Production Decreased! Let’s Support Indonesian Batik Craftsmen During Covid-19 Situation

batik tulis dengan canting

image source : Batik Tulen

Not only the health sector, COVID1-19 has hit various industrial sectors hard. Including, the homeland batik home industry. The batik craftsmen who were affected by the pandemic situation were unable to meet the sales target. Apart from decreasing orders and production, batik craftsmen also have difficulties in terms of marketing in order to maintain their batik business.

Most batik craftsmen nowadays are more active in marketing virtually or online through websites, social media, and marketplaces. According to Dr. H. Komarudin Kudiya, Chairman of the Association of Indonesian Batik Entrepreneurs and Craftsmen, batik craftsmen who were affected by the pandemic situation have started to switch to digital to make it easier to reach consumers.

Beside that, batik craftsmen have also been hit since April 2020, and have to carry out massive cost efficiency. Home batik craftsmen in various regions, such as Pekalongan, Central Java, also admit that many of their production has decreased due to low demand.

UMKM and Home Batik Industry Most Affected by Corona Virus Outbreak

Said by Dr. Tumbu Ramelan, activist of the Indonesian Batik Foundation, Micro, Small, and Medium Enterprises is an industry that can be said to be the most affected by the corona virus outbreak.

In fact, batik craftsmen admit that there is a significant drop in sales turnover of between 30% and 50%. This decrease in turnover is quite reasonable, considering that almost all sectors are affected by the corona virus. Relatively reduced market demand tends to be the result of the enactment of PSBB or Large-Scale Social Restrictions. So, people prefer to be inside the house rather than leaving the house.

Even though demand is low and production is decreasing, the batik craftsmen are not discouraged. No less than around 200,000 batik makers in Indonesia during the COVID-19 pandemic implemented digital marketing or digital marketing to reach consumers. Most batik orders now come from online or the internet.

This means that during the pandemic, information technology has become the main way for batik craftsmen to market their batik products to the wider community. Although maybe not as many as previous orders, digital marketing is something to be grateful for.

Online Batik Marketing Synergizes With Local Culture

Current information technology can encourage batik handicraft products to remain easily accessible to consumers at large. The goal is that the local culture-based batik industry continues to exist in its own country.

Through the use of technology, it is hoped that the batik industry can contribute greatly to recovering the economy affected by COVID-19. Because, in 2019, batik products won quite high foreign exchange earnings. That is around US $ 17.99 million. Meanwhile, around January-July 2020, the export value of batik increased by US $ 21.54 million. With the main markets of the United States, Japan and European countries.

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Produksi Menurun! Yuk, Terus Dukung Pengrajin Batik Indonesia di Tengah Dampak Situasi COVID-19

batik tulis dengan canting

sumber gambar : Batik Tulen

Tak cuma bidang kesehatan, COVID-19 telah memukul keras berbagai sektor industri. Termasuk, industri rumahan batik tanah air. Para pengrajin batik yang terdampak situasi pandemi, tidak mampu memenuhi target penjualan. Selain order dan produksi yang menurun, pengrajin batik juga kesulitan dari segi pemasaran agar bisa mempertahankan usaha batik.

Kebanyakan pengrajin batik saat ini lebih menggiatkan pemasaran secara virtual atau online melalui website, media sosial, maupun marketplace. Menurut Dr. H. Komarudin Kudiya, Ketua Asosiasi Pengusaha dan Pengrajin Batik Indonesia, pengrajin batik yang terdampak situasi pandemi mulai beralih ke digital agar lebih mudah menjangkau konsumen.

Tak cuma itu, pengrajin batik juga mengalami hantaman sejak April 2020, dan harus melakukan efisiensi biaya besar-besaran. Pengrajin batik rumahan di berbagai wilayah, seperti Pekalongan, Jawa Tengah juga mengaku banyak yang produksinya menurun karena sepi permintaan.

UMKM dan Industri Batik Rumahan Paling Terdampak Wabah Virus Corona

Dikatakan oleh Dr. Tumbu Ramelan, aktivis Yayasan Batik Indonesia, Usaha Mikro, Kecil, dan Menengah merupakan industri yang dapat dikatakan paling terdampak wabah virus corona.

Bahkan, pengrajin batik mengakui adanya penurunan omzet penjualan yang signifikan antara 30% hingga 50%. Penurunan omzet ini tergolong wajar, mengingat hampir seluruh sektor terdampak virus corona. Permintaan pasar yang relatif berkurang, cenderung diakibatkan berlakunya PSBB atau Pembatasan Sosial Berskala Besar. Jadi, masyarakat lebih memilih berada di dalam rumah ketimbang keluar rumah.

Meskipun permintaan sepi dan produksi menurun, namun para pengrajin batik tak patah semangat. Tak kurang dari sekitar 200.000 pembuat batik di Indonesia selama pandemi COVID-19 menerapkan pemasaran digital atau digital marketing untuk menjangkau konsumen. Kebanyakan order batik kini datang dari jalur online atau internet.

Ini berarti, selama masa pandemi, teknologi informasi menjadi cara andalan pengrajin batik memasarkan produk batiknya ke masyarakat luas. Meski mungkin tidak sebanyak order sebelumnya, namun digital marketing menjadi hal yang patut disyukuri.

Pemasaran Batik via Online Bersinergi Dengan Budaya Lokal

Teknologi informasi saat ini bisa mendorong produk kerajinan batik tetap mudah dijangkau konsumen secara luas. Tujuannya agar industri batik berbasis budaya lokal tetap eksis di negeri sendiri.

Melalui pemanfaatan teknologi, harapannya industri batik dapat berkontribusi besar untuk memulihkan ekonomi yang terdampak COVID-19. Sebab, pada tahun 2019, produk batik meraih perolehan devisa negara yang cukup tinggi. Yaitu sekitar US$ 17,99 juta. Sedangkan, sekitar Januari-Juli 2020, nilai ekspor batik meningkat US$ 21,54 juta. Dengan pasar utama negara Amerika Serikat, Jepang, serta negara-negara Eropa.

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