Original furniture to do "Internet +" copyright issues must be resolved

The furniture and home decoration industry is a traditional advantage industry in Shenzhen. Shenzhen has once also gathered a wealth of resources as a source of domestic industry, and has produced many first-line brands. According to public data, the furniture and home furnishings industries contributed 200 billion yuan of manufacturing domestic sales value and 10 billion US dollars of export value to Shenzhen.

Shenzhen has also become a distribution center for the production and procurement of furniture and furniture for the whole country and the world.

As a “design capital” recognized by UNESCO, in recent years, Shenzhen has continuously improved the originality of home and home decoration design. The brand of Shenzhen, special, free workshop, and special brand has built “Shenzhen Special”. Drive the original designer brand alliance.

The original designer brand in the growing stage faces different risk challenges than the big brands, but also has unique market positioning and advantages. How do they survive? How to integrate Chinese traditional aesthetics into creative design? How to interact with contemporary life with original design?

A few days ago, an "Original Design and Contemporary Life" event was held at the Art Exhibition Center. The Nanfang Daily reporter interviewed Kong Wu, the chairman of the "Shenzhen Special Drive" original designer brand alliance.

Talking about design

Taking advantage of the trend is beauty

How does Chinese original furniture design reflect the traditional cultural heritage of the country?

Kong Wu: The topic of my speech is “Borderless Structure”, which means that people are used to observing life from the perspective of design, and the trajectory of life cannot be preset. Everything has its own attributes, and it is beautiful. Design should not be limited to metaphysical styleism, but also focus on the inner feelings of a better life, exploring the possibilities of a variety of materials.

From my personal point of view, design is not considered to be a tradition or a contemporary design. But after all, it is Chinese, and traditional culture is a natural element.

But the traditional beauty does not need to be too straightforward. This is a question of "walking" and "meaning". The Chinese furniture tradition is closely related to etiquette. If you want to embody a traditional culture in your home design, you may want to consider it more spiritually. For example, to make a chair is not to say that some traditional Chinese symbols can be added to the chair, but to hope that there is a Chinese momentum as a whole.

China is now in the midst of a renaissance of traditional culture. The demand for furniture in the market, whether it is ordinary consumers, design companies, investors in hotel clubs, they tend to Ming and Qing furniture. But the Ming and Qing furniture we see, not everything is beautiful.

When we do original furniture design, we don't necessarily have to cater to this demand and trend. We must really have our own thinking and understanding. We must think more from the perspective of "Italian" and integrate traditional aesthetics into modern ones. design.

Talking about the market

Increased demand for original design

When it comes to market demand, what is the current market situation for designer furniture brands?

Kong Wu: The market is really difficult. The real economy is not good enough to affect the entire real estate industry. Although Shenzhen's property market is slightly better this year, other cities across the country are not optimistic, and our customers are nationwide. Furniture is closely related to the real estate industry. Real estate is prevalent in the early years, and our high-priced creative furniture is very popular.

The situation is not good, we are also saving investment. For example, this year's "special drive" alliance has pushed down many exhibitions, including the Shenzhen Furniture Fair and the Shanghai Home Show. In the past, we often went to exhibitors, and the show could bring direct customers and orders. Many foreign dealers come with demand. However, this year, there are fewer people coming and the transaction amount is relatively small.

At present, the original brands of the "Special Drive" Alliance are cultivating internal strengths, developing new products, and making some storefront adjustments.

How does the original design furniture brand survive in a bad market situation?

Kong Wu: Although the environment is not good, there will be more and more demand for original design. In the past, many hotels, clubs, and tea houses often used furniture that mimics Ming or Northern Europe in order to achieve some oriental mood. But now, our brands are getting more and more attention. More and more customers realize that the importance of integrated design, such as architectural design and interior design, furniture and ordinary and even popular, will reduce the overall effect. The feedback from these customers will give us a lot of confidence.

In terms of design level, at present, some good original furniture designers in China have reached the international level, but furniture designers are also faced with communication problems with architects and interior designers. If interior designers are very familiar with the design of furniture, they are willing to really choose products with more features and more suitable, the original design furniture brand will survive a lot better. The price of the designer brand will definitely be more expensive than the mass brand. Our target customers are mainly hotels and design companies. Such groups need more communication and understanding.

Talking about channels

The copyright issue is to achieve the "Internet +" bottleneck

As the cost and risk of physical stores grow, do original designers use the Internet for sales?

Kong Wu: This is an era of "Internet +". Generally speaking, all goods can be sold on the Internet. But one problem is that the store positioning on Taobao is popular and the price is very attractive. In contrast, the designer brand has no price advantage, because the designer brand does not rely on the “quantity”, we rely on the “quality”. But the form is slowly changing. I recently paid attention to the information of online furniture stores, and I will also look at some of the better products on Taobao Tmall. I found that from the beginning of clothing, not everyone on Taobao only sells bargains, they will slowly respect the original design, and the furniture has such a sign.

In addition, the more critical issue is that plagiarism on Taobao is too easy. Designers are very worried about this. If Taobao has certain protection measures for intellectual property rights, or separates an original area, enters the threshold, has a punishment mechanism, and builds a sense of trust. Slowly, more and more original design furniture brands may adopt this channel.

For more information on China's furniture industry, please pay attention to the official website of Xianghe Furniture City ().