In 2023, Dehua County will conscientiously implement the spirit of General Secretary Xi Jinping's important instructions to Dehua that "exquisite porcelain is made, put out, and passed on", and under the careful guidance of the province and city, it will establish a headquarters for building a ceramic 100 billion industrial cluster, implement a regular scheduling mechanism, and actively serve and integrate into the new development pattern.
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This Hongyi Heart Sutra Cup, is Fujian Province Arts and Crafts Master Xu Jianyong Hongyi Heart Sutra embedded in the cup body to create, on the market for 4 years, sales of more than 200,000, a cup of output value of more than 70 million. This is the result of Dehua's vigorous promotion of "Master lP+" activities in recent years. Through the empowerment of masters and brands, it has injected new vitality into the development of Dehua ceramic industry.
Fujian Province Arts and Crafts Master Xu Jianyong
The reaction in the market has so far been very popular. Although many people on the market are now imitating the Heart Sutra Cup, nine pieces and nine free shipping, but my brand is here, my quality is here, and I still insist on my brand, cultural and creative.
This year, Xu Jianyong created a series of cultural and creative products with the theme of pandas, which won the favor of the market.
Fujian Province Arts and Crafts Master Xu Jianyong
How do we continue to push this product up and go to a higher level, which is the "master lP+" advocated by the county party committee and county government of Dehua now, brand + quality, that is, to be recognizable. For example, the cultural and creative work I have done in the past few years has its cultural attributes, and I will add a lot of our excellent traditional Chinese culture in terms of design.
In order to dig deeper into the connotation of ceramic culture, Dehua has created a model of "master IP + cultural creativity, product and industry", which has effectively enhanced the added value of products, enhanced product recognition, greatly tapped the potential of masters, and at the same time, integrated ceramic art into daily life, so that life ceramics have artistic characteristics. This model not only reflects the artistic talent and creativity of the masters, but also integrates modern design concepts and cultural elements, injecting new vitality into the development of Dehua ceramic industry.
In view of the problems such as the lack of brand sound and insufficient publicity and driving effect, Dehua adheres to precise scheduling, starts the implementation of the "Dehua White Porcelain" brand promotion plan, and comprehensively promotes the application of the "World Ceramic Capital Dehua" city brand, "China White Dehua Porcelain" industrial brand, and "Dehua Kiln" LOGO, and is selected as the "three products" strategic demonstration city of the consumer goods industry of the Ministry of Industry and Information Technology, and is included in the first batch of pilots of the national regional (city) industrial business card building plan as the only county in the province.
With a brand, there must be a stage for display and open the window of the market. The "Love Ceramics" platform came into being. The platform is committed to using digital technology to empower the transformation and development of China's ceramic industry, using advanced technologies such as blockchain and AI to build an industrial operation platform with whole industry chain transactions, whole process credibility, all-round customization and omni-channel operation, and promoting the ceramic industry and culture to become stronger and more beautiful with the help of the Internet.
Tu Rongbiao, general manager of the "Love Ceramics" platform
We now have more than 3,000 settled enterprises, and more than 100,000 online products, through offline experience, online purchase, aggregation of Dehua high-quality factory products, to carry out one-stop marketing promotion.
In view of the lack of energy level of the marketing platform, Dehua identified the scheduling incision, promoted the construction of the International Porcelain Art City with a total investment of 1.7 billion yuan, and supported the construction of the Convention and Exhibition Center and other projects; At the same time, it promotes the construction of China Tea Set City with a total investment of 1.4 billion yuan, and has settled in more than 480 tea set production and marketing enterprises, which is currently the largest tea set product distribution center in the country; In addition, the construction of an e-commerce logistics park with a total investment of 2.8 billion yuan will be promoted, and the occupancy rate of the first phase of the enterprise will reach 100%, which will be included in the cultivation object of the provincial logistics park, and the retail sales of Dehua network will exceed 20 billion yuan in 2023.
In view of the lack of cultivation in the domestic market, Dehua has held many scheduling meetings to promote, specially set up 10 integration groups such as flowers, wine, tea, business gifts and tableware, and held special activities such as He Chaozong Cup Industrial Design Competition, High-end Wine Ware Creative Design Competition, and Tea Ware Exhibition, so as to continuously expand the "ceramics +" industrial ecosystem and better meet the needs of the domestic market by deepening the reform of the ceramic supply side.
In 2023, the scale of Dehua ceramic industry cluster will reach 57.7 billion yuan, an increase of 14.9%, and it will be successfully selected as a national characteristic industrial cluster for small and medium-sized enterprises.