Four Famous Embroidery Meets The Industrial Age: Can Xiang Embroidery "Change" A New Picture?

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In July 23rd, Hunan, World Expo, Shanghai opened the curtain.

On the same day, 9 embroidered women dressed in Xiang embroidered cheongsam showed their embroidery skills on the spot, and they were praised.

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

With more than two thousand years of historical accumulation and continuous improvement

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

Reasonable docking of Art

At present, the Changsha high temperature ppiration, the City Hunan embroidery Association Deputy Secretary General Wang Jiasheng's work is unable to stop, Changsha Sha Ping embroidery embroidery Industrial Park's construction is in full swing. The Zhejiang people who undertake the specific coordination work of the project run almost every day on the construction site.

"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.