The 2022 Beijing Intangible Cultural Heritage Shopping Festival will open tomorrow.

June 1 1 day in 2022 is "Cultural and Natural Heritage Day", and the third "Beijing Intangible Shopping Festival" hosted by Beijing Municipal Bureau of Culture and Tourism will open on that day. In the next 8 days, we will introduce different Beijing intangible cultural heritage brands to people.

This activity is closely related to the theme of "connecting modern life with glamour and brilliance", with the slogan of "appreciating traditional culture and buying non-legacy products", combined with Internet platforms such as bloom, Tik Tok and Jinghua Time to innovate the gameplay, bringing together eight non-legacy brands such as Quanjude, Tongrentang, Inline Promotion and Liubiju 18, combining profound cultural heritage with popular online consumption methods, and widely reaching cultural consumers. Consumers can not only buy exquisite intangible products with confidence, but also learn about intangible connotation, experience intangible skills and feel the charm of Chinese excellent traditional culture in the immersion test!

Non-legacy brands gather in the "online market" to take you to touch different non-legacy brands.

This year, a special page of "Beijing Intangible Heritage Market" will be opened on the platform of JD.COM, creating a century-old online market of intangible heritage brands, focusing on the current popular elements and consumption trends, breaking through the time and space constraints, focusing on displaying and selling Beijing intangible heritage products, and creating intangible heritage explosions.

The online market includes three parts: century-old food in the present, century-old products in the present and century-old products in the present. The century-old brand has made a stunning appearance with many products, covering the four dimensions of "eating, wearing, using and hiding", striving to build a shopping experience with life scenes for consumers, and truly let the intangible heritage "fly into the homes of ordinary people". "Hundred-year-old number+explosive product" not only has ancient law and rhyme, but also has black technology and new national style that young people love, which makes consumers feel the beauty of skills and wisdom of life contained in it, and deepens their love for Chinese excellent traditional culture. I can't help but want to take it home.

Non-legacy zero-distance "immersive" live broadcast, showing non-legacy charm

Jointly launch a special live broadcast of Beijing's non-legacy time-honored brands on the JD.COM platform, carry out the cross-circle linkage of "live room+live room" and the cultural linkage of "live room+exhibition hall and museum", create a three-dimensional presentation of the theme, tell the story of Beijing's non-legacy time-honored brands well, and let consumers enjoy the non-legacy products, watch the non-legacy skills and buy non-legacy products in a diversified and flexible live broadcast game, so as to fully demonstrate the inheritance and innovation of Beijing's non-legacy time-honored brands.

At the same time, the JD.COM platform will broadcast the offline store exploration activities for the first time on June 1 1 Sunday 15:00- 18:00, and enter the five old stores of Tongrentang, Zhang Yiyuan, Neiliansheng, Yidege and Liubiju in Qianmen, and bring Rong Baozhai Four Treasures of the Study, Red Snail Food and Liubiju.

Take you to explore the story behind the old name and the inheritor.

In the official Tik Tok account of "Beijing Intangible Cultural Heritage Center", short videos such as time-honored brands, craftsmen's ingenuity, non-legacy grass planting and good goods evaluation were released, focusing on Beijing culture, traditional crafts, non-legacy consumption trends and non-legacy consumption experiences. Create a traffic topic of "Beijing's non-legacy shakes up" in Tik Tok, share non-legacy photos, interact with netizens online, and show the beauty of non-legacy and life from a new perspective.

Beijing Time Platform will also launch a special page of Beijing Intangible Cultural Heritage Shopping Festival, including focusing on Beijing Intangible Cultural Heritage, Yunshang Beijing Intangible Cultural Heritage, Shangxinbei Beijing Intangible Cultural Heritage, Ingenious Beijing Intangible Cultural Heritage, and collecting Beijing Intangible Cultural Heritage, so as to tell a good story about Beijing Intangible Cultural Heritage. Release the solicitation order of "Stories about Handicraft Inheritance and Beijing Intangible Heritage Meeting", and collect the intangible heritage stories, photos and videos that most impressed netizens or learned recently, so as to create an exclusive social position for Beijing Intangible Heritage.

Enjoy traditional culture and buy non-legacy items. "Beijing Intangible Cultural Heritage Shopping Festival" is dedicated to stimulating the vitality of consumer innovation, promoting the integration of intangible cultural heritage into contemporary life, and helping the integration of cultural tourism and intangible cultural heritage, so that the general public can also feel the fascinating brilliance and endless vitality of intangible cultural heritage in their daily lives. On the "Cultural and Natural Heritage Day" in 2022, let's walk into the intangible heritage, fall in love with it and help it!

Editor/Zhang Peng