Eye warming: New channels for old crafts to reshape interest chains

It is an interesting topic to change the supply chain by the electric business channel, after we have paid attention to the industrial commodity industry which has been formed under the line. Today, a lot of traditional crafts also with the rise of the electrical business change, the first is the warm. In the sunrise, sunset and the agricultural civilization era, ordinary people's food and clothing to live, basically rely on natural gifts, folk wisdom is embodied in the use of natural materials to make living utensils. Located in the northern Shandong Plain, the Yellow River estuary Boxing County, known as the Northland Jiangnan ", the folk spread the Golden Silk duck protein lotus root, Tao Dao Bumauga Reed Willow, fish and shrimp crab clam Everything has" such description. Here the dense wetland environment of the reed, rushes and other plants, the residents here from hundreds of years ago, the use of the plant's stems and leaves to prepare a variety of living utensils, bred a grass willow culture. Bay Head Village subordinate to Boxing County, due to the Great Lakes, water resources, rushes growth and flourishing, grass willow technology has been passed down. Early due to the small number of people, the younger generation are out of the way, but in recent years, with the grass willow products are more and more people's favorite, the villagers have boarded the E-commerce downwind. In the trend of young people to return to business, the head of the flagship store home Jiabe is one of the boss. As one of the country's 14 Taobao village, the Bay head village of this less than 5000 people in the village appeared more than 500 Taobao shop, the annual sales of more than 1 million of the more than 10, and as one of the leader, the annual sales in 2013 around 8 million. Straw weaving Crafts is a long history of manual technology, the earliest straw-weaving products found in the Hemudu site, from now more than 7,000 years of history. And to the Zhou Dynasty, there has been a professional grass workers, "people use rushes, Qi Liu and other natural plant materials to make baskets, baskets and other daily necessities." Straw-weaving is more of a handicraft than a piece of furniture. Different from the modern industrial civilization of standardized products, straw products from raw materials to the final product of the whole process of carbon-free ", can be said to be a real green home." Jiabe to the "World Network Business" reporter introduced the basic production process of straw-weaving products: mainly divided into harvesting, selection of materials, drying, fumigation, soaking, weaving, again drying seven links. The annual lunar August is the harvest season of the rushes, the harvested rushes to be dried and fumigated after nearly one months, and then stored up for standby after the water. Workers need to repeat the last three links for each artifact they weave. Therefore, the production cycle of straw-weaving products is longer, the best straw-weaving craftsmen in the village can only compile a 1.2-meter-long coffee table every day. The raw material rushes of straw-weaving is also very interesting, it grows in the deep water, therefore cannot carry on the artificial cultivation, the planting word cost will be very high, therefore we use rushes all is wild. Local people to rushes full of feelings, on the one hand rushes heart can be used as a vegetable to eat, on the other hand rushes is the main woven materials, flexible, breathable, durable. In the former Amoy Bao era, the Bay Head Village grass Willow products to foreign trade export-oriented, local workers can only earn the bottom of the supply chain profit. The turnaround took place in 2008After the Beijing Olympics, straw-weaving products were gradually discovered by domestic consumers, and with the spread of green and environmental protection concepts, the use of this natural pure handmade products is regarded as a positive attitude towards life. Supply chain growth market in pursuit of rapidly ignited the Bay head village of the enthusiasm of the villagers, they use the shortest time to learn how to open a shop on Taobao, trading, delivery, soon, Ding Dong "sound became the Bay Head village men and women familiar voice." While sharing the e-commerce dividend, the local grass willow industry also groped its way in the course of development. At present, the straw-weaving industry of the Bay Head village has formed a very complete industrial chain, has specialized harvesting, sells the raw material base of the rushes, has sells the grass Willow products Accessories store, has the daily to receive the Express mail the logistics company. Grass Willow industrialization Development not only makes local villagers from producers into sellers, and led to a large number of peripheral industry development, it can be said that the Bay head village everyone in the share of grass willow development dividend. To the eye for example, through the development of several years, Jiabe has built up belongs to the eye of the supply chain, we have raw materials processing workshop, raw materials warehouse, product warehouse, sales channels in the days of the cat. "But the village grass Willow Products Production mode is still not much change, here are family households, the order will be scattered to the hands of the knitting workers, they in accordance with the requirements of the design, material weaving, we will carry out a unified recovery." At present, a total of 400 Jiabe, hope can change the situation of this kind of family workshop, so that the knitting workers in the factory in the centralized weaving, so that the quality of the product is more assured, at the same time can let the knitting workers enjoy the labor security. Industrialization can allow more young people to pick up the old craft, the head of the work is almost 35 years old, the best is a few more than 60-year-old lady. Jiabe hope that the rise of grass willow industry can let young people find business opportunities, let the home of the craft passed down. Reshape the interest chain Jiabe began to realize that although the Bay Head village Grass Willow industry seems to be booming, but we basically do not have brand awareness, and product quality is not homogeneous, foreign customers come to the local purchase, can only rely on the eyesight to distinguish. This situation is also mapped to the line, want to stand out in hundreds of grass willow shops, I need to brand their own. So, Jiabe closed the original offline channel, in 2009 set up a target warm "brand, meaning for the eyes indifferent, warm heart, merged in the Cat." The decision, which seemed risky at the time, is now proving to be right. The benefits of branding is obvious, the eye of the accumulated reputation for it has brought a steady stream of potential consumer groups, although our products two repurchase rate is very low, but the effect of Word-of-mouth transmission is very good, many new customers are introduced to the old customers. Jiabe told reporters that this year to expand their product line, the plan to launch a few more high-end products: straw products, the current profit margin is not large, so I hope that from the design, editing and other aspects to enhance the value-added products, and then improve product prices. "But the purpose of Jiabe is not to giveIncrease their own income, but to improve the whole straw industry chain profit space, I have a complex of the hometown of straw-weaving products, I hope this trade can be passed down the craft. In the past, my grandmother spent a day making money, just enough to buy me fried dough sticks, this absolutely underestimated the value of the grass willow products. I hope to increase the income of the knitting workers. "There is more than Jiabe one person, grass willow industry has also been the attention of the local government, in view of the lack of product design talent situation, the government in the business and arts and crafts school matchmaking between the hope for this long history of the industry injected fresh blood." In Jiabe's view, the cultural value of grass willow products is greater than its use value, it is first handicraft, then the furniture. Modern people like it precisely because of its cultural values, if one day, grass willow products can be machine production, it will not taste.