涿光阁非遗文化工作室

ZHUO GUANG GE intangible cultural heritage Studio

Innovation and Entrepreneurship Project for college students

“Entrepreneurship training project” refers to the undergraduate team under the guidance of teachers, each student plays one or more specific roles in the project implementation process, and carries out entrepreneurship simulation training activities by preparing business plans, carrying out feasibility studies, simulating enterprise operation, conducting verification tests to a certain extent, and writing entrepreneurship reports.

Project Name: Intangible Cultural Creative Studio

Project execution time: 1 year (2024.3–2025.4)

Supervisor: Zuo Yonghong

Members:  Zhang Renzhe (Project leader); Wang Hongxin; Zhou Yumeng; Li Yutong

Project Introduction: We are a creative studio focusing on intangible cultural heritage. At present, the national tide and national style culture is prevailing. Our studio will help the intangible cultural heritage promotion through cloud exhibition, digital cultural expo, virtual performance, holographic technology and other technologies through unique cultural elements and innovative ways, and cooperate with non-non-inherited inherits/units through diversified forms such as photos, online photography exhibitions and fun photography. Enhance the public’s cultural understanding and artistic expression of intangible cultural heritage, and form a creative brand of national tide intangible cultural heritage.

Project Results （Under continuous updating）
First Phase Product Plan
Through professor Zuo, we cooperated with a jewelry shop that made intangible cultural heritage gold. The studio will operate gold crafted with the ancient gold casting technique from intangible cultural heritage (hereinafter referred to as “traditional method gold”) as our first-phase cultural and creative promotional product. Using the traditional method gold in the first phase as a springboard, we will focus on thematic content such as narrating the cultural history behind the traditional method gold and combining traditional method gold ornaments with modern daily wear.
 
According to the person in charge of Yutai Gold, due to the nature of gold as a precious item, most of their current customers make purchases offline. They hope that we can assist them with online promotion and expand their customer channels. Our team will help them build an online sales and promotion platform, and assist them in updating content and conducting live broadcasts on Xiaohongshu to increase the exposure of traditional method gold. In the later stage, the team will visit factories in Tongzhou, Hangzhou, and other places to understand the unique features of the three major techniques of traditional method gold, namely “traditional casting, manual fine goldwork, and manual gold refining”, to accumulate materials for creating popular creative videos in the future.
Second Phase Product Plan
Through the analysis of the user group of traditional method gold in the early stage, we found that most of the users who are interested in this type of product are senior middle-class women in first-tier cities. In order to better promote traditional method gold and enhance its persuasiveness, the studio will create an opinion leader in this field. This opinion leader, from the professional perspectives of a university art teacher, an associate professor, and a senior media person, will bring rich growth stories and beautiful things in life to a large number of women.
 
The product content covers the sharing of women’s growth stories. Through real experiences and insights, it inspires women to bravely pursue their self-worth. In the music and dance section, it brings artistic enjoyment and spiritual relaxation. At the same time, it shares beautiful moments in life, such as beautiful scenery and warm interpersonal relationships. We are committed to creating a warm and positive community where women can find resonance and support. Through online platforms, the content will be presented in the forms of videos, articles, live broadcasts, etc., so that every woman can discover beauty, grow herself, and shine her own brilliance on this platform.
 
Third Phase Product Plan
This plan aims to showcase the unique charm of the Beijing Central Axis in different periods and the profound heritage of intangible cultural heritage through the shooting and production in four stages.
 
The first stage is the Central Axis in Late Autumn, focusing on the golden ginkgo trees and fiery red maple leaves along the Beijing Central Axis, paired with representative buildings such as the Forbidden City and Tiananmen Square, to showcase the charm of intangible cultural heritage and the unique architectural style. Write copywriting that combines humanistic and solar term factors to enhance the depth.
 
The second stage is the Central Axis on the Winter Solstice. Centered around the traditional festival of the Winter Solstice, shoot folk activities such as the Heaven Worship Ceremony at the Temple of Heaven. Use festival decorations to create visual effects, tell the stories of intangible cultural heritage inheritance, and emphasize a warm atmosphere in the later stage.
The third stage is the Central Axis in the Severe Winter. Shoot ice and snow landscapes and intangible cultural heritage elements, visit inheritors, and showcase the perseverance of intangible cultural heritage and the vitality of the Central Axis.
 
The fourth stage is the Central Axis during the Spring Festival. Capture exciting moments such as dragon and lion dances and record the lively scenes. The shooting locations cover the core areas of the Central Axis. In the later stage, emphasize the festive atmosphere and write copywriting that combines solar term and humanistic factors. Throughout the shooting process, pay attention to the uniqueness of the Central Axis, respect the inheritors, and pay attention to the weather to ensure the quality of the materials and the harmony of colors, and create an intangible cultural heritage product with depth and uniqueness.

At present, we have accumulated enough materials for intangible cultural heritage projects through our members’ continuous travel. We are building our own intangible cultural heritage exhibition hall on the cloud. If you are interested, you can click here.

Profits

The items below are a part of ornaments that have already been sold. Since March 2024, we started to help jewelry stores operate online. It has facilitated transactions of more than 200,000 RMB

点钻招财貔貅吊坠

Wealth-Attracting Pixiu Pendant
¥14,819

Technology: 錾刻(Engrave); 点钻 (Inlay Diamond)

Design Concept: Auspicious and Protective, Attracting Wealth; Treasured and Inherited Through the Ages The Pixiu, a mythical auspicious beast in ancient Chinese culture, has been highly regarded by people from all walks of life, from emperors to commoners, throughout history. They have always placed great emphasis on collecting and wearing Pixiu ornaments. The Pixiu is symbolically believed to attract wealth from all directions and bring good luck and prosperity. People firmly believe that it can bring joy and good fortune. Whether placed at home as a decorative item or worn on the body, the Pixiu is considered an ideal choice.

招财貔貅吊坠

Wealth-Attracting Pixiu Pendant
¥14,112

Technology: 錾刻(Engrave)

Design Concept: Auspicious and Protective, Attracting Wealth; Treasured and Inherited Through the Ages The Pixiu, a mythical auspicious beast in ancient Chinese culture, has been highly regarded by people from all walks of life, from emperors to commoners, throughout history. They have always placed great emphasis on collecting and wearing Pixiu ornaments. The Pixiu is symbolically believed to attract wealth from all directions and bring good luck and prosperity. People firmly believe that it can bring joy and good fortune. Whether placed at home as a decorative item or worn on the body, the Pixiu is considered an ideal choice.

花丝镶嵌八宝吊坠

Filigree and Inlay Eight Treasures Pendant
¥25,481

Technology: 錾刻(Engrave); 花丝(Filigree); 镶嵌(inlay)

Design Concept: The Eight Treasures, also known as the Eight Auspicious Symbols or the Eight Auspicious Signs, carry the profound meanings of good luck, happiness, and a fulfilling life. The Eight Treasures consist of the Precious Vase, the Canopy, the Pair of Golden Fish, the Lotus Flower, the Right-Spiral Conch, the Auspicious Knot, the Victory Banner, and the Dharma Chakra. These are eight auspicious items in Tibetan Buddhism, symbolizing people’s yearning for a better life. The round and smooth shapes imply that the wearer’s family will be reunited and harmonious. Wearing these items close to the body signifies a happy and fulfilling family life and a thriving career.

花丝镶嵌如意福锁

Filigree and Inlay Lucky Blessing Lock
¥28,556

Technology: 錾刻(Engrave); 花丝(Filigree)

Design Concept: The bat is an auspicious symbol in traditional Chinese culture, carrying the implications of happiness, good fortune, and longevity.The shape of the Ruyi (a scepter symbolizing good wishes) combined with a variety of traditional craftsmanship techniques has created a gold ornament full of oriental charm. It is brightly colored and has a retro style, presenting the beautiful charm of the East.

格桑花珐琅项链

Kalsang Flower Enamel Necklace
¥5,673

Technology: 錾刻(Engrave); 珐琅( Enamel )

Design Concept: “Kalsang” means happiness in the Tibetan language. Using the ancient stamping technique and enamel craftsmanship, a flower symbolizing wealth and prosperity in the mortal world is created, praying for blessings, good fortune, and well-being. This is a new-style Chinese trendy and beautiful ornament that combines practicality and good looks.

祥龙献瑞平安扣

Auspicious Dragon Presenting Lucky Button
¥11,738

Technology: 錾刻(Engrave)

Design Concept: The Peace Button is designed in the shape of a swimming dragon piercing through the clouds, symbolizing prosperity, good luck, and health throughout the four seasons. The dragon pattern on folk costumes serves as a spiritual sustenance for people. It is a symbol of good luck, as well as a means to ward off evil and avoid disasters. It embodies people’s prayers for favorable weather, peaceful living, and prosperous work.