Intangible cultural heritage has risen on the Douyin e-commerce platform, and the collision between tradition and modernity has aroused young consumers' attention to cultural traditions. According to data released by Douyin e-commerce, the turnover of intangible cultural heritage inheritors on the Douyin platform increased by 194% year-on-year, and the performance during the Double 11 period was even more eye-catching. This phenomenon raises an important question: how can traditional intangible cultural heritage be revitalized on the Douyin e-commerce platform and become the favored object of young consumers?The Douyin e-commerce platform provides a wealth of live broadcast gameplay and shelf scenes, which provides convenience for intangible cultural heritage to enter the field of vision of consumers. The live broadcast of linkage industry celebrities and top celebrities has opened a window for the "out of the circle" of intangible cultural heritage.
During the Season of Bringing Good Things to the Jewelry and Cultural Toy Industry, the platform launched a variety of shelf games to help merchants open up the link of "people looking for goods" and allow users to easily locate intangible cultural heritage. At the same time, the content field gameplay such as the live broadcast room of good things, Douyin** gold card, and live task competition has provided hundreds of millions of traffic for intangible cultural heritage merchants, further expanding the influence of intangible cultural heritage good things. Importantly, intangible cultural heritage merchants need to combine their own characteristics and be good at making good use of the platform's resources and rich gameplay. Some stores use the platform to renew intangible cultural heritage with the help of marketing IP, output professional and interesting high-quality content, stimulate user interest, drive the strong outbreak of intangible cultural heritage, and gather a large number of grass-planting users. This multi-scenario marketing strategy helps consumers to truly "see" the intangible cultural heritage, and also makes the traditional intangible cultural heritage glow with greater vitality.
Short ** and live broadcast have become an important way of communication, promoting the "fire" of intangible cultural heritage. Douyin e-commerce leaders and tea and porcelain merchants have successfully allowed consumers, craftsmen, and intangible cultural heritage merchants to truly "see" each other and exchange intangible cultural heritage culture on an equal footing through multiple scenarios such as short ** and live broadcasts. This exchange not only promotes the inheritance of traditional culture, but also provides new opportunities for the greater development of intangible cultural heritage. As an important channel for purchasing intangible cultural heritage, Douyin e-commerce has brought new opportunities for the inheritance and development of traditional intangible cultural heritage. In the future, intangible cultural heritage will continue to radiate more lasting vitality, and the intangible cultural heritage belt will also bring greater economic value and social influence.
However, how to better mobilize social resources and allow more people to participate in the inheritance and development of intangible cultural heritage is worthy of our in-depth thinking and development. What are your thoughts on how to better inherit and develop intangible cultural heritage in contemporary society?Looking forward to your message sharing!