Keywords

1 Introduction

In the Internet era, the concept of “Internet Plus” has received unprecedented attention, especially when the concept of mass entrepreneurship and innovation is put forward. In this process, with the help of the “Internet plus” concept of compliance, different industries have achieved varying degrees of improvement. It can be said that the “ +” in “Internet +” represents the infinite possibility of organic integration of information technology represented by Internet technology with different industries. In other words, relying on Internet thinking, in-depth innovation of industry development can be realized, and consumer experience and added value of products and services can be improved. By introducing the concept of “Internet +” into the field of intangible cultural heritage, the business structure of non-heritage creative products will be greatly changed, and the design mode, production mode and marketing mode of the industry will be reshaped, thus providing a better opportunity and path for the benign development of intangible cultural heritage culture.

2 Concept of Non-legacy Creation Products

According to the Law of the People’s Republic of China on Intangible Cultural Heritage, Intangible cultural heritage refers to “all kinds of traditional cultural expression forms handed down from generation to generation and regarded as part of their cultural heritage, as well as objects and places related to traditional cultural expression forms” [Zhu Bing. Main Content and System interpretation of Intangible Cultural Heritage Law of the People’s Republic of China. China’s Intangible Cultural Heritage, 2021(01): 6–14.] In the era of global integration, various cultures show a significant homogenization trend in the integration and collision, thus highlighting the uniqueness of intangible cultural heritage culture. Under the impact of the commodity economy, how to realize the better protection and national intangible cultural heritage is a realistic problem worthy of attention and thinking, how to grasp the social public cultural appeal, and in the process of implementation of heritage and its surrounding products and packaging, also is a key focal point question.

In recent years, with the continuous improvement of the national economic level, the social public is no longer satisfied with the rich material life, but attaches more importance to the rich spiritual world. Therefore, non-legacy products with unique forms of cultural expression and bearing unique cultural connotations have increasingly attracted the attention of the public. This consumption tendency also reflects the public’s love and pursuit of a better spiritual life to a considerable extent. Different from ordinary commodities, non-heritage products are the design and creation inspiration that designers get from intangible cultural heritage. With unique visual symbols of regional culture as the design carrier, such cultural and creative products are endowed with profound cultural value connotation. Through the design, production and sales of non-heritage products, tourists can have a more profound sensory impression on intangible cultural heritage, and at the same time, it will help the inheritance and dissemination of intangible cultural heritage.

3 The Value of Combining Intangible Cultural Heritage with Cultural Creation

Intangible cultural heritage is the outstanding cultural achievements created by the Chinese people of all ethnic groups in the long period of social practice, which can be regarded as an important representative of the manifestation of national culture. When we look at intangible cultural heritage, we can see that it not only shows the extraordinary memory, but also shows the unique national thinking and cultural thinking mode. It can be said that these characteristics are extremely scarce in the era of global integration and the serious homogenization tendency of culture. Each intangible cultural heritage project contains unique value, but due to the lack of effective communication channels, some outstanding intangible cultural heritage skills and traditional crafts are declining, and related non-inheritors and traditional craftsmen are facing the dilemma of no successor. How to combine the consumption habit and aesthetic orientation of contemporary people to make the ancient intangible cultural heritage enter the public life with a new attitude is the question of the era of intangible cultural heritage protection.

It should be noted that intangible cultural heritage originated from the agricultural era, so although it has attracted the attention of the public, it is incompatible with the inherent requirements of the commodity society. If this phenomenon cannot be dealt with and solved, it will inevitably lead to various difficulties in the process of non-inheritance.

Since the rise of cultural and creative industry, along with the trend of global integration, the industry has spread rapidly in different countries and regions, and in this process, it has connected with other industries based on its unique cultural form and operation mode. Figure 1 shows the operating income of China’s cultural and creative industry from 2012 to 2019. It can be seen that the data is increasing year by year.

Fig. 1.
figure 1

Operating revenue of China’s National Cultural Industry Enterprises (Chinese cultural and creative products) in 2021–2019. (The data comes from Ai Media website)

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Culture is the foundation and carrier of cultural and creative industry, which can be called the source of cultural and creative industry. Non-legacy works are important forms of cultural expression. Through in-depth research and exploration of design materials by designers, intangible heritage will be ensured to become the design source and creative inspiration of non-legacy products. At the same time, non-legacy creation products and intangible cultural heritage are mutually reinforcing. The latter provides design and creation materials for the former, while the former provides communication carrier and opportunity for the latter.

4 The Development of Non-legacy Creative Products Based on Information Technology

It has many advantages to develop non-legacy creative products based on information technology. We can take advantage of the information technology, and through careful investigation and research activities, realize the accurate grasp of user demand, to carry out the “Internet +” the papers and the product experience, relying on the digital technology to the depth development of papers and works, electric business platform was used to optimize the papers and product development, build a legacy town, set up corresponding technical team. Below, the author will combine their own understanding and understanding, respectively on the following aspects to talk about the development of non-legacy creative products based on information technology.

4.1 Accurate Grasp of Users’ Demands Through Careful Research Activities

Excellent wen gen products must be realized with precision to meet user demand, therefore, the formal product design development of the papers and, before the survey should be based on activities, realize to the demands of user research, the research content includes the user’s age structure, professional distribution, gender, willingness to spend, consumption habits, consumer preferences, income level, etc., Only in this way can accurate analysis of user groups be achieved from the perspective of consumer psychology, thus providing scientific basis for the subsequent design and research and development of non-legacy creative products.

4.2 Developing the Experience of “Internet Plus” Non-legacy Creative Products

In general, museums and art galleries are places for the exhibition of non-legacy products. Although these venues provide opportunities for the public to contact and understand non-legacy products, it should also be noted that some museums and art galleries are too serious about the display and exhibition of non-legacy products. This may cause the audience with the papers and psychological distance between products being expanded, leading to the audience hard to display and exhibition of papers and products to generate understanding and explore enthusiasm, for this reason, on the papers and the product display and exhibition, should be adhering to the “Internet +” thinking, with the aid of modern information technology to achieve visual display of the papers and the products, In this way, the charm of non-legacy creation products will be highlighted to the greatest extent, and the audience will have enthusiasm for appreciation and interest in exploration, so as to deepen their interest in intangible cultural heritage culture.

At present, with the development of information technology, modern information technology means such as VR and AR are improving day by day. The advantage of these modern information technology means is that they can break the limitation of time and space and create a scene organically combining virtual and reality, so that the audience can get a more intuitive appreciation experience. VR technology relies on computer technology, information technology and simulation technology to achieve, with the help of this technology, the audience can get a sense of immersion. AR technology can realize the deep integration of virtual information and the real world, and rely on the way of simulation processing, so that the audience can get an immersive sensory experience.

For example, in the fourth Non-heritage Expo, designers showed the intangible heritage lifelike to every audience through the application of VR technology and AR technology, so that every audience got an audio-visual feast. The exhibition also relies on information technology to build a database covering a large number of traditional literature and art resources, and provides free query and download services for the public. For example, when weifang kite is displayed with VR technology and AR technology, the intuitive display of kite making process can be realized, and the legend of kite origin can be displayed for the public with the aforementioned technology, and the audience can also experience the process of simulated kite flying. It can be said that such a comprehensive experience will leave a deep impression on the audience and generate a strong interest in non-heritage products and intangible cultural heritage culture in the process.

4.3 Relying on Digital Technology to Realize the In-Depth Development of Non-legacy Works

During the Shanghai World Expo, the China Pavilion used modern information technology to display the Riverside Scene at Qingming Festival. In this way, “Along the River During the Qingming Festival” is vividly and dynamically presented to the audience, thus making it the jewel of the China Pavilion during the World Expo. In recent years, the Palace Museum, Tencent and local museums have successively devoted themselves to the design and research and development of digital cultural and creative products. For example, relying on digital technology, the Palace Museum has produced cultural and creative products represented by Auspicious Signs in the Forbidden City, thus helping the public to have a more detailed understanding of the Palace Museum culture. This work is in the form of an APP. After the public installs this APP on their smartphones or tablets, they can appreciate various cultural relics of the Palace Museum with the help of information interaction technology. The mobile game APP “Search for Fairy” produced and launched by Tencent fully integrates traditional cultural elements in intangible cultural heritage, thus realizing the dissemination of traditional excellent culture in the form of game, and also giving young consumers, the target audience of mobile games, an opportunity to have an in-depth understanding of intangible cultural heritage and traditional culture.

4.4 Optimize the Development of Non-legacy Creative Products by Using E-commerce Platforms

Under the background of information technology, e-commerce platform plays an important role in the development of cultural and creative products. E-commerce platforms gather a large number of customer groups, which can further expand the customer group of non-legacy creative products, so that more young people can understand non-legacy creative products more conveniently and conveniently, and promote the publicity of non-legacy creative products.

In 2020, the number of videos related to national intangible heritage on Douyin increased by 188% year on year, and the cumulative broadcast volume increased by 107% year on year [Zhu Yinxia. Research on the communication effect of short videos of intangible heritage [D]. Nanchang University,2020.] E-commerce platforms have also brought huge sales for INTANGIBLE cultural heritage products. For example, Li Tinghuai, the representative inheritor of the national-level Ru porcelain firing technique, sold ru porcelain over 3 million yuan through Douyin e-commerce; Sun Yaqing, the representative inheritor of the state-level intangible cultural heritage fan-making technique, participated in more than 20 intangible cultural heritage e-commerce activities, with a total sales volume of more than 700,000 yuan. Visible, we can make full use of the advantage of electric business platform to optimize the papers and the product development. On May 3, for example, in 2021, in “trill 55 tide purchase season” “originality tide have fei” zone, trill electricity sale “shadow play printing T-shirt” and “yun” kite “condensed intangible craftsmanship in the two products, this is the trill genetic bearing electrical business hand in hand to the people, products, manufacturers such as power, together with the papers and the product. “Shadow play” printing T-shirt the papers and the products on sale in Japan, live trill platform, with the help of powerful propaganda trill platform, the once pushed on the papers and the product was a great success For young people who are keen on Douyin platform, they learn about Traditional Chinese shadow puppetry through watching live broadcast, enrich their knowledge, and deepen their understanding and appreciation of the history of national literature and art.

4.5 Build an Intangible Heritage Town and Set up a Corresponding Technical Team

Intangible cultural heritage town is a town form formed in a certain space with the help of intangible cultural heritage resources, which has functions such as industry, town, human resources and culture. In such small towns, a large number of non-genetic inheritors are gathered. Relying on the guiding effect of policies, art practitioners are attracted to such small towns, thus achieving the benign interaction and in-depth communication between non-genetic inheritors and literary and art creators, and thus achieving the goal of attracting talents. A relatively successful example in this regard is Wutong Mountain Art Town, which greatly improves the creative vitality of non-legacy products by attracting art designers to enter and opening art studios.

Peroration

Intangible cultural heritage is not only an important cultural heritage of the Chinese nation, but also a spiritual treasure belonging to the whole mankind and the whole world. It is not inherited, but the inheritance of traditional culture with a long history. In view of this, the protection of intangible cultural heritage is an important work. How to realize the effective inheritance and dissemination of intangible cultural heritage is related to the continuation of cultural blood. To do this, we need to do two things. First, regarding the protection and inheritance of intangible cultural heritage, relevant institutions should be aware of the significance and value of the “Internet+” concept for the protection and inheritance of intangible cultural heritage, and provide and create brand-new carriers for the protection and inheritance of intangible cultural heritage with the help of various modern information technology means. At the same time, the designers also shall be with the aid of modern information technology, as an effective way to design and research and development of papers and the product, in order to improve the papers and the products in the heart of the social public appeal, as a result, not only can achieve the purpose of the prosperity of socialist culture, will also realize the effective promotion of intangible culture, More importantly, the public will have a strong interest in intangible cultural heritage through the purchase and consumption of non-heritage products, thus contributing to better inheritance of intangible cultural heritage. Secondly, through the development of intangible cultural heritage + cultural creative products, it is an inevitable choice for non-inheritance and development to use non-heritage creative products to make intangible cultural heritage out of the minority and into life. Cultural and creative products are not only the embodiment of culture itself, but also a way of cultural inheritance. The integration of INTANGIBLE cultural heritage and cultural creation interprets the intangible cultural heritage culture and further promotes the development of art and culture. The intangible cultural heritage culture and cultural and creative products should be well integrated, with the help of products to spread traditional culture, constantly strengthen cultural confidence, promote non-inherited inheritance and development, make Chinese traditional culture long lasting, and help intangible cultural heritage realize the dream of cultural inheritance.