The Third International Handicraft Congress was held in St. Petersburg
On November 15, an interactive discussion “Towards a Barrier!” Was held within the framework of the III St. Petersburg International Crafts Congress, co-organized by the Association “Promotion of National Productions”. The event was held with the support of the Government of St. Petersburg, the Ministry of Culture and the Ministry of Industry and Trade of the Russian Federation. The session was moderated by Konstantin Sholmov, head of the RIA Novosti St. Petersburg news agency.
The discussion was attended by the founder and chairman of the board of directors of Global Rus Trade, the chairman of the Supervisory Board of the Association for the Promotion of National Productions, Anna Nesterova, the owner of the Krestetskaya Line factory, Anton Georgiev, a member of the expert council on national arts and crafts of the Ministry of Industry and Trade of Russia Alexander Grekov and other speakers .
The experts discussed the possibility of combining innovative and traditional approaches in the development of the craft industry.
In his speech, Anton Georgiev noted that digital tools play a big role in promoting handicraft goods. So, very often, buyers visit the website of the Krestetskaya line factory through the Instagram application thanks to an advertisement that is ordered from Russian bloggers and stars. The speaker, however, stressed that the value of crafts should be increased, including with government support.
Alexander Grekov, on the contrary, focused on the fact that everyone is overly keen on the problem of selling handicraft items. According to the expert, the main problem of the craft industry is the practical absence of the art education of the masters. A representative of the Ministry of Industry and Trade mentioned that it is also necessary to shape the artistic taste of the population.
Anna Nesterova spoke about the "economy of attention." Due to the fact that the volume of information is growing rapidly, it is becoming increasingly difficult to interest people with the products offered. In order not to be left out of the consumer interest, it is necessary to use all kinds of digital technologies: merchant playsets, social networks, instant messengers, etc. Anna also raised the issue of promoting craft goods through associations. International experience shows that the use of traditional promotion channels (exhibitions, workshops, etc.) along with modern technologies creates all conditions for the professional growth of artisans, increased sales and even access to foreign markets.