Inheriting the tradition with good branding

Although his products sell well abroad, Xiong Songtao feels disappointed because his works of various value and sizes made so meticulously are rarely known and accepted in China. “A trend attracts the audience’s attention, while traditional things usually fade away in the face of that new trend. Young people are familiar with Swarovski. We are anxious to let more young people know us,” he says.

Xiong admits that he has ignored many things while devoting himself to research for many years. Now, his biggest goal is to enhance the recognition of the family brand. “Brand building is necessary to pass down the craftsmanship from one generation to the next. The brand and family spirit are vital to ensure a sustainable operation. Nowadays, the idea that ‘Good wine needs no bush’ seemingly doesn’t make sense. Good craftsmanship also needs promotion.”

Xiong Songtao is now not only concentrating on artwork and collectibles, but also plans to set up an Enamel Art Gallery to record, collect and display enamel products. He says: “Enamel craftsmanship has been passed down from my grandfather to my father and to me. I shoulder the mission to carry it forward. Instead of forcing someone to inherit my craftsmanship, I would rather let someone take the initiative to inherit it.”