Rong Lin Shi Jia Qi Lin: Prove to the world that China has original design

Reporter: There have been several cases of furniture plagiarism in the Guangzhou Furniture Fair just after the end. I know that Ronglin’s family has done a good example in furniture rights protection many years ago. As an industry veteran, do you think that the current Chinese furniture industry is full of plagiarism and the status quo of the cottage? What are the reasons behind it?

Xianghe Furniture City official website recommended search reading: Guangzhou Furniture Exhibition Milan Furniture Fair

　　 The most important reason for plagiarism is the interest

Kirin: If you talk about the core reasons, it is very simple, it is an interest. Because everyone is well known, the reason why plagiarism is plagiarized is to plagiarize products that have already been recognized in the market. If you have already obtained certain economic benefits, everyone will adopt plagiarism for economic benefits. Of course, plagiarists are also divided into various kinds. Some people are driven by interests. Some people say that for their own survival, there is no way to plagiarize when they advance their business through their innovative ability. Of course, there are also opportunistic people. He thinks this is the easiest, because everyone knows that it takes a lot of risk to do original design, so the success rate of original design is not 100%, or even very low, and it is necessary to invest in the early stage. A lot of things, they will think that this is a more convenient way to copy a shaped thing to do.

The most important reason for today’s plagiarism is the interest. There is a potential reason behind it. It is chasing interests and has many resources to provide him with the possibility of realizing benefits, such as our laws, our market, Our consumers, and even our channels, allow this plagiarist's living space to get their immediate benefits, so that more people go in this direction.

Rong Lin Shijia President Kirin

Reporter: Have you ever made a statistic, what is the manpower, material resources and time of a new product from research and development to design success?

Kirin: This is determined by the difficulty and richness of product development. It can be said that the birth of any product, from development to success, at least eight months to one year, can have a relative shape. The products let customers see that the cost of input is self-evident. Many of the materials you choose are different, the difficulty level is different, the cost is high and low, but in general, it is a big cost. Because the biggest cost is not how much money is invested, but the success rate is very low, and the risk factor is very large.

The biggest harm caused by plagiarism is the confidence of developing originality.

　　 Reporter: In addition to the plagiarism of consumers, I think the damage to the company should be the biggest: a product that has been invested so much for such a long time, developed, is easily copied, and the development of the company is also It constitutes a certain obstacle. What is the biggest confusion that plagiarism brings to you?

Kirin: Confusion is a core puzzle. After a long time of thinking, something that has spent a lot of energy on research and development is instantly copied. The way he promotes the market is simple, that is, through price and material savings. The way to compete with you, because he thinks that I can't surpass you in the market, the idea is not as good as you, but I have one thing, I can change the cost of cutting corners in some places to become a cost reduction to compete with you through the so-called material replacement. The biggest harm is the confidence of the R&D enterprise and the psychological damage of the company. In fact, when we first created, the so-called company has its own wishes, the impulse to create, and wants to pass a good product through its own creativity. It is an initial desire for one's own investment to become a liquid commodity through his own practice and let more people enjoy this fresh and beautiful thing. But this initial desire is quickly smashed by a bad means, the biggest damage is the damage to your mentality.

The possibility of “rejecting the cottage” is zero. It should be clear that “respect for originality”

Reporter: In the past two years, everyone has been calling for respect for originality. Rong Lin Shijia has had successful cases in maintaining originality. What do you think the company should do in “rejecting the cottage”?

Kirin: I first indicated that it is impossible to reject the cottage. It is not just the furniture industry. Now we see electrical appliances, clothing, movies, entertainment, and even songs. The possibility of rejecting the cottage should be zero. However, we should clearly know what is respecting originality. We cannot refuse the cottage. It does not mean that we must have a cottage. Now we are promoting the development of the cottage. This is a very bad phenomenon. Although we do not destroy it, we cannot destroy the cottage. But it can't be subjectively promoted. The market gives him a lot of channels for him to sell reasonably, and he is more widely recognized. Although the law has policies, the hardships and struggles with him have a long time, so that you feel like doing it. Very tired, very helpless. In addition, as a company, there are some things that we can't do. For example, we want to suppress the vicious cottage through our own strength, and we can't do it because we finally become the melee of the two companies. This can't be what we want to see. . There are a lot of things that need to be done first, but there are not many things that are core things. They need everyone to be self-disciplined, but this is not realistic. Some people don’t think that they are good cottages, but they are forced to innovate. Copycat.

Reporter: In the final analysis, we must improve the overall original design level.

Kirin: We see international development, Japan and South Korea, all originated from imitation and plagiarism, but the reason why they are leading in the world auto industry must be their own independent property rights, otherwise it is impossible to defeat the United States, now we I have never had to spend a lot of time doing it, but I have already had a result that you have spent a lot of time doing, and there are many people who have contributed.

Reporter: However, it is gratifying to note that this year's Milan exhibition Chinese companies have finally exhibited with their own designs, which is a very important thing for our industry or China. What kind of mentality is the Ronglin family's participation in the theme exhibition as a representative of this home furnishing enterprise?

The “Sit Down” theme exhibition aims to prove to the world that China has original designs.

Kirin: First of all, as our company, there has always been a desire to participate in the world's top Milan home furnishing exhibition, because Milan represents the commanding heights of the entire international home furnishing industry, has its so-called authority status, and said In fact, this exhibition was also selected for participation, not the initiative of the company, because we tried to take the initiative to present our ideas and applications to the main exhibition of Milan, are rejected. Because for many years, this year is the fifty-first, Milan does not welcome Chinese companies to show themselves, this time because China Beijing Home Design Week has a cultural exchange activity with Milan, jointly organized, some kind In the sense, it represents the design and manufacturing level of Chinese home furnishing enterprises, so we feel very proud. Really qualified to represent an industry and represent a country. I think this is more practical than a business exhibition. significance.

On the other hand, Milan is very sad about Chinese home furnishing. This time we want to prove ourselves, China is designed, and it is its own original design, not to learn from you. How to say it, deliberate proof, to correct a traditional point of view, the impression we left before is not good, now we have to tell him that the Chinese do not spit, this is a kind of sorrow. The Chinese actually love to be clean, and they don’t spit, but it’s a sad thing to tell people deliberately.

Reporter: I believe that this exhibition will be held, not to completely change the world's views on Chinese originality, but at least it will change the views of some people.

Kirin: At least we have some revenge. Let us know that there is such a thing in China. It is not simply invited. In the Italian exhibition, we saw the design of the Japanese, the design of the Nordic, and the international as an international The exhibition does not exclude the culture of aliens or outside, not Italy and Milan, but they really have not really seen the things of the East, because in their traditional concept, Chinese things, especially furniture, completely copy others.

Exhibiting product design concept highlights Eastern culture

Reporter: You mentioned to me in the past that this Milan exhibition, Rong Lin Shijia, has brought 11 products in the past. Can you briefly introduce us to the design concepts of these products?

Kirin: This time the theme product is called “sit down”. From the objective point of view, what is sitting down, mainly sitting, chairs, stools, etc., but in terms of meaning, why sit down, we have this Kinds of ideas, let us both sit down, because everyone knows that China's development is very fast, after 30 years of reform and opening up, the changes are changing with each passing day, but everyone does not have a calm look, just like a shadowless foot, fast Running, the moment is a big move, but the real details we have not seen, we have to calmly examine this time, why the development is so fast, let everyone have a calm mind.

The second one is to sit down with both the East and the West and sit on a stool. We treat it equally, always in the home manufacturing industry. We think we are squatting. They look at us with a condescending attitude. We are also this time. I want to sit down with them and they exchange their culture fairly. There is also a concept of sitting down. We have to let ourselves sit down and reflect on our industry. Our industry should go in which direction. We have to really understand ourselves, and this time we designed our teacher. LOGO is very characteristic. It is a panda sitting back. It is a special honor to say that a panda represents us. It represents China. Why is it a panda? Everyone knows that the volume is very large, but the character is very docile. Just like China’s current international status, the economy is very large. No matter the land area and population, it is one of the best, but it is not very fierce. Let the world fear it. Now China’s growth makes people think that they have to grow up. We are not overwhelming in a certain area. We have to tell them that although we are very large, we are going to peace with everyone. The attitude is coexisting.

Why is the panda sitting back? Everyone in the front of the panda knows the feeling of two round eyes, but there is no real understanding of the things behind them. We hope that this time we can not only see what we are facing, but also what we have on the back, I am simply Plagiarism, we also have our own creations.

Reporter: What are the highlights of our 11 products to share with you?

Introducing the highlights of 11 exhibiting products

Kirin: The product is like this. It is not broadly illustrated. Why is Ronglin's product selected 11 pieces? This is the most selected company among exhibitors. This is what we are proud of. This time we go. Everything has a typical oriental color. We are the seat of the traditional oriental culture. These things know that it is not with the West, but it is not a simple inheritance of our former ancestors. The things left in the Ming and Qing Dynasties, if that is the case, we might as well move to the Palace Museum, which may be more representative. We use modern ideas to understand the precipitation of our ancestral culture, so we are going to some of these products. We went to three times this time. One is harmony, the other is reunion, the other is meditation, three main works, we want to describe our culture, we are facing a so-called event change with a calm mind, we The main thing to go is this. We want to promote more humanistic and spiritual things. Therefore, the whole exhibition works are not so-called dazzling, one is unique, the so-called products are rendering the core concept of oriental culture, really sit down, and this kind of sitting is calm, atmospheric, tolerant, many things make people feel Sitting there is not angry.

Milan exhibition returns to hold product exhibitions

Reporter: On behalf of Chinese home furnishing companies to participate in the Milan exhibition, how will these products be promoted after they return?

Kirin: First of all, we think so. If we say promotion, we really don’t have a lot of ideas, because this time we are going to pay more attention to the significance it brings to the industry. The world knows the East. feel. And commercial promotion is not our complete core goal, but one thing we will affirm, we will let more consumers enjoy and use these high quality products through our channels, we will make a large country in the country. Regarding the tour of this product, we will describe this in the stores of various places. The story of the products behind the brand will be promoted on the spot. We also cooperate with all related brands in other industries, because this time Many brands representing the country are willing to work with us to contribute to the promotion of their own culture. The promotion we came back this time is to let offline consumers know more about and use them.

Reporter: When I talked to many designers, they said that China does not lack original design, but the lack of how to connect the design and the circulation market, I think we will consider investing in the market this time?

Kirin: The reason why Kyocera chose the most products is that it has been tested by the German market. All the exhibits are products that have been on the market for more than one year. They have been widely recognized by consumers, not only able to Look, but really can be used, the products on this exhibition are composed of two pieces, one is the design world, the products of the art world highlight the creativity and inspiration of the designers themselves, and the second is the design and business. Combined, this is what you said is a bigger difficulty. First of all, when a designer turns his ideas into entities, it is a stage. If you turn a creative idea into something that is like something, it is a difficulty in itself. When you become a thing, you see the hidden idea. It was accepted by customers at the time. This is a bigger challenge. The biggest advantage of Ronglin Kyocera is to accept this challenge and win the challenge.

The influence of the “sit down” theme exhibition on the original design of Chinese furniture

Reporter: For your theme exhibition, you are more concerned about its significance. Then what impact and significance will the “sit down” theme exhibition have for Chinese original design?

Kirin: The first one we have proved to the world is that in the Chinese home furnishing industry, we are not the only ones who can survive by plagiarism.

The second is to give an international cognitive assessment to the designers and design circles of the Chinese home furnishing industry. Last time I said, if the recognition given to us by the world is qualified, it proves that we are also accepted by the world culture.

Another point is that our country has attached great importance to it, or we have the ability to organize such a large exhibition to win its own place. This is also an opportunity for oneself, which is of great significance. In the past, we did not pay attention to the importance of home exhibitions, and paid more attention to film festivals, fashions, etc. In fact, in the art category, there are similarities in fashion categories, such as film festivals, fashion weeks, art fairs. Furniture, including housing exhibitions, architectural exhibitions, and automobile exhibitions, are all connected. Why do you not focus on the home industry? First, the furniture industry itself, this time, as Beijing Design Week, you can use furniture as one of the themes of Design Week. Because design is more than just furniture design, this time, furniture design is one of the themes, and it can cooperate with the largest international design exhibition in Milan. This is the biggest signal. We tell our industry that the country is supporting this industry. The development of the design.

Seeing the Milan exhibition needs a correct attitude

Reporter: You said that you have seen the Milan exhibition for three or four years, but you also mentioned that in fact, the Milan exhibition is not very welcome for Chinese people to participate in the exhibition. In this special year of 2012, do you have any suggestions or comments for the Chinese who went to Milan to watch the exhibition?

Kirin: I think it's still the case. Just look at your own mentality. Through your own behavior, everyone has to check it out. Self-discipline is not necessary. Because Europeans are still saddened by our days, they can’t wait to have More Chinese go, this market space is indispensable for them. This is bigger than the entire European market. They have no way to lose this product. On the one hand, they have to be careful to see if the person coming is not Helping him open up the market is still stealing his things and occupying this market. He is very scared. Now the mentality of Europeans is even more embarrassing. As a person in our industry, the most important thing is not to humiliate yourself, no matter what you are. Going for what purpose, but don't do too much, whether you appreciate, learn, or even plagiarize, plagiarism does not mean that plagiarism can't be eliminated, but the plagiarism is so despicable, you steal a photo or Information, this thing is too embarrassing, you are not affecting yourself, you are affecting a group of people.

Reporter: Thank you, Mr. I hope that during the Milan exhibition, you will send more Weibo to share your knowledge and feelings with your friends in China.

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