小商品之都的文化嬗变

魏水华

前不久，在浙江卫视播出的一部电视剧《鸡毛飞上天》火了，义乌人津津乐道。在他们看来，“鸡毛换糖”传统所反映出来的浙商的创业精神，正是义乌文化的特质。

这个小商品之都——曾经作为“中国制造”走出去的前沿阵地，在经历了十几年的磨练、变迁之后，也正在发生耀眼的改变，变成“中国智造”的兴起与传播之地。

最近在义乌举行的第十二届中国文化产品交易会正是折射这种文化嬗变的精彩呈现。

从创意到产业

在文交会现场的江西省博物馆展区，一组取材于南昌西汉海昏侯墓葬出土文物的“再现海昏”系列文创产品首先吸引了我的目光。

“再现海昏”由文房清供、愫居逸品、数码尚品、青铜臻品四大系列衍生品组成，汲取南昌西汉海昏侯墓葬出土珍品之精髓，通过时尚人文的设计理念，将实用与审美巧妙结合，使得深藏博物馆的江西汉代经典艺术珍品，走进大众一展“芳容”。

品牌负责人王思齐介绍了他们如何进行二次设计的经过：“海昏侯现是热门，我们从江西考古研究所拿到授权后，就立即进行开发，并选取玉神兽作为主推的设计元素，是因为它非常喜感，更符合年轻人的口味。”

其实，“再现海昏”并不是个例，本届展会汇集包括中国国家博物馆、首都博物馆、浙江省博物馆等在内的国内博物馆、美术馆行业领军单位参展，共有80多家博物馆和美术馆带着他们的衍生品，以文化创意衍生品的形式来讲述文物背后的故事。组织者之一的中国文物交流中心副主任周明说：“展品主要是博物馆的藏品、文化遗产的资源。因为中国是历史文明古国，历史悠久，文化璀璨，拥有非常丰富的文化遗产，这些是我们做文化创意的无尽源泉，有中国传统文化元素的滋养。我们都知道义乌的设计团队、研发团队和制造团队都是非常强的，而且义乌是世界小商品集散的一个枢纽。这是我们文物交流中心第一次大规模地出面组织文博单位来参加展会，主要希望我们文博单位的产品优势能够与义乌的生产销售优势得到更好的结合，推动文博文创产业进一步发展，不单是在国内发展，也能走向世界。”

除此之外，4DX、数码版画、陶瓷油画……新技术、新概念让人目不暇接；老字号也不甘寂寞，今年文交会特设“非遗和工艺美术展区”，为东阳木雕、桐乡蓝印花布等非遗的传承保护和二次开发搭建优质平台。浙江省非遗衍生品生活主题馆以“再现·再造·再生”为主题，强调非遗衍生品与大众生活、商业贸易融合发展的重要性；中国美院打造的“最设计”展区更是首次将设计课堂搬入展厅，客商、顾客在选购商品的同时能看到一件件文创产品的“生产流水线”。

一切的精彩，似乎都在叙述着，义乌已经有能力，把才华、创意变成成熟的产业，而这，正是当初那个“小商品之都”最缺乏的地域特色和原创能力。

从代工到原创

“不倒翁”茶杯、补水仪、手触离子灯、水舞烛……在国际商贸城的义乌小样达客网络科技有限公司展示区中，一系列外观时尚、设计新颖的家具产品引得顾客纷纷驻足。

观察近几年的文交会，商品越来越新颖别致，文化渗透力越来越强。

义乌有着发达的商品资源，集聚着7.5万个商户、25万家中小企业，号称“只有你想不到的，没有你买不到的”。过去，义乌小商品一直是单纯生产加工，没有自己的创意设计，附加值很低。想要轉型，义乌必须摆脱创意设计缺失、文化味不足的短腿，但困难重重：当地的文创团队虽说不少，但大多被市场牵着走，创意水平不高，而且更多商户习惯了模仿。义乌创新设计产业协会会长李丹坦言：“时间一长就被人家仿造走了。”

“迈出第一步是最难的，因为创意、设计不会在短期内给商家带来利益。”义乌法蓝文化创意有限公司运营长助理王超男说，公司自2015年入驻义乌国际商贸城以来，目标是为小商品厂家、商户提供一个和设计师对接的平台。现在，越来越多小商品生产商看到了“文创”的重要性。

事实上，义乌文交会在2014年第9届转型升级之际，围绕文化产业“新业态、新技术、新产品、新概念、新工艺、新设计”的“六新”概念，紧紧抓住文化创意和设计服务的融合特性，已经开始打造全产业链生态化营销模式了。

文化创意和设计服务作为纽带，不仅为传统生产企业提供优质的创意、产品设计、包装设计、工业设计等，促进产品附加值提升，而且还为动漫游戏企业衍生品开发、文化文物单位文创产品开发、非遗和工美领域的中国传统文化元素二次开发创意产品提供服务。同时，又可以获得第一手市场反馈信息，了解市场需求，并且通过生产企业熟悉文化产品领域的工艺流程、工艺特点等讯息，从而降低设计成本和研发成本。另外，开发出来的动漫游戏衍生品、文化文物单位文创产品、非遗和工美创意产品，为生产企业提供了市场“新蓝海”。

是的，一个曾经只是“代工厂”的地方，已经成为原创文化输出、版权资源丰富的“文化金库”。

从外销到交流

本届文交会上，另一个有意思的场景是一场由国际木文化学会组织的木雕展。64个国家90位艺术家的200余件作品，风格各异，体现出浓郁的民俗传统、精神气质和匠心独运。此外，还有“一带一路”国际艺术展也吸引了不少人的目光。艺术展汇集了来自俄罗斯、乌克兰、西班牙、意大利、波兰以及中国的多位写实主义油画大师在各个时期的30余幅优秀作品，令艺术爱好者们惊喜不已。

相比往届，此次展会更加国际化。在一会之内饱览各国风情，让很多客商也发现了商机。

“之前没有想到这次来能看到这么多国家的文化展，收获很多。”来自衢州的客商郑子阳说，自己从事与中美文化商贸交流相关的工作，因为文化的差异，如何把美国文化“本地化”是他最头疼的问题，“看到国外的展览反响竟然能这么好，对我也有一些启发。”

曾经单纯的外销，今天是既有“走出去”、又有“引进来”的对外交流，其背后，就是在转型当口，义乌人开始思考，自己所处的这座城市，文化特质究竟是什么，文化根基在哪？难道，只是那如山如海一般的小商品吗？

深厚的商業传统为义乌的文化发展勾画了大致的轮廓与方向。而更密切的国际文化交融、更深刻的传统文化发掘，正在义乌悄然勃兴。颜乌故里、二乔故里、骆宾王墓、容安古堂等文化资源像珍珠般串兜在义乌大地上，传统底蕴丰厚。

有专家说，义乌文交会搭建创意与产业碰撞的平台，这里不单单是文化产品和文化活动的秀场。当创意设计与文化产业相遇，呈现的是一种融入生活的时尚理念。

从小商品之城，再到“产品+文化”，最后到城市的气质塑造。当12岁的文交会与义乌的融合越来越深入，小商品之都的文化嬗变的灿烂前景也就更加值得期待。

Yiwu， a city in central Zhejiang， is now a star city at home and abroad. It is best known as the worlds largest marketplace of household commodities. It has been exporting small commodities all over the world. As the Belt & Road Initiative is going all the rage， Yiwu is now a key departure port for made-in-China commodities transported by the rail all the way through the Eurasia to reach various destination cities such as Madrid and London in Europe. The city has witnessed tremendous changes that have taken place in China and transformed the ancient oriental country thanks to the modernization drive since the late 1970s.

As a marketplace， Yiwu has seen tremendous changes in itself. It has grown in size， and it has upgraded itself many times； the goods it sells to the world have increased in great variety and quantities； they are of better quality and better design； and its reach into the world has become wider， deeper， and broader.

Innovative designs have been appearing in greater numbers， adding a special cultural touch to the goods China makes and trades to the world， as teied by the 12th China Cultural Products Trade Fair held in Yiwu toward the end of April 2017.

At the trade fair， four series of new design were quite eye-catching. The series drew inspiration from burial objects unearthed from the mausoleum of Marquis of Haihun， one of the biggest archaeological digs in recent years. The news on the well preserved cemetery was first released at the end of 2015. Shortly after the discoveries of rare and precious relics， a group of designers in Jiangxi reached out and got the authorization from Jiangxi Archaeology Institute. They developed stationery and digital products that reflect the ancient inspirations as seen in the unearthed burial objects from the cemetery.

The four series were not an exception at the trade fair this year. As a matter of fact， more than 80 museums and art galleries across China brought their cultural designs to the trade fair in hopes of catching buyers eyes.

“Our new designs were all inspired by the items in our collections. Chinas history and culture do inspire. We know Yiwu is strong in design， product development and manufacturing and it is a marketplace of global influences. Thats why we organized so many museums and art galleries to be here at the trade fair，” observed Zhou Ming， vice director of the China Center for Cultural Relics Exchanges.

What he says about Yiwu is right. The market city boasts 75，000 trade shops and 250，000 manufacturers. The citys business catchphrase is “Name it and we have it”. Yiwu used to sell things cheap and without new designs. In early years of Yiwu， most manufacturers represented in Yiwu were， in a sense， copycats. But competition has long since made businesses in Yiwu want to design their own products. The first big change came in 2014 when the city proposed to introduce new design and culture into the things they make and sell.

The first step was difficult. Many businesses simply didnt know where to find a qualified designer. Designers made themselves known. Nowadays， designs are innovative and fast， reflecting cultural touches from the past and the present and from overseas. Nowadays， designing goes into every part of commodities： designs get concepts， ideas and inspirations from various cultural fields； designs go into products and packing； designs add value. Also featured at the trade fair were products inspired by electronic games， cartoons， and animation films， intangible cultural heritages.

Yiwu used to sell goods made by outsourced manufacturers. Nowadays， it exports cultural products designed by Chinese. The trade fair exhibited a large number of copyrights of cultural products.

The annual event in Yiwu has long since become a window on the world. At the trade fair this year， 90 artists from 64 countries displayed a total of over 200 woodcarving artworks， which attracted the attention of Chinese visitors. Also on display were 30 some oil paintings in realist style by artists of Russia， Ukraine， Spain， Italy and Poland as well as China. Zheng Ziyang， a businessman engaged in cultural exchanges and trade between China and USA， got inspired by the exhibits. He had been trying to find a way to localize American culture in Quzhou in the southwest of Zhejiang. The differences between China and the USA had been a big headache. The warm reception of foreign artworks at the trade fair gave him new ideas.