Change Of Predicament: Can Four Famous Embroiders "Change" Into A New Way?

Xiang embroidery is loved by the overseas audience in World Expo, Shanghai.

Throughout

July 23rd, Shanghai

For Xiang embroidery, such honor may no longer be strange.

With more than two thousand years of historical accumulation and continuous improvement of technology, Xiang embroidery, which is famous for its embroidery, is already the most dazzling cultural card in Hunan.

However, the pace of development of Xiang embroidery has been lagging behind in recent years.

Where is the difference? Where is the direction? The practitioners of Xiang embroidery are thinking and exploring.

Changes in predicament

Art and rational docking Market

Changsha's high temperature ppiration, Deputy Secretary General of Hunan embroidery Association

"Now is the best opportunity for the development of Sha Ping embroidery. Time is precious and can not be wasted."

The best time in wangjiasheng's mouth refers to the construction of the Sha Ping embroidery Industrial Park in October 2008.

According to the plan, the sand embroidery, which has the reputation of "the hometown of Chinese embroidery" and still occupies the 70% of the total sales volume of Hunan embroidery products, will be completed in several years to complete the construction of Hunan embroidery cultural square and old street retrofit.

Xiang embroidery once was brilliant.

In the early 80s of last century, it had achieved an annual export of US $about 5000000, and Hunan embroidery works were often presented as "state rites" for foreign guests.

However, in the face of the impact of the marketization wave, Hunan's five state-run Hunan embroidery enterprises once collapsed, and only one Hunan Miao Embroidery Research Institute has a "unique seedling".

"I think the problem lies in the product mix."

Ceng Yingming, founder of Hunan Longteng arts and Crafts Co., Ltd. recalls that in the 90s of last century, Hunan embroidery industry had a popular view: only handicraft belonged to Xiang embroidery, while embroidery clothing, pillows and other daily necessities were not.

Because the product has a long construction period, a high price, a narrow sales channel and a slow return of funds, the dilemma is coming soon.

Beginning in 1996, Zeng Ying Ming reversed the original product mix of the enterprise. The proportion of handicrafts and daily necessities changed from "82 open" to "28 open", and the sales volume of enterprises increased sharply.

Since then, the main attack on the "popular" Longteng company is almost all the way. The small factory with less than 10000 yuan in its initial business has developed into Hunan embroidery city group with annual sales of 6 billion yuan, and its products are sold to 15 countries such as Japan and the United States.

Today, Ceng Yingming, head of the "Hunan provincial folk literature and Art Association vice chairman" and "chairman of Changsha Folk Artists Association", has become one of the leading figures of Xiang embroidery enterprise.

"Folk culture comes from the private sector, and only the ordinary people can afford it can become the driving force for the continuous development of the folk culture industry."

Ceng Yingming said that in the era of market economy, it is difficult to "go wider and wider" in the road of highbrow and narrow road. If we want to make the industry bigger and stronger, the rational docking of art and market is the key.

The change of innovation {page_break}

Dare to try and be more valuable.

Jiang Zai Hong, who is 38 years old, is no longer young, but he can get the title of "master of Chinese arts and crafts" at this age.

She not only has excellent embroidery skills, but also has 24 production bases in Hunan, and the annual sales volume is over ten million.

Many people attribute their success to her professional skills and marketing capabilities.

But in the eyes of Jiang Zai Hong, the innovative sense of daring to dare to try is more precious.

A story is often talked about by Jiang Zaihong.

In 1995, a manager of friendship store in Changsha walked into "re Hong Xiang embroidery" and asked her a question: "Why are all the embroidery crafts of the Hunan Province with only a few standard sizes?" he suggested Jiang Zai Hong to make two smaller works.

4 days later, the new work was delivered on the spot. The manager was very satisfied after reading it.

Since then, "re Hong Xiang embroidery" was found in the most famous department store in Changsha at that time, and got a small counter.

"Next to the big counters of state-run enterprises, but our sales situation is much better than them."

The market is more inclined to accept new products that are right. This is what Jiang Zai Hong has learned from it.

Since then, "re Hong Xiang embroidery" has used 30% of its profits every year to develop new products.

In 2004, the works of Chiang hung hung, the Museum of contemporary art in Lyon, France, won an unprecedented sensation.

This embroidery, created by Yang Jiecang and her composer and embroidered with embroidery, has created many of the first technologies in Hunan embroidery: the first time to use 50 square meters of super size fabric, the first time to use human bones and other abstract objects as the theme.

"Art lies in innovation, and the life of Xiang embroidery can only flourish in the process of continuous exploration and innovation."

After more than 20 years of working, Jiang Zai Hong's belief in innovation has never changed.

In fact, throughout the development of Xiang embroidery, acupuncture, themes, styles and materials are constantly enriched and perfected in the process of innovation and development.

It is natural law, business law, and perhaps the future of Xiang embroidery.

Change of talents

Oral instruction to order training

In 2008, Tian Xia, a girl born after 90, entered the Xiang embroidery Institute of Hunan province and began her first job in life.

Tian Xia and her 66 classmates.

They came from the first Hunan embroidery design and craft class jointly organized by Hunan embroidery Institute and Hunan Arts and Crafts Vocational College.

According to the orientation agreement, after two years of study and graduation, all the students of the class entered the Hunan Embroidery Research Institute of Hunan province and became the only reserve army of the only state-owned embroidery company.

The Institute specifically arranged Tian Xia and her classmates in a department, and also took a name named "Xin Lei Embroidery Department".

After the first opening of the Research Institute, Hunan Xiang Embroidery City Group also chose to work hand in hand with Hunan arts and Crafts Vocational College in 2007 to cultivate reserve talents.

The following year, in September, the 26 Vocational Colleges in Hunan Province, the main body of the Hunan arts and Crafts Vocational College, joined hands with 82 Enterprises in Hunan Xiang Embroidery City as the leading body, and set up a vocational education group of Arts and crafts in Zhejiang Province, which opened a prelude to the large-scale and zero distance docking between schools and enterprises.

Behind the concerted efforts of many Xiang embroidery enterprises, the whole Xiang embroidery industry is extremely eager for reserve talents.

The inheritance of Xiang embroidery mainly depends on the master's oral knowledge, and it takes at least 20 years from contacting Xiang embroidery to becoming a skilled worker.

Moreover, the income of Xiang embroidery industry is not competitive, so a large number of embroidery workers choose to go out to work.

"We used to go to the countryside to recruit workers, even if they had bags to eat and sent cars to pick up, so there were not many people who would like to come."

Embarrassed many years ago, Jiang was still fresh in mind.

"From the current situation, the order oriented training mode is effective."

Fang Jing, director of the office of Hunan Embroidery Research Institute of Hunan Province, said that, in just two years, "new Lei Embroidery Department" students are beginning to emerge.

On the one hand is the cultivation of basic talents, on the one hand, the selection of excellent talents. In Jiang's view, these two must be indispensable.

"Masters come forth in large numbers is a manifestation of the vitality of an industry, and the training of masters cannot be achieved without policy support."

Jiang said that Hunan's incentive policies for talented people are still inadequate. She hopes to have policies in this area so as to attract more young people to join in Hunan embroidery.

Xiang embroidery (Encyclopedia) {page_break}

Folk embroidery originated from Changsha, Hunan, dates back to more than 2000 years ago and flourished in the Qing Dynasty.

Xiang girl Li Yihui invented "blending needles" and became a unique skill of Xiang embroidery.

In 1930s, Xiang embroidery entered the heyday, and got the "embroidery of Hunan Province, which is extremely exquisite. Therefore, Xiang embroidery has the reputation of being the best in the world."

Xiang embroidery has a strong characteristic of Hunan Chu culture. The coexistence of realistic and variant patterns, the interweaving of dragon and phoenix patterns, presents the picture of heaven and earth blending in the culture of witchcraft and gods, the agglutination of man and God, and the picture of auspicious auspiciousness.