In the history of the development of the jewelry industry, it has always been a matter of course for companies to build their brands and product culture.
As a "culture" that highlights the thickness and depth of the brand, its appearance can be described as complex and diverse. It is a medium that condenses in matter but is free from matter. It can be artistic expression, norm of behavior, or it can be a way of thinking and value, or a historical heritage. In the modern and contemporary Chinese jewelry industry, after decades of rapid development, the appeal of “culture†is increasingly prominent. Whether it is raw material supply, creative design, production and processing, or marketing promotion, it gives the brand a certain cultural temperament. It has become a channel for enterprises to enhance their self-worth, and it is also a trend for the long-term development of the brand in the future.
Throughout the jewelry industry chain, the most cultural features are undoubtedly creative design. In the eyes of many jewellery practitioners, creative design is a cultural embodiment and artistic expression that is both “old†and “innocentâ€, and its development path can be described as a long way to go. To say that it is "old" is because since the existence of jewelry in this world, any product will be integrated into the efforts of the creators. At the beginning of the birth of the product, the designer or craftsman is trying to pass through various forms of design. The humanistic thinking of the present society. It is said that it is "innocent" because in the jewelry industry in the past ten years, driven by interests, some companies disregard legal sanctions and moral constraints, plagiarism and imitation, resulting in the development of Chinese jewelry original design is very slow, similar Young toddlers stumbled.
However, with the independent innovation and development of the enterprise promoted by the country for many years, the cultural industry has entered the substantive operational level in recent years. Respecting original design and protecting intellectual property rights is entering a new stage. In this environment, the jewellery industry has not only gained the attention of the government, industry associations and enterprises, but also has become the cornerstone and the foundation of the development of many brands. Some enterprises have also embarked on the road of rights protection, and hope to give some inspiration to the industry. For example, the TTF High Jewelry Zodiac design work, which is known as the “First Case of Chinese Jewelry Original Design Rights Protectionâ€, was infringed by a jewelry company in Guangzhou. The trial of the case triggered public jewellery design. And the hot discussion of intellectual property protection. From the strong rights protection of this enterprise, it is not difficult to see that as a commercial phenomenon and cultural phenomenon, the integrity of creativity and design is becoming an important behavior for the creation of self-culture by major brands, and it can also be called the brand “originalâ€. The exemplary embodiment of the label development concept of “establishing a city and establishing a cultureâ€.
In addition, the achievements of China's jewelry industry in the maintenance and promotion of original design have also begun to influence the strategic development of enterprises with far-sightedness. Industry associations and more companies began to re-examine the brand not only in terms of product design, but also in the overall operation of the company, trying to get rid of the status of “industrialization†such as manufacturing. Many companies began to re-examine the brand. The significance of cultural construction, and relying on gold, diamonds, colored gemstones, jade and other materials, through the mining of traditional technology, release the trend of new products, hold various jewelry cultural exchange activities and participate in or host the original design competition platform. Improve your cultural height and accumulate the cultural thickness of the brand.
This includes the annual Golden Jewelry Exhibition organized by major industry associations and the Jade and Jade Culture Festival; the gold tycoon Baitai Jewelry held the “Filigree Inlay Gold Crafts Exhibitionâ€; the colored gemstone expert Xianlu Jewelry held “China Caibao†"Popular trend release"; original design brand banner represents TTF high jewelry hosted "Zodiac Jewelry Design Competition"; Caibai sponsored "Cultural Cuisine 100, Art Beijing" cross-strait jewellery design master exhibition and "World Jewelry" hosted by Fashion Element Media Miss contest" and so on. The commonality of these industry associations, companies and the media is invariably focused on trying to create a cultural atmosphere in the jewelry industry and create a dynamic cultural phenomenon through a medium or channel.
The rapid development of Chinese jewellery for decades is also a decades of rapid economic development in China. In the context of huge accumulation of wealth, how to return to culture and return to the country has become an important issue for the government and enterprises. Decades of economic advancement have made it possible for government officials and business people to be deeply impressed. The spiritual emptiness and misplaced values ​​brought about by the accumulation of wealth are not one country and one enterprise. One can afford it.
The material ups and downs of the “upstart†countries and enterprises cannot hide their spiritual and cultural stumbles and poverty. Fortunately, in the past two years, China has already had a lot of actions in the face of “cultural kidney deficiencyâ€. It spreads Chinese traditional culture through the overseas promotion of Confucius Institutes; it has brought western and Chinese culture through various cultural and artistic exchanges. The distance through the reading month, cultural festivals, exhibitions, museums, art galleries, cultural centers and other channels and media to enrich the cultural life of the whole people; through the government's introduction of policies to strongly support and encourage the development of small and medium-sized creative design companies and so on. Undoubtedly, on the road of people returning to culture and getting closer and closer, the cultural creation of any industry will usher in a new development opportunity, including the jewelry industry which is both “veteren†and “new recruitâ€. .
In the long history of history, the Chinese jewelry industry has experienced various stages of ignorance, growth, eruption and quietness. Today, the stable national political and economic environment has made it quiet for a long time and it has begun to usher in a great chance of rebirth. We have reason to believe that in the future, whether it is the upstream supply chain, the middle and lower reaches of the production and sales chain, or the related supporting service industry chain, we will do our best to work together to create a long-lasting benign jewelry business environment, creating a brand new and worthwhile. Looking forward to the development of the "jewelry culture industry chain"; we also know that the protagonist here will be all the elites who have close ties with the jewelry industry.
Yizheng fengyisheng nonwoven co., ltd. , https://www.fys-nonwoven.com