Accelerate the transformation of Zhenping jade carving industry to jade culture industry.

Zhenping county Municipal People's Government

International Yucheng

White crystal work "Guanyin with a Thousand Hands"

Zhenping county, located in the southwest of Henan Province, has a long history and profound cultural background. Now, the territory is Lu, which was established in Han, Nie Yang and An. In the third year of mourning in Jin Dynasty (AD 1226), it was renamed zhenping county, and the famous poet Yuan Haowen was the first county magistrate. This is the hometown of a generation of famous Peng Xuefeng. Zhenping county has successively won the honorary titles of "China Jewelry and Jade Jewelry Characteristic Industrial Base", "China Jade Carving Hometown", "National Cultural Industry Demonstration Base", "Henan Cultural Reform and Development Experimental Zone" and "Henan Cultural Industry Demonstration Park". In 2008, the jade carving in Zhenping was listed in the national intangible cultural heritage protection list, 20 10, and the jade carving in Zhenping was awarded "China".

First, planning and integration to promote breakthroughs.

In 2006, after China Jewelry and Jade Jewelry Industry Association identified Zhenping, Henan Province as a characteristic industrial base, Zhenping attached great importance to this gold-lettered signboard. In the past six years, Zhenping County Party Committee and government have always regarded the construction of industrial base as a rare opportunity, a core task and a specific starting point for promoting jade culture and expanding jade industry, put it in a prominent position, integrated work forces, implemented key breakthroughs, and done a lot of basic work.

The first is high starting point planning. Coordinate the construction of industrial base and jade culture experimental zone, hire Peking University Cultural Industry Research Institute to make overall planning, determine the development orientation of building "Jade Capital of China", the overall layout of "six points and one heart" and the idea of "creativity leading, industrial support, project driving and cultural injection", and start the industrial core area of 5 square kilometers ahead of schedule.

The second is to implement project-driven. Planning and packaging starts with the combination of culture and industry, involving 70 key projects in five categories, including infrastructure construction, cultural service system construction, industrial coordination and integration, jade culture theme tourism and brand system construction, with an estimated investment of 654.38+0.2 billion yuan. Among them, the International Jade City, which is based on jade culture exhibition and dissemination, jade carving sales and tourist shopping park, has a total investment of 3 billion yuan and covers an area of 1.300 mu. The whole building is in the Ming and Qing dynasties style, with a phase of 40,000 square meters. It has been opened and has been rated as a 4A-level tourist attraction. Jade Carving Master Creative Park, planned and designed by Jiangsu Ancient Architecture Design Institute according to Jiangnan Garden Style and 4A-level scenic spot standard, covers a total area of 600 mu, and is a classic cultural landscape project integrating master creativity, processing, exhibition and sales, and exchange and discussion. At present, the demonstration workshop and jade cultural exchange center have been basically completed. Tianxia Jade Garden is a project planned and implemented by us to expand the source of jade materials. It was planned and designed by Tsinghua University, with the imitation of Han Dynasty architectural style and jade garden as the basic orientation. At present, there are 10 business colleges such as Emerald Garden, Duyu Garden, Jasper Garden and Hetian Jade Garden. China Jade Culture Museum is a relocation and expansion project started according to the needs of experimental area construction, which was designed by Tongji University. The overall shape is "jade among jade", and the main building presents a state of "jade and stone". The interior space fully draws lessons from the space concept of China gardens, which is the main window to carry forward the light of Chinese jade culture and show the charm of the hometown of jade carving in China. Jade Carving Bay Trade City, which organically integrates architectural art and cultural connotation, and integrates traditional elements such as stone modeling, is an urban complex integrating jade culture display, commerce and trade, writing office, finance and insurance, catering and leisure, culture and entertainment, tourism and shopping, with a total investment of 654.38+08 billion yuan. In addition, projects such as Zhongyuan Stone Carving City, Jade Carving Vocational College, Jade Carving Industrial Park, Jade Culture Comprehensive Service Center and Shifosi Ancient Town are also progressing in an orderly manner.

Interior of China jade carving master Creative Park

The third is to strengthen cultural injection and publicity. County Gemstone Association and Jade Culture Research Association were established, and the jade carving culture in Zhenping was deeply excavated and sorted out. In the upgrading of jade carving skills and jade carving technology, the injection of culture has been strengthened. In the creation of jade carving, we pay attention to the combination of Chinese and western culture, ancient and modern culture, national culture, Buddhist culture and Taoist culture, forming a unique artistic style of combining North and South, compatibility between China and foreign countries and diversity. A number of outstanding works have emerged, winning numerous awards in national competitions, highlighting Zhenping. Edited and published monographs such as Jade Carving in Zhenping and Millennium of Jade Country. Cooperate with China Jewelry and Jade Jewelry Industry Association to hold a jade culture summit forum to popularize advanced creative ideas and processing techniques. The magazine Zhenping Jade Culture was founded, and the website of China Jade Capital was established. The jade culture film "Stone Buddha Town" was jointly filmed, and the TV series "Jingwei Tiandi" premiered on CCTV. In cooperation with CCTV's "China Ancient Town", "Fashion" and Dahe Daily's "Heavy Henan", he published several special reports on Zhenping jade culture.

Fourth, pay attention to brand building. Through the implementation of brand-driven strategy, we have cultivated famous brands such as Jade God, Shengwu, Kaiyuan, Awakening Stone, Sanfu, Jade Soul, Boao and Bohan. In the aspect of cultivating famous teachers' brands, the introduction and training plan of jade culture talents has been specially formulated, and the jade culture talent pool has been established, and classified management has been implemented. Relying on the county Gongmei School and 18 short training class, the average annual training of junior and intermediate talents 1000 people. Jade carving creation stars are selected once every two years, and a total of 150 jade carving creation stars are selected. Most of them have become the backbone and leading figures supporting the jade carving industry in Zhenping. Organize jade carving practitioners to participate in various academic seminars and fine exhibition activities, and guide the declaration of senior titles such as arts and crafts masters and jade carving masters. At present, there are 2 folk art masters named by UNESCO, national artists 1 person, jade carving masters 15 person, 3 young jade carving artists, 42 provincial arts and crafts masters, 90 jade carving masters, more than 5000 intermediate craftsmen 1000 people, and a number of cutting-edge masters.

20 1 1 tiangong prize work "spring"

The fifth is to strengthen market rectification. In order to promote the upgrading of the jade carving professional market and standardize the operation, we have made great efforts to transform and build ten professional markets with the focus on market construction and market rectification. Among them, the Jade Expo Park market attracted more than 0/000 dealers from Guangdong, Hubei, Liaoning, Anhui and other places, mainly engaged in various jade carving ornaments, pendants and tourist handicrafts such as strange stones, antiques, wood carvings and root carvings, with an average daily passenger flow of more than 9,000 people. Yushuzhuang Small Pendant Wholesale Market, covering an area of more than 20 mu, has attracted more than 2,000 dealers, mainly engaged in nearly 1,000 varieties in ten categories, such as jade bracelets, birds and animals, figures, jewelry and zodiac, with daily passenger flow exceeding 1 10,000. Wan Yu market is a jade carving boutique supermarket, equipped with central air conditioning, rolling elevators and other facilities, which can accommodate 2,000 fixed stalls. Duyu Market is a professional market planned and built to enhance the influence of Nanyang dushan jade, with 280 booths. In terms of market management, we have made a market layout plan, vigorously developed specialized markets, formulated a centralized market rectification plan, and gradually improved the market self-discipline mechanism and credit system, which has achieved initial results in solving the problems of market disorder, vicious competition and blind development.

The sixth is to optimize the development environment. Apply to Nanyang Municipal Party Committee and Municipal Government, and put forward opinions on accelerating the development of jade carving industry. Integrate the functions of the jade carving bureau and other management departments, and set up a management Committee of the jade culture development experimental zone with deputy-level specifications to coordinate and guide the development of the jade culture industry. Explore and improve tax collection and management methods. Invested 320 million yuan to transform 46.2 kilometers of roads in the experimental area, afforested 230,000 square meters, set up 60 large-scale advertisements, and started the construction of Zhao He theme park, logistics center, Zhao He governance and 4A-level scenic spots, effectively improving the soft and hard environment for the development of jade carving industry.

Scenery of Jade Carving Bay in Stone Buddha Temple

Second, seize opportunities and promote development.

After six years of hard exploration and practice, unremitting efforts and thinking, we deeply feel that Zhenping has unique advantages and rare opportunities to build a characteristic industrial base for jewelry and jade jewelry, but it is also facing new challenges and pressures. The advantages are as follows:

First, rich cultural heritage. The history of jade carving processing in Zhenping can be traced back to the "Reed-shaped belt piercing the jade shovel" in Zhixia Dynasty. The development history of more than 5,000 years can be summarized in four sentences, that is, "It started in Xia and Shang Dynasties, flourished in Han and Tang Dynasties, was better than Ming and Qing Dynasties, and flourished today". During the Spring and Autumn Period and the Warring States Period, the processing and application of Zhenping jade have been very extensive. During the Han and Tang dynasties, Zhenping was "a land where thousands of families lived and the pearls grinded jade", and it was also "a rare treasure, magnificent in all directions, carved and hunted, and rich in gold and silver". At the end of the Qing Dynasty and the beginning of the Republic of China, with Yan Yongjia as an outstanding representative, Zhenping jade carving technology gradually developed to three-dimensional round carving and realism, and new types of works such as figures, flowers and birds, and furnace bottles appeared. Jade carving products were favored by the court and began to go abroad. After the founding of New China, seven jade factories were set up in counties and townships, with as many as 4,000 employees. From 65438 to 0992, Zhenping was the first festival featuring jade carving in China, and the jade carving in Zhenping entered a new stage of development. The historical inheritance is orderly and the cultural heritage is profound, which is incomparable in other places.

Second, the industrial foundation is solid. At present, Zhenping 16 townships and 100 administrative villages, including 50 specialized villages and nearly 20,000 jade carving professional households. At present, there are a large-scale professional jade carving market 10, and there are more than 20,000 shops and booths of various jade carving products, basically forming a pattern in which large enterprises are the leaders, processing communities and professional markets are the dragon bodies, and professional villages and professional households are the dragon tails. It is a relatively complete industrial system integrating raw material procurement, personnel training, design and development, carving and processing, exhibition and sales, cultural promotion, brand strategy, festival promotion, quality inspection, tourism and publicity. The average annual transaction volume is 20 billion yuan.

The third is to recruit beautiful jade in the world. Zhenping has established a relatively stable cooperative relationship with most jade producing areas, including Hetian jade, dushan jade jade, Xiuyu jade, Kunlun jade, lantian jade jade and Jiuquan jade in China, as well as Burmese jade, Brazilian agate, Russian white jade, afghanistan white jade jade and Canadian jasper abroad, and processed more than 0/00 jade varieties. In particular, Zhenping is 26 kilometers away from Nanyang dushan jade Mine, which has convenient conditions for mining and processing dushan jade nearby. Dushan jade, as a unique jade species in Nanyang, has the characteristics of compactness, delicacy, tenacity, moistening, smoothness, condensation and rich colors. Known as "multicolored jade", it is one of the four famous jade in China, with a prospective reserve of 200,000 tons. It is an important jade material for Zhenping jade carving.

Fourth, there are many employees. There are 300,000 jade carving employees in the county, including nearly 65,438+10,000 employees outside the county, which has exported a large number of middle and senior talents not only for Zhenping, but also for the development of jade culture industry in Sihui, Guangdong and Ruili, Yunnan. There are nearly 40,000 jade carving personnel in Guangdong Sihui and Zhenping alone. At present, jade carving practitioners in Zhenping account for 60% ~ 70% of the national jade carving practitioners.

Fifth, the artistic style is unique. Zhenping jade carving widely absorbs the skills of Beijing, Tianjin, Suzhou, Hangzhou and Lingnan, and takes internal carving and general carving as its fundamental features, forming a central style integrating natural beauty, creative beauty and technological beauty. The creative fields include ornaments, pendants, ornaments and other eight types, and the genre involves figures, landscapes, flowers and birds, historical stories, realistic freehand brushwork and so on 100 categories and 1000 varieties. In particular, pastoral mountain carving, black and white figure carving and ecological pretty carving are unique types and styles of Zhenping jade carving. Excellent works have won numerous awards in national competitions. In 2008, the jade carving in Zhenping was listed in the national intangible cultural heritage protection list, and won the title of "China Emerging City Business Card" in 20 10.

Sixth, strong support. The development of jade carving industry in Zhenping has risen to the provincial level. Lu Zhangong, secretary of Henan Provincial Party Committee, explicitly asked Zhenping jade carving industry to "cultivate the market, develop the base, tap the cultural connotation, improve the artistic level and show the image of Henan". Wang Yuxian, the new secretary of Zhenping County Party Committee, put forward the development goal of "being the first in China and the only one in the world", and spared no effort to make the jade carving bigger and stronger, making it a characteristic industry, a pillar industry and a rich industry that can enhance Zhenping's popularity, reputation, sense of wealth and business spirit.

Rendering of the World Yuyuan Garden Ancient Temple

Appearance of main garden

Seventh, the location advantage is obvious. Zhenping is generally located in the geometric center of Zhengzhou, Wuhan and Xi 'an, with outstanding geographical advantages of connecting the east with the west and connecting the south with the north. It has the conditions of highway, expressway, railway and air transportation, and the transportation and logistics are relatively developed, which is convenient for the rapid collection and diffusion of jade products.

Of course, standing at the national level and evaluating the jade carving industry in Zhenping from a cultural perspective, the most prominent problems are that it is big but not strong, big but not specialized, big but not refined, and big but not excellent.

First, the industrial level is low. From the perspective of industrial chain, there is a lack of high value-added links such as jade auction, creative planning and packaging design. From the point of view of grade, there are many imitations in bulk commodities, and there are few works with certain artistic level and cultural connotation, especially the lack of master works in the market.

Second, the research is relatively weak. The research on the development of jade cultural industry is not deep enough. How to integrate culture and industry, technical research, the application of modern science and technology, network communication, and the interaction between jade culture industry and tourism city construction, including the planning and capital operation of jade culture industry, have not been really solved.

Third, brand influence is limited. Except for trademarks such as "Jade God", "Bohan" and "Kaiyuan", most products do not have their own packaging and trademarks.

Fourth, there are fewer large enterprises. Most of them are processed in small workshops. Except for Kaiyuan Jade Industry, Shen Yu Company and Shen Sheng Company, which have a certain scale, there are few enterprises that mass-produce ornaments.

Fifth, the market is not standardized enough. At present, the positioning of some jade carving markets in Zhenping is not accurate enough, the management level is low, the business order is poor, and the products are messy, which affects the reputation of Zhenping jade carving market to some extent.

Sixth, the quality of personnel is not high. There are only more than 2,000 jade carving practitioners who have received systematic training, less than one-tenth of the employees in the county, and even fewer masters with high academic qualifications and titles. This is the core factor that restricts the upgrading of Zhenping jade carving.

Seventh, the basic function is weak. Hardware construction lags behind, software upgrade is slow, and a complete industrial service system and chain operation network have not been established.

Third, build a jade capital and promote transformation.

At present and in the future, we will take the construction of China Jade Capital as the goal, establish a national cultural industry demonstration park as the starting point, adhere to creative guidance, industrial support, project promotion and cultural injection, strive to promote the deep integration of jade culture with jade industry, jade industry with tourism industry and tertiary industry, promote the upgrading of jade carving industry in Zhenping, accelerate the transformation to jade culture industry, and strive to build Zhenping into the largest jade product processing and sales base and jade culture research and dissemination center in China, leading China.

Yushuzhuang market

Yuboyuan market

1. Industrial upgrading promotes transformation

The first is to strengthen strategic research. With the help of the State Council Development Research Center, National Development and Reform Commission, Ministry of Culture and other high-end intelligence, we should absorb advanced ideas and learn from Qujiang's experience, strengthen in-depth research on the industrial layout, product adjustment, infrastructure, industrial synergy, brand cultivation and capital operation of Zhenping jade culture, and take the planning outline compiled by Peking University as the road map to improve industrial planning and special planning. In particular, it is necessary to strengthen the research on culture and industry, market and industry, and determine the entry point and breakthrough point for jade carving industry to upgrade to jade culture industry. Coordinate the development of Shifosi ancient town and core area, and promote the rational division of labor and cooperation between core area and radiation area.

The second is to speed up project construction. We will implement the "four ones" working mechanism for 70 planned projects, that is, one project, one county leader, one responsible unit, one working team and one assessment method, and actively, steadily and orderly advance. Strengthen coordination services for projects under construction such as International Jade City, Tianxia Jade Garden, Master Creative Park, Central Plains Stone Carving City, Jade Culture Theme Park, Jade Culture Museum Relocation, Jade Carving Bay Trade City, etc. , speed up the progress of the project; Study on preferential policies to support market development. For preparatory projects such as Jade Carving Vocational College, Jade Culture Research Institute, Jade Carving Industrial Park and Jade Culture Comprehensive Service Center, special investment promotion will be conducted to implement the construction elements; Accelerate planning and design, and strive to start construction as soon as possible. Actively plan jade carving packaging and processing tool market, intangible cultural heritage protection center, jade culture theme hotel, industrial linkage research and development base, creative design center and other industrial projects. , repair the industrial chain and improve the ability to undertake.

The third is to develop scale operation. Break the industry division and geographical boundaries, and plan to build a jade carving processing professional park. Take key enterprises such as Kaiyuan Company, Shen Sheng Company, Shen Yu Company, Sanfu Company and Xingshi Technology as leading enterprises, strengthen industry integration, encourage relevant enterprises to merge and unite, mobilize small and specialized family workshops and studios to join leading enterprises, guide scattered processing households and factories to enter the park, and gradually realize the scale, specialization, agglomeration and group development of processing enterprises, thus solving the problem of small, scattered, chaotic and miscellaneous jade carving processing at present.

2. Promoting culture and change

The first is to set up research institutions. That is to say, the Chinese Jade Culture Museum and the Jade Carving Master Creative Park are the main positions, and elites in related fields such as cultural relics experts, propaganda, culture and art circles are recruited to form the Chinese Jade Culture Research Institute, so as to be officially listed during the Jade Expo next year.

The second is to organize excellent exhibitions and reviews. Strive for the jewelry industry association to set up a special prize for Zhenping, continue to organize jade carving works to participate in various selection activities such as the National Tiangong Award and Hundred Flowers Award, and timely organize masters and masterpieces to be exhibited and auctioned in major cities across the country. Participate in jewelry exhibitions and exchange activities in Hongkong, Taiwan Province Province and Southeast Asian countries.

The third is to co-host the summit forum. It is suggested that China Jewelry and Jade Jewelry Industry Association take Zhenping as its permanent meeting place, and regularly organize and invite domestic and foreign artists, jade carving masters and leading enterprises to hold jade culture summit forums to discuss the development trend of jade culture industry and exchange the latest creative ideas of jade culture. Encourage and guide master experts to teach, design and create in Zhenping.

The fourth is to cultivate key talents. We plan to use private capital to build the only vocational college featuring jade carving in China. It would be better if we can cooperate with Chinese-style, Chinese-style associations and jewelry industry associations. Through internal education and external introduction, we can realize the transformation from one-way mentoring to multi-dimensional training, expand the scale of employees and improve the quality of creators.

3. Create a brand to drive change

At present, there are no more than 200 registered trademarks of jade carving in Zhenping, and none of them are well-known trademarks and listed enterprises in China, which is out of proportion to Zhenping's huge processing scale, market scale and external influence, and it is a big shortcoming in the development of Zhenping's jade culture industry. In view of this, we have established a training and selection mechanism for "famous teachers, famous enterprises and famous products".

First, in the training of famous teachers, we should adhere to strict examination and outstanding performance, focus on cultivating creative new stars with development potential, guide and help them to apply for senior titles such as national and provincial industrial and artistic masters and jade carving masters, participate in the selection of national and international awards, and go to the Central Academy of Fine Arts and Tianjin Academy of Fine Arts for further training.

Second, in the cultivation of famous enterprises, we plan to build jade carving industrial park and other processing parks to attract key enterprises to gather and develop, strengthen leading industries, launch independent brands and strive for well-known trademarks. Formulate a listing plan for cultural enterprises, establish a list of listed reserve enterprises, and do a solid job in the basic work of listing enterprises such as Wanguo Yubao and Master Garden.

Thirdly, in the cultivation of famous products, we take the lead in formulating the identification and classification standards of jade cultural products, especially the unique jade products. Establish a national jewelry professional appraisal institution in Zhenping. Increase the popularization of industry standards. Organize at least 1 ~ 2 jade carving selection activities every year, give certain spiritual and material rewards to the winning works and individuals, recommend them to participate in the superior award activities, and the county finance allocates special funds to collect works that have won national awards.

The fifth "Luzigang Cup" Silver Award Works "Heart Road"

Construction of Tianyuan started.

The cornerstone of the world's jade source

4. Managing services to promote change

The first is to strengthen organizational leadership. Coordinate Nanyang Municipal Party Committee and Municipal Government to establish a joint meeting system for jade cultural industry development departments, and strive to improve the specifications of the Jade Expo. With sufficient strength, the leadership and internal institutions of the Jade Management Committee are fully responsible for the development of the jade culture industry.

The second is to standardize market management. With the help of modern technology, communication and means, we will transform the traditional circulation system and marketing system of jade cultural industry, explore the establishment of professional market and store databases and employee directories, as well as a product traceability system, and establish a good faith operating margin and insurance system. Carry out the selection of "famous cities and famous shops", plan and formulate the establishment standards, evaluation and management methods of demonstration stores, establish a dynamic management system, and take the lead in implementing the "one book and two certificates" system. One book is a product manual, and two certificates are a product quality inspection certificate and a product certificate. Cooperate with well-known e-commerce and supermarkets at home and abroad, improve sales terminals, increase online marketing and expand e-commerce. Integrate national marketing resources by market means, develop chain operation and implement overall marketing. Continue to carry out activities to rectify and standardize the market order of jade culture, upgrade the original market and ban road stalls. Integrate quality inspection institutions and standardize appraisal procedures. Strengthen market supervision and severely crack down on illegal business practices such as shoddy, fake and shoddy. Preferential policies will be introduced to guide the vast number of merchants to return to the city, and new markets such as Shengshi International Jade City, World Yuyuan and Jade Carving Master Park will be opened to create a safe shopping environment.

Third, innovative financing model. Set up auction houses, pawn shops and loan companies for small and medium-sized enterprises to attract social idle funds to support and serve the development of jade carving industry. Actively strive for higher-level cultural industry development projects and funds. The county finance set up funds to guide the development of jade cultural industry, which will be used for discount interest or subsidies for jade cultural industry projects, and gradually improve the infrastructure such as roads, transportation, logistics, catering, education and training, business circulation, creative design, sightseeing and leisure, cultural performances and other functions in the experimental area.

International Yucheng real scene

The fourth is to establish an incentive mechanism. Set up special funds to support the development of jade cultural industry, and increase support for the development of jade cultural industry by means of incentives, subsidies, loans and interest subsidies. Awards such as Famous Trademark Award, Master Title Award, Award-winning Works Award, Entrepreneurial Award for Returning to China, Outstanding Contribution Award, Talent Introduction Award, etc. will be established, and certain economic rewards will be given respectively. Encourage and support relevant departments to strive for special support policies such as higher-level finance and taxation, and strive to list pilot projects as key projects in provinces and cities. The comprehensive improvement of land and the increase or decrease of urban and rural construction land will give priority to supporting the construction of the experimental area. Open up a green channel for the construction project of the experimental area, and the administrative service center will take the lead in organizing relevant departments to complete all procedures within a limited time.

China Jewelry and Jade Jewelry Industry Association, as the highest leading organization in the development of jade culture industry, has gathered experts and scholars in academic research, processing, creation, quality appraisal, promotion and other aspects of jade culture, and put forward many insightful opinions for the cultivation of jade carving talents, industrial upgrading, market standardization and project planning in Zhenping, giving full support and selfless help, making outstanding contributions to Zhenping jade culture industry and forming a profound friendship. It is a challenge, an opportunity, a responsibility, a mission, a pressure and a driving force to promote the transformation of Zhenping jade carving industry to jade culture industry at a new starting point. We have the determination and confidence to do a good job in Zhenping, and strive to build Zhenping into an important jade cultural talent base, creative base, exhibition base, sales base and sightseeing base in China.

The road to the construction of China's jewelry and jade jewelry characteristic industrial base

The road to the construction of China's jewelry and jade jewelry characteristic industrial base