Qingzhou City is located in the middle of Shandong Province, bears a population of 937,000, and takes charges of 8 towns, 4 sub-districts, 1 provincial economic development zones, and 1126 villages and communities. As one of the ancient 9 prefectures, Qingzhou enjoys a long history and resplendent culture. It is a “National Renowned City of History and Culture”, “Chinese Hometown of Modern Folk Arts”, an important cradle of Chinese farmers’ painting and one of the typical schools. In recent years, under the guidance of spirits delivered on the 18th and 19th CPC National Congresses, the Municipal Party Committee and Municipal Government of Qingzhou formulated the measure of extending the industry chain of calligraphy and painting, enriching rural culture, increasing farmers’ revenue and building beautiful village by development of the industry of farmers’ painting. With leaders’ concerns and proper organization, the measure has been implemented practicably and solidly. To date, the Farmers’ Painting Association has included 2,080 members and more than 30,000 employees. In 2016, Qingzhou City was honored the “Chinese Hometown of Farmers’ Painting” as the only holder of this title in Shandong Province. Its major practices include:
Study and formulate development thought and planning based on conditions of the city
“The best calligraphy and painting in China shall be found in Shandong, and more specifically, in Qingzhou.” Qingzhou enjoys a great potential in market of calligraphy and painting that it now has 9 markets and over 860 galleries, whose annual trading volume has exceeded RMB 10 billion. However, most works were from other places and at middle and high ranks, while rare local public cultural products were available. In May 2014, the Municipal Party Committee and Municipal Government of Qingzhou City, after a careful investigation and study, formulated the measure of developing the industry of farmers’ painting to achieve the strategic goals of extending the industry chain of calligraphy and painting, improving rural culture and increasing farmers’ revenue. According to the overall though of “preliminary effects in 3 years, markedly effects in 5 years and industries in 10 years”, the work plan stressing foundations in 2014, training in 2015, exhibitions in 2016, markets in 2017 and comprehensive improvement in 2018 was formulated. It aims to achieve the development scale of “hundreds of galleries and academies, hundreds of cooperatives, hundreds of e-commerce companies, and 50,000 employment opportunities” in the industry of farmers’ painting to 2023 after 10 years’ efforts, to play a key role in re-energizing the beautiful village and promoting the economic and social development of the whole city. Since 2017, many leaders have visited and given their instructions to the industry of farmers’ painting, and fully affirmed and actively encouraged our efforts in this sector. They are Sun Zhijun, the Vice Director of the Propaganda Department of the CPC Central Committee, Zhao Shi, a Member of the CPC Central Committee, a Member of the Party Group of China Federation of Literary and Art Circles, its Vice President and Secretary of the Secretariat, Pan Lusheng, the Vice President of China Federation of Literary and Art Circles and President of Chinese Folk Literature and Art Association, Chen Jianwen, a Member of the Party Group of China Federation of Literary and Art Circles and Secretary of the Secretariat, Bi Mingxin, the Standing Vice President of China Farmers Painting Seminar, and its Vice President Dong Zhenli.
More stress on building a farmers’ painting team from training
The key to develop farmers’ painting lies in talent fundamentally. In recent years, Qingzhou City has implemented talent training as a key measure to develop the industry of farmers’ painting by actively organizing training of talents in farmers’ painting from multiple levels of city, town and sub-district, and social organization, and in multiple forms, producing the staged training model of “one training per month”, “one training per town”, “from point to line, from line to area”, which has achieved markedly effects.
I. Backbone training. Via the platform of Municipal Academy of Farmers’ Painting, all backbones in farmers’ painting in the city were organized for training, and experts and teachers proficient in this field were appointed nationwide to give classes. Those backbones returned to the grassroots after training, transferring what they have learned to fans in farmers’ painting. In such a progressive manner from level to level, training was developed city-wide. In succession over 20 training courses have been carried out, including Training Course of Creativity in Farmers’ Painting, Training Course of Farmers’ Painting for the Disabled, Training Course of New Occupational Farmers’ Painting, Training Course of Sketching and Creativity in Farmers’ Painting, Senior Seminar of Creativity in Farmers’ Painting, and Special Topics of Industry of Farmers’ Painting, outputting 2,600 backbone talents. Meanwhile, relying on supports from superior arts institutions, Qingzhou City is applying for organizing the Field with Hope · 2016 Chinese Exhibition and Workshop of Farmers’ Painting Works, China Spirits · China Dream National Exhibition and Academic Workshop of Farmers’ Painting and Creative Training Course, and such other national workshops and training courses. National well-known experts in farmers’ painting, including Luo Zhijian, Liao Kiaming, Zhu Xi and Lu Fengxia, were invited as trainers for backbones of farmers’ painting.
II. Theme training. In succession delegates have been dispatched to Huxian of Shaanxi, Xiuzhou of Zhejiang, Jinshan of Shanghai, Dongfeng of Jilin and other areas where farmers’ painting is popular for investigation and study; Training Course for Teachers in Farmers’ Painting, Training Course for Cadres from Organs Directly Subordinate to the Party Committee for Farmers’ Painting, Training Course for Women in Farmers’ Painting, and Qingzhou Training Course for Novices of Farmers’ Painting were organized; social education institutions were required to provide training courses of farmers’ painting in diversified forms and the activity of “Farmers’ Painting into Campus, Farmers’ Painting into Classroom” was developed among students from primary and middle schools city-wide.
III. Popularizing training. With towns, sub-districts and development zones as the focus, training courses in various forms were organized for promotion and popularization purposes. More farmers from rural areas were organized and motivated to participate in study and creativity activities of farmers’ painting. 12,000 individuals have been trained accumulatively.
Improve the creative level of farmers’ painting via the platform of exhibition
Exhibition of farmers’ painting in diversified forms and at various levels is a major measure to improve the creative level of farmers’ painting. In recent years, for promotion purpose, Qingzhou City has held various exhibitions of farmers’ painting to arouse the creative passion of authors of farmers’ painting and provide then a spacious platform for study, exhibition and exchange, to popularize and recommend the arts underlying farmers’ painting, and prominent effects have been achieved. Since t his year, 19 farmer-painters were assembled to create the long roll A Gift to the 19th CPC National Congress which is 19 meters long. More recently, famous farmer-painters were summoned and appointed to guide 12 local farmer-painters from Qingzhou to create the 15-meter long roll of Attractions in Qingzhou Ancient Town as an introduction to the 5A scenic spot of Qingzhou Ancient City, which surprised the whole society and was covered by national, provincial and municipal media.
I. Application for national exhibitions. By cooperation with superior professional organizations such as China Farmers Painting Seminar, China Artists Association, China Folk Literature and Art Association, and Shandong Artists Association, Qingzhou City is applying for large-scale exhibition of farmers’ exhibition at various levels to continuously enhance the influence of Qingzhou farmers’ painting nationwide. The City has organized many national exhibitions such as “World Love China Dream – Returned Itinerant Exhibition of Chinese Farmers’ Painting UN Headquarters Exhibition, Qingzhou Station”, Picturesque Qingzhou · 2015 National Exhibition of Farmers’ Painting Works, “Field with Hope · 2016 Chinese Exhibition of Farmers’ Painting Works”, “China Spirits · China Dream National Exhibition of Farmers’ Painting”, to further improve the creative level, reputation and influence of local farmers’ painting.
II. Theme exhibition. Since 2017, 16 theme exhibitions of farmers’ painting have been held to continuously enhance the creative level of local farmers’ painting. They are Inheritance of Civilization—Qingzhou Special Exhibition of “New Year in Farmers’ Painting”, Village of Longevity · New Style of Filial Piety and Morality——“Filial Piety” Farmers’ Painting Exhibition in Wangwen Town, Qingzhou City, “Delian Cup” Qingzhou Opium Prohibition Farmers’ Painting Exhibition 2017, “Florid Party Flag in Beautiful Village · Builder of Farmers’ Dream of Happiness” —— Qingzhou Theme Exhibition of Farmers’ Painting to Cerebrate the 96th Anniversary of CPC, and Greetings to the 19th CPC National Congress——“Qingzhou with Clean Government Righteousness Upheld” Theme Exhibition of Farmers’ Painting.
III. Participation in exhibitions in other places. In recent years, Qingzhou has participated in 15 exhibitions in other cities to forge its team, improve level and expand influence. They are “China Dream·Pastoral Love·Ode to the Yellow River”——Shandong Exhibition of Farmers’ Calligraphy and Painting (70 outstanding works of farmers’ painting from Qingzhou were included), the 11th Chinese Arts Festival “On the Field of Hope——Chinese Exhibition of High-quality Farmers’ Painting” (11 works of farmers’ painting from Qingzhou were displayed), the 4th Shandong Exhibition of Arts Works of Farmers’ Painting (the long roll A Gift to the 19th CPC National Congress, a 19 meters long farmers’ painting by 19 farmer-painters from Qingzhou voluntarily surprised all speculators), the 6th Chinese Concert of Farmers’ Song·National Exhibition of High-quality Farmers’ Painting, “China Dream·Pastoral Love —— Tour in Huangbin Prefecture” (the long roll China Dream·Farmer’s Dream——A Gift to the 19th CPC National Congress from Qingzhou was honored the Special Award).
IV. Monthly exhibition. With the Municipal Association of Farmers’ Painting as the center, sub-venue in towns and sub-districts as the body, and farmers’ painting academies at municipal and town levels as the core, the policy of “one exhibition per month”, “one exhibition per town” was implemented to exhibit the farmers’ painting in diversified forms and various levels. To date, 30 exhibitions have been held and greatly inspired the creative passion of authors of farmers’ painting, providing a platform for study, exhibition and exchange between farmers’ painting creation teams. They are “Noble and Healthcare Garden Cup” Exhibition of Outstanding Farmers’ Painting, “Mihujiayuan Cup” Exhibition of Outstanding Farmers’ Painting,“Exhibition of Outstanding Farmers’ Painting in Wangwen Town of Qinghzou”, “Miaozi Yuxin Calcium Industry Cup” Exhibition of Outstanding Farmers’ Painting, “Sunshine Logistics Cup” Exhibition of Farmers’ Painting, “Yidu Cup” Exhibition of High-quality Farmers’ Painting, “Yunmen Mountain Cup” Exhibition of High-quality Farmers’ Painting, “Huanglou Flowery Cup” Exhibition of Outstanding Farmers’ Painting, “Shao’s Manor·Qihong Cup” Exhibition of Outstanding Farmers’ Painting, “Heguan·Jiqing Cup” Exhibition of Outstanding Farmers’ Painting, and “Dongxia Cup” Exhibition of Outstanding Farmers’ Painting.
V. Exhibition in foreign countries, Qingzhou Farmers’ Painting Exhibition has been held in Ronnie Subwa, France and Los Angeles, USA. With its distinct national characteristics, vitality and unique artistic appeal, Qingzhou Farmers’ Painting has broken through the national boundaries and won unanimous praise from all walks of life at home and abroad.
VI. Exhibition in towns and villages. “Painting is what our people are fond of”. In recent years, exhibitions of farmers’ painting in various forms have been held in towns and villages, to integrate farmers’ painting into life. Accumulatively over 60 exhibitions have been held, and visited by 35,000 person-times, further enriching the spiritual life of people in rural areas.
Actively explore industrial development paths with market as the orientation
The basis road to develop farmers’ painting is industrialization. Despite of its long history, Qingzhou farmer’s painting entered the stage of industrialized development only after 2014. Oriented by market, Qingzhou City is actively exploring a road connecting farmers’ painting and the market, and has formed the development model of “Farmers’ Painting +”. In September 2014, the Market of Qingzhou Farmers’ Painting was unveiled, supported and encouraged by the president and vice president of China Farmers Painting Seminar, laying a firm foundation for Qingzhou farmers’ painting to the market.
I. “Farmers’ painting + Academies and galleries”. Recently, over 30 academies and galleries were established for farmers’ painting, including Fengjiang Academy of Farmers’ Painting and Yizhou Academy of Farmers’ Painting in Qingzhou City to integrate onsite training, creation, experience, interaction and sales, to expand the sales channels of farmers’ painting from Qingzhou. At present, Qingzhou academies and galleries of farmers’ painting have received countless orders from other places in China, and played an important role in the “Farmers’ Painting on Wall, Beautifying Villages” in 2017, during which, hundreds of farmer-painters were arranged to paint the walls of over 450 villages, which beatified villages and increased revenues to farmer-painters.
II. “Farmers’ painting + cooperative”. 10 cooperatives, such as Qingzhou Farmers’ Painting Professional Co-operatives, Qingzhou Jinhe Farmers’ Painting Professional Co-operatives, Ma Dajie Farmers’ Painting Professional Co-operatives and Qingzhou Lvye Farmers’ Painting Professional Co-operatives, have been established successively. In the form of member cooperation, they not only absorb folk capital, but also use the technical strength of farmer-painters to make joint efforts to promote the development of farmers’ painting industry. Through participating in exhibitions, signing painters and other forms, those cooperatives purchase a large number of local excellent farmers’ paintings, and then have then packaged, demonstrated, auctioned or distributed to domestic and foreign arts markets via different channels.
III. “Farmers’ painting + companies”. With guidance to main bodies of social investment, more than 20 companies in farmer’ painting industry were incorporated successively, including Haidai Farmers’ Painting Culture Development Co., Ltd. of Qingzhou City, Weifang (Qingzhou) Daguan Cultural Industry Co., Ltd., Wohua Farmers’ Painting Culture Development Co., Ltd. of Qingzhou and Weifang Xiaozhuangyuan Cultural Media Co., Ltd., specializing in the design and development of derivatives of farmers’ painting. Relying on traditional cultural elements of farmers’ paintings, to which, modern design concepts are added, and adapting to modern aesthetics, those paintings are sold simultaneously online and in Yiwu international market via sales channels of those companies.
IV. “Farmer’s painting +tourism”. Taking the Qingzhou Academy of Farmers’ Painting as the main body and the culture of farmers’ painting as the theme, the Qingzhou Academy of Farmers’ Painting was built as a tourist attraction and granted at national “3A” level after expert evaluation, receiving more than 100 tourist groups every year. Many travel agencies have concluded agreements with the Academy of Farmers’ Painting because of their insights into the brand effects of Qingzhou farmers’ painting, according to which, they shall introduce tourist groups to the Academy of Farmers’ Painting every week to experience the creation process of farmers’ paintings, hold youth summer camps, winter camps, and special holidays. These actions have been widely praised by foreign tourists and gallery entrepreneurs. Through experience and participation, foreign tourists can learn about farmers’ paintings and fall in love with it, and folk art products of Qingzhou farmers’ paintings are transformed into “souvenirs”, which broadens the sales scope of Qingzhou farmers’ paintings and plays a wide role in publicity.
V. “Farmers’ painting +e-commerce”. In recent years, Qingzhou has been seeking for a breakthrough in development of the industry of farmers’ painting via diversified media and sales platforms such as Taobao, Alibaba and 58 Tongcheng. Online stores and WeChat stores were opened to popularize and sell the artworks of farmers’ painting from Qingzhou online; also the Qingzhou Academy of Farmers’ Painting has established an online marketing service center to provide entrepreneurs online sales consulting service, popularize the experience of how to run an online store, and a uniformed platform was built for entrepreneurs to upload and sell their works. At present, over 30 online stores of farmers’ painting and more than 200 WeChat stores are in operation. In July 2015, Qingzhou was listed as a pilot of Taobao into rural area, upon which, Alibaba Network Co., Ltd. instructed the development of farmers’ painting online, formulated the protection system for original works from the galleries of farmers’ painting and popularized the artworks of Qingzhou farmers’ painting via Taobao.
VI. “Farmers’ painting +derivatives”. Development of derivatives is an important channel for industrialization of farmers’ painting. At present, Qingzhou City has successfully developed over 30 kinds of articles in more than 10 forms, such as featured commemorative stamps, “Fortune, Longevity, Health and Peace” wine series, scarves, costumes, vitrolite painting, “Happy with Painting” gift boxes, coasters, handbags, and tea gifts on which farmers’ paintings are printed. Those derivatives are colorful and profound, deeply reflecting the cultural style of Qingzhou City and its people’s passion to life, as well as their aesthetic appeal from different artistic perspectives, and demonstrating a high popularity in the market.
VII. “Farmers’ painting + ceramic craft”. Since 2017, Qingzhou City has been attempting to organically combine farmers’ painting with ceramic craft that the Qingzhou Ceramic Craft Center with Farmers’ Painting has been established to print the farmers’ painting on Qingzhou, an artistic element full of folk significance, on ceramic products. For this purpose, furnaces, blank drawers and such other equipment were purchased, and more than 20 products such as teapots, cans, cups, vases, ornaments, and disks for decoration were developed to reserve the artistic features of farmers’ painting from Qingzhou and to combine with the elegance of Chinese porcelain, which has been widely accepted by all circles of life.
Establish a powerful working system to join efforts from all citizens
Establishing a round and powerful working system provides fundamental guarantee to the development of the industry of farmers’ painting. In recent years, Qingzhou has established a leadership system and a work organization platform, improved its work assessment mechanism, and called all towns, sub-districts and departments for active participation, and formed a development structure for farmers’ painting, in which, subject to the powerful leadership of Municipal Party Committee and Municipal Government, all towns, sub-districts and departments were required to organize activities with supports from the departments and units directly subordinate to the municipal department, and all social intermediary forces as well as all farmers were involved.
I. Establish a sound institutional framework. A steering group to promote the development of Qingzhou industry of farmers’ painting has been set up, in which, the Secretary of Municipal Party Committee serves as the Chief Head, Mayor as the Head, and other leaders responsible for different areas as the deputy heads, persons in charge from departments of towns, sub-districts, development zones and departments directly subordinate to the municipal government are included as members. Under the steering group is an office responsible for specific coordination, organization and instruction of work to develop the industry of farmers’ painting. The Office Director is assumed by President of the Municipal Federation of Literary and Art Circles. In towns, sub-districts and development zones, a steering group to promote the development of industry of farmers’ painting is also established with the chief leader as the Head and other leaders responsible for different areas as the deputy heads, to provide a firm foundation and guarantee for all people participating in the industrialization of farmers’ painting.
II. Establish a work development platform. At municipal level Qingzhou Academy of Farmers’ Painting, Qingzhou Institute of Farmers’ Painting Arts, Qingzhou Museum of Farmers’ Painting, and Qingzhou Exhibition Center of Farmers’ Painting are set up, and in each town, sub-district and economic development zone, Training Center of Farmers’ Painting and Creation Center of Farmers’ Painting are established. Each town and each sub-district takes responsibility for 2 or 3 key villages of farmers’ painting. Social capitals are introduced to the industry of farmers’ painting to set up training, creation and marketing organizations for farmers’ painting.
III. Incorporation of the development of industry of farmers’ painting into the key schedule of the whole city. The Municipal Party Committee and Municipal Government have resolved to incorporate the development in industry of farmers’ painting into the report on the municipal People’s Congress, and submit for review by the representatives. An assessment mechanism shall be established, arrangements shall be made at the beginning of the year, inspection shall be done in the middle of the year, and assessment shall be carried out at the end of the year, to ensure personnel, organization and measures. Development in the industry of farmers’ painting shall be included in the 1000-point assessment system of villages, towns, sub-districts and departments, so as to guarantee the continued development in farmers’ painting.
IV. Supports and participation of towns, sub-districts and departments. In recent years, each town and each sub-district has been required to organize exhibition once a year. The Organization Department of Municipal Party Committee has included talents of farmers’ painting into the talent cultivation plan of the city, and held training courses for them once a year, while the Propaganda Department took lead in key activities of farmers’ painting, Municipal Discipline Inspection Commission in Clean Government Theme Exhibition of Farmers’ Painting, Municipal Bureau of Taxation held “Taxation Cup” Exhibition of Farmers’ Exhibition, Municipal Bureau of Public Security “Delian Cup” Opium Prohibition Theme Exhibition of Farmers’ Painting, and Municipal Bureau of Construction “Cup of Water Saving” Theme Exhibition of Farmers’ Painting, which has greatly aroused the creative passion of farmer-painters, attracted attention from the whole society and won favorable comments.
V. Formulation of incentive measures. Farmer-painters are encouraged to join in arts organizations at various grades and levels to improve their status and sense of honor. At present, Provincial Arts Seminar of Farmers’ Panting has included 50 members, and over 360 creation backbones, one of whom was praised as “National Top 10 Farmer-painters”. Shandong Academy of Painting has 6 farmer-painters, and 6 has joined the Shandong Provincial Association of Arts, and 29 the Qingzhou Municipal Association of Arts. In this way, all levels in the city are encouraged to learn farmers’ painting, and a wave is triggered off. To motivate farmer-painters, titles are granted to them, including 12 Grade-1 painters, 18 Grade-2 painters, and 21 Grade-3 painters. Since 2015, the election activity of “Top 10 Farmer-painters” has been held consecutively, and calendars are designed for them free of charge. Via such measures, farmer-painters earn money and fame, and see their future and are motivated, to make contributions to the sustainable and healthy development in the industry of farmers’ painting. Till now, over 50,000 farmers’ paintings have been created in the city with economic benefits over RMB 250 million, accompanied with an increase in the annual per capita income of RMB 20,000 at least to farmer-painters in Qingzhou, and some even earned millions.
Actively strive for supports from superior business departments to create a greater environment for development
Farmers’ painting is a typical variety in folk painting arts. During its development, difference voices and views are heard. Therefore, correct leadership and supports from superior departments become quite important. In recent years, Qingzhou City is leveraging the advantages in calligraphy and painting market to apply for supports from national and provincial departments and arts institutions. Chinese Folk Literature and Art Association has held the National Exhibition of Farmers’ Painting and listed the farmers’ painting in the plan of National Exhibition which is held once a year. Chinese Folk Literature and Art Association has held the China Spirits · China Dream National Exhibition of Farmers’ Painting in Qingzhou, while China Federation of Literary and Art Circles has arranged four leaders at vice-president level to visit Qingzhou with their instructions on farmers’ painting. Shandong Provincial Federation of Literary and Art Circles also has undertaken 4 exhibitions of farmers’ painting, and the Shandong Provincial Department of Culture has arranged 3 departmental leaders to visit Qingzhou with their instructions on farmers’ painting. Shandong Provincial Arts Association took the lead in holding Picturesque Qingzhou · 2015 National Exhibition of Farmers’ Painting Works, established the Committee of Farmers’ Painting, and sponsored the Qingzhou Symposium on the Theory of Farmers’ Painting. Shandong Academy also took initiative in incorporating the Studio of Farmers’ Painting of Shandong in Qingzhou, and appointed 6 farmer-painters to be the “Creator of Farmers’ Painting of Shandong Academy”. Shandong Provincial Department of Agriculture University of Agricultural Broadcasting and TV listed the training of Qingzhou farmers’ painting as the first new occupational and characteristic training for farmers to establish their career in the whole province, and granted financial support vigorously for 2 years. As the competent administrators of farmers’ painting, China Farmers Painting Seminar and Shandong Provincial Seminar of Farmers’ Calligraphy and Painting have provided more supports to Qingzhou. In2 015, Shandong Provincial Training Center of Farmers’ Painting was set up in Qingzhou, and 3 years later, Qingzhou Training Center of Chinese Farmers’ Painting was incorporated in this city by the China Farmers Painting Seminar, which are the embodiments of great supports and encouragements to the development of Qingzhou farmers’ painting, have promoted the vigorous development in the industry of farmers’ painting in the whole city.
