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三“+” 探索黔南“非遺”產品發展新模式
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為期一個月的黔南州紡織特色“非遺”高級研修班即將結束,圍繞“紡織非遺”這一主題,浙江理工大學帶領黔南的“非遺”傳承人打開視角,重新審視現代背景下傳統“非遺”的生存與發展。

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研修班參觀小巷三尋

非物質文化遺產是我國優秀傳統文化的重要組成部分,“非遺”的當代實踐,是優秀傳統文化與現實生活相融合,實現創造轉化和創新性發展的過程。黔南的紡織類“非遺”一直處在一個相對封閉的發展狀態,大多以手工作坊的形式存在。“非遺”傳承人有手藝、有技術,但是他們不懂市場,不懂品牌,對文化內涵的挖掘存在困惑。

通過理論學習、實地參觀、交流討論,先進的三“+”模式為黔南的紡織“非遺”傳承人們帶來了全新的“非遺”產品開發理念。

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學員們聽專家講授轉型的品牌設計戰略

一是“非遺”產品+名字。好的名字是一個品牌成功的一半,品牌名字是品牌理念價值、產品或服務、市場定位和消費心理的綜合表現。品牌名稱,不是一個簡單的記號,它能強化定位、參與競爭,而且還以其可能隱含的形象價值使某一品牌獲得持久的市場優勢。提到黔南的“非遺”,想到的是馬尾繡、楓香染這一類的產品名稱,而不是品牌的概念,我們缺乏的正是代表這些產品形象的“品牌名稱”。打造耳熟能詳的品牌,對于黔南紡織“非遺”的宣傳起著極為重要的標桿作用。

二是“非遺”產品+故事。任何一個產品都有起源,這個起源都有時代的烙印,稱為故事,品牌故事就是最好的軟廣告。黔南要從產品自身或是傳承人身上去挖掘故事,并通過故事,去展示“非遺”產品的歷史文化內涵。或是通過傳承人背后的故事,宣傳一種工匠精神,從而為“非遺”產品營造一種神秘感和崇敬感,會引起消費者的購買共鳴。

三是“非遺”產品+互聯網。“互聯網+”風潮正當其時。目前,在很多城市“互聯網+非遺”已在很大程度上進入實際應用階段。通過網站、微信等媒介,開展線上線下信息互動交流已成新趨勢。但是作為黔南少數民族地區,大多數產品的銷售還是靠實體店,產量小知名度也很難打開。隨著信息時代的快速發展,打造“互聯網+非遺”平臺迫在眉睫,通過這個平臺為“非遺”產品營銷、“非遺”文化傳播、“非遺”信息公布等提供支撐尤為重要。(黔南州非遺中心   廖崇虹)


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