I went to Tokyo a few days ago. Compared with last time, the focus, cognition and feelings are completely different. Five years is enough to shape and change a person.
Originally, I paid more attention to Japan from a cultural perspective. I read “The Book of Folk Art” and “Chrysanthemum and the Sword”, and saw Kurosawa Akira and Ozu Anjiro. Observing and reflecting on oneself, there is still a little emotion.
Self-serve tea area at Idemitsu Art Museum
Everywhere you go, no matter whether it is an art gallery, an ancient art shop, a restaurant, a cafe, a shopping mall, or a collection of living types, no matter the size, most physical stores must have a brief or systematic card or promotional leaflet about themselves. , Art galleries and other places of literary and art business must also have recent exhibition brochures and sales catalogues, and they are by no means made at random. The level of photography and graphic design in Jingdezhen is simply outrageous. The depth of Japanese design concepts is like breathing usually.
Interior furnishings for different galleries and shops
After entering different stores, all the senses of the person will be mobilized, and enter the scene preset by the operator in the business, from temperature, odor, and lighting, to the placement level of the product, the price tag, and the line of visit. Not set exactly. We used to go to the same ancient art shop for two consecutive days. The first day was the last day of the exhibition and sale of a potter’s work. On the next day, all the furnishings were replaced, and the gas field was completely different. .
The famous Dutch Delft white dish
Japan Folk Art Museum introduction card and exhibition leaflet
Ancient Imari Blue and White Pig Mouth Cup
The meticulous level of service is unthinkable in Jingdezhen. The attitude is appropriate and the procedures are standardized. I don’t think it can be achieved by simple training. We went to a small shop specializing in thorn embroidery and blue dyeing according to the figure. It was not easy to find, but from the moment we entered the store, it was like Mu Chunfeng. The clerk was an American lady from Boston. Never show off knowledge, from shallow to deep. Although we are very good at English, we are also extremely patient. We also draw hand-drawn pictures to explain. We also introduce us to visit a special museum and attach a road map. The owner is an old Japanese lady. Forever There is a warm and enthusiastic smile, not much talking, but dignified and memorable. I think this is the normal state of their operation and service. The details of the operation are difficult to be normal.
I have to say that the gap between civilization and business is at least two generations.
The outdoor courtyard of Nezu Art Museum and the head of Tenryuyama Buddha
Good business operations, in addition to the product itself, its operation, services, and brand settings are more essential in today’s society.
Zhenrutang, as a production enterprise, essentially realizes output through its own products. The subsequent cultural promotion and accurate distribution were not valued in the early days of the company’s establishment. Most of them were introduced by friends and waited for customers to come. Beginning this year, in addition to stabilizing styles, expanding designs, updating categories, and continuously polishing products, external promotion and publicity will also be rolled out in full. Official websites, Weibo, public accounts, videos, books, folding, packaging, external advertising, etc. It is hoped that it can be gradually refined and systematic, so that the overall visual system can be improved.
[Polyester Dust Clear Rhyme] Jade Pot Spring [Bi Tao Chun Shen] Square Inlay [Zhuang Zhou Mengdie] General Can
[Cui Yu Jinping] Porcelain plate painting
[Di Chen Qingyun] Plum bottle [Feng Chuanhua] Kuikou Master Cup
Today’s young people do not accept a unified mind, so they also have different needs. In the process of growth, different types of circles have been formed because of individual differences. These circles seem clear but ambiguous. Because of the inability to understand and provide individual services, more and more ceramic workshops have narrowed their business scope because of lagging design, product type, or dependence on a single group of customers.
Due to the improvement in education, young people’s attitudes and cognitions about art and artwork must be very common, but how to turn this new generation into consumers in the ceramic industry is a long-term challenge that practitioners must face. Young people are not very interested in exploring and understanding the craftsmanship and historical background, and the connotation, values and presentation methods of ceramic brands have not really been in line with modern life. The product positioning of gift giving and identity identification is not rational consumption. It is difficult to plan for a long time. As a carrier of culture, ceramics itself has a huge connotation space to explore, but the way in which it is used is extremely critical. Obviously, times are changing.
[Zhuang Zhoumeng Butterfly] Plum Bottle
Because young people have strong self-awareness and want to be recognized by the outside world, they are more willing to share their views and experiences on social media, including not only their own experiences and hobbies, but also the products and services they have experienced. The borders below the line become blurred. Because of their clear self-awareness, they have their own perspectives and judgments. They do not blindly pursue luxury brands, but appreciate the brand values they recognize.
Linxi Wu sit
Look at Qingshan
High GDP , low birth rate living environment, so that the younger generation to enjoy much higher than other people’s resources at their disposal, they are very rich personality, but also the most multicultural, they genuinely pursue the real world, focusing on the real feelings, not gullible virtual Vision, they also want to get the most real information and products, and fixed rules become the first thing they want to break. In the concept of more and more young people, the items are not the more expensive the better, nor is it cost-effective. They are more concerned about the user labels behind the purchase decision.
They actually buy things in order to label themselves, and whoever they want to be, they will make a corresponding consumption decision.
[Garden Deep Durian Red] Porcelain Plate
[Bi Tao Chun Shen] General Can
[Green shade red makeup] Tea cake tin
The meaning behind these consumption decisions is multi-dimensional. It is necessary to show the attitudes and trends of life, and to make yourself look different. It is these factors that reshape the consumption pattern of this era. Young people post all kinds of posts, graphic and video statuses, video statuses, and share their lives. They prefer to deal directly with their favorite brands through social media, hoping that brands will provide them with a more perfect user experience to form a brand community.
Great spring outside the showroom
The concept of a community brand is to identify a consumer brand and immediately enter a cluster community with similar social cognition, aesthetic dimensions, and consumer concepts. The more audiences this community has, the stronger the vitality of the brand and the more likely it is Large (at the same time, the greater the exclusivity, of course, this can be avoided as much as possible). At the same time, the user not only has a good shopping experience, but also enjoys the thrill of planting and weeding. This gives the user more meaning of consumption. The consequences of gaining the favor of more young people, ignoring the effects of labels and community interaction will be extremely scary in the future business environment.
[Fu Gui Wu Shuang] Before and after firing
At the same time , excessive pragmatism is a major worry facing the ceramic industry in Jingdezhen at present. Because of market and media-oriented changes, markets that should have been diversified have become crowded and flooded for a single purpose. The relationship between life and art, in fact, still passively allows the market to choose the commodity trend. The producer is not very concerned about its spirituality and philosophical connotation, but is interested in how to present a superficial system and create an atmosphere.
Due to the strong involvement of e-commerce and micro-business, formal language and how to tap normal sales and explosions have become the focus of their daily thinking and thus affect the producers. More and more individual authors and workshops have referred Japan to the Japanese-style system. The products that have been produced for decades have been made completely. Although there will be a sales cycle naturally formed to fill the gaps in the market, the problem of drawing cats and tigers is also quickly emerging. At the same time, personal training and workshop planning are seriously lagging behind. Conversion rate works instead of building a brand culture. Products are either too convergent, or for marketing, strengthening or lowering the threshold of technology. The flatness of information makes people lose the opportunity to think and choose independently. The times are too fast, and sometimes it ’s not a good thing. .
[Four o’clock flowers and trees] One of the four screens
[青玉 文君] Cover bowl and pot bearing
[Four o’clock flowers and trees] Square inlays [Ruijing Qiushi] Plum bottle
Because Jingdezhen has been a product producer rather than a concept producer for a long time, the cultural perspective on matters has limited our perception and value judgment of ceramics. We should understand the significance of ceramics to contemporary society and life from a more comprehensive and profound level. And value, only in this way, Jingdezhen will have a real future.