Dai brocade, Li brocade, blue calico, tie dyeing and batik are gathered in the special area of textile intangible cultural heritage Under the fashion transformation of designers, clothing, household goods, cultural and tourism products, artworks, etc. are presented to the public vision, and the charm and vitality of the times of textile intangible cultural heritage can be seen everywhere.

　　 Most of the series of textile intangible cultural heritage products come from remote areas. While promoting rural revitalization and women's employment, it is also a practice to explore the marketing path of intangible cultural heritage products. The establishment of Hequan Rongyi national style Museum in Harbin is not only a commercial cooperation between Rongjin culture and Hequan brand of Songlei group, but also an important measure to build a closed-loop industrial chain for inheritance and development of textile intangible cultural heritage.

　　 He Quan · Rongyi national style museum uses tools to carry the road, conveys feelings with objects, and integrates the traditional elegance into the life that can be touched. Through "intangible cultural heritage experience + Guochao shopping + aesthetic sharing + appreciation and clock in", it traces the origin of "craftsman and ingenuity", shows "national style and national trend", and interprets the Chinese style life attitude under the collision and fusion of ancient and old intangible cultural heritage and contemporary design. In order to let everyone feel the charm of traditional culture, the museum also set up a special intangible cultural heritage experience area. In the future, it will organize different manual experience from time to time to let consumers know, feel and love the intangible cultural heritage.

　　 As the first flagship store of local lifestyle brand collection, "he all" adopts the cross-border operation mode and presents around the five life forms of "clothing, food, housing, transportation and reading". It provides a full range of life demand services for consumers of different ages. With accurate selection, exquisite display and careful operation, it enables consumers to experience their ideal life in three dimensions. Hequan Rongyi national style museum is the first flagship store of lifestyle brands in Harbin, which has become a popular card punching resort for consumers, tourists and Hanfu enthusiasts.

　　 Songlei group

　　 It was founded in Harbin, Heilongjiang Province in 1989. After more than 30 years' development, it has gradually formed a strategic development framework with four core industries of Songlei business, Songlei education, Songlei cultural and creative industries, and Hetong group. It has made pioneering achievements in the fields of department store commerce, education, cultural creativity, new media technology, theme hotel, lifestyle, and third-party payment. The subsidiary companies of Songlei group are distributed in Harbin, Beijing, Shanghai, Shenzhen, Hong Kong and other places. The group's business market is centered on the mainland of China and spreads across many countries and regions.

　　 Fusion of modern culture

　　 It mainly focuses on the research and dissemination of Chinese traditional culture and traditional handicrafts, deeply excavates the essence of traditional culture, and devotes itself to the creative transformation and innovative development of intangible cultural heritage. Through the intangible cultural heritage Branding Research and the practice of intangible cultural heritage + new economic ecosystem, the intangible cultural heritage in the United States can be integrated into the times and into life, and actively promote the life integration, international expression and social popularization of intangible cultural heritage. With the mission of "integrating the intangible cultural heritage of the Great United States into modern life", the company strives to create a "leadership brand of ingenuity inheritance and better life". It owns the brand of "Rongyi" series of non heritage cultural and creative products, the education brand of "Rongyi school" handicraft College and the brand of "Rongyi national style Museum" of intangible cultural heritage.