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      2. 要傳承也要創新 探索中華老字號發展新路徑

         

        作者:來源  光明網 添加日期:19年02月19日 點擊數:

         

                1月22日,由新華社瞭望智庫和《財經國家周刊》聯合舉辦的“振興中華老字號路徑探索研討會”在京舉行。來自工信部、文化和旅游部、商務部、北京大學、中央財經大學的與會專家及企業代表圍繞老字號品牌當前存在的問題與振興策略、助推非遺的傳承與發展等問題進行了深入研討。

        要傳承也要創新 探索中華老字號發展新路徑

          “老字號”是指年代比較久遠,有獨特的產品、技藝或服務,有良好聲譽和傳統文化內涵的老商號、老品牌。目前,經商務部認定的中華老字號共1128家,平均有160多年的歷史。

            中華老字號是好品質、好技藝的象征,是工匠精神的傳承,但在目前競爭日趨激烈的市場環境下,許多老字號存在體制和觀念滯后、產品和技術陳舊等問題,保護和振興老字號的工作任重道遠。

          “老字號發展的核心,我們認為需要處理好傳承和創新的關系。如果不傳承,我們可能就沒有了老字號的根和魂。如果不創新,就沒有了競爭力和生命力。”北京稻香村食品有限責任公司執行總經理孫鵬在研討會上表示。據孫鵬介紹,從2017年開始,北京稻香村和故宮淘寶合作,陸續推出了宮廷范的糕點禮盒,不僅受到消費者熱盼,還引發了社交媒體討論,在品牌年輕化上邁出重要一步。

          近5成國家級非遺手藝、超7成(近800個)中華老字號登上淘寶,淘寶消費者人均購物非遺老字號超2件,七成以上非遺和老字號消費者為80、90后……一組淘寶上的傳統文化消費數據在會上引發了熱議。與會專家和企業代表一致認為,抓住移動電商和新零售的機遇進行產品和營銷創新,滿足消費者日益個性化和多元化的消費需求,是非遺和老字號在新時代的新機遇。

        要傳承也要創新 探索中華老字號發展新路徑

          非遺和老字號在淘寶“活”起來,除了帶來切實的經濟效益,還帶了巨大的社會價值。與會專家研討發現,借助互聯網,將貧困地區的非遺產業變成脫貧生產力,將“指尖手藝”變成“指尖經濟”,已成為淘寶上行之有效的脫貧新模式。

          文化和旅游部非物質文化遺產司發展處處長張志云認為,非遺和老字號的傳承和創新有很多路徑,“+網購,+文創,+科研,+扶貧……可以做的事非常多,以扶貧為例,很多貧困地區同時也是非遺項目非常集中的地區,他們急需保護開發,也急需發展和振興,這個過程中,非遺和扶貧的結合是一種路徑。”

          在商家代表分享環節,非遺技藝推廣人、酒狐米酒創始人楊天吉介紹,隨著客家米酒釀造技藝在淘寶的復活,當地釀酒師傅的生活發生了翻天覆地的變化。作為這項非遺技藝的受益者,酒狐米酒在發展后,也專門拿出一部分收益用于故鄉芷溪古建筑的修繕,幫助家鄉實現更好的發展。

          除了福建龍巖的客家米酒,從云南新華村的手工銀器,到貴州黎平縣的侗繡、山東博興灣頭村的草柳編、河南許昌霍莊村的社火道具……來自全國多地的非遺技藝、工藝都在淘寶等電商平臺上煥發出新的活力,成為當地農民就業增收的品牌產業。與會專家表示,電商平臺為年輕人打開了傳統文化消費的大門,也讓傳統文化展現出更年輕的形態,深度觸達消費者群體。抓住移動電商和新零售的機遇,讓傳統文化和年輕人相遇,非遺、老字號有望找到傳承新路徑。

          

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