Industrialization of furniture design: store intervention provides a platform

As consumers' demand for personalization continues to increase, original design is destined to become a gateway for furniture companies to overcome. Both design innovation and mass production, how to make original design meet more consumers, has become the focus of the industry. At present, in addition to a few companies that insist on original design to find out the experience, how to realize the industrialization of furniture design still faces many problems in the consciousness and operation level.

background

The so-called industrialization of design, first of all, design, and then form an industry. The industry believes that, not only for enterprises, they must follow the laws of the market and achieve mass production. The industry is not inconsistent with "original", just turning the idea-design into more products that consumers can enjoy. In the current situation, although the individualized needs of consumers are gradually becoming more prominent, the number of companies that insist on original design is relatively small. Even for brand enterprises, their attention to design is still insufficient.

Consumer demand forced design upgrade

Original designs are still scarce compared to the number of furniture companies. From the early "plagiarism", "imitation", "learning" foreign furniture design, and then to the past ten years, some enterprises began to explore their own design road, so far the number of enterprises that can be "original design" is still not much. At the same time, there are still many popular furniture brands that don't have enough awareness of originality. The idea that “products are good to sell” is still dominant in the popular brand. Original products often encounter “cottages” of large and small enterprises. The infringement of patent infringement has also occurred from time to time.

Fortunately, with the richness of products, consumers have also experienced the stage of not having the right to choose their personal preferences. This situation forces the industry to seek change passively or actively. On the one hand, in an era of more and more individuality, consumers are increasingly demanding design and personalization. “Consumers no longer like to see the same kind of design, they like the design with unique personality.” said Claire Eeles, general manager of Meikemeijia. On the other hand, in the case of the industry saying “over-industry”, when faced with too many brands, good design can not only help consumers get rid of this chaotic state, but also be an important tool for enterprise products to be “seen”. . The founder of the French designer brand LEXON, CEORenéAdda believes that in the case of market saturation, “consumers are becoming more and more critical and consumers must be seen. This requires giving them a very fresh sense of design that must be consumed. The people provide something different." Huari home executives also believe that the future must be a "small batch", "multi-variety" personalized market. After the fierce competition, the low-end market is difficult to do, and the furniture industry needs to change from “quantity to quality”. Original design is not only to meet the needs of the market, but also to express the characteristics and personality of the brand. ability. The dual pressures of consumption and survival, as well as the driving of original pioneers, have led to more companies in the Volkswagen factory brand to begin to passively or actively understand the original design.

Rise by the original niche brand

Compared with the “not sensitive” of original design by some popular brands or factory brands, some furniture brands created by designers have grasped the opportunity. These niche brands, which focus on original design cards, are increasingly favored by the market and have gained a reputation in the industry for their design.

In 2006, well-known architect and artist Lu Yongzhong founded the brand “Halfwood” in Shanghai. He is dedicated to exploring the high-end original furniture and life of the contemporary oriental lifestyle, and has won awards almost every year. Maxmarko Mumei Furniture, founded by designer Chen Dari, won the gold medal in the living room furniture of Shanghai International Furniture Fair. If these two brands are called designer brands, the ACF from sales, production to design is more willing to be called design brand. This brand created by the designer brings together a team of like-minded designers, not only in China and Italy, but also in the creation of a world-famous “Chinese original brand”.

At the Shanghai International Furniture Fair held this year, a number of new furniture brands with design elements were also emerging. They expanded their territory through emerging online channels or specialty stores. These have created new stimuli for traditional factory brands.

status quo

Different modes have their own characteristics

In the process of seeking originality, Chinese furniture companies have gradually formed the following several models, and formed their own distinct characteristics:

1. Designer brand. Independent designers do their own products, have a distinct personal imprint, but relatively small, the product is relatively inadequate system, mostly for small batch production. Unless it is a master, it is difficult to survive.

2. Design the brand. The original design brand established by the team of designers, the brand has brand imprint, the demand for the new generation of consumers is relatively sensitive, the team is more flexible, the sales volume is not as good as the mass brand, and more high-end routes, such as ACF. Need to have a mature design, production, sales team, otherwise it is difficult to achieve scale expansion.

3. Design company. If you have your own designer and don't make a product, you can also understand it as a design outsourcing of the factory. Now there are different charging methods such as selling design copyright, collecting design fees and relying on product sales, which is a relatively popular way. However, the industry is more inclined to sell in a way. “Unless it is a design product that is very compatible with the brand and has characteristics, the way to buy out is very risky for the company,” said Wang Wei, founder of the ACF Design Industry Group.

4. Volkswagen factory brands have the choice to train their own designers. For example, Huari Home has recruited more than 30 college students this year to cultivate designer talents that are consistent with the brand concept; others cooperate with design companies, such as Ronglin. Have your own design team and choose the appropriate design team. Kirin believes that compared with the design brand, the Volkswagen factory brand has closer contact with the terminal, better understands the demand for the goods consumed, and cultivates a strong production team and perfect marketing channels, which are its advantages.

5. Can't talk about the designer's "craftsman", look around the exhibition, copy and modify the products for factory use. Some brands and domestic factories still take this form.

challenge

Designers are out of touch with the market

Both the mass brand and the so-called design brand face some common challenges in the pursuit of original industrialization.

At the design forum held not long ago, the independent designer's products and the market were out of touch with the furniture companies. Huari Home has worked with the teachers of Qinghua Academy to produce a batch of design furniture. “The product is very individual and characteristic, but it is very expensive to produce, and it also poses a high challenge to the production technology of the enterprise.” A senior executive of Huari Home said. The entrepreneurs attending the meeting also said that although the designer's ideas have characteristics, they must be transformed into commodities, which are not only costly, but also somewhat out of consumer demand. “They also need to be closer to the market.”

Chen Darui, who founded the Maxmarko Mumei brand, once confessed to the media that he was confused and constantly adjusted the style of Mumei: “It is not only the design that supports the brand, but also the product must be pushed to the terminal, and it must be accepted by the public.” It is also a design professional. Zhu Hui, who was born and created a new brand "吱音" this year, also said that he has seen many independent designers or academic works. "There are bright spots and creative products, but for a furniture brand or a series of For furniture, it may not make much sense."

Enterprises need to grasp the design direction

The designers pointed the finger at the corporate CEO. Johannes Torpe from Italy believes that on the one hand, the CEO thinks that the designer is an expert, but he thinks that "you don't understand us", this is "a contradiction." More entrepreneurs believe that there is no shortage of designers in the market, but whether the company can grasp the "products with a sense of design."

Wang Wei also believes that a good designer who ultimately meets the needs of enterprises may be rare. “Entrepreneurs need to know which creative products can be converted into goods and are consistent with the brand image.” He said that before working with the designers, both parties will experience a long process of mutual understanding and communication.

The company emphasizes that original design is not “not playing cards according to common sense”. Qilin, president of Beijing Ronglin Shijia Furniture Co., believes that as a company, "industrialization is the direction that must be pursued." “Design ideas should be able to become quantifiable products. At the beginning of design, products should be considered popular and recognized in production, promotion, and consumption habits, so that design can become a terminal circulation product to a greater extent.” It is also emphasized that only if it conforms to the laws of the market, can it finally survive. “We must find the demand, realize the quantification, become the commodity of the consumer, and only take it home when the product is a failure.” The new generation designer Zhu Hui considered it very practically: “We try to be able to build on ordinary furniture. Add some ideas to change.” He also pointed out that in fact, IKEA is a typical design with both mass production and mass production. "China should also be able to create such a brand."

Rong Lin Shijia offers another way – starting with the needs and then finding the design team to complete the requirements. "We must ensure that the direction of the product is correct, we must find the market demand, we and the design team to achieve a common understanding of consumer demand, to achieve sample trial production, after market research and adjustment to complete the quantitative production of design products." Kirin said .

Transfer

Market intervention provides a platform

Different from the experience of the pioneers, more companies are still on the verge of exploration, and even missed more excellent designers. The intervention of the store side provides a broader platform for communication between designers and enterprises, and it is also hoped that the process of originality of Chinese enterprises can be accelerated.

In 2011, Red Star Macalline began to exert its efforts in original design. It not only led Chinese companies to participate in Milan for two consecutive years, but also held a “new product launch” for home original design, trying to encourage enterprises through a series of support measures such as bonuses and gold booths. Participate in originality, promotion and display of original design products. The series of design master forums such as “Design for People's Livelihood” set up a bridge for communication between designers and manufacturers. Coincidentally, another big store giant has also taken steps in design.

Recently, the Real Home announced the establishment of a top-level design center. In addition to introducing design masters to provide design services for consumers, it will also create a high-quality designer platform. This platform will serve registered designers, provide high-quality design books and magazines, and hold regular exchange meetings to promote communication and learning between manufacturers and designers, designers and designers.

Whether it is "to create the birthplace of home design innovation" or "select outstanding young designers", or "make 'Chinese design' become a world-famous brand", the industry is still full of expectations for the store. “At least one platform has been set up. Although it still needs further development and improvement, the connection between designers and enterprises is smoother,” said several furniture companies. By participating in the DOD exhibition of the Red Star organization, the Nordic artist chairman Yu Yu has established contact with the head of the design school, and will try to invite designers to design products with market selling points for themselves. The Royal Modern design team also collided with the teachers of the academic school to create a surprise – through the bold change of color, the perfect combination of classical furniture and modern life, and was received by consumers at the September show. favorite.

Material: Porcelain/Stoneware/New bone china