China Minhou Craft Industry,Drive Regional Development

Minhou is the country’s largest home decorative crafts production and export base, affected by the epidemic, exports are blocked. Minhou County, through the joint efforts of government and enterprises to help enterprises to domestic sales, on the “live”, extending the industrial chain.

A few days ago, an online live made Minhou’s crafts export enterprises once again feel the huge potential of the domestic market. The live event promoted the sale of home decorative crafts, root carving, off the lacquer ware and other Minhou special crafts, attracting more than 55,000 people to watch online.

Minhou is the largest home decoration crafts production processing and export base in China, the industry has become one of the county’s six pillar industries. After more than 40 years of development, Minhou has more than 660 craft enterprises, more than 350 have the right to export, spread across 14 towns (streets), with an annual turnover of more than 1 billion dollars. Among them, 98% are exported to Europe, America, the Middle East and so on.

Affected by the COVID-19 epidemic, Minhou production of home decorative handicrafts exports hit a snag, many enterprises have developed a strategy to switch to domestic sales.

Turning to domestic sales, China Minhou craft industry has its own advantages: the leading domestic crafts and industrial clusters.

A long history, coupled with dealing with the European and American markets , European and American standards for a long time, its process technology and quality control has been quite standard. From the point of view of enterprise competitiveness, Minxing, Changchunteng, Minquan, Hongbo and other more than 30 strong, large scale leading backbone enterprises are a high level of R & D team.

“Look, this is our domestic sales of ‘atomic bomb’ level products, high-end customization, will never rust.” In the domestic sales showroom of Minxing Woven Products Co., Ltd, Zheng Zhenjiang, manager of the domestic department, introduces a new product to visitors: a 2.1-meter-high, cylindrical iron wine cabinet. In addition, the company also responds to domestic trends, research and development of home furnishings suitable for webcast decoration, as well as a variety of “new Chinese” vintage products.

Minxing is the world’s largest enterprise in the home decoration crafts industry. For the domestic market, the company has created its own research and development, specifically for domestic sales of the brand Medick Home, but also in the factory opened a 800-square-meter display center for domestic sales.

To do well in domestic sales, offline sales are far from enough. But for local craft export enterprises, e-commerce channels are still relatively rusty.

As for the live broadcast, it is the combined efforts of the government and enterprises to promote the crafts industry to the e-commerce platform.

Minxing is also currently trying to broaden the network sales channels, has been stationed in a number of online sales platform, striving to expand the domestic market in China.

Minhou home decoration crafts export a wide range of types, each enterprise according to the professional division of labor has its own focus, according to the distributed consumption, niche consumption market segmentation, the formation of a full matrix of industrial clustering effect. At present, the industry into the online has been somewhat effective, many enterprises have been on the Tik Tok, Tmall and other platforms, expanding sales channels further .

Minhou County is for the export to domestic sales of handicraft processing enterprises to take relevant support measures to promote sales innovation, the future will also integrate the county’s product resources, continue to increase the efforts of government-enterprise cooperation to help enterprises open up the market.

It is reported that Minhou County is actively helping industrial transformation and development through the construction of special towns and rural revitalization. For example, Minhou Haishi Fashion Residence Arts Town has been selected as the second batch of characteristic town creation list in Fujian Province. In the future, it will focus on fashion home furnishing industry cluster and residence arts culture experience tourism to build a town with obvious characteristics of residence arts industry, unique local culture and beautiful ecological environment for creation, living and travel. At the same time, it also allows the crafts processing industry to extend to cultural and creative tourism.

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