"Seeking Roots" -- The Cultural Return Of China's Home Textile Design

　　 Take a look at the domestic market, eyeful. European and American customs , British Garden Surrounded by simple and fashionable home textiles, whether it is the product itself or the lifestyle taste created by the product, we can easily find that the more beautiful the home textiles are, the more luxurious they become, and the homogeneity of home textile products is becoming more and more prominent. Although companies are trying to find their own blue ocean space and make their own personalized style, they can't help but squeeze together in the same space and get a piece of cake by price advantage and promotional activities.

Looking at the global home textile market again, our most important competitors, India, Pakistan and Turkey, can have their own place in the world's home textile front by virtue of their distinctive national style. We can only stick to a little low value-added processing profits in the manufacturing chain. There is no doubt that China's home textile industry has been changing rapidly in recent years. Even under the baptism of financial crisis, it has maintained a high growth momentum. If we just run on the increasingly homogeneous competition, how long will it last?

How to break through the homogenization is a survival and development problem that the home textile industry needs to be solved urgently. "This time, under the intense tension of the booth, we still produce more than 200 square meters to provide free cultural concept to the parties concerned. It is to guide China's home textile design to gradually develop towards the design of the national characteristics, and form our own independent Chinese style home textile design. Even if it takes a few years, we have enough patience to persist. Because this is the foundation for future Chinese homes to stand in the international market. Our generation must lay a solid foundation. "

　 "Seeking roots" -- the culture of home textile design in China regression

The start of China's home textile industry has a deep Westernization brand. More than 10 years ago, in the age when Chinese society was not familiar with the word "home textiles", we only had towels and sheets for duplication. More than 10 years later, "home textiles" has become a household name in China. Home textile brands are booming, and the home textile industry has become the most dynamic pole in the textile industry. This is due to the opportunity for Chinese textile enterprises to catch up with development. Their sharp market mastery and excellent manufacturing advantages have taken the lead in the market. What is more, it is undeniable that home textile enterprises are good at learning from the advantages of western design in product design, and have taken a quick start. Through the initial stage of the industry and entering a mature stage of development, more and more prominent homogenization problems make us have to reconsider: lack of design and research capabilities and insufficient operation capacity of brand channels are still our short board. Compared with international counterparts, the original design and ethnic characteristics of home textiles in China need to be improved.

Whether from the international or domestic market demand, the cultural return of home textile design is an inevitable choice. At the China (Shanghai) international home textile exhibition in 2009, Yun Kam, Dong embroidery, Suzhou embroidery, Nantong coarse cloth, Shen embroidery, Nantong blue print, Miao batik, Lu embroidery, Qinghai Tibetan sheep carpets and other 14 national textile intangible cultural heritage projects jointly formed the "China home textile intangible cultural heritage exhibition area" and the South Korean mosaic art district. Many visitors feel the long history and culture of Chinese textile industry. They have found the direction of innovation for the Chinese textile industry for many years, and have also found a new platform and path for industrial development of traditional crafts such as brocade, Dong brocade, and blue calico.

The original culture of every nation is the soul of this nation and the root of the nation's endless growth. Only when a nation has a deep cultural foundation, absorbs and integrates multiculturalism openly, can it continuously develop rich colors and vigorous vitality. How to coordinate the development of this culture, the inheritance of skills and the contemporary life should be the theme of our home textile people in this era. As a creative culture industry, the home textile industry can only create a good home textile fashion that is different from the western and independent innovation based on the integration of national elements and international trends on the basis of local culture.

　　 Culture -- sucking the nutrition of Chinese traditional culture

One needle, one world, one brocade and one civilization.

The clouds of brocade, fresh and simple blue printed cloth, distinctive Dong brocade, Dunhuang ornamentation with Chinese and Western... In the face of these increasingly remote and beautiful old customs, as if listening to the echoes of civilization at that time, every pattern and product contains profound Chinese traditional culture code, which is fascinating, reverent, and thought-provoking.

Talking about Chinese elements, Chinese red, blue and white porcelain, red double happiness, peony flower, Chinese Dragon... It will come to mind. With oriental elements becoming the global fashion, Chinese and foreign home textile designers are developing products around these elements, but the market response after the appearance of most products is not optimistic.

It is generally believed that these traditional elements are not fashionable, they do not conform to the aesthetics of modern life and have no market vitality. Is this really true? When we see foreign designers from Frankfurt, Paris, and Milan, we can see that Chinese designers are so attractive and fashionable to use Chinese elements. It can only be said that our designers are simply trying to apply these Chinese elements and have not really appreciated the true meaning of them. They have not properly extracted the representative Chinese elements to integrate creatively into modern products. It is not that these precious traditional cultures have no vitality, but on the contrary, the formation of our Chinese national characteristics, the key to the homogenization dilemma and the vitality of personalized development are in the future. We need to absorb the creative nutrition from Chinese traditional culture and find our own characteristics and core competitiveness.

2010 China (Shanghai) international home textile exhibition, intangible cultural exhibition area will still be a highlight area that organizers focus on. On the basis of 14 exhibitors last year, the non-material cultural exhibition area has optimized and selected categories such as Yun brocade, blue printed cloth, Dong brocade, Li Jin, Shen embroidery, handmade homespun, and Lu embroidery. Last year, the South Korean handmade patchwork area, which was first unveiled last year, has been expanded into an international patchwork area this year.

Inviting Dunhuang exquisite ornamentation is another highlight of the 2010 exhibition. The mysterious and exquisite decorative pattern of Dunhuang has always been the source of originality for designers. This year, specially introducing the Dunhuang patterns into the home textile exhibition is to provide a home textile designer with an opportunity to feel the splendid Chinese traditional culture in a short distance, inspire original inspiration in the perception, and create a new home textile product which is more suitable for modern people's aesthetic sense.

The establishment of non-material cultural exhibition area can be described as three to one: one is to build a platform for the inheritance and protection of Chinese traditional culture, and to promote its commercialization and industrialization. The two is for the Chinese style of home textiles to form rich Chinese decorative patterns and cultural spiritual support, which is beneficial to the contemporary era. Three, the broad and profound traditional culture has injected the concept and positioning of individualized consumption culture for many home textile brands, providing a homogenous breakthrough path.

　　 "Integration" - return is for tomorrow.

On the one hand, it is a long and bright cultural treasure that needs our inheritance and development. On the other hand, the modern vibrant home textile design needs to meet the needs of consumers' colorful, diversified fashion, comfortable and green lifestyle. How to find a way to solve these two problems well, and find a breakthrough for the homogeneity of home textiles? The breakthrough is to build a home textile culture with individual characteristics.

First of all, we should do well in the inheritance of intangible cultural heritage, and extract the representative elements of Chinese culture into modern life style. Our original bottleneck can fundamentally break through. To build a home textile culture, we should consider more about the cultural value of the brand, whether we can find this cultural complex from traditional culture, and develop different cultural complex domestic textile products for different consumers and different cultural complexes. The homogenization problem will also be solved. The colourful picture of history and culture is slowly unfolding to us, and we will have a deep understanding of the secrets of traditional culture. We will find the next stage of rapid development. Let us wait and see.