Exploration on the market positioning of folk paper-cutting in Yueqing
Yueqings fine-grained paper carvings are complex and delicate, and most of the works are based on exquisiteness, which is time-consuming and labor-intensive. In view of this characteristic, Yueqings fine-grained paper cutting should focus on developing the market for high-end gifts and tourist souvenirs rather than the market for folk paper-cutting. At present, some fine-grained paper manufacturers divide their works into three categories: high, medium and low-end according to their size and degree of fineness. However, due to its small scale, no more systematic planning has been done, the product image is not outstanding, the concept of sales service is lacking, and the brand effect is not great.
Here, we can divide it into five categories according to its market share: collectibles, travel souvenirs, high-end gifts, promotional gifts, and extension products. As a collectible, Yueqing fine-grained paper must have high cultural and artistic value. It is aimed at lovers of folk art and traditional culture, so it is a relatively traditional and classic theme. In addition to paying attention to the packaging, Taste and texture, and more attention should be paid to exploring the stories behind the works, including the production process and characteristics of the products, in order to meet collectors’ professional requirements for their works. In the category of tourist souvenirs, we should grasp the characteristics of "traditional craftsmanship, rich connotation, fashionable needs, and happy experience". We must avoid being the same and must have a strong sense of diversity and integrate regional, national and modern elements.
There are still obvious deficiencies in the development of fine-grained paper in Yueqing. Most of their works stick to well-known themes, while young artists blindly imitate the old themes, old content, and old forms of the older generation, lacking their own uniqueness. thinking and personality. In terms of packaging, we should skillfully combine Chinese and Western, tradition and modernity to not only highlight cultural taste and national customs, but also highlight its sense of the times through pattern distribution, text arrangement and color matching. Only in this way can it attract the public and Chinese and foreign tourists who pursue a sense of the times. Through cooperation with the Wenzhou tourism department, we have produced a series of products and turned paper-engraved works that combine Wenzhous customs and fashion sense into branded tourist souvenirs.
Fine-grained paper high-end gifts mainly refer to large-scale, high-quality and luxuriously packaged carved paper products. They target a smaller market and are mainly used as interior decorations that highlight quality. It should be designed according to todays home decoration styleInternational, pursuing superb skills and artistry. This type of paper engraving requires a lot of manpower, material resources and talent. First of all, it must be created by excellent artists, and the paper engraving artists careful production, coupled with creative outer packaging design, can enter the luxury market as a high-end handicraft. Promotional gifts refer to cooperating with the company to design the companys logo into fine-grained paper and use it as a promotional gift for the company. As a characteristic handicraft of Wenzhou and even Zhejiang, fine-grained paper engraving itself contains Zhejiang cultural connotations. It can also be used as gifts for some Zhejiang enterprises, especially those that cooperate with foreign countries. Engraving paper with Chinese characteristics and Zhejiang style can be used as gifts. Gifts given to foreign guests will be very popular.
At present, most government agencies order engraving paper as promotional gifts. If you want to attract more companies to order, firstly, you need to promote the engraving paper manufacturers themselves, and secondly, establish an incentive mechanism through local governments. The so-called extension of fine-grained paper refers to other designs that use the style of carved paper, including engraved greeting cards, engraved stamps, book binding, clothing design, and even interior decoration, landscape architecture, etc. In these fields, through and The cooperation between designers and paper engraving artists shows their skills in modern design. It is actually a process of mutual learning and creation.
Designers can learn the artistry of paper-cutting, and paper engraving artists can also appreciate modern design. The results of the collaborative design between the two are then handed over to the manufacturer for production. The final work can also be used as a promotional tool for fine-grained paper cutting. Highlights. In particular, there is a lot of room for exploration in this market, but it is currently difficult to implement due to incomplete systems and legal systems. If there are relevant departments or non-governmental organizations to pull the strings, a market that combines tradition and modernity will surely be developed. Creative market.
