习近平总书记致中国外文局成立 70 周年的贺信

General Secretary Xi Jinping's congratulatory letter to the 70th anniversary of the founding of the Foreign Language Bureau of

China (FLBC)

值此中国外文局成立 70 周年之际，我谨向你们表示热烈的祝贺！向辛勤工作在

国际传播一线的中国外文局全体干部职工，向关心支持中国国际传播事业的外国专家

和友人，致以诚挚问候！

70 年来，中国外文局对外全面宣介中国发展变化，积极促进中外友好交流，为讲

好中国故事、传播好中国声音发挥了重要作用。新形势下，中国同世界的联系日益紧密。

希望中国外文局以建局 70 周年为新的起点，把握时代大势，发扬优良传统，坚持守

正创新，加快融合发展，不断提升国际传播能力和水平，努力建设世界一流、具有强

大综合实力的国际传播机构，更好向世界介绍新时代的中国，更好展现真实、立体、

全面的中国，为中国走向世界、世界读懂中国作出新的更大的贡献。

习近平

2019 年 9 月 4 日

让世界爱上中国瓷

01

Content 目录

19-28 核心优势

MAIN ADVANTAGES

03-18 平台介绍

PLATFORM INTRODUCTION

29-50

BUSINESS AND SERVICES

业务形态

51-62

APPLICATION SCENARIOS

瓷区赋能

02

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

平台介绍中国瓷国际传播贸易平台 PLATFORM INTRODUCTION

目

录

03

背景介绍

BACKGROUND

PLATFORM POSITIONING

平台定位

MARKET OVERVIEW

市场概况

04

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

背景介绍

中国外文出版发行事业局（China Foreign Languages Publishing Administration)，

简 称 中 国 外 文 局， 又 称 中 国 国 际 传 播 集 团（China International Communications

Group），英文缩写为 CICG，中国外文局是中共中央所属副部级单位，是承担党和国

家书刊网国际传播任务的新闻出版机构，是中国历史最悠久、规模最大的综合性专业

国际传播机构。

中国外文局在 14 个国家和地区设有 26 家驻外机构，发行到世界 180 多个国家和

地区，网络受众遍及世界各地。

中国图书贸易有限公司（法兰克福）

国图集团公司东京联络事务所（东京）

人民中国杂志社东京支局（东京）

人民画报社莫斯科分社（莫斯科）

中国报道杂志社曼谷分社（曼谷）

和平图书有限公司（香港）

长城书店（布鲁塞尔）

泰晤士语言教育有限责任公司（伦敦）

常青图书（英国）有限公司（伦敦）

光华书店（伦敦）

中国网伦敦微传播工作站（伦敦）

百周年出版社（巴黎）

凤凰书店（巴黎）

今日中国杂志社中东分社（开罗）

中非传媒出版有限公司（约翰内斯堡）

中国规模最大的综合性专业国际传播机构

CHINA'S LARGEST COMPREHENSIVE AND SPECIALIZED

INTERNATIONAL COMMUNICATIONS AGENCY

05

06

华媒（美国）国际集团公司（旧金山）

常青图书（美国）有限公司（旧金山）

中国书刊社（旧金山）

长河出版社（旧金山）

中国图书贸易（加拿大）有限公司（多伦多）

文昊汉思中文教育公司（多佛）

北京周报社北美分社（纽约）

长城书店（洛杉矶）

中国网墨西哥城传播工作站（墨西哥城）

今日中国杂志社秘鲁代表处（利马）

今日中国杂志社拉美分社（墨西哥城）

中国对外书刊出版发行中心 当代中国与世界研究院 中国国际图书贸易集团公司 中国互联网新闻中心（中国网） 直属单位 （国际传播发展中心） 中国外文局西欧与非洲传播中心 中国外文局美洲传播中心（北京周报社） （今日中国杂志社）

中华全国世界语协会 中国翻译协会 主管协会 北京博声国际文化交流有限公司 北京熙方国际数字文化传播有限公司 中国外文局服务中心 中国外文局教育培训中心 中国外文局文化传播中心 中国外文局翻译院 朝华出版社有限责任公司 海豚出版社有限责任公司 中国画报出版社有限责任公司 新星出版社有限责任公司 华语教学出版社有限责任公司 新世界出版社有限责任公司 外文出版社有限责任公司 中国外文局亚太传播中心（人民中国杂志社、中国报道杂志社） 中国外文局东欧与中南院传播中心（人民画报社）

中国网拥有独立的新闻采编、报道、发布权。

国家重大新闻事件现场，我们第一时间发出声音。

中国网是国务院新闻办公室新闻发布会独家中英文网络直播发布网站。

中国网与数百名国内外知名专家学者合作，独家编发各类原创观点政策解读。

近千位中外大使、政要学者、各界名人做客中国网，接受访谈。

权威

独家

中国互联网新闻中心（China Internet

Information Center, CIIC），是国务院新

闻办公室领导，中国外文出版发行事业

局管理的中央重点新闻网站。自 2000 年

成立以来，陆续实现了用中、英、法、西、

德、日、俄、阿、韩、世界语 10 个语

种 11 个文版，访问用户覆盖全球 200 多

个国家和地区，在 Facebook、Twitter、

Instagram 等 6 大国际主流社交平台开设

10 个账号，粉丝总数近 9000 万，成为中

国进行国际传播、信息交流的重要窗口。

打造以“中国 3 分钟”等多语种短视频

为龙头的国际传播产品矩阵，运营社交

媒体账号；自主开发 20 余个客户端产品。

中国网

中国互联网新闻中心（中国网）

- 中央重点新闻网站

CHINA INTERNET INFORMATION CENTER (CHINA.ORG.CN) –

THE AUTHORIZED GOVERNMENT PORTAL SITE TO CHINA

国际化 背景介绍

07

中国网主页（www.china.com.cn）

China Internet Information Center (CIIC) is

established under the administration of the

State Council Information Office and the

China International Communications Group

(CICG) in Beijing. Since its establishment

in 2000, CIIC has offered 11 editions in

10 languages, including Chinese, English,

French, Spanish, German, Japanese, Russian,

Arabic, Korean, and Esperanto, with its reach

spanning over 200 countries and regions

worldwide. CIIC manages 10 accounts on

six major international social media platforms,

including Facebook, Twitter, and Instagram,

with a total of nearly 90 million followers,

making it a significant window for China's

international communication and information

exchange. In addition, CIIC has established a

leading matrix of international communication

products anchored by multilingual short videos

such as \"China in 3 Minutes.\" It also operates

social media accounts and has independently

developed over 20 client-side products.

08

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

贯彻落实习近平文化思想

推进对外文化贸易高质量发展

IMPLEMENTING XI JINPING THOUGHT ON CULTURE, AND

PROMOTE THE HIGH-QUALITY DEVELOPMENT OF FOREIGN

CULTURAL TRADE

背景介绍

2023 年 10 月 7 日至 8 日，全国宣传思想文化工作会议在北京召开，

首次提出“习近平文化思想”

党的十八大以来，习近平总书记把宣传思想文化工作摆在治国理政的重要位置，就文化建设提

出了一系列新思想新观点新论断，构成了习近平新时代中国特色社会主义思想的文化篇，形成了

习近平文化思想。

Since the 18th CPC National Congress, General Secretary Xi Jinping has placed great emphasis on work related to

public communication and cultural work in the governance of the country. He has put forward a series of new ideas,

perspectives, and assertions on cultural construction, forming the cultural component of Xi Jinping Thought on

Socialism with Chinese Characteristics for a New Era, also known as Xi Jinping Thought on Culture.

On 11 October 2023, General Secretary Xi Jinping came to Jingdezhen, Jiangxi Province to visit, which is the first

domestic visit of the General Secretary after Xi Jinping's cultural thought was formally put forward. In the Tao

Yang Li historical and cultural district, he learned in detail about the protection and inheritance of ceramic culture,

pointing out that \"China's excellent traditional culture has never been cut off since ancient times, ceramics is a

Chinese treasure, is an important business card of Chinese civilisation\", and urging everyone to \"make the beautiful

business card of the 'millennium porcelain capital' brighter\". ' this beautiful business card polished more brightly\".

ON OCTOBER 7-8, 2023, THE NATIONAL CONFERENCE ON PROPAGANDA, IDEOLOGY, AND CULTURE WAS HELD IN

BEIJING, WHERE FOR THE FIRST TIME, XI JINPING THOUGHT ON CULTURE WAS PROPOSED.

XI JINPING POINTED OUT THAT THE EXCELLENT TRADITIONAL CHINESE CULTURE HAS NEVER BEEN BROKEN

SINCE ANCIENT TIMES, CERAMICS IS A CHINESE TREASURE, IS AN IMPORTANT BUSINESS CARD OF CHINESE

CIVILISATION.

2023 年10月11日，习近平总书记来到江西景德镇考察，这是习近平文化思想正式提出之后总

书记首次国内考察。在陶阳里历史文化街区，他详细了解陶瓷文化保护与传承情况，指出“中华

优秀传统文化自古至今从未断流，陶瓷是中华瑰宝，是中华文明的重要名片”叮嘱大家要“把‘千

年瓷都’这张靓丽的名片擦得更亮”。

习近平指出，中华优秀传统文化自古至今从未断流，陶瓷是中华瑰宝，

是中华文明的重要名片。

09

PROMOTE THE HIGH-QUALITY DEVELOPMENT OF FOREIGN CULTURAL TRADE

PROMOTING THE DEVELOPMENT OF HERITAGE AND INNOVATION IN THE ARTS AND CRAFTS INDUSTRY

IMPLEMENTING THE SPIRIT OF THE THIRD PLENARY SESSION OF THE 20TH CENTRAL COMMITTEE AND

FOCUSING ON A STRONG SOCIALIST CULTURAL COUNTRY

推进对外文化贸易高质量发展 推动工艺美术行业传承创新发展

贯彻落实二十届三中全会精神，聚焦社会主义文化强国

-The Opinions on Promoting High-quality Development of Foreign Cultural Trade, jointly issued by 27 departments

including the Ministry of Commerce and China International Communications Group (CICG), emphasized the need

to establish a professional service platform for cultural trade covering the entire country, promote the export of

Chinese characteristic culture, enhance the international influence of Chinese cultural brands, and thereby facilitate

the introduction of Chinese culture to the world.

-The Ministry of Industry and Information Technology, the Ministry of Human Resources and Social Security,

and the Ministry of Culture and Tourism jointly issued the \"Guiding Opinions on Promoting the Inheritance and

Innovative Development of the Arts and Crafts Industry\", proposing that by 2030, the comprehensive innovation

capabilities of China's arts and crafts industry will be significantly strengthened, with steady growth in the scale of

the industry, marked improvements in the levels of digitization, greening, and integration, as well as a substantial

enhancement in resource support capabilities, and the effects of expanding domestic demand and promoting

consumption will become even more evident.

-The Third Plenary Session of the 20th CPC Central Committee proposed to improve the institutional

mechanism for the development of cultural undertakings and industries, promote cultural prosperity,

enrich the spiritual and cultural life of the people, enhance the country's cultural soft power and

the influence of Chinese culture, and build a more effective international communication system.

-Improve the system for promoting the deep integration of the real economy and the digital economy, accelerate

the construction of institutional mechanisms for promoting the development of the digital economy, and develop

industrial Internet platforms. It will also develop industrial Internet platforms and create internationally competitive

digital industry clusters.

·商务部、中国外文局等 27 部门《关于推进对外文化贸易高质量发展的意见》中强调，要建成

覆盖全国文化贸易的专业服务平台，推动中华特色文化走出去，以此来提高我国文化品牌的国

际影响力，从而带动中华文化走向世界。

·工业和信息化部、人力资源社会保障部、文化和旅游部等三部门联合印发《关于推动工艺

美术行业传承创新发展的指导意见》，提出到 2030 年，我国工艺美术行业综合创新能力明显

增强，行业规模稳定增长，数字化、绿色化、融合化发展水平和要素保障能力显著提升，扩内需、

促消费作用更加凸显。

·党的二十届三中全会提出：健全文化事业、文化产业发展体制机制，推动文化繁荣，丰富人

民精神文化生活，提升国家文化软实力和中华文化影响力 ,构建更有效的国际传播体系。

·健全促进实体经济和数字经济深度融合制度，加快构建促进数字经济发展体制机制，发展

产业互联网平台。打造具有国际竞争力的数字产业集群。

10

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

平台定位

中国瓷平台设立目标：

推动中国瓷文化走向世界

ESTABLISHING AN OVERARCHING OBJECTIVE:PROMOTE THE

GLOBAL RECOGNITION OF CHINESE PORCELAIN CULTURE

为深入贯彻落实习近平文化思想，推

动中华文化走出去、促进文明交流互鉴的

重要指示精神，中国互联网新闻中心（中

国网）重磅打造中国网中国瓷频道，作为

国家级瓷类数字文化产业平台，中国网中

国瓷频道 (ci.china.com.cn)以国际传播、

国际交流、数字溯源三大平台为抓手，围

绕国瓷臻选工程，通过国际数字贸易平台，

最终实现中国陶瓷全球产业化发展。中国

瓷平台发挥中国外文局、中国网等外宣传

播渠道平台优势，创新中国瓷文化艺术国

际表达，将中国瓷文化产业与艺术、传播、

科技领域有机结合，并以中外文化交流、

文明互鉴、提升中华影响力为核心使

命，推动中国瓷文化走向世界，走进

千家万户。

中国瓷平台通过打通瓷器文化产

业链，围绕景德镇、德化、醴陵等瓷

都名镇及钧瓷、汝瓷等瓷器品类，联

合国家级工艺美术大师及非遗传承人，

打造大师 + 国礼 + 生活 + 文创艺术品

生态圈，从艺术瓷延展到生活瓷，让

用户在使用中有文化的优越感，推进

中国瓷文化专业化、产业化、市场化、

国际化战略方向，通过贸易平台让中

国瓷走向世界。

11

The China Porcelain Channel of China Internet

Information Center (CIIC), a national digital cultural

industry platform dedicated to ceramics, has been

established to thoroughly implement Xi Jinping

Thought on Culture and to carry forward the important

directive spirit of promoting the internationalization of

Chinese culture and fostering exchanges and mutual

recognition among civilizations. With three key

platforms as its focus: international communication,

international exchange, and digital traceability, and

centering on the National Porcelain Premium Selection

Project, the platform (ci.china.com.cn) aims to achieve

the global industrialization of Chinese porcelain

through an international digital trade platform.

Leveraging the platform advantages of CICG and

China.org.cn in international communication and

dissemination channels, the platform innovates the

international expression of Chinese porcelain culture

and art, integrating traditional Chinese porcelain culture

and industry with art, communication, and technology.

Its core mission is to facilitate cultural exchanges

between China and foreign countries, foster mutual

appreciation of civilizations, enhance China's

influence, and promote Chinese porcelain culture

to the world, touching the lives of every family.

By integrating the entire porcelain cultural

industry chain, the Platform focuses on renowned

porcelain towns such as Jingdezhen, Dehua, and

Liling, as well as various porcelain types like Jun

Porcelain and Ru Porcelain. By collaborating

with \"Chinese master of arts and crafts\" and

inheritors of intangible cultural heritage, it

creates an ecosystem encompassing masterpieces,

national gifts, daily life items, and cultural

and creative artworks. Extending from artistic

porcelain to daily-use porcelain, it enables users

to experience cultural pride while using the

products. The Platform advances the strategic

direction of professionalization, industrialization,

marketization, and internationalization of Chinese

porcelain culture, and enables Chinese porcelain to

reach the world through trade platform.

12

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

由于缺乏统一的生产和质量标准，市场上的瓷器产品质量参差不齐，制约了整个行业

的工业化量产的规模化发展。中国瓷平台将牵头相关监管部门与行业协会共同建立行

业标准，促进行业规模化发展。

由于缺乏统一的价格指导原则和市场监管机制，瓷器产品的价格存在较大的差异和波

动性。中国瓷平台将根据相关标准，给出建议零售价，为瓷器产品锚定价格标准。

由于传统工艺美术产业方面缺乏品牌意识，大多仍采用传统口碑销售等产品营销方式，

缺少产品包装和商标注册等品牌建设。中国瓷平台发挥自身公信背书、自身媒体优势

及外宣能力，扶植一批在国内外具有竞争力和影响力的品牌。

制定行业标准 DEVELOPING INDUSTRY STANDARDS

锚定价格体系 ANCHOR THE PRICING SYSTEM

强化国瓷品牌力 STRENGTHEN BRAND STRENGTH

中国瓷平台针对行业痛点提供全方位

解决方案

ADDRESSING INDUSTRY CHALLENGES WITH A COMPREHENSIVE

RANGE OF SOLUTIONS

Due to the lack of unified production and quality standards, the quality of porcelain products on the market varies

significantly, thus restricting the scaled development of industrialized mass production across the entire industry. We

will take the lead in collaborating with relevant regulatory departments and industry associations to establish industry

standards, thereby promoting the scaled development of the industry.

Due to the lack of unified pricing guidelines and market regulatory mechanisms, there are significant differences and

fluctuations in the prices of porcelain products. We will provide suggested retail prices based on relevant standards,

aiming to anchor the pricing standards for porcelain products.

Due to the lack of brand awareness in the traditional arts and crafts industry, most still rely on traditional marketing

methods such as word-of-mouth sales, lacking product packaging, trademark registration, and other brand-building

efforts. We leverage our credibility, media strengths, and international promotion capabilities to foster a group of

competitive and influential brands both domestically and internationally.

平台定位

13

14

由于产业链供需信息不对称，行业大部分企业尚未建立现代经营理念，没有形成完善、

强大的产业链。中国瓷平台通过自身产业互联网的构建，拉通上下游供应链，同时结

合电商、展会、体验店、品牌出海等多方面拉通全球贸易通道。

瓷器产业中许多企业仍然停留在传统的手工制作和管理模式，缺乏对数字化技术的了

解和应用，这限制了产业的创新能力和市场竞争力。中国瓷平台将从互联网平台入手，

从设计、生产到贸易全链条推进瓷类产业数字化发展。

通渠道促贸易 EXPAND TRADE CHANNELS

推进产业数字化 PROMOTE INDUSTRIAL DIGITIZATION

Due to the asymmetry of supply and demand information in the industry chain, most enterprises in the sector have

not yet established modern business philosophies and have not formed a complete and robust industry chain. We,

by constructing our own industrial internet, connect upstream and downstream supply chains, and simultaneously

leverage various avenues such as e-commerce, exhibitions, experience stores, and brand globalization to open up

global trade channels.

Many enterprises in the porcelain industry still persist in traditional manual production and management modes,

due to their lack of understanding and application of digital technologies, which constrains the industry's innovation

capability and market competitiveness. We will start with an internet platform, thereby promoting the digital

development of the porcelain industry across the entire chain from design, production to trade.

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

平台定位

业务体系：“媒展播跨区产”

一体化服务及贸易体系

BUSINESS SYSTEM: INTEGRATED SERVICE

AND TRADE SYSTEM COMBINING MEDIA,

EXHIBITION, COMMUNICATION, CROSSINDUSTRY, PORCELAIN TOWNS AND INDUSTRY

融媒体传播平台

会展活动平台

电商直播平台 跨界合作平台

壹

壹

贰 贰

叁 肆

·中国网中国瓷频道

·中国瓷新媒体矩阵（微信、抖音、小红书）

·全球线下户外媒体

·讲好中国故事大赛

·峰会 / 论坛 / 会展

·国际交流 / 研学游

·收藏 / 拍卖

·电商平台

·小程序

·电商直播

·海外直播

·大师国礼

·生活精品

·文创佳品

·茶酒跨界

媒

展

INTEGRATED MEDIA PLATFORM

EXHIBITION ACTIVITY PLATFORM

E-COMMERCE LIVESTREAMING PLATFORM CROSS-INDUSTRY COLLABORATION PLATFORM

15

瓷区运营平台 产业发展平台

叁

肆

伍

陆

伍 陆

·大师企业合作

·瓷品甄选

·瓷区风采

·品类拓展

·商场 / 机场文创店

·文旅 / 数字直播基地

·省级产业中心

·中国瓷产业园

中国瓷平台

播

跨

区

产

16

PORCELAIN DISTRICT OPERATION PLATFORM INDUSTRIAL DEVELOPMENT PLATFORM

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

市场概况

市场概况：陶瓷市场规模近万亿

MARKET OVERVIEW: THE PORCELAIN MARKET SIZE IS NEARLY A

TRILLION

我国总产量世界第一

CHINA'S TOTAL PRODUCTION OF PORCELAIN IS THE LARGEST IN THE WORLD

·据资料显示，2022 年我国日用陶瓷行业市场产量约为 673.9 亿件。2022 年全球陶瓷

市场规模约 8287 亿元人民币，预计未来将持续保持平稳增长的态势，到 2029 年市场

规模将接近 10940 亿元人民币。

·据《2022—2026 年艺术陶瓷市场现状调查及发展前景分析报告》数据，我国是全球

艺术陶瓷和日用陶瓷第一生产和消费大国，产量分别占全球总量的 65% 和 70%。

·《2023 元正文化·胡润全球十大艺术陶瓷城市》排行榜中，中国占据五席，分别是

景德镇、德化、醴陵、潮州和宜兴。

-According to the data, the production volume of China's daily-use porcelain industry in 2022 stood at approximately

67.39 billion pieces. The global porcelains market value in 2022 was about 828.7 billion yuan, and it is anticipated

to sustain a steady growth trend, approaching 1,094 billion yuan by 2029.

-According to the data from the \"2022-2026 Art Ceramics Market Trends and Development Prospects Analysis

Report\", China stands as the world's leading producer and consumer of both art ceramics and daily-use ceramics,

accounting for 65% and 70% of global production respectively.

-China claims five spots on the \"2023 Yuanzheng Culture-Hurun Top 10 Art Ceramic Cities\" list, including

Jingdezhen, Dehua, Liling, Chaozhou, and Yixing.

壹

17

全球陶瓷市场稳步扩张

STEADY EXPANSION OF THE GLOBAL PORCELAIN MARKET

·根据弗若斯特沙利文数据，2021 年全球先进陶瓷市场规模达到 3818 亿元。

·2023 年全球陶瓷餐具和玻璃器皿市场销售额达到了 259.8 亿美元。

·《2023年中国文物艺术品拍卖市场报告》显示，2023年瓷器杂项上拍 13.87万件 /套，

成交 8.54 万件 / 套，成交额为 137 亿元。

-According to Frost & Sullivan, the global advanced ceramic materials market reached $381.8 billion in 2021.

-In 2023, the global ceramic tableware and glassware market sales reached $25.98 billion.

-The Chinese Cultural Relics and Works of Art Auction Market Report 2023 indicates that in 2023, 138,700 pieces/

sets of porcelain and miscellaneous ceramics were put up for auction, with 85,400 pieces/sets successfully sold,

achieving a total transaction value of 13.7 billion yuan.

叁

以景德镇为例

EXAMPLE: JINGDEZHEN

·截至 2022 年底，景德镇引进或扩能先进陶瓷产业项目共 54 个，其中，投资亿元以

上项目 40 个，占比达 74%。

·2022 年景德镇陶瓷工业总产值达 665.37 亿元，同比增长 28.95%；规模以上陶瓷企

业 203 家，同比增长 45%。

·2023 年全市陶瓷工业总产值达到 861.25 亿元，实现三年倍增。

·景德镇打造世界著名陶瓷文化旅游目的地。三年来接待游客 1.57 亿人次，实现旅游

综合收入 1551.54 亿元。

-By the end of 2022, Jingdezhen had introduced or expanded 54 advanced porcelain industry projects, among which

40 projects with investments exceeding 100 million yuan accounted for 74%.

-In 2022, the total industrial output value of Jingdezhen's porcelain industry reached 66.537 billion yuan,

representing a year-on-year increase of 28.95%. There were 203 porcelain enterprises meeting the designated size

criteria, representing a year-on-year increase of 45%.

- In 2023, the total industrial output value of the city's porcelain industry reached 86.125 billion yuan, achieving a

threefold increase over the past three years.

- Jingdezhen aims to establish itself as a world-renowned destination for porcelain cultural tourism. In the past three

years, it has welcomed 157 million visitors and achieved a comprehensive tourism income of 155.154 billion yuan.

贰

18

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

核心优势中国瓷国际传播贸易平台 MAIN ADVANTAGES

目

录

19

公信背书

PUBLIC CREDIBILITY

LARGE USER BASE

用户覆盖

INTERNATIONAL EXCHANGE

国际交流

INTERNATIONAL COMMUNICATION

国际传播

INTERNATIONAL TRADE

国际贸易

20

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

公信背书

公信力优势：国家级宣传阵地，强大的品牌

背书与核心影响力

PUBLIC CREDIBILITY: NATIONAL-LEVEL PUBLICITY POSITION,

POWERFUL BRAND ENDORSEMENT AND CORE INFLUENCE

中国外文出版发行事业局（中国国际传播集团）

CHINA INTERNATIONAL COMMUNICATIONS GROUP (CICG）

中国外文局前身是成立于 1949 年 10 月的中央人民政府新闻总署国际新闻局，是

在毛泽东、周恩来、陈毅等老一辈无产阶级革命家的亲切关怀和直接领导下创办的。

是承担党和国家对外宣介任务的国际传播机构，是中共中央直属事业单位。

为深入贯彻落实习近平总书记关于加强和改进国际传播工作重要讲话以及致外

文局贺信精神，进一步加强国际传播能力建设、提升国际传播效能，经中宣部批准

同意，中国外文局调整了对外名称，由“中国国际出版集团”（China International

Publishing Group，简称 CIPG）变更为“中国国际传播集团”（China International

Communications Group，简称 CICG）。

The predecessor of China International Communications Group (CICG) is the International News Bureau — a

division of the Central People's Government Press and Publication Administration, founded in October 1949 under

the leadership of prominent proletarian revolutionaries such as Mao Zedong, Zhou Enlai, and Chen Yi. It is an

international communication institution responsible for promoting the Party and the country externally, and is a

public institution directly under the Central Committee of the Communist Party of China.

To thoroughly implement the important speech of General Secretary Xi Jinping on strengthening and improving

international communication work and the spirit of the congratulatory letter to CIPG, and to further strengthen the

capacity-building of international communication and enhance its effectiveness, with the approval of the Publicity

Department of the CPC Central Committee, CIPG has adjusted its external name from \"China International

Publishing Group\" (CIPG) to \"China International Communications Group\" (CICG).

21

中国互联网新闻中心

CHINA INTERNET INFORMATION CENTER (CIIC)

中国互联网新闻中心于 2000 年 11 月正式挂牌，时任国务院新闻办主任赵启正、

中直工委副书记伍绍祖、中宣部副部长王晨、国务院新闻办副主任兼外文局局长杨正

泉出席挂牌仪式并为中国互联网新闻中心揭牌。其前身是中国网 (中央重点新闻网站 )，

中国网始建于 1997 年，是用十个语种十一个文版对外发布信息的 \" 超级网络平台 \"，

其读者分布在世界 200 多个国家和地区。

China Internet Information Center (CIIC) was officially inaugurated in November 2000. Zhao Qizheng, then director

of the State Council Information Office, Wu Shaozu, then deputy secretary of the Party Leadership Group of the

CPC Central Committee Propaganda Department, Wang Chen, then deputy head of the CPC Central Committee

Propaganda Department, and Yang Zhengquan, then deputy director of the State Council Information Office and

director of the Foreign Languages Press Bureau, attended the inauguration ceremony and unveiled the plaque for

CIIC. Its predecessor was China.org.cn, a centrally-administered news website under the CPC Central Committee,

which was founded in 1997. It is a “super network platform” releasing information in eleven versions in ten

languages, with its readers distributed in more than 200 countries and regions worldwide.

22

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

用户优势：中国网用户覆盖全球 200 多个

国家和地区

LARGE USER BASE: CHINA.ORG.CN COVERS USERS IN OVER 200

COUNTRIES AND REGIONS WORLDWIDE

中国网是权威事件的全球化、多语种直播平台。

目前已在美国、日本、俄罗斯、英国、墨西哥、澳大利亚 6个国家以及香港地区建立工作站。

访问用户覆盖全球 200 多个国家和地区，

境外访问量多年雄踞全国网站第一。

中国网用户年龄相对成熟，独立自主意识强，具有领袖风范。

China.org.cn is a globalized, multilingual live broadcast platform for authoritative events.

Currently, it has established workstations in six countries, including the United States, Japan, Russia, the United

Kingdom, Mexico, Australia, as well as Hong Kong.

Its users span more than 200 countries and regions around the world,

And its overseas visits have ranked first among all websites in China for many years.

Users of China.org.cn tend to be relatively mature in age, with a strong sense of independence and autonomy, and

possess leadership qualities.

用户覆盖

中国网用户数据

中国网

日均点击数

超 2.14 亿次

手机中国网

日均访问量

超 623 万次

中国网

页面浏览数（PV）

超 1.04 亿次

手机中国网

独立访客量

超 349 万人

中国网

境外访问量

约占总访问量 30%

境外主流社交媒体上

粉丝总数

近 9000 万人

23

国际传播优势：扎实推进中国故事和中国

声音的全球化表达

INTERNATIONAL COMMUNICATION: STEADILY PROMOTING THE

GLOBAL EXPRESSION OF CHINESE STORIES AND THE CHINESE

VOICE

国际传播

中国外文局与中国网的多年深耕国际传播，具有全球影响力的机构与网站，是全球网

民了解中国的最重要窗口，用户遍及 200 多个国家和地区，为中国瓷平台下一步全球

化传播奠定坚实基础。

Over the years, China International Communications Group (CICG) and China.org.cn have been deeply engaged in

international communication, establishing themselves as institutions and websites with global influence. They serve

as the most significant window for global internet users to understand China, with users distributed across more

than 200 countries and regions. This lays a solid foundation for the next step of global communication of the China

Porcelain International Platform (CPIP).

24

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

国际交流

国际交流优势：百余场有国际影响力的品牌

活动与交流活动

“联通世界·感知北京”北京—东京文化产业交流对接活动

G20 青年企业家联盟国际峰会 中日青年工商投资贸易平台

中国外文局和中国网始终致力于增进国际社会对中国的了解和认知，每年举办百余场国

际交流活动。借助国际交流对话平台，为中国瓷平台创造国际交流机会，拓宽产业视野，

同时众多交流活动可促进瓷器信物及国礼的线下传播。

25

INTERNATIONAL EXCHANGE: OVER ONE HUNDRED

INTERNATIONALLY INFLUENTIAL BRAND EVENTS AND EXCHANGE

ACTIVITIES

第二届国际青年北京论坛

金砖国家人文交流论坛 第十届中国企业全球形象高峰论坛

China International Communications Group (CICG) and China.org.cn have always been committed to enhancing the

international community's understanding and awareness of China, organizing over a hundred international exchange

events annually. Leveraging these international exchange and dialogue platforms, they create opportunities for the

China Porcelain International Platform (CPIP) to engage in international exchanges, thereby broadening the industry's

horizon. Meanwhile, numerous exchange activities can also promote the offline dissemination of porcelain relics and

national gifts.

26

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

国际贸易

国际贸易优势：依托 26 家驻外机构为中国

瓷快速铺设贸易通路

中国外文局下辖 21 家直属单位，主管 2 家全国性社会团体。在 14 个国家和地区

设有 26 家驻外机构，每年以 40 余种文字出版 3000 余种图书，以 14 个文种编辑

36 种多语种期刊，书刊发行到世界 180 多个国家和地区，网络受众遍及世界各地。

中国国际图书贸易集团有限公司 70 年来将 40 多种语言的近 20 亿册中国出版物，

发行到全球 180 多个国家和地区，在 100 多个国家和地区举办、参加了上千次国

际书展。

中国外文出版发行事业局驻外机构

27

INTERNATIONAL TRADE: LEVERAGING 26 OVERSEAS

INSTITUTIONS TO RAPIDLY ESTABLISH TRADE CHANNELS FOR

CHINESE PORCELAIN

-China International Communications Group (CICG) oversees 21 directly affiliated units and manages two national

social organizations. It has established 26 overseas institutions in 14 countries and regions. Every year, it publishes

over 3,000 books in more than 40 languages, edits 36 multilingual periodicals in 14 languages, and distributes

books and magazines to over 180 countries and regions worldwide, reaching a global audience through various

networks.

-Over the past 70 years, China International Book Trading Corporation has distributed nearly 2 billion copies of

Chinese publications in over 40 languages to more than 180 countries and regions worldwide. It has also organized

and participated in thousands of international book exhibitions in over 100 countries and regions.

中国国际图书贸易集团有限公司驻外机构

28

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

业务生态中国瓷国际传播贸易平台 BUSINESS AND SERVICES

目

录

29

跨界合作

CROSS-INDUSTRY COLLABORATION

融媒矩阵

FUSION MEDIA MATRIX PLATFORM

PORCELAIN DISTRICT MANAGEMENT

瓷区运营

EVENT MANAGEMENT

活动运营

OVERSEAS MARKETING

海外营销

LIVE STREAMING WITH PRODUCT SALES

直播带货

INDUSTRY HUB

产业中心

E-COMMERCE PLATFORM

电商平台

30

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

融媒体矩阵：线上线下构建综合传播能力

FUSION MEDIA MATRIX PLATFORM: BUILDING COMPREHENSIVE

COMMUNICATION CAPACITY THROUGH ONLINE AND OFFLINE

CHANNELS

以中国网中国瓷频道为主阵地，

从 PC、新媒体到线下媒介，同时全面整合各大中央媒体及新媒体，

赋能瓷类产业品牌推广、

内容运营、业务开拓等各项工作，

构建综合传播能力 , 向世界展示中国瓷风采。

Taking the Ci.china.com.cn as our primary platform, we intend to integrate a wide range of media channels, spanning

from PCs and new media to offline media, including major central media and new media outlets. This integration will

bolster the promotion of porcelain industry brands, enhance content operations, facilitate business development, and

carry out other related tasks, all with the goal of fostering comprehensive communication capabilities to showcase the

exquisite charm of Chinese porcelain to the world. 融媒矩阵

媒体90

全链路

国际传播矩阵

人民中国 | 今日中国 | 人民画报

品牌传播

深度访谈 | 品牌故事 | 专栏

户外传播

商圈 | 楼宇 | 高速 | 机场

中国网中国瓷频道

瓷类资讯 | 专题页面 | 文化宣导

新媒体运营

公众号 | 抖音 | 小红书

内容生产

图文 | 视频 | 广告种草 | 私域转化

31

SCENARIO-BASED MARKETING LEVERAGING GLOBAL OUTDOOR MEDIA

32

依托全球户外媒体 , 进行场景化营销

1. 线上联动：中国网中国瓷频道、外文局四大传播中心等

2. 国际化资源整合：中广协、《财经》杂志、美通社、亚洲

户外等

3. 全球户外场景联合：机场、高铁、城市地标、LED 大屏、

天桥、道旗、楼宇框架等

北京地铁 14 号线大望路站“璀璨光廊” 中国网中国瓷频道页面

纽约时代广场户外 LED 大屏广告 英国伦敦皮卡迪利广场户外 LED 大屏

《中国外文局亚太传播中心》页面

《中国外文局》重点期刊页面

《今日中国》页面

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

活动运营

活动运营：讲好中国瓷故事，

推动国际传播与交流

EVENT MANAGEMENT: TELLING THE STORY OF CHINESE

PORCELAIN TO PROMOTE INTERNATIONAL COMMUNICATION AND

EXCHANGE

“讲好中国故事”创意传播国际大赛是由中国外文局主办、当代中国与世界研究院及

中国互联网新闻中心承办的国际赛事。2024“讲好中国故事”创意传播国际大赛将设

立中国瓷专项赛，由中国网中国瓷频道承办，旨在通过创新性的传播方式和手段，以

瓷为媒，向世界展现多彩中国，让更多的人了解中国瓷的历史渊源、艺术价值和文化

内涵，推动中国瓷文化国际传播与交流。

“讲好中国故事”创意传播国际大赛

（大赛网址：http://zggsds.china.com.cn/）

The International Creative Communication Competition for \"Telling China's Story Well\" is an international event

hosted by the China International Communications Group (CICG) and organized by the Institute of Contemporary

China and the World and China Internet Information Center (CIIC). The 2024 edition of this competition will

feature a special event focused on

Chinese porcelain, which will be

undertaken by Ci.china.com.cn.

The aim is to showcase the diverse

aspects of China to the world through

innovative communication methods

and techniques, using porcelain as

a medium. This will enable more

people to understand the historical

origins, artistic value, and cultural

significance of Chinese porcelain, and

ultimately promote the international

dissemination and exchange of

Chinese porcelain culture.

33

34

IP 活动强化产业发展，研学考察强化交流互通

IP ACTIVITIES TO STRENGTHEN INDUSTRIAL DEVELOPMENT, STUDY

TOURS TO ENHANCE COMMUNICATION AND INTEROPERABILITY

·宏观解读、微观分析，提供产业趋势市场环境决策参考

·高峰论坛、产业峰会，行业权威榜单瓷器器型博览展览

·高质发展，产链生态，定制品类发展产业集群研究报告

·每年 2 期大型峰会及论坛，每季度 1 期中小型沙龙

IP 活动

·图为第四届中国国际消费品博览会（2024 年 4 月海口）

上景德镇瓷器展示

·钧瓷、汝瓷等众多瓷器品类也在第二十届中国（深圳）

国际文化产业博览交易会上亮相

·以中国瓷频道深度报道拓展影响力，统一协调展位扩

大影响。

案例：消博会、文博会、陶瓷博览会……

·深入探寻中国传统陶瓷文化承载的厚重历史与文化底蕴

·亲眼目睹匠人精湛手工技艺及泥土在指尖的流转和变化

·了解中国陶瓷发展脉络、艺术风格以及背后的文化内涵

·定期举办研学活动，走进瓷区，走进企业，走近瓷大师

研学活动

·针对大师优质作品及国礼级作品联合保利拍卖等国际

拍卖行进行拍卖

·针对中高端器型产品联合海文交等艺术品交易所进行

摘挂牌交易

链接拍卖行及文交所

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

电商平台

电商平台：瓷类产品拓展电商市场将带来巨

大潜力和机遇

中国网中国瓷国际贸易数字平台

线上商城 小程序商城 数字藏品

E-COMMERCE PLATFORM: THE EXPANSION OF PORCELAIN

PRODUCTS IN THE E-COMMERCE MARKET WILL BRING

TREMENDOUS POTENTIAL AND OPPORTUNITIES

壹 贰 叁

瓷类产品在电商平台上处于爆发增长阶段，拥有巨大的市场前景，发展势头强劲，且有着

尚未被挖掘的广大用户流量。

·二级页面搭建自有

线上商城

·同步登陆京东、

天猫等电商平台

·建设国瓷臻选官方商城

·在全球打造“千城万店”

工程

·为产品建立数字身份证

·依托中网易云及海文交

平台进行交易

CHINA PORCELAIN INTERNATIONAL TRADE DIGITAL PLATFORM

Porcelain products are experiencing explosive growth on e-commerce platforms, with tremendous market prospects,

strong development momentum, and vast untapped user traffic.

35

中国瓷平台携手思美传媒

与狮头科技两大上市公

司，共同构筑起中国瓷电

商矩阵，融合传统电商的

深厚底蕴与直播电商的创

新活力，双轮驱动瓷企破

圈新机遇。

China Ceramic Platform has

p a r t n e r e d w i t h t w o l i s t e d

companies, Simei Media and

L i o n h e a d Te c h n o l o g y , t o

jointly establish an e-commerce

matrix for Chinese ceramics,

integrating the profound heritage

of traditional e-commerce with

the innovative vitality of live

streaming e-commerce, creating

a dual-drive approach to open up

new opportunities for ceramic

enterprises to break through their

existing circles.

直播带货：依托中国网抖音、快手等现有

粉丝，直播转化变现

抖音账号：中国网 + 中国网直播粉丝数量

中国网抖音矩阵总粉丝 7000 万 +

直播电商平台

5500 万 +

LIVE STREAMING WITH GOODS: LEVERAGING THE EXISTING

FANS OF CHINA.ORG.CN'S DOUYIN, KUAISHOU, AND OTHER

PLATFORMS, CONVERTING LIVE STREAMS INTO REVENUE

·抖音、微信视频号、快手直播带货

·小红书、朋友圈等引流

·签约有文化底蕴的 KOL、KOC 带货 直播带货

36

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

跨界合作

跨界合作：多层级产品系列，面对不同场景

与客群需求

定位：高价值、低存量

策略：主要通过拍卖行、摘挂牌、协

议价定制购买及平台 VIP 定制通道为

主要路径。

定位：轻奢、高端化、IP 品牌化

策略：线上联动抖音、小红书等电商直播

及财经杂志、凤凰 FM 等多平台聚合销售，

线下文创店集展会，形成多维度立体化的

贸易市场。

大师国礼 生活精品

CROSS-BORDER COOPERATION: MULTI-LEVEL PRODUCT SERIES

TO MEET THE NEEDS OF DIFFERENT SCENARIOS AND CUSTOMER

GROUPS

定位：瓷器 + 文旅

策略：重点为旅游、大型活动专项定制，

结合国瓷精品的贸易通路，形成多场景、

多价格层级的产品体系。

定位：瓷器 + 酒 / 茶 / 花等

策略：将瓷器与茶器、酒器、花器、瓷画

等进行跨界融合形成生活瓷产品。与知名

品牌联名推出跨界新产品，增加新的观赏

价值与收藏价值。

文创佳品 瓷 + 跨界融合

37

38

“瓷 +”跨界创融新兴 IP，品牌联动再起

国风国潮

\"PORCELAIN+\" CROSS-BORDER CREATION AND INTEGRATION

OF EMERGING IP, RE-IGNITING TRADITIONAL CHINESE STYLE

THROUGH BRAND COLLABORATIONS

跨界融合新 IP

NEW IP FOR CROSS-BORDER INTEGRATION

·当瓷器遇到茶道，会带来哪些惊喜，整合瓷器与茶行业资源，打造“主人杯”“茶

具”等产品，让瓷器赋予生活之美，展现东方生活美学。

·当瓷器遇到酒，会发生什么样的故事？整合酒行业资源，创意设计新酒器，展

现酒器之美。

·下图依次为“当德化瓷遇上安溪茶”“汾酒竹节杯”“国花瓷西凤酒”“古井

贡酒步步高升酒器”。

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

海外营销

海外营销：依托现有资源，四步完成全球

运营布局

OVERSEAS MARKETING: LEVERAGING EXISTING RESOURCES,

FOUR STEPS TO COMPLETE THE GLOBAL OPERATIONAL LAYOUT

壹

贰

出口贸易 EXPORT TRADE

海外营销 OVERSEAS MARKETING

依托中国外文局及国图集团海外现有贸易伙伴，以向海外销售产品

或服务为主。

一定基础后，在海外建立销售、营销团队，以及专属的产品和市

场策略。

根据产业特点布局中国瓷平台出海模式，依托中国外文局 / 中国网线下海外网点及

TikTok/ 亚马逊电商平台，从初期的出口贸易，建设团队的海外营销，到品牌地属化的

海外运营，完成全球运营布局。

Based on the unique characteristics of the porcelain industry, we will establish the overseas expansion model for the

China Porcelain International Platform (CPIP), leveraging the overseas resources and networks of China International

Communications Group (CICG)/China.org.cn and e-commerce platforms such as TikTok and Amazon. From the

initial export trade and overseas marketing efforts of our team to the localized overseas operation of the brand, we

will complete the global operation layout.

Relying on the existing overseas trading partners of China Foreign Language Bureau and

Guotu Group, mainly selling products or services overseas.

After a certain foundation, establish sales and marketing teams overseas, as well as exclusive

product and marketing strategies.

39

40

中国网海外五大平台布局，8 个语种，

9000 万 + 粉丝遍布全球 65 个国家和地区

叁

肆

海外运营 OVERSEAS OPERATIONS

全球化运营 GLOBAL OPERATIONS

规模扩大后，在海外有独立的本地化品牌、研发、生产、采购和物

流等职能。

全球一体化运营，形成全球生态合作与协同体系。

The five major overseas platforms of China.org.cn cover 8 languages, with over 90 million fans distributed across 65

countries and regions worldwide.

Scale up with independent localized branding, R&D, production, procurement and logistics

functions overseas.

Global integrated operation, forming a global ecological

cooperation and synergy system.

英语 德语 阿拉伯语 俄语 法语 韩语 日语 西班牙语

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

依托中国外文局国际交流活动

促进中国瓷国际贸易

中国外文局国际传播中心

PROMOTING INTERNATIONAL TRADE IN CHINESE PORCELAIN

THROUGH INTERNATIONAL EXCHANGE ACTIVITIES ORGANIZED

BY CHINA INTERNATIONAL COMMUNICATIONS GROUP (CICG)

第十一届中国企业全球形象高峰论坛现场 2023 年兰花奖国际文化论坛现场

中国瓷平台将结合中国外文局美洲、西欧与非洲、中东欧与中南亚、亚太四个国际区

域传播中心，拟定中东、欧洲、东南亚、澳洲、美洲展馆中心及合作机构，打造中国

网欧洲国瓷中心、中国网美洲国瓷中心、中国网澳洲国瓷中心等海外国瓷中心，搭建

中外文明交流平台，展现中华文化独特魅力。 海外营销

China Porcelain International Platform (CPIP) will collaborate with the four international regional communication

centers of China International Communications Group (CICG), namely those in the Americas, Western Europe

and Africa, Central and Eastern Europe, and Central and South Asia, as well as the Asia-Pacific region, to propose

exhibition centers and cooperation institutions in the Middle East, Europe, Southeast Asia, Australia, and the

Americas. It aims to establish overseas national porcelain centers such as the European Porcelain Center, the

American Porcelain Center, and the Australian Porcelain Center. These centers will serve as platforms for cultural

exchanges between China and foreign countries, showcasing the unique charm of Chinese culture.

41

42

2023 法国巴黎国际博览会

中华文化主题展现场

目前中国瓷平台挖掘的国家级工艺美术大师及非遗大师中部分已经有“国礼”或“信物”

工艺品的创作经验，且可以根据所需赋予的文化内涵对器型进行针对性设计，满足国际

交流的需要

中国外文局将不断扩大中华文化国际交流“兰花奖”的影响力，积极拓展文明互鉴、青

年对话为重点的国际交流对话平台，办好金砖国家人文交流论坛、北京—东京论坛等有

影响力的国际活动。

每年中国外文局受巴黎国际博览会组委会邀请，组团参展法国巴黎国际博览会，举办“遇

鉴中国”中华文化主题展，开展文明对话、文化展示、文化贸易的全链条人文交流活动。

法国巴黎国际博览会组委会

向中国外文局授予“荣誉贡献奖”

借助国际交流平台 推送“大师国礼”

借助国际活动 开展国瓷产业交流

借助国际博览会 推出国瓷精品

PROMOTING 'MASTER'S NATIONAL GIFT' PORCELAIN THROUGH INTERNATIONAL COMMUNICATION PLATFORMS.

CARRYING OUT INDUSTRY EXCHANGE EVENTS/PROGRAMS FOR NATIONAL PORCELAIN THROUGH

INTERNATIONAL EVENTS.

LAUNCHING FINE NATIONAL PORCELAIN PRODUCTS/COLLECTIONS THROUGH INTERNATIONAL EXPOS.

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

产业中心

产业中心：以文化资源之“优”

促产业发展之“势”

INDUSTRY CENTER: LEVERAGING CULTURAL RESOURCES TO

FOSTER INDUSTRIAL DEVELOPMENT MOMENTUM.

陶瓷小镇 博物馆

CERAMIC TOWN MUSEUMS

依托瓷区传承，建设“产、学、研、游、购、

娱”为一体的综合性陶瓷文化创意产业园。

为文化产业发展增添新亮点、作出新贡献。

依托瓷区传承建设陶瓷博物馆，传承陶瓷

历史文化、探索“文旅 + 陶瓷”融合发展

的新尝试。

醴陵世界陶瓷艺术城 景德镇御窑博物馆夜景

Relying on the heritage of the porcelain district, the

construction of “production, learning, research, tourism,

shopping, entertainment” as one of the comprehensive

ceramic culture and creative industrial park. Add new

highlights for the development of cultural industries,

make new contributions.

Relying on the ceramic area heritage construction

of ceramic museums, ceramic historical and cultural

heritage, explore the “culture and tourism + ceramics”

fusion development of new attempts.

43

大力推动陶瓷文化产业基地建设，

积极推进陶瓷文化创造性转化、创新性发展

数字直播基地 文创一条街

Promoting the construction of porcelain cultural industry bases, actively advancing the creative transformation and innovative

development of porcelain culture.

DIGITAL BROADCASTING BASE CULTURAL AND CREATIVE STREET

建设数字直播基地，孵化青年创客的邑空

间、培养手艺人的工作室、展示陶瓷产品

的直播基地。人们在这里还可以做陶艺、

听讲座，沉浸式触摸陶瓷文化。

依托瓷区历史建设文创一条街，利

用城市更新融合文创旅游打造“网

红打卡地”，文旅发展注入文创活

水。

景德镇陶溪川文创街区的直播基地 景德镇陶阳里历史文化街区

We are building a digital live broadcasting base, a

euphotic space to incubate young creators, an atelier to

train craftsmen, and a live broadcasting base to display

ceramic products. People can also do pottery, listen to

lectures and experience ceramic culture in an immersive

way here.

Relying on the history of the Porcelain District

to build a street of culture and creativity, the

use of urban renewal and integration of culture

and creativity tourism to create a “Netflix”, the

development of cultural tourism into the living

water of culture and creativity.

44

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

产业中心

强化产业服务，

建设中国网中国瓷产业研究院

STRENGTHENING INDUSTRIAL SERVICES AND BUILDING THE CIIC

CHINA PORCELAIN INDUSTRY RESEARCH INSTITUTE.

从产品到生态，联合中国陶瓷工业协会共建评估鉴定专家库等

产业数据库

From products to ecosystems, jointly establishing and managing an industrial database such as an evaluation and authentication

expert pool with the China Ceramic Industry Association.

聚焦产业数字化与数字产业化领域，围绕

产业、企业、机构、技术、场景、政策、

标准、法规等核心领域，构建国内第一个

瓷类产业互联网数据库。

Focusing on the digitization of industries, and building

the first domestic porcelain industry internet database

centered on core areas such as industries, enterprises,

institutions, technology, scenarios, policies, standards,

and regulations.

壹

叁

贰

肆

评估鉴定

供应链库

溯源认证

研报发布

政策库

企业库

标准库

智 库

行研库

机构库

法规库

场景库

国家政策库

区域政策库

关键政策解读

产业地图

企业地图

核心企业库

行业标准

技术标准

数据标准

工匠大师

院校学者

鉴定专家

白皮书

研究报告

趋势洞察

研究机构

行业协会

行业联盟

技术法规

场景法规

综合性法规

场景解读

内容制作

场景地图

中国瓷产业数据库

Assessment

and Appraisal

Supply chains

Databases

Report Release

Traceability

certification

45

产业发展：文创店强化现场体验，

打造“网红打卡地”

INDUSTRIAL DEVELOPMENT: ENHANCING ON-SITE EXPERIENCE

IN CULTURAL AND CREATIVE STORES TO CREATE SOCIAL MEDIA

CHECK-IN DESTINATIONS

布局线下文创体验店 ESTABLISHMENT OF OFFLINE CREATIVE EXPERIENCE STORES

46

产品定位

实体店运营

营销推广

PRODUCT POSITIONING

PHYSICAL STORE OPERATIONS

MARKETING & PROMOTION

壹

贰

叁

专注于中高端瓷器文创市场，以高品质、高设计感的产品赢得顾客信赖。

结合现代审美趋势，推出独具特色的新产品。

店铺选址在繁华商圈、文化街区或机场，吸引更多目标顾客。

店内环境优雅舒适，充满艺术氛围，强化现场体验感。

结合社交媒体、线上平台等渠道进行品牌推广和产品宣传，可线下体验，线上下单。

结合小型举办瓷器文化讲座、艺术展览等活动，丰富现场体验。