bet365 offer, the world’s “small commodity capital”, attracts more than 500,000 overseas merchants every year，1 from more than 100 countries and regions.More than 50,000 overseas merchants are resident，More than 1.8 million kinds of small commodities are sold to more than 210 countries and regions in the world through the cross-border division of labor and cooperation network of "bet365 offer Business District"。By this，bet365 offer is deeply involved in the national “Belt and Road” construction，Special opening of the "Yixin-Europe" China-Europe freight train，Expand the market of “Belt and Road” countries，Becoming the international trade fulcrum of the “Belt and Road Initiative”。With its own economic and trade advantages，Materials from bet365 offer and countries along the line、Humanities、Funds、Interconnection in information and other aspects，Laid a solid foundation for cultural exchanges with it。

In bet365 offer，Prosperous economic and trade exchanges and an integrated social atmosphere，Make this city a testing ground for multicultural growth，Performing the modern version of "Silk Road"。Due to the unique "market procurement" trading method，Foreign businessmen directly enter bet365 offer market to establish purchasing points，Involved in the early circulation of goods export，Aggregation to form a global flow of people、Logistics、Information flow communication platform。From the perspective of people-to-people connectivity under the Belt and Road Initiative，bet365 offer’s cultural exchanges between China and foreign countries、Communication、Has rich practice and materials in blending，As a local communication subject in international communication，It with humility、Confident attitude integrated into international communication，Promote the country’s image，It is a powerful civil force。

“bet365 offer Silk Road Story” is the humanistic refinement and symbolic expression of bet365 offer City’s international communication practice，It is a foreign businessman、Small commodities and bet365 offer City are used as media elements to construct the information landscape of "people-things-city" flow，It is also a local image generation of China、The symbolic ecological network of circulation and diffusion。

　　The symbolic power of bet365 offer’s interpersonal speech

From the perspective of international bet365 offer，Politics between one country and other countries、Economy、Cultural and social interaction，Establishing identity between nation-states due to information dissemination and interaction、Establish a consensus on mutual relations、Imagination that forms national reputation。National image is a product constructed in transnational interactions，At the micro level, it manifests itself as the embedded impression of international non-governmental exchanges。

As the county-level city with the largest number of foreign business establishments in the country，In terms of bet365 offer’s international communication activities，The image of China in the eyes of "others" is established in the information game of economic and trade activities between foreign businessmen or visiting foreigners and Chinese people，It is hidden in the individualized “bet365 offer Silk Road Story”。Stories are the basic element of all human cultures，It is our organization、Basic means of sharing a common experience and giving it meaning。The “Silk Road Story” of foreign businessmen in bet365 offer is their personal interpretation of what they saw, heard and felt in bet365 offer，Open a restaurant、Doing foreign trade、Doing charity、Be a people’s mediator，etc.，They are all tiny multiple narratives of life course，By specific people、Things、Things constitute rich connotations，And then show a keen perspective that is different from the grand narrative of the media、Fresh temperament，It is more down-to-earth、China image with small incision，Also more accessible to international audiences。

Survey data display，Due to the lack of information about China or bet365 offer on its home country website、The Chinese language barrier of information on local Chinese websites and the individual’s lack of travel and cultural experience in China，Businessmen from Asia and Africa along the “Belt and Road” mainly learn about bet365 offer through social networks of acquaintances、Perception of China。Their perception of China、The experience mainly comes from bet365 offer government agencies、Interactions between Chinese businessmen and ordinary Chinese。bet365 offer International Trade Service Center、"Home of World Businessmen"、Foreign Service Center of the Bureau of Commerce、Multi-lingual telephone interpretation center and other service platforms，Creating an economy and trade、Style、Public welfare and other scenarios、Lifestyle Communication Platform，Strong or weak relationships between foreign businessmen in bet365 offer centered on small commodity trade，Exhibits healthy cooperation and competition。Overall，The social ecology of business relationships cultivates groups that know China and are friendly to China。China’s non-governmental economic, trade and cultural exchanges，Promote emotional interaction，Every interaction between Chinese and foreign people means that ordinary Chinese spread the voice of China in a flexible manner，Intensified foreign business interest in bet365 offer、Perceptual knowledge and favorable impression of China。

At the same time，The image of China given by foreign businessmen，Showing the characteristics of socialization and tribalization，Collect its different levels、Different attributes、China experience in different fields，Three-dimensional and multi-dimensional，Challenging the singleness and totality of the image of China created by the media。It is usually kind and touching，No sense of distance，No rules and restrictions of news organizations in bet365 offer。From the perspective of bet365 offer relationship，Because the acquaintance network uses the reliability of interpersonal bet365 offer as the support of bet365 offer psychology，The social effect is to form a trust delegation mechanism，This is more conducive to the accurate and targeted external bet365 offer of China’s image。

　　The bet365 offer potential of small commodity media

Anthropology on commodity production、Circulation、Research on the “life course” of consumption shows，Things are the same as people，Social and proactive，Instead of being attached to others。The cultural value and social order contained in objects have the symbolic meaning，Will affect the human world。The social significance of commodities is constantly being readjusted，It always has the potential to acquire new meaning or be given some novel meaning in its application。Specifically，bet365 offer’s main export commodities include toys and other traditional labor-intensive products、Daily mechanical and electrical products such as small hardware，We usually focus on the use or "operability" of the product，While ignoring the new operating form of culture being “materialized” or the mediatization of things in the context of the global cultural industry。This means that once the object becomes a medium，Then it not only has use value and exchange value，Also has cultural value。

Now，Culture, once a representation, began to intervene in the economy and daily life，Like music as the permeating background of shopping malls and hotels，Anime cartoon character decoration sportswear。In daily life，The medium is comparable to the manufactured object，A series of cultural images or symbols separated from film and television、Novel and other representative narrative texts，Appears in Poker、Keychain、refrigerator magnet、Toothbrush、Bathtub stopper、Accessories、clock、T-shirt、Backpack、On mugs and other daily necessities，Through international trade channels，They can be re-embedded in the time and space of other nation-states。Take the "Yixin-Europe" China-Europe freight train as an example，The supplies from bet365 offer mainly include drinks、Crafts、Toys and hardware products, etc.，There are currently 16 direct routes that can reach 50 countries and regions along the “Belt and Road”。

When objects become media，We are not just entering an instrumental world of operations，Also has the connotation of representation，Start paying attention to their meaning。In other words，In the era of booming global cultural industry，bet365 offer small commodities have media potential。With human beings’ yearning for a better life，The trend of aestheticizing daily life is spreading，The connotation of small commodities、Extension and function are becoming fashionable、Branding、Major changes such as personalization。By giving products more fashion elements、Creative elements、Cultural elements，Transform bet365 offer’s advantages in humanistic integration in the construction of the “One Belt, One Road” into taking into account both Chinese and Western cultural traditions、R&D and design advantages of consumption habits，Small commodities have become a new carrier for exporting Chinese cultural symbols overseas。

From this，Chinese culture serves leisure、Office Catering、Clothing, shoes and hats are all over the world，Chinese symbols are embedded in daily life overseas in the form of tools，Constitute the ordinary "companion" of the local people。Here，Chinese culture penetrates into the economic foundation，Subtle impact on the economy and daily life experience。In fact，Our experience of foreign companies in Europe, America, Japan and South Korea also shows that，One bet365 offer group’s understanding of another country and nation，In addition to systematically understanding the information about its culture itself，More is learned naturally from interactions with companies in this country and from the consumption of their products。

　　The social construction of media in bet365 offer City

If the mediaization of small commodities means that culture sinks in the form of commodities，Then the media construction of bet365 offer City represents the physical environment of the city (square、Building、Monument、The street) becomes a medium。This is a set of dialectical transformation logic: cultural images become matter，Material becomes cultural image；Medium becomes object，Things become media。City，is a medium。

From the perspective of China’s image communication，The uniqueness of bet365 offer City as a medium，Foreign businessmen with multicultural backgrounds，Immerse yourself in daily life dominated by Chinese culture，Dealing with the ubiquitous Chinese，Proactively create a “space of representation” in this city (such as Jimingshan Community, known as the “United Nations Community”)，This one is private、Specific、Experienced daily space，Not only its body placement、A physical space that builds community identity，It also connects individuals and society、Communication node between local and global。Business activities in bet365 offer are not only Sino-foreign economic and trade exchanges themselves，It is still a process of collision and blending of Chinese and foreign cultural values，Also the “Silk Road Story” passes through the local government、Corporate employees、Community residents、A carrier for the construction and dissemination of several types of role groups such as inbound foreign businessmen。

To this，bet365 offer city’s personalized international communication practice，It is in the central-local international communication subject role distribution pattern，Proactively meet national needs，Taking into consideration the overall national strategic goals，Reifying “Silk Road Stories” through local narratives，Making China’s image externally communicated with specific communities、Social institutions，Even everyone’s life and emotions are connected。That is, giving full play to the enthusiasm and initiative of civil communication subjects，Integrate the local government in bet365 offer、Media、International communication potential of markets and individuals，Use local narratives to tell the world about the national spirit。For example, "bet365 offer Business Daily" not only launches an English special edition、Opened the "Buy Global, Sell Global" column with interviews with foreign businessmen in Italy，And cooperate with overseas Chinese media organizations，In the United States、Canada、France、Brazil、Thailand and other places open overseas bet365 offer special edition，More than 1,600 overseas landing pages every year，Continue to export the image of bet365 offer to the outside world。

bet365 offer’s local narrative is also good at creating an urban environment with a rich sense of place，And transform it into a "space of representation" that connects with relevant foreign investors，And then spread the image of China "in bet365 offer"。This image is constructed by embodied communication in urban space，Body versus city vision、Hearing、Perception of taste and other aspects，It is the direct encounter between the body’s senses and the urban material environment。The impression of bet365 offer city formed by the interweaving of various human experiences has become the epitome of China’s image。Therefore，Compared to by text、The image of China shaped by symbols such as videos，The image of China using the city as a medium highlights people’s sensory contact in it，is specific、Direct，It is a subjective capture while roaming。

If，Checking in China’s “Belt and Road·Golden Hub” online international communication event in 2021，More than 30 international online communication experts from more than 20 countries and regions formed a theme interview group，In-depth experience of bet365 offer market trade、E-commerce live streaming、Intangible cultural inheritance and other scenarios，Feel up close and use the camera to record and spread the development vitality of bet365 offer as a hub city for the “Belt and Road Initiative”、Civilized style。As one of the “Top Ten Famous Convention and Exhibition Cities in China”，The bet365 offer Fair held every year、Cultural Fair、Forest Expo、Travel Expo and other exhibitions，Everyone uses the city as a matchmaker，Invite Russia、Iran、Institutions in China from the Czech Republic and other countries along the “One Belt and One Road” participated，Jointly participate in the “Belt and Road” International Cultural Exhibition、Business Salon、Cultural Trade Symposium, etc.，Building a cultural interaction platform between China and countries along the route，International participants via the exhibition、Subsequent international media reports，Increase the exposure of bet365 offer city and Chinese culture、Famousness and reputation。

(The author is a lecturer at the Institute of Silk Road Culture and bet365 offer Sinology, Zhejiang Normal University)