From the DW:
“Coronavirus-hit
Saxon woodcarvers struggle to rescue Christmas season”
Christmas is
the most important season for the makers of wooden toys and decorations in
Germany's Erzgebirge mountains in Saxony. This year, though, the pandemic has
brought tough challenges, as Hardy Graupner reports.
The Erzgebirge
region in Saxony near the Czech border has been a center of woodcarving for
centuries. When extensive ore mining activities petered out toward the end of
the 17th century, regional miners and their families were forced to look for
alternative sources of income. Many started to work with what could be found in
abundance in the area — wood. They soon developed the skills to make
elaborately carved wooden toys and figures. One of the techniques the area is
still known for today is woodturning, a process where a large number of figures
are sliced from a crafted wooden ring, producing less waste and boosting
productivity. According to the Association of Artisans and Toymakers, some
2,000 people are still employed in the trade in the region, offering up to
30,000 different products. The heart of Erzgebirge woodwork is no doubt
Seiffen, a picturesque community of about 2,500 inhabitants.
2020 is
different Normally, busloads of
German and international visitors descend on the village every day during the
Christmas season, each of them eager to buy a wooden decoration or some toys
for the kids. Seiffen can easily register over 700,000 visitors annually, but
this year is different, and the coronavirus is to blame, says the head of the
regional umbrella association of woodcarvers and toymakers, Frederic Günther.
"One of our sales channels has broken away completely, notably the
Christmas markets," he told DW. "In the summer up to October, retail
sales went smoothly, but only in the countryside where local residents bought
our items — in big cities like Berlin, Frankfurt or Dresden, sales figures went
down as international tourists stayed away due to the pandemic. "What
I'm saying is that the souvenir business has been basically nonexistent — if
you can't travel, you can't bring anything back home with you, can you?"
Günther concedes, though, that online sales have increased considerably,
also due to collectors who want to add the newest items from their favorite
companies in Seiffen. Yet boosted online sales will not nearly be able to fully
compensate for the losses incurred by the cancellation of Christmas markets
across the country. "Our firms have produced a lot, but cannot sell
everything themselves or through retailers," Günther said. "There
will likely be some short-term work next year, and of course we hope that
skilled workers will not run away because they will be badly needed when things
get going again after the pandemic." His father, Tino Günther,
heads a renowned toymaking firm in Seiffen. He's disappointed that promised government
aid has not come through so far. "Our industry is very alarmed
because there's no state aid in sight in contrast to what we experienced during
the first lockdown in spring," Tino Günther told DW. "But now, in the
most crucial time for us, we feel left to our own devices."
Virologist
to the rescue The entrepreneur is not content with playing a waiting game.
He's the mastermind behind a new wooden figure that has created domestic and
international demand beyond his imagination. "It's a virologist
symbolically portrayed as a smoking mannequin [a traditional Erzgebirge
figurine] — here we are portraying a profession that's become very prominent
during the pandemic," he said. "Some people told me the figurine
resembles Germany's best-known virologist, Christian Drosten, who's helped
navigate the coronavirus crisis in this country." Normally, you'd
see smoke rising from the mouths of the wooden mannequins, but the miniature
virologist has to wear a face mask and the smoke comes out of his head instead,
symbolizing that a virologist always has his thinking cap on. He also buries
his hands in his pockets since he's not allowed to shake hands with people. And
he's trampling on what looks like a virus. "I had not expected how
successful my idea would be, not even in my wildest dreams," Tino Günther
said. "Helped by the recent media hype about the mannequin, online sales
have been exploding and we were able to employ more hands to handle the orders.
More than 3,500 people have already placed orders although they know that they
will only get their parcels next year, with deliveries starting in
January."
New virtual
reality The fight to rescue the Christmas season has produced many other
bright ideas. One definitely worth a mention is the creation of a virtual
Seiffen Christmas Market, says Juliane Kröner, CEO of woodturning cooperative
Dregeno. "We saw our sales channels breaking away during the first
lockdown in spring, and I started wondering what we'd do should the same thing
happen to us in the Christmas season," Kröner told DW. "Our regional
producers depend on the festive season for around 80% of their business. I also
asked myself what our customers would do should they not be able to visit us on
the ground, and this is how the idea of a virtual Christmas market was
born." Kröner makes a point of mentioning it's a first worldwide.
"Nobody has ever done this before; it's the only virtual Christmas
market worldwide — you can walk through it, enjoying the 360-degree panorama
view with our stands and other attractions. Technically, it feels a bit like
Google Street View," she explained. Early bugs have been fixed and
server breakdowns are also a thing of the past, Kröner says. "What's
on offer are not just our wooden toys and decorations, but you can also get
some of our typical regional food items such as mulled wine and 'Stollen'
[German Christmas fruitcake] plus products such as jewelry and handbags. The
idea has gone down extremely well with people. Our virtual market had 14,000
hits on the first day of operation in early November. We have registered around
100,000 users since we started four weeks ago." It's ideas like
this that will no doubt help the local producers and retailers cushion the blow
of the pandemic. As Tino Günther remarks, every crisis harbors fresh business
opportunities. The folks in Seiffen and the wider Erzgebirge region have been
willing to rise to the challenge each time.
^ I have many
of these beautiful pieces that my family and I have collected throughout the
decades while living and visiting Germany. ^
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