Better protection sought for cultural market to survive

Rongbaozhai represents two intangible cultural heritages－woodblock printing and the restoration of traditional paintings or calligraphy works.

"Instead of sealing them up like fossils, we keep them alive by bringing them into the market," said Ma. "We develop products that both preserve the original techniques and artistic characteristics of the cultural heritage and suit modern aesthetic tastes."

Sales of the products in craft shops create an annual profit of more than 20 million yuan ($3.25million).

By hosting exhibitions and auctions of works, Rongbaozhai promotes cultural heritage around the country and overseas. It has held exhibitions of wood prints in the United States, Switzerland and France. It plans to hold art exhibitions to promote traditional Chinese art globally. It also exports nearly 100 publications to Western countries each year.

Rongbaozhai has experienced revolutionary changes in the past 10 years. Besides strengthening its traditional core businesses, it has ventured into new areas such as publishing, protection of cultural heritage and developing related products, as well as the display, trade, auction and leasing of artworks.

Last year, its turnover hit 1.22 billion yuan, with a profit of 253 million yuan. It has become a leading enterprise in China's creative culture industry.

Ma said the company is seeking further restructuring to prepare for an initial public offering.

"We're trying our best to make Rongbaozhai a good example and provide valuable experience and confidence for similar brands to develop in the new age," she said.