【新春走基层】非遗“老手艺”遇上“新匠人” ——武强姐弟年画雕刻直播“出圈”记

Core Viewpoint - The revival of traditional Wuqiang woodblock New Year paintings is being driven by the efforts of a family studio, which combines traditional craftsmanship with modern marketing strategies, including live streaming to engage a broader audience [3][7][8]. Group 1: Company Overview - Wuqiang woodblock New Year paintings are recognized as a national intangible cultural heritage and have been an essential part of Northern Chinese New Year celebrations [3]. - The "Yushenghe" studio, founded by Zhang Yugen in the late Qing Dynasty, has been passed down through four generations and is now managed by siblings Han Bing and Han Jiajun, who are both recognized as county-level representatives of this cultural heritage [3][7]. Group 2: Business Strategy - The studio has adapted to modern trends by promoting their work through online platforms and live streaming, which has helped them connect with a wider audience and educate people about the value of Wuqiang woodblock paintings [7][8]. - The siblings have diversified their product offerings, creating items like refrigerator magnets and phone stickers to appeal to younger consumers, while also producing contemporary designs that resonate with modern aesthetics [7][8]. Group 3: Market Performance - The studio has seen significant success, selling over 4,000 pieces of their "Shangguan Xiangcai" painting online last year, and currently has over 20 custom orders pending [8]. - The live streaming sessions have not only increased visibility but also generated orders, indicating a successful blend of traditional art with contemporary marketing techniques [8][9]. Group 4: Community Engagement - The studio has participated in non-heritage experience activities, which have helped raise awareness and appreciation for Wuqiang woodblock paintings among younger generations [8]. - The siblings aim to establish a larger space in their hometown for creation and exhibition, further promoting engagement with the community and visitors interested in experiencing the art form firsthand [9].