What kind of experience is it to watch the origin style and production process of Pu'er tea in the live broadcast room?The answer is: many people finally understand why some people sigh "the mind is not bathing in the snow, and Pu'er is known as an immortal".
Not long ago, a number of Douyin e-commerce experts went deep into Iceland Village, Brown Mountain Township, Bada Mountain, Jingmai Mountain and other characteristic production areas of Pu'er tea in Yunnan Province to carry out traceable live broadcasts, reproducing the traditional production skills of Pu'er tea.
When the refreshing picture of "green belt ring slope and cuixia" passed by, and when the traditional production process of Pu'er tea of "sacrificing to the god of tea, selecting raw materials, finishing and kneading, and autoclaving" was truly presented, many netizens couldn't help but follow the "cloud tea" in front of the screen. In this way, intangible cultural heritage is connected to the netizens on the other side of the screen.
When the "traditional" intangible cultural heritage meets the "modern" Douyin e-commerce, and the "legacy" shows its style in the scene of "short** + live broadcast + e-commerce", the intangible cultural heritage will naturally shine with new brilliance in the "new" paradigm loaded with "new" forms, and the "new" consumption drives the "old" craftsmanship, and burst out with new vitality in creative transformation and innovative development.
Let intangible cultural heritage be renewed in daily life
Advance 500 years of new ideas, and in the millennium, I will feel Chen". As the main subject of the "Tea and Horse Market" more than 1,000 years ago, Pu'er tea has been passed down from generation to generation for nearly 300 years, which can be described as a long history.
But the flip side of history is tradition, antiquity, and oldness. Over the years, when it comes to Pu'er tea, the first function that many people think of is tasting, collecting, and giving, and its core consumer group is mostly middle-aged and elderly, and it seems to have a "generation gap" with the new tea and coffee that the new generation likes.
How to promote Pu-erh tea to the younger generation of consumers, and how to make more people like Pu-erh tea?This is a question that Zhang Yu, the founder of a Pu'er tea brand that is deeply involved in the origin of Yunnan, is often thinking about.
The brand was founded in 2012, and in the early days of its establishment, Zhang Yu emphasized the tasting and collectible attributes of Pu'er tea, targeting the audience circle as Pu'er tea enthusiasts. However, as the market for Pu'er tea collection is shrinking and the younger generation is gradually developing tea drinking habits, he began to think about how to promote Pu'er tea to be as popular among young people as a ready-to-drink tea brand.
How to bring intangible cultural heritage into thousands of households?Douyin e-commerce has built a bridge: relying on the advantages of the intangible cultural heritage communication platform, relying on the "intangible cultural heritage content foundation + communication channel foundation + youth user base", "rejuvenation and new heritage" has become a new scene for the protection and inheritance of intangible cultural heritage.
When "short** + live broadcast + e-commerce" holds up the multi-dimensional connection between intangible cultural heritage and public life, including the connection between the spiritual core of intangible cultural heritage and modern values, the connection between the function of intangible cultural heritage products and modern life scenes, and the connection between the form of intangible cultural heritage products and the aesthetics of modern life, the picture of intangible cultural heritage "coming alive" will be more real.
With the power of global interest e-commerce, intangible cultural heritage will be revitalized
Intangible cultural heritage needs to be renewed in the "re-contextualization", and it also needs to be transformed in the integration of production, consumption and protectionIt is necessary to integrate traditional culture with modern life scenes, and it is also necessary to integrate intangible cultural heritage art with the cultural consumption market.
For a long time, intangible cultural heritage has geographical limitations and family inheritance, and the sales radius and production capacity of those intangible cultural heritage treasures are limited, which limits the income improvement space of those intangible cultural heritage craftsmen, inheritors and merchants.
However, Douyin e-commerce has allowed intangible cultural heritage skills to more accurately find its hobby groups and potential audiences, so that those inheritors can gain hardcore fans, and then monetize them with the help of live broadcasts, window product sales and other methods, opening up the positive enhancement loop of "production-realization-reproduction" of intangible cultural heritage content.
In the past, ripe Pu'er tea was subject to the fermentation environment and skill level, and it was easy to have different quality, and some even had peculiar smells, but online transformation will promote its "standardization to digitalization", and solve the "non-standard" problem through the main material production area, the tenderness of raw tea leaves, and the grade division of ripe tea.
It can be seen that with the help of global interest e-commerce, many intangible cultural heritage inheritors and merchants have ushered in incremental business opportunities. According to the "2023 Douyin E-commerce Helping Intangible Cultural Heritage Development Data Report", the turnover of intangible cultural heritage inheritors on the platform increased by 194% year-on-year, and the turnover of intangible cultural heritage products driven by the shelf scene increased by 370% year-on-year.
With the power of global interest e-commerce, intangible cultural heritage will be renewed according to the situation, and intangible cultural heritage will be renewed, so that intangible cultural heritage will have more vitality, and will be better "non" and "legacy" to move forward. This kind of "rejuvenation of intangible cultural heritage" is the answer to the needs of intangible cultural heritage protection and inheritance. (Zhong Ming).