Bat Trang artisans innovate to meet global market demands

The artisans of Bat Trang Pottery Village constantly innovate and preserve their traditional art to maintain their creativity and cultural identity amid fierce competition from imported goods.

Nguyen Manh Hoa, the owner of Bao Khanh Ceramics Co., Ltd. Photos: daidoanket.vn

Bao Khanh Ceramics Co., Ltd. stands out as one of the most innovative enterprises in Bat Trang Pottery Village, Gia Lam District. Nguyen Manh Hoa, the owner of the company, won the second prize in the Hanoi Handicraft Design Competition 2024 with his Tho Cam pot. Nguyen, who is the third generation of the Nguyen family of pottery artisans, is one of 18 winners.

He added that this unique earthenware jar features a square shoulder design reminiscent of the bronze drums of the Dong Son culture, which contrasts with the round shapes of typical jars. The lid, shoulder, and body are decorated with traditional patterns inspired by the designs of various ethnic minorities, earning high praise from experts and customers alike for their cultural richness and innovative approach.

"After decades of dedicating myself to the craft of pottery, I have created numerous ceramic products. However, I've realized that there is nothing better than drawing from the cultural values of the Vietnamese people and other ethnic groups in our country. This approach not only defines my uniqueness but also helps me conquer the market," he said.

In addition to the Tho Cam pottery, Hoa has developed several other products that refresh traditional Vietnamese cultural elements.

Adapting to fierce competition from imports

Nguyen Viet Toan, the owner of Van Thanh An Co., Ltd.

Faced with intense competition from imported goods in their own market, Bat Trang pottery enterprises are constantly innovating their products to adapt and capture market share.

As the year 2024 draws to a close, the atmosphere in the workshops of the artisan village and the Bat Trang Pottery Market is buzzing with activity. The commune, which includes the traditional pottery villages of Bat Trang and Giang Cao, is home to 200 enterprises and about 1,000 households engaged in pottery production and trade.

These workshops not only provide local employment but also attract thousands of workers from neighboring areas. Bat Trang has become a popular destination for international tourists, with dozens of groups from countries such as France, Germany, Australia, Singapore, and Thailand visiting daily to shop and explore.

The abundance of Chinese ceramics on the market, which include decorative pieces, household items, and spiritual artifacts, poses challenges, according to Nguyen Viet Toan, a veteran of the pottery industry and owner of Van Thanh An Co, Ltd. He explained that although the village faces production costs due to less sophisticated technology, innovation is still essential for long-term growth.

"Creativity in design, style, and glaze is essential to compete with imported products while maintaining Bat Trang's unique character," he stressed.

He also said that Van Thanh An specializes in spiritual ceramics, offering a range of items inspired by traditional vases and incense burners, enriched with creative designs.

Toan emphasized that their unique glaze colors, including exclusive fire-glazed items sold at higher prices, set their brand apart. The distinctive mix of glazes further showcases the originality of Van Thanh An's ceramics, allowing them to dominate the spiritual pottery market.

Local consumers choose to purchase Bat Trang products. Photo: Thanh Hai/The Hanoi Times

To boost competitiveness, Bat Trang pottery businesses are increasingly leveraging information technology for product promotion.

Pham Huy Khoi, Chairman of the People’s Committee of Bat Trang Commune, said that around 50% of local households are now using e-commerce platforms and social media to market their products. Many artisans even host live streams on their personal Facebook pages. This technological adoption has made shopping easier compared to traditional sales methods, he said.

Khoi added that Bat Trang plans to develop its own e-commerce platform to increase product visibility, manage quality, and strengthen brand identity.

In addition to the efforts of local artisans and businesses, Khoi emphasized the need for support from relevant authorities. This support is crucial to encourage organizations and individuals in the city to create new, beautiful, and unique handicraft products, especially those suitable as gifts for domestic and international tourists. Such initiatives are essential for the pottery industry to thrive and secure its market position.

Recently, the Department of Industry and Trade, in cooperation with the Industrial Promotion and Development Consulting Center, held the Hanoi Handicraft Design Competition, which attracted hundreds of artisans from across the city, including many from Bat Trang Pottery Village, the chairman said.

“The competition aims to enhance the competitiveness of handicraft products, including pottery and provides an opportunity for businesses and artisans to restructure their offerings. This initiative is designed to promote sustainable development in Hanoi's handicraft sector as the city integrates into the global economy,” Khoi said.