【荣宝斋是哪个国家的品牌？】

百年沧桑荣名为宝

荣宝斋取“以文会友，荣名为宝”之意创立，历经松竹斋、荣宝斋和荣宝斋新记，三百余年沧桑巨变。以弘扬中华民族优秀传统文化为宗旨，“荣宝斋”的金字招牌始终闪烁着润泽的荣光，成为民族企业的重要品牌。1950年10月公私合营，“荣宝斋新记”盛大开业，2010年10月荣宝斋迎来了“新记”60周年华诞。60年来，经过几代人的艰苦奋斗，荣宝斋已发展成为中国传统文化艺术繁荣发展，走向世界的重要舞台。

历史回眸三百年铸就大品牌

荣宝斋的前身“松竹斋”始建于1672年，1894年更名荣宝斋，迄今已有300多年的历史。1950年公私合营，“荣宝斋新记”成立。1952年荣宝斋转为国营，并以郭沫若题词墨迹“荣宝斋”为标准的商号字样。“新记”成立60年来，尤其是改革开放以后，荣宝斋在市场经济的磨砺中逐渐转型成为集书画经营、文房用品、木版水印、装帧装裱、出版、拍卖、教育等于一体的综合性文化业。                                       

荣宝斋虽历经百年的荣辱兴衰，人事更迭，至今这三字金匾仍闪烁着润泽的荣光，成为民族企业的品牌、市场中的驰名商标。究其原因，“荣宝斋”三个字就是聚集人气、激励精神的力量源泉。多年来，荣宝斋团结了由一批有志于传统文化艺术的专家、技术人才所组成的一支团队，他们为了荣宝斋兢兢业业；文化鸿儒、丹青巨擘往来于荣宝斋并留下许多佳话，使这座艺术殿堂熠熠生辉；新老顾客认同荣宝斋，缘于老店一贯的诚信经营。因此，“荣宝斋”这个牌子经历时间的洗礼愈发光泽、厚重。对荣宝斋的员工而言，对品牌的苦心经营和珍视，是他们对企业由衷的奉献。

荣宝斋从初创时的琉璃厂南纸店，发展为名闻遐迩的中华老字号、东方艺术画廊，其品牌的内涵在岁月的变迁和一代又一代荣宝斋人的努力下，得以不断扩充、丰富。1896年荣宝斋在其东侧的井院胡同2号设立了帖套作，开始以木版水印技艺自刻、自印笺纸，产品质量高，不久名声鹊起。木版水印技艺保留了传统雕版印刷的工艺特点，荣宝斋所印笺纸因风格新、品位高，被鲁迅先生誉为“诸笺肆之白眉”。1933年鲁迅、郑振铎收集了《北平笺谱》委托荣宝斋出版，翌年又委托荣宝斋翻刻明代的《十竹斋笺谱》。这两部书成为荣宝斋制笺史上最辉煌的篇章。1945年，荣宝斋成功试印张大千的《敦煌供养人》。20世纪50年代开始大量印刷齐白石、徐悲鸿等当代名家画作。

木版水印名画的原理其实与刻印笺纸相同，但工艺却要复杂得多。这种技术是根据画稿笔迹的粗细曲直、圆润刚柔，设色的深浅浓淡、向背阴阳，进行分版勾摹，分别刻成若干块木版，然后对照原作，由浅入深逐笔、逐色地依次叠印，力求逼肖原作、精准无误，足可乱真。木版水印的工艺程序包括勾描、刻版、印刷三道工序。勾描要求纤毫必见，工笔画最精微的地方都要表达出来。刻版则是以刀作笔，不仅要依据勾描出的墨线雕刻，还需要领会原作的精神和笔法，灵活掌握走刀力度，通过刀的走向和力度的变化，来表现线条的转折、顿挫。而最精妙的则是印刷工序，不仅要求技师把握手中微妙的力度变化，还要整体控制周围的湿度，以及快慢的节奏。三道工序关系紧密，实际上是一个不可分割的整体。

荣宝斋并不满足于在当代画家名作的印制上取得的累累硕果，开始把目光转移到著名的古画精品上来。1954年，荣宝斋成功印制了清代王云的绢本山水《月夜楼阁》，填补了1300年来雕版绢本印刷的空白。之后，荣宝斋对古代名画的木版水印由小而大，由单幅到巨幅，步步迭进。在单幅精品中有宋代马远的《踏歌图》、宋代佚名的《出水芙蓉》、宋代刘松年的《秋窗读易图》等。《韩熙载夜宴图》《虢国夫人游春图》和《清明上河图》这三件巨幅木版水印作品先后在20世纪八九十年代成功问世。可以看到，荣宝斋木版水印事业所取得的主要成就，都是在新中国成立、荣宝斋国营以后取得的。凭借着不懈的努力，不断的实践和探索，荣宝斋成功地发展了中国传统文化中的一个重要组成部分——木版水印，攀登上了过去不敢想象、不可企及的艺术高峰。2006年，荣宝斋木版水印技艺被国务院列为首批国家级非物质文化遗产。木版水印的发展，从一个重要方面记录了百年老店荣宝斋的历史，也是荣宝斋品牌的核心内容之一。荣宝斋品牌的另一项重要内涵体现在众多品种的荣宝斋定制或监制商品中。荣宝斋堪称书画家的“好后勤”，纸、墨、笔、砚是每个书画家的必需品。而凡是经荣宝斋售出的文房四宝都是按照书画家的要求精心选出来的。荣宝斋销售的宣纸要求柔韧而润、光而不滑、折而不损、细薄而匀，吸水性强、着墨易收，用于书画则墨韵清晰、层次分明。宣纸不同于别的纸，刚造出来的不好用。因为新纸纸性暴硬不润，而存放多年的旧纸，几经寒暑干湿，暴性全无，落墨得心应手，所以放上两三年以后的宣纸才是佳品。荣宝斋出售的宣纸，一般是库存两三年以后的。当然，库存时间越长，资金积压也就越多，但是为了便于书画家写字作画，荣宝斋是宁愿这么做的。其他各色冷金笺、素染宣、玉版宣、煮垂宣、云母笺、蝉翼笺、蜡笺等矾纸，也都是荣宝斋自己监制的。荣宝斋所经销的毛笔，大都由全国各地名店高手加工制造，并各取其所长。一般湖州、上海、苏州等地的笔，以羊毫见长；而在北京狼毫笔的制作则更为精良，这与材料、气候等因素息息相关。有时，荣宝斋还会根据书画家的需要向制笔厂（店）定制有特殊要求的毛笔。砚石的产地相当多，而荣宝斋主要定制的是令人赞不绝口的四大名砚——端砚、歙砚、洮河砚、澄泥砚。荣宝斋除了经营旧墨，还监制质量要求高的新墨。凡是荣宝斋售出的墨，不论是块墨还是墨汁，不论是旧墨还是当代产的墨，都以质量优良名扬海内外。荣宝斋经销的其他文房用品，也都质量上乘。如荣宝斋的印泥最突出的特点是不扩散，不褪色。荣宝斋定制的“姜思序堂”国画颜料，具有“浮现光泽，轻细若尘，入水即化，与墨相融，着纸能和，多裱不脱”等特色。荣宝斋出售的扇面是从杭州定做的，裱画用的绫，做册页面用的锦，精瓷的笔筒、笔洗等也是直接到苏州、杭州、景德镇的厂家定做的。可以说，荣宝斋卖的每一样东西都不是流水线上出来的，而是荣宝斋精心为使用者监制和定做的。也正因为如此，荣宝斋的产品在书画家圈子里是很有信誉的。1999年以后，荣宝斋在原来基础上扩大了定制商品的数量和质量，并通过在国内建立经销店、加盟店的形式，扩大了荣宝斋的品牌影响。

荣宝斋最有价值的品牌资源还在于人才。多年来，荣宝斋传承下来的人才培养机制为企业培育了一代又一代行业专家、技术骨干。勾描如王宗光、陈林斋、冯忠莲、金振之、郭慕熙、董燕娜、米景扬、侯丕显、李伯实、孙树梅、方工，刻版如张延洲、张进申，印刷如孙连旺、王玉良、田永庆，装裱如张贵桐、王家瑞、冯鹏生，篆刻如徐之谦、熊伯齐，书画鉴定如许麟庐、王大山……他们是荣宝斋品牌永远绽放光芒的源泉！

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1950年10月19日，公私合营后的“荣宝斋新记”开张，这是北京第一家私营商业的公私合营。1952年荣宝斋转为国营后生机焕发，再一次走上兴旺发展的道路。在首任经理侯恺的领导下，荣宝斋恢复了一些传统商品，同书画家建立了广泛的联系，在经营历代书画和文房用品之外，着重发展木版水印，成功地复制了徐悲鸿的《奔马》和齐白石的《白茶花》，销路很好。此后，荣宝斋就尽可能地收集历代名画，印制成木版水印作品，如自隋代的《虢国夫人游春图》开始，到唐宋元明清历代都囊括，明四家及清代的四王、四僧等，几十年间已临摹、复制不同时代的优秀绘画数千种。

1959年荣宝斋组建了以装裱大师张贵桐为首的实力雄厚的装裱车间。这里不仅承担着新古书画的日常装裱工作，还在拯救抢修损毁十分严重的古代经典书画方面创造了一个又一个奇迹。例如：唐代绢本《女娲图》，因年代久远，已损毁到一触即破的地步，荣宝斋的装裱师傅运用传统经验和现代科学技术，毫无损伤地装裱成幅，并使色彩更加稳固。辽代刻经本《大方广佛华严经随疏演义钞序卷第一上》和《通赞疏十》，原秘藏于塑佛腹中，年代久远，长期受潮，粘连如棒，发现时已无法展观，经冯鹏生、李振东等人抢修，使用了冲洗旧书画的传统工艺，成功地一点一点揭开了这部900年前的著名经卷，再作装裱，恢复原貌。另一幅明代绢本长卷，已酥裂破碎，无法展观此画，经李振东、李伯实等人拼对、冲洗、托裱、全色后，使原作的人物体态丝毫不走样地呈现在绢本上。

1959年，荣宝斋承担了人民大会堂宴会厅巨幅国画《江山如此多娇》的物质保障和装裱工作。为了在物质上保障画作达到最佳效果，荣宝斋提供了珍藏的古墨和丈二匹宣纸以及最好的颜料。光是珍存多年的丈二匹宣纸，就用了近百张。还特制了杆长一米多的如椽巨笔。画框则是荣宝斋用名贵的明代金丝楠木做的。尽管当年荣宝斋的装裱师傅采取了防裂的措施，但到了1990年，画面还是崩裂了。为了保护这幅有重要历史意义和艺术价值的巨画，国家领导人决定临摹一幅代替它在人民大会堂继续“服役”。临摹工作由荣宝斋画家孙树梅、米景扬带领两个青年在人民大会堂进行。临摹本的装裱工作也由荣宝斋负责。整个临摹、装裱工作共进行了一个多月。临摹本忠实地再现了原作的神采和气势，最后由万里委员长和彭冲副委员长审定认可。

1978年底，为了适应改革开放的潮流，国家决定对琉璃厂进行改造，这条写满了民族文化艺术历史的街道面临着重大的历史转机。荣宝斋的规划是在原地扩建，为确保荣宝斋扩建工程的落实，中央和北京市的领导同志都很关心，做了许多艰苦的工作，千方百计把荣宝斋扩建工程需要占地的四邻，如伦池斋、市美术公司裱画厂等统统迁到别的地方去，腾出了琉璃厂西街的半边天。改造期间，东西琉璃厂两条街统统拆为平地，大部分门市都迁往天坛公园里临时搭建的房子。1984年春，历经6年风霜的新琉璃厂文化街正式建成，荣宝斋、中国书店、宝古斋、韵古斋、庆云堂等历史老店都恢复了。琉璃厂文化街作为一个承载民族文化的整体得以重生！

1977年到1978年是“文革”后荣宝斋书画业务恢复生机并走向正规的阶段。这一阶段，荣宝斋率先做了几件大事。1977年，荣宝斋首先提出来恢复稿费，1978年终于批下来了。当时的最高标准是1平方尺15元。这个消息一经公布，震动了全国的书画界。另一件事，是1977年由文化部、美协、荣宝斋三家合作组建了“中国画创作组”，即后来的中国画研究院。创作组把全国的名画家集中到一起创作，其创作的作品用途主要有三个方面：第一是作为外交部赠送的外交礼品；第二是由美协和美术馆收藏；第三是由荣宝斋经销从而变成外汇，体现一定的经济效益。

荣宝斋代表的是民族传统艺术，因此从某种程度上说，荣宝斋还担负着将民族艺术传之四海的责任。1979年11月，荣宝斋与日本西武百货合作，赴日举办了“中华人民共和国建国30周年暨中国荣宝斋展览会”。荣宝斋特邀了全国很多书画家为这个展览专门进行创作。由于是中日文化长期断绝后的首次交流，得到了文化部的支持，也引起了中日文化界的广泛瞩目。这次展览之后，日本文化界反响强烈，到翌年3月，西武百货正式挂牌成立了荣宝斋经销处。1986年，荣宝斋应日本西武艺术馆的邀请，将本斋珍藏多年的明、清字画及文房四宝，拿出近二百件精品，在日本东京举办了“荣宝斋珍藏艺术品展”，轰动了日本。此后，两国的书画交流高潮迭起，形成了两国文化艺术交流史上空前的盛况。除了把中国书画家推介到日本，荣宝斋也经常邀请日本知名的书画家访华。

1986年，荣宝斋经考察后决定在新加坡设立荣宝斋经销处。1987年9月，荣宝斋赴新加坡举办了“中国荣宝斋木版水印书画展”，展出了木版水印画一百个品种。其中不仅有《韩熙载夜宴图》《簪花仕女图》等古代名家巨作，还有郑板桥、任伯年、齐白石、徐悲鸿、吴作人、李可染等清末和当代大师的作品。另外还展出了90位当代著名画家的200件原作。这次木版水印书画展轰动狮城，影响深远，意义重大。后来，新加坡经销处成为全新加坡三十几家画廊之冠。

随着对外开放、对内搞活政策的深入人心，荣宝斋同各国和地区之间的文化交流活动日益频繁。为更好地传播祖国传统书画艺术的丰硕成果，扩大海内外的艺术交流，1987年11月，荣宝斋同香港博雅艺术公司合资，开办荣宝斋（香港）有限公司。公司开业以后，深得香港各界爱国人士的欢迎和支持。1989年，荣宝斋（香港）有限公司与协联古玩拍卖行合作，于香港希尔顿酒店举办字画拍卖会。此为大陆文化企业举办的首次拍卖活动。荣宝斋毅然加入国际拍卖行列，不仅打破了苏富比和佳士得“控制”香港艺术品拍卖市场的局面，而且对提高中国画在国际市场上的地位有着十分重大的意义。以后香港公司每年都会举办两次拍卖会，直至1996年。

1992年，荣宝斋藏品展首次在韩国东方画廊举办。1994年－1995年间，荣宝斋汉城分店正式成立，由荣宝斋和东方画廊联合经营。2002年6月，为庆祝中韩建交10周年，促进中韩两国的文化交流，荣宝斋与东方画廊合作，在韩国国立汉城大学举行了“荣宝斋珍藏明清书画展”。

2002年4月，应台湾台北国父纪念馆邀请，荣宝斋副总经理王铁全、雷振芳等赴台湾参加“齐白石大展”开幕式并进行学术交流。此次展览共展出齐白石作品124件，其中荣宝斋提供了17件。雷振芳还作了《齐白石与荣宝斋》的专题演讲。

自1979年以来，荣宝斋就开始到海外进行商业性质的大型国际文化交流活动。这种交流活动让世界各国看到了沉迷多年后复苏的中国传统文化艺术，成为世界重新认识中国的光彩之笔。

1995年至2002年荣宝斋对日、韩的出口贸易取得了不错的成绩，赚取了可观的外汇。荣宝斋还先后在德国、原苏联、匈牙利等国举办画展，在世界重要图书博览会上也活跃着荣宝斋的身影。

2010年3月，外贸业务从对外发展部分离出来，正式成立外贸部，充分表明了荣宝斋大力推动“走出去”工作的企业发展战略。

1994年，荣宝艺术品拍卖有限责任公司成立，这是荣宝斋第一家以现代企业模式建立的下属企业。荣宝斋做出这个决定也是适应市场变化的形势。原本艺术品拍卖属于二级市场，画廊是一级市场。但是随着时代的变迁，市场机制的变化，二级市场逐渐走到了一级市场前面，拍卖公司比画廊做得还大，还火爆。原来在一级市场中占居重要席位的荣宝斋逐渐被二级市场超越，因此，荣宝斋迅速做出了市场反应，成立了荣宝拍卖公司，不断占领二级市场。1995年秋举行了第一场拍卖会。1995年、1996年两次大的拍卖会基本确立了荣宝斋在中国大陆拍卖行业的地位。拍卖公司的成立为荣宝斋的书画事业带来了新的发展契机，荣宝斋也很好地抓住了机会，让这块金字招牌在艺术市场上变得更加响亮。

荣宝斋一期改建工程结束后，有2800多平方米的厂房用地荒掉了。1992年，针对这片荒地，荣宝斋提出了建设“荣兴艺廊”的规划方案。采取以租代建的方式，荣兴艺廊仅用了4个月零11天就完工了。1993年到2004年，经过10年的发展，荣兴艺廊成为经营艺术品、古玩杂项、字画的综合市场，经营范围也逐步扩大，超过了3000个品种，成为北京经营古董、名人字画的十大优秀文化市场之一。

1993年4月，荣宝斋出版社正式批准挂牌成立，品牌图书《荣宝斋画谱》、《中国书法全集》等的出版工作得以规范并加快。《荣宝斋画谱》最初的出版规划是荣宝斋老经理侯恺在1962年提出的，并请陈毅元帅撰写了序言。但《荣宝斋画谱》系列的第一本画谱，即王雪涛的花鸟分册，是在“文革”后的1979年出版的。至今，历经30年时间，《荣宝斋画谱》仍在不断出版当中，已出版了198分册，这是当代美术出版史上出书种类最多的美术入门丛书，发行时间之长，发行量之大，其他的美术出版物均难以望其项背。

《中国书法全集》是我国现代出版史上第一套大规模的书法丛书。该项目于1991年启动，计划出版108分卷，聘请著名书法家、书法理论家刘正成先生任全集总主编，组织国内优秀的学者任各分卷主编，收集图版资料，撰写研究文章，由荣宝斋出版社审定出版。这部大型丛书自1991年开始出版发行各分卷，至今已出版65卷。它对历代书法作品的收集、整理工作，使得大批海内外公私收藏得以影印出版，公之于众，以作品的全面性、丰富性和权威性，获得广泛的好评。

作为一个出版机构，荣宝斋在期刊出版上也取得了重要的成绩。荣宝斋创办的第一本刊物是1986年至1988年之间的《金石书画》，以丛书形式发行了三辑，全面介绍古代和近现代书画篆刻艺术，推介当代书画篆刻艺术家。1994年创刊的《中国篆刻》杂志则是荣宝斋出版的第一个正式刊物。这本杂志在1994年到1998年间作为自办发行的季刊，共发行了13期，它以研究内容的深度及图片资料的丰富性和权威性，新颖大方的版式设计，获得了艺术界极高的评价和口碑。1998年，《中国篆刻》杂志更名为《荣宝斋》杂志。《荣宝斋》杂志（双月刊）于1999年10月创刊，2000年1月面向国内外公开发行。《荣宝斋》杂志一直秉承“弘扬传统文化精神”的办刊宗旨，以中国传统书画艺术的挖掘为主题，同时兼顾其他艺术门类，引领书画研究与传播的发展，发行量和影响力不断提升，得到了广大读者和专家的首肯。
   2000年，荣宝斋迎来了“新记”成立50周年。荣宝斋举行了盛大的纪念活动，党和国家领导人、文化界人士纷纷为荣宝斋题词，抒写与这座百年老店的深厚情谊，在天下客瞩目之下，荣宝斋人抖擞精神，重又踏上前方灿烂的征程！

英文翻译：In the past hundred years, the name of treasure treasure treasure house was established with the meaning of "Friends of the Literary Association, treasure of honor". It has experienced three hundred years of great changes after the new records of matsuzhai, rongbaozhai and rongbaozhai. With the aim of carrying forward the excellent traditional culture of the Chinese nation, the golden signboard of "rongbaozhai" has always been glittering with the glory of moistening, and has become an important brand of national enterprises. In October 1950, the "rongbaozhai Xinji" was opened in public-private partnership. In October 2010, rongbaozhai ushered in the 60th anniversary of the "Xinji". In the past 60 years, after several generations of hard work, rongbaozhai has developed into an important stage for the prosperity and development of Chinese traditional culture and art and for the world. Looking back on history, the predecessor of rongbaozhai, songzhuzhai, was founded in 1672 and renamed rongbaozhai in 1894. It has a history of more than 300 years. In 1950, the "rongbaozhai new record" was established. In 1952, rongbaozhai was transformed into a state-owned enterprise, and the business name was written with the inscription "rongbaozhai" written by Guo Moruo as the standard. Since the establishment of "Xinji" 60 years ago, especially after the reform and opening up, rongbaozhai has gradually transformed into a comprehensive cultural industry integrating calligraphy and painting management, stationery, woodblock watermark, binding and mounting, publishing, auction and education. Although rongbaozhai has experienced a hundred years of ups and downs in honor and disgrace, and personnel changes, the three words of the gold plaque still glitter with the glory of moistening, becoming the brand of national enterprises and well-known trademark in the market. The reason is that "rongbaozhai" is the source of power to gather people and inspire spirit. Over the years, rongbaozhai has united a team composed of a group of experts and technical talents who are interested in traditional culture and art. They are dedicated to rongbaozhai. Cultural scholars and elites exchange with rongbaozhai and leave many good stories, which makes the art palace shining. New and old customers agree with rongbaozhai, which is due to the consistent honest operation of the old shop. Therefore, "rongbaozhai" brand has experienced the baptism of time and become more glossy and thick. For the employees of rongbaozhai, the painstaking management and value of the brand is their sincere dedication to the enterprise. Rongbaozhai has developed from Liulichang nanzhidian in its infancy to a well-known Chinese time-honored brand and Oriental Art Gallery. The connotation of its brand has been continuously expanded and enriched with the changes of years and the efforts of generations of rongbaozhai people. In 1896, rongbaozhai set up a poster set on No. The woodblock watermark technology retains the characteristics of the traditional woodblock printing process. The paper printed by Rong Baozhai is known as "the white eyebrow of zhujiansi" by Lu Xun because of its new style and high grade. In 1933, Lu Xun and Zheng Zhenduo collected and commissioned Rong Baozhai to publish the Beiping script, and the next year, Rong Baozhai was commissioned to reprint the Ming Dynasty script of shizhuzhai. These two books became the most brilliant chapter in rongbaozhai's paper making history. In 1945, rongbaozhai successfully printed Zhang Daqian's Dunhuang supporter. In the 1950s, a large number of paintings by contemporary famous artists such as Qi Baishi and Xu Beihong were printed. In fact, the principle of woodblock watermark is the same as that of paper, but the process is much more complicated. This technique is based on the thickness, straightness, roundness, hardness and softness of the strokes, the depth, density and lightness of the colors, and the back of yin and Yang. It is used to make a block of wood blocks, and then, in contrast to the original, it is used to make a block by block printing, one by one, one by one, and one by one, so as to make the original work accurate and true. The process of woodblock watermark includes three processes: tracing, engraving and printing. Tracing requires that you see everything, and the most delicate parts of meticulous painting should be expressed. The engraving is based on a knife. It is not only carved according to the ink line drawn, but also needs to understand the spirit and writing method of the original work, grasp the strength of cutting flexibly, and show the turning and frustration of the line through the change of the direction and strength of the knife. The most exquisite is the printing process, which requires the technician not only to grasp the subtle changes in strength, but also to control the humidity around and the rhythm. The three processes are closely related, in fact, they are an integral whole. Rong Baozhai was not satisfied with the great achievements in the printing of contemporary painters' masterpieces, and began to focus on the famous ancient paintings. In 1954, rongbaozhai successfully printed the silk landscape of Wang Yun in the Qing Dynasty, the moon night Pavilion, which filled in the blank of the block printed silk in the past 1300 years. After that, rongbaozhai's woodblock watermarks for ancient famous paintings are gradually increasing from small to large, from single to large. Among the single fine works are Ma Yuan's "step song map", the Song Dynasty's anonymous "Lotus out of water", and Liu Songnian's "autumn window reading map", etc. "Han Xizai's banquet", "Guo Guo's wife's spring outing" and "the picture of going to the river in the Qingming Dynasty" were three large woodblock watermark works that were successively published in the 1980s and 1990s. It can be seen that the main achievements of rongbaozhai woodblock watermark business are made after the founding of new China and rongbaozhai state-owned. With unremitting efforts and continuous practice and exploration, rongbaozhai has successfully developed an important part of Chinese traditional culture - woodblock watermark, and climbed to the unimaginable and unreachable art peak in the past. In 2006, rongbaozhai woodblock watermark technology was listed as the first batch of national intangible cultural heritage by the State Council. The development of woodblock watermark records the history of rongbaozhai, a century old shop, from an important aspect, and is also one of the core contents of rongbaozhai brand. Another important connotation of rongbaozhai brand is embodied in many kinds of customized or supervised products of rongbaozhai. Rongbaozhai is the "good logistics" of calligraphers and painters. Paper, ink, pen and inkstone are the necessities of every calligrapher and painter. All the four treasures sold by rongbaozhai are carefully selected according to the requirements of calligraphers and painters. The Xuan paper sold by rongbaozhai is required to be flexible and moist, smooth but not slippery, folded but not damaged, thin and even, strong water absorption, easy to collect ink, and clear and layered when used for calligraphy and painting. Rice paper is different from other kinds of paper. The paper just made is not easy to use. Because the new paper is hard and dry, and the old paper stored for many years is dry and wet in the cold and summer. It has no violence at all. The ink is easy to drop, so the rice paper after two or three years is the best one. The Xuan paper sold by rongbaozhai is generally in stock for two or three years. Of course, the longer the inventory time is, the more money will be overstocked, but in order to facilitate the calligraphers and painters to write and draw, rongbaozhai would rather do so. Other alum paper, such as cold gold paper, plain dyed paper, jade plate paper, boiled vertical paper, mica paper, cicada wing paper, wax paper, etc., are also supervised by rongbaozhai. Most of the brushes sold by rongbaozhai are processed and manufactured by experts from famous stores all over the country, and each takes its own advantages. Generally, pens in Huzhou, Shanghai, Suzhou and other places are better than those in Beijing, which is closely related to materials, climate and other factors. Sometimes, rongbaozhai will customize the brushes with special requirements to the pen factory (shop) according to the needs of calligraphers and painters. There are quite a lot of producing areas of inkstones, and rongbaozhai mainly customizes four famous inkstones that are highly praised - Duan inkstone, She inkstone, Taohe inkstone and Chengni inkstone. Rongbaozhai not only manages old inks, but also supervises the production of new inks with high quality requirements. All the inks sold by rongbaozhai, whether block inks or ink, whether old inks or contemporary inks, are famous for their excellent quality at home and abroad. Rongbaozhai sells other stationery of high quality. For example, the most prominent feature of rongbaozhai printing mud is non-proliferation and non fading. The "Jiang Si Xu Tang" traditional Chinese painting pigment customized by rongbaozhai has the characteristics of "emerging luster, light and fine as dust, melting into water, blending with ink, blending with paper, mounting more than one". The fan sold by rongbaozhai is made to order from Hangzhou. The damask used for mounting, brocade used for making books and pages, pen barrel and brush washing of fine porcelain are also made to order directly from manufacturers in Suzhou, Hangzhou and Jingdezhen. It can be said that everything rongbaozhai sells is not from the assembly line, but is carefully supervised and customized by rongbaozhai for users. Because of this, rongbaozhai's products are very reputable in the circle of calligraphers and painters. After 1999, rongbaozhai expanded the quantity and quality of customized products on the original basis, and expanded the brand influence of rongbaozhai by establishing distribution stores and franchise stores in China. The most valuable brand resources of rongbaozhai are talents. Over the years, the talent training mechanism inherited by rongbaozhai has cultivated generations of industry experts and technical backbones for enterprises. Such as Wang Zongguang, Chen linzhai, Feng Zhonglian, Jin Zhenzhi, Guo Muxi, Dong Yanna, MI Jingyang, Hou Pixian, Li Boshi, sun Shumei, Fang Gong, engraving such as Zhang Yanzhou, Zhang Jinshen, printing such as sun lianwang, Wang Yuliang, Tian Yongqing, mounting such as Zhang Guitong, Wang Jiarui, Feng Pengsheng, seal cutting such as Xu Zhiqian, Xiong Boqi, calligraphy and painting identification such as Xu linlu, Wang Dashan They are the source of glory treasure house brand forever! On October 19, 1950, the "new record of rongbaozhai" opened after the public-private partnership, the first public-private partnership of private business in Beijing. In 1952, when rongbaozhai became a state-owned enterprise, it was once again on the road of prosperity and development. Under the leadership of Hou Kai, the first manager, Rong Baozhai restored some traditional commodities and established extensive contacts with calligraphers. In addition to the management of calligraphy, painting and stationery, he focused on the development of woodblock watermarks and successfully copied Xu Beihong's "galloping horse" and Qi Baishi's "white camellia", which sold well. Since then, rongbaozhai has collected as many famous paintings as possible and printed them into wood block watermark works. For example, since the Sui Dynasty's "the spring outing of Guo Guo's wife" to the Tang, song, yuan, Ming and Qing Dynasties, the four masters of Ming Dynasty and the four kings and four monks of Qing Dynasty have copied and copied thousands of excellent paintings of different times in decades. In 1959, rongbaozhai established a powerful mounting workshop headed by mounting Master Zhang Guitong. It not only undertakes the daily mounting work of the new ancient calligraphy and painting, but also creates one miracle after another in rescuing and repairing the damaged ancient classic calligraphy and painting. For example, the painting of Nuwa, a silk script of the Tang Dynasty, has been damaged to the point of breaking at a touch due to its long history. Rongbaozhai's mounting master used traditional experience and modern science and technology to mount the painting without any damage, and made the color more stable. In the first volume of notes preface of Dafang Guangfo Huayan Sutra and tongzan Shushi in Liao Dynasty, they were originally hidden in the belly of plastic Buddha. They were damp for a long time and adhered like sticks. When they were found, they couldn't show their views. After rush repair by Feng Pengsheng, Li Zhendong and others, they used the traditional craft of washing old books and paintings, and successfully uncovered the famous Sutra 900 years ago, and then repackaged it Mount, restore original appearance. Another long scroll of silk in Ming Dynasty, which has been crisped and broken, can't be exhibited. After Li Zhendong, Li Boshi and other people put together, washed, framed and in full color, the figure's posture of the original work is exactly on the silk. In 1959, rongbaozhai undertook the material guarantee and mounting work of the huge traditional Chinese painting "so many beautiful mountains and rivers" in the banquet hall of the Great Hall of the people. In order to ensure the best effect of painting in material, rongbaozhai provides two pieces of Xuan paper and the best pigments. Just two Zhangs of rice paper, which had been treasured for many years, used nearly a hundred. We also made a special rod with a length of one

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