Beijing
Since the beginning of this year, more than 10 topics such as "The supply of horse-faced skirts in Caoxian exceeds the demand", "College students return to Caoxian to sell Hanfu" and "Caoxian Hanfu goes global" have appeared on social media. It is on the hot search list of news portals and has been circulated hundreds of millions of times. With the rapid increase in the market share of Hanfu, Caoxian County, Shandong Province has not only become the center of the "Hanfu Universe", the local area has also used Hanfu to "break the circle" to drive the "expansion" of the economy, build a development pattern of "promoting industry with culture, and promoting culture with industry", and explore out A "Cao County Path" for high-quality development of county economy.
Cultural confidence drives the sales of Hanfu in Caoxian County
The off-season is not slow, and production and sales are booming. This is the reporter's feeling when visiting Hanfu merchants in Caoxian County. In a newly built factory in Huozhuang Village, Ancailou Town, Cao County, four jacquard machines are running. An Peng, general manager of Shandong Huaqianyuexia Textile Co., Ltd., said that he was so busy during this period that he did not sleep before 1 a.m.
The horse-faced skirt was a hit at the beginning of this year. Due to the huge number of orders, the fabric for the horse-faced skirt was in short supply. “Customers have always come to deliver orders.” In April this year, Anpeng purchased 6 jacquard machines and plans to install 22 jacquard machines in the next three years. He told reporters: "Now the machines are running 24 hours a day and the workers are working in two shifts. We are arranging to stock up in advance."
Staff from Caoxian County, Shandong Province introduced the production process of horse-faced skirts to Korean people at the "Hospitable Shandong, Good Shandong" 2024 Korean promotion event. Photo by reporter Yao Qilin
Consumers know best whether a product is good or not. In the Caoxian Hanfu exhibition hall, you can often see some new models without labels. "This is one of this summer's new products. Once it was launched, demand exceeded supply, and we haven't had time to name it yet." Li Zilei, the person in charge of Youai's joint entrepreneurship base, said that this long skirt is made of imitation acetic acid fabric. Compared with traditional horse-faced skirts, there is no It is pleated, thinner and has a stronger drape, making it suitable for daily wear by female consumers of all ages.
When walking into Daji Town, Cao County, there are few vacant houses on both sides of the road. Shops selling fabrics, clothing pattern making, tailoring and sewing, digital printing, express logistics, etc. are densely packed and stretch for several kilometers. Thanks to more than 10 years of development of the performance clothing industry, Cao County takes families as a unit,A sophisticated and complete market division of labor has been formed.
"Cao County has a permanent population of more than 1.35 million and is one of the most populous counties in Shandong. It was once the largest county in Shandong's labor export. More than ten years ago, villagers tried to produce special clothing such as studio clothes and performance clothes. , Running around to promote, although there are certain sales, but the market share is limited, until the door of e-commerce was inadvertently opened, the clothing industry took wings," said Sun Xueping, secretary of the Party branch of Sunzhuang Village, Daji Town.
Driven by market conditions, Caoxian County, which is famous for the production and sales of performance costumes, has fully shifted to the production of Hanfu. Hu Chunqing, head of Cao County Chenfei Clothing Co., Ltd. and president of Cao County Hanfu Association, said that within a 5-kilometer radius of Daji Town, Ancailou Town and surrounding towns in Cao County, everything from pattern making, fabrics, tailoring, to printing, sewing, and ready-made garments are gathered. All packages.
Industrial clusters in towns and villages give Cao County Hanfu its advantages of low cost and fast delivery. "This asset-light entrepreneurial model can be started by anyone as long as they dare to think and do it." Yan Deyin, one of the first practitioners of Hanfu in Ancailou Town, said that more than 10 people in his team have opened independent stores and started businesses, "quite a lot." Yu has trained more than a dozen bosses."
On the walls of rural areas, slogans such as "It is better to go home and shop for treasures when traveling around" and "Open an online store to sell to the world, and make e-commerce clothing rich." It has changed the past of "not being attached to one's hometown, but going out to work to make a lot of money" and "one person going out to work, and the whole family getting rid of poverty and becoming rich". Under the influence of e-commerce, Caoxian County has undergone turning changes. It has not only established a complete industrial chain of clothing processing, but also quickly occupied the domestic market. According to statistics, in the first half of the year, Caoxian Hanfu's online sales were 4.06 billion yuan, an increase of 18%, and its market share accounted for more than 50% of the country's total.
In the past, Hanfu was a niche product, and many of them cost more than a thousand yuan. Nowadays, a set of Hanfu in Caoxian County ranges from 100 yuan to 300 yuan, which solves the problem of students and young people "cannot afford" Hanfu.
Cultural confidence, clothing first. Li Jie, executive member of the Academic Committee of the China Fashion Designers Association and dean of the Fashion School of Shandong University of Arts and Crafts, believes that the reason behind the popularity of Hanfu in Caoxian County is that new Chinese-style clothing, including Hanfu, is on the rise and Chinese traditional clothing is modernizing. After their material life is gradually satisfied, people's spiritual needs for national culture and national self-confidence continue to rise.
"Promoting industry through literature" has become a trend
Cao County is known as "the founding place of Shangtang and the first capital of China". The Yuansheng Temple Tomb commemorating Yi Yin, who "counterattacked" from a slave cook to become a famous prime minister in the Shang Dynasty, is located in Daji Town in the south of the county; the "Shang Ancestor" Fan Li once did business in Dingtao in the north of Cao County for many years, and was buried in this. In Cao County, which has a long history and profound cultural heritage, traditional culture-related industrial clusters led by the Hanfu industry have developed rapidly.
“We focus on inheriting articles and realizing the transformation of ‘fingertip skills’ to ‘fingertip economy’.” Wang Qian, member of the Standing Committee of Caoxian County Party Committee and Minister of Propaganda, said that Caoxian County is rich in traditional handicraft resources and has national-level 3 items of intangible cultural heritage, provincial andThere are 53 municipal-level intangible cultural heritage items. These old intangible cultural heritage skills have bloomed new charm in the new era and become a new carrier for the people to increase their income and become rich.
The Caoxian Jiangmi people, a national intangible cultural heritage project, is a hand-sculpting art using flour, glutinous rice flour, etc. as the main raw materials, and has expanded from a single animal shape to figures, flowers, birds, insects, Fish and other shapes. In the past, the business of Jiangmi people in Cao County was very good. The local saying goes, "One shoulder pole and two ropes can travel to the end of the world without poverty" to describe the booming business.
On September 26, 2023, at the "Shandong Handmade" boutique exhibition area of the 9th Nishan World Civilization Forum, participants introduced the national intangible cultural heritage Caozhou Noodles works. Photo by reporter Guo Xulei
The development of a skill cannot be separated from inheritance, let alone innovation. "At first, the Jiangmi people in Cao County only had the basic style of 'stick lifting', using only a bamboo stick as the base, which was convenient for craftsmen to sell in the streets, but it was not suitable for the current market." The fifth generation of Jiangmi people in Cao County Yang Jihua said, "We combined sculpture skills with Jiangmi production, integrating tools such as knives, scissors, and combs into the production, and also explored various shaping methods such as kneading, kneading, cutting, picking, pressing, gluing, and pasting. Several shaping methods. A team of famous inheritors formed a team to continuously innovate technology and developed the case-based Jiangmi Ren, which became an instant hit in the art market. With the help of the government, we also successively broke through bottlenecks such as difficulty in production, preservation, and transportation, and established a studio. , establish processing plants, open online stores, and appear in international exhibitions, driving more people to inherit their skills and expand employment. "Today, Caoxian Noodlers generate an annual income of 4 million yuan, and four of their works are collected by UNESCO.
Shandong Caoxian Yunlong Woodcarving Craft Co., Ltd., located in Sunlaojia Town, Caoxian County, is a national intangible inheritance unit of Caoxian woodcarving. In the exhibition hall of the "Rumu Sanfen Innovation Center", craftsmen hand-carved Buddha statues, wood-carved screens and various furniture carving and decorative components in a dazzling array. Over the past 20 years, Caoxian woodcarving skills have "broadened". Cai Xiufang, chairman of Yunlong Woodcarving Company and national intangible inheritor of Caoxian woodcarving, has brought out more than 300 craftsmen. Caoxian woodcarving has developed from a craft inherited from family to Heze's iconic cultural symbol and one of the county's pillar industries.
In Caoxian County, known as the "City of Wood Art in China", the structure of the forestry processing industry continues to expand.Optimized, a development pattern of “one park, two cores, and multiple districts” has been formed, with the annual output value exceeding 100 billion yuan. According to the relevant person in charge of the Cao County Industry and Information Technology Bureau, "One Park" is the Cao County Home Furnishing Industry Demonstration Park; "Two Cores" include the board and furniture core area in the western part of the city, mainly Zhuangzhai Town, and the Pulian Market Town and Qinghe Street. The core area of wooden handicrafts in the northern part of the city; "multiple areas" refers to Qingquji miscellaneous wood processing area, Guyingji Qitiao processing area, Shaozhuang bent wood processing area and Niji handicraft Taobao gathering area, etc.
According to reports, in recent years, the local party committee and government have guided Caoxian woodcarving and straw and willow weaving to adapt to global market demand, strengthen creative development, deploy cross-border e-commerce, and actively create popular products. At present, Caoxian County is the only cross-border e-commerce industry belt for wood products in the country. Caoxian County’s coffin industry accounts for 90% of the Japanese market. More than 30,000 types of wooden handicrafts, wood carvings, and straw and wicker products are exported to more than 60 countries and regions. The total output value exceeds 10 billion, creating employment for more than 100,000 people.
Use the advantages of talents to protect the business environment
The "counterattack" of Caoxian County in Shandong Province is eye-catching: more than 10 years ago, it was still an economic depression in Shandong and a provincial-level The poverty-stricken county has now transformed, ranking first in Heze City in terms of GDP. It has also become one of the top 100 counties in the country for the digitalization of agricultural products and the top 100 counties in the country for county economic investment potential. Relying on unique industries such as original Hanfu, performance costumes, wood products and agricultural products, Caoxian County has formed its own business card across the country.
Experts believe that Caoxian’s Internet access is like a catalyst, allowing the historical business awareness, the people’s pioneering spirit, the government’s pragmatic innovation and traditional advantageous industries to chemically react, forming the momentum of humanistic vitality and industrial innovation, and continuously Promote high-quality development of county economy and rural revitalization.
——Developing the “talent economy” will stimulate industrial upgrading. Cao County is located in the southwest of Shandong Province and at the junction of Lu and Henan provinces. It has a registered population of 1.69 million and is the county with the largest human resources in Shandong Province. In recent years, Caoxian County has spared no effort to attract "capable people" to return home, make good use of "capable people", and encourage "capable people" to take the lead. A group of "leaders in development, leaders in industry, and sensible people in rural areas" have accelerated County economic development in Cao County.
Like Sun Xueping, the "Shandong Province Model Worker" who led the villagers to develop the e-commerce economy, Li Bazhuang Village Party Branch Secretary Li Jianlu, Ancailou Town Wangshanzhuang Village Party Branch Secretary Wang Yunying, Huoshentai Village Party Branch Secretary Branch Secretary Wei Xiangan and a group of other leaders in getting rich, with the support of villagers, took up their posts in the village party organization and became the vanguard of rural revitalization in Cao County.
“If the agglomeration of industries has contributed to the advantages of Hanfu in Caoxian County, the return of young people has quickly strengthened sales, design, operations and other links, boosting branding and quality development.” Those who have returned from studying abroad Li Zilei said that the Youai joint venture base has attracted more than 300 anchors, operators and other personnel, and has exhibitions, logistics, design centers and nearly a hundred live broadcast rooms. It has also introduced the Kaos intelligent manufacturing Hanfu production line to use data and technology. Promote the high-quality development of the Hanfu industry. "Post-85" Huang Xiaoyan has worked hard in the south for more than 10 years, and now she is Cao CaoThe county travels through the Datang Han Dynasty and is the manager of Yuncang. She said: "Although I work in a township, I am close to the market, the pace is very fast, and there is an endless stream of customers every day."
More and more highly educated talents regard returning to their hometowns to start businesses and find employment as their first choice. At present, there are three highly educated talents engaged in e-commerce in Cao County, including three doctors, nearly one hundred masters, and nearly ten thousand college students. In recent years, Cao County has attracted a total of 50,000 people to return home to start businesses, and driven 350,000 people to engage in the e-commerce industry.
——Business environment innovation revitalizes the private economy. The "landing office" to ensure the implementation of key project construction, the "e-commerce office" to guide the development of the e-commerce industry, and the "business-to-business office" to improve the business environment... In response to the rapid development of the e-commerce economy, Cao County has innovatively launched in recent years A number of new institutions and new mechanisms have been established to open up a "green channel" for industrial development. In addition, Caoxian County has also planned and constructed the e-clothing town, Caoxian Digital Economy Industrial Park, a rural e-commerce industry demonstration area centered on Daji Town, and the e-clothing capital, China (Cao County) Huafu Intelligent Innovation City, Cao County E-commerce " The high-quality development pattern of "one park", "one district" and "one city" is accelerating.
Hu Chunqing said that in order to avoid homogeneous competition, Caoxian County established the Hanfu Association to help Hanfu manufacturing companies establish cooperation mechanisms with design institutions, colleges and universities, etc., and encourage companies to create independent brands; in order to protect independent innovation, Caoxian County Establish a special intellectual property rapid rights protection center to shorten the patent application processing time from the traditional 180 days to 10 days.
“Our goal in creating a business environment is to do things without asking for help, have a predictable future, be convenient and efficient.” said Zhao Fulong, Secretary of the Cao County Party Committee. Today, Caoxian County has become one of the most active places in the northern private economy, with more than 140,000 business entities. Calculated based on the permanent population, there is one business entity for every 10 people, and there is one business for about 30 people. Small and medium-sized enterprises are "overwhelming" ".
According to preliminary statistics, in the first half of this year, Cao County is expected to achieve a regional GDP of 32.53 billion yuan, ranking first in Heze City, with a year-on-year growth of 6.2%. Local people believe that Caoxian County is based on the cultural "two creations", relies on the advantages of cultural resources, adheres to the idea of seeking truth and pragmatism, and adapts measures to local conditions, so that the industry enriches the people and is full of vitality. road to development. (Reporter Wang Yang participated in the interview and written by Yang Yifeng)
Editor: Qi Xin