Helping rural revitalization with intangible cultural heritage skills —— Redefining "new three wines" with "getting drunk and doing well"

Wucun, located in Wuzhen, Jiaxing City, is a new type of "leisure tourism resort" that retains the original rural customs in the south of the Yangtze River. Under the epidemic environment, the local tourism industry was seriously affected, and the local Sanjiu liquor industry also appeared unsalable. Sanjiu Liquor, as a traditional liquor in the south of the Yangtze River, has unique regional characteristics, but the industry is still in a state of "scattered, small and weak".

With the help of the Creative Competition for Rural Revitalization for College Students, the team of Zhejiang University of Finance and Economics, based on the pain points of Wuzhen Sanjiu Liquor Industry, such as single ecology, low brand awareness and narrow marketing channels, started from three aspects: "non-genetic inheritance", "product creation" and "industrial promotion" to seek a new model to promote rural revitalization with the innovation of intangible products.

The team made a field trip to wucun, and learned about the intangible connotation of Sanbai Liquor and the whole brewing process of Guzhaofang by visiting Mr. Xu Ziqiang, a non-genetic person of Sanbai Liquor in Wuzhen. In addition, the team also interviewed the operators and consumers of several Sanjiu specialty stores in wucun, and obtained first-hand production and sales data.

In order to further expand the influence of the project, the team held a roadshow with the theme of "Wuzhen Sanjiu Liquor Science Popularization" in Zhaxi Scenic Area of Wuzhen, which not only spread the cultural connotation for tourists, but also broadened the offline marketing channels.