At the China International Furniture Fair held recently, a number of Beijing furniture brand concept products or front-end design groups collectively unveiled, once again caused the industry's attention to the original design of furniture. Although some people insist that China's current design is far from mature, the road to original design has become the consensus of some brand companies, and more and more followers have emerged. However, it should not be overlooked that the future of original design of the furniture industry Still need to make more efforts and breakthroughs. The original strength of the industry's original strength, original design, has been a slightly heavy topic in the Chinese furniture industry for nearly 30 years. From the early "plagiarism", "imitation", "learning" foreign furniture design, and then to the past ten years, some enterprises have begun to explore their own design roads, so far the company that can be truly "original design" is still rare. . In 2011, at the Milan International Furniture Fair, there was still a brand that publicly put an end to the embarrassing incident of “Chinese designers enteringâ€. Some people in the industry have pessimistic comments. In the past five years, the Chinese furniture industry has gradually had corresponding design, but it is only the stage of “imitation + innovationâ€, and “original†is one of the few. More business people bluntly said: "The industry is always original, but it is very shameful to mention the original." Despite the incomprehension and even ridicule of the brand peers who hold the "good products to sell", original products often encounter large and small enterprises. The “cottage†and the companies that insist on exploring the original design have expressed their determination to persist. Kirin, president of Ronglin Shijia, said: "The more we insist on originality, the better we develop, and the more and more companies that follow up and make originals, which shows that this road is feasible." At the beginning, Huari Home also “appealed to plagiarismâ€, but now “regardless of itâ€, “you love to copy yours, we should be original and still original.†A senior executive of Huari Furniture Industry Group said. Their persistence was finally recognized. In 2012, at the 51st Milan International Furniture Fair, the China Contemporary Seat Design Exhibition was invited to appear at the Milan Design Week in Italy, and the “Chairs†exhibition with the theme of “sit down†was held. Chinese furniture changed from a spectator identity to an exhibitor for the first time. Showcasing the traditional culture and corporate design capabilities of Chinese furniture to the world. From September 11th to September 15th this year, Qumei, Ronglin, Nordic artists, Huari Home, Royal Modern, Noah and other companies jointly created a DOD design exhibition (DesignofDesigners China International Designer) The exhibition of the works showcased the theme exhibition of “Shuxiang Beijing†in the Beijing exhibition area, which was highly appreciated by the industry. The original strength of the Chinese furniture industry is being highlighted. Forerunners collectively explore the road to innovation In the process of promoting originality, the promotion of individualized demand in the consumer market cannot be ignored. “At present, there are many opportunities for consumers to access foreign products, and the demand for personalization is particularly strong,†said Cui Chunyu, director of Royal Modern Furniture Planning. 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 qualityâ€. Original design is not only to meet the needs of the market, but also to express the characteristics and personality of the brand, and also the important ability for the survival of the enterprise. . Noah's president Chen Zhijun introduced that the three major elements of furniture design are color, materials and functions. At present, the originality of domestic enterprises is mainly concentrated on the shape of furniture, the structure of the process and the matching of color and materials. “The market has never lacked designers, but whether it can turn a design-inspired work into a commodity, it has to rely on the enterprise itself.†This is how to grasp this, so that the original furniture companies are very distressed. It is understood that at present, domestic furniture companies have their own design teams, and they also choose to cooperate with professional design institutions or design masters, which has also encountered many problems. The Huari Home, which cooperated with designers to develop products to participate in DOD, experienced a profound experience. “The masters really have originality, but they are not grounded.†According to the senior executives of Huari, the design school’s teacher designed a 2.4-meter-long curved table, and finally more than 20,000 designers painted more than 10,000 for 8 consecutive days. The icons cost a lot of effort to produce them. “The cost of the process is too high and the difficulty of implementation is very high.†How to realize the production of large-scale production of original designs and transform them into products that consumers like, designers need to experience life, stay close to the market, and study the needs of consumers. It also requires the company to form a good communication and run-in with it. Always insisting on originality, Qumei, which advocates Nordic style, has also fallen into the dilemma of product and brand style in cooperation with big-name designers in North America and Italy. Qumei Furniture used process-oriented and advocated curved wood. However, after the designers designed it, “the products are really very design, dealers feel very good, but everyone does not know how to promote.†Qumei Furniture Group President Wu Nani believes that in the process of original design, how to original, brand DNA is an important determinant, "to organize products, brands, style positioning needs to organize design, manufacturing, channels and other aspects of resources." Far more than a single show Although the company that predicts to join the original army will gradually increase, but these original pioneers also realize that if you want to stay ahead in the fierce competition in the market, it is not enough to have original design. In the eyes of the industry, it is an inevitable choice for enterprises to cooperate with professional design teams to develop original products. “Design teams can design according to the needs of the company, and can quickly get market response through the enterprise.†Cui Chunyu said. She believes that another realm of original design is to lead consumer demand. In addition to furniture products, companies provide a whole new style and atmosphere through the use of accessories and Other Products to achieve overall collocation. "The competition of furniture companies in the future must be the competition of the supply chain." Huari home executives said that enterprises need an open mind to open up the design, manufacturing, and channels. "If you want to continue to lead, you must join forces in the supply chain." "Qumei Furniture, which is at the forefront of original design, has also passed the "design-oriented" era. “We have moved from a single product offering to a global functional home.†Wu Nani believes that in the future competition, “design is just one of the factors. The company is committed to innovation in integrated modules such as supply chain, management, channels and services. It is especially important."
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