Ten years of tempering, Zhangye Cup shop on the road of national textile design (4)

[Approximately ten years ago, when a large number of domestic designers were concentrated in the fields of textiles, clothing, fabrics, etc., the emergence of the "Zhangyi Cup·China International Home Textile Product Design Competition" began to cause domestic textile companies, home textile designers and the community. Emphasis on the design of home textile products. For the first time, the Zhangye Cup Competition introduced the concept of “national home textile product design”. It emerged as a strong team for the future home textile industry to train a large number of outstanding designers, to enhance the quality of home textile products, and to build a home textile brand. pen. 】

From the rich category to the advocacy boutique, the organizing committee once again adjusted the strategic goals of the competition in the period of the Zhangye Cup becoming more stable. During this period, the focus of the competition was mainly on improving the market application value of the entries, and strived to promote the popularity and influence of the competition in the home textile market at home and abroad. During this period, the number of participating companies was relatively stable at around 80 each year, about 40 art schools, and 4,000 entries (sets). The foreign entries were kept in 8 countries and regions, and the entries were kept at 70 (sets).

Highlight 1: Adjusting the strategic goal to guide the boutique

Highlight 2: Enhance the market application value of the entries

Highlight 3: Expanding the influence of the competition at home and abroad

Highlight 4: The competition enters the era of "Internet +"

Strategic adjustment: making quality and guiding

In 2013, the organizing committee once again adjusted the overall development ideas of the competition, from the original industry strategy of making scale and image to the goal of marketing and application oriented.

China's textile brand-name enterprises pay more attention to highlighting corporate characteristics, challenging boutique design and promoting oriented home textile products to the market. For example, Fu Anna highlights the concept of art design in the entries; the Emperor uses the small machine embroidery process to design the distinctive “Emperor Embroidery”; Menglan uses the new technology and new materials to highlight the concept of green home textile; Walter pays attention to the design, quality and price. Meet the needs of the European market. During this period, a large number of excellent boutique design and guided design emerged with a variety of colors.

Market value: the design of the competition is popular "enter the market"

The entries for Zhangye Cup are originally designed. According to statistics, about 60% of the entries have been put on the market in batches and sold well. After Yunlong’s entry “Bird of Paradise” won the gold medal in the competition, it was immediately bought out by a French company, and the work was displayed as a theme sample at the Frankfurt Home Textiles Exhibition. The project “Blue and White Porcelain” won the gold medal in the competition and was on the market. It was very popular, and it was in short supply. After the gold medal of "The Dream of the Waters", the price of the contest was raised from 260 yuan to 860 yuan. The design of Walter was recognized by the industry in the competition, and finally in the European and American markets. It was favored and the price was high; Violet's award-winning work Ye Ye was selected by Martha in 2013 and has been sold online worldwide. After the contest, the outstanding works will be held in Haimen Dieshiqiao Market and Tongzhou Zhihao Market for a one-year exhibition display, introducing new ideas and new designs of outstanding works of the contest to domestic foreign trade buyers, effectively promoting the design to productivity. Transforming, turning the work into a product, expands the market effect of the entry.

Sino-Western exchanges: Chinese elements "Dongfeng West gradually"

In addition to holding the results of the event promotion competition at the domestic textile fairs in Guangzhou and Shanghai, the organizing committee also used the advantageous resources of the China National Textile Association to introduce Zhangye Cup to the Frankfurt exhibition several times to expand the promotion and social influence of the competition. At this stage, there are about seven or eight countries and regions participating in the competition each year, which gives Chinese textile companies and designers the opportunity to exchange and dialogue with international counterparts. Different design concepts, Chinese elements and international popular elements collide here. It promoted the mutual penetration and integration of Chinese and Western design art elements, and formed the general trend of the contemporary "East Winds Westward" and "Westerly Winds". For example, Korean contestants designed the logo into a Chinese-inspired “Phoenix”, while the entries from Chinese fabric companies designed the fabric to have an internationally popular element – ​​the stitching pattern. There is no kingdom in artistic language. In terms of design, lines, blocks and colors form a bridge for designers. This should be an important contribution of the Zhangye Cup home textile design competition.

"Internet +": Zhangye Cup Contest climbed to a higher platform

The "Internet +" era has provided a higher and greater platform for the development of China's textile brand, and also provided a new stage for the Zhangye Cup contest. The fast information of the Internet has brought consumers a more direct "experience", personalized and special. The differentiated design features are more challenging, and the ecological, healthy and environmentally-friendly intelligent functional products are more in line with the "Internet +" requirements. In 2015, the Zhangye Cup Contest will cooperate with Taobao. The winning works will be launched directly on Taobao.com, accepting the “likes” of consumers and making the Zhangye Cup contest more grounded.

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