The Regeneration And Innovation Of Traditional Handicraft’s Brand In The Lifestyle Society

The history of Chinese traditional handicraft is not only long-standing but also veryglorious, which is treated as the crystallization of the Chinese civilization of five thousandyears and is holding an important position in the whole development history of Chineseculture and art. But as part of "made in China", although most of the traditional handicraftindustry in our country has many advantages in raw material and human resources, butonly can earn low profits of manufacturing in international market. One side, the lack ofemphasis, protection and management for the brand value leads to a phenomenon that thefirst class handicraft has been sold by a third class price, and later the cheap copy justaiming to profit without consideration of the original cultural taste which has been bornwith the handicraft has made matter worse. And the ideologism legality in consumingattitudes and business model takes another side.When we reflect on the traditional handicraft industry in Taiwan, it is obvious thatsome brands have obtained a large number of big fans with a relatively not that big scale,who are just like to follow their meaning of life. A consumer society as well as a lifestylesociety is where we all live, as a matter of that, the product itself is no longer what peopleconsume, but the sense of personal identification which could be satisfied by consumingthe corresponding product, which means that the life style implied by the product andservice is what the customer actually choose. In this way, they could show their differencewith others. The prices and functions are not the only way to attract consumers, becausethe aesthetic elements such as beauty, atmosphere and emotional appeal have provided thesellers a better way to the same purpose. Seizing the opportunities brought about by the style society in order to positively response the change of the economic environment andconsumer demand in modern consumerism society, in the meantime, getting support fromthe government, the managers of the traditional handicraft industry in Taiwan have seenanother spring belongs to them coming into sight, who once got into trouble just like westill do.Based on the analysis about the characteristics of innovation in the process of thehandicraft brands’ rising and regeneration in Taiwan, this paper are trying to make aproposal about how to rebuild our brands and which way we should take to pursue adevelopment in traditional handicraft industry of China, thereby excavating the cultureresources and significance of symbols which are hidden in the traditional handicraft, andalso drawing attention from people in modern society which lays an emphasis on the styleof life. By all means, breaking the impression of age-old and fogyish, the Chinesetraditional Art ware should become the representative of style and taste among the moderncrowd.