Home Textile Industry: Market Potential To Awaken Cultural Consumption Needs To Awaken

At the scene of the Nantong international competition of the China international home textile design competition, which has just come to an end, a bed with the national treasure panda as its design element has not been finalists, but it reflects the endurance and toughness of Chinese art home textiles.

Similarly, in last year's design competition, a high-end hand-painted work peacock was also unable to win the gold medal list.

But the contestants are still sticking to it. They firmly believe that Chinese art home textiles will be able to break down in the near future.

Maybe China

The pioneer of fuanna means more.

Lin Guofang, chairman of the company, once said, "I feel like a solo dancer on this road."

And now, in the general downturn in the whole summer home textile market, many artists of the art home saw the trend of the red fire in the art market, of which Nantong Emily and Shanghai Hua Li are the advocates and practitioners of the art home textile.

"Art" promotes added value

"Art home textiles" is the use of the latest modern printing and dyeing or jacquard technology, coupled with the special production process, to copy any favorite artwork to our daily different materials of ordinary home textile products, so that every conventional household textile products become works of art.

The artwork copied from the art home textile can be derived from famous artists' oil paintings, traditional Chinese paintings, calligraphy, photography, or any artistic pattern of arbitrary creation.

This seems to be a meticulous explanation of the art home textiles, but in the industry view, this explanation is rather vague, and it is worth noting that "technology, craft, love, creation" is the key word of this concept.

Art home textiles not only needs the support of sophisticated printing and dyeing technology and complicated jacquard technology, but also requires consumers to express their favorite decorative styles and designers to create a spiritual space with historical and cultural connotations and meet market demands.

Art home textile -- this "double appearance".

Although the category has not yet been clearly defined by the industry, there is no doubt that art has indeed increased the added value of home textiles.

During the national "12th Five-Year" cultural development and reform outline, it was also clear that we should promote the integration and development of the cultural industry with home, tourism, information, architecture and other industries, increase the cultural content of related industries, extend the cultural industry chain, and increase the added value.

This is also the policy background for the strong development of artists' spinning.

"Sales of Huali silk home textile products is very small compared with traditional products, but it is an effective way to increase the added value of products."

Xu Yuyan, chairman of Shanghai Huali Silk Textile Co., Ltd., affirmed the important role of art in enhancing the added value of home textiles.

Home textile is currently one of the most commonly used materials in home decoration. Many home textile manufacturers also aim at the art home textiles, leveraging the vigorous advance of cultural industry construction, finding cultural entry points through family textiles, strengthening innovation, making home textiles a carrier of Chinese culture publicity and dissemination, integrating traditional Chinese culture into modern home decoration, expressing Chinese culture with products, avoiding homogenization, and striving to develop new products.

Products.

Consumption needs to awaken

Because of the demand of individuation, the demand of individuality is accompanied by the change of consumption concept from the rational stage of paying attention to cost performance to the perceptual stage of pursuing aesthetic effect. However, the change of consumption concept is confined to the narrow scope. Due to the restriction of consumption level, the majority of consumers' concept still stays in the rational stage, which is not sensitive to the individuality and artistic connotation of art home textiles.

Beijing consumers Lee told reporters that the purchase of home textiles first consider the price and style, as long as the price is reasonable, the basic function is no problem, and the price of the art home textile is too expensive, for ordinary consumers, it is not necessary to consider.

In this regard, Zhao Hongli, chairman of Nantong's amore home textile company, believes that the Chinese consumption concept is influenced by traditional Chinese culture, and the importance of aesthetic education in China is not enough. Most people lack their aesthetic training, leading to lagging behind in aesthetic taste and low acceptance of individualized products.

From the perspective of consumers, consumer attitudes and aesthetic tastes are not the main reasons for the limited development of art home textiles. However, from the perspective of enterprises, the publicity and promotion efforts of enterprises to artistic home textiles need to be strengthened. Insiders say that consumers do not know much about the character and emerging products of the art home textiles, and the information obtained is not comprehensive. If we simply identify the art home textiles with the naked eye, the subjectivity is too strong to correctly identify the artistic value of home textiles.

If the enterprise promotes the art of home textile, the aesthetic needs of consumers will be aroused with the deepening of the understanding of art home textiles. If there is demand, then there will be a purchase.

Market potential to be stimulated

The value of art home textiles lies in its "artistry". Therefore, enterprises tend to have a preference for designers. They prefer designers who graduated from Academy of Fine Arts and have home design experience, art skills, sensitivity to color, and ability to comprehend space.

However, relying solely on artistic perception is not enough. Design needs to be integrated with the market, and products need to meet the needs of consumers. In particular, the art family textile emphasizes individuality and uniqueness, and it also needs to face with consumers face to face.

A home textile designer told reporters: "because designers need to spend a lot of energy on design, they can't run the market like a salesperson every day, directly contact customers, and designers' disconnection with the market makes consumers' real needs and intentions unable to be accurately conveyed."

In order to understand the market demand more accurately, some enterprises will make specific analysis according to the decoration situation of consumers, such as design style, decoration budget, habitation habit and so on.

On the one hand, designers will provide multiple sets of sizes, materials and patterns for consumers to choose according to the specific circumstances of consumers. On the other hand, if consumers make special requests, designers will communicate with consumers, give comprehensive consideration, give suggestions, and finally determine a plan to allow consumers to participate in the design.

In addition, many art home textile enterprises will collaborate with art schools such as China Central Academy of Fine Arts to let designers and artists learn from each other and communicate with each other, or provide a platform for designers to come together to conduct ideological collision and exploration research so as to improve the quality and level of designers themselves. But in the current situation, "the road of innovative design has a long way to go, and we need to constantly explore and move forward."

Zhao Hongli said.