"Teacher's erhu is really emotional." "The manufacturer sells the goods at a low price, and professional teachers will pick the piano for you!" "I will use the erhu to play a popular song for you. Listen to it..." On the Kuaishou platform, enter In the live broadcast room of "Zhao Jun Erhu Factory", Zhao Jun, the representative inheritor of Jiangsu provincial-level intangible cultural heritage national musical instrument production skills (Zhao's Erhu production skills), is actively interacting with the audience.

Zhao Jun introduced that his live broadcast team currently has a total of 7 people. The total number of fans in the live broadcast rooms of the two platforms, Douyin and Kuaishou, has exceeded 200,000. By bringing goods through online live broadcast, the problem of unsalable erhu has been solved to a certain extent.

See micro-knowledge. In the face of the adverse impact of the epidemic, the intangible cultural heritage people in Zhenjiang actively innovated and rescued themselves, sending one intangible cultural heritage technique and batches of intangible cultural heritage items to the online platform, which not only drove the sales of intangible cultural heritage products, but also further promoted the intangible cultural heritage. Inheritance, let intangible cultural heritage enter more citizens' homes.

The epidemic has a big impact

In 2020, due to the impact of the epidemic, Zhao's Erhu Co., Ltd.'s erhu sales also continued to decline. Zhao Jun said with emotion: "Before the outbreak, the company could receive thousands of tourists from all over the world every year, which directly drove the sales of erhu. After the outbreak, people If you can’t come, the exhibition can’t be held, and the erhu will naturally be difficult to sell.”

Yao Anmin, a representative inheritor of Zhenjiang municipal-level intangible cultural heritage national musical instrument production skills (Han Yun Erhu production skills) and a producer of Zhenjiang Han Yun National Musical Instrument Factory, said that the repeated epidemics have an increasingly obvious impact on the company. In 2019, the company’s monthly Sales are all around 1.2 million yuan, which will shrink by 30% in 2020 and 50% in 2021. Since March this year, logistics has been seriously affected by the epidemic, the ordered accessories are not available, and the finished products cannot be sent out. The offline experience stores in other provinces that bring 30% of the company's sales are also withdrawn to Jiangsu. Moreover, erhu is not a necessities of life after all, people's enthusiasm for consumption has decreased, and transformation and self-help is imminent.

Intangible cultural heritage in the field of daily necessities is also facing the pressure of the epidemic. Zhenjiang Hengshun balsamic vinegar brewing technology, a representative national intangible cultural heritage project, is one of them. Fan Li, curator of Zhenjiang China Vinegar Culture Museum, said that after the outbreak of the epidemic in 2020, the museum's visitor reception dropped off a cliff, and more than 4 million yuan was directly lost in terms of scenic spot tickets and product sales.

Live Streaming Popularity

Facing the epidemic, Zhao Jun thought of live broadcast. In fact, as early as 2019, he has entered the live broadcast industry. He played the first live broadcast himself. At that time, it was to show the intangible cultural heritage of erhu production skills to more people. Unexpectedly, some netizens asked "Can I buy it?" He summed up his previous live broadcast experience and upgraded the content and frequency of the live broadcast. He asked professional teachers to play the erhu in the live broadcast room, and he was responsible for explaining the erhu production process. From Monday to Saturday, three live broadcasts were held every day. "Through short videos and live broadcasts, we can grasp customer needs at the first time, make quick adjustments and optimizations in product production, etc., and the sales scope has also expanded. Our erhu has been sold to Japan, the United States, Canada and other countries, realizing domestic products. 'Sell the world'." Zhao Jun said.

Since 2020, Zhenjiang Hanyun National Musical Instrument Factory has intensified its live broadcast, covering Douyin, Kuaishou, Taobao and other platforms, and the live broadcast content has also been greatly improved. Professional teachers have formed a live broadcast team, and the teaching content has become more systematic. A textbook of more than 200 pages has also been made, which is given to customers who buy erhu for free. "In 2020, we have nearly 1 million more fans on the entire network. There are three live broadcasts per day, and the average audience per show can reach several thousand people, which effectively drives the sales of erhu." Yao Anmin said.

"Through live broadcast, more people can learn about national musical instruments, which is conducive to the healthy development of the industry, and at the same time, it can also feed back the intangible cultural heritage and help the inheritance of the intangible cultural heritage." In Yao Anmin's view, moving the intangible cultural heritage to the online platform is a win-win situation. thing. He recalled the experience of the live broadcast just now, and found that many people did not know that erhu production was an intangible cultural heritage.

In order to further inherit the intangible cultural heritage, Zhenjiang Hanyun National Musical Instrument Factory also held the Hanyun Cup middle-aged and elderly amateur erhu competition for the company's customers, and provided erhu worth 7,000 yuan as prizes. Last year, the first competition attracted thousands of people to participate in the competition. This year The event will also start on May 1, and Yao Anmin expects at least 5,000 people to participate.

In order to overcome the impact of the epidemic, the China Vinegar Culture Museum has also turned its attention to online. On the one hand, the museum attracts consumers to buy Hengshun vinegar online through preferential activities in the "Hengshun Taste" live broadcast room and mini-program. On the other hand, the museum pays more attention to the dissemination of the cultural level, and let consumers understand the production process of Hengshun vinegar and the cultural connotation of the products through such methods as "Yunyou Vinegar Expo" and "Xiao Liu takes you to the Vinegar Expo".

"In order to let netizens have a more intuitive and in-depth understanding of the production of Hengshun vinegar, we will invite Qiao Guiqing, the representative inheritor of the national intangible cultural heritage (Zhenjiang Hengshun balsamic vinegar brewing skills), to enter the live broadcast room from time to time every month. Showing the production skills of Hengshun vinegar, and also answering questions for netizens." Fan Li said that walking on the "cloud" has achieved good results in the self-help of the China Vinegar Culture Museum. In 2021, the museum's revenue will increase by 61% year-on-year. Basically recovered to the level of 2019.

stick to the tree brand

Compared with short-term recovery, Fan Li is more concerned about the possible lasting impact of online platforms. In her opinion, making the online platform bigger and stronger now is to store energy for the future. "The epidemic will always dissipate. We have accumulated a lot of fans through short videos and live broadcasts. Now the 'Chinese Vinegar Culture Museum' live broadcast room can attract more than 1,000 people on average, and the 'Hengshun Taste' live broadcast room has more. And we The live broadcast is not purely entertainment, the fans who can follow us are all interested in vinegar culture and intangible cultural heritage, and such fans are very loyal. We have also opened two fan groups, one for culture and one for products. , through word of mouth among fans, it is more conducive to the brand spread of Hengshun vinegar."

Yao Anmin said that online platforms have a great role in promoting the establishment of product brands. He said that, unlike ordinary fast-moving consumer goods, the transaction of high-priced handicraft intangible cultural heritage products such as erhu is relatively slow. Consumers may need to watch several live broadcasts and consult teachers online before making a decision. In the production of products, they also pay more attention to quality control. "Each erhu is unique and has its own 'identity card'. We must be responsible for the product, and we must not smash the signboard that we have finally established."

The relevant person in charge of the Intangible Cultural Heritage Office of Zhenjiang Municipal Bureau of Culture, Radio, Television and Tourism said that the fragrance of wine is also afraid of deep alleys. If enterprises cannot grasp the market and innovate in marketing strategies and strategies in a timely manner, it will be difficult for the products to have a market, and survival and development will become a big problem. Therefore, nowadays, good enterprises often "have good wine and drink it diligently", and the same is true for intangible cultural heritage enterprises and intangible heritage inheritors. After adding "e-commerce wings" to intangible cultural heritage, the beauty of intangible cultural heritage can be seen and understood by more people, and enterprises and inheritors can directly face a larger market, realizing a virtuous circle of intangible cultural heritage production and consumption. The person in charge also admitted that under the current circumstances, intangible cultural heritage enterprises should maintain a clear understanding, further forge their brands, improve their protection level and innovation ability, maintain the constancy and dynamism in the inheritance process, and create something that consumers love. to promote more intangible cultural heritage items to the market and people's lives, and promote the development of Zhenjiang intangible cultural heritage products to branding, popularization and marketization.