Since the "Xiangyun yarn dyeing and finishing technique" was selected into the second batch of national intangible cultural heritage, Xiangyun yarn, known as the "soft gold" in the textile industry, has rejuvenated and appeared on the fashion stage frequently, with a different appearance Displayed in front of the world, it becomes a material favored by fashion designers and consumers. And with the "Inheritance in Progress" program broadcast by Beijing Satellite TV, Wang Gang, as the intangible inheritance assistant officer, promoted the "Tang Xian brand" Xiang Yunsha. Its unique creative design is continuously endowing Xiangyunsha with new impetus for its inheritance and development. While receiving high attention from all walks of life, people pay more and more attention to the brand of Xiangyunsha, which also raises this concern to a new height.
To this end, a number of experts and scholars related to the Xiangyun yarn industry are invited to discuss the branding and development of the Xiangyun yarn intangible cultural heritage industry, taking the development of the intangible cultural heritage project "Tang Xian Brand" Xiangyun yarn as a case. development trend.
Xiang Yuzhang, President of the Chinese Culture Promotion Association and former Chief Inspector of the General Administration of Quality Supervision, Inspection and Quarantine: Inheriting the past and ushering in the future, countless Chinese sons and daughters, one generation after another, inherit the excellent traditional Chinese culture and pass on the torch of the Chinese nation. Inheritance of "intangible cultural heritage" culture is bound to achieve creative transformation and innovative development Through creative transformation and innovative development, cultural heritage and cultural resources will be "lived", becoming an integral part of today's socialist modernization drive, and promoting the development of Chinese civilization Progress is also an important work that we will work hard to do in the future. How to realize the creative transformation and innovative development of China's excellent intangible cultural heritage, and how to combine it with real culture and contemporary culture has also become an era issue for the inheritance and development of today's excellent traditional culture.
As a national intangible cultural heritage item, the dyeing and finishing technique of Xiangyun yarn was approved by the former AQSIQ as a geographical indication product protection in 2011. Ouyang Fengting, the eldest disciple of Liang Zhu, the representative inheritor, takes the inheritance of intangible cultural heritage as the primary concept of her clothing design. The fabric brand "Tangxian Xiangyunsha" created by her is sought after by many lovers of Xiangyunsha, and is also popular in China. It has won honors and praises in many other cities. She has been practicing the mission of ingenuity on the road of non-heritage inheritance. While regaining the craftsman spirit in the production process of Xiangyun yarn, she is constantly seeking breakthroughs in design, hoping to let more people realize the value of Xiangyun yarn, and Let it integrate into people's daily life. This is a typical case of the creative transformation and innovative development of the intangible cultural heritage industry.
At the same time, she attaches great importance to the inheritance of the quality of "Tang Xian Xiangyun Sha" and the innovation of the brand. She not only inherits the skills of her master in making Xiangyun Sha, but also vigorously spreads the charm of Xiangyun Sha. It not only inherits the ancient skills, but also presents the modern beauty. , for its better development and continuous efforts.
Chen Shaofeng, deputy director of the Cultural Industry Development Base of the Ministry of Culture and Tourism and professor of Peking University: Xiangyun yarn is a famous dyed fabric unique to southern China, and it is also a rare silk fabric dyed with pure natural dyes in the world's textiles. Xiangyun yarn, represented by "Tangxian Brand", has a complete set of manual processes, dyeing and finishing techniques have material products and is deeply loved by the masses. It can be sold as a commodity both at home and abroad. Therefore, inheriting skills and promoting products through productive protection have naturally become the characteristics of this intangible cultural heritage protection and the highlight of the development of the cultural and tourism industry.
In recent years, the local government of Guangdong has formulated supportive policies to promote the development of the entire chain of xiangyunsha, and has introduced relevant development plans for the cultural and creative industries of xiangyunsha, improving the intangible cultural heritage system, creating an intangible cultural heritage development system, and building an all-round intangible cultural heritage marketing and promotion system to comprehensively promote the protection of intangible cultural heritage of xiangyunsha and the high-quality development of xiangyunsha cultural industry. It also clearly proposed to create a city name card of "Hometown of Yunsha" and formulate a trinity development strategy of "technology, culture, and tourism".
However, Tangxian Xiangyun yarn combines the fundamental characteristics of existing policies with a high degree of integration with modernity and great potential for industrialization, and fully promotes its protection, inheritance and integration with modern life, modern technology, modern products and modern aesthetics. Development, let traditional crafts shine in the new era. By holding or participating in the Xiangyunsha Fashion Design Competition and Xiangyunsha Cultural and Creative Design Competition, fully participating in the recording of the intangible cultural heritage program "Inheritance in Progress" of Beijing TV Station and the "Going Out" exhibition activities of local cultural departments, creating Tangxian brand Xiangyun Original literary and artistic works on the theme of yarn, etc., all-round and three-dimensional publicity, promotion and dissemination show Xiangyun yarn finishing skills, and activate the innovative agglomeration effect of Xiangyun yarn. Through the perfect combination of ancient skills and modern clothing, it will display the century-old Xiangyun yarn clothing, and help the inheritance of intangible cultural heritage and the development of the cultural tourism industry.
Liu Honghai, Secretary-General of the China Science Center of the Eurasian Academy of Sciences: Intangible cultural heritage is neither an old object for self-admiration, nor a gorgeous and empty old signboard, but a "living fossil" with vitality. She condenses and conveys the history of a nation and region Memory, shared emotion, experiential wisdom. The inheritance and development of intangible cultural heritage needs to be full of the atmosphere of the times and innovative vitality, so that it can come out of history and come alive in real life, so that it can truly integrate into the lives of the people. For example, Xiangyun yarn, which is called "soft gold" by the textile industry, is made of silk fabric dyed with pure vegetable dyes, which is the crystallization of wisdom left by the ancestors for generations.
"Tangxian Xiangyun Yarn" is a specialty of Shunde, Guangdong, and it has a national geographical indication product of China. Because of its unique production process, small quantity and long production time, it has the characteristics of cool and pleasant, light and soft, quick-drying when exposed to water, not easy to wrinkle, rich in body, degerming, deworming, and has health care effects on the skin. It is deeply loved by the market. Needs and likes. It can be seen that the protection and inheritance of the dyeing and finishing skills of Xiangyun yarn focuses on integrating into modern life and showing contemporary value, so that more intangible cultural heritage brand Xiangyun yarn can be seen in people and things in the new era, and ancient skills can be seen in modern life. The wonderful appearance injected new impetus into economic and social development.
With a century of ups and downs, Shunde, which is known as the "Silk Capital of Southern China", still completely preserves the dyeing and finishing skills of Xiangyun yarn. In the long river of time, it has been washed away, and it has become more simple and elegant, soaked in the charm of time. "Tang Xianxiang Yunsha" is not only a cultural heritage, but also a fine tradition of the nation and a historical memory of culture. Let the intangible cultural heritage "see people and things to see life" in order to better promote economic and social development and continuously benefit the well-being of the people.
Wang Shousong, Director-General of the EU Cultural Agency, said that intangible cultural heritage condenses and conveys the historical memory, common emotions, and experience and wisdom of a nation and region. means and ways. For example, Xiangyun yarn has a history of more than 1,000 years. It is an ancient handmade plant-dyed fabric in China, and it is also a national intangible cultural heritage. Pay tribute to those inheritors and guardians of intangible cultural heritage incense and cloud gauze like Ouyang Fengting. The precipitation and accumulation brought about by thousands of years have given Xiang Yunsha a unique soul.
In Chinese history, Xiangyun Sha was once considered as a precious decoration of the royal court. From the Southern and Northern Dynasties to the Song, Yuan, Ming and Qing Dynasties, the craftsmanship of Xiangyun yarn continued to develop, becoming a decorative art suitable for both the court and the folk. The craftsmanship of modern xiangyun yarn has been highly exquisite, and it is not only widely used in clothing, home furnishing, gifts and other fields, but also becomes one of the important representatives of Chinese culture. According to the latest discovery, "Tang Xianxiang Yunsha" not only has clothing and decoration, but also has profound cultural connotations. It inherits the excellent handicraft tradition of China, and shows the essence of history, culture, art and other aspects of Chinese traditional culture through embroidery patterns and fonts.
At the same time, Tangxianxiangyunsha is also an important intangible cultural heritage in Chinese culture, representing the outstanding achievements of traditional Chinese craftsmanship, and has an important role and significance in promoting China's "textile" culture and innovating the development of the silk industry; Tangxianxiangyunsha has traditional The concept of "purity and elegance" in clothing culture represents that Chinese clothing culture is also extensive and profound, and it is a precious cultural heritage worth digging, which belongs to China and the world.
"One piece of buttercup and one fragrant cloud, one piece of cloth with one fragrance, cleansing the lead, and not applying powder or daisy", harmony without difference, humility and respect, exchanges and mutual learning, are the true portrayal of the development road of "Tang Xian Xiangyun Sha". Use a piece of yarn, a piece of cloth and a piece of clothing to tell a good Chinese story, so that the flower of traditional intangible cultural heritage will never fail. Her unique personality is full of cultural confidence and cultural charm, and the international brand of Chinese intangible cultural heritage will surely stand firm.
Jiang Anxiang, dean of the Traditional Culture Research Institute of the China Cloud Computing Center of the Eurasian Academy of Sciences, said that with a century of ups and downs, Shunde, known as the "Silk Capital of Southern China", still completely preserves the dyeing and finishing skills of Xiangyun yarn. It is full of lead, more simple and elegant, imbued with the charm of time.
A few days ago, in the "Inheritance in Progress" program jointly recorded and broadcast by the Research Institute and Beijing Satellite TV, Wang Gang, as the intangible cultural heritage inheritance assistant officer, promoted Xiangyunsha; It looks very noble and elegant. The perfect combination of the ancient skills of Xiang Yunsha and modern clothing is so vivid and beautiful! These classic works are the column group's high recognition of Ouyang Fengting, the representative inheritor of intangible cultural heritage, and her creation of Tang Xianxiang Yunsha.
As a major disciple of Liang Zhu, the representative inheritor of the dyeing and finishing technique of Xiangyun yarn, a national intangible cultural heritage project, Ouyang Fengting provides professional guidance through her master, innovates paths, and creates brands. Excavate and lay out around the intellectual property protection of Tang Xianxiang Yunsha, and establish the development path of "intangible cultural heritage + intellectual property" protection. Through the industry standards, product standards, and process standards for the standardized production of xiangyun yarn, the standardization level of the xiangyun yarn industry will be further improved, and the national and international standards for xiangyun yarn fabrics will be further studied and formulated. At the same time, the triple protection network of "National Intangible Cultural Heritage + National Geographical Indication + Independent Brand Trademark" is applied to resist infringements in non-origin countries. Through measures such as Tangxian Xiangyun Yarn's brand business becoming more and more abundant, the construction of the industrial chain becoming more and more perfect, further improving the policy system, protecting the ecological space, strengthening team building, and expanding publicity and promotion, it will help Tangxian Xiangyun Yarn to develop in standardization, branding, and internationalization.
From ancient times to the present, the inheritance of intangible cultural heritage is the best historical verification and the best traditional cultural inheritance. When we make these non-heritage cultures that shine in the depths of the years the nourishment of modern life, we will surely be able to cultivate a deeper cultural confidence in the rediscovery of the beauty of quality, craftsmanship, and ingenuity. On the new journey of the development of the intangible cultural heritage cultural industry of Xiangyun yarn, we must strengthen our historical consciousness and strengthen our cultural self-confidence, use the development case of Tang Xian brand Xiangyun yarn to tell the story of China's intangible cultural heritage in the new era, and promote the better development of Chinese culture world.
Ouyang Fengting, the intangible heritage inheritor of Xiangyunsha and the founder of Tangxian brand, said that the production base of Tangxian Xiangyunsha fabric brand is located in Lunjiao, Shunde, Foshan, where Xiangyunsha originated. The company mainly focuses on research and development and production of Xiangyunsha fabrics. , all products are protected by Xiangyunsha National Geographical Indication Products and supervised by Liang Zhu, the representative inheritor of national intangible cultural heritage. Tangxian Xiangyunsha has always adhered to the principle of quality first, and is committed to providing consumers with Xiangyunsha clothing that combines traditional culture and modern innovation. For this reason, our products are also reflected in the use of materials, design first, advanced production technology and excellence. of the four spirits. We are devoted to producing Tangxian series products such as tortoise pattern voile, heavy satin voile, elastic satin voile, smooth wrinkle voile, silk spun voile, interwoven voile, pearl satin voile, etc.
Tang Xianxiang cloud gauze is very cool and soft, has good light and washing fastness, strong waterproof, easy to wash and dry, deep color and dirt resistance, does not stick to the skin, light and thin, not easy to wrinkle, soft and full of body, durable, suitable for It has many advantages such as wearing in hot summer, and is very popular among consumers. It has been exported to Europe, America, India, Southeast Asia and other places.
As an intangible cultural heritage item, Tang Xian brand Xiangyun yarn has rejuvenated over the years, and has frequently appeared on the fashion stage, showing it to the world with a different look, and becoming a material favored by fashion designers and consumers. Creative design is continuously endowing Xiangyun yarn with new momentum for its inheritance and development. And "Tang Xianxiang Yunsha" has become the main attack point in the next step from the "two-pronged approach" of quality and brand. As a clothing fabric, it really needs to be market-oriented. However, we cannot blindly cater to the market and lose the original ecological quality shaped by traditional techniques. Therefore, it is necessary to push the highest quality and best quality xiangyun yarn to the market as much as possible, to get rid of the original source, and let people know and get in touch with the high-quality xiangyun yarn.
Inheritance work is not the work of a day, nor is it the work of one person. Ouyang Fengting revealed confidently that the Xiangyunsha Theme Academy is currently under preparation, and she wants to break through the current traditional form of accepting apprentices and gather more people who are interested in Xiangyunsha and are willing to devote themselves to the cause of inheritance through training courses The new force in China will showcase the century-old Xiangyunsha costumes and help the inheritance of intangible cultural heritage. By inheriting the ancient skills, more people can vividly reflect the beauty of oriental costumes under the dress of Tang Xian brand Xiangyun yarn. (Liu Weibing, Wang Xiangming)