Social networks - a bridge between traditional values and modern needs
Sophisticated crafts from ceramics, silk weaving, weaving to wooden handicraft production... have been associated with the lives of Hanoi people for hundreds of years. Previously, products from Hanoi 's traditional craft villages such as Bat Trang ceramics, Van Phuc silk, Phu Tuc bamboo and rattan weaving... were mainly consumed through traditional sales channels, limiting access to new customers. Many artisans are concerned that traditional crafts will disappear due to the lack of stable output and changes in consumer habits. Traditional craft villages face great challenges from competition with industrial products, changing consumer tastes and especially pressure from the global integration process.
For traditional craft villages to develop sustainably in the digital age, the combination of tradition and modern technology is a necessary factor. Traditional craft villages are forced to change, gradually transforming themselves to catch up with the 4.0 trend.
In recent years, with the support of authorities and the efforts of artisans and producers, craft villages have begun to transform strongly. Social networks such as Facebook, TikTok, YouTube along with e-commerce platforms such as Shopee, Lazada, Tiki, TikTok Shop are becoming new "sales channels", helping traditional products reach millions of consumers, creating a bridge between traditional values and modern needs. Digital technology brings opportunities to develop online markets for traditional handicraft products. The application of e-commerce will help craft village products not only reach the domestic market but also reach out to the world.
Visiting traditional craft villages in Hanoi now, tourists not only get to sightsee, shop, and experience the products, but also have the opportunity to witness artisans and people in the craft villages selling goods via digital platforms.
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Social networking platforms and e-commerce platforms are bringing new value to traditional products. (Photo: Trung Quan) |
In the incense making village of Quang Phu Cau (Ung Hoa, Hanoi), thanks to short videos on TikTok - in which the most prominent is the incense making clip of TikToker @marynhin with millions of views. This video not only helps promote traditional products but also promotes tourism in the craft village. In particular, these videos help Quang Phu Cau incense making village increase sales significantly through online ordering. As for Chuyen My lacquer craft village (Phu Xuyen, Hanoi), artisan Vu Van Dinh has created a fanpage and TikTok channel to introduce products, and participate in livestream sales training courses. Currently, his products are available on many e-commerce platforms and are exported to Japan and Korea.
Equally bustling is Phu Tuc village - the capital of bamboo and rattan weaving in Hanoi, where Ms. Nguyen Thi Luong's family has expanded production and doubled the number of workers thanks to regular orders via Shopee and TikTok Shop. Young girl Tu Anh, 25 years old, from Dong Cuu hand embroidery village (Thuong Tin, Hanoi), has combined traditional embroidery techniques with modern designs to create unique products. She uses social networks to introduce her products, attract the attention of young people and contribute to preserving traditional embroidery in the digital age.
More interestingly, the villagers have unanimously promoted their craft village in the digital environment. In addition to serving customers who visit directly, the households of Van Phuc silk village have invested in a modern livestream system to attract consumers. Bat Trang pottery village launched an AR/VR system at http://gombattrang.fairs.vn/, making an important contribution to promoting tourism and trade of the nearly 1,000-year-old traditional craft village.
According to statistics from the Hanoi Department of Industry and Trade, many traditional craft villages have achieved revenue growth of 20-30% thanks to the application of e-commerce and social networks. In particular, producers who know how to take advantage of livestreams, behind-the-scenes production videos, cultural stories behind the products, etc. often achieve high interaction and increase sales quickly. According to Deputy Director of the Hanoi Department of Industry and Trade Nguyen The Hiep, Hanoi is actively continuing to implement solutions to support and promote the widespread application of e-commerce in businesses and the community; including supporting the expansion of consumption markets for products, goods of traditional craft villages, and handicraft products.
Thousand-year-old craft villages are located on digital maps
In addition to Hanoi, craft villages in Nam Dinh province are also enthusiastic in applying e-commerce. The pioneer in "digitalizing" craft villages is the traditional flower and ornamental plant craft village of Vi Khe, Nam Dien commune (Nam Truc) with the model "Digitalizing the flower and ornamental plant craft village of Vi Khe". The model is built on the 4D Map platform (digital map) along with the digitization of related data from information about gardens, ornamental plants, traffic, 2D, 3D location data to the digitization of VR360, images and videos. This is an important turning point marking the change of the thousand-year-old traditional craft village because the flower and ornamental plant products of Vi Khe craft village are located on a digital map; each garden owns a digital address; each flower and ornamental plant product is identified, priced and transparent in terms of technical parameters, creating a favorable and easy connection environment between gardeners and buyers.
Some localities have invited Tiktokers to promote their products. Hung Yen province once invited more than 40 Tiktokers who are actors, branding and online sales experts who own Tiktok accounts with a high number of followers. They livestreamed to promote and sell fresh longan and some of the province's OCOP products such as: tamarind sauce, turmeric starch, honey, longan... In just the time from 12:00 to 16:00, the livestream session sold more than 2,000 agricultural product orders with revenue of hundreds of millions of VND. After the livestream session, thousands of orders for the province's OCOP products were also "closed".
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Livestream to promote and sell Hung Yen longan products and Hung Yen OCOP products. (Photo: Pham Dang) |
In Ha Tinh, the Central Committee of the Ho Chi Minh Communist Youth Union, the Provincial Youth Union, and the Vietnam Youth Union of Ha Tinh province jointly organized a training conference to enhance skills in selling OCOP products via digital media for rural youth. Many famous faces on the TikTok platform such as: Mai Tu's family, Co Ba Hong Kong, Lien Tit, actor Manh Hung, actor Truong Hoang... simultaneously went on air to promote Ha Tinh OCOP products.
According to Tiktoker Quang Tuan, a livestream session will help artisans easily find people with similar interests and views... of all ages. A sales channel can completely become a forum for sellers and buyers to share needs, views, experiences of using, product effects... From there, the appeal and spread of traditional products will be many times faster.
Not outside the transformation of the 4.0 era, craft village products of localities across the country have been livestreamed at OCOP product fairs. Typically: Cu Lao Cai sen rice, Dak Lak coffee, Thai Nguyen tea, Quy Hoa golden flower tea, Cheu village rice paper, Bac Giang Chu noodles, Cai Be rice paper, Lo Cuong rice paper, Phu Loc wine, Thanh Hoa sour sausage, Nghe An pork roll, Khanh Hoa bird's nest, Cao Bang black jelly, fish sauce, Phan Thiet seafood, Phu Quoc fish sauce, shrimp paste, Ba Lang shrimp paste, Binh Thuan dragon fruit, Dak Nong durian, Moc Chau vegetables and fruits...
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Selling on e-commerce platforms has brought the image of Nga Son sedge products closer to many international customers. (Photo: Quoc Huy) |
In addition, the craft villages of Chuon Ngo mother-of-pearl inlay, Nga Son sedge mats, Huong Quoc Tuan, Chu Dau pottery, Dong Giao wood, Chau Khe silver, Phu Lang pottery, Hoang Dieu leather shoes, wood mosaics, Mai Chau brocade, Do Xuyen bamboo and rattan handicrafts, driftwood handicrafts, Quang Nam agarwood, cinnamon bark handicrafts, Ba Ria - Vung Tau shellfish handicrafts, Luong Hoa Lac wood carvings, Long Dinh mat weaving, Tan Hoa Thanh sedge craft village products... are also being "digitized" on cyberspace and are being positively received by domestic and international consumers.
It can be seen that the application of digital platforms not only helps Vietnamese craft villages survive and develop in the new context, but also creates conditions for traditional culture to spread more strongly than ever. When cultural values go hand in hand with creative thinking and technology, Vietnamese craft villages can completely break through and reach international standards.
Source: https://baophapluat.vn/lang-nghe-truyen-thong-but-pha-nho-so-hoa-post547891.html
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