铸铁锅年销8000万!非遗老手艺如何靠抖音俘获年轻人？

Core Insights - The article highlights the transformation of a traditional iron pot manufacturing business into a successful e-commerce brand, leveraging digital platforms to revive and modernize ancient craftsmanship [1][2][12]. Group 1: Company Background - The Liang family has been involved in iron pot manufacturing for over 100 years, with the current business being established by Liang Baojin and passed down through four generations [2]. - The company faced significant challenges, including debt and market decline, before Liang Xingchun took over and modernized operations [2][3]. Group 2: Business Transformation - In 2016, Liang Xingchun founded Shandong Father and Son Cookware Co., Ltd., focusing on modernizing traditional mud mold casting techniques and utilizing e-commerce platforms like Douyin (TikTok) [2][12]. - The company saw a significant increase in sales, reaching over 100 million yuan through Douyin, with 80% of sales in 2023 coming from this platform [15]. Group 3: E-commerce Strategy - The company initially struggled with e-commerce but adapted its strategy by focusing on content that resonated with female consumers, such as cooking demonstrations and practical usage tips for iron pots [13][15]. - In 2020, a single live-streaming event on Douyin generated 500,000 yuan in sales, showcasing the potential of digital marketing for traditional crafts [13][15]. Group 4: Product Innovation - The company has made product improvements based on customer feedback, such as changing the oil used in the seasoning process to avoid unpleasant odors and developing a more effective rust prevention method [16][17]. - Liang Xingchun emphasizes that customer feedback is crucial for product development, viewing negative reviews as opportunities for improvement [17]. Group 5: Cultural Significance - The company’s products are recognized as part of the intangible cultural heritage of Shandong Province, highlighting the importance of preserving traditional craftsmanship in a modern context [2][19]. - Participation in events like the Chengdu International Intangible Cultural Heritage Festival allows the company to showcase its products and connect with a broader audience [19][20].