"Yue Biography" Reveals China'S Luxury Silk Pain Spot

"An inch of silk, an inch of gold".

"Silk" clothing, known as "the saint of weaving", appeared in spite of the fact that clothing historians believe that it is "crossing". However, as the sericulture and silk weaving technology of China, the silk craft was listed in the world intangible cultural heritage list in 2009.

However, according to the reporter's understanding, for the silk products that can be matched with luxuries in the production process, the reality is that in addition to the works of a few masters, the value of the products is not high, and the brand influence is limited.

The lack of brand power has become the biggest problem of domestic silk fabrics.

Chief economist, Shanghai silk (Group) Co., Ltd.

Lv Gang, chairman of Silk Group Culture Communication Development Co., Ltd., said that compared with the market competition, how to popularize products is more difficult now.

It is hard to lose handicraftsmen by raising salaries.

The "sea silk rhyme" exhibition hall, located in Wuxing Road, Shanghai, is the product exhibition hall of Shanghai Silk Group Culture Development Co., Ltd., which is different from many brand stores. The exhibition hall is not bustling business district, and there are no more similar brands.

"Because of the cost factor, we did not open a store in the business district, most of the shops were located in tourist spots."

Lv Gang told reporters.

Among the cost factors, there is still a greater part of labor.

In the sea silk store, there is a silk product not from the master: the size is 116Cm * 66cm, the price is 120 thousand yuan.

"This work requires a craftsman to spend 10 months to make, and a skilled artist's monthly salary plus a variety of bonus is nearly 7000 yuan."

In LV steel mouth, the labor cost of half the price of the product is the biggest problem facing the commercialization of the product.

It is known that "silk" is also known as "Chinese silk brocade". It is regarded as the cream of traditional silk art, and the representative successors are Wang Jinshan, Wang Jialiang and so on.

"The appreciation value of silk is existed, but the reality is, on the one hand, labor costs are rising; on the other hand, craftsmen are scarce, and there are fewer than 100 handicraftsmen who can make silk products in Suzhou, Nantong and other places."

Lv Gang said.

As early as 2012, there were reports. Because of the external environmental factors, the silk industry was once in a predicament. A large number of employees turned to factories and factories went bankrupt. At that time, there were fewer than 100 artists in Suzhou.

LV Gang said that if wages can be improved, the technical personnel of the silk company should be able to increase later, but the price of the products can not be improved.

Another important issue is brand influence. "If it wasn't for this period of time, we knew that there were very few people."

According to reporters, although the production process can compete with luxury goods, but

The premium is not high. At present, there is no well-known brand in China.

The shortage of manpower and the low value of products are the bottlenecks in sales.

Take the silk rhyme as an example, the sales volume of whole silk products in 2015 is only 2 million yuan.

Promotion is still the biggest problem.

In silk, silk is the most typical representative, and its brand influence is more common in the silk industry.

"At the most prosperous time, there were 30 units in the silk industry in Shanghai. By the year 2000, the entire Shanghai silk industry was only 2, and its output value was reduced from 1 billion yuan to 120 million."

Lu Gang said that the industrial structure of Shanghai silk group has also been adjusted, and the main industry has shifted to solve the "eating problem". However, the group is facing the problem of whether it should continue to develop the original silk industry.

In 2010, Shanghai successfully joined the "creative city network" under the UNESCO and awarded the title of "design capital".

After that, Shanghai silk group decided to develop traditional products as creative industries.

Before the time, the Shanghai silk group had carried out a wave of mixed ownership reform: exfoliation of import and export business and the establishment of a Shanghai Silk Group Co.

In 2012, the Shanghai Silk Group Culture Development Co., Ltd., which was invested by Shanghai silk group and Shanghai silk share company, was established. This is another attack on Shanghai silk since its mixed ownership reform, and the brand sea silk rhyme also came into being.

Despite its foundation and the corresponding brand has been nurtured for several years, there are not many silk shops in Shanghai silk, but only 8 in Shanghai.

"Now we have to expand the volume of our stores and increase the sales point. This year we will increase 3~4, which also includes the market outside Shanghai."

Lu Gang said.

Next, the goal of Shanghai silk group is to promote silk as a traditional Chinese culture to the international market, and to test the water with the help of Shanghai design capital in the fixed exhibition hall of foreign countries.

Wang Leyi, Secretary General of Shanghai Design Capital Promotion Center, said that China's silk and lacquer ware were popular products in the process of participating in overseas markets, but "our brand is relatively weak". In the process of competition with international brands, there is a big gap between brand power and propaganda ability. "Going out" is not an easy task.

It is reported that in the silk products, luxuries are involved in Hermes and Prada, and the fast fashion brands also have a layout.

Compared with these brands, the local silk brands are far from well-known and are even more difficult to match on the scale.

"There are many competitors in the market, and promotion is still the biggest problem."

Lv Gang said that the brand positioning of its target is light luxury, "the positioning of China's silk products must be the same."

At present, private ordering has become a routine business, but for shipping silk rhyme, it has not yet been on the electric express.

However, it said the corresponding planning is under consideration.