Non-genetic inheritors become the main consumer group after 90 with the help of live e-commerce

　　"Green hills on three sides and water on one side, a city full of porcelain and half a city full of kilns" is a unique city in China and even the world. More than 2,000 years’ history of smelting ceramics, 1,000 years’ history of official kilns and 600 years’ history of imperial kilns-Jingdezhen was born and prospered because of porcelain, and the blending of mud and fire created countless amazing arts, which made a city rely on a single handicraft industry to support for thousands of years. Jingdezhen hand-made porcelain is one of the important non-legacy cultures, which is famous for its exquisite ceramic making skills and unique artistic style.

　　In order to protect and inherit Jingdezhen’s intangible culture, the local government and relevant institutions have taken a series of measures, such as establishing intangible cultural protection bases, holding ceramic cultural activities and cultivating inheritors. At the same time, it also promotes the innovative development of Jingdezhen ceramic culture through the combination of modern design and technology, and makes this ancient intangible culture glow with new vitality in the contemporary era.

　　Non-legacy should not just be displayed in a museum, but should be constantly given more vitality. As a new business model, live e-commerce is gradually becoming a new channel for non-genetic broadcasting and promotion, enhancing the social awareness of non-legacy projects and promoting the inheritance and development of non-legacy projects.

　　Based on protecting traditional culture and helping non-genetic inheritors, Tik Tok e-commerce "Seeing Craft Plan" has launched special support one after another. Relying on the global interest e-commerce model, it helps non-genetic inheritors, craftsmen and merchants to grow continuously on the platform through daily business training, commodity card traffic support, and live broadcast of talents.

　　According to the 2023 Tik Tok E-commerce Assistance Intangible Heritage Development Data Report released by Tik Tok E-commerce, the turnover of non-genetic inheritors on the platform increased by 194% year-on-year, and the number of non-genetic inheritors with turnover exceeding one million yuan increased by 57% year-on-year. Handmade twist, ceramic cups, purple sand teapots, filigree inlaid necklaces and Wuyi rock tea are the most popular intangible heritage items for consumers. Judging from the proportion of consumers of different age groups, "post-90 s" accounts for the largest proportion, and it is the people who love to buy non-legacy products on the platform. The turnover of "post-00 s" purchases of non-legacy products has nearly tripled year-on-year.

　　Xu Zhijun, the founder of Xu Kiln in Jingdezhen, studied under the tutelage of Jingdezhen since childhood, and began to deepen the famille rose porcelain industry in 2018, and founded the brand of Xu Kiln, which mainly inherited the famille rose craft of Imperial Kiln Factory and focused on the palace style. "Inspired by the royal aesthetic and imperial kiln factory, every artifact must be exquisitely crafted, exquisite and elegant, which is where the brand culture of Xu kiln lies." Xu Zhijun said frankly that Xu Yao’s products include not only gorgeous and elegant peony series, clear and refined day lily series, but also rigorous and delicate design and decoration series.

　　"Compared with before, after the short video and live room sales of Tik Tok e-commerce, the transaction volume has almost quintupled." Up to now, the products of Xuyao peach series and flower series have sold over 60,000 pieces through Tik Tok e-commerce. Xu Zhijun has now opened five physical stores in Jingdezhen, and there is also a famille rose production factory of more than 1,000 square meters. According to Xu Zhijun, the number of pastel craftsmen and students in the factory has increased to 50, and many post-90s and post-90s students of Jingdezhen Ceramic University will often visit his shop, showing their willingness to learn this intangible skill.

　　As a treasure of China traditional culture, intangible cultural heritage is the crystallization of national wisdom. Live e-commerce is not only an innovation of business model, but also the inheritance and promotion of traditional culture. This kind of cooperation has enabled Intangible Heritage to enter more people’s lives, and at the same time, it has added more cultural value to the e-commerce platform. We look forward to seeing more such cooperation, contributing to the protection and development of intangible cultural heritage and jointly creating a more colorful cultural world.