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Create a national brand with modern ideas 2013-05-16

 

At the recently concluded Zhejiang Third Arts and Crafts Fine Exposition, the city selected a total of 356 exhibiting works, of which 69 were participating. The gold and silver color embroidery "Leng Yan", the ivory boxwood and the embedded "Tea Yuntai Screen", the Yue Kiln Celadon "The Leaf Peony Bottle" and other three works won the special prize. 14 works including large-scale Zhujin lacquer wood carving "Liang Zhu Warming House" won the gold medal, 18 silver medals and 31 bronze medals. The total winning rate is about 95%. The number of award-winning works is the highest in all the cities in the exhibition, and it is the best result of all the exhibitions in the city. “The development of non-remaining handicrafts in our city has blossomed, and new innovations have been made. New breakthroughs have been made in inheriting innovations. However, there are also many current situations with few stars and few moons. How to use various platforms and channels to create fist brand crafts with modern ideas and become The current urgent problem to be solved," Wu Mingbao, president of the Ningbo Arts and Crafts Association, commented. Large Zhujin lacquered wood carving "Liang Zhu warming the pavilion" "As early as 7000 years ago, there was a wooden tire paint bowl decorated with Dansha in the Hemudu period. After thousands of years of inheritance and development, Ningbo's arts and crafts have gradually formed a sophisticated, elegant and elegant craftsmanship. Style characteristics, Wu Mingbao, president of the Municipal Arts and Crafts Association, told the reporter that the city's award-winning works in the provincial arts and crafts exhibition cover a wide range, fine workmanship, skilled craftsmanship, and features of Ningbo, such as the gold and silver color embroidery that won the special prize and the gold medal. "Leng Yan" and decorative lacquer painting "Water Town" use traditional craftsmanship techniques combined with modern design concepts, giving people a new breakthrough in inheritance. It is worth mentioning that the large-scale Zhu Jin, the chairman of Ningbo Zhujin Paint Wood Carving Culture Development Co., Ltd. (the provincial master of arts and crafts, the national non-legacy project Zhu Jinqi wood carving inheritor) The lacquer wood carving "Liang Zhu warming the pavilion", which lasted for one and a half years, cost more than 2,000 jobs and cost nearly one million. The grand work made a debut at the Expo, which caused a sensation and became a beautiful landscape in the Ningbo exhibition area. Traditional crafts ushered in a broad market space in the gift, wedding supplies and tourist souvenir markets. “In contemporary society, gifts are pursuing a culture and art position. Gifts are needed in all kinds of occasions. Traditional crafts such as Ningbo Sanjinyi and Yueyao Celadon are the best choices. In addition, in wedding supplies and mass market. For example, the tourist souvenir market has a very promising future. The person in charge of Ningbo Yangsen Redwood Crafts Factory and Yang Jianqiang, a master of Ningbo arts and crafts who has been engaged in bone and wood inlay for more than 20 years, told the reporter that the paperweights, seal boxes and other literary plays that incorporate the bone-wood mosaic process and elements, Gifts such as jewelry boxes, tea cans, and mahjong boxes are very popular. They are welcomed by customers at home and abroad. The annual export value of the whole factory can reach 1 million yuan. And each year, the order for the purchase of the sapwood inlay seal box by Xiqiao Printing Agency is as high as several hundred thousand yuan. According to statistics, as of the end of 2011, Ningbo has more than 1,000 arts and crafts companies, employing more than 16,000 people, including 60 masters of arts and crafts, 7 honorary masters, more than 150 senior art artists and craft artists. . The city's arts and crafts enjoys a good reputation at home and abroad, and its products are exported to more than 30 countries and regions such as Europe, America, Japan and Southeast Asia. “Ningbo's arts and crafts, especially traditional arts and crafts have a long history, rich in categories, talented people, and a collection of fine products. It is one of the important industries in our province and even our country's arts and crafts, but we should also see that Ningbo's arts and crafts products have more stars and less moon. At present, there is no fist product formed. The overall pattern of the industry is scattered, small and weak. There is a lack of fist crafts like Suzhou Embroidery, Dongyang Woodcarving and Yixing Zisha, which are called loud and made a big industry.” Wu Mingbao uses a slightly regretful tone. Tell the reporter. According to the census of the Municipal Arts and Crafts Association, more than 50 of the history of Ningbo Arts and Crafts have prevailed in the world. So far, nearly 40 items have been passed down, protected, and some have developed. The city's Zhu Jin lacquer wood carving, mud gold lacquer, gold and silver color embroidery and bone wood inlay (referred to as "three gold one inlay"), Yue Kiln celadon, Shili red makeup and other national "non-legacy" projects up to six, and More provinces and municipalities at all levels of "non-legacy" projects, the variety of projects, the level of high in our province and even other provinces and cities in China are rare. In fact, the market space of handicrafts is very large, and it is well developed. It not only produces talents, works, but also benefits. However, at present, the six national “non-legacy” brands have not played well, lacking leading products, and the industrialization development has encountered bottlenecks. For example, in terms of the inlay of the bones, there are five or six bone-wood mosaic arts and crafts enterprises in Ningbo, but each production value is about several million yuan. It is difficult to become a big climate. At present, only the Jinjin lacquer wood carvings of Ningbo handicrafts have a production value of several hundred million yuan a year. However, the Zhujin lacquer wood carving Buddha statues are only supplied to the major temples, and the stalls sold in the channel are widely harvested. Wu Mingbao analyzed that the reasons for this situation are three shortcomings and one lack of policy. The arts and crafts industry has its own particularities and needs supporting policies such as land and industry. Two lack of talent. The traditional craft industry is inherited. At present, there are few national first-class arts and crafts masters in Ningbo, there are only a dozen provincial-level arts and crafts masters, and there are only dozens of city-level arts and crafts masters. As a sub-provincial city and a city with separate plans, Ningbo is not as small as a small county like Qingtian County and Longquan County. Three lack of industrial operation. Still subject to manual restrictions. There are already enterprises in our city that try to make the big arts and crafts industry and extend the industrial chain. Ningbo Jinyin Color Embroidery Co., Ltd. plans to acquire 100 acres of gold and silver color embroidery clothing base. At present, the project is under examination and approval, and rented 1,500 square meters in the commercial complex of Lianqiao Street, as an innovation base for gold and silver color embroidery costumes, and to make a large gold and silver color embroidery process. Clothing industry. Can you build Ningbo Arts and Crafts Building? "It is extremely incompatible with the development of Ningbo arts and crafts. So far, there is no window or venue for exhibiting and selling art and crafts in the city." Wu Mingbao pointed out that the current bottleneck restricting the development of Ningbo's arts and crafts industry. In the past two years, the City Arts and Crafts Association has inspected Yangzhou, Hangzhou, Wenzhou, Dongyang and Zhangzhou, and found that these cities are funded by the government to build arts and crafts buildings or arts and crafts venues, providing free masters, experts and related companies. Personal as a professional place for boutique display, technical exchange, works trading, government procurement, and public visits. Wu Mingbao suggested creating a special area in the Gulou Cultural Street to build the Ningbo Arts and Crafts Building. “The first floor can be set up to display handicrafts and exhibitions. The second floor is mainly used to create master craft studios at all levels. It is an open exhibition of art exchange venues and fine masterpieces displayed to all walks of life, industry insiders and citizens. The large-scale arts and crafts exhibition center, which is a combination of public sightseeing, professional exchange and tourism, can greatly enhance the popularity of arts and crafts in the city. ■The sound of the contemporary handicraft market is outstanding, and it also leads to the thinking and improvement of the industry itself. In recent years, a large amount of social capital has entered the traditional ethnic arts fields such as ceramics and purple sand, but their development is completely different from the traditional workshop-style production. To create the brand of the craft itself, "to create a handicraft with contemporary value with the business philosophy of luxury goods." Chinese art and crafts master Lu Yichen and his son Lu Junjie cooperated. The father and son designed and supervised a limited edition of the Shanghai World Expo franchise cultural gifts—“Hanfeng Tangyun·Shengshi Zhonghua” and “Oriental Family”, with contemporary Type, interpretation of traditional crafts. Through the master design, manufacture and limited direct creation of unique personality, highlighting the luxury quality of purple sand and strengthening its unique value. People of insight pointed out that Ningbo's national handicrafts have an inestimable space for development on the basis of contemporary collections. However, how traditional national brands can take shape in the modern era, and what kind of development channels are needed still needs long-term exploration and is facing arduous And long-term challenges. The Ningbo art consumer market has tremendous development space, which provides a rare opportunity for the development of traditional handicrafts with excellent quality and perfect craftsmanship. With modern ideas, to create national brands, only in this way, national crafts will be worthy of collection, with the vitality of the spread of the world.