The world's "Capital of Small Commodities" Yiwu attracts more than 500,000 overseas merchants every year，More than 15,000 overseas merchants in more than 100 countries and regions resident，More than 1.8 million small products with the help of the "Yiwu Commercial District", a cross -border division of labor collaboration network to sell to more than 210 countries and regions in the world。Taking this，Yiwu deeply participated in the construction of the country's "Belt and Road"，Especially open "Yixin Europe" China -Europe Train，Expand the "Belt and Road" national market，Become the international trade fulcrum of the “Belt and Road”。With its own economic and trade advantages，Materials of Yiwu and countries along the route、Humanities、Funds、Information and other aspects of interconnection，It laid a solid foundation for its cultural exchanges。

In Yiwu，Prosperous economic and trade exchanges and social atmospheres that integrate with each other，Make this city a test field for multicultural growth，Interpretation of the modern version of the "Silk Road"。Due to the unique "market procurement" trade method，Foreign business directly settled in the Yiwu market to establish a procurement point，Intervention in the circulation link in the early stage of the export of goods，aggregation forms a global flow、Logistics、Information Display Platform。From the perspective of the "Belt and Road" people's hearts,，Yiwu in Chinese and foreign humanities interaction、Communication、It has rich practice and material in blending，As a place in international communication，It is humble、Confident attitude integrates international communication，Communication country image，Is a powerful folk force。

"Yiwu Silk Road Story" means the humanistic refinement and symbolic expression of the international communication practice of Yiwu City，Is it foreign、Small Commodity and Yiwu City, as the "people -object -city" flow of "people -objects -city" flowing，bet365 best casino games It is also a local image generation of China、Circulation and diffusion symbol ecological network。

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From the perspective of international communication，Politics between a country and another country、Economy、Culture and social interaction，Establish identity identity between ethnic countries due to information communication and interaction、Establish a consensus on the relationship、Imagination for forming a national reputation。National image is a product built in cross -border communication interaction，The impression of international folk exchanges at the micro level。

As the county -level city with the most resident institutions nationwide，As far as the international communication activities of Yiwu are concerned，The image of the Chinese image in the eyes of "Others" is set up in the information game of foreign companies and Chinese people in the information game of economic and trade activities.，It is hidden in the individualized "Yiwu Silk Road Story"。The story is the basic element of all human culture，It is our organization、Basic means of sharing a common experience and given to meaning。The "Silk Road Story" of Yiwu Foreign Business is an individual interpretation of what they have seen in Yiwu，Open restaurant、Do foreign trade、Do public welfare、When the people's mediator，etc.，All are small diversified narratives of life journey，From the specific people、Things、Things constitute a rich connotation，and then show a keen perspective that is different from the grand narrative of the media、Fresh temperament，Is more grounded、Chinese image of small incision，It is also easier to be accepted by international audiences。

Research data show，Due to the lack of information about China or Yiwu, its domestic website、Chinese language obstacles of local website information and lack of individuals in China，"Belt and Road" Asian and African merchants along the line mainly understand Yiwu through acquaintances on the social network of acquaintances、Perceive China。Their Chinese cognition、Experience mainly comes from government agencies with Yiwu、Chinese businessmen and ordinary Chinese people。Yiwu International bet365 Play online games Trade Service Center、"Home of Merchants of the World"、Business Bureau Foreign -related Service Center、multi -language telephone interpretation center and other service platforms，Create the formation of economic trade、style、Charity and other scenes、Life Communication Platform，Yiwu Foreign Business Centered on Small Commodity Trade Centers and Weakness，It is manifested as a benign cooperation and competition。Overall，Social ecology of business relations is cultivated by Zhihuayouhua group。China's folk economic and trade exchange，Promote emotional interaction，Each communication between Chinese and foreign people means that ordinary Chinese people spread Chinese voices with flexible gesture，Enhanced the foreign business to Yiwu、Ethics and feelings of China。

At the same time，China's image given by foreign businessmen，Show the features of communityization and tribe，Gathering its different levels、Different attributes、Chinese experience in different fields，stereo and multi -dimensional，The single and overallness of the Chinese image shaped by the media。It is usually kind and moving，No sense of distance，The rules and restraints of no news agencies in dissemination。From the perspective of communication relationship，Due to the reliability of interpersonal communication due to the reliability of the acquaintance relationship，Its social effect lies in forming a trust commission mechanism，This is more conducive。

　　Communication potential of small commodities

Anthropological production of goods、circulation、Studies of "Life Starts" for consumption show，The same thing is the same，Social and initiative，instead of being attached to people。The symbolic meaning of cultural value and social order contained in things，It will affect the human world。The social significance of the product is constantly being re -adjusted，It always has the potential to gain new significance or be given some new meaning in the application。Specifically，The main export products of Yiwu export products such as toys and other traditional labor -intensive products、Small Hardware and other daily electromechanical products，We usually pay Bet365 lotto review attention to the purpose of the product or "operating"，and ignore the new form of operation of culture in the context of global cultural industry or "materialization" or materialization。This means that once things become medium，So it not only has the use value and exchange value，It also has cultural value at the same time。

Now，The culture that was once a character began to intervene in the economy and daily life，Such as music as a shopping mall permeating the background，Anime cartoon character decoration sports clothing。In daily life，The media and the manufacturer are rival，A series of cultural images or symbols out of film and television、Novels and other characteristic narrative texts，Appears in poker cards、Key ring、refrigerator stickers、Toothbrush、Bathton plug、Jewelry、Clocks、T -shirt、Backpack、Mark Cup and other daily necessities，Channel via international trade，They can be re -embedded in the time and space of other nation -states。Taking the "Yinxin Europe" China -Europe Class as an example，Materials that go from Yiwu are mainly drinks、Crafts、Toys and hardware products, etc.，There are 16 direct routes that can radiate 50 countries and regions along the “Belt and Road”。

When the object becomes a medium，We not only enter a tool -based world for operation，Also with the connotation of a character，Start paying attention to their meaning。In other words，In the era of the global cultural industry，Yiwu small products have medium potential。Along with humans' longing for a better life，The trend of daily life aesthetics spreads，The connotation of small products、Extension and functions are fashionable、Brand、Personalization and other major changes。By giving products more fashion elements、Creative elements、Cultural elements，The advantages of humanities in the "Belt and Road" construction of Yiwu will be transformed into a tradition of Chinese and Western culture、R & D design advantages of consumption habits，Small products become new vectors of Chinese cultural symbol export。

From this，Chinese culture with leisure service、Office catering、clothing, shoes, hats, etc. are all over bet365 live casino games the world，Chinese symbols embedded in the daily life of overseas in the form of tools，Establishing an ordinary "partner"。Here，Chinese culture infiltrate the economic foundation，A subtle effect on the experience of economic and daily life。In fact，Our cognitive experience in Europe, America, Japan, and South Korea also indicates，A cultural ethnic group's cognition of another country and nation，In addition to the systematic understanding of its culture itself，More interactions with the enterprises of this country and the natural acquisition from the consumption process of their products。

　　Social Construction of the Media in Yiwu City

If the medium of small products means that culture sinks in the form of goods，Then the constructive construction of Yiwu City represents the material environment of the city (square、Architecture、Monument、Street) becomes a medium。This is a set of dialectical transformation logic: cultural imagery becomes material，Material becomes cultural image; media becomes material，The material becomes a medium。City，Is a medium。

From the perspective of China's image spread，Yiwu City as the uniqueness of the media，lies in foreign businessmen with a variety of cultural backgrounds，immersed in the daily middle of Chinese culture，Delivery with the Chinese people，Active creation of "space of character" in this city (such as the Jimingshan Community, known as the "United Nations Community")，This private、Specific、Daily space you experienced，Not only does it place the body、Sports space for constructing community identity，Also hooking individual and society、Local and global communication nodes。Business activities in Yiwu are not only Chinese and foreign economic and trade exchanges itself，It is still the process of collision blending between Chinese and foreign cultural values，Also "Silk Road Story" via the local government、Employee、Community residents、Verse of several types of character groups such as immigrants and other types of character groups。

For this，Personalized international communication practice in Yiwu City，It is in the central -local international communication main character distribution pattern，Actively docking Bet365 lotto review national needs，Take into account the overall strategic goals of the country，Specific "Silk Road Story" through local narrative，Make the external communication of the image of China and the specific community、Social Institution，or even everyone's life and emotional contact。is the enthusiasm and initiative of the main body of folk communication，Integrate the local government of Yiwu、Media、The international communication potential energy of the market and individuals，Tell the world to the world with the local narrative。Ru Yiwu Commercial Daily not only launch an English version、Open the "Buy Global Selling Global" column with foreign businessmen in righteousness，and cooperate with overseas Chinese media institutions，In the United States、Canada、France、Brazil、Thailand and other places to open overseas Yiwu special edition，More than 1,600 overseas layouts every year，Continue output of Yiwu image。

Local narrative in Yiwu is also good at creating a local city environment，and convert it into a "portrait space" connected with affiliated foreign merchants，Then spread the image of "in Yiwu" in China。This image is transmitted and constructed by the body of the urban space，The body's visual to the city、Hearing、Taste and other perceptions，It is a direct encounter between physical sensory and urban material environment。The impression of Yiwu City, which is intertwined by the various experiences of a person, has become the epitome of China's image。So，Compared to by text、Video and other representative symbols of Chinese image，Chinese image with the city as the medium highlights the sensory contact in it，Is specific、Direct，It is a subjective capture in roaming。

such as，2021 Capture China "Belt and Road · Golden Hub" online international communication activity，More than 30 online international communication experts from more than 20 countries and regions formed a theme interview group，In -depth experience of Yiwu market trade、E -commerce live broadcast、non -heritage inheritance and other scenarios，Feel and use the lens to record and spread Yiwu as the development vitality of the "Belt bet365 live casino games and Road" hub cities、Civilized style。as the "China Ten Conference Exhibition Famous City"，Yiwu held the Ying Expo every year、Literary Fair、Mori Fair、Travel Expo and other various exhibitions，All cities are media，Invite Russia、Iran、Czech Republic and other countries in China along the "Belt and Road" countries participating in China，Participate in the hosting of the “Belt and Road” International Features Exhibition、Business Salon、Cultural and Trade Symposium, etc.，Create a cultural interaction platform for China and countries along the route，International participants through the exhibition、Later reports from international media，Enhance the exposure of Yiwu City and Chinese culture、Popularity and reputation。

(The author is a lecturer at the Sin Road Culture and International Sinology Research Institute of Zhejiang Normal University)