Core Insights - The article highlights the significant role of Douyin (TikTok) in promoting traditional handicrafts and cultural heritage products, particularly through the success of brands like "Dianyun" and "faytobe" during the Douyin Intangible Cultural Heritage Carnival [1][5][10] Group 1: Sales and Market Impact - "Dianyun" has sold 51,000 pairs of its signature embroidered shoes on Douyin, with the platform contributing over 70% of its sales [1] - The average daily viewership of "Dianyun's" Douyin store exceeds 300,000, showcasing the platform's effectiveness in reaching a large audience [5] - The annual sales volume of intangible cultural heritage products on Douyin exceeds 6.5 billion units, indicating a growing market for these items [10] Group 2: Brand Development and Innovation - "Dianyun" integrates traditional craftsmanship with modern materials, using a four-layer cotton and linen insole and lightweight polyurethane outsole to enhance comfort and breathability [3][7] - "faytobe" focuses on modernizing traditional designs, incorporating elements from the Yi ethnic culture into contemporary footwear, thus appealing to younger consumers [4][9] - Both brands emphasize the importance of storytelling and cultural transmission through their products, with "faytobe" aiming to create shoes that accompany users through significant life moments [4][9] Group 3: Cultural Preservation and Modernization - "Dianyun" is committed to exploring modern expressions of intangible cultural heritage, blending various embroidery techniques to create unique designs while addressing production scalability [7] - "faytobe" engages in field research to ensure authenticity in its designs, reflecting a deep respect for the cultural roots of the crafts it represents [8] - The brands' participation in the Douyin Intangible Cultural Heritage Carnival is seen as a milestone in their development, providing a platform for cultural exchange and brand storytelling [5][10]