A | 8月19日七夕之夜,河北唐山河头老街的河道上,一张4米高的巨型织女皮影立于水面,游船化作流动的舞台。歌手龚琳娜以戏腔演绎皮影《织女下凡》选段,演员张予曦与皮影共演剪影舞;巡游尾声,激光特效投射出水上《银河鹊桥》,在全场观众的瞩目中被瞬间点亮。这是“抖音非遗嘉年华”的第六站。 非遗实现创造性转化、创新性发展的关键,是非遗能够不断融入现代生活,在助力地方文旅发展中不断获得活化力量,在时代价值彰显中厚植传承土壤。从成都、北京到大理、福州、苏州,再到唐山,“抖音非遗计划”助力中华优秀传统文化传承发展的创新模式值得关注:以非遗内容再生产为抓手,发挥数字平台传播功能,推动地方文旅的消费与品牌重构,助力开启地方文旅新局。 破幕而出:非遗内容的再生产 唐山皮影始于明代,以雕镂精细、唱腔独特著称,是国家级非物质文化遗产。其传统形态,是艺人在幕布之后操纵影偶、观众在幕布之前观看。

Staff members secure aircraft at Hangzhou Xiaoshan International Airport to prepare for Typhoon Dolphin on August 9, 2026. Photo: VCG
Typhoon Dolphin made landfall in Taizhou, East China's Zhejiang Province, on Sunday afternoon, bringing strong winds up to 42 meters per second and heavy torrential rain to the coastal regions amid a red alert - the highest level in the country's typhoon warning system - issued for it earlier that day.
Authorities in East China's Fujian have relocated nearly 100,000 residents, while coastal provinces are suspending railway services and canceled flights, making an all-out effort to mitigate possible risks.
The NMC maintained orange rainstorm and blue severe convective weather alerts at 6 am on Sunday, forecasting exceptionally heavy rainfall of 250 to 440 millimeters in some areas along the eastern coast of Zhejiang, with heavy to torrential rains expected across Jiangsu, Zhejiang, Shanghai, and Anhui between Sunday morning and Monday morning, China Central Television (CCTV) reported.
In response to the typhoon, China's meteorological authority on Sunday upgraded its emergency response for severe meteorological disasters from Level III to Level II.
Fujian raised the emergency response level for typhoon prevention to Level II at 9 am on Sunday.
As Typhoon Dolphin gathers strength and approaches the coastal areas, Fujian's flood control authority, as of 6 pm on Saturday, deployed a total of 17,800 officials to and relocated 98,900 people from high-risk areas, Xinhua News Agency reported on Saturday.
Fujian has suspended all 115 marine engineering projects and moved 290 construction vessels to safe waters, while 55 passenger ferry routes in affected waters have been halted, chinanews.com reported.
Meanwhile, railway services in the affected regions including Fujian, Zhejiang, Shanghai have also been suspended from Sunday to Monday, according to chinanews.com.
Fujian authorities have urged stronger safety measures for returning vessels, offshore platforms and coastal and island tourism, as well as reinforcement of aquaculture facilities. They also called for timely evacuations from flood- and landslide-prone areas to guard against secondary disasters from the typhoon and heavy rain, chinanews.com reported.
In Zhejiang, Wenzhou city has closed all 85 A-level national tourist attractions, turned away more than 7,400 visitors and evacuated over 1,600, with the relocation effort ongoing, according to CCTV. Next, Wenzhou will next implement a "five suspensions" policy, halting outdoor group activities, classes, work, business operations and transportation.
All fishing vessels at Shitang Fishing Port in Wenling, Zhejiang, have returned to port, with all personnel evacuated ashore and maritime rescue teams on standby. Authorities urged vessels to stay off the sea during the typhoon.
In Shanghai, Pudong and Hongqiao airports operated at reduced capacity on Sunday, with nearly 60 percent of flights canceled. A total of 1,384 flights are scheduled to be canceled including 871 at Pudong and 513 at Hongqiao. Passengers are advised to check with their airlines for the latest updates and adjust travel plans accordingly, according to CCTV.
According to Hu Xiao, meteorological analyst at the NMC, the typhoon has several notable features, including its strong intensity and expansive circulation. The typhoon also has several unusual features. Forming unusually far east, near 180°E, it has traveled more than 7,200 kilometers, making its potential landfall in China a rare event and possibly the easternmost such landfall since 1951. Its 12-day lifespan is also well above the typical seven-to-10-day average, CCTV reported.
According to Ma Jun, director of the Institute of Public and Environmental Affairs, Typhoon Dolphin traveled a long distance and remained at typhoon or severe typhoon strength of its lifespan so far. Despite passing through some areas that were unfavorable to its development, its powerful inner core remained intact, while its extensive cloud system continued to absorb moisture and energy, fueling the potential for torrential rainfall.
The typhoon has remained at sea for more than 260 hours and experienced a rare "three rises and three falls" in intensity. Its unusually long lifespan has allowed it to absorb more moisture and energy, while repeated intensity fluctuations have complicated forecasts of its future track and intensity of wind and rainfall, according to CCTV.
After landfall, Typhoon Dolphin may move slowly, prolonging heavy rainfall and raising the risk of extreme precipitation and related disasters. Its track later in the week remains uncertain as it could interact with the southwest monsoon and cold air from the northwest, potentially broadening and intensifying its impacts, Ma told the Global Times on Sunday.
C | 传播形态之变的背后,是非遗内容的再生产。活动筹备期间,龚琳娜向唐山皮影传承人赵丽亚学习皮影唱腔,并将《凤求凰》创新改编后现场演唱;张予曦学习皮影身段,以舞蹈转译皮影的动作语汇;多位抖音创作者以跟拍、体验的方式记录传承故事,与传承人合作共创。 传承人不再只是“被记录的对象”,从幕后匠人变为体验空间的主理人;游客也不再只是观众,其拍摄、打卡与分享本身即构成二次传播。
D | 截至目前,抖音平台皮影相关话题累计播放量已超55亿次,参与传播用户达99万;放眼整个平台,平均每天有7.9万场非遗直播开播。非遗的内容与形态从“被展示的文化遗产”变为“可参与的公共叙事”,认知门槛的降低与参与感的建立,正是活态传播的题中之义。
E | 消费链路:从注意力到交易额 传播声量如何变为发展增量,是衡量这一模式的关键。唐山案例提供了一条完整的证据链:内容热度形成注意力,平台内交易完成即时转化,线下场景承接二次消费。依托抖音生活服务核销体系,实现“内容种草—即时转化”的短链路。 2025年春节期间,河头老街千灯节灯会话题在抖音播放量近3000万次,相关搜索量环比增长59.48%;热度爆发的1月16日,景区在抖音生活服务渠道的交易额环比增长1116.20%,春节期间进入抖音春节十大热门景区,并带动唐山全市春节消费环比增长25.77%。
G | 这一转化之所以高效,在于数字平台同时握住了“传播场”与“交易场”:用户从刷到视频、产生兴趣,到购买团购券、完成核销,全程无需跳转,注意力到订单的损耗被压缩到最小。《2025字节跳动非遗年度报告》显示,过去一年抖音非遗相关短视频播放量达8065亿次,超3亿用户在抖音电商购买过非遗相关产品,非遗体验类商家数量同比增长106%——微观个案与宏观数据相互印证,“种草—交易—体验—再传播”的闭环已经跑通。
H | 同时值得注意的是节点的选择:元宵落地福州、端午落地苏州、七夕落地唐山。七夕的情感浓度与消费意愿,与皮影“鹊桥”意象的天然契合,传统节庆为非遗提供了情绪浓度与消费意愿,非遗则赋予节庆差异化的内容供给,数字平台充当放大器。非遗由此被重新编码进入当代消费的日历,这是非遗创新传承带动地方文旅发展的标志。
I | 主体协同:发展力量的重组 更深层的创新在于组织结构。传统非遗保护多为“政府—传承人”的二元格局,而唐山站呈现的是五方协同的新结构:文旅部门提供指导与场景,平台输出流量、交易能力与活动策划,传承人供给真实技艺,明星与创作者负责传播放大,本地商家承接消费转化。每个角色都有清晰分工,又彼此成就。
J | 河头老街设立的皮影戏院体验空间即是缩影:赵丽亚、杨玉辉等多位传承人驻场,清代唱本、四胡、板鼓等实物与“推皮走刀”核心技艺同场呈现,皮影耳环等文创产品同步发售——传承人从幕后匠人转变为文化场景的经营主体。活动期间,河北省还有1685人参与抖音非遗计划举办非遗普惠培训。培训、扶持与资源对接意味着这不是一次性的造势活动,而是面向地方的能力建设。数字平台在其中扮演的角色与功能,已超越传播渠道本身,成为组织多方资源的新型文化基础设施。
K | 助力支点:模式中的可复制机制 唐山是一座以钢铁和工业闻名的城市,文旅禀赋并不突出。河头老街通过系统整合皮影、乐亭大鼓与20多种非遗美食,正在成为城市的新名片;嘉年华的到来,则为这张名片注入了一次集中的全国曝光。所谓“可复制的城市实践样本”,其可复制的并非某一场活动,而是一套可拆解的机制。这一机制可概括为四个要件:在地文化资源的系统梳理、平台流量与本地交易基础设施的打通、节庆节点的精准卡位、传承人向“文化经营主体”的身份转型。 七夕的鹊桥终将熄灯,巡游的游船终将靠岸。唐山模式展现了令人兴奋的想象空间,虽然我们还需追问:非遗为适配传播形态不断调整自身呈现,如何在流量收益、大众传播与文化完整性之间建立动态平衡?流量退潮之后,沉淀在地方的是可持续的运营能力与文化IP,还是一串播放量数字?但这些追问并不削弱唐山案例的价值,不可否认非遗传承模式创新对开启地方文旅新局的价值。如果传承人的戏院常开、商家的账本常红、年轻人的镜头常对准这座城,那么皮影照亮的,就不只是七夕一夜的河面,而是一座工业城市文旅转型的长路。 抖音非遗嘉年华只是一个起点,扶持非遗“新传人”、激发非遗“新表达”、共促非遗“新消费”、引领非遗“新旅游”、搭建非遗“新舞台”,以传播和消费助力地方文旅发展的故事还会有很多,数字平台助力地方文旅发展的模式还将会不断创新。 (文:中国科学院地理科学与资源研究所文旅专家宁志中)。