Chen Siguang: Embed cultural values into the concept of gold jewelry brands

China Fortune News (TianTian) On December 17-18, the "First China (Putian) International Gold jewelry Culture Forum" was held in Putian City, Fujian Province.

At the domestic forum on the afternoon of the 18th, Chen Siguang, chairman of the Beijing Intangible Cultural Heritage Development Foundation, said that modern gold jewelry products have a lack of cultural value, which only reflects the value of precious metals, currency and part of the economic value, and does not reflect brand value, standard value, ideological value and cultural value. "The Chinese jewelry market is like a noble crown, and the most expensive diamond in the crown is taken away due to the lack of cultural value."

Chen Siguang, Chairman of the Beijing Intangible Cultural Heritage Development Foundation

He pointed out that for a product to bring about an increase in consumption, it needs to meet the three elements of product, situation and demand. "We used to focus only on the two elements of product and scenario, but not on the demand factor. We should put the demand first, and the demand elements include ideological value, cultural value, standard value and brand value. ”

China has a history of five thousand years and does not lack traditional culture, but today's Chinese jewelry brands lack the implantation of cultural elements, lack of ideas and design. Our jewelry industry is unable to highlight the brand values and cultural values that match international brands.

Chen Siguang believes that if Chinese jewelry brands want to enter the international stage, they must become aristocrats with taste and cultural value. Only by embedding cultural values into the brand's concept can we show the brilliance of China's local jewelry industry on the world stage.

In recent years, the in-depth promotion and increasingly active inheritance of intangible cultural heritage activities have made various cultural and creative designs pay more and more attention to drawing nutrition from traditional culture, and handicrafts rich in regional characteristics, national characteristics and modern atmosphere have become the favorite of consumers. For example, in the past two years, the development momentum of "ancient law gold" is very good.

Many gold jewelry companies have realized the importance of traditional culture to industries, industries and products. For example, Shenyang Cuihua Jewelry cooperates with the Forbidden City to draw nutrients from the architecture and cultural relics of the Forbidden City, which is in line with the fashion expression of contemporary people's aesthetics.