China News Service, Baisha, Hainan, September 5 (Reporter Wang Ziqian) On the afternoon of September 5, a live broadcast of goods brought the "good things" out of the mountains in Baisha Li Autonomous County in the central mountainous area of Hainan.
Zhang Chaoying, the president of the Lijin Handicraft Cooperative in Baisha, showed a Bluetooth speaker with Lijin totem embroidered on the live camera.
By her side, the fashion blogger wore an improved version of Li Jin clothing, recommending young people who flaunt their individuality to "get it started."
Li Jin is a wonderful flower in Chinese textile art, with a history of more than 3000 years.
Li brocade costumes are colorful, and it often takes 3-4 months or more to weave and embroider a set of costumes.
In 2009, Li Jin was included in the first batch of intangible cultural heritage in urgent need of protection by UNESCO.
With the impact of modernization, the inheritance of ancient Li Jin skills is weak and urgently needs strong protection.
The protagonist of the live broadcast, Zhang Chaoying, is a Li nationality mother in Baisha. She returned to her hometown from Guangdong to start her own business many years ago and established the Baisha Canran Lijin Cooperative.
In recent years, Zhang Chaoying went to the village village of Li to visit the Weaver Lady, innovating Li Jin skills, combining tradition with fashion, designing and manufacturing short skirts, bags and other Li Jin products that can be "worn on the body and used at home".
She also initiated free skills training to drive full-time mothers in Baisha County to get rich together.
With the help of live webcast to bring goods, the intangible cultural heritage Li Jin is selling well on the Internet.
Photo by Wang Ziqian
In the live broadcast, Zhang Chaoying introduced the culture of Li Jin, recalled the childhood story of being attached to Li Jin, and also told the entrepreneurial philosophy.
"For intangible heritage entrepreneurs, sales are very important.'Live broadcast' can help me open up the market." Zhang Chaoying said that she not only used the Internet to communicate with users and live broadcast to find the market, but also hoped to share the Li nationality through innovative methods. culture.
The two-hour live broadcast triggered a "grass planting" boom, with 100,000 user interactions, and the cooperative's stocks were sold out through the Internet.
It is reported that this live-broadcast charity sale is part of the "Mom Up" plan, jointly initiated by the China Women's Development Foundation and Xiaohongshu.
The plan aims to help rural mothers in China obtain career development and realize women's self-worth.
Zhang Chaoying (left) and fashion blogger Han Chenghao (middle) and star Zhou Jieqiong (right) live together "selling goods".
Photo by Wang Ziqian
The "Mom Up" program will not only help Zhang Chaoying achieve "cultural influence + commercial delivery", it will also reach more women. All the funds from the live broadcast will be donated to the "Genius Mother" project of the China Women's Development Foundation.
The "Genius Mother" charity project has been deeply involved in rural areas, helping creative women in difficulties, and driving local poor women to work at home.
Nan Jing, assistant secretary-general of the China Women's Development Foundation, said that the "Mom Up" program and "Genius Moms" combine cultural poverty alleviation with Internet poverty alleviation, which is reproducible.
Internet bloggers use the Internet to expand the influence of intangible cultural heritage and broaden the world of assisted women.
It is reported that in addition to Li Jin, the live charity sale also includes intangible heritage crafts such as inner skin carvings and Jilin Liaoyuan farmers' paintings.
The public welfare products come from the rural female entrepreneurial team supported by the "Genius Mother" charity project.
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