Jianshui purple pottery has a long history and unique technology. It ranks alongside Yixing in Jiangsu, Qinzhou in Guangxi and Rongchang in Sichuan as the "Four Famous Pottery" in China. I am very famous at home and abroad, but I have been lonely for a while. In recent years, with the great attention of the state committee, state government, Jianshui county committee and county government, Jianshui purple pottery industry has developed rapidly, forming a pattern of collective, private and individual (family workshop) production and operation modes developing together. In particular, the Seventh Plenary Session of the Seventh CPC Central Committee put forward a bright business card cultural brand of "making every effort to build the history and culture of the Red River for 3,400 years". With the goal of inheriting, protecting, developing and utilizing the cultural resources of Jianshui purple pottery and strengthening the purple pottery industry, Jianshui county party committee and government decided to build Jianshui purple pottery into the "Tao Dou" of China, realize the integrated development of "production city culture" and become the leading industry to promote regional economy, culture and tourism.
At present, the annual output value of Jianshui Zitao and related industries has reached 800 million yuan. However, with the rapid development of Jianshui Zitao, Xie Heng, president of Jianshui Zitao Research Association, believes that there are still many hidden concerns in the development of Jianshui Zitao and related industries.
The "bottleneck" of development under fame
In the late 1990s, with the sudden emergence of Yunnan Pu 'er tea, making Yunnan tea with Jianshui teapot and preserving Pu 'er tea was sought after by many people. With the bright market prospect of Jianshui Zitao, some technicians from Jianshui Zitao State-owned Factory went out to start businesses, and the production of small workshops gradually resumed. Xie Heng introduced that there were only seven purple pottery enterprises in Jianshui in 2004. Up to 20 14 1 1, there are 329 registered purple pottery enterprises in Jianshui, with more than 3,000 employees and annual sales income of more than 200 million yuan. Together with the output value of related industries, the annual output value of Jianshui Zitao industry exceeds 800 million yuan.
A number of private individual enterprises, such as Jianshui Taochaju Zitao Culture Communication Co., Ltd., Jianshui Beishan Tao Zhuang Cultural Industry Co., Ltd., Honghe Huobao Cultural Industry Co., Ltd., Jianshui Bowl Kiln Xingren Building Materials Ceramics Factory, Shao Kang Studio and Yuan Yingde Workshop, have continued to grow and develop, effectively expanding the production scale of Jianshui Zitao and improving its popularity. At the same time, a group of professional representatives with high technical level gradually emerged, and a group of outstanding ceramic inheritors were awarded the title of senior arts and crafts artists in Yunnan Province. In 2008, Jianshui purple pottery traditional production skills were approved by the State Council as the second batch of national intangible cultural heritage, and Beishan Tao Zhuang and other purple pottery workshops were listed as the first batch of national intangible cultural heritage demonstration bases; 20 10 Jianshui was named "the hometown of famous pottery in China" by China Light Industry Federation and China Arts and Crafts Association. On June 20 1 1, "Jianshui Zitao" became one of the national geographical indication certification trademarks representing Yunnan Province. Brand building and marketing have been promoted, and they have successively participated in the "Seventh China Central Investment and Trade Expo Geographical Indications Achievement Exhibition" and the "First China International Geographical Indications Product Expo", further expanding the popularity of Jianshui Zitao; The registered trademarks of many enterprises such as Huobao, Beishan and Taochaju have become famous trademarks and well-known trademarks in Yunnan Province and Honghe Prefecture. At present, there are 222,052 applications for the use of Jianshui Zitao special logo and 74 applications for the engraving of Jianshui Zitao seal, and the brand influence of Jianshui Zitao is increasing day by day.
However, the person in charge of the Jianshui County Cultural Industry Office said that in the rapid development, Jianshui Zitao still has a "bottleneck" to break through. For a long time, Jianshui purple pottery has followed the historical tradition, forming a development pattern with daily-use pottery as the mainstay and artistic pottery as the supplement. With the continuous development of pottery industry and handicraft industry, Jianshui purple pottery has some limitations in traditional craft, aesthetics and creation, and its development ideas need to be broken through urgently. The market saturation of low-end daily-use ceramics and art ceramics is high, and there is a lack of high-end art ceramics with high aesthetic and cultural values. The decoration and creation of ceramic products are mainly celebrity calligraphy and painting, but the differentiated competitive advantage is not tapped enough, and the form and connotation need to be innovated.
At present, the quality of all kinds of purple pottery products on the market is uneven, and the lack of authoritative and unified product standards is not conducive to the brand building and maintenance of Jianshui purple pottery, a national geographical indication product. The industry standard of Jianshui Zitao needs to be improved, and the relevant policies and terms of industry operation and market construction need to be formulated.
At present, the scale of Jianshui purple pottery industry is small, the output value is small, and the industrial advantages have not been fully exerted; The rapid development of modern industrial daily necessities has caused a great impact on the purple pottery industry, and the market space has gradually shrunk, and the production level and management level are low. The linkage between purple pottery industry and other related industries is not high, the characteristic landscape represented by ancient wells, ancient pagodas and ancient bridges is not well integrated with purple pottery technology and products, and the characteristics of urban sculpture sketches, ground pavement, advertising signs, street lamps and stools are not clear enough; The integration and development with national culture and cultural tourism needs to be deepened.
Jianshui purple pottery is mainly made of daily-use pottery and artistic pottery, but it lacks attention and creation of high-end artworks. The level of pottery is relatively simple. The existing products have not yet entered the investment and consumption market of high-end artworks, and there is a lack of purple pottery handicrafts with high artistic, cultural and economic values. The development of the finished product industry is limited to some extent, and the high-end market needs to be actively cultivated. There is a lack of a comprehensive promotion platform for large-scale purple pottery industry, which integrates clay resource storage, craft display, art display, trade transaction and exhibition promotion. It is necessary to establish auction institutions for high-end purple pottery art and famous works.
These problems are existing in the development of Jianshui purple pottery industry at present.
How to break through the bottleneck of development
As the president of Jianshui Zitao Research Association, Xie Heng has been devoted to the research and promotion of Jianshui Zitao cultural history and the cultivation and development of Jianshui Zitao cultural industry since he initiated the establishment of Jianshui Zitao Research Association in 2004. He is an important promoter of the development of contemporary Jianshui purple pottery culture industry. He has his own profound and unique views on the problems and constraints of Jianshui purple pottery industry.
Xie Heng believes that the purple pottery cultural industry in Jianshui must be supported by a strong industrial cluster if it is to become stronger and bigger. Looking at other famous ceramic producing areas in China, there are strong industrial clusters to support them. Taking Yixing purple sand as an example, the annual output value of Yixing traditional purple sand industry is only about 654.38+0 billion yuan, but the output value of purple sand related industries has reached nearly 10 billion yuan. Liling, Hunan, as the birthplace of China ceramic underglaze color technology, is also a famous porcelain capital in China. Similarly, the annual output value of traditional ceramic industry is less than 654.38+0 billion yuan, while the annual output value of ceramic related industries has reached 654.38+0.2 billion yuan. Therefore, in order to strengthen and expand Jianshui purple pottery industry, we must establish a strong related industrial cluster.
In order to build a powerful industrial cluster related to Jianshui Zitao, on the basis of a number of policies issued by the provincial, state and county party committees and governments to promote the development of Jianshui Zitao industry, both the government and enterprises should find their own positioning and find the point of convergence. The government should formulate more support policies for the purple pottery industry, and enterprises should study how to make good use of the government's support policies, realize benign interaction and circulation, and promote the development of Jianshui purple pottery industry.
As the relevant person in charge of Jianshui County Cultural Products Office said, there is a "bottleneck" in Jianshui purple pottery industry at present. From a macro point of view, specifically, to truly strengthen and expand Jianshui purple pottery industry, we need to solve the following problems and make breakthroughs.
Jianshui County currently has Zitao Research Association, Zitao Association and Zitao Industry Development Office. Research societies and associations are trade organizations and mass organizations, while Zitao Office is a government department. Due to well-known reasons, there is a phenomenon of unclear division of labor and multi-head management among the three institutions and departments, which increases "internal friction". Therefore, the organization and management institutions of Jianshui Zitao industry need to be readjusted, and the management system of Jianshui Zitao industry and trade associations needs to be straightened out.
At the same time, establish a professional long-term development plan for Jianshui Zitao. The development plan of Jianshui purple pottery industry has also been issued, but these are not from a professional point of view. Without professional long-term development planning, it is possible to take detours, which is not conducive to the rapid and healthy development of purple pottery industry. At present, the state and county governments have entrusted professional organizations to make the development plan of Jianshui purple pottery industry, and this problem is being solved.
Rongchang in Sichuan and Qinzhou in Guangxi are both cities with ceramics as their main industries, and the industry management departments of these cities have a large amount of government support funds every year. When participating in some major competitions and exhibitions at home and abroad, trade associations or management institutions in these counties and cities rent booths in batches with government support funds, and then distribute them to local artists for exhibition. However, due to the lack of funds, Jianshui Zitao can only be exhibited by several Zitao artists in one booth, and more Zitao artists did not participate in the evaluation or exhibition because of booth fees, travel expenses and other reasons. Without the opportunity to participate in the exhibition, how can Jianshui Zitao have greater development? How to produce high-end products? Therefore, the government needs some concrete support measures.
Strengthening and expanding Jianshui purple pottery industry is not only a matter for Jianshui County and purple pottery practitioners. The State Party Committee and the State Government put forward a beautiful business card cultural brand of "making every effort to build the history and culture of the Red River for 3,400 years". Jianshui Zitao is one of them, and the Yunnan Provincial Party Committee and the provincial government also intend to make Jianshui Zitao another world-class cultural business card in Yunnan after Pu 'er tea. It can be understood from these policies that the development of Jianshui purple pottery industry is a matter of overall consideration at the level of Quanzhou and even the whole province. It can no longer be narrowly considered that the development of Jianshui purple pottery industry is a matter of Jianshui County. Only when the development of Jianshui purple pottery industry is considered at the level and height of Quanzhou and even the whole province can Jianshui purple pottery industry realize the goals and requirements put forward by provincial and state party committees and governments as soon as possible.
To strengthen and expand Jianshui purple pottery industry, we must strengthen personnel training. "There are three levels of personnel training here," Xie Heng said. On the one hand, the training of technical workers in Zitao industry needs to be carried out jointly with vocational secondary schools, technical secondary schools and universities to provide a large number of junior technical workers for Zitao industry. The second is to strengthen the contact and cooperation with the provincial ceramic association, and actively carry out the declaration of Jianshui Zitao national master. "In May this year, we cooperated with the Provincial Ceramics Association to complete the selection of' Yunnan Ceramic Master' in Jianshui purple pottery industry." Xie Heng said that Jianshui Zitao is very famous in China, but so far, there is no national master. Without a national player, it is very difficult for Jianshui Zitao to be strong and make a big meeting. The third is to train the special research and promotion personnel of Jianshui Zitao. Compared with other famous ceramics in China, the research on Jianshui Zitao is very backward, and there is no relevant monograph. Of course, this is caused by some objective reasons. First, Jianshui is located in a remote place, and there are relatively few scientific researchers. Second, the separation of production and research is caused by historical reasons. At first, people who made pottery were unable to write books and monographs, and those who were able to write books and monographs could not make pottery. Can the government consider publishing a monograph on Jianshui Zitao by public bidding?
"Only by breaking through these constraints can Jianshui Zitao grow healthily into an industry with an output value of10 billion yuan." Xie Heng finally said.
Make the bureau stronger and bigger.
At the end of September this year, 1 1 Jianshui Confucius Culture Festival was held continuously and renamed as "Jianshui Confucius Culture Festival and Zitao Culture Tourism Festival". On September 26th, Jianshui Zitao Street, the first commercial street with the theme of Zitao culture in Jianshui, opened for business. This is a characteristic tourist pedestrian street with purple pottery sales display, leisure experience and holiday sightseeing, which makes up for the blank that Jianshui has no purple pottery works display street. At the street opening ceremony, a torch relay ceremony symbolizing the endless fire in Zitao kiln was held. This can be said to be another "force" of Jianshui Zitao.
Yang Weiwen, director of the Propaganda Department of Jianshui County Committee, said in an interview with the media that how to make Jianshui Zitao go out of Jianshui, Yunnan and even the whole country is a problem that Jianshui County Committee and county government have been thinking about and paying attention to. In fact, over the years, Jianshui Zitao's output and reputation are not as good as Yixing Zitao's, but with the government's attention and decision-making, it has gradually gone abroad and become known. The first is to build Jianshui Zitao brand. Jianshui Zitao has successfully applied for the certification of geographical indications in China, and is currently applying for the recognition of well-known trademarks in China, so as to promote the outward development of the whole Zitao industry through brand promotion. The second is the establishment of Zitao Association. Organize to participate in various exhibitions and organize ceramic masters to communicate with various ceramic holy places, and break the mode of making cars behind closed doors and enjoying themselves. Third, with the help of the platform of foreign cultural exchange in Honghe Prefecture, plus the characteristics of the Red River such as terraced fields and ethnic songs and dances, we will go out of the provincial boundaries and go abroad. In recent years, we have completed a trip to Taiwan Province Province, a Japanese trip and a French trip. Fourth, combine Yunnan tea to promote Yunnan commodities. Make Pu 'er tea and Jianshui Zitao into a practical and intimate partner combination, and constantly promote Jianshui Zitao. Fifth, Jianshui Zitao not only has tea sets, but also other traditional life pottery, such as gas pots. To a great extent, this has created a new way for the promotion of Jianshui Zitao. Food is the most important thing for people. The application of Jianshui purple pottery in food culture also makes people know more about Jianshui purple pottery and its use.
At the same time, relying on Jianshui Zitao Association, ceramic experts and arts and crafts masters are invited to Jianshui for exchange and guidance. Organize a group of ceramic masters from Taiwan Province Province to give lectures in Jianshui, and demonstrate ceramic making skills. Meng Shufeng, a national master of arts and crafts and a ceramic expert, was invited to Jianshui many times to help the development of Jianshui Zitao. At present, Master Meng is building a database of ceramic artists for Jianshui Zitao. In addition, recently, an international firewood burning creation camp was held in Langguichan Quietly Fired Base of Jianshui ceramist Xiao Chunkui. Internationally renowned ceramists such as Japanese, Korean, Qingdao, Henan and Taiwan Province provinces were invited to Jianshui to create, and two high-level lectures were held, which brought vitality to the development of Jianshui Zitao.