Enamel was once popularized in Chinese countries and became a necessary dowry
In China in the fifties and sixties of the last century, whether it was a prosperous city or a vast countryside, enamel products were almost a copy for everyone, and they were deeply loved by the people. At that time, enamel was known for its practicality, and an enamel vessel can be described as ever-changing.
During the day, it transforms into a large bowl for rice on the dining table; In the evening, it is transformed into a night pot, which is convenient for people to urinate before going to bed. Even kitchen basins are indispensable.
At the same time, these enamel products also have a certain aesthetic sense in appearance, painted red throughout, and the surface is carved with peony flowers, mandarin ducks and other patterns, which looks both atmospheric and dignified.
Therefore, many brides at that time would deliberately prepare a few pieces of enamel utensils in the dowry box and bring them into the wedding family. They believe that with these beautiful and practical enamel dowries, they can not only appear to be a good match in front of their fathers-in-law and mother-in-law, but also play a huge role in their lives, which is the so-called killing two birds with one stone.
At that time, the reason why enamel products were widely popular was precisely because it had the dual advantages of practicality and aesthetics. It can be used to hold rice and water, and can improve the quality of the bride's dowry, which was deeply loved by people at that time.
If it weren't for the rapid changes of the times, enamel products should continue to be popular in the world.
Time has passed, and enamel has gradually disappeared in China
With the passage of time, things have changed, and the enamel products that were once all the rage have gradually faded out of people's sight. With the development of modern industrial production, a large number of new daily necessities have appeared on the market, and a variety of commodities have a direct impact on the living space of enamel products.
For a time, this old-fashioned enamel ware is no longer in the past, and the speed at which it is eliminated by the new generation is unprecedented.
Many people began to lament that the single function of enamel products can no longer meet the current diversified life needs. It can only be used to hold water or rice, while toiletries, cutlery, containers, etc., rely on plastic or stainless steel to the greatest extent.
For today's modern people who pursue fashion and convenience, the charm of enamel products has long been gone. Even if these "old antiques" are given away for free, no one cares.
In this way, it disappeared in the eyes of people's "disgust".
Public opinion believes that the decline of enamel products is not only related to the single function, but also stems from the disadvantages of the product itself. For example, after long-term repeated use, the enamel layer is easy to fall off, rusty, and affect the appearance.
In contrast, plastic steel and stainless steel are more durable and easy to clean. It can be said that in this "survival competition" with the new generation of products, enamel has completely lost its advantage, and finally can only give up the market and withdraw from the historical stage.
The enamel factory was transformed to enter the foreign market
In the face of the shrinking domestic market, some old enamel factories realized that if they did not transform in time, the company would only step into decline. As a result, they have taken the initiative to seek a double breakthrough in product transformation and market transformation.
By bringing in designers and artists to "collaborate", these enamel factories are committed to "changing vests" for their products, giving them a new fashion and artistic atmosphere.
For example, the manufacturer will invite the painter to paint directly on the enamel products, adding various flora, fauna and traditional cultural elements to make the original simple pattern more detailed and vivid.
Others add innovation to the enamel color, no longer a single vermilion, but use large layered color blocks, which echo the lines outlined by the ink. When these "new products" that were originally unrecognizable are completed, they will be shipped overseas and begin to enter foreign markets, including Africa.
What enamel manufacturers never expected was that these "old wine in new bottles" products suddenly set off a climax of enthusiastic pursuit in African countries. The local people seem to have discovered a rare treasure and are full of admiration for these "new artworks" from China.
The enamel products that have been "eliminated" in China have successfully opened up a new international market through the efforts of daring to innovate and pioneer, allowing us to see the bright prospects of transformation and development.
Enamel has been "renamed" in Africa and has become a rare treasure
"This is simply a national treasure of China!" When a batch of enamel products for transformation and upgrading entered Africa, the first reaction of the locals was to praise it.
Enamel, which was originally used in daily life, suddenly has a noble status of "rare treasure" in the eyes of Africans. Wealthy African families even spared no expense to buy these "national treasures" from China, which is hard to find.
It is reported that the price of some of the top enamel artworks in Africa has soared to $60 each, equivalent to more than 300 yuan. For the average local population, this price can be said to be ridiculously high.
But such a sky-high price can't stop Africans from fanatically pursuing and cherishing enamel. Some wealthy families would even buy dozens of pieces of enamel and put them in their daughters' dowry boxes to boast of their wealth and taste.
In addition to the actual purchase action, Africans also "upgraded" the status of these Chinese enamel products in terms of language. They gave it a more elegant name, "enamel", which sounded very elegant and luxurious to Africans.
In such a brand-new country, enamel has been successfully transformed and achieved a counterattack turnaround. Not only in Africa, but also in Europe and the United States and other countries enamel has successfully turned around, worthy of the name of a high-profile artwork.
Enamel opens the international market and gives us inspiration
From the successful cases of enamel products to the international market, we can summarize the way to win, which also has important enlightenment significance for the export of China's traditional culture.
First of all, the key to the success of enamel products in the international market lies in the careful positioning change. Originally, its impression in China was only at the level of "daily necessities", but after it was transferred to Africa, it quickly rose to the high-end status of "art collection" through deliberate "packaging".
Similarly, many of China's traditional cultural relics do not have a high status in the country, but they can also gain international recognition if they are repositioned and packaged.
Secondly, another key to the success of enamel products is to realize the upgrade from a single practical function to an aesthetic cultural symbol. In the past, it was just enamel, and now it represents the design aesthetics and cultural heritage of China.
If our traditional culture can also be upgraded from function to symbol, then its international influence will be greatly enhanced.
Thirdly, the enamel case enlightens us that we should not completely give up on a certain traditional cultural product because of the shrinking of the domestic market. If you re-examine it with a pioneering and innovative lens, you may see great potential for transformation.
Looking at the present, in addition to enamel, many traditional Chinese crafts are also facing a shrinking domestic market, but this does not mean that they do not have international survival.
Finally, in the case of enamel, in order to promote more traditional culture to the international stage, relevant institutions should be set up at the national level to provide support and help. For example, you can set up an international packaging organization for traditional products, hire brand planning experts, and specifically "shape" the image of these cultural symbols, highlight their contemporary value and international perspective, and make them popular in the international market.
In short, the successful experience of enamel in opening up the international market will inspire more confidence in the return of traditional Chinese cultural symbols to the world stage.