He encourages group members to continue learning about cultural relics and to get closer to the front line through more field research.

"It's better to avoid merely reposting negative comments online, and to do something practical instead," he said, adding that the protection of cultural relics also faces many difficulties.

The lack of continuous financial support, an absence of shared platforms for information and vague regulations are major obstacles.

"For example, we want to have more people 'adopt' cultural heritage to better take care of it. However, the current rules are restrictive."

Compared with protection, discussion about how cultural heritage can be used is rarely heard among Chinese scholars, let alone its resale value.

Similar problems are faced by many grassroots protectors nationwide, but it is time to unite their efforts, Li said.

In late June, an alliance of social organizations urging better protection and use of cultural heritage was founded, comprising 71 institutions across China.