Batik Marketing Planning Paper

Batik Marketing Planning Paper I. Marketing Planning of Guizhou Batik According to the needs of different markets, different types of batik products, and different expectations of producers, we can make them "three points into one line". This is the market development planning of the research team "Solving the Difficulties of Inheritance and Protection of Guizhou Batik". (I) Different Demands for Batik Research on different demands for batik is actually doing "market segmentation" for Guizhou batik. The first type of market is the operators who use batik fabric as raw material for making clothes. From the current situation, this type of buyer market is not large. Most of them are small tailor shops that purchase goods through sales, or people who have bought batik fabric and come to tailor shops to have their clothes tailored. The second type of market is the direct consumers who buy batik finished products. They can be divided into three types of people with high, medium and low consumption levels. Some people can spend a high price to buy genuine silk batik clothing. Most of these people are women with medium income or above. The largest sales volume is the lower-priced batik T-shirts or batik jeans and other ordinary batik clothing. Some with high craftsmanship and very novel and exquisite patterns are also used as art wall hangings to decorate living rooms and hotels. From the marketing 80/20 rule, we can know that 20% of high consumers can provide 80% of the profits. These consumers will contribute to the expansion of the batik market. The third market is the families of Miao, Buyi, Dong, Shui, etc., who make batiks by themselves, consume them by themselves, and occasionally give them as gifts to relatives, friends or people outside the tribe. What they need is the "upstream" of batik production - downstream consumers of raw materials and batik fabrics. Since batik is limited to a small amount of consumption by ethnic minorities, the consumer targets are fabrics that have both general fabric usage functions and beautiful and distinctive personality, which should have a larger market share. (II) Different types of batik products are provided to different consumer markets. From the regional distribution of batik in Guizhou, the production and consumption of batiks by various ethnic groups in various places are mainly self-made batiks, consumed by themselves, and occasionally given as gifts to relatives and friends, without forming mass production and sales. Those who regard batik as a commodity are mainly concentrated in Anshun. In Guizhou, when people talk about batik, they are talking about "Anshun batik". Wang ××, a member of the research team, learned that there were dozens of batik factories and more than 100 stores selling batik products in Anshun when he led advertising college students to do "batik fabric marketing planning" for the stateowned Anshun Batik Factory in 1994. The situation is more prosperous now than before, but the state-owned batik factory no longer exists. The technicians and old workers of the factory have basically set up "their own" production factories or stores selling batik products. The first category of batik produced in Anshun is a very small number of authentic self-produced and self-sold folk art crafts; the second category is batik products and batik paintings produced by small factories and family workshops for the market; the third category is purely ornamental batik paintings made by very few artists, which are hung in the cultural supplies market in front of the Anshun Confucian Temple for exhibition and sales, or exhibited in the "two competitions and one meeting". These three states are extremely small at the "ends" and very large in the "middle". (III) Different batik producers have different expectations. The producers of Anshun batik at both ends do not aim at pure profit: the first category is working hard to make batik more beautiful and more practical; the third category is to make batik artworks more creative and create for the cause of art. The third category is the vast majority of producers and operators who are engaged in marketing. In the development of the industry, they each go their own way and make the money they want to make. This article focuses on the third category of batik producers and operators, and studies how they can inherit and protect Guizhou batik in production-oriented operations, and make good batik marketing plans for them. 1. Selection of materials The fabrics used for batik painting are generally white cloth woven by the people, and some are woven white cloth, cotton silk, poplin, silk, and denim. The main resist is yellow wax (i.e. beeswax), and sometimes it is mixed with white wax. In Huishui County, Guizhou, maple is also used as a resist. The dye used is indigo produced in Guizhou. Guizhou is rich in indigo grass, and indigo grass leaves are fermented in pits to become indigo. In Guizhou's rural markets, there are dyeing workshops that use indigo as a dye, and there are also people who buy indigo and dye it themselves in a dye vat. Batik cloth is made by applying wax, drawing, dyeing, dewaxing, and rinsing on the cloth. The tool used to draw the wax pattern is a homemade copper knife that is easy to keep warm. [7] Most of the batik production processes are manual. So far, Guizhou batik still cannot be replaced by mechanization or automation. 2. Towards modern times Since the reform and opening up, with the rediscovery and research of Guizhou's ethnic minority batik in various parts of the province, Guizhou folk art batik, which has always been regarded as a trivial skill by literati culture and not worthy of being in the halls of elegance, has gradually moved from mountains, valleys, and dams to the market and into the daily life of urban residents. Some have even entered the art halls of folk art, showing its broad application prospects. Wang Peng, from Anshun Miaoyi Batik Factory, walked out of the design studio of Anshun Batik Factory and went to university for further studies. For more than 20 years, he designed and created patterns by himself, taught people to use wax knives to dot wax, and dyed in the old dye vat in his home many times. In addition to using batik techniques to create many figure and landscape paintings that look like oil paintings and Chinese paintings, he also perfectly combined folk crafts, painting art, batik techniques and Chinese calligraphy to create batik calligraphy art that has obtained a national patent. This pioneering inheritance is inheritance in development, and it is a new path for the industrialization of batik in the batik cultural cause. The significance of Guizhou batik from the physical application of folk art to the enlightenment of modern innovation is not only to make the ancient weaving, dyeing and printing crafts that are on the verge of extinction rejuvenate, but also to provide an effective cultural strategy to eliminate the invasion of aggressive discourse hegemony centered on Western culture. 2. The application of modern marketing (I) Find the market demand point and produce batik that consumers like based on market demand. Targeting people with different spending power, producing batik products that can meet their needs can make the batik industry very large. First, make the batik of high-end fabrics more in line with the aesthetic needs of high-income people, and provide them with tailor-made raw materials; cooperate with Chinese and foreign clothing and apparel brand manufacturers to produce products such as "Goldlion Tie" and "Jeanswest Silk Shirt"; design special clothes for singers and film stars to perform on stage or walk on the red carpet, so that these people who stand at the forefront of the times can be advertising models for batik... (II) Expand the shining points of self-promotion and produce batik denim fabrics with mass consumption as the main focus. This kind of industry-based production does not have to worry about the variation of batik cultural undertakings. Cooperate with weaving factories in Jiangsu, Zhejiang, Guangdong, Shandong, Hubei, and Hebei to design "batik ice pattern" denim with computers. If the market is occupied by "batik ice pattern", Guizhou batik will definitely have a bright future. (III) Cultivate new consumer groups to meet the needs of the youth market, produce batik T-shirts of various fabrics, ranging from more than ten yuan a piece to hundreds of yuan a piece, from ordinary "batik ice pattern" to special "batik painting", from pure cotton thin shirts worn in hot weather to long-sleeved outerwear T-shirts for early winter warmth... Make products that can meet various needs. (IV) Give full play to the new capabilities of the industry. The batik industry association organizes member units to support the victims with batik products in kind. The tents are "batik ice pattern" tarpaulins, the cold-proof clothes are "batik ice pattern" quilt covers, and the raincoats, shoulder bags, hats, and folding chairs are all "batik ice pattern" fabric products. Using the TV news reports on the victims, taking this "car of embedded advertising" is free publicity. If Anshun can come up with a business fund, it will not be difficult to make the "batik ice pattern" appear in front of people all over the country and the world. (V) Add new attractions for tourists to open batik museums at all levels and in all regions. In particular, a museum that fully introduces the batik production process should be opened in the Huangguoshu Waterfall Scenic Area, and a batik production experience hall for tourists should be set up to allow tourists to have in-depth contact with batik. In Anshun, Pingba, Huangping, Rongjiang, Danzhai, Guiding, Kaiyang, Liuzhi, Nayong, Qianxi and other counties, museums of local batik will be built, and the batik business and the batik industry will be combined by combining tourism exhibitions and commodity sales. A colorful "Batik Ice Pattern" tourist guide advertising brochure printed uniformly throughout the province will be presented to tourists. (VI) Create a famous brand and obtain protection. Create a Guizhou batik brand and take the road of product optimization and sales. First, apply for patents and trademarks for high-end batik, and apply for "geographical indication product protection" to establish regional batik products, such as setting up an "Anshun Batik" geographical indication product protection application group like "Dafang Lacquerware" and "Yuping Xiaodi". (VII) Focus on promoting development through science and technology. Summarize and promote scholar-culture artists such as Chen Ningkang and Fu Mulan from the Batik Art Research Institute of Guizhou Normal University. Pay attention to batik inheritors such as Yang Jinxiu, and place the responsibility of carrying forward the past and ushering in the future on batik practitioners and innovators such as Wang Peng. Experts and professors from colleges and universities, and practitioners of old and new Guizhou batik art, combine to create batik works that dare to compete with the times, so that they can show Guizhou batik like the huge works of Guan Shanyue and Fu Baoshi presented in the Great Hall of the People in Beijing. (VIII) Policy escort for good sailing. The intellectual property protection of Guizhou batik should be taken seriously. Anshun batik has a long history, but the application for appearance patent and batik invention patent is still zero, and the awareness of intellectual property protection is weak, which affects innovation and development. The creator or producer should be marked on the product, and there should be evidence to prove the legal rights and interests, and apply for intellectual property protection. Apply for collective trademarks or trademarks of origin, through industry self-discipline and intellectual property protection, on the one hand, to ensure the quality of batik, on the other hand, to help build the Anshun batik brand.