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THE MINISTRY of Tourism and Creative Economy invites creative economy players to increase efficiency by collaborating to face the challenge of inflation due to global economic pressures. Currently, the world, including Indonesia, is facing economic pressures with rising commodity prices.
According to the Minister of Tourism and Creative Economy, Sandiaga Uno recently said this resulted in the cost of production for Micro Small and Medium Enterprises (MSMEs) players, especially in the creative economy sector to be full of challenges. I want to give one solution to deal with the problem of rising prices, we can increase efficiency through collaboration.
“Creative economic actors can work directly with farmers in obtaining raw materials for production. For example, if the price of chili goes up, we can work with chili farmers in Java or in South Sulawesi. How do we work directly with the farmers and finally cut the supply chain and the price is more affordable and this also increases supply,” said Sandiaga.
Currently, he continued, many countries in the world have begun to enter the threat of recession. As many as 82% of overseas banks have predicted that a recession will inevitably occur. Indonesia, even though it has not entered the dangerous zone, must remain vigilant. The people’s economy, one of which is supported by MSMEs, must continue to be strengthened with good promotion or sales strategies.
“We can avoid a recession if our revenue increases. How will our revenue increase? We must be able to strengthen our marketing or promotion strategy. There are at least four factors that must be understood by creative economy actors before setting the right promotional strategy. First, the products presented must be products quality,” Sandiaga remarked.
Next is the price (price). Sandiaga explained, the price here does not mean the lowest price is the one that will definitely be successful. However, prices are aligned with market segmentation.
“Adjust to market demand. If the market price is 100, we will adjust the price to 100. Don’t increase it because later if it is raised, buyers will feel burdened. But if we take the middle to upper market segmentation, it may not have much effect,” he said.
Next is the place or in other words it can be in the form of the right distribution channel. The distribution channel is simple, open, and fair. Finally, we can determine the promotion strategy by maximizing digitization. Now there are many ways, such as gimmicks, buy one get one promo.
Indonesia’s creative economy has great potential to continue to be developed. Currently, the creative economy is one of the largest contributing sectors to the national gross domestic product (GDP) with a contribution value of 7.8%.
This number is supported by three main sub-sectors, namely culinary, fashion, and craft. This number also places Indonesia in the top three in the world in terms of contribution to national GDP, behind the United States with Hollywood and South Korea with K-Pop.
Currently, Sandiaga continued as many as 88.8% of Indonesian consumers say they are more dominant in using and consuming products with domestic brands or brands. The value of Indonesia’s creative economy exports in 2021 has reached US$23.9 billion. Previously in 2020, Indonesia’s creative economy was only at US$18.8 billion. The government targets the export value of Indonesia’s creative economy in 2022 to reach US$25.14 billion.
“The strategy is how we accelerate digitization, we help with training and mentoring, upskilling and reskilling as well as newskilling. For example, education about taking product photos, good packaging, and marketing strategies,” he said.
The government, in this case the Tourism Ministry, has various programs that can be utilized by creative economy actors. Starting from the Indonesian Creative Appreciation, Mandiri Digital Entrepreneurs, and various other programs.
“The government has the #BanggaBuatanIndonesia program which targets 30 million MSME players onboarding to digital platforms. As of today, there are 21 million, so we need an additional 9 million so that the creative economy can get ready to mitigate a potential recession next year,” said Sandiaga.
With the pillars of collaboration, adaptation, and innovation reinforced by the 3G concept (Fast Motion, Joint Motion, and Dig All Potential), it is hoped that the creative economy sector as well as tourism can support the achievement of 1.1 million new and quality jobs this year and 4.4 million new jobs. million jobs by 2024.
“I believe that with cooperation, we can present the creative economy as one of the locomotives in creating new and quality jobs through digitalization,” Sandiaga Uno concluded. [traveltext.id]
