Traditional culture drives rural vitalization

Quality transformation

Performance costumes have been made in Daiji for more than three decades. In 2009, with e-commerce platforms rising in popularity, the town's performance costume industry grew rapidly, with almost every household opening an online store.

Locals said that when village girls in Daiji got married, their parents traditionally bought gold and silver jewelry for their dowries. But now, these gold and silver items have made way for online stores.

Promoted by e-commerce platforms, sales of performance costumes in Caoxian, which were mainly produced in Daiji, exceeded 6 billion yuan in 2019, accounting for 70 percent of the sales of such costumes purchased on these platforms.

The performance costume business has since thrived. There are now 2,186 such enterprises in the county, employing more than 100,000 people out of a population of around 1.37 million.

These market players have developed a complete industrial chain covering research and development, design and production, copyright protection, cutting and printing, embroidery printing, accessories, exhibitions, network marketing, logistics, and after-sales service.