Teaching Course: Creative Empowerment-Commercial IP Operation Course of Wenchuang College of Shanghai Jiaotong University "Oriental Life Aesthetics-Dong Jiazhang" Instructor: Zhu Jianshan, partner of Yuyuan Garden, founder and chairman of Dong Jiaapp, pioneer of the integration of Internet and traditional handicrafts. In-depth and good text: 4,300 words, 8 minutes reading * This article is compiled according to Zhu Jianshan's teaching content, and does not represent the position of the college and tutor, and is for reference only. Dongjia platform and craftsmen build a symbiosis, and through commercialization, the culture will be passed on in a benign way, so that good works will be valuable and ingenuity will be adhered to. -Zhu Jianshan (photo of Zhu Jianshan's lecture) In the last class, Meng, a global partner of Fosun, a senior assistant to the president of Yuyuan Co., Ltd. and a co-chairman of Dongjia Cultural and Creative Industry Group, brought us a wonderful speech on "Reflections on the Integration of Oriental Aesthetics into Modern Life", which benefited the students a lot. On this basis, Zhu Jianshan, founder and chairman of Dongjia APP, will present the exploration process of Dongjia Oriental Life Aesthetics to students from the perspective of digital operation. (Course photo) 0 1 Introduction: Who is the owner? 1. Introduction to Dongjia Dongjia Dongjia is the largest craftsman e-commerce company in China, the most extensive oriental life aesthetic platform, and the first Internet industry demonstration site of China Technology Development Research Center. (Dongjia Brand Culture and Mission, Distance Courseware) (Dongjia Brand Culture and Mission, Distance Courseware) 2. Dongjia APP: Oriental Life Aesthetics Eco-E-commerce 20 15. Dongjia APP was born in Hangzhou, and its products cover seven categories, including tea, tea set, jewelry, Wan Wen, home, food and clothing, with an average customer price exceeding 3,000 yuan. Platform users have high stickiness, high loyalty and high spending power. By August, 2022, the number of masters and craftsmen who have settled on the platform has reached 1 0,000+,and those with the same culture have 1 0,000+5,000,000+. 3. Owner's business: the business layout of the owner with one body and two wings presents the characteristics of "one body and two wings". One- Dongjia APP, to create an ecosystem of craftsmen's platforms and bring together millions of cultural lovers. Two wings-independent brands, linking consumer industry clusters and selecting oriental life aesthetics; Offline space, build a multi-form cultural consumption scene, and integrate oriental life aesthetics into family life. At present, the craftsman industry is facing the decline of traditional handicrafts, which is characterized by serious homogenization, narrow sales channels, poor marketing awareness, insufficient publicity and exposure, and lack of innovative models. In the past, people's impression of ingenuity was often related to singleness, rigidity and a sense of distance. However, the real ingenuity is diverse and three-dimensional, which is closely related to our lives. In this context, Dongjia actively explores the digital operation mode of handicrafts in the Internet era, inheriting culture and guarding ingenuity. 2. It is the vision of the owner to guard the craftsman to explore the possibility of ingenuity with his feet, to make the "abstract" ingenuity glow with new vitality in the Internet era, and to integrate the aesthetics of oriental life into contemporary family life. Under the guidance of this vision, the Dongjia platform and craftsmen will build a symbiosis, and through commercialization, the culture will develop healthily, and good works will be valuable and ingenious. -Representative Case _ Inheriting Intangible Cultural Heritage Representative: Ye, as a representative inheritor of intangible cultural heritage, has been trying to inject more connotation into inkstone. Now, through his master's platform, he explains the story of the keeper and the culture of inkstone one by one. (Ye, Tuyuan Courseware) The representative figure of the promotion process: Iron Man met his own owner while struggling to promote Chaozhou pot, and tried to launch the first crowdfunding product, setting a record for the owner's highest crowdfunding amount and the fastest selling time at that time. (Iron Man, Eupolyphaga Courseware) Innovative interactive representative: Rui Shuai has actively participated in new games such as auction since he moved to the owner on 20 17, and successfully raised the unit price of products in the store to 648 10 yuan, which truly realized the common progress of spreading culture and selling beautiful things. (Rui Shuai, Tuyuan Courseware) Representative of supporting new craftsmen: Rulu founded the brand "Wan Yu" in order to present the contemporary aesthetic value of ceramic utensils. As an emerging brand, with the help of its owners, it quickly attracted a group of people who could appreciate and were willing to buy. (Rulu, Tuyuan Courseware) In addition, Dongjia APP also visited more than100000 craftsmen in depth. After the strict screening and review of the entry criteria, more than 10000 artists have gathered, gained strong supply chain resources and rich craftsman resources, and formed an ecological circle of "industry+internet" in cultural life. (source courseware) 3. Industrial Belt Empowers China Cultural and Creative Industry Gathering Place Data Resource Database Establishment: Go deep into various domestic industrial gathering places, graft industrial resources to more traffic resource entrances, and realize integration and transformation. Going deep into more than ten industrial zones, city managers have settled in: Jingdezhen Porcelain, Yixing Zisha Pot, Suzhou Hetian Jade Furniture Wan Wen, Longquan Celadon Sword, Minbei Tea Bamboo Slips, Fuzhou Shoushan Stone Lacquer Xianyou Redwood, Sihui Pingzhou Jieyang Jade, Yunnan Tea Purple Pottery, Yunnan Ruili Jade, Hangzhou Seal Carving Wan Wen, Huizhou Four Treasures of the Study, Henan Ru Ci Jun Porcelain, etc. 4. Craftsman Empowerment (source courseware) 03 Product E-commerce/kloc. Non-standard cultural e-commerce boss APP adopts the flexible supply chain collaborative platform management technology of non-standard goods to provide rich and reliable trading scenarios for the unique user groups of standard network. (Dongjia APP Home Interface) 2. Creative gameplay has created many operational gameplay, such as kiln gambling, micro-crowdfunding, live auction, ghost market and so on. It is the most authoritative and culturally advanced cultural life platform in the industry. Craftsman Case of Kiln Gambling Column: Dong Jia first created the game of "Kiln Gambling" and brought the whole kiln into Jiu Shao Studio. Three days after the launch, all 600 pieces of firewood burning works were sold out, with a total sales of 654.38+0.7 million. Netease simultaneously broadcast the whole process of kiln burning for eight days and eight nights, with a cumulative audience of more than 3 million, which has created great influence in the field of niche firewood burning. Pit opening festival: kiln color is full, kiln color is full; Through information technology and internet platform, hundreds of kiln mouths can be broadcast live at the same time, and millions of users can watch the live broadcast and feel the charm of kiln burning. (Tuyuan Courseware) (Tuyuan Courseware) Crowdfunding column gameplay: The craftsman initiates the design and implementation plan of crowdfunding works, sets a certain amount or quantity of crowdfunding, and the user pays in advance to support the craftsman to create crowdfunding to achieve the goal, and the craftsman customizes the works to give back to the user. Craftsman's case: the shopkeeper jointly launched the crowdfunding list of the old banzhang Gushutou Spring Tea, and raised 1, 402,909 yuan. The core service tenet of the heart selection column is "choose with heart, choose with heart". Through the personal inspection of the appreciation officer, regular sampling inspection, worry-free return, etc. You can choose good things for users, which is recommended by the official. (Image source courseware) Auction column At present, the auction column of Dongjia platform includes 0 yuan auction, live auction, special auction and auction house. (Tuyuan Courseware)-Core transaction line: "Dong Jia Auction"-In September, 2020, Dong Jia obtained the cultural relics auction license issued by Zhejiang Provincial Bureau of Cultural Relics, and Dong Jia established his own auction "Dong Jia Auction House", which pioneered the live auction of cultural works of art and became the forerunner of online auction of works of art. Committed to building an "art, light collection" online auction platform, selecting antique works of art/artists for auction, and becoming a leader in the domestic online art auction industry. (Photo source courseware) Dong Jiachun/Autumn Auction Dong Jiachun/Autumn Auction gathers the works of top domestic famous auction houses, platform masters and popular craftsmen, covering millions of lots, from jade, ceramics and purple sand to Wan Wen and bamboo horns, so as to meet the different preferences of consumers to the maximum extent. Dongjia Spring and Autumn Shooting has occupied nearly 70% of the field of heavy equipment shooting since it was launched, and the GMV of spring and autumn shooting in 2002 1 year exceeded1billion. (Tuyuan Courseware) The owner's launch is a joint live broadcast of new products online and offline by masters, famous craftsmen, stars and artists, and the full link announcement is made in combination with the owner's strategic planning, so as to establish an authoritative launch channel for craftsmen in China. Since the beginning of 2022, more than 40 performances have been organized, including masters such as Tong, manager of Xiling Printing Society, and traffic stars, and jointly launched with Hangzhou Grand Theatre. (Source Courseware) Dong Jiajiachuan Festival During the Dong Jiajiachuan Festival, there were nearly 500 live webcasts, and millions of heirlooms started at no reserve price. Auctions include jewelry, jade, tea sets, Wan Wen's home and works of art from some auction houses. (Source Courseware) 04 Digitization of users In the operation of e-commerce platform, shopkeepers complete the digital management of users by dividing membership levels, managing user labels and providing cultural secretaries, so as to provide more personalized services. 1. The club has five membership levels, of which V3-V5 belong to VIP level and enjoy the service of cultural secretary. (source courseware) (source courseware) 2. The owner of user tags has 5 tag groups, 33 tag types and 128 user tags. Make user information more specific. (Image source courseware) 3. Cultural Secretary Dongjia Cultural Secretary is a service team composed of talents from different cultural fields. The team serves the high-level customers of Dongjia APP, which is the window for the output of Dongjia brand culture. Provide high-quality cultural exchange and service quality assurance, create a unique cultural atmosphere in Dongjia community, help users realize their ideal selves, maintain the emotional bond between owners and users, and complete users' cultural identity with Dongjia. Play an important role in internal cooperation and foreign exchanges. (Photo source courseware) 05 New retailers of cultural products create a new retail model of cultural products by building offline space, holding offline activities, product co-creation, ecological cooperation, and opening up online and offline. 1. Offline Space-Dong Jia Living Room-(No.40, Guozijian Street, Dongcheng District, Beijing) In the off-line space of Dong Jia Guest Room in Beijing, Dong Jia held the "Dong Jia Dialogue Masters Series", and invited guests included Kyle (a famous fashion designer), Gan (a top lacquer artist), (a famous architect), (a famous cartoonist) and. -Owner's invitation-(Zhangjiakou Bunker 2 1 Cultural and Creative Community in Tianjin Yujiapu Free Trade Zone) In the owner's living room in Tianjin, the owner held an "invitation of thousands of craftsmen" activity. Cooperate with Tianjin government to organize famous craftsmen to hold offline activities in the store once a month, including lectures, sharing, salons and interactive experiences. Through registration, craftsman fans and interested users can go to the store to participate in activities and communicate face to face with the craftsman master; The event is broadcast live online synchronously, and the owner user can log in online to interact with the craftsman. According to the itinerary, shoot and edit special videos of craftsmen and broadcast them on TV stations and other channels around the country. (Eupolyphaga Courseware)-Dongjia Teahouse-(Wuhan International Fashion Center) 2. Offline activities-the highest-level industry event of China Craftsmen's Congress, with the inscription of Li Ruihuan, former chairman of The Politburo Standing Committee (PSC) and Chinese People's Political Consultative Conference; China People's Association, China Federation of Literary and Art Circles and China Arts and Crafts Development Research Center jointly held a global Chinese heavyweight cultural feast, which was co-sponsored by Fangcheng Municipal Government. It has been held for four consecutive years, with thousands of craftsmen's coffees, and the district government administrative departments of dozens of industrial clusters have actively organized local craftsmen to participate. (Image source courseware) From August, 2022 19 to 24, the 4th China Craftsman Conference was held in Chengdu. The meeting brought together elite scholars from all walks of life, including Wang Yamin, former executive vice president of the Palace Museum, Zhou Lingfei, president and secretary general of Lu Xun Cultural Foundation, Cai Zhenchu, tea culture master, and Meng Yan, chairman of Sichuan Folk Writers Association. In addition, many famous artists will be present to help out, such as recitation artist Chen Duo, Chinese music master Fang Jinlong, performance artist Cang Jinsheng and famous host Ren Zhihong. In addition to the China Craftsmen's Congress, Dongjia also participated in the Hangzhou Cultural Fair, jointly held the "China Hanfu Day" with the Central Committee of the Communist Youth League, and held the Dongjia Fair. 3. Product Co-creation-Five pieces of cultural relics of China National Museum selected by Dong Jia X Leng Souling IP are deeply combined with Leng Souling products. With the theme of "Guo Bo inherits China's 5,000-year civilization, Leng Suanling cares about China's population cavity health", and combining the concepts of history, culture, art, philosophy, myth and function, five special editions of toothpaste in Leng Suanling X Pavilion are created. On the day of 20 19 pairs 1 1, the Guo Bo gift box of Lengsuanling was launched for the first time, with daily sales exceeding 30,000 sets, exceeding120,000 pieces, totaling about 2 million yuan. By the end of 2019165438+125 October, the static sales volume of Leng Suanling Tmall flagship store had exceeded 10000 sets, totaling more than 40,000 pieces. 1October 28th, 10, the products of Lengsuanling Guo Bo officially settled in Watsons, and were fully rolled out in 500 stores nationwide. (source courseware) 4. Ecological Cooperation Wuhan BFC Antique Exhibition In 2020, Dongjia held a special exhibition of ancient artworks in LANVIN Theme Exhibition Hall on the third floor of Wuhan BFC. Most of them are artifacts of the Song Dynasty, and the handicraft industry is highly prosperous, mainly composed of gold, ceramics, agate and wood, which fully demonstrates the aesthetics of the Song Dynasty and the oriental skills. Tens of millions of exhibits: The total value of antiques on display exceeds 654.38+0.5 million yuan, including the earliest gold wares, ancient porcelain, miscellaneous ornaments and jade carvings in the Han Dynasty. Main visual research wall: extract keywords from all exhibits. (Tuyuan Courseware) (Tuyuan Courseware) The organizer of "What" Jewelry Exhibition and 13 top independent jewelry designers from China held a theme exhibition in Shanghai Yuyuan Maritime Pear Garden, aiming at promoting a wave, regaining the temperature and concentration of manual work, poetic culture and connotation; Let design return to China and aesthetics return to the East. (source courseware) 5. Online and offline access to the club and Hua Bao Lou in Yuyuan Garden, the club is responsible for the four ports of member operation, content production, product sales and platform activities, and Hua Bao Lou is an important place for offline space, exhibition planning, product release and senior guest activities. In order to achieve online and offline access. (Figure Source Courseware) 06 Summary Through the wonderful explanation of Dongjia brand operation case, Zhu Jianshan summed up the digital operation mode of craftsmen making products, product e-commerce and user data online. At the same time, he said that product co-creation, ecological cooperation, opening up online activities and offline space are ways for new retail of cultural products to learn from. Finally, Zhu Jianshan mentioned the vision of Dongjia platform: to build symbiosis with craftsmen, to make culture pass on in a benign way through commercialization, to make good works valuable and to make ingenuity last forever. * This article is based on Zhu Jianshan's lecture and does not represent the position of the college and the lecturers. It is for reference only.