Marketing promotion of folk paper-cutting in Yu County
Yuxian paper-cutting is a typical folk arts and crafts with spiritual and aesthetic value. Due to the gradual disappearance of traditional folk customs, consumers in cities and most suburbs no longer post window grilles during the Chinese New Year. Traditional Yuxian paper-cutting There is no market anymore. Its advantage is that it is a folk arts and crafts with local characteristics in Yu County. The shapes and colors of the pictures are simple and vivid, and the patterns all have beautiful traditional folk connotations. This can be developed as a tourist souvenir, gift, or collectible. The main target consumer group is tourists coming to Yu County and collectors who love folk arts and crafts. Then the Yu County paper-cut products promoted in the specialty product market should maintain the window grilles. Based on the original flavor, it is easy to appreciate, carry and collect.
Today, many paper-cutting factories encounter bottlenecks in business development. The product types are similar, the business operations are poor, they are not competitive in the market, and the economic returns are getting lower and lower. The author believes that the protection problem of Yuxian paper-cutting cannot be solved simply by policy intervention. The problem of Yuxian paper-cutting product production needs to be realized by relying on commodity production. Since Yuxian paper-cutting is a high-level commodity production, it is necessary to use modern management methods and marketing methods for positioning, publicity and promotion. Traditional handicrafts with a long history and strong local characteristics deserve high returns in the market. Publicity by the government and academic institutions is necessary. More importantly, the local paper-cutting factories themselves should take the initiative to develop Yuxian paper-cutting products through brand strategies, actively cultivate the market, and promote traditional craftsmanship through marketing strategies.
The work done by Yuxian Yuxian Paper-cutting Factory in protecting and promoting the market of traditional paper-cutting products is worthy of recognition. The director of the factory, Gao Dianliang, packaged the traditional pattern products produced by the production process in a modern form and introduced them to the market. Combining traditional skills with modern creativity, the functions can be developed and the forms can be diversified. In the end, the original traditional products must be retained. For example, the window decorations with the theme of Fuwa are packaged in frames and made into decorations.
The paper-cutting artists in Nuanquan Town, Yu County are still producing and selling traditional paper-cutting. In a sense, they are the continuation and inheritance of the core skills of the traditional hand-made paper-cutting skills in Yu County. Traditional paper-cutting is still very popular during the New Year festival in Nuanquan Town. This is because paper-cutting artists have the motivation to make traditional paper-cutting. Local paper-cutting artistsThey have preserved the core skills of Yu Countys traditional paper-cutting craftsmanship of carving and dotting. The hand-carved and dot-dyed techniques create the unique visual style of Yu County paper-cutting, and also reflect the artistic wisdom of local paper-cutting artists in Yu County. This is also the prerequisite for incorporating Yu County paper-cutting into the national intangible cultural heritage protection work.
