Better protection sought for cultural market to survive(2)

"With proper guidance and administration, the problem can be solved," she said. "It is not a complicated technical problem. The most important thing is proper administration."

Ma proposed a longterm management system and a professional market administrative team with clear responsibilities to handle the problem.

"Only when we see an orderly and enjoyable cultural market at Liulichang again, can we say it's a model market of Beijing as the national cultural center," she said.

As vice-chairwoman of the Beijing Association of Time Honored Brands, she is concerned about the reduction of antiques stores to fewer than 500 nationwide, down from several thousand three decades ago.

"It's the responsibility of our generation to inherit and rejuvenate the time honored brands that carry the genes of Chinese culture," she said.

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.