Modern home furnishing trends
Interview guest: Wang Fuhuang, Zundian Brand Design Manager of Hong Kong Xingli Group
Zang Weidong, R&D Center Manager of Hong Kong Xingli Group
p>Fan Shanshan, Deputy General Manager of Beijing Ayris Furniture Co., Ltd.
Location: News Live Room of the 18th Shenzhen International Furniture/Home Accessories/Furniture Ingredients Exhibition
< p>Hello, all netizens of Focus Decoration and Home Furnishing Network! This is the live broadcast of the Focus Real Estate Network of the 18th Shenzhen Furniture Exhibition. What is currently going on is the forum on furniture design trends and consumer concepts in 2006. We will broadcast the whole process live through Sohu.com, Focus Decoration Home Network, and China Furniture Network. Let me first introduce a few guests. This is Ms. Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd., this is Mr. Zang Weidong, manager of the R&D center of Xingli Group in Hong Kong, and this is Mr. Zang Weidong, the manager of Xingli Wanjia Supreme in Hong Kong. Brand design manager Mr. Wang Fuhuang.The topic discussed today is "Furniture Design Trends and Consumption Concepts". To a certain extent, furniture is the best medium for people to realize their living ideals. Predicting furniture fashion trends can guide the update of consumption concepts. Personalization, environmental protection, and humanization have become new trends in modern furniture design.
There is an information on the Internet, and there is a passage in it that I will read to everyone. The production model of the fourth generation of furniture designers has new developments. Designers can obtain bank loans to build their own companies, experiment, Producing products, to this extent, furniture designers have reached a level that can influence many related industries. The designers of the fifth and sixth generations are the current designers who are active on the front line. There is also a saying that China has not yet matured modern furniture designers. Furniture design is a kind of In product design and interior design, having a concept first and then convincing customers is incredible for large-scale production of furniture. Therefore, furniture designers must pay attention to the consumer market.
Today we have invited several designers, as well as market and brand experts in our industry, to discuss this topic related to furniture design.
Focus on Decoration and Home Furnishing Network, how do you evaluate the current situation of China’s furniture design industry? How do you understand today’s interview program?
Cang Weidong, manager of the R&D center of Hong Kong Xingli Group, gave us a topic today about furniture design trends and consumption concepts in 2006. The first half talks about design trends, mainly for enterprises. The latter is the concept of consumption, which is mainly aimed at consumers. For enterprises, our idea is to first grasp the fashion trends. There are good and bad fashions. What is needed by society and accepted by families is a good fashion. Influenza is also popular, but it may not be a good fashion. Many domestic furniture companies are also suffering from influenza. The symptom is that small companies copy the designs of large companies, and large companies copy the designs of international companies. Under the current situation, it takes a while to reduce the fever or recover.
There are several reasons for this. First, we do not have a mature group of designers to do design. In addition, some companies’ eagerness for quick success and quick profits has led to the epidemic situation among furniture companies. At present, in companies like ours, the birth of some excellent designers has enabled the company to develop towards a more lofty ideal of being a century-old company, and it has continuously prompted us to strengthen the design aspect, which is very important.
The current situation is that of a common cold, which is now receding and moving in a healthy direction. In terms of consumer trends, five years ago we were still in a seller's market. We were just selling, and with a little packaging, we could sell well. But as consumption levels increase and our market products become more and more abundant, it has now become a real buyer's market, a market for consumers. On the one hand, there is a price war between enterprises, and on the other hand, there is financing and mergers and acquisitions. As a consumer, on the one hand, you are watching the battle, and on the other hand, you are becoming more and more rational. This is an inevitable and a current consumption situation.
Focus Decoration and Home Furnishing Network seems that you have done in-depth research in this area. Just now we talked about some of the current status of the furniture industry. What are the popular trends in furniture design in 2006? To use a more humorous metaphor, "like the flu", we don't want to behave like the flu.
I would like to ask, in the new design trend changes, what are the new developments in furniture styles, styles, materials, colors, and craftsmanship?
Wang Fuhuang, Zundian Brand Design Manager of Hong Kong Xingli Group, in 2005, fashion furniture and classical furniture were mainly fashionable furniture. By 2006, panel furniture was in the second level due to its simple structure, relatively high production efficiency and low cost. The market has played a leading role, especially OEM furniture. With the tilt of the country's ethnic policy, it has slowly been combined with the sales of panel furniture. Panel furniture can also be integrated into an atmosphere of modern furniture to provide the majority of people in cities and towns. A beautiful and comfortable home environment. The other type is solid wood furniture, because this type of furniture is basically more professional in terms of shape and craftsmanship. For example, Nordic furniture and some classical Chinese furniture are made of solid wood and are favored by consumers such as villas. Because solid wood furniture is an attached form of Chinese classical furniture and Chinese culture and art, reflecting the artistic style and philosophy of ancient China, as well as some concepts, it has certain collection value, so it is of great value to consumers. It is also popular to a certain extent.
The furniture design in 2006 is to learn the diversified styles of clothing design, and it is developing in a diversified direction in terms of materials and colors. Especially the colors. From this year's furniture show, we can see that the colors of these furniture are colorful, especially the emphasis on children's furniture, using large areas of color, basically entering a fashion stage, showing the diversification and diversity of modern furniture. Full of individual needs.
Does Focus Home Decoration Network have any new developments in technology?
Wang Fuhuang, Zundian Brand Design Manager of Hong Kong Xingli Group, will pay attention to the beauty of structural design, overall connection, and structural beauty when it comes to solid wood furniture. There are also connections between metal and wood, connections between metals, and some mesh designs. When we looked at furniture in the past, we used to understand it in terms of simple panel furniture, that is, flat, but now it has developed into a curved structure.
The craftsmanship of Focus Decoration Home Network has changed a lot from before, that is, some lines have been added and some new methods have been added.
Wang Fuhuang, Zundian brand design manager of Hong Kong Xingli Group, embodies the beauty of structure.
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, the whole trend is to strive for excellence, such as the splicing of wood, and some professional aspects are worthy of attention. Many companies are also paying attention to quality and constantly improving these details. , we are doing details that we usually don’t pay attention to or can’t think of.
Focus Decoration Home Furnishing Network’s current furniture pays attention to details.
Wang Fuhuang, Zundian Brand Design Manager of Xingkong Xingli Group. The traditional structure was the kind of structure made by our carpentry masters in the past, but now it has returned to the manual structure.
How can the colors and techniques of Focus Decoration and Home Furnishing Network be in line with international trends, so as to be closer to international trends?
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd. The main elements of domestic furniture now come from Europe and Italy. Our country is still relatively blindly following Italian style, including fashion and furniture design. Mr. Zang also mentioned just now that he has grown up slowly from his original immaturity. Another issue that has attracted more attention in the past two years is the issue of fashion trends. We must grasp the fashion trends and pay attention to the practicality, usability and environmental protection of the entire product. Some manufacturers blindly follow the style and style, but the practicality of the furniture should still be paid attention to. The furniture must be used when you buy it home. Some domestic products promote their functions, but domestically they are not particularly good at this. The color is not captured very accurately. The overall feeling of the big picture is like this. As a brand, its key point is to grasp the issue of market positioning. How to position the product and what the entry point is, must be strictly combined with our R&D products.
Focus on decoration and home furnishing network research and development must take the lead.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd.
Many domestic companies have copied the Focus Decoration and Home Furnishing Network.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd., only read the table, not the inside. Now we are digging deeply and carefully. We must combine the practicality and beauty of furniture to make the furniture look good and easy to use.
Environmental protection has also attracted attention in the past two years. Our Ayris passed China's ten-ring certification last year, so that everyone can buy with confidence. While we are pursuing quality, health is also a big concern. From the procurement of raw materials to the control of raw materials, there are still some domestic suppliers of raw materials that cannot meet the standards. This is also an issue that everyone should pay attention to. From our early design, style, market positioning to post-production, to the practicality of the furniture, everything should be combined together. These are all very important.
Mr. Fan of the Focus Decoration and Home Furnishing Network has just answered in advance the questions I am going to ask below. What I want to ask is how to combine furniture design with corporate brand operations and marketing. There is a saying that current furniture design seems to be out of touch with the market, and furniture designers seem to be at a disadvantage in this industry to some extent. What do you think of this problem?
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, I think furniture designers do not have a weak voice. People who say this often have not fully used their own strength.
There are several reasons for this. First, some companies do not pay much attention to him. The second is whether he himself has achieved this ability. Nowadays, more and more attention is paid to furniture design. Since furniture design receives such attention, and with the support of the leadership group of Xingli Group, we attach relatively high importance to the company’s furniture designers. Our designers should exist relatively high status. The reason why I say this may be that people think that designers cannot really use their own skills to implement their own designs, and it depends on the boss's wishes.
If the designer's design ideas are strong enough, his ability to express the product, his ability to guide the product, including the marketing guidance of the product will have a comprehensive thinking problem, he can convince the boss. The current situation of our designers is that after the design group allows designers to grow, many designers have grown up with independent design ideas in large companies. Our design power will become more and more powerful in the future, and we should develop in a good direction. .
Furthermore, the stronger the sense of responsibility our designers have and the greater the responsibility they want to bear, the more say the company will give you. But if you think you are a supporting role, you will get less say. This is a question of the designer's ability and attitude. If the above two points can be solved, the designer's right to speak will not be a problem. This comment may only have been made a few years ago, but in recent years designers have become more and more vocal.
The topic of Focus Decoration and Home Furnishing Network reminds me of the interior designers in the past two years. They have gradually emerged. This may be a feeling of accumulation. Shenzhen is a very open city, with many The idea is at the forefront, why did the designer emerge so late? Designers in the furniture industry are also similar. I believe it is another way of accumulation. Some good designers will eventually emerge.
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, will become more and more obvious as the industry develops. In Italy, a teacher taught a class called "Design Marketing." Our marketing department's product design alone should be a comprehensive subject, and it can only come to life when design and marketing are combined without boundaries.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd., cannot leave the market. I think this is very critical.
Zang Weidong, Manager of the R&D Center of Hong Kong Xingli Group, design and marketing should be completely integrated, and products that meet these requirements should be promoted to the market. He put forward a point of view called "design marketing".
Focus Decoration Home Network brings us to the next topic, how to organically combine furniture design and interior design. What is the impact of furniture design and interior design? There is currently a trend to choose furniture first and then carry out interior design. This is a new trend in Shenzhen and some developed cities.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd., just now our Wang Gong talked about two series: classical and modern. Now the furniture is neoclassical, classical, and simple and fashionable. It still depends on the personal preference of the decoration, whether it is a simple style or a medieval style. You need to distinguish this clearly and master this point before you start, starting from the elements of the decoration and the selection of products. Make sure the decoration and furniture are in the same style.
If it is a European classical series, it must choose more classical style furniture, such as solid wood furniture, or the overall strategy can create a more retro style. Simple and stylish furniture is now made better by several domestic companies. I think it has a pure simplicity. Furniture decoration is inseparable from interior design and should be matched together.
Focus on Decoration and Home Furnishing Network This should be a good trend for the furniture industry. Unlike my previous friend said, it may be more troublesome for him to buy furniture after completing the in-house design.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd. Maybe the furniture is not in harmony with his interior design. It’s possible that the designer is irresponsible and installs it first, then this problem may arise if the furniture elements are put in later. Finally, the owner will like other styles of furniture in the future, so the combination will look very inconsistent.
Focus Decoration and Home Furnishing Network is not in harmony with his overall style.
Wang Fuhuang, Design Manager of Xingli Vanjia Supreme Brand, because furniture is a specific thing here, it will be more troublesome to choose after decoration, so you should choose the furniture first and then determine the decoration style. You can confirm what style you like and combine them together. If the function of the furniture is ignored, the overall style will not be unified. If the interior decoration is done first, it is like buying clothes without trying them on. This may cause problems of inconsistency in size. Now we see many cases where the decoration is still incomplete after decoration. It needs to be renovated repeatedly, or the planning is chaotic.
This popular trend of Focus Decoration and Home Furnishing Network may to some extent reflect the increasing cultural and aesthetic levels of our owners. In the past few years, I had decorated the house first and picked out whatever I saw. Nowadays, not only do you look at the furniture first, some of them are custom-made, and sometimes the owner personally participates in the design, which is closer to foreign DIY.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd., because everyone’s aesthetic index has improved in the past two years, if the designer is very capable, there will be a good relationship between him and the owner. With good communication, the things he designs will be well integrated with all the products in the home. Some of it was the designer's misdirection, coupled with the customer's unclear explanation, which ultimately led to some conflicts.
If the interior designer of Focus Decoration and Home Furnishing Network is more responsible, he may consider this factor in advance, and maybe the final work is okay. But if you just want to finish your own work and leave it to the owner to do it later, it is very likely that some problems will arise.
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, will check whether the owner approves your design project. If so, he should take the initiative to communicate with the designer. In the past, why could interior decoration come first? He could consider making furniture, but now the quality of made furniture is increasingly failing to meet the needs of consumers. He feels that he should go to the mall to buy furniture. Since he wants to choose brand furniture, he must cooperate with decoration. Do it together, so buy the furniture first and then unify the decoration style according to the style of the furniture. He has to choose between not being able to modify it at will or being able to modify it at will, and make modifications based on the possibility of modification.
Focus on Decoration and Home Furnishing Network is a change for the furniture industry. Nowadays, furniture showrooms and specialty stores are also very professional. As long as the owner sees the furniture in advance, he basically knows what he likes. Style, he will combine it with the style of furniture when designing interiors. We are all in the industry. I would like to raise a common question, which is also an issue that everyone is more concerned about, which is the intellectual property rights of furniture design. I don’t know how you think about this issue.
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, I think it is a problem of insufficient power. Up to now, we have applied for patents every year, but the role of this patent is insufficient to protect us. Just like the ancient moral saying of Jianghu, we designers also have a concept that you can't copy what I've done. The boxing I invented can't be learned by others, and can only be learned by apprenticeship. But our designer’s world has not yet been formed, so there is no morality to speak of.
If a designer has an independent image, this is made by a certain designer. If I want to be like him, do I have to establish my own characteristics? Only when the world is formed can this be achieved. concept. At the beginning, no one knew who was who. They were all fishing in troubled waters and copying whenever they could. It was also difficult for the country to maintain this area.
Because if you apply for a patent on your own intellectual property, you cannot be held accountable in 80% of similar cases. It is difficult for furniture designers to protect their own intellectual property rights. The most important point is this "Tao", which is a sense of morality. Just like foreign designs are maintained through systems, they are not necessarily maintained entirely through this form, but must be maintained through one's own inner atmosphere.
Focus on Decoration and Home Furnishing Network From the perspective of a business operator, Mr. Fan, how do you view the issue of furniture design patents?
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd. From the current situation in China, it is very necessary to have a standard. Furniture design is one aspect. Now we cannot say that we always emphasize the product itself unanimously. We should also look at it from a big starting point, from the market positioning, from the product research and development, from the quality assurance, not from a Evaluate the core competitiveness of an enterprise by points. The core competitiveness of an enterprise is a relatively complete carrier of the enterprise team. It is not evaluated by a single point. Of course, design is very important. If the design is emphasized blindly, but the overall positioning and market integration are not emphasized, the enterprise as a whole cannot be fully expressed. Regarding the issue of intellectual property rights, in fact, China's furniture industry has been growing in the stage of exploration, development and maturity. Just like a person, some people will not be able to speak if they are born without learning how to speak, and their ears will not be able to hear. A deaf person and a mute can learn from each other in our overall Chinese environment, but it is very important to refine one of their own selling points. They cannot completely imitate or plagiarize blindly. They do not have a characteristic of their own. You should first find your position. After you find your position, you can improve your advantages. From a product development point of view, if we are all solid wood, which point of the solid wood is highlighted? It is the tenon structure of pure solid wood. , or other methods, a product is his point, and it is very important to combine it with his style and the product itself.
Focus on Decoration and Home Furnishing Network Maybe this is also a problem in the industry.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd. I think designers should guide how to use this furniture and how to integrate it with interior decoration, and they must take customers into consideration. Whether our designers follow blindly or finally achieve their own characteristics, there is a period of growth. Our furniture design only has a history of ten or twenty years, and everyone is in the stage of learning and improvement.
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, must allow others to imitate.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd. There are also some companies in China that are growing well, including Xingli Group, which has its own style.
Focus on Decoration and Home Furnishing Network Just like when we were studying design, there was a saying called "from copying to surpassing", otherwise there would be no works.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd., said it like singing.
Zang Gong, Focus Decoration and Home Furnishing Network, how does your company do brand operation and design?
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, guides the trend and promotes popularity. Popularity must take a process to become popular. If everyone does not recognize it, it cannot become popular. When companies consider this product, they should also consider whether it has volume and how this volume is formed. To promote popular talk, you need to have a trend-setting position in a large company. Our Ou Rui brand was not available in furniture in 2001. When white furniture appeared, Ou Rui designed white products from the beginning. The reason for using white is because it is a classic color. Like a white shirt, everyone can wear it. It is the most obvious color and is also the most popular color. The most conservative color, and at the same time based on German elements, some of the quoted styles were promoted, and later became a great success. In 2003, a large number of white furniture trends appeared.
Quality furniture caters to our current graphite era. It feels like returning to nature. People’s psychological needs are like this. Quality furniture will be born. With the evolution and development in the past few years, In 2006, we launched a concept of "collecting taste and improving culture", using a series of famous watches as a positioning. The concept of watches is a taste of collection, and it is very sophisticated. Upgrading furniture is one of the most popular products, so we Using "enhance culture", if we can truly "collect taste and enhance culture", it should be able to lead a trend. Once this trend is formed, it can also lead to popularity.
Our company is also constantly exploring the environment and factors that lead the trend, and then slowly moving forward, the company will make profits, and then we will study the future development path.
On the basis of leading the trend, Xingli, the focus decoration and home furnishing network, also makes relatively large quantities, so that the enterprise will become larger. However, there are some companies that have highly personalized products but do not have a large volume. These products seem to have developed rapidly in recent years. Its personalized development is relatively strong, and sometimes it even looks weird. What do you think of these product developments?
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, is developing in a diversified way. The entire consumer group is in this state, which is a popular state, and the demand for diversification is growing. Diversification will inevitably lead to the birth of more personalized products. As a large enterprise, it is necessary to consider the issue of recruiting alumni into production, taking quantity as the consideration. But personalized needs are also what we are exploring. Now we are proposing the implementation of standardization. The standardization positioning core as standardization will be used freely when forming an outer framework, so as not to affect our production, so as to satisfy personalization. The production can meet personalized needs. Of course, the very personalized products that are emerging now, and the products that are highly differentiated, also have their specific consumers. As long as the product is good, as long as the product has highlights, some people will like it.
Focus on Decoration and Home Furnishing Network This is a trend of fashionable design furniture consumption. This is a relatively new statement. Now let’s discuss a lighter topic. Nowadays, many furniture brands like to find celebrities as their spokespersons. What do you think?
Fan Shanshan, Deputy General Manager of Beijing AIRIS Furniture Co., Ltd. AIRIS In 2005, we signed a contract with Hong Kong movie star Ms. Anita Yuen and asked her to be our image spokesperson. This is a way to develop the brand. It is an inevitable trend and a bridge between celebrities and brands. This is a promotion strategy of the company, including many companies now. At first, the clothing industry hired more spokespersons, and now furniture is becoming more popular. Qumei hired Ge You, and Dynasty hired Guan Zhilin to promote furniture products through celebrities. The furniture brands in the past two years were not so perfect. In the past two years, everyone has gained some recognition of this brand. Overseas, it is a century-old store, but domestically, it is a ten-year-old store and a twenty-year-old store. There are not many such companies. Using celebrities to give everyone an impression is just a bridge. What really matters is the quality of the product itself.
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, I think hiring celebrities is a double-edged sword. If you want to promote awareness, you can hire celebrities, but the huge advertising costs will also put a certain amount of pressure on the company. If If we invest in the transformation of our production lines, we may be able to improve our products even more.
Focus Decoration Home Network has done more professionally.
On the one hand, Zang Weidong, manager of the R&D center of Hong Kong Xingli Group, can increase his popularity, but on the other hand, he will invest a lot of money in advertisers. Our Xingli Group currently has no celebrity endorsement status. It should be said that this is a trend, and we will do it in the future. We are not doing it now. We focus more on product construction.
Focus Decoration and Home Furnishing Network cannot be said to be a quick success, it must be a matter of course.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd., should have a reasonable fee. For example, how much is the annual advertising sales, and the proportion of how much I spend for publicity. Enterprises should be divided into several parts, ranging from R&D expenses, early advertising expenses, to later management expenses.
The difference between small companies and large companies is this. Some bosses really care about their eyebrows and beards. They are both designers and all aspects of the early stage. They may not be good at any of them and are not particularly professional. This may have something to do with the business. It is important that leaders have different ideas.
Each place has a reasonable allocation. We are inseparable from the overall design and marketing. This is also inseparable. The brand should be given a reasonable position. Good wine is also afraid of deep alleys. If your company just insists that its craftsmanship is good, but people don’t know you and won’t recognize you, you must have a favorable publicity to let everyone know. This is very critical. Why do you not know the brand of so many domestic furniture? I think we should do a lot of publicity through the media to let everyone know and spread the word.
Focus Decoration Home Network This is a very good model.
Fan Shanshan, Deputy General Manager of Beijing Ayris Furniture Co., Ltd. This is undeniable.
Focus Decoration and Home Furnishing Network may have a new problem. Many furniture are culturally profound things. If you find a certain star, this star often has a fixed image in the hearts of ordinary people. It won’t be completely in line with the culture of your furniture. For example, my product was originally intended to appeal to all ages, but the stars I hired were liked by a certain group of people. This may be another problem in the double-edged sword.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd. Therefore, it is also very critical to choose an image spokesperson, and it is not just a random choice. (laughing)
Zang Weidong, manager of the R&D center of Hong Kong Xingli Group. If you choose a spokesperson with a healthy image, I don’t think it will affect the consumer positioning later, because the packaging of each product It’s different. People should pay more attention to the products. We have more than a dozen series, and each series has a different positioning. The image spokesperson should not have too much influence on the subsequent series. If it is a restriction, it is better not to hire one. The image spokesperson.
Fan Shanshan, deputy general manager of Beijing Ayris Furniture Co., Ltd. The packaging of furniture is different from that of milk. They need to be hyped and healthy, and their consumer base is also very large.
Focus Decoration and Home Furnishing Network basically looks for celebrities who can be seen the most to advertise, such as astronauts and super girls.
What we are talking about today on Focus Decoration and Home Furnishing Network is about furniture design. In fact, we also talked about some topics related to interior design. Thank you all for your participation, and I hope to have other opportunities to continue discussing with you. Thank you all!
Reference: /news/2006-03-20/54807.html
Refer to IKEA furniture:
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