Craft Platforms: Case studies 国潮新青年-Hunan embroidery competition
June 16, 2020 2020-11-23 8:43Craft 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
HIGHLIGHTS
- 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.
- 比赛通过抖音号以及微信公众号来推广和宣传湘绣
- 比赛把传统湘绣工艺品与线上直播新销售模式二者结合起来
- 社交媒体是比赛宣传和吸引绣品爱好者的重要渠道之一
- 数字设备如手机可以便捷的被参赛选手运用于现场直播和记录设计灵感
BRIEF INTRODUCTION
Figure 1: The competition scene and competitors make her embroidery works
“国潮新势力·湖湘新秀场”湘绣新媒体直播挑战赛自今年6月以来开办，面向全省选拔招募有创新精神和爱好传统文化的优秀青年大学生。在湘绣传承人的指导下，参赛选手主动参与实践非遗技艺，利用新媒体直播等创新手段，传播湘绣文化和创新产品。湘绣比赛旨在让更多年轻人接触和了解“新国货”湘绣的魅力，投身非遗创新，传承湘绣匠心精神，进一步助推湘绣非遗技艺的创新融合发展。
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’
Digital equipment
为了让传统艺术更好的被推广和传播，湘绣比赛采用了手机现场直播的新颖比赛形式，每位选手将通过东家手机APP直播来向观众展示湘绣文化创意产品。比赛选手带着一大批好看又好玩的湘绣新国货创意产品走进直播间，引来大批粉丝围观和点击购买。直播热度也是成为比赛评审的参考依据之一。
参赛选手前期创作的过程中也会借助手机辅助创作，在参观湘绣博物馆时他们会把一些优秀的湘绣大师作品拍照记录下来，在网络上搜索相关的素材参考，并且创作中会根据手机上的图片参考在纸上绘制图样。
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
在完成湘绣作品创作后，比赛指导老师会在课程上指导选手媒体营销、直播互动等技能，比赛期间，所有参与此次湘绣新青年集训的选手可自行选定一款主打产品，在东家上进行直播营销，并推销自己设计的湘绣产品。每卖出一幅，选手将获得销售额的20%提成奖励。通过选手们的精彩讲解，一件又一件精美的刺绣家居用品在新媒体直播平台上收获大量点赞，引来粉丝的围观和购买。
“首先，成为一名优秀的主播要摸透产品属性，要对绣品进行深入研究，对湘绣基本常识进行深化了解。其次，做线上直播应善于与线上粉丝“打交道”，要在有限的时间里，制造与粉丝的互动感和交流感。最后她还建议各位学员在直播过程中，适当运用一些当代年轻人喜闻乐见的网络用语，使直播更具创意和活力。” 比赛的媒体营销指导老师左秀珍说道。
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
在微信公众号平台上，湘绣研究所也对比赛做了大量的宣传报道，推文内主要报道了整个比赛全部流程，包括比赛预告、比赛进程、比赛作品展等等，每一个比赛的重要节点以及选手的精彩作品都会记录下来放在平台上。传统技艺和新媒体直播结合的比赛形式也引起了很多其他中国知名媒体的关注，比如中国新闻网、凤凰新闻等跟进报道了比赛。社交软件是贯穿整个比赛流程的重要宣传渠道，为比赛活动增加了大量的关注度。
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
湘绣比赛学员参赛过程也会被主办方上传到抖音上，主办方会拍摄参赛的精彩片段和优秀作品，将素材剪辑成短视频并配上优美古风的音乐，最后分享在抖音上。刺绣爱好者可以看到绣品完成的过程，并且也可以深入感受湘绣技艺的魅力，短视频的形式为主办方和比赛吸引了一定数量的粉丝。
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.
湖南省刺绣大赛由湖南省刺绣研究所主办。比赛通知和比赛进展在湖南刺绣研究所的官方网站上发布。同时,湘绣研究所的官方网站上有在线商店，可以直接购买刺绣产品。
The challenges of applying digital platforms in competetion’s craft activities
There are some potential challenges when applying digital platforms in their craft activities:
1.参赛选手很多都是初次接触直播推广，直播营销的相关经验不足，但是他们愿意尝试突破。
“很多学员都是第一次在湘绣官方直播平台挑战直播营销，比赛中的他们积极发挥主观能动性，对产品进行了新的功能定义，为湘绣披上了一层活力的外衣。”负责本次比赛的营销指导老师左秀珍说，直播营销挑战对学员来说是一种自我突破，同时也在一定程度上突破了湘绣艺术“只赏其作”的现状。
2.新媒体运营耗费时间且难以维系，湘绣研究所的公众号更新频率处于月更状态
相比于其他每日更新推送内容的活跃订阅号，湘绣研究所往往一个月推送两到三篇，更新频率相对偏低。
总体来说，湘绣比赛是一次结合传统湘绣非遗文化与新媒体直播技术的成功创新尝试，主办方湘绣研究所也在致力于让湘绣紧跟时代步伐，走向更广泛的市场。在比赛过程中主办方会通过社交媒体渠道和官网网站上同步宣传。前期准备阶段，参赛选手会使用手机拍照记录博物馆内的湘绣大师作品，为创作提供灵感。创作时，选手会用手机上的图片素材作为参照，绘制刺绣图样。最后在直播过程中，选手通过东家电商平台直接推销湘绣产品，与湘绣爱好者亲切互动。
- 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
湘绣研究所和湖南日报合作举办“国潮新势力·湖湘新秀场”湘绣新媒体直播挑战赛。比赛封闭式培训选手20多天，并且培训日程都记录在了抖音和东家直播，最后在东家售卖，全程活动记录分数。最后项目路演也是直播，讲解产品并进行打分。
所有选手创意制作的湘绣成品将在8月的“新秀成果展”中展示，经专家评审团现场评审后，将角逐出冠亚季军各1名、优胜奖5名，总冠军还将现场签约湘绣直播产品销售最优供货价协议。
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.
SUMMARY
“国潮新势力·湖湘新秀场”湘绣新媒体直播挑战赛的举办，是湘绣文化传播方式上又一次新的尝试，比赛鼓励了更多年轻人关注传统手艺，更好地继承和发扬中国传统文化。比赛大胆的将传统刺绣工艺品与在线直播宣传相结合，让更多的年轻人看到传统湘绣的魅力。比赛主办方也利用微信公众号和抖音号来为比赛进行造势宣传，主要推送了赛事新闻以及比赛的优秀作品，吸引了大量湘绣爱好者的关注。
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.
CONTACT
Please visit the following site to know more about Hunan Embroidery Competition:
Website: http://www.hnemb.com/contents/103/909.html
Live streaming: https://m.idongjia.cn/h5-live/type-LIVE/id 47680?rsc=1565407106007&from=groupmessage
Contact Us
Craftplatforms.org has been produced by the project research team at Queen Mary University of London, UK, and Hunan University, China.
Contact E-mail: contact@craftplatforms.org
Prof. Nick Bryan-Kinns
n.bryan-kinns@qmul.ac.uk
School of Electronic Engineering and Computer Science
Queen Mary University of London
London E1 4NS
Prof. Hao Tan
htan@hnu.edu.cn
School of Design, Hunan University
Yuelu Mountain, Changsha
