Industrial Integration Strategies for Shu Brocade in the Chinese Cultural Sector - From Tradition to Transformation

Shu Brocade, a key element of ancient Chinese silk culture, possesses significant artistic and historical value. In the face of globalisation and evolving market demands, this traditional craft confronts challenges in its preservation and innovation. Supported by national policies, the cultural and creative industries offer new opportunities to revitalise traditional crafts like Shu Brocade. This study explores the integration of Shu Brocade into the cultural and creative industries, aiming to develop strategies for entrepreneurial practice and industry incubation. A Literature review was conducted to map the theories connecting Shu Brocade with the cultural and creative sectors and analysed market trends to understand its demand and competitive position. These findings suggest substantial market potential for Shu Brocade in the high-end cultural, home décor, and international creative markets. Strategies for product innovation, brand development, industrial integration, and operation management are proposed to enhance its market competitiveness and cultural impact. This study indicates that blending Shu Brocade with cultural and creative industries is crucial for modernisation and sustainability. By fostering an incubation model for these industries, Shu Brocade can achieve greater marketisation, branding, and international presence, contributing to the growth of the cultural economy.