A pot of purple pottery is a craftsman of Jianshui for three generations. You can see from Baidu that

Jianshui Zitao has a long history and unique craftsmanship. It ranks as the "Four Famous Pottery" in China along with Yixing Pottery in Jiangsu, Qinzhou Pottery in Guangxi and Rongchang Pottery in Sichuan. It is well-known at home and abroad, but it has been lonely for some time. In recent years, with the great attention of the State Committee, the State Government, the Jianshui County Party Committee and the county government, the Jianshui purple pottery industry has developed rapidly, forming a pattern of collective, private and individual (family workshops) production and operation modes developing together. In particular, the Seventh Plenary Session of the Seventh Session of the State Party Committee put forward a bright business card cultural brand of "making every effort to build the history and culture of the Red River for three millennia and four centuries". The Jianshui County Party Committee and the county government, with the goal of inheriting, protecting, developing and utilizing the cultural resources of Jianshui purple pottery and strengthening the purple pottery industry, decided to build Jianshui purple pottery into the "Tao Dou" of China, realize the integrated development of "producing city culture" and become the leading industry to promote regional economy, culture and tourism.

At present, Jianshui Zitao and related industries have reached an annual output value of 8 million yuan. However, with the rapid development of Jianshui Zitao, Xie Heng, president of Jianshui Zitao Research Association, believes that there are still many hidden concerns in the development of Jianshui Zitao and related industries.

Bottleneck of development under fame

In the late 199s, with the sudden emergence of Yunnan Pu 'er tea, making Yunnan tea in Jianshui purple pottery pot and preserving Pu 'er tea was sought after by many people. With the bright market prospect of Jianshui Zitao, some technicians from Jianshui Zitao State-owned Factory went out to start businesses, and the production of small workshops gradually resumed. Xie Heng introduced that there were only seven purple pottery enterprises in Jianshui in 24. As of November 214, there were 329 purple pottery enterprises registered in Jianshui, with more than 3, employees and annual sales income of more than 2 million yuan; Together with the output value of related industries, the annual output value of Jianshui Zitao industry exceeds 8 million yuan.

a number of private individual enterprises, such as Jianshui Taochaju Zitao Culture Communication Co., Ltd., Jianshui Beishan Tao Zhuang Cultural Industry Co., Ltd., Honghe Huobao Cultural Industry Co., Ltd., Jianshui Wanyao Xingren Building Materials Ceramics Factory, Shaokang Studio and Yuan Yingde Workshop, have grown and developed continuously, effectively expanding the production scale of Jianshui Zitao and enhancing its popularity. At the same time, a number of professional representative talents with high technical standards have gradually emerged, and a number of outstanding ceramic inheritors have been awarded the title of senior arts and crafts artists in Yunnan Province. In 28, the traditional production technology of Jianshui purple pottery was approved by the State Council as the second batch of national intangible cultural heritage, and purple pottery workshops such as Beishan Tao Zhuang were listed as the first batch of national intangible cultural heritage demonstration bases; In 21, Jianshui was named "Hometown of Famous Ceramics in China" by China National Light Industry Federation and China Arts and Crafts Association. In June 211, "Jianshui Zitao" became one of the national geographical indication certification trademarks representing Yunnan Province. Brand building and marketing have been promoted, and they have successively participated in the "Seventh China Central Investment and Trade Expo Geographical Indications Achievement Exhibition" and the "First China International Geographical Indications Products Expo", further expanding the popularity of Jianshui Zitao; Trademarks registered by many enterprises such as Huobao, Beishan and Taochaju have become famous trademarks and well-known trademarks in Yunnan Province and Honghe Prefecture. At present, there are 222,52 applications for using the special logo of Jianshui Zitao and 74 applications for engraving the seal of Jianshui Zitao, and the brand influence of Jianshui Zitao is increasing day by day.

However, the person in charge of Jianshui County Cultural Industry Office said that in the rapid development, Jianshui Zitao still has a "bottleneck" that needs to be broken. For a long time, Jianshui purple pottery has followed the historical tradition, forming a development pattern with daily-use pottery as the mainstay and art pottery as the supplement. With the continuous development of pottery industry and handicraft industry, Jianshui purple pottery has some limitations in traditional crafts, aesthetics and creation, and its development thinking needs to be broken through. The market saturation of low-end daily-use pottery and art pottery is high, and there is a lack of high-end art pottery with high aesthetic value and cultural value. The decoration and creation of pottery products are mainly celebrity calligraphy and painting, and the competitive advantage of differences is not tapped enough, and the form and connotation need to be innovated.

At present, the quality of all kinds of purple pottery products in the market is not uniform and mixed, and there is a lack of authoritative and unified product standards, which is not conducive to the brand building and maintenance of Jianshui Purple Pottery, a national geographical symbol product. The standard of Jianshui Zitao industry needs to be improved, and the policies and terms related to industry operation and market construction need to be formulated.

At present, Jianshui Zitao industry is small in scale, with less output value, and its industrial advantages have not been fully exerted. The rapid development of modern industrial daily necessities has had a great impact on the purple pottery industry, with the market space gradually shrinking and the production level and management level being low. The linkage between purple pottery industry and other related industries is not high, and the characteristic landscape represented by ancient wells, ancient pagodas and ancient bridges has a low degree of integration with purple pottery technology and products, and the characteristics of urban sculpture sketches, ground paving, advertising signs, street lamps and stools are not clear enough; The integration and development with national culture and cultural tourism needs to be deepened.

Jianshui purple pottery is dominated by daily-use pottery and artistic pottery, lacking attention and creation of high-end artworks. The level of pottery is relatively single. The existing products have not yet entered the investment and consumption market of high-end artworks, and there is a lack of purple pottery handicrafts with high artistic, cultural and economic values. The development of finished products is limited to some extent, and the high-end market needs to be actively cultivated. There is a lack of a comprehensive publicity and promotion platform for large-scale purple pottery industry, which integrates clay resources storage, craft display, art exhibition, trade transaction, exhibition promotion, etc. High-end purple pottery art and famous works auction institutions need to be established.

These problems are all existing in the current development of Jianshui Zitao industry.

how to break through the bottleneck of development

as the chairman of Jianshui purple pottery research society, Xie Heng has been devoted to the research and promotion of Jianshui purple pottery culture history and the cultivation and development of Jianshui purple pottery cultural industry since he initiated the establishment of Jianshui purple pottery research society in 24, and is an important promoter of the development of contemporary Jianshui purple pottery cultural industry. He has his own profound and unique views on the problems and constraints existing in Jianshui purple pottery industry.

Xie Heng believes that the purple pottery cultural industry in Jianshui must be supported by a strong industrial cluster if it is to be strong and big. Looking at other famous ceramic producing areas in China, there is a strong industrial cluster to support them. Taking Yixing Zisha as an example, the annual output value of traditional Zisha industry in Yixing City is only about 1 billion yuan, but the output value of industries related to Zisha has reached nearly 1 billion yuan. Liling, Hunan, as the birthplace of China's ceramic underglaze color technology, is also a famous porcelain capital in China. The annual output value of the traditional ceramic industry is less than 1 billion yuan, while the annual output value of the ceramic-related industries has reached 12 billion yuan. Therefore, in order to strengthen and expand Jianshui purple pottery industry, it is necessary to establish a strong related industrial cluster.

in order to build a powerful industrial cluster related to Jianshui Zitao, on the basis of many policies issued by provincial, state and county party committees and governments to promote the development of Jianshui Zitao industry, the government and enterprises should also find their own positions and find the similarities between the two sides. The government should formulate more support policies for the purple pottery industry, and enterprises should study how to make good use of the government's support policies, so as to realize benign interaction and circulation and promote the development of Jianshui purple pottery industry.

as the relevant person in charge of Jianshui County Cultural Products Office said, there is a "bottleneck" constraint in Jianshui purple pottery industry at present. From a macro perspective, specifically, it is necessary to solve the following problems and make a breakthrough in order to truly strengthen and expand Jianshui purple pottery industry.

At present, there are Zitao Research Association, Zitao Association and Zitao Industry Development Office in Jianshui County. Research societies and associations are trade organizations and mass organizations, while Zitao Office is a government department. Due to well-known reasons, there is a phenomenon of unclear division of labor and multi-head management among the three organizations and departments, which increases "internal friction". Therefore, the organization and management institutions of Jianshui Zitao industry need to be readjusted, and the organization and management institutions of Jianshui Zitao industry and the management system of trade associations need to be straightened out.

At the same time, establish a professional and long-term development plan for Jianshui Zitao. Jianshui purple pottery industry development plan has also been issued, but these are not from a professional point of view. Without professional long-term development planning, it is possible to take detours, which is not conducive to the rapid and healthy development of purple pottery industry. At present, the state and county governments have entrusted professional organizations to do the development planning of Jianshui Zitao industry, and this problem is being solved.

Rongchang, Sichuan and Qinzhou, Guangxi are both cities with ceramics as their main industries, and the industry management departments of these cities have a large amount of support funds from the government every year. In participating in some major competitions and exhibitions at home and abroad, industry associations or management institutions in these counties and cities rented booths in batches with government support funds, and then distributed them to local artists for exhibition. However, due to the lack of funds, Jianshui Zitao can only be exhibited by several Zitao artists sharing a booth, and there are more Zitao artists who have not participated in the evaluation or participated in the exhibition because of booth fees, travel expenses and other reasons. Without the opportunity to participate in the evaluation and exhibition, how can Jianshui Zitao have greater development? How can high-end products be produced? Therefore, the government needs some specific support measures.

it is not only the business of Jianshui county and purple pottery practitioners to strengthen and expand Jianshui purple pottery industry. The State Party Committee and the State Government put forward a beautiful business card cultural brand of "making every effort to build the history and culture of the Red River for three millennia and four centuries", among which Jianshui Zitao is listed, and the Yunnan Provincial Party Committee and the provincial government also intend to make Jianshui Zitao another world-class cultural card after Pu 'er tea in Yunnan. From these policies, it can be understood that the development and expansion of Jianshui purple pottery industry is a matter of overall consideration at the level of the whole state or even the whole province. It can no longer be narrowly considered that the development of Jianshui purple pottery industry is a matter of Jianshui County. Only by considering the development of Jianshui purple pottery industry at the level and height of Quanzhou and the whole province can Jianshui purple pottery industry realize the goals and requirements put forward by provincial and state party committees and governments as soon as possible.

to strengthen and expand Jianshui purple pottery industry, it is necessary to strengthen the training of talents. "There are three levels of talent training here." Xie Heng said that one aspect is the cultivation of skilled workers in Zitao industry, which needs to be carried out jointly with vocational middle schools, technical secondary schools and universities to provide a large number of junior skilled workers for Zitao industry. The second is to strengthen the contact and cooperation with the provincial ceramic association, and actively carry out the declaration of Jianshui Zitao national master. "In May this year, we cooperated with the Provincial Ceramics Association to complete the selection of' Yunnan Ceramic Master' in Jianshui Zitao Industry." Xie Heng said that Jianshui Zitao is well-known in China, but up to now, there is no national master. Without a national master, it will be very difficult for Jianshui Zitao to become stronger and bigger. The third is to train special research and promotion personnel of Jianshui Zitao. Compared with the famous pottery and porcelain in other parts of China, the research on Jianshui purple pottery is very backward, and there is no relevant monograph. Of course, this is caused by some objective reasons. First, Jianshui is located in a remote place with relatively few researchers, and second, the separation of production and research is caused by historical reasons. At first, people who make pottery did not have the ability and level to write books and monographs, while those who have the ability to write books and monographs could not make pottery. Whether the government can consider publishing a monograph on Jianshui Zitao by public bidding.

"Only by breaking through these constraints can Jianshui Zitao grow healthily into an industry with an output value of 1 billion yuan." Xie Heng finally said.

Make efforts to make the bureau stronger and bigger * * *

At the end of September this year, the 11th consecutive Jianshui Confucius Culture Festival was renamed "Jianshui Confucius Culture Festival and Zitao Culture Tourism Festival". On September 26th, Jianshui Zitao Street, the first commercial street with the theme of Zitao culture in Jianshui, began to open. This is a characteristic tourist pedestrian street focusing on the sales and display of Zitao, leisure experience and holiday sightseeing, which makes up for the blank that there is no exhibition street of Zitao works in Jianshui. At the street opening ceremony, a torch relay ceremony symbolizing the endless succession of Zitao kiln fires was held. This can be said to be another "force" of Jianshui Zitao.

Yang Weiwen, Minister of Propaganda Department of Jianshui County Committee, said in an interview with the media that how to get Jianshui Zitao out of Jianshui, out of Yunnan, and even out of the country is a problem that Jianshui County Committee and county government have been thinking about and paying attention to. In fact, over the years, Jianshui Zitao's output and reputation are not as good as Yixing Zitao's, but with the government's attention and decision-making, it has gradually gone abroad and become known. The first is to build Jianshui Zitao brand. Jianshui Zitao has successfully applied for the certification of geographical indications in China, and is currently applying for the recognition of well-known trademarks in China, so as to promote the outward development of the whole Zitao industry through brand promotion. The second is the establishment of Zitao Association. Organize to participate in various exhibitions and organize pottery masters to communicate with various pottery holy places, breaking the pattern of behind closed doors and enjoying oneself. Third, with the help of the platform of foreign cultural exchange in Honghe Prefecture, together with the characteristics of the Red River such as terraced fields and ethnic songs and dances, we will go out of the provincial boundaries and go abroad. In recent years, we have completed a trip to Taiwan Province, a trip to Japan and a trip to France. Fourth, combine with Yunnan tea to promote Yunnan wares. Make Pu 'er tea and Jianshui pottery into a practical and intimate partner combination, and constantly promote Jianshui purple pottery. Fifth, Jianshui purple pottery not only has tea ware, but also other traditional life pottery, such as gas pot. To a great extent, this has created a new way for the promotion of Jianshui Zitao. Food is the most important thing for the people. The application of Jianshui Zitao in food culture also makes people know more about Jianshui Zitao and its use.

At the same time, relying on Jianshui Zitao Association, ceramic experts and masters of arts and crafts are invited to Jianshui for exchange and guidance. Taiwan Province Ceramic Masters Group has been organized to give lectures and show ceramic-making skills in Jianshui. Meng Shufeng, a national master of arts and crafts and a ceramic expert, has been invited to Jianshui for many times to help the development of Jianshui Zitao. At present, Master Meng is building a database of ceramic artists for Jianshui Zitao. In addition, recently, an international firewood burning creation camp was held at Jianshui ceramist Xiao Chunkui's Langgui Zen Quietly Firewood Burning Base, and internationally renowned ceramists from Japan, South Korea, Qingdao, Henan and Taiwan Province were invited to Jianshui to create, and two high-level lectures were held, which brought vitality to the development of Jianshui purple pottery.