The Road Of Sichuan Embroidery Industrialization: Introducing Shu Embroidery Elements Into Clothing And Letting Shu Embroidery Go Public

When Shu embroidery walks down the wall and takes off the noble and mysterious cloak and becomes the same necessities in your life, do you still feel it is far away?

As the only two state-level non heritage items in Pixian, Shu embroidery has not been able to walk into thousands of households like Pixian bean paste and affect the world.

Now the Pixian bean paste has already developed into a mature industry with an annual output value of ten or twenty billion scale, but Shu embroidery has once been trapped in the predicament of no successor.

How should Shu embroidery get out of the boudoir and make the market influence of Pixian bean paste? Since 2008, the hardworking Pixian people have begun arduous exploration.

After several years of exploration, the answer is beginning to emerge.

In June 21st, 2012 Chengdu Jingjing second Shu embroidery culture and Art Festival opened in Shu Jing Park Plaza, Pixian.

The scene is still the last year's amazing scene.

As the host, the Jingjing embroidered mother shows the exquisite embroidery that she poured into their artistic pursuit. On the stage, a new Shu Xiu fashion show has overturned the thousands of tourists' traditional knowledge of Shu embroidery.

On the same day, the high-end forum of Chengdu embroidery industry development has also been solemnly opened, which has made a new interpretation for the future development direction of Shu embroidery: diversifying the development of Shu embroidery products, improving Shu embroidery skills, realizing the large-scale development of the park, and creating a unique Shu embroidery brand. This is the future development road of Shu embroidery.

The magic of Shu embroidery

Life trend

The pformation of "embroidery" from "embroidery" to "beloved"

Car embroidery, interior embroidery, embroidery household articles,

...

In the town of Shu Jing, Pixian, the Shu embroidery has changed from the "arrogant" hanging on the wall to the "beloved" of the nearest and the nearest.

After several years' efforts of Pixian people, Shu embroidery has become more and more popular.

The fruits of beauty have been borne out. People who love beauty can dress themselves up from the top to the feet, shoes, hairpins, pendants, ring flowers and even glasses boxes. Everything is related to Shu embroidery, but the price is no longer high.

In the past, a good Shu embroidery was worth thousands of million dollars.

For such a price, ordinary citizens can only be disappointed.

And the life of Shu embroidery also made this once "tribute" become a "daily life" that everyone can consume.

At this point, the Pixian people found the first answer to how to revive the embroidery industry.

"Only when everyone likes Shu embroidery, Shu embroidery products and Shu embroidery market, can this traditional skill be truly preserved and carried forward."

Zhong Bingzhang pointedly pointed out the development road of Shu embroidery.

In the past, the cost of Shu embroidery was expensive because of the time-consuming and expensive requirements of Shu embroidery.

As a result, Shu embroidery can only be hung on the wall high and "works of art that will not be bad for decades."

The narrow market space is bound to lead to the fact that Shu embroidery's works can not be released in large quantities, and then there will not be too many people engaged in this industry.

And the life of Shu embroidery also decides that Shu embroidery has become a consumable product from the artwork. A large amount of market demand stimulates the production of Shu embroidery products, and further stimulates a large number of embroidered Niang to engage in this industry.

"Only when Shu Shu embroidery is more numerous, can the skills of Shu embroidery be passed down."

Zhong Bingzhang said.

How to develop Shu embroidery? Ceng Tao, chairman of Chengdu brocade embroidery Investment Co., Ltd. is blunt: "wherever there are planes, we all want to use Shu embroidery, whether traditional silk or modern leather, or even some newer textile fabrics."

He thinks that the market of Shu embroidery should be bigger and bigger. If we stay in the way of thinking about past products, we will have big problems.

Under the current economic development situation, the traditional embroidery products must have their own new thinking and have to be redefined.

The content of the product is "otherwise the market is limited."

Creative re creation of works of Art

The value is doubled 10 times.

The late Ming and early Qing Dynasties were the busiest times of Pixian embroidery.

If the time goes back to the 50s and 60s of last century, many women were busy at home to embroider all kinds of daily necessities at that time.

The Jingxiu's Embroidery details are also evident.

Now, a pair of ordinary.

If processed by the skillful hand of the embroidery embroiders of the Jingjing Town, the value of these shoes will probably soared ten times to 3000 yuan.

If you embroidered embroidered embroidered women's boots on a pair of women's boots, the pair of women's boots, which were originally priced around 1000 yuan, would not exaggerate even after the price was added.

This is the charm of Shu embroidery.

At the opening ceremony of the second Chengdu Shu Jing culture and art festival in June 21st, 2012 beautiful models, wearing beautiful pieces of cheongsam and wearing beautiful cheongsam, were on the stage. The passengers on the stage were boiling: too beautiful -- because the cheongsam was decorated with some embroidery on the top of the cheongsam, which added the charm of Shu culture to the cheongsam.

Zhong Bingzhang, curator of Shu Brocade embroidery Museum, is also the designer of these cheongsam.

In her view, the introduction of Shu embroidery elements into clothing, bags and other living things not only adds more value and artistry to commodities, but also provides a possibility for the popularization of Shu embroidery.

"The price of these cheongsam is about 4000 yuan, they are all hand-made."

Zhong Bingzhang believes that the hand-made embroidery clothing made of meticulous handwork can be matched with the world's top brands, whether from tailoring, or style design or style.

"Moreover, these garments can also be customized according to their own requirements. They are unique, and sell at tens of thousands of prices."

Zhong Bingzhang said that this is also a trend of consumption under the continuous development of the economy, which complies with the market.

Confidence in the future

Shu embroidery goes out of the country and sales will break 100 million this year.

The life of Shu embroidery has greatly expanded the market space of Shu embroidery, but also allowed Shu embroidery to usher in a stage of great industrial development.

"Last year, the output value of Jingjing Shu embroidery reached 90 million yuan, and it is expected to exceed one hundred million this year."

Yang Min, the director of Pixian embroidery industry development office in an Jing Town, was confident that "from January to June this year, the Jingxiu embroidery order has never been done."

In the presence of snowflake orders, it is even more to Yang Min's delight that the embroidery of Anjing has been exported to Shanghai and Hongkong, and even for the first time.

SHEME is the joint development of Shu embroidery shoes trademark by an Jing town and a famous shoemaking enterprise.

Today, its brand stores have opened to Hongkong and Shanghai.

Chengdu people's local records opened a gift shop in Canada.

In March this year, he decided to import the first Shu embroidery products from Anjing, 30 pieces of Shu embroidery placed on his own paving, and the result was very popular.

"This is also the first time that Shu embroidery has been sold abroad."

Yang Min said.

Long term plan to "go out" talent training plan

Facing the successive orders, the Jingjing embroidered girls are busy.

Training the talents of embroidered mother is the top priority of the development of Shu Jing embroidery.

Now, the embroidery mother of Shu embroidery is not only concentrated in Pixian, but also popular in Pengzhou, Dujiangyan and other places.

Pixian people know that to improve the quality of Shu embroidery, we must increase the skills of embroidered mother.

In 2008, Pixian put forward the strategy of "promoting national culture and developing Shu embroidery industry", vigorously implementing Sichuan embroidery personnel training, development carrier construction, application research and development of Shu embroidery and market cultivation and development, and initially built a Sichuan embroidery industrial base for intangible cultural heritage protection, industrial development, R & D and employment training.

At present, there are more than 1500 embroidered mothers in Pixian.

As the foundation and key to the development of Shu embroidery industry, the cultivation of Shu embroidery talents has been constantly expanded to improve the use, competition and incentive mechanism of Shu embroidery talents to ensure that excellent Shu embroidery talents are introduced, retained and used.

At present, there are 3 provincial arts and crafts masters and 4 Shu embroidery inheritors. They have held 35 Shu embroidery skills training courses in various forms, and 4526 people have been trained. Among them, 215 embroidered girls have obtained the junior job qualification certification issued by the Chengdu Municipal Bureau of human resources and social security through the skills examination, and 44 embroidered girls have obtained intermediate vocational qualification certification. Over 700 embroidery girls have been engaged in embroidery work for a long time, and have formed high, middle and low levels of embroidered mother talent pool.

According to Yang Min, in accordance with the requirements of industrial development and personnel training, he is working in depth with Southwest Jiao Tong University, Chengdu Textile College, Sichuan business service school and other professional institutions to train a group of senior technicians of Shu embroidery arts and crafts.

At the same time, he also persisted in the concept of market-oriented education and training. The joint social organization established the Chengdu Shu embroidery professional training school, and went out to carry out Shu embroidery skills training for the regions and groups that have the employment demand of Shu embroidery, thus expanding the team of Shu embroidery.

Invest 4 billion 120 million yuan to build tens of billions of industrial parks

In order to let the embroidery industry go on the way of industrialization and clustering and enhance its core competitiveness, the Pixian county Party committee and county government invested 4 billion 120 million yuan. In the core position of the Fu River and Dongfeng channel around the 198 functional area of Pixian, we plan to build Tianzhu Shu embroidery cultural and Creative Industrial Park.

The industrial park, which covers an area of about 1400 mu, will be built into a comprehensive cultural industry demonstration park based on the research and development, training, production, exhibition, exchange and trading of Shu embroidery, supporting cultural creativity, tourism, business finance and information exchange.

According to the bulletin of the Pixian county Party committee and county government, in October last year, the Tianfu Shu embroidery cultural and creative industrial park project was officially signed.

About, is currently in an orderly manner.

It is estimated that by 2015, more than 30 enterprises will be introduced into the industrial park, and the annual output value of Shu embroidery and ancillary services will reach 2 billion yuan. It will strive to build more than 100 hundred enterprises in the past 10 years, with an annual output value of more than ten billion, with 2-3 listed companies and thousands of tourists receiving 4A per day.

Zhou Gang, Secretary of the Party committee of an Jing Town, Pixian, said that in the planning of brand operation, in the future, he will make breakthroughs in the application of Shu embroidery's geographical indications, cultural labeling and other embroidery, and put this ancient inheritance skill on the label of modern fashion, pforming the products of Hua Li and times closely to achieve a real leap.

Extended reading >

Shu embroidery will solve the employment problem of 80 thousand people in 2015.

For Chengdu, the rise of Shu embroidery has also solved the problem of employment for most women.

"95% of the urban and rural unemployed and landless women in Chengdu, the biggest hope of employment is to take into account the employment increase and care homes. Based on this situation, Chengdu has explored a new mode of innovation, called home based flexible employment."

Gao Jiuyun, vice president of Chengdu women's Federation, said.

Now, Jingjing's ordinary embroidered mother can earn thousands of money per month, and the income of excellent embroidered mother can even reach three thousand or four thousand.

According to the relevant planning of Chengdu, by 2015, Chengdu will solve 200 thousand women's employment in traditional handicraft industry.

"If we solve the employment problem of 200 thousand people, we will achieve ten billion of output value according to the development mode of leading enterprises, which is a very exciting goal for us."

Gao Jiuyun said that at that time, Shu embroidery, a leading industry, will solve 80 thousand people's employment and output value 3 billion.