BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

瓷区运营

瓷区运营：落地文化产业创新基地，

媒体产业双端发力，高度整合瓷区资源

PORCELAIN AREA OPERATION: ESTABLISHING THE CPIP CULTURAL

INDUSTRIES INNOVATION BASE AND JOINTLY INTEGRATING RESOURCES

IN THE PORCELAIN AREA THROUGH MEDIA AND INDUSTRY EFFORTS

基地计划建设“一委一院四中心”，即评定委员会、产业研究院、融媒

体中心，文化交流中心、选品中心、国瓷臻选中心。进一步提升瓷区在

国内外的品牌影响力，加强出海能力。

对接瓷区政府及相关管理单位

对接瓷区瓷大师及龙头企业

The base intends to establish \"one department, one institute, and four centers,\" specifically, the Evaluation and Appraisal Department,

the Industry Research Institute, the Converged Media Center, the Cultural Exchange Center, the Product Selection Hub, and the

National Porcelain Premium Selection Center. The objective is to further elevate the brand reputation of the porcelain region both

domestically and internationally, as well as to bolster its capacity for international expansion.

COLLABORATE WITH THE PORCELAIN DISTRICT GOVERNMENT AND RELATED MANAGEMENT UNITS

CONNECT WITH PORCELAIN MASTERS AND LEADING ENTERPRISES IN THE PORCELAIN DISTRICT

壹

贰

依托中国瓷平台的媒体产业能力，整体为瓷区从媒体传播 +IP 活动 + 产业的高度整

合中推广宣传瓷区品牌，建设优势瓷品类标准及统一形象，形成产业聚集力量。

甄选瓷区国家级、省级瓷大师，及其所代表的龙头企业，帮助其扩大全国甚至全球

知名度，深度挖掘其内在沉淀的文化故事，并积极推广与助力大师匠心艺术品在国

内及国际交流峰会展会的展示。

Leveraging the media industrial capabilities of the China Porcelain International Platform (CPIP), we

comprehensively promote and advertise the porcelain district's brand through the integration of media

communication, IP events, and industrial aspects, establishing standards and a unified image for superior

porcelain categories, and forming an industrial cluster force.

We select national and provincial porcelain masters from the porcelain district, as well as the leading enterprises

they represent, to help them enhance their national and even global recognition. We deeply explore their

inherent cultural stories and actively promote and assist the display of their masterful artworks at domestic and

international exchange summits and exhibitions.

47

48

针对瓷区优势瓷品类选品及产品打造

SELECTION AND DEVELOPMENT OF HIGH-QUALITY PORCELAIN PRODUCTS BASED ON THE PORCELAIN

DISTRICT'S ADVANTAGES

叁

结合瓷大师的高品质艺术品的艺术价值，依托中国瓷平台的公信力及传播能力赋能“国

礼”级产品，打造爆款产品树立标杆，在其影响力下铺货中高端精品瓷产品及瓷类融

合产品，发挥中国瓷平台的产业能力，推动更多的瓷类选品及贸易。

Combining the artistic value of the high-quality artworks of porcelain masters, we elevate \"national gifts\" grade

products with the credibility and communication capabilities of the China Porcelain International Platform (CPIP),

creating popular products and setting benchmarks. Under their influence, we distribute mid-to-high-end fine

porcelain products and porcelain-integrated products (which refer to products that integrate porcelain elements),

leveraging the industrial capabilities of the China Porcelain International Platform (CPIP) to promote more

porcelain product selection and trade.

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

瓷区璀璨、大师风采，

打造瓷都瓷匠专属“名片”

SHOWCASING THE SPLENDOR OF THE PORCELAIN DISTRICT AND

THE ELEGANCE OF THE MASTERS, WHILE CREATING A UNIQUE

BRAND IDENTITY FOR THE PORCELAIN CRAFTSMEN AND THE

CITY OF PORCELAINS.

瓷区运营 壹 瓷都名镇专题页 Special Page for the Famous Porcelain Towns

全面展示中国各地瓷都名镇的风采，传承和弘扬中国悠久的

陶瓷文化。我们希望通过这个频道，让观众深入了解中国陶

瓷的历史、技艺、艺术魅力以及产业发展现状，感受陶瓷文

化带来的独特韵味和人文情怀。

49

贰 大师专题页 Special Page for the Porcelain Masters

深入介绍瓷器大师们的艺术风格、代表作品以及他们对瓷器

艺术的独到见解。通过访谈、纪录片等形式，让观众了解大

师们的艺术世界。同时精选瓷器大师们的代表作品进行赏析，

展示他们的艺术风格和创作理念。

We comprehensively showcase the charm of famous porcelain towns across China, inheriting and promoting

China's long-standing porcelain culture. We hope that through this channel, audiences can gain a deep

understanding of the history, craftsmanship, artistic charm, and current industrial development status of Chinese

porcelains, and appreciate the unique charm and humanistic sentiment of porcelain culture.

We introduce in depth the artistic styles, representative works, and unique insights of porcelain masters in the art

of porcelains. Through interviews, documentaries, and other forms, we allow audiences to understand the artistic

world of these masters. At the same time, we select representative works of porcelain masters for appreciation,

showcasing their artistic styles and creations.

50

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

瓷区赋能中国瓷国际传播贸易平台 APPLICATION SCENARIOS

目

录

51

助力贸易

ENABLING TRADE

NATIONAL PORCELAIN PREMIUM SELECTION PROJECT

国瓷臻选工程

CITY BRAND5

城市名片

EMPOWERING CULTURE AND TOURISM

赋能文旅

52

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

国瓷臻选工程

工程介绍

INTRODUCTION TO THE PROJECT

为响应国家质量强国战略，中国网整合中国外文局以及中央多家媒体，强大的传播渠道

和高端智库力量，实施“国瓷臻选工程”，旨在服务国瓷品牌发展，推动中华文化“走

出去”。

“国瓷臻选工程”作为中国瓷产业发展的战略平台，中国互联网新闻中心拟联合文旅部

艺术发展中心、中国版权保护中心及中国陶瓷工业协会等相关部门共同发起，依托中国

网中国瓷频道的品牌传播与国际传播能力，在瓷区落地文化创新基地，通过版权登记与

溯源上链技术，结合专家评定与市场反馈，完成产品的“确权”“确真”“确价”，最

终通过多贸易场景，实现中国瓷的全球贸易流通，助力中国瓷行业高质量发展。

“国瓷臻选工程”牵头打造“国瓷盛典”“中国瓷品牌发展大会”等系列活动，并积极

参与国际交流，推动中国瓷品牌走向世界。

In response to the national strategy of strengthening the country through quality, Channel of China Internet

Information Center (CIIC) has integrated resources from China International Communications Group (CICG) and

multiple central media outlets, leveraging powerful dissemination channels and high-end think tank capabilities, to

launch the \"National Porcelain Premium Selection Project\". The aim of the project is to serve the development of

national porcelain brands and facilitate the international dissemination of Chinese culture.

The \"National Porcelain Premium Selection Project\", functioning as a strategic platform for the advancement of the

Chinese porcelain industry, is poised to be jointly initiated by the CIIC, alongside the Art Development Center of the

Ministry of Culture and Tourism of the People's Republic of China, the China Copyright Protection Center, and the

China Ceramic Industry Association, among other relevant departments. Leveraging the robust brand dissemination

and international communication capabilities of the ci.china.com.cn, the project aims to establish cultural innovation

base in porcelain-producing areas. By integrating copyright registration, blockchain-based tracing technology,

expert assessments, and market feedback, the project will ensure the \"confirmation of ownership\", \"verification of

authenticity\", and \"establishment of value\" for the products. Ultimately, through diverse trade scenarios, the project

seeks to enhance the global trade and circulation of Chinese porcelain, thereby contributing to the high-quality

development of the Chinese porcelain industry.

The \"National Porcelain Premium Selection Project\" takes the lead in organizing a series of events, including the

\"National Porcelain Grand Ceremony\" and the \"China Porcelain Brand Development Conference,\" and actively

engages in international exchanges to propel Chinese porcelain brands toward the global stage.

53

发展意义

DEVELOPMENT SIGNIFICANC

54

推动中国陶瓷产业内在升级｜引领中国瓷品牌与文化走向世界

发掘与表彰在质量标准、工匠精神、品牌创新及企业诚信等方面表现卓越的

企业，树立了行业标杆，激发行业高水平发展动力。

SET AN EXAMPLE FOR THE INDUSTRY AND DEMONSTRATE BRAND EXCELLENCE

树立行业典范 彰显品牌卓越

臻选并展示优秀品牌建设成果，积极传播品牌智慧和创新经验，为行业提供

借鉴与启示，促进了行业内的相互学习与共同进步。

SPREAD BRAND WISDOM AND INSPIRE INDUSTRY INNOVATION

传播品牌智慧 启迪行业创新

联接产业链上下游，同时结合电商、展会、体验店、品牌出海等多种渠道，

拉通全球贸易通道，促进瓷器的国际贸易流通。

OPTIMIZING THE PORCELAIN INDUSTRY CHAIN AND PROMOTING TRADE TO THE SEA

优化瓷产业链 促进贸易出海

通过引入数字化技术，从设计、生产到贸易全链条推进瓷类产业的数字化转型。

激发产业创新活力，为产业发展注入新的动力。

PROMOTING DIGITAL TRANSFORMATION AND STIMULATING INDUSTRIAL VITALITY

推进数字转型 激发产业活力

壹

贰

叁

肆

PROMOTING THE INTERNAL UPGRADING OF CHINA'S CERAMIC INDUSTRY |

LEADING CHINESE CERAMIC BRANDS AND CULTURE TO THE WORLD

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

服务项目 & 服务价值

SERVICE ITEMS &SERVICE VALUE

INTRODUCTION TO THE PROJECT

服务项目 服务价值

入围标准

企业权益

评定标准

【会员单位】

6 大服务项目

企业认证

颁发品牌电子证书及企业授牌

中国网中国瓷平台建立品牌档案

企业品牌舆情监测

产品认证

产品入选国瓷臻选工程

产品确权确真确价

专属防伪溯源标识

品牌传播

中国瓷频道企业专题页面

中国瓷频道首页广告

品牌人物专访片

产品营销

产品参与全国 / 海外推介

上架中国瓷各电商平台

直播带货电商专场

产业峰会

企业年鉴 / 产品年鉴

峰会展位优先预定

国际交流活动优先参与

专项项目

大师国礼项目合作

优质文创设计项目合作

酒器茶器花器香器跨界合作项目

工程运营图

各大瓷区

产业创新基地

交易集群 国瓷臻选工程 “四个三”场景建设

产品路径 产品路径

溯源

技术

中国网

中国瓷频道

社交

融媒矩阵

交流活动

会展论坛

户外

媒体传播

品

牌

传

播

矩

阵

应用

生态

价值路径

应用步骤

对接政府

拓展企业

链路协会

邀约大师

臻选瓷品

“三店”

小程序、京东天猫

“三直播”

视频号、抖音

小红书

“三实体”

商场、免税

机场

“三海外”

Amazon

SHEIN、Tik Tok

物联网

大数据

区块链

专利登记

溯源认证产品 / 大师 / 企业

产业数字化服务

时间戳

地理戳

品质戳

防泄漏 专题页面

视频号

地标 LED

Facebook

中广协

人民日报海外网

中国瓷年度峰会

讲好中国故事中国瓷主题赛

品牌故事

抖音

机场 高铁/地铁

Instagram

亚洲户外

专栏

小红书

电梯

Twitter

找广网

凤凰网

研学活动

防篡改

防假冒

版权登记

确权 确真 确价

设计 生产 选品 登记 上链 评定 流通

国瓷臻选工程

55

56

发展目标

DEVELOPMENT GOALS

国瓷臻选工程“十百千万”目标

“十百千万”战略目标，旨在深度整合陶瓷供应链上下游资源。上游方面，我们将聚焦国内

10 大瓷区，携手 100 位国家级陶瓷大师，联合 1000 家核心陶瓷企业，共同打造超过 10000

个 SKU 的丰富产品线，融合传统与现代，艺术与实用。下游运营方面，我们致力于构建高质

量用户体系，计划精选 10 万超级用户，积累 100 万私域用户，辐射影响 1000 万潜在用户，

力争实现 100 亿交易额。这一系列举措，旨在推动陶瓷产业文化传承与创新，促进市场繁荣

与可持续发展，共同开创陶瓷产业新篇章。

The strategic goal of “10,000,000,000” is to deeply integrate the upstream and downstream resources of the ceramic supply

chain. Upstream, we will focus on the 10 major domestic ceramic regions, join hands with 100 national ceramic masters,

unite with 1,000 core ceramic enterprises, and jointly create a rich product line of more than 10,000 SKUs, blending

tradition and modernity, art and practicality. In terms of downstream operation, we are committed to building a highquality user system, and plan to select 100,000 super-users, accumulate 1 million private users, radiate influence on 10

million potential users, and strive to achieve the goal of 10 billion revenue. This series of initiatives aimed at promoting the

cultural heritage and innovation of the ceramic industry, promoting market prosperity and sustainable development, and

jointly create a new chapter in the ceramic industry.

国瓷臻选工程 上游拓展NATIONAL PORCELAIN SELECTION PROJECT

下游运营

10 大主要瓷区 10 万超级用户

100 位国大师 100 万私域用户

1000 个核心瓷企 1000 万辐射用户

10000 个核心选品 100 亿交易额

拾 拾

佰 佰

仟 仟

万 亿

国瓷臻选工程“十百千万”目标战略部署

THE \"TEN-HUNDRED-THOUSAND\" GOAL OF THE NATIONAL CERAMIC SELECTION

PROJECT

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

助力贸易：从产业链建设，打通贸易通道，

向全球化发展

SUPPORTING TRADE GROWTH: BUILDING INDUSTRIAL CHAINS,

OPENING TRADE CHANNELS, AND EMBRACING GLOBALIZATION

助力贸易

1.0 阶段，依托中国网中国瓷频道为载体，打通设计、生产、宣传、贸易等产业链条，

发挥央媒背书公信优势在各瓷品类中打造知名品牌。

2.0 阶段，以优质瓷类品牌为核心，以峰会展会活动及线上电商线下实体店等为抓手，

指向产业链终端——贸易及流通。

3.0 阶段，依托瓷类品牌及中国瓷平台，在全球各区域打造的多样化服务生态圈，实

现中国瓷文化产业全球商业矩阵的落地生根。

Phase 1.0: Relying on the Ci.china.com.cn, we aim to establish an integrated industrial chain encompassing design,

production, promotion, and trade. We will harness the credibility of central media endorsements to cultivate wellknown brands across various porcelain types.

Phase 2.0: With high-quality porcelain brands as our core, we will focus on summit exhibitions, online e-commerce,

offline physical stores, and other avenues, targeting the trade and circulation segment at the end of the industrial

chain.

Phase 3.0: Leveraging porcelain brands and the China Porcelain International Platform (CPIP), we will establish a

diversified service ecosystem across various regions worldwide, thereby fostering the establishment and growth of a

global business matrix for China's porcelain cultural industry.

打通瓷类产业链

中国网中国瓷频道（ci.china.com.cn）

资讯 产品 贸易

瓷都名镇 专题栏目

拍卖 甄选直播

瓷库

溯源认证 瓷界创融

瓷匠大师

评鉴 雅集

瓷闻天下

依托中国瓷频道打通瓷器产业链，是 1.0 的阶段建设

产业链环节：产品设计、生产制造、

品牌保障、贸易流通

产品分类：钧瓷、汝瓷、青花瓷、

白瓷等

1.0

57

58

整合打通贸易通道

品牌生态圈全球化

品牌

生态圈

商业矩阵

瓷类品牌

运营输出

瓷类

产业平台

输出

瓷品

行业标准

输出

区域

适应性

产品改进

基于区域

线上线下

广告投放

瓷类产业

供应链

服务

峰会展会活动 线上线下通道

围绕瓷类产品的营销、贸易和服务，是 2.0 阶段的标签

3.0 全球化阶段，品牌在目标区域打造多样化服务生态圈

2.0

3.0

外事交流活动国礼

消博会 & 文博会

博鳌亚论 & 东盟博览会

公益拍卖等

电商商城 & 交易平台

直播甄选 &TIKTOK 跨境

机场等线下展示厅

瓷类文化产业示范基地

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

赋能文旅

赋能文旅：在文旅融合道路前进，形成更多

新文化产业增长点

EMPOWERING CULTURAL TOURISM: ADVANCING ON THE ROAD OF

INTEGRATION BETWEEN CULTURE AND TOURISM TO FORM MORE

GROWTH POINTS FOR THE NEW CULTURAL INDUSTRY

文创文旅基地 数字贸易基地

CULTURAL CREATIVITY AND TOURISM BASE DIGITAL TRADE BASE

文创聚合

1、以文塑旅、以旅彰文

2、公共文化服务精准多元

3、文化为核，缔造融合发展

4、加速新业态的“破圈”出彩

5、城市文化形象不断提升

电商贸易

1、促进商品销售与品牌推广

2、优化升级供应链资源

3、搭建消费者与品牌沟通桥梁

4、推动社会就业和创业

5、促进区域经济发展

Cultural and Creative Convergence

1.Shape tourism with culture and enhance culture

through tourism

2.Provide precise and diversified public cultural services

3.Focus on culture as the core to foster integrated

development

4.Accelerate the emergence and success of new

industries and business models

5.Continuously enhance the city's cultural image

E-commerce and trade

1.Promote the sales of commodities and brand

promotion

2.Optimize and upgrade supply chain resources

3.Build a communication bridge between consumers

and brands

4.Boost social employment and entrepreneurship

5.Foster regional economic development

59

景德镇陶阳里历史文化街区

JINGDEZHEN TAOYANGLI HISTORIC-CULTURAL DISTRICT

景德镇市采取“环境提升 + 设施优化 + 文化延伸 + 产业带动”模式，大力推动以陶阳里

为代表的老城历史街区整体风貌保护更新。在原风貌风格、文化肌理的基础上，注重发

掘地域特色，以用促保，着力培育现代旅游消费新业态，形成了陶溪川文创街区、陶阳

里历史文化街区、九集小镇生活夜市等景区、街区，目前已成为景德镇文旅产业发展新

的增长点。

Jingdezhen City has adopted the model of \"environmental improvement + facility optimization + cultural extension

+ industrial drive\" to vigorously promote the protection and renewal of the overall style and features of the old city's

historic districts, represented by Taoyangli. On the basis of the original style and cultural texture, it focuses on exploring

regional characteristics, emphasizing the principle of \"utilization for preservation,\" and strives to cultivate new forms of

modern tourism consumption. This has led to the formation of scenic spots and districts such as the Taoxichuan Cultural

and Creative Block, the Taoyangli Historic and Cultural District, and the Jiuji Town Night Market, which have now

become new growth points for the development of Jingdezhen's cultural and tourism industry.

案例

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

城市名片

助力瓷区打造核心竞争力

让城市品牌名片走向世界

SUPPORTING THE PORCELAIN REGIONS IN

BUILDING THEIR CORE COMPETITIVENESS AND

PROMOTING THE CITY'S BRAND IDENTITY TO

THE WORLD.

壹

贰

叁

非遗

瓷匠

工艺

每一个瓷区名镇都有各自的历史和文化背景，城市名片就

是要把这种差异化的特质浓缩出来。

城市名片能够准确反映城市的灵魂，强化城市精神，唤醒

每一座城市的传承记忆，让人们更喜爱自己的城市 。

提高城市品位及知名度，对旅游业的提质增效，扩大招商

引资等方面将起到积极促进作用，正在成为一种新的城市

核心竞争力。

联合政府，带动当地核心企业及瓷大师，引动产业集群及

产业链条，一同打造当地瓷都名镇的城市名片。

Each famous porcelain town boasts its own rich historical and cultural

background, and the City's Brand is crafted to capture these distinctive traits.

The City's Brand can accurately reflect the soul of the city, strengthen its spirit,

awaken the memory of its inheritance, and make people love their city even

more.

Enhancing a city's quality and popularity plays a pivotal role in boosting

tourism quality and efficiency, attracting increased investment, and emerging

as a new core competitiveness for the city.

Collaborating with the government, prominent local enterprises, and porcelain

masters, we can catalyze the development of industrial clusters and value

chains, jointly shaping a city card for this renowned porcelain town.

61

62

肆

柒

伍

陆

捌

中国瓷平台

老字号

博物馆

企业

文旅

产业群

BUSINESS BROCHURES

中国瓷国际传播贸易平台

商业手册

中国网中国瓷平台致力于成为国内领先、国际知名的产业权威典范，通过数字化交

易、品牌建设、国际论坛等多维度发展，占据国内外市场主导地位。同时，推动中

国瓷文化全球传播，成为国际瓷类贸易与文化交流的领军力量。

China Porcelain International Platform (CPIP) is committed to becoming an industry leader, thereby occupying

a dominant position in domestic and international markets through multi-dimensional development such as

digital transactions, brand building, and international forums. At the same time, it aims to promote the global

dissemination of Chinese porcelain culture and become a leading force in international porcelain trade and

cultural exchange.

网址：https:// ci.china.com.cn

地址：北京市海淀区西三环北路 89 号中国外文大厦 B 座 6 层