Tianjin is the famous capital of Quyi, so it is also known as the hometown of Quyi. Its name is not only from colorful folk art programs, but also thanks to some rich folk crafts, including New Year pictures, wax people, sculptures and so on. Wood carving products are also one of them. But it is this idea that seeing woodcarving as a work of art or a luxury is easy to "trap" the market. Because, if you look at a product like this, it will be too singular, and there will be very few sales channels in the market.
The positioning is wrong, consumers reduce their desire to buy
At present, woodcarving products are still active in major stores, but such stores are rare, and their fingers can be clearly counted. Now consumers don't pay much attention to these goods. The understanding of wood carving is still not very certain. Most people buy wood carvings only for the collection of artistic decorations and hobbies. There are very few people who buy it as a practical commodity.
The reason is that from the perspective of most companies and dealers, the backward concept of consciousness is the main source, because from their own minds, wood carving products are only used for decoration, or sold as luxury goods to some wealthy entrepreneurs. For those ordinary people, companies and dealers just go with the situation, and even do not care, so that many small woodcarving merchants are forced to close the door due to the pressure of sales. At present, many woodcarving shops in Tianjin Ancient Culture Street stick their business cards to the door at most times, then lock the storefront and wait for consumers to come to buy them. This is equivalent to killing themselves, and in Jimei. In the home store, which is currently the largest store in Tianjin, there is only one woodcarving shop, which is mainly closed for a long time, which has caused the Tianjin woodcarving market to show a very sluggish phenomenon.
In fact, for consumers, they don’t know whether to buy wood carvings. The key lies in how companies and distributors encourage consumers to buy these things. Don’t think of wood carvings as a kind of art, they should look at image bed cabinets, table lamps and even The teddy bear goes to the publicity, letting the consumer know that the woodcarving is also perfect to dress the room's space very beautifully, so that consumers feel that the woodcarving is also a necessary product for the decorative space, so that consumers will have the heart to buy. The woodcarvings are used as collections or works of art. In this case, the company and the dealers themselves have reduced the space for business.
Successful experience, wood carving still has a market
After a long visit to the Tianjin woodcarving market, the reporter found that there are only a handful of woodcarvers. The “Dongyang Woodcarving†in the Dingfa Decoration City in Hongqiao District is one of them. The operator is from Zhejiang. It is known that Zhejiang Dongyang is the hometown of woodcarving. Some of the sculptors in the past have been doing carving work for personal reasons or other reasons. However, due to the pressure of life, they pushed their art to the market and obtained It was a success. Many artists there now have become well-known entrepreneurs.
As a Zhejiang person who runs the “Dongyang Woodcarving†in Tianjin, from his personal concept, the woodcarving products are used as a commodity for the public to understand. Instilling the woodcarving products in people’s minds is also in life and when decorating new houses. Or missing home products. So that the "Dongyang Woodcarving" has become bigger and bigger, it has become a woodcarving tycoon in this region. There is also the hand-carved wood carving of Wang Shuyuan, the “Wood Carving King†of Tianjin, which was also well-known in the Tianjin market. Before that, Wang Shuyuan’s woodcarving was only used as a gift to represent the mayor of Tianjin, some foreign cities that have cultural exchanges with Tianjin. As well as noble guests attending international events, entrepreneurs of cooperative companies investing heavily in Tianjin.
Although it seems to have entered the international market, it was still rarely known to ordinary consumers in Tianjin, which made it difficult for its factories to survive at the time. Now, with the help of multi-media and related people, many consumers understand The "Wood Carving King" and the crafts of his disciples also learned the preciousness of pure hand-made products. Now, Wang Shuyuan not only made the enterprise, but also received many of his disciples to inherit this technology. It can be seen that some ideas of correct sales will have unexpected effects, and from the experience of these successful people, it can be seen that there are still markets for woodcarving products.
Reason analysis, correct positioning, and expanding publicity
After all, success is a minority. The reporter learned from chat with some local woodcarving dealers that they were very bleak about the prospect of woodcarving. I think that the woodcarving products are only suitable for some wealthy entrepreneurs, and the products that are sold are some big Buddhas like the feudal superstitions, the god of wealth, etc., and these decorations can only be placed on the desk inside the enterprise, for ordinary people. The home decoration in life is simply dismissive, thinking that those needs are few, they do not pay attention to it, do not want to do it. We must know that entrepreneurs are not like the general public, their quantity is quite limited, so that the sales volume of products is bottomed out, and eventually they are eliminated in the competition in the woodcarving market.
In addition, from the perspective of the distribution of woodcarving market, there are very few operators in the hypermarket, and most of them are some foreign entrepreneurs or dealers. The local merchants are concentrated in Tianjin Ancient Culture Street. In the ancient culture street, the wood carving root art products have a lot of storefronts, but the scale is very small. Many of the main responsible persons in the store are not in the store, but are busy with other projects. The reason for this situation is mainly due to the pressure of profits. . Ancient Culture Street is a tourist attraction in Tianjin. Wood carving products can only be sold to non-local populations who come to travel. The sales can be imagined, so many companies or distributors are “not doing business†in order to maintain their livelihood.
In fact, there are many masters of sculpture in the ancient cultural street, and their products are quite distinctive, but they lack the concept of “selling themselves out and bringing goods to marketâ€. Recently, when reporters went to the ancient cultural street, many of the friends who made carvings left there, completely forced by their livelihoods, and looked very bleak. Such a market atmosphere is entirely caused by man-made. The downturn in the marketization of woodcarving products and the small propaganda are the main reasons for this. As a local merchant, it is entirely possible to push the woodcarving products to the market and market in accordance with the sales concept of Tianjin “Dongyang Woodcarvingâ€. The idea that wood carvings are just small sculptures and luxury goods is removed. Let consumers think that woodcarving products are the necessities of decorative space, let them understand the importance of woodcarving, which will bring benefits to enterprises, distributors and consumers, and will also open up more market channels for woodcarving market.
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