China's best-known 100 artisans have recently added marketing to their skills. They're the transmitters of China's intangible cultural heritage and have attended a 40-hour marketing course sponsored by the Beijing Municipal Bureau of Culture. To save the traditional crafts from dying out, the specially designed training session features lessons in marketing research, branding, publicity, data analysis and case studies. After the course, Wen Qiangang, transmitter of lacquer engraving said he's confident about the art's prospect. "Now I know how to highlight the uniqueness of my crafts and what to do."