Liang Haifeng, a local from Zhuhai's Doumen district, is an officially certified livestream marketing expert on Douyin (TikTok in China). Using his background in directing, he manages the "Discover Doumen" official account to promote his hometown's development. Since 2020, he has delved into the e-commerce world, becoming an e-commerce instructor with a passion for promoting intangible cultural heritage (ICH). His mission is to integrate ICH into the modern market economy, making it more accessible to everyday life.

One of Doumen's signature ICH delicacies, Dachikan Char Siu (spit-roast pork), is immensely popular. Liang believes such ICH products are perfectly suited for promotion on e-commerce platforms, as they are generally acceptable to the masses. This year, Doumen established a livestream base, and Liang seized the opportunity to leverage livestreaming technology to help local farmers promote their products. As a result, Dachikan Char Siu has seen new growth.

Dachikan Char Siu boasts a history of over 100 years, with its unique techniques passed down through four generations. It is listed as a city-level intangible cultural heritage. Zhao Zhiwen, the fourth-generation inheritor of the craft, has been actively thinking about how to better preserve and develop the tradition. To do so, he began live streaming to promote the dish, using the power of the internet to introduce more people to and appreciate this traditional food.

Through livestreaming training, Liang Haifeng taught local villagers the skills needed for livestreaming, short video production, and e-commerce marketing. He helped them build personal brands and boost rural development. The villagers' deep familiarity with and passion for the products made them natural live-streaming hosts. By livestreaming their sales, these farmers have not only taken Dachikan Char Siu beyond their small village but also showcased this delicious dish and its culture on a much larger stage.

With Liang's guidance, the villagers successfully promoted the product and attracted numerous visitors from outside the region. Liang believes that livestreaming has not only brought joy to ICH inheritors but also led more people to recognize and love their products. It's more than just food promotion; it's about preserving culture and connecting the past with the future.

Thanks to new media, Zhuhai's ICH products now have expanded promotional channels and platforms, opening up new pathways for their preservation and dissemination. This initiative has allowed both locals and tourists to experience the charm of ICH, bringing ancient traditions to life and making them popular once again.

Source :Lingnan on the Cloud

村民直播带货 让大赤坎叉烧走出小村庄

梁海峰，珠海斗门本地人，抖音官方认证的直播营销师，他运用自身导演专业技能运营“发现斗门”公众号，旨在推动家乡发展。2020年，他投身电商领域，成为电商讲师，对推广非遗文化充满热情。他致力于将非遗融入市场经济，使其更贴近现代生活。

斗门的大赤坎叉烧是当地的非遗美食，深受欢迎。梁海峰认为，这类非遗产品很适合通过电商平台传播，属于大众普遍能接受的产品。今年，斗门设立了直播基地，梁海峰抓住机遇，利用直播技术帮助农户推广产品，大赤坎叉烧因此迎来新的发展。

大赤坎叉烧拥有百年历史，独特技艺已传承四代，被列入市级非遗名录。其第四代继承人赵志文一直在积极思考如何更好地传承和发展非遗，于是尝试直播带货，借助网络的力量，让更多人了解并喜爱这一传统美食。

梁海峰通过直播培训，教村民们直播技巧、短视频制作和电商营销方法，帮助他们打造个人品牌，推动乡村发展。村民们亲自上阵直播，对产品的熟悉度和热爱成为他们的天然优势。通过直播带货，这群朴素的农户不仅让大赤坎叉烧走出了小村庄，更让这份美味与文化在更广阔的舞台上绽放光彩。

在梁海峰的帮助下，村民们不仅成功推广了产品，还吸引了大量外地游客。他认为，直播不仅让非遗传承人找到了快乐，也让更多人认可和喜爱他们的产品。这不仅仅是在推广美食，更是在传承文化，连接过去与未来。

通过新兴的传播方式，珠海非遗产品的宣传渠道和展示平台得以拓宽，非遗的传承与推广也开辟了新途径。这一举措让市民和游客共同享受到非遗的魅力，让古老的非遗“活”起来、“火”起来。

文 | 钱瑜
图 | 受访者提供
译 | 赵凡
审 | 邹晓华