Innovative development strategy of traditional handicrafts—Taking the horsetail embroidery technique of Shui ethical minority in Sandu County as an example

Shui people’s horsetail embroidery technique is a kind of embroidery craft which has been passed down for thousands of years and has unique folk traditional art skills.It is the masterpiece of the Shui people's fantasy and realistic art, and is also a precious art material for the study of Shui people's folk customs, totem worship and culture.Under the background of China's new era, to promote the innovative development of Shui people’s horsetail embroidery, it is not only necessary to combine its characteristics and functions, to carry out creative protection, but also to promote its transformation of economic value.Through investigation, it is found that the Sandu Shui people’s horsetail embroidery has unique cultural value, and most of the Shui women have mastered the craft of horsetail embroidery. However, its commercialization and industrialization are not high.There are too few leading enterprises and well-known brands.The low degree of industrialization, the lagging sales model, and the single way of publicity are the obstacles and causes of the development of Shui people’s horsetail embroidery. Therefore, by improving the level of industrialization, joint development, optimizing sales models, and multi-faceted publicity, we can create a cultural business card with the characteristics of aquatic horsetail embroidery to help its innovative development.