KUALA LUMPUR: Despite the Covid-19 pandemic, Malaysian craft entrepreneurs have sustained their businesses and are generating steady sales by adapting their business models to be resilient in tough times.
The Malaysian Handicraft Development Corporation (Malaysian Handicraft) has put a lot of effort into the online marketing of craft goods. The results are reflected in the latest developments in the market environment.
Tourism, Arts and Culture Minister Datuk Seri Nancy Shukri said following the implementation of the Movement Control Order in March, crafters were affected by the outbreak which limited the physical activity of marketing and the promotion of handicraft products.
Malaysian Handicraft continues to be dedicated to strengthening the local craft industry through physical and online promotion and marketing of artisanal goods.
"The government has initiated the National Economic Recovery Plan or Penjana, which will incorporate skills programmes for local crafters and individuals at every level who are affected by the pandemic.
"Based on 2019 records, Malaysian Handicraft has recorded the number of businesses with sales volume at 5,816, with a generated sales volume of RM519,74 million. Nevertheless, following this year's Covid 19 pandemic, Malaysian Handicraft set a new sales volume of RM200 million compared with RM500 million last year, a gap of 54 per cent from what we had initially targeted," she told the New Straits Times recently in an interview session on "Empowering People Through Craft Industry Recovery Plan Programmes".
As of Nov 30 last year, Malaysian Handicraft's registered entrepreneurs numbered 6,032, with a value of RM215.05 million.
Nancy said the government had to think strategically and find different ways to improve the industry in today's situation to help all businesses in the field.
"We must now concentrate on digital and online marketing channels for promoting products, and think how we can help people in rural areas who face difficulty accessing the Internet."
"Many of them are innovative and creative in the production of good quality local craft products.
Malaysian Handicraft personnel are dedicated to helping rural people market their goods through online platforms and programmes," she said.
Nancy, who is the Batang Sadong member of parliament, said the ministry had developed initiatives to revive the craft industry under Penjana.
A total of RM3.98 million has been allocated to two programmes, namely the Skills Apprenticeship Development Programme (PPPK) and Community Skills Development Programme (PPKK).
The PPPK programme provides training facilities for a new workforce consisting of youths, the unemployed and individuals at all levels who are impacted by the pandemic by creating job opportunities for selected craft entrepreneurs.
Nancy said the programme also allows crafters to develop expertise and make sure that their businesses can be consistently managed and more competitive.
"Six projects under this programme, including 26 trainees for six months, were implemented from Oct 1 to March 31. Ten skilled crafters were involved in this programme providing craft skills training in Songket Weaving, Batik, Ceramic, Crystal, Wooden and Leather products.
"In the meantime, the PPKK is open to youths, asnaf, B40, disabled, single mothers, elderly people, unemployed individuals and ethnic and indigenous groups from Sabah and Sarawak who want to make producing crafts an income source.
"This programme is implemented through the Train and Place programme where participants will be given skills training by Malaysian Handicraft based on the craft field. The programme consists of four programmes, including the development of products and production, the development of technical and digital skills, as well as marketing and promotion.
"This upskilling and reskilling will make it more marketable and will allow participants to have the skills to embark on crafts as a full or part-time career," she said.
Nancy said that a total of 65 community skills development activities had been carried out between Sept 15 and Nov 30 with 1,246 participants.
Malaysian Handicraft has prepared a recovery plan to help local crafters promote their handicraft goods online during and post MCO to ensure that they are prepared to respond to marketing changes.
This includes the use of digital platforms for the promotion and marketing of craft products such as E-Kraf Bazar, MYCRAFTSHOPPE, CraftOnTheGO and Google Arts and Culture.
The E-Kraf Bazar, launched on April 8, is one of the government's initiatives to help crafters promote and market local craft products such as textiles, forest-based, metal-based, earth-based and various craft products. This platform has succeeded in encouraging crafters to remain active in the production and marketing of their products.
Meanwhile, the MYCRAFTSHOPPE platform offers online trading services and is an information hub for the country craft industry, following the Global Reach Local Identity concept.
"The interesting fact about the e-marketplace through MYCRAFTSHOPPE is that it creates more opportunities for online users to participate in the marketing of their products and services. It involves the chain of the craft industry covering product sales, product designs, video processing information, after-sales services, raw material suppliers and the activities of Blended Learning and Digital Craft Museum development in stages," said Nancy.
"This initiative aims to support entrepreneurs with the expertise to use the latest technology, especially in photographic techniques, video preparation, photo editing, and product description before the e-market uploading process.
"About 300 industry players comprising craft entrepreneurs, suppliers and the craft community have joined the MICRAFTSHOPPE platform up to Nov 30 with over 2,900 craft products on offer."
Malaysian Handicraft also offers training programmes for craft skills, which increase the number of craft communities and sustain the local craft industry.
Nancy said the National Craft Institute (IKN) offers training programmes in six course fields, including batik, wood, ceramic, weaving, metal and rattan, through the Malaysian Qualifications Agency's (MQA) Diploma and Certificate programmes.
She said there have been 2,653 graduates since IKN was established, 83 per cent of whom are in the industry.
Meanwhile, the appointment of Malaysian Handicrafts director-general Ibrahim Ismail as WCC-Asia Pacific Region new vice-president of South East Asia Subregion (2021-2024) in conjunction with the World Craft Council-Asia Pacific Region (WCC-APR) 38th General Assembly on Dec 4 and 5 was an honorary recognition given to a Malaysian representative who always ensures that crafters remain active in promoting and dignifying local crafts in the region.
Congratulating Ibrahim on the appointment, Nancy said it also infused enthusiasm and motivation into boosting the industry with Malaysian Handicraft.
In line with the government's vision of 'Common Prosperity,' craft is a community-based social and economic development agenda. The industry plays a role in enhancing people's social wellbeing by improving the quality of life through the creation of job opportunities and income generation sources.
"The evolving promotion and marketing environment in the crafts industry will make crafters competitive, resilient and innovative in manufacturing identity branded products and services".
"It is with the hope that with the current performance of handicrafts, the industry can be an important contributor to the country's income," she said.