Craft Platforms: Case studies 国潮新青年-Hunan embroidery competitionJune 16, 2020 2020-11-23 8:43
Craft Platforms: Case studies 国潮新青年-Hunan embroidery competition
“国潮新势力•湖湘新秀场”湘绣新媒体直播挑战赛 Hunan embroidery New Media Live Challenge --- an embroidery skill competition
- Uses social media: WeChat and Tik Tik to promote embroidery competition
- Combine the traditional embroidery with the new marketing method of live streaming
- Social media plays an important roles in promoting competition and attracting followers
- Mobile phones are used to record inspiration and living streaming conveniently.
Figure 1: The competition scene and competitors make her embroidery works
The Hunan Embroidery New Media Live Challenge competition has been running since June this year. It recruits outstanding young college students with innovative spirit and traditional culture knowledge. Under the guidance of the inheritor of Hunan Embroidery, the competitors participate in the practice of embroidery skills, and used innovative methods such as live broadcast of new media to promote Hunan Embroidery culture and innovative products. The Hunan Embroidery Competition aims to allow more young people to contact and understand the charm of “new domestic products” Xiang Embroidery, devote themselves to intangible cultural heritage innovation, inherit the spirit of Xiang Embroidery, and further promote the innovative integration and development of Hunan Embroidery.
DIGITAL ‘TOUCH POINTS’
In order to promote and disseminate traditional arts better, the Hunan embroidery competition adopts a new form of live streaming on mobile phones. Each player will use the Dongjia (an e-commerce application)to broadcast live embroidery creative cultural products to the audience. The competitors presented a large number of good-looking and elaborate embroidery products in the live streaming channel, attracting a large number of followers to watch and click to buy. The popularity of live broadcast has also become one of the references for the competition assessment.
Participants will also use mobile phones to assist in the creative process in the early stage of creation. When visiting the Xiangxi Embroidery Museum, they will take pictures of some outstanding Xiangxi masterworks, search for relevant material references on the Internet. When drawing patterns on tracing paper, they will use the images as reference.
Figure 2: Competitors use mobile phone take pictures and live broadcast
Use of Social Media
Figure 3: The organizer’s Dongjia live streaming and shop screenshot
After the creation of Hunan Embroidery works, the competition instructor will guide the competitors in media marketing, live broadcast interaction and other skills. During the competition, all participants participating in the embroidery training can choose a product and promote your own embroidery products by live streaming. For each picture sold, the competitors will receive a 20% commission on sales. Through the wonderful explanations of the players, the exquisite embroidery household items received a lot of praise on the new media live broadcast platform, which attracted followers to buy.
“First of all, to become an excellent anchor, you must understand the attributes of the product, conduct in-depth research on embroidery, and deepen your understanding of the basic common sense of Hunan embroidery. Secondly, you should be good at dealing with followers in online broadcasting. The anchor should interact and communicate well with the followers. Finally, she also suggested that during the live streaming, some competitors can use network terms that contemporary young people love to make live streaming more vigorous and dynamic.” Teacher Zuo Xiuzhen said.
Figure 4: The screenshot of completion organizer’s WeChat subscription page
On the WeChat public account platform, the Hunan Embroidery Research Institute also made a lot of publicity reports on the competition. The tweet mainly covered the entire competition process, including the competition preview, competition progress, competition work exhibition, etc. Every important node of each competition and wonderful works of the players will be recorded on the platform. The combination of traditional skills and new media live broadcast also attracted the attention of many other well-known Chinese media. For instance, China News Network, Phoenix News and others reported the competition. Social media software is an important publicity channel that runs through the entire competition process, adding a lot of attention to the competition activities.
Figure 5: The screenshot of organizer’s Tik Tok page
The organizer of the Hunan Embroidery Competition will also upload the competition process to Tik Tok. They will shoot the exciting clips and outstanding works, edit the video material into short videos and match it with beautiful antique music, and finally share it on Tik Tok. Embroidery enthusiasts can see the process of making embroidery, and can also feel the charm of Hunan embroidery. The short video format attracted a certain number of follers for the organizer and the competition.
Use of website
Figure 6: The screenshot of organizer’s website page
Hunan Embroidery Competition is hosted by Hunan Embroidery Research Institute. Notice of the competition and the progress of the competition will be posted on the official website of Hunan Embroidery Research Institute. At the same time, there are online stores on the official website of Xiangxiu research institute that can directly purchase Embroidery products.
The challenges of applying digital platforms in competetion’s craft activities
There are some potential challenges when applying digital platforms in their craft activities:
- Many participants are new to live broadcast promotions. The relevant experience of live broadcasts is insufficient, but they are willing to try.
“Many students try the live broadcast for the first time. In the competition, they actively exerted their subjective initiative, defined new function of the product, and invigorate traditional Hunan embroidery.” said Zuo Xiuzhen. The live streaming challenge is a self-breakthrough for the students, and at the same time, it has broken the status of “only for viewing” for Hunan embroidery art.
- The operation of social media is time-consuming and challenging to maintain.
Compared with other active subscriptions that update content daily, the Hunan embroidery Research Institute often posted two to three articles a month, and the update frequency is relatively low.
Overall, Hunan Embroidery Competition is a successful and innovative attempt to combine traditional Hunan embroidery with live steaming. The organizer, Hunan Embroidery Research Institute, is also committed to making embroidery keep up with the times and move towards a broader market. During the competition, the organizer will synchronize update the promotion through social media channels and the official website. In the preliminary preparation stage, competitors will use their mobile phones to take pictures of the masterworks of Hunan Embroidery in the museum to find inspiration. When designing the pattern, the competitors will use photos on the mobile phone as a reference to draw the embroidery pattern. Finally, during the live streaming, the competitors directly promoted Hunan embroidery products through the Dongjia platform and interacted with the embroidery enthusiasts.
Figure 7: The digital platforms involved in competition
MORE DESCRIPTIONS ABOUT HUNAN EMBROIDERY COMPETITION
Hunan Embroidery Research Institute and Hunan Daily jointly held the live broadcast challenge competition. The competition has closed training participants for more than 20 days, and the training process was shared in Tik Tok and live broadcast by Dongjia. Finally, it was sold in the Dongjia, and scores are recorded in the whole process. Finally, the project roadshow is also live streaming, participants explaining the products and experts scoring.
All the creative products of Hunan embroidery will be displayed in the achievement exhibition in August. After the on-site review by the expert review panel, the competition awarded the champion, second place holder, third place holder, and another five winners. The champion will also sign an agreement on the best price of Hunan embroidery products for live broadcast selling.
Hunan embroidery new media live challenge competition is a new attempt on Hunan embroidery culture communication. The contest encouraged more young people to pay attention to traditional crafts and inherit Chinese traditional culture. The race boldly combines traditional embroidery crafts with live broadcasts. More young people can feel the charm of traditional Hunan embroidery. The organizer also uses WeChat subscription and Tik Tok to promote the competition, posts the news and excellent works of the race, and attracts the attention of a large number of Hunan embroidery enthusiasts.
Please visit the following site to know more about Hunan Embroidery Competition:
Craftplatforms.org has been produced by the project research team at Queen Mary University of London, UK, and Hunan University, China.
Contact E-mail: firstname.lastname@example.org
Prof. Nick Bryan-Kinns
School of Electronic Engineering and Computer Science
Queen Mary University of London
London E1 4NS
Prof. Hao Tan
School of Design, Hunan University
Yuelu Mountain, Changsha