Mass production may save modern fairs

Although creative fairs offer a platform for unknown designers to express their artistic talents, experts say the nature of the markets means they require a down-to-earth approach.

"Compared with other fields in the cultural industry, the fair is probably the form that connects most with the general public," said Zhang Zheng, an associate professor at Tsinghua University's school of journalism and communication. "The practitioners are designers, not 'just-for-fun' artists, and their works are ultimately designed not for their own pleasure, but for consumers to appreciate."

He said mass production could make the items at the fairs essential parts of the industry: "The idea of mass production doesn't contradict personal design. But, of course, the government should help to provide training about essentials, such as applying for patents."

Yu Jianguo, deputy director-general of the Hangzhou Cultural and Creative Association in Zhejiang province, said a number of organizers have already put the idea into practice, which will keep designers motivated and reduce the possibility of their work being copied without permission.

"We protect originality of course, but we also encourage designers to put their works into mass production as quickly as they can," he said.