The need to pay attention to modern marketing methods in carpet exports
Iranian handmade carpets are among the products that have a history of several thousand years and have long been considered by the people of the world; Creating thousands of direct and indirect jobs, added value, foreign exchange earnings, as well as the prosperity and development of rural life are among the advantages of this industry, but unfortunately to date it has not been able to reach its true position in international markets.
According to experts, the problems in the handmade carpet industry are categorized into three areas: supply of raw materials, carpet production and distribution, marketing and sales, the most important of which is the current international situation in the field of advertising.
Seyed Hamed Ameli, head of the Ardabil Mining Industry and Trade Organization, said: “The most important issue for the prosperity of the handmade carpet market abroad is advertising, and since intensive competition has been formed in recent years, more investment should be made in marketing.” The fee must be paid from the pocket of the private sector.
He added: “The main task of the government is to activate the private sector in the field of production, trade and commerce with well-codified planning and policy-making, and to provide facilities and incentives for them to play a more prominent role in global markets.”
Referring to the recognition of the Iranian carpet brand in the world, Ameli emphasized: “One of the important effects of lifting the sanctions was the re-presence of the Iranian carpet in the US market.
He added: “Recognizing the tastes of customers seems to be a necessity for the development of exports, because in today’s world, the issue of decoration and interior decoration is changing day by day and new needs and tastes must be identified and planned accordingly.”
Noting that countries such as Pakistan and India are currently our competitors in global markets, Ameli said: “Certainly, competing countries cannot offer products with the quality of Iranian carpets to the market, but carpet officials should also take the art debate seriously.” Exploit and innovate in this area.
Mohammad Reza Abed, CEO of Iran Carpet Joint Stock Company, stated: In order to attract global customers, the government should take appropriate measures in the field of handmade carpet advertising.
He stressed: “Considering the updated tastes of global customers, we must develop a specific plan to change the approach in the production and design of new products in order to gain a greater share of global markets.”
Abed concluded: “The government should allocate a special budget to the global marketing department of handmade carpets so that we can hope for more success in this field.”
