Core Viewpoint - The core of intangible cultural heritage (ICH) transmission lies in cultural inheritance, which is its intrinsic value. The focus should be on preserving and promoting cultural connotations rather than merely pursuing economic benefits through commercialization [1][2][4]. Group 1: Current Trends in ICH Transmission - There is a noticeable trend of excessive commercialization in ICH transmission, leading to the reduction of ICH to mere consumer symbols. This trend often overlooks the cultural value behind these traditions [1][3]. - Some regions have turned ICH projects into "internet celebrity check-in points" or "fast-moving consumer products," simplifying traditional skills into assembly line-style handcrafts, which diminishes the understanding of the historical and cultural significance behind these crafts [1][2]. - The focus on consumer-driven transmission can yield short-term economic benefits but ultimately erodes the cultural foundation of ICH, reducing it to hollow commercial gimmicks [1][4]. Group 2: Importance of Cultural Inheritance - Each ICH item carries specific cultural genes of a region or ethnicity, embodying the wisdom and spirit of ancestors. For instance, traditional opera forms like Peking Opera and Kunqu not only represent artistic expressions but also encapsulate traditional Chinese cultural values [2][3]. - Institutions like the Palace Museum are effectively using exhibitions, academic lectures, and documentaries to convey the stories behind ICH projects, enhancing public recognition and pride in traditional culture [2][3]. Group 3: Collaborative Efforts for ICH Transmission - Various organizations should take the lead in supporting ICH protection and transmission through policy support and funding, encouraging academic research and cultural exchange [3][4]. - ICH inheritors need to maintain cultural integrity while innovating transmission methods, utilizing new media platforms to showcase the production processes and cultural meanings of ICH [3][4]. - Society at large should engage in ICH cultural transmission through volunteer services and public awareness campaigns, with educational institutions and businesses playing a role in promoting ICH [3][4].

Core Insights - Douyin E-commerce released a report highlighting the booming sales of intangible cultural heritage (ICH) products, with over 6.5 billion units sold in the past year, driven significantly by live-streaming e-commerce [1][2] Group 1: Sales Performance - Live-streaming e-commerce has played a crucial role in the sales of ICH products, with 63% of sales coming from merchant live broadcasts [2] - More than 10 ICH merchants achieved sales exceeding 10 million yuan through live-streaming, showcasing the effectiveness of this sales model [2] - During the International Intangible Cultural Heritage Festival, Douyin E-commerce facilitated a sales event that generated over 400 million yuan on the first day [2] Group 2: Consumer Preferences - The report indicates a shift towards "active purchasing" behavior among consumers, with a 51% year-on-year increase in sales driven by Douyin's search function [5] - Douyin Mall contributed to a 42% year-on-year growth in sales of ICH products, highlighting the platform's effective product display and shopping experience [5] - The main consumer demographics for ICH products are the "post-90s" and "post-00s," with order shares of 38.9% and 21.3% respectively, indicating a growing recognition and willingness to consume ICH culture among younger generations [9] Group 3: Popular Products and Regions - Popular ICH products include handmade snacks, traditional pastries, and various traditional crafts, with specific regions like Jingdezhen and Foshan emerging as key production areas [6] - Major cities for ICH product purchases include Shanghai, Beijing, Chongqing, Guangzhou, and Chengdu, reflecting regional consumer preferences [6] Group 4: Future Outlook - Douyin E-commerce aims to leverage its platform to further promote and integrate ICH products into modern lifestyles, ensuring the revival of ancient cultural techniques among younger consumers [11]