Innovation And Transformation Of Intangible Cultural Heritage In Textile Industry

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 in Songlei commercial Nangang store in Harbin.

On the eve of the "cultural and Natural Heritage Day", the "he ownership · Rongyi national style Museum" deeply linked by the Intangible Cultural Heritage Office of China Textile Federation, after two months of efforts, has opened grandly with he Quan life flagship store at the same time, focusing on the innovation and transformation of textile intangible cultural heritage, creating a new mode of diversified business forms, so as to let Harbin citizens and tourists have zero distance access to intangible cultural heritage products. This is a witness to the achievements 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 good start of a series of strategic cooperation between the Intangible Cultural Heritage Office of China Textile Federation and the Harbin Cultural Industry Association since Sun Huaibin, vice president of China Textile Federation, led a team to visit Harbin Songlei group on April 12, 2021.

In front of the yarn art wall, there are props representing handmade creations, 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.

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

Known as "the art of gold and fire", filigree inlay, with its unique charm, shows the highest realm and artistic value of traditional Chinese handicraft. The museum displays the classic products developed by modern culture, namely the "Hemerocallis series" with maternal love as the soul of the products. The mother's love and concern for her children is just like silk inlaid with delicate, tender and touching feelings.

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 Guofeng 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 "craftsmanship and ingenuity", shows "National style and national trend", and interprets the Chinese style life attitude under the collision and fusion of ancient intangible cultural heritage and contemporary design from multiple dimensions. 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.

Yin Lili, founder of Rongjin culture and director of Rongyi Guofeng Museum, said that the amazing appearance of Guofeng Museum in the commercial complex was guided and strongly supported by the Intangible Cultural Heritage Office of China Textile Industry Federation, a national industry organization. Songlei commercial building Nangang store of Songlei group is the first private department store in China. It has been innovating for 30 years. At the same time, as the president unit of Harbin Cultural Industry Association, Songlei, with a sense of responsibility and mission for the inheritance and protection of traditional culture, takes out the most golden area to provide a display platform for intangible cultural heritage, and realizes the most accurate link between high-quality offline customers and intangible cultural heritage. Since its establishment, Rongjin culture has always been committed to "integrating the great American intangible cultural heritage into modern life", based on the research and dissemination of intangible cultural heritage, the application and development of intangible cultural heritage. As the creator, empowerer and linker of intangible cultural heritage, Rongjin culture has introduced industrial resources such as design and development, publicity and planning and market channels for intangible cultural heritage, and helped inheritors and craftsmen improve design, process and quality, To create intangible cultural heritage and related cultural and creative products that adapt to the aesthetic orientation and lifestyle of contemporary consumers and meet the multi-level needs of the market.

As the first flagship store of local lifestyle brand collection, "hecall" adopts the cross-border operation mode and presents the five life forms of "clothing, food, housing, transportation, reading" to provide 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. As the theme Hall of Harbin's first lifestyle brand collection flagship store, Hequan Rongyi national style Museum has become an inevitable card punching resort for consumers, tourists and Hanfu lovers.

Songlei group

Songlei group was founded in Harbin, Heilongjiang Province in 1989. After more than 30 years' development, Songlei group has gradually formed a strategic development framework with four core industries, namely, Songlei business, Songlei education, Songlei cultural and creative industries, and Hetong group. The strategic development framework includes department store business, education, cultural innovation, new media technology, theme hotel, lifestyle, etc Third party payment and other fields have made pioneering achievements.

Fusion of modern culture

Integrating modern culture 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 of the United States can be integrated into the times and into life, and actively promote the life integration of intangible cultural heritage, International expression and socialization popularization. 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.