2010 Badly Needed Home Textiles Urgently Need Cultural Return.

China Home textile industry In recent years, it has been developing rapidly, even under the baptism of the international financial crisis. But if we are only satisfied with the market structure that is becoming more and more homogeneous, how long can it last? How to break through the homogenization? These are the survival and development problems urgently needed to be solved in the home textile industry. The answer given by Yang Zhaohua, President of China Textile Association, is that home textiles urgently need cultural return.

"This time, under the intense tension of the booth, we still produce more than 200 square meters to provide the cultural concept free of charge to the concerned parties. It is to guide China's home textile design to gradually develop towards the design of the national characteristics, and form our Chinese style home textile design. Even if it takes a few years, we have enough patience to persist. Because this is the foundation for China's home textile industry to stand in the international market in the future. Our generation must lay a solid foundation. Not long ago, Yang Zhaohua, President of China Textile Association, said in an interview with reporters.

Yang Zhaohua's remarks are indeed a question that Chinese textile producers need to slow down and think seriously when they are making rapid progress. In the domestic market, surrounded by the European and American customs, the British Garden and the simple and fashionable home textiles, people can easily find that the home textiles are becoming more and more beautiful and luxurious, 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 share of the price advantage and promotional activities.

"Seeking roots" --

Home textile design in China Culture 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 word in China. This is due to the opportunity for China's home textile enterprises to catch up with development. What's more, it is undeniable that home textile enterprises are good at learning from product design and learning from the advantages of western design and take a quick start. Today, the lack of design and research capabilities and the lack of brand channel operation are still our weaknesses.

Yang Zhaohua told reporters that whether it is from the international or domestic market demand, the cultural return of home textile design is an inevitable choice. At the home textile exhibition in 2009, the appearance of the 14 national textile intangible cultural heritage projects, such as brocade, Dong brocade, Suzhou embroidery, Nantong old coarse cloth, Shen embroidery and Nantong blue print, together with the appearance of the "China home textile intangible cultural heritage exhibition area" and the Korean quilt art area, let many visitors feel the long history and culture of Chinese textile industry, which has found innovative direction for the original textile products of China's home textile industry for many years, and has also found a new platform and path for the industrialization of traditional skills.

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 and the inheritance of technology with contemporary life should be the theme thinking of our home textile people in this era.

Culture --

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

Clouds and brocade, pure and fresh. Blue calico It features a rich Dong brocade and Dunhuang ornamentation with Chinese and Western cultures. 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 reverie and reverence.

Because most of the market repercussions of products with Chinese elements are not optimistic after being released, some people think that these traditional elements are not fashionable and do not conform to the beauty of modern life, and do not have market vitality. Is this really true? When we see from Frankfurt, Paris and Milan, overseas designers use Chinese elements in such fashion and beauty, but we can only say that our designers simply apply these Chinese elements simply, have not really savor the essence of them, and have not properly extracted the representative Chinese elements to innovate in modern products. It is not that these precious traditional cultures have no vitality in themselves. On the contrary, the key to the formation of the Chinese characteristics of home textiles and the solution of the homogenization dilemma lies in how we can absorb the creative nutrition from Chinese traditional culture and find our core competitiveness.

For the sake of inheriting and protecting traditional Chinese culture, promoting the commercialization and industrialization of China's textile industry, the platform has been built up for thousands of years. For the Chinese style of Chinese textile, a rich collection of decorative patterns and cultural spirit has been excavated for the benefit of the present age. Extensive and profound traditional culture has injected the concept and orientation of individualized consumption culture for many home textile brands, providing a homogenous breakthrough path.

"Integration" --

　　 regression For tomorrow

On the one hand, it is a long and bright cultural treasure that needs our inheritance and development. On the other hand, it is the demand of modern and vigorous home textile design to meet the needs of consumers' colorful and diversified fashion and comfortable lifestyle. How can we 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 family culture with individual characteristics.

Yang Zhaohua said that the first thing to do is to inherit the 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.

A colourful picture of history and culture is slowly unfolding to us. We should take a deep look at the secrets of traditional culture and find the next stage of rapid development. Let's wait and see.