近年来，民俗文化热重新兴起，对民俗脱离原生语境的生产、加工、应用的民俗主义现象普遍存在，资源化成为民俗发展的趋势。民俗主义的运用也广泛存在农村电商的发展中，成为提高产品附加值的重要手段。本文通过对浙江省缙云县“忆亩香”和“朱子阁”两家电商中存在的民俗主义现象的分析，发现商家从产品本身的生产制作、包装设计与依托电商平台的虚拟空间的文化氛围这三个方面进行对原产品的价值增值和意义赋予，使产品获得了文化上的独一无二性。这种独一无二性一方面来自于对其原生态的强调，另一方面则来源于其被赋予的象征意义，这些与乡土有着天然联系的产品象征着遥远的他乡、逝去的田园与诗意的生活。民俗的确脱离了原有的语境，在电商语境中被重新“发明”，但发明新民俗的人们并非完全出于爱好，而是出于乡村责任感，这使得过去的民俗被重新整合进现代生活之中，并在整体上促进了乡村振兴。

In recent years, the popularity of folk culture has been rising again, and the phenomenon of folklorism which means the production, processing and application of folklore outside its primary context is widespread. The application of folklorism is also widespread in the development of rural e-commerce, which has become the important means to improve the added value of products. This paper analyses the “folklorism” existing in the two e-commerce companies “Yimuxiang” and “Zhuzige” in Jinyun County, Zhejiang Province, and finds that the progress of increasing value and giving meaning to the original products is mainly depend on three aspects, including production, package design and cultural atmosphere of virtual space based on e-commerce platform, which finally making products won the cultural uniqueness. This uniqueness comes from the emphasis on its original ecology and the given of symbolic meaning. Having a natural connection with village, these products symbolize a distant land, meanwhile a pastoral and poetic life. Folklore is indeed outside the primary context and re-invented in the context of e-commerce. However, the inventors of new folklore are not entirely out of hobby, but out of a sense of responsibility to their country, which makes the past folklore reintegrated into the modern life and promotes rural revitalization on the whole.