8 Yuan And 60 Thousand Yuan &Nbsp; Qiang Embroidery's "Versace" Inspiration

　 Cultural reconstruction in disaster areas

In June 1st, with the children's day, Li Xingxiu, the Qiang embroidery inheritor, introduced her new product, the pen bag. Embroidered pencil bags, this is the first time that Li Xingxiu has been doing embroidery for a lifetime and has opened nearly 20 years. She said that the inspiration came from the fashion celebrities Versace carrying a bag embroidered with Qiang embroidery: embroidered mother embroidered flowers at most 8 yuan, but these flowers embroidered on a set of fashion, clothes can be sold for 60 thousand yuan, even Versace lady has become a "fan" of Qiang Qiang embroidery.

"Qiang embroidery can fully open the international market and achieve industrialization and scale development." Qiang Jinwu, director of the industry department of the Provincial Department of culture, revealed that as of December 2009, more than 8000 Qiang women had embroidered 344 thousand embroidery pieces. "These embroidery pieces can be successfully processed into the international market after being reprocessed, affixed with fashionable bags, luxurious clothing and office supplies."

　　 Investigation of Qiang embroidery market is lack of brand.

The market is big, but production is extensive. In Maoxian, the market of Qiang embroidery has been quietly enlarged. The newly built Ping tou village is the future destination of Qiang culture tourism. The reporter saw that Qiang embroidery has not only stayed on the costumes of Qiang women, but has been widely used in sofa cushions, car decorations, murals and so on.

According to the investigation by the industry department of the Provincial Department of culture, the main market of Qiang embroidery products is concentrated in Wenchuan and Maoxian. Maoxian Sichuan qiangzhai chuangzhuang, founded by Li Xingxiu in Maoxian, has an annual output value of more than one million yuan, and its embroidered mother has more than 1000 people. But the production scale of Qiang embroidery is still near the raw material processing stage, and there are few independent brand products and signboard enterprises. It seems that the embroidered girls have been used to meeting a festival and selling it out of their leisure time, rather than focusing on the scale of the market.

An embroidered 8 yuan, a change of "identity" is worth 60 thousand in Maoxian, a reporter survey found that embroidered Niang embroidered one accessories spend the most income of 8 yuan. Li Xingxiu told reporters, "change" identity ", a flower is more than 8 yuan. Prior to that, a famous Chinese fashion designer Liang Zi held a conference called "Qiang embroidery" in Beijing. Yu Dan, a famous scholar, bought a black high-end suit worth 60 thousand yuan, with the ornament of Qiang embroidery on it.

　　 Expert support to strengthen creativity and embroider international market

Sichuan Qiang embroidery brand Qiang embroidery wallet 10 yuan, Qiang embroidery bag 30 yuan... Qiangzhai qiangzhuang is one of the few Sichuan embroidery production lines with training, production and sale. But compared with the 60 thousand yuan suit, Qiang embroidery products are lagging behind creativity and brand. The industry believes that creativity is the key link in the industrialization of Qiang embroidery.

Qiangxiu fashion has aroused the ambition of embroidered mother like Li Xingxiu. In Maoxian, Zhou Yonglian, holding a newspaper in 2008, told reporters that when Jet Li's "Qiang embroidery assistance program" was launched, 6 enterprises signed an agreement with intent to order, ordering qiangxiu fashion wristband, environmental protection bags and other products worth tens of thousands of yuan. This market price has never been thought of by embroidered girls. "Before, our Qiang embroidery was produced and sold by itself, and now with guidance and creative development teams, embroidery can keep up with the market."

Zhao Xiaolin, deputy director of Maoxian Sports Bureau, said that local businesses have begun to support brand enterprises, and Li Xingxiu's qiangzhai village has been included in the reconstruction of cultural industries. Zhao Xiaolin said that rebuilding the Qiang embroidery industry is not only to expand the production scale of embroidery, but also to promote the brand formation and produce Versace's Sichuan Qiang embroidery products.

How to establish a modern "production line" how to change the temporary "order acquisition" mode, and set up a modern production line of creativity, dispatch, production and marketing has become the topic of "Qiang embroidery industry".

The relevant departments in Maoxian believe that the cultivation of professional embroidered girls is a key link. Enterprises take the lead in designing products, unify acceptance of orders, focus on production, and then face market promotion. The industry believes that at present, the Qiang embroidery industry has just started. Enterprises like qiangzhai embroidery village can engage designers in product development, and entrust professional marketing companies to represent the product market.

Guo Guiling, deputy director of the provincial office for the protection of intangible cultural heritage, said that to enter the international market, the extension of Qiang embroidery needs to be expanded. For example, combined with the "first year of Qiang", which is included in the first batch of the world's urgent need to protect intangible cultural heritage. "Qiang" contains many Qiang culture such as Qiang embroidery and Qiang flute. It promotes the entry of Qiang embroidery into the international market with external concerns.

　 The development of Qiang embroidery is like the stone embroidery of the mountain.

The annual sales value of embroidery in Suzhou has exceeded 500 million yuan, employing more than 20 thousand people, and over 300 professional and technical personnel of various kinds, such as crafts and artists, and nearly 100 manufacturing enterprises. The products are exported to dozens of countries worldwide. Such figures are the envy of Qiang embroidery, and the industrial cluster of Qiang embroidery needs to be formed.

Qiang Jinwu believes that the way taken by Suzhou embroidery is very inspiring to the industrialization development of Qiang embroidery. "Tradition + innovation" expands the contents and forms of expression, constantly improves the technical content and artistic standard of embroidery, and seeks new life in protection, so as to win the market in development.

Suzhou embroidery has formed a "Suzhou, embroidery, embroidery, and embroidery" cultural industry chain. Qiang Jinwu believes that such an industrial mode can be used for reference: the new Qiang City, which is being built in Maoxian, can serve as a scientific research base for Qiang embroidery. There are inheritors of national intangible cultural heritage such as Li Xingxiu, who can build famous brands of Qiang embroidery through the celebrity effect. "Besides, Wenchuan and Maoxian are all on the nine Ring Road, and the industrial clusters that are produced, processed and sold are not difficult to form. This will become an important industry support for Sichuan to build Tibetan and Qiang culture corridors."