Non -heritage character | Liu Lanfang: Millennium folklore skills are in line with modern "tide life", Xiaoxiangbao is made into a large industry!

Liu Lanfang, female, Han nationality, born in 1965, member of the Communist Party, 2021 Rural Culture and Tourism Personalization of the Ministry of Culture and Tourism, researcher at the Cultural History Research Museum of the Gansu Provincial People's Government, Qingyang Xiangbao embroidered provincial inheritance, Gansu Provincial Arts and Crafts Master Longdong craftsman, a leader in cultural industry in Qingyang City, deputy senior artist.

Qingyang's unique cultural business card -Qingyang Xiangbao

Qingyang, one of the birthplaces of the early farming civilization of the Chinese nation. Human reproduction was reproduced in 200,000 years ago, and early farming more than 7,000 years ago. More than 4000 years ago, Zhou Xianzu did not open the precedent of farming civilization. In the history of civilization of 5,000 years, in the long river of prosperity, in this fertile soil, countless labor people have created rich and splendid ancient culture and prosperous modern civilization by hard work and wisdom.

The Qingyang Xiangbao, which is well -known at home and abroad, is one of the unique cultural business cards of Qingyang City. Qingyang Xiangbao is a local traditional handicraft in Qingyang City, Gansu Province, with a history of thousands of years. In Qingyang folk, it is also called "lotus bag" and "绌绌". It is hand -refined with unique artistic ideas, superb embarrassing embroidery craftsmanship, fresh and elegant natural spices, and colorful silk threads. The Qianzhong Qingyang Xiangbao has rich shapes, exquisite patterns, simple and elegant, and fragrant. It expresses people's totem worship, auspicious avoid evil, praying for good luck, descendants, love happiness, and longing for a beautiful life.

According to historical records, Qingyang Xiangbao was the earliest ancestor Qibo, the ancestor of Chinese medicine, to help people epidemic prevention and prevention, and to create a "fumigation method" civilian medical care products. This is also unique to the Qingyang Xiangbao to this day. In 2006, Qingyang Xiangbao was included in the first batch of national intangible cultural heritage projects.

The family biography is orderly, and the famous teacher

"At the age of eight, he entered the embroidered house, entered the embroidered house embroidery, and all the stories were embroidered." This Qingyang folk song is the provincial inheritance of the provincial inheritance and the master of the Chinese folk embroidery art. Growth portrait. At the age of 56, she learned embroidered bags with her grandmother and mother at the age of 8. She also made pillows, shoes, hats, etc.

Liu Lanfang's grandmother is a local famous family. She is good at female red since she was a child. Under the influence of a group of old artists such as aunt, aunt, and neighbors, Liu Lanfang has a unique ability to comprehend the embroidery skills such as color, acupuncture, and describing patterns.

In 1997, by chance, Liu Lanfang met Wang Guangpu Wang Guangpu, a spokesperson for folk art in Gansu, and followed him to learn the protection and research and development of folk folk cultural products. In the past 20 years, she has collected a large number of traditional embroidery and copywriting patterns, and systematically studied more than a dozen kinds of embroidery needle methods, which deeply tapped the cultural connotation and value.

Inheritance innovation, simplicity reflects cultural connotation

Liu Lanfang's fragrant bag not only inherited the rich styles of the predecessors, but also retained the naive and simple of folk handicrafts. Her fragrant bags are examined, from color matching, structure to shape and internal container, retain the traditional regional characteristics and technical characteristics with practicality as the main body. After unremitting efforts, his works have been awarded repeatedly at various festivals. Liu Lanfang has gradually grown into a large -scale among the embroidery embroidered by Qingyang Xiangbao, and has been awarded the title of provincial non -genetic inheritance.

Establish a company to expand the market

In 2002, Liu Lanfang took his elaborate fragrant buns to participate in the first Chinese fragrant folk cultural festival held by Qingyang City. Soon, she went to Shanghai to participate in the Folk Culture Expo, and the fragrant bag was also sold out. After returning, she immediately registered Qingyang Qihuang Culture Communication Co., Ltd., who served as the general manager and design director of the company.

In order to expand the market, she carried a large suitcase and took a train to Tiannan to run north. Every time she goes to a city, she will visit the local folk experts, or ask the local elderly to chat, and ask some questions such as "Everyone needs something from birth to marriage". Along the way, she precipitated a set of market standards for colors and shapes. In the past 20 years, Liu Lanfang has designed 300 fragrant bags, which greatly enriches the product form of Qingyang Xiangbao.

In order to promote Qingyang Xiangbao, Liu Lanfang often goes out to participate in various exchanges and exhibition activities. He often runs more than a dozen cities a year and suffers from the suffering. "After the Internet, the first response is. The bus cannot be eliminated by it. " In 2010, Liu Lanfang spent a lot of money to register a website, but unfortunately, the results were very small.

Soon, the rise of e -commerce attracted Liu Lanfang's attention, and she immediately moved to the e -commerce platform. After the opening of the "Qingyang Xiangbao" store, she has made great efforts to invest in operations. It took 5 years to train a group of college students who knew operations. These college students knew the products and culture behind her. While Liu Lanfang is deeply cultivated in the field of e -commerce, more and more non -heritage artists have also joined the "Intangible Cultural Heritage Consumption Trends Report" released by the e -commerce field -released in July 2021. Only the non -heritage category on Taobao is active active in heritage. The number of handicraft shops has exceeded 25,000; as of the end of June, 14 non -heritage industries have sold more than 100 million in Taobao last year.

The whole family entered the battle, and the small incense bag went to the world

In order to further inherit the skills and culture of fragrant bags, Liu Lanfang's eldest daughter Zhang Yaoyao has specialized in embroidery for many years, and the younger son Zhang Yuchen is responsible for online store operations. Zhang Yuchen was a post -95s, graduated from non -heritage management and protection majors. After taking over operation management, on the one hand, he actively explored the path and skills of non -heritage products operation. On the one hand, he actively found inspiration from sales and committed to product innovation.

Traditional Qingyang Xiang is a big head and simple in shape. For young people, it is not convenient to wear and use in daily life. To this end, Zhang Yuchen and the embroidered master improved, and the big crab fragrant bags were reduced in proportion to the brooches, and they were sold out as soon as they were put on the shelves. Combining Hanfu's popular in recent years, they also developed portable sachets and embroidery earrings, which became the love of Hanfu enthusiasts ... "In the future, I hope young people can wear our Qingyang fragrant bag like wearing trendy jewelry." Zhang Yuchen believes that it won't come too late that day.

The small fragrant shop attracts fragrant bag enthusiasts from all over the world: a Qingyang native who has settled in Beijing for more than 20 years, bought a 2,000 yuan incense bag in one breath; an elderly Chinese in the UK, placed an order , Tiger-headed shoes, tiger head hats, to be given to the newborn baby in the family ... "The best thing is this summer, a Taobao buyer in the tourism industry specializes in the Chengdu-Qingyang route, bringing tourists Come to Qingyang to experience the production of fragrant bags. "Today, under the careful operation of Zhang Yuchen, the monthly sales of online stores are about 100,000 yuan.

The fragrant bag made by Liu Lanfang and the children came out of Qingyang, sold to the whole country, and even went to the world. By promoting the Silk Road Economic Belt and the East Wind of the Innovation Zone of the Huaxia Civilization, they have successively went to the United States, Canada, Belarus, Italy and other countries to propagate and promote Qingyang Xiangbao to win unanimous praise from the international market. Liu Lanfang also held lectures and exhibitions at Yale, Harvard and other universities to spread China's excellent traditional culture.

Pay attention to protection and inheritance, drive the folks to get rid of poverty and increase their income

The lone wood is not forest! In order to inherit the culture of Qingyang Xiangbao, Liu Lanfang has repeatedly launched a training course with the Qingyang Women's Federation and the Trade Union. Based on the degree of understanding of each person's skills, the fragrant bag craftsmanship will be decomposed, and the students will be targeted. Employment, attracting more young people to join the Qingyang Xiangbao inheritance team.

Some people have power. We must have such a beautiful skill. No one can inherit it. Only by let more young people participate and give full play to their imagination and creativity, can Qingyang Xiangbao go down. Known as the "hometown of Chinese incense bag embroidery", under the drive and influence of Liu Lanfang, there are a large number of rural women who have devoted themselves to the fragrant bag industry, inherit the fragrant bag culture, and rely on the fragrant bag to increase the rich. Qingyang Xiangbao flew into the home of ordinary people.

Liu Lanfang said: "I am a guardian and promoter of traditional Chinese culture. Innovation and development is our lifeblood. Young people do not accept and do not inherit. The good things left by our ancestors will be sent to our generation . The most fundamental condition of non -heritage is to integrate into life, rather than turning into luxury goods to make it high, because Qingyang Xiangbao was originally the people of the working people originated from life. "

The fragrant bag made by Liu Lanfang and the children came out of Qingyang, sold to the whole country, and even went to the world. By promoting the Silk Road Economic Belt and the East Wind of the Innovation Zone of the Huaxia Civilization, they have successively went to the United States, Canada, Belarus, Italy and other countries to propagate and promote Qingyang Xiangbao to win unanimous praise from the international market. Liu Lanfang also held lectures and exhibitions at Yale, Harvard and other universities to spread China's excellent traditional culture.

The non -heritage of Qingyang Xiangbao is well protected and inherited. In this road, Liu Lanfang is going firmly and confidently!

Full honor

The 2014 work "Silk Road" won the "China Tourism Commodity Competition" silver award;

In 2015, he won the honorary title of 38 Red Banners in Gansu Province;

In 2016, he won the honorary title of the first "Longdong Craftsman" in Qingyang City;

The 2018 work "Dare Dare to Be" won the bronze award of the Gansu Provincial Tourism Commodity Competition;

In 2019, "Yicu Rongguo · Twelve Zodiac Shoes" won the bronze award of the "2019 Tourism Commodity Competition with Chinese Features";

In 2020, it was identified as the representative project of Gansu Province's intangible cultural heritage.

In 2021, the Ministry of Culture and Tourism 2021 Rural Culture and Tourism Personal Support Projects;

In July 2021, the work was exhibited "Centennial Baili · Fire Live" Chinese traditional craft invitation exhibition;

In 2021, the work of "The Chinese Medicine of the Twelve Zodiacs" won the "2021 Gansu Cultural Tourism Commodity Competition" silver award.

Teacher Liu Lanfang's work display:

[Non -Relly Character] series of topics,

The wonderful story behind the cultural heritage is tapped,

Record the adherence and glory of the non -survivor's life,

Promote the protection and inheritance of non -heritage!

This topic is jointly launched by "Well -off" magazine and the memory of the times

Author: Time Memory

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