"Root searching"——
Cultural Return of Chinese Home Textile Design
The start of China's home textile industry has a deep brand of westernization. More than ten years ago, in an era when the word "home textile" was still unfamiliar to Chinese society, we only had towel and sheet reproduction industries. More than ten years later, "home textile" has become a household name in China. This is due to the fact that Chinese home textile enterprises have caught up with the good opportunity of development. What is more undeniable is that home textile enterprises are good at learning from the advantages of western design in product design, and have taken a shortcut to a rapid start. Today, the lack of design and R&D capability and brand channel operation capability is still our weakness.
Yang Zhaohua told the reporter that the cultural return of home textile design is an inevitable choice, whether from the demand of the international or domestic market. At the 2009 Home Textile Exhibition, the "China Home Textile Intangible Cultural Heritage Exhibition Area" and the South Korean Patchwork Art Area jointly formed by 14 national intangible cultural heritage projects in textile technology, including cloud brocade, Dong brocade, Suzhou embroidery, Nantong old coarse cloth, Shen embroidery, Nantong blue calico, let many visitors feel the long history and culture of China's textile technology, It has not only found an innovative direction for the original home textile products advocated by the Chinese home textile industry for many years, but also found a new platform and path for the industrialization of traditional skills.
The original culture of each nation is the soul of the nation and the root of the nation. Only when a nation has a deep cultural foundation and absorbs and integrates into diversified cultures in an open way, can it continuously glow with rich colors and vigorous vitality. How to coordinate the development of this culture, the inheritance of skills and contemporary life should be the theme of our home textile people in this era.
Culture——
One stitch, one world, one brocade, one civilization
Cloudy brocade, fresh and plain blue printed cloth, Dong brocade with rich characteristics, and Dunhuang decorative patterns in combination of Chinese and Western styles... In the face of these increasingly distant and beautiful old scenes, it seems that you can hear the echo of the civilization at that time. Each pattern and each type of product contains a profound code of Chinese traditional culture, which is fascinating and respectful.
Since the market response of most products using Chinese elements is not optimistic after they are launched, some people think that these traditional elements are not fashionable, not in line with the aesthetics of modern life, and have no market vitality. Is it true? When we see from Frankfurt, Paris and Milan that foreign designers use Chinese elements in such a fashionable, beautiful and attractive way, we can only say that our designers are simply copying these Chinese elements, and have not really understood the true meaning of them, and have not extracted representative Chinese elements to creatively integrate them into modern products, It is not that these precious traditional cultures themselves have no vitality. On the contrary, the key to the formation of the home textile style with Chinese national characteristics and the solution of the homogenization dilemma lies in how we can absorb the nutrition of creativity from Chinese traditional culture and find our core competitiveness in the future.
To build a platform for inheriting and protecting Chinese traditional culture and promoting its commercial development and industrialization process, the contribution lies in the future; It has excavated a wealth of decorative patterns and cultural and spiritual support for Chinese home textiles to form a style with Chinese characteristics, which is beneficial to the contemporary era; The extensive and profound traditional culture has injected the concept and positioning of personalized consumption culture into many home textile brands, and provided a homogeneous breakthrough path. Benefiting from this, the establishment of intangible cultural exhibition areas can really be said to achieve three goals with one stone.
Fusion——
Return is for tomorrow
On the one hand, we need to inherit and carry forward the glorious cultural treasures with a long history; On the other hand, it is the modern vibrant home textile design that needs to meet the needs of consumers for a colorful and diversified fashion and comfortable lifestyle. How can we find a way to solve these two problems well and also find a breakthrough for the homogenization of home textile?
The breakthrough is to build a home textile culture with individual characteristics.
Yang Zhaohua said that the first thing we should do is to inherit intangible cultural heritage, extract representative Chinese cultural elements and integrate them into modern lifestyle, so that we can fundamentally break through the bottleneck of originality. To build a home textile culture, more attention should be paid to where the cultural value of the brand lies, whether this cultural complex can be found in traditional culture, and whether to develop home textile products with different cultural complexes for different consumers will also solve the homogenization problem.
A colorful historical and cultural picture is slowly unfolding towards us. If you dive into the heart to carefully understand the secrets of traditional culture, you will find the driving force of the next stage of rapid development. Let's wait and see.
China Home textile industry In recent years, it has developed rapidly, even under the baptism of the international financial crisis, it is still growing at a high speed. But if we are only satisfied with the current increasingly homogeneous market pattern, how long can all this last? How can homogenization break through? These are the survival and development problems that need to be solved urgently in the home textile industry. The answer given by Yang Zhaohua, president of China Home Textile Association, is that local home textiles are in urgent need of cultural return.
"This time when the booth is very tight, we still take more than 200 square meters to provide free cultural concepts to relevant parties, which is to guide China's home textile design to gradually develop in the direction of national characteristics and form our Chinese style home textile design. Even if it takes several years, we have enough patience to adhere to it. Because this is the foundation for China's home textile to stand firmly in the international market in the future, and our generation should lay this foundation firmly. " Not long ago, Yang Zhaohua, president of China Home Textile Association, said so in an interview with reporters.
Yang Zhaohua's detailed comments are indeed the problems that Chinese textile workers need to slow down and think seriously on the journey of rapid progress. Take a quick look at the domestic market modern stylish Surrounded by home textile products, whether the product itself or the lifestyle style created by the product, it is not difficult to find that home textile products are becoming more beautiful and luxurious, and the homogenization problem of home textile products is becoming increasingly prominent. Although all enterprises are trying to find their own blue ocean space and make their own personalized style, they can't avoid being squeezed into the same space and getting a share by price advantage and promotion activities.
