Intangible cultural heritage of China Century old shop

Wang xingzhai (1850-1909), the founder of WANGXINGJI Fan Village, was born in the family of three generations of fan craftsmen. He learned to make fans from his father when he was a child, and he had a good understanding and dexterity. Later, he worked as a sander in qianbuji fan workshop under sanshengqiao River (now between the new palace bridge and sanshengqiao of Zhonghe River). Because of his painstaking study and willing to suffer, he became a famous sander in Hangcheng fan industry when he was only 20 years old.Wang xingzhai's business opportunity comes from a perfect marriage. Near the fan workshop of qianbuji, there is a workshop for making Decal fans in zhouyewennong. The owner of the workshop, Chen yizhai and his family are all experts in decal. They are specialized in processing and making high-grade gold fans for shulianji Fan Village. Their business is prosperous. Chen yizhai, seeing Wang xingzhai's good craftsmanship and capable people, is willing to recruit him as his son-in-law and betroth his eldest daughter Chen Ying to him. Chen Ying learned how to make gold fans from her father when she was a child. She is also a famous fan maker for her fan decals and gold sprinkling skills.After Wang xingzhai got along with Chen Yingxi, he opened a small fan making workshop in the fan Lane nearby with the help of his father. He adhered to the tenet of "exquisite work, fine materials and excellent craftsmanship". The fans made by Wang xingzhai were exquisite and unique in style, and were soon sold out after being put on the market. Later, the couple launched a black paper fan for the common people on the basis of Hangzhou oil fan, which was also popular in the market, known as "one fan and half umbrella". In this way, Wang xingzhai's fan workshop stands out in many stores with its excellent workmanship and unique technology.Following the black paper fan, Wang Xingzhai gradually passed down the varieties of Hangzhou fans developed by his predecessors, and boldly stepped out of Hangzhou City in the nineteen years of Qing Guangxu (1893), advancing into Town God's Temple, Shanghai, and opening the first seasonal Fan Village in other cities. During this period, the refined black paper clay Gold Fancy fan became the "tribute fan" of the imperial court because of its exquisite workmanship and rich and generous, which made it increasingly famous. In the 27th year of Guangxu's reign (1901), Wang xingzhai took advantage of the hot iron to march into Beijing and set up "Wang xingzhai Fan Village" in Yangmei inclined street of the capital. Later, Fanzhuang sub branches were successively opened in Shanghai, Tianjin, Shenyang, Jinan, Chengdu and other places. Wang xingzhai's Fan Village rose rapidly, keeping pace with Shu Lianji and Zhang Ziyuan, becoming one of the three famous fans in Hangzhou.In 1909, Wang Ziqing, the son of Wang xingzhai, inherited his father's career. In 1929, Wang Ziqing registered and used the "Samsung" trademark, which implies Samsung Gaozhao, and opened a four door shop in taipingfang, Hangzhou, officially listing the "WANGXINGJI Fan Village", at any cost to do advertising. At the same time, taking advantage of the opportunity of holding the first West Lake Expo in Hangzhou, we selected all kinds of exquisite famous fans to participate in the competition, and won the first prize of white paper fan carving. At the exhibition, we received the two-year order from foreign large commercial firms. Since then, the export business has been opened. By the 24th year of the Republic of China (1936), Wang Xingji fan village had occupied most of the market, replaced Shu Lianji, and became the first fan industry in Hangzhou.

In 1937, when the Anti Japanese war broke out, Fanzhuang closed down. Wang Xingji moved the fan making workshop to Keqiao, Shaoxing, and kept the Hangzhou Sales Department for business. After the Anti Japanese war ended in 1945, the fan factory moved back to Hangzhou. During this period, WANGXINGJI Fanzhuang also opened a sales department in Jiujiang Road, Shanghai, and listed Hangzhou WANGXINGJI Fanzhuang Shanghai General Distribution Office. In 1941, Prince Qinghua bought the golden lot No. 727, Nanjing East Road, and opened Shanghai WANGXINGJI Fan Village.In order to open up the market situation, Wang Xingji fan farm developed sandalwood silk face fans in good time, painted with the West Lake scenery, and with the West Lake scenic spots "Xilin", "Yudai" and "Shuangfeng" as the name, which sold well in Shanghai beach for a while. In addition, Wang Xingji fan farm also created white paper fans, white bone silk fans, black bamboo silk fans, opera and dance fans, celebrity calligraphy and painting carving fans, etc., which took small profits and sold more, competing for fan market.In 1944, WANGXINGJI Fanzhuang produced 14000 fans of all kinds. In Zhejiang business daily, there was a commercial advertisement of "excellent quality, novel style, China's first, long history and world-famous", which made it "the first fan in the world". At this time, there are 14 kinds of fan bones of WANGXINGJI fans, including ivory, tortoiseshell, sandalwood, ebony, red sandalwood, Xiangfei bamboo, Shuimo bamboo, peach silk, coral, tiger skin, etc. After long-term development, Wang Xingji fan became more and more exquisite, and became the best quality fine fan in China at that time.All the celebrities in the drama circle have come to WANGXINGJI fan house to customize the fans for performance. The ivory clay peony flower fan used by Peking Opera master Mei Lanfang to perform the drunken concubine was created by Chen Ying. Yuan Xuefen, a famous Yueju Opera actor, used the black paper clay fan made by Wang Xingji when performing Liang Shanbo and Zhu Yingtai.In May 1952, after the insolvency of shulianji and other fan houses, WANGXINGJI fan house became the only representative and inheritance of Hangfan, and WANGXINGJI fan became the alternative name of Hangfan.

After the founding of new China, Hangzhou Municipal People's government gave support and guidance to traditional arts and crafts according to the eight character policy of "inheritance, protection, development and improvement". Wang Xingji Fan Village recruits separated fan makers to return to production. In 1956, WANGXINGJI Fanzhuang implemented public-private partnership. In 1958, Hangzhou municipal government issued a document to establish Hangzhou WANGXINGJI fan factory, and opened the "three stars" registered trademark, which inherited the traditional fan making technology of Hangzhou fan and vigorously developed production. By 1960, Wang Xingji fan factory had an annual output of 2.03 million pieces and 21 kinds of fans, and restored the four kinds of fans that had been out of production for many years, such as all brown 40 eggplant, 50 eggplant black paper fans, ivory fans, men's sandalwood fans and Xiangfei bone white paper fans.In 1963, Wang Xingji fan factory increased its staff to 125, with eight teams including black paper fan, sandalwood fan, white paper fan mounting, white paper fan string fan, fan calligraphy and painting, black bamboo fan, round fan and packaging. Each team has excellent technical backbone, and also trained a group of young artists in fan making, carving, drawing, painting and calligraphy. In terms of product quality, we should pay attention to carry forward the tradition and keep improving. Such as fine grinding of black paper fan, re dyeing and repainting, and product inspection using soaking, boiling and other means, and extending from the original 4 hours to 10 hours. The varieties and styles of sandalwood fans are increasing, and the quality is also improving year by year. In addition, Xiangmu fan, peacock hair fan and all kinds of props fans are developed.After the founding of the people's Republic of China, Wang Xingji fan factory developed into a leading enterprise with the largest variety and the most complete specification in the industry of fan making in China in 1966. The annual average production of Hangzhou fans is more than 2 million, with more than 388 kinds of fancy varieties.

In May 1966, when the "Cultural Revolution" began, many middle and high-end fans of WANGXINGJI fan factory, including the famous calligraphy and painting fans, were all condemned as "fengzixiu", and one of them could not be sold under the counter. Then, all the sandalwood fans, high-grade black paper fans, white paper fans and fan bones made of various precious materials were destroyed in public. Hangzhou fan, which has gathered the wisdom of generations of fans, suffered a lot. In 1967, Hangzhou WANGXINGJI fan factory was renamed as "Hangzhou Dongfeng fan factory" helplessly, and part of it transferred to TV production.When President Nixon visited Hangzhou in 1972, Wang Xingji's fan played an active role as an emissary of Chinese traditional culture, which made the production of Hangfan recover. In 1973, "Hangzhou Dongfeng fan factory" was renamed as "Hangzhou fan factory", which is dedicated to producing all kinds of Hangzhou fan products.In 1977, the "Cultural Revolution" brought chaos to an end, and "Hangzhou fan factory" restarted the name of "Hangzhou WANGXINGJI fan factory". Wang Xingji fan industry inherits the tradition, brings forth the new through the old, and further improves the product quality. In 1979, "Samsung" brand black paper fan won the "high quality product award" issued by the Ministry of light industry; in 1981, in the national fan quality evaluation, Wang Xingji black paper fan won the first prize of the same kind of products in the country; in the same year, Wang Xingji "Samsung" brand black paper fan won the silver cup award in the first China Arts and crafts "Hundred Flowers Award" evaluation.In 1983, Wang Xingji fan factory implemented the first factory director contract responsibility system in China. Yu Jianming, the factory director, led the reform of cadres and employees of the whole factory, set up fan research institute to develop new structural products, increase the variety of products, and overfulfilled the contract economic indicators. In addition, Wang Xingji fan factory also held a marketing meeting in Hong Kong for the first time to expand social influence. On April 7, 1984, Hu Yaobang, general secretary of the CPC Central Committee at that time, approved the grand "contract fulfillment conference" held in the Great Hall of the people of Zhejiang Province. The CPC Central Committee, Zhejiang Provincial Committee and Hangzhou Municipal Committee strongly supported the development of Wang Xingji fan industry.By 1985, the new building of WANGXINGJI fan factory was built, with products reaching more than 400 varieties and more than 3000 designs and colors in the 16th National Congress of CPC. The annual output of fans was more than 6.2 million, which were sold to all parts of the country and Southeast Asian countries, becoming the largest fan comprehensive factory in China. In 1987, the Samsung brand black paper fan won the national fan quality evaluation award. In 1991, Wang Xingji trademark was registered and recognized as a famous trademark in Zhejiang Province. Its popularity and business volume have always been the first in China, and it is deeply trusted by customers.

In the early 1990s, the development of industrial civilization and scientific and technological progress had a great impact on the traditional fan industry. A black paper fan has 86 working procedures, long production cycle, thin product profit, and low economic efficiency compared with other high-tech industries. In this way, talents of WANGXINGJI fan factory have changed jobs. The decline has led to the loss of technology, many of the traditional technology has no successor, and the product market is not competitive. However, in 1990, Wang Xingji fan factory and "tiancraft garden" mall jointly operated, and implemented the production and operation mode of "promoting business by industry and supporting work by business". However, on January 30, 1994, a fire in tiancraft garden destroyed all the workshops and raw materials of WANGXINGJI fan factory. In this time of crisis, Wang Xingji fan industry people never abandon, stick to the position, find factories, find markets, and carry out production self-help. Facing the new challenges, the higher authorities and leaders of WANGXINGJI fan factory attach great importance to the development of Hangzhou fan, and urgently need to find a leader who has the courage to take on responsibilities, knows technology and can manage to shoulder the heavy burden of fan factory development. In this way, after investigation and selection, the fourth generation sandalwood fan successor, Ms. sun Yaqing, who entered the factory in 1976, was promoted to the leading position. Sun Yaqing led the staff to fight bravely and overcome the difficulties, which eventually brought Wang Xingji fan factory back to life from the dilemma of frequent and pressing. In 2000, Hangzhou WANGXINGJI fan factory introduced the joint-stock reform, established "Hangzhou WANGXINGJI Fan Industry Co., Ltd" (hereinafter referred to as WANGXINGJI), implemented the system reform with property rights as the core and the mechanism reform of market-oriented operation. Sun Yaqing served as the chairman, general manager and Party branch secretary of the company. As the new generation leader of Wang Xingji fan industry, sun Yaqing vigorously implemented three major measures of product, management and cultural innovation to promote Wang Xingji fan, an old product, to glow with new vitality.From 2000 to 2010, Wang Xingji has many talents and new products. He has won more than 10 national gold and silver awards every year. At the same time, fan artists also represent Chinese folk arts and crafts to France, Greece, Japan, Oman, Taiwan, Macao and other countries and regions to carry out fan art performances and cultural exchanges. Wang Xingji's fan popularity and reputation continued to increase. The annual production and sales increased from more than 4 million yuan to more than 17 million yuan. The annual profit turned into profit, and various honors came.

Wang Xingji's characteristic road of cultural and creative development. In 2010, Wang Xingji took advantage of the opportunity of new plant relocation to create the first Chinese time-honored cultural and creative industrial park.Break through industry barriers, strengthen cross-border cooperation, and create an environment atmosphere for technology inheritance and innovation and development. It is not only a place for production and operation, but also a scenic spot open to foreign tourism, a live intangible cultural heritage cultural exhibition and a platform for cultural exchange. Efforts should be made to build the traditional industry into a modern comprehensive service integrating R & D design, process demonstration, production and sales, business tourism and cultural exchange Business enterprises, to make fine and strong national traditional brand.Three innovative initiatives bring new opportunities. First, product innovation: adjust the product structure, vigorously improve the product cultural taste, and clearly develop towards the direction of "craft collection, fashion decoration". Second, marketing innovation: adopting cultural marketing strategy, implementing the strategic measures of "going out and bringing in" and "meeting friends with fans and promoting sales with arts". Third, cultural innovation: pay attention to the construction of brand culture, put people first, focus on cultivating a dedicated and innovative staff team, emphasize the sense of responsibility and mission to the society, make great efforts to contribute to the society, and establish a visionary sense of business values.Three development vitality.First, product core competitiveness:Wang Xingji's new products on the market account for 35% of the total sales every year. The high-quality products have won gold and silver prizes in national, provincial and Municipal Arts and crafts, tourism commodity competitions, and become the first choice of foreign gifts for government departments and large companies. It has obtained the qualification of franchised manufacturer of Shanghai World Expo and Hangzhou International Leisure Expo. Especially in recent years, it has undertaken Municipal Science and technology projects to promote the technological progress of enterprises. The company has 50 patented products and 2 software copyrights. In 2014, it was recognized as Hangzhou high tech research and development center, fully reflecting the competitiveness of cultural innovation and technology integration.Second, brand market expansion:Actively connect with the tourism industry, sell fan art experience tourism products on the shelves, attract domestic and foreign tourists to visit more than 170 times every year, promote tourism consumption of millions, and become a new economic growth point for enterprises.Exhibition and promotion, festival building, powerful business channel expansion, fan gift procurement contracts, business cooperation projects have been signed, such as cooperation with international famous Dior, Saint Laurent, etc., to vigorously promote the business development of Wang Xingji.The introduction of College Students' Entrepreneurship Program, further development of network marketing in the information age, simultaneous construction of PC end and wireless end, integration of online platform with o2o mode, offline stores to seize the high-end field, and promote the annual sales of enterprises.Third, brand culture influence:Wang Xingji's brand culture innovation, showing a good social image, creating a unique cultural force, leading enterprises to improve a new level, and greatly improving brand cultural influence.Highly concerned by leaders of the party, the state, provincial and municipal governmentsFavored by famous people at home and abroadMedia focusIt is sought after by all walks of life and the publicSix national honor halos have created the brand of "Chinese famous fan":The only "Chinese time-honored brand" in Chinese traditional manual fan industryFan making technology is rated as the key project of national intangible cultural heritage protectionNational intangible cultural heritage production protection demonstration baseThe State Administration for Industry and Commerce recognizes it as "China's famous trademark"Heritage base of "capital of crafts and folk arts" awarded by UNESCOThe company has the only national arts and crafts masters of China fan art circle and a number of provincial and Municipal Arts and crafts mastersIn addition, the enterprise also has seven provincial and municipal honor halos: Zhejiang industrial tourism demonstration base, Zhejiang famous trademark, Zhejiang famous brand product, Zhejiang famous trade name, the first batch of Intangible Cultural Heritage Exhibition Center in Hangzhou, Hangzhou social resources international tourism excellent visiting point.From traditional production to tourism docking, from product marketing to cultural marketing, old brand Wang Xingji is constantly surpassing himself, striving to build an innovative enterprise with national level energy and influence, becoming a leading enterprise of quality, sales and culture in the old brand of China's traditional arts and crafts industry, polishing the old brand of China and dazzling the world!