From Town Lake To Zhuji &Nbsp; Who Is Worried About Six Hundred Li Embroidery Township?

As a result, Suzhou embroidery, which originated from daily necessities, lost its compatibility with daily necessities while turning to works of art. Without the daily necessities as the medium, embroidery art and young people broke off.

"Now, how do you feel when you walk around the embroidery street of Zhen Hu?"

In the town of lake has its own embroidery studio, and served as deputy director of the Institute of fiber art of Tsinghua Academy of fine arts, and Lu Fuying, who is the leader of Zhen Hu embroidery in, said: "almost all are double-sided embroidery. How attractive are similar subjects and product types?"

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Lu Fuying and Liang Xuefang are concerned about the inheritance and development of hand embroidery. After a wave of development, they are in urgent need of new ideas and new development directions. Just like the embroidery machine manufacturers in Zhuji, Zhejiang, Zhuji embroidery machine enterprises, which have just experienced a wave of development, are also worried about the new development direction.

However, ironically, in the past, it was thought that the emergence of machine embroidery products would be widely affected by manual embroidery, neither of them seemed to exist.

In fact, they believe that hand embroidery and machine embroidery are mutually reinforcing development. The problems they face are the introduction of new formats and the entry into the new consumer market.

Xu Yimin, general manager of Zhejiang Sheng Ming Electrical and Mechanical Manufacturing Co., Ltd. told this reporter that he would like to have a breakthrough in hand embroidery, because it would bring sales of motive embroidered products.

"There is a conflict between the two products market, but very small, hand embroidery is high-end, and machine embroidery is low end. Machine embroidery is no longer possible to achieve the standard of hand embroidery. Double sided embroidery machine can do it, but it is difficult to reach the level of manual embroidery.

Therefore, there may be conflict between the two. It is the conflict between the machine and the hand, but there is no conflict between manual embroidery and machine embroidery. However, hand embroidery does not regard the conflict of machine embroidery as conflict. The high-end needs the low-end foil forever. With the popularity of machine embroidery, those with identity will choose to hand embroider.

Similarly, the growth of hand embroidery will play a leading role in improving the consumption demand of ordinary consumers in the market for machine embroidered products.

The development of both sides can lead to the development of embroidery products. "

In this regard, Liang Xuefang agreed, "the two are synchronized growth, one side growth, and the other side will grow simultaneously.

On the contrary, the loneliness of one side will also lead to the loneliness of the other. "

Slightly conservative Lu Fuying also believes that even if there is conflict, it will be limited to a very small extent.

In the eyes of both sides, instead of exploring the competition and conflict between them, it is better to enhance mutual communication, learn from each other and solve their respective problems at the same time, so as to jointly pry the development of embroidery industry.

As a result, some problems in Zhejiang Zhuji embroidery machine industry also have certain enlightenment significance for the manual embroidery of Zhen Hu.

As a typical representative of modern industrial embroidery, Zhejiang Zhuji has produced nearly 80% embroidery machines nationwide.

But just like traditional hand embroidery, their immediate troubles are homogeneous competition and the lack of innovation.

The resulting decrease in profits has made all businesses miserable. According to the statistics of Beijing Xing Da Hao Zhuji branch, the entire Zhuji embroidery machine industry has been reduced from the more than 200 enterprises in the golden era to the 53 Enterprises at present.

Because of its dominance in the embroidery machine market, its data often reflect the current industrial situation.

Some leading companies, such as Zhejiang Xinsheng sewing equipment Co., also confirmed the data of Xing Da Hao. Wang Haijiang, the chairman of the company, told reporters that they were worried about the market at present.

"We do not have the confidence to do business now. We are all competing for quantity. Although there is an order, the profit is too thin."

Wang Haijiang, who seemed a little discouraged, always compared his once real estate investment with the current embroidery machine business. In this county-level city of Zhuji, Wang Haijiang had invested in a 200 thousand square meter real estate project with a partner.

"Profit is the sum of my ten years of embroidery machine business. What do you say we have confidence in doing embroidery machine business?"

Wang Haijiang said: "the order of Zhuji embroidery machine industry is relatively single, all orders from India, the risk of the industry is very large, and it can be maintained for half a year. So, when the India order ends, the 53 embroidery machine enterprises will probably reduce dozens."

Another data provided by Han Haiping, head of Zhuji branch of Xing Da Hao, shows that at present, about 60% of the order of Zhuji embroidery machine enterprises is India's order.

At present, the problem of Zhuji embroidery machine industry is stagnating in the field of low value-added, and pformation and upgrading contain certain industrial risks.

Specifically, in the market, they are passively low profit orders, and lack the ability to actively acquire high value-added orders.

This is similar to the disconnect of the young consumer market in the town handmade embroidery industry.

The product market of both sides has yet to be activated, but they lack enough ability to exploit it at present.

Liang Xuefang has been advocating hand embroidery to return to daily necessities. The advantage of this way is that it can change the development route of the single art market in the past and walk on more legs.

At the same time, entering the daily consumption market helps to create brand quickly, unlike manual embroidery, which is limited to minority groups.

But Liang Xuefang also admitted that it is too difficult to return to daily necessities at the moment.

"The market is large and there are often customers who ask us why we do not produce some daily necessities, including a Beijing clothing company who has once found us embroidered garments, but the problem is that we have no capacity to produce such products."

Liang Xuefang said, "we lack the design talent, whether in the choice of product type, or in accordance with the trend of the times, we are unable to create the design. Now the problem is that the market is waiting for us to follow up."

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Lu Fuying also believes that manual embroidery will eventually come back to the daily necessities. In her view, the biggest benefit of the return is to win the attention of young people. "If we can produce hand-made embroidery bags and mobile phone bags, I think young people will like them very much. They will retouch manual embroidery and be trained as loyal consumers.

At the same time, for us, we will attract more young embroidery mothers to enter the enterprise, because this will make them feel that the creation is no longer boring, no longer the traditional hand embroidered pattern and traditional art production mode.

But like Liang Xuefang, Lu Fuying has identified the future trend, but there is no concrete solution.

"The market is there. Many high-end customers talk to us, let's embroider products like handbags and so on, so that they can be carried gracefully with something like aloes, instead of hanging around the house and passively waiting for friends to appreciate their taste.

But from a realistic perspective, at present, our town can really scale products, I can say no.

Why not? There are several major constraints. "

Lu Fuying said, "the main reason is income. If we make daily necessities, we earn too little and are not commercially viable.

For example, to make a quilt cover, according to the wages of ordinary embroidered women, 70 or 80 yuan per day, the retail price of a quilt will be several thousand dollars, which includes the cost of circulation, material loss and other intermediate links.

Even according to the past more than 10 days of embroidered mother's low wage period, the quilt cover should be sold to about 500 yuan. It's hard to sell such articles as daily necessities.

"Secondly, the materials used for daily necessities are relatively large and the operation space is relatively large, which requires a high working environment in the existing embroidery shop.

There is also the choice of fabric, turning to daily necessities, the choice of fabric will change, now hand embroidered materials are relatively soft, suitable for works of art, for ornamental purposes, but made of daily necessities, the past fabric is not suitable, touches more easily, so it is necessary to use more rigid, more suitable fabric, otherwise it is not convenient to carry, and this is not a person can change, you can not build a factory to produce suitable fabrics. "

Lu Fuying said, "there is still a shortage of design talents. The daily necessities are seasonal products, and the demand for the trend is high. However, some of the designers we recruited do not know about hand embroidery, and do not know how to arrange the structure.

Therefore, we hope to recruit local designers who know the embroidery process, but there is a shortage of such talents. We thought of training ourselves, but even if we are willing to spend two years and the corresponding cost, we can not determine whether we can cultivate them or whether these people can persist. "

The development of hand embroidered articles for daily necessities is generally considered to be the future direction of hand embroidery. However, just like the pformation and upgrading promoted by embroidery machines, it is a long process full of risks.

In this regard, Xu Yimin, the famous general manager, suggested that the two industries could be exchanged together to develop the market and cultivate their competitiveness.

"I think in the future, we can communicate with manual embroidery enterprises. You can do high-end, I will do the low-end, and everyone will work together to develop the embroidery market."

Xu Yimin said, "I believe that communication between us will help them make decisions.

For example, I would advise them to do daily necessities, not only to do it, but also to do it faster because you are slow to do something.

If I make hand-made embroidery, I will definitely devote myself to developing energy, talent introduction, training and protection during this time. This is an opportunity for everyone to enter.

But a small individual in this industry may not be able to do so. Maybe a large enterprise or regional association will get better results if they get involved and support. "

Xu Yimin affirmed the opportunity of hand embroidered eyes. "The biggest problem of manual embroidery is that it is expensive to sell, but it can be done. Now it is better to say that no one can find a direction than to find a direction.

At present, we can see that there are already high-end formats in home textile industry in China. For example, if a villa in Taiwan is worth providing, it will cost millions of yuan to buy it.

Personally, I think there are more and more rich people in China's current consumption market, and the rich like uniqueness. Manual embroidery can provide this uniqueness.

Therefore, manual embroidery can be done in the direction of daily necessities, and do not consider whether there has been before. "