Who is blocking the development path of handicraft enterprises?

After decades of development, Chinese handicrafts have become the world's largest producer and exporter. In addition to the weaving arts and crafts we are familiar with, the variety can be described as numerous and can be divided into more than ten major categories and hundreds of subcategories. Of course, the presence of the industry does not mean the development of the industry. It can be seen from the analysis of the status quo of Chinese handicrafts. The rapid development of the industry also faces a series of problems.

In China, many arts and crafts enterprises are mostly private enterprises, and the scale of production is small. Small enterprises account for more than 70% of the entire industry; in terms of brand power, traditional arts and crafts do not understand marketing, and the culture of modern handicrafts is insufficient; lack of professionals, production technology is backward There are many problems that need to be resolved, such as chaos in professional market management and the lack of protection and restrictions of laws and regulations. This is a deep-seated reason. The most important one is the marketing link because the marketing link involves the healthy development of the industry chain. However, for many years, the craft companies have not known what they are doing. Exports of foreign exchange and mass production are already the main directions for the development of the handicraft industry. As if they are a “strange circle”, companies are all moving around in this circle. How can they get up and dance quickly?

Professional people do professional things now have a phenomenon in the enterprise, that is, many companies do not divide people, designers also participate in marketing, but also the name is to understand market demand, especially for small businesses, the chief designer is also the general manager There are many talents in the administration and marketing. Today, traditional and outdated marketing methods are still used in the industry.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.

The company's slow development is caused by the reason. Can not 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.

The price difference between handicrafts and crafts is still fundamentally different from that of artworks. However, the current handicraft 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 was also due to the use of expensive materials in the raw materials, resulting in increased costs. This would be the reason for the high prices of handicrafts? It's better to let the consumer buy a gold bullion directly.

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 and competition. There is little added value and no sense of mystery. Everyone is doing Is the future of things and crafts a "big market"?