The handicraft market is in the "strange circle"

Chinese handicrafts have profound cultural deposits, cloisonne, bone china, shadow, embroidery, purple sand, painted pottery, celadon, swords, iron paintings, root carvings, stone carvings, jade carvings, etc., all of which are national treasures. Special handicraft products, that is, products that have been hand-processed from raw materials or semi-finished products, are even more meticulous and culturally pleasing. In general, after nearly 20 years of development, China's handicraft industry has become the largest producer and exporter in the world.

However, the times are advancing with the times and the cultural values ​​of modern consumers are undergoing profound changes. Whether it is geographical or cultural awareness, the economic structure has evolved from a regional economy to a global one, emphasizing too much on the culture of crafts. The diversification of appeals can't cater to the value needs of consumers. This point needs to be repositioned to constantly interpret the essence of traditional culture in line with the spiritual demands of the times (cultural appeals).

The existence of the industry does not mean the development of the industry. From the analysis of the status quo of Chinese handicrafts, it can be seen that the handicraft industry faces a series of problems at the same time of rapid development: if the enterprises are mostly private enterprises, the production scale is small, and the small enterprises account for the entire More than 70% of the industry; in the brand power, traditional crafts do not understand marketing, modern crafts cultural heritage is not enough; lack of professional talent, production technology is backward; professional market management confusion, lack of protection and restrictions of laws and regulations and many other issues need to be solved. This is a deep-seated reason. The most important one is the marketing link, because the marketing link involves the healthy development of the industrial chain. However, for many years, the handicrafts companies do not know what to do? Exports and mass production are already handicrafts. The direction of the development of the industry is like a "strange circle". Enterprises are all moving around in this circle. How can you get up quickly with a cymbal?

Vicious Circle: Designers Are Marketing Experts

At present, there is a phenomenon in enterprises, that is, many companies do not divide people, designers also participate in marketing, but also the name is to understand the market demand, especially some small businesses, the chief designer is also the general manager, executive, marketing, shoulder to pick , is really versatile. Today, traditional and outdated marketing methods are still used in the industry. After a few links, the product finally reaches the end customer. The formation of a long cycle of commodity circulation, the increase in the price of the goods keeps the commodity prices high, and the profit of the retail stores is small; the products are similar, the lack of personality, the price is confusing, and the market lacks standardized management and services. Today, there are many different marketing models. Channels ranging from flat to three-dimensional, chain stores, brand stores, flagship stores, specialty stores, online ordering and other emerging terminals can coexist in the same market.

Why is it that the company is slow to develop, and who can't blame the market? Can only blame people. The design of handicrafts has its own certain independence. This accumulation of design cannot be solved only by the single link of marketing. As a result, businesses are busy, but they have no performance.

Professionals do professional things. This is the basis for a company's long-term development.

Another phenomenon can not be ignored. Due to ineffective information in the industry, serious brain drain, lack of innovative design, and some traditional folk crafts faults, failed to be protected and passed on in a timely manner. Some experts and technicians engaged in arts and crafts have been transformed. Talent crisis is more dangerous than market crisis.

Circle two: prices like flowers like fog

Crafts and artworks are still fundamentally different. However, the current arts and crafts market is very strange. On the one hand, the price is surprisingly high. On the other hand, the price is extremely low. The two levels of differentiation are very serious. As a result, the value of high-end handicrafts on the market is not enough. The low-grade handicrafts can no longer be called handicrafts, and even imitation products cannot be mentioned. A large number of consumers can not tolerate the quality of crafts can not pass, and the magnificent furnishings above the hall. The chief proprietor of a metal handicraft factory said that the price of the product is the same because of the use of expensive materials in the raw materials, resulting in increased costs, which would be the reason for the high price of handicrafts. It would be better for consumers to buy a gold bullion directly. .

Vicious circle 3: Value orientation, is it to art or to the market?

Sales is the active party and consumption is the passive party. In all marketization today, all the noble sales of handicrafts are king. In the design orientation, there has always been a problem tangled among them, that is, the value orientation of the art and the market, now on the market Old handicrafts and imitation old craft products are in full swing and constitute the mainstream of the handicraft market. From the marketing point of view, there is a factor of value appeal. Then, the core of handicrafts, or the “true value” that can promote market consumption is what?

Since traditional life no longer exists, the authenticity of traditional craft elements becomes a requirement, because traditional craftsmanship has become a luxury product itself, no matter if the purpose of consumption is spiritual root-seeking or decorative comparison, handicrafts. The development is inseparable from the improvement of material and spiritual life. Although there are many folk arts and crafts on the verge of loss, no one inherits traditional craftsmanship, and even some of them have already been cut off, but we know Xi'an's cloth tigers, Henan's mud toys, Guizhou's batik, Shandong's Huaifang's kites, and Hubei. Huangmei’s pick flowers, Gansu’s sachets, E-east embroidered insoles, Shandong’s wooden toys, and Tianjin's clay figurines are still traditional crafts. Although they belong to world art products, they are actually urban landmarks and regional cultures. One of the representatives.

In contrast, how many of the products that are designed and produced through modern technology can establish individual brands, which have use value but lack artistic content. The market orientation of handicrafts, ornaments, and art is mixed, from the integration and grasp of cultural elements to the packaging of modern aesthetic design, from the introduction of new cultural concepts, to modern marketing methods, and even to the involvement of modern new capitals. Craft companies cannot highlight the strategic direction of craft products in the future.

Circle 4: Innovation is "new", not "creating"

A pair of couplets hanged in Lin Zexu’s study: “If the children are like me, what should you do with your money? If you are rich and wealthy, then you will lose your record; if your children and grandchildren are not as good as me, what will you do with your money? "Crafts are one of the most advocating individualized industries. Without individual differences, the industry will be difficult to survive. Judging from the current overall situation, it still inherits the traditional old ways for many years. It is a thing that has remained unchanged for decades, and then it is facing a large number of similar manufacturers. Then everyone is left with little profits to make. Then there is a lot of inventory, and product development. Not enough, the degree of homogeneity is too high, and the threshold for entry is too low. For the old ancestral things, we have to inherit, but the inheritance is two words, the basis of inheritance, inheritance, commitment is to innovate, there is no source of innovation, the development of handicrafts market is just empty talk. Many existing arts and crafts companies are eating old books, and traditions cannot be lost. However, traditions are not all gold, and they can only be inherited to develop. The development of some traditional arts and crafts enterprises is exactly like this. In "holding gold rice bowl to discuss rice," the design and innovation of handicrafts should be changed according to market demand, pay attention to its applicability and aesthetics, and development must be targeted and marketable. Nowadays, the demands of the market for varieties, techniques, and green environmental protection are becoming more and more obvious. Individualized, creative, innovative and unique crafts have attracted more and more attention.

For example, taking wood as the essence, combining modern manufacturing technology and traditional handicraft technology in technology, it will combine modern fashion with Chinese traditional culture and craftsmanship in culture, and will artistically and technologically appreciate the product in terms of individuality. The combination of sex, collection and practicality. This is Tan Carpenter, Tan Carpenter is not a traditional handicraft, but it is a model of a modern handicraft company. After more than ten years of development, it has independently developed more than 2,400 kinds of products, and has 15 patents that have now developed into furniture, carding supplies and accessories. Specialized company. Enjoy high market popularity and social reputation.

In addition, there is organic grafting of handicrafts and markets, maximizing art and craftsmanship, such as “wine alcoholic liquor” in Chinese cultural wines, and contemporary painter Huang Yongyu, known as “Ghost Talent” and “geeks” in the painting industry. However, the wine from Xiangxi is titled “Drunkard” and the inscription “All or None.” In one word, the cultural connotation and the high level of wonder in the interpretation of the alcoholic spirits are revealed. The drink (drinker spirits) and the drinker should be reached. The perfect spiritual realm. Liquor bottle and Xiangquan bottle are carefully designed by Mr. Huang Yongyu.

Circle 5: No opportunity to take advantage and help

In recent years, there have been many major events in China, the Olympic Games, the 60th anniversary of the founding of the People's Republic of China, the World Expo, and the Asian Games. Every piece is a global concern. In 2010, the value of China's handicraft trade reached US$320 billion. As an arts and crafts industry closely linked with culture, tourism and home decoration industry, it has ushered in a rare opportunity for development. The prospects for the national handicrafts market in China are bright, but our handicraft market is still far from adequate.

The future development trend is: variety of crafts, from the traditional family furnishings, Christmas gifts to garden bonsai, character sculpture, crystal products, imitation jade products, sandstone art products and other products; change from simple export to Qi and development at home and abroad.

According to an investigation by China's authoritative organizations on the Chinese handicrafts market, China’s home furnishing market share is less than 5%, while Japan’s share is 98.2%, Thailand is 68%, Hong Kong is 54%, Singapore is 48%, and Malaysia is 47%. The consumption rate of goods is increasing at an annual growth rate of 19%, and the market prospect is immeasurable.

As China is one of the top five tourism countries in the world, tourism crafts market has great potential. However, at present, the sales revenue of tourism crafts in developed countries accounts for a relatively high proportion of total tourism revenue, while China is still at a relatively low level. As far as the whole country is concerned, the design, production and sales of tourist handicrafts are still a very weak link in the tourism industry. The quality of tourist handicrafts, such as design and packaging, is generally low, which cannot keep up with the needs of tourism development.

For example, domestic high-grade goods are very rare, and the degree of homogeneity is too high. There are very few unique tastes and connotations. There are unique and high value-added products, and the handicrafts in this market segment are often Foreign crafts occupy.

Circle 6: Live without your help

There is a contradiction. What kind of market position should the craft enterprises have to take as a sideline of the art industry seems to have a common problem, subjectivity and personality. Maybe this is the inner life of the flower of art. However, it cannot be denied that the existence of this life requires a good development environment for the market. Some traditional handicraft enterprises are ambiguous in the government and rely on self-digestion by local governments. While modern handicraft enterprises are busy making profits, as long as they make money, what varieties and techniques can be produced, the regional culture of handicrafts is diluted into a pipeline, and also to Yiwu. Commodity market wholesale.

The pattern determines the fate, let go (concentration) to grow. In fact, to a certain extent, the value of art is equivalent to the value of marketing planning. One focuses on internal (product itself), one focuses on (market and propensity to consume), and adheres to the niche market. It is to ensure "value. The value-added space must not only maintain the upgrading of traditional culture, but also introduce international advanced technology and popular elements, and should be given to the product's cultural and brand power. It is not sufficient for the company itself to rely on it. The introduction of a professional marketing planning system not only allows companies to establish a modern CI and VI logo system, but also more importantly introduces a keen marketing planner. The culture is there. The key is to sell. The sale is inseparable from the market. The professional planning, the successful way needs the integration of culture, selling the culture, doing the professional communication, the basis of success comes from professional and marketing planning team's research and operation.

Although arts and crafts have a certain use value, but it is also artistic, its value is not on the surface of the cost, but on the process and culture. At present, due to the fact that the product development point of the market is not found, the products are similar, so the general products on the market are actually competing in cost, competition, little value added, no sense of mystery, everyone is doing Is the future of things and crafts a "big market"?