On April 11, the "9th China Real Estate and Pan-Home Industry Cross-border Summit and the 2019 Top Ten Chinese Architectural and Sanitary Ceramics Brands" hosted by the China Building Decoration Association and hosted by the China Ceramics Network "Awards Ceremony" concluded successfully at the Great Hall of the People in Beijing.
Han Jufeng, chairman of the Design Professional Committee of China Architectural Decoration Association, director of the Design Professional Committee of China National Architecture Research Association, chairman and dean of Beijing Overseas Chinese Decoration Engineering Design Institute, and senior interior architect, was at the summit He delivered a wonderful speech on "Co-creation, Sharing, Symbiosis - Design and Home Furnishing in the Digital Era", which benefited the participating ceramic brand representatives a lot. They saw the broad prospects and more possibilities of the integration of design value and building material value, and provided ceramics with a bright future. It provides a useful reference for brands to use design to connect users.
Chairman of the Design Professional Committee of the China Architectural Decoration Association, Director of the Design Professional Committee of the Chinese Ethnic Architecture Research Association, Chairman and Dean of Beijing Overseas Chinese Decoration Engineering Design Institute, Senior Interior Architect Han Jufeng
The following is the content of Teacher Han Jufeng’s speech, please read it carefully.
In the past, product designs were rich, colorful, complex, and simple in function, but the products were highly recognisable. But now we have discovered a problem: the brand, shape, and recognizability are getting lower and lower. , consumers focus on functionality, ease of use, and technological innovation. Consumers actually don’t care what brand you are, so we need to know what the value of the brand is.
"If we have new design software that can be applied now,
What does the designer do? ”
In fact, designers should do the originalIt only makes sense to use this software for home design. Otherwise, consumers will not have a high experience with all the finished products of your software. But as we just mentioned about the channel issue, after the design is completed on the design side, all the In the material library, all home products are reflected in the effects. This actually enters the sales end, that is, sales enters the design, and design penetrates into product research and development.
The fission of channels actually means that future design will replace some channels to a certain extent. After the designer completes the design, the brand will directly use the brand's products for research and development, and during the product development stage, it can be used in the design Experience it inside.
Therefore, only by allowing designers to conduct research and innovation on the shape, personality, technology, and craftsmanship of home products, your products and brands will show a certain vitality.
In future design, designers can only truly co-create with product developers. Only then can future design platforms and design software be truly meaningful and truly applied. Otherwise, even if new artificial intelligence technologies are developed, Intelligent design software cannot realize design because its material library, that is, the source stuff, cannot be updated. Therefore, in the future, designers need to link up with home furnishing companies to achieve sharing and co-creation.
How will home products and designers survive in the future?
Co-creation, sharing and symbiosis.
In today’s market, design companies are also transforming and reorganizing, and cloud computing, big data, artificial intelligence, VR, BIM technology applications, and technology updates have directly changed the designers’ Work styles and professional boundaries.
Changes in the channels of home furnishing and building materials have directly defeated many brands, so we need to reposition the value and vitality of the brand. Today's young people are increasingly demanding brand experience, but why do niche brands, especially designer brands, sell so well? Because mainstream consumption is all about young people in the future.
First, the life cycle of household products has changed.
Today’s era advocates “customerism”, and customers are always young. Even those born in the 1960s are young in appearance and mentality, and their lifestyles are always constantly updated. They experience The idea of supremacy is becoming more and more obvious.
So in this case, the life cycle of each product appears to be very short. Unlike in the past, consumers could eat a product for a few years, but now it is good to eat it for a year. , we have to constantly iterate and update. Therefore, when the life cycle is getting shorter and shorter, consumers are getting younger and younger. As a result, young consumers no longer take the brand as the guide for consumption, unlike our consumption in the past. Focus on brands, but new experiences, new technologies, and new models.
It is necessary to add new life forms to traditional product research and development, including new living habits and details. Today's space design methods and characteristics are also changing.
In the past, designers focused on space modeling when designing interfaces based on “shape”. But now, designs centered on “experience”, like the shapes of mobile phones and speakers, are no longer Factors, and found that the appearance of cars like BMW and Mercedes-Benz are becoming more and more similar. If the logos were removed, you might not be able to tell what brand the car is.
Why? Can it be said to be plagiarism? No, this is not simple plagiarism. Doesn’t Germany’s BMW have the ability to innovate? This is not the case, because styling is not important. Nowadays, consumers are paying less and less attention to product styling. Although styling is also important, its role has been declining. It’s primarily experience-centered design that counts, not style-centered design.
Second, in the past, "visual" innovation was used as a means, but now "full-dimensional creative" design is the focus.
In the past, material dealers liked to chase designers, now it is mainly based on technological innovation and cross-border cooperation. Today, consumers’ aesthetic styles are becoming more and more uncertain. From style diversification to uncertainty, and then to aesthetic blurring, this is a common design feature now.
Nowadays, the relationship between most designers and home building materials products is called mutual empowerment. It is not just a single operation of designers giving building materials design drawings. Building materials can also guide designers to make innovations. Even lead the designer's design. In the past, we relied on material performance, but now we rely on technological innovation. From the past users of materials, to now it is the design and opening of materials.
With market uncertainty affecting the vitality of enterprises, the key is to refresh the technology product structure. It is very important to maintain the vitality of a symbiotic structure.
From this point of view, the design characteristics of the traditional market and the design characteristics of the future market have several characteristics: in the past, it was dominated by styling, and in the future, it will be dominated by personalized experience; in the past, designers and home furnishings Products have a parallel relationship, but now they are integrated; in the past, it was a single technical cooperation, but now it is a cross-border integration of multiple disciplines and industries.
According to the demand characteristics of future products, it is also reflected: in the past, consumers were passively allowed to choose, but now they are customer-centered and actively adapt to consumer needs; the quantity of products is accurate When it comes to mass production, it means customization, rather than blindly doing mass production; the product catalog is not a fixed catalog, but a product catalog without a product catalog that focuses on design customization.
Designers, consumers, building materials and home furnishings are called collaborative existence. In fact, no matter how big your brand is for a product, if it loses its coexistence with consumers, the brand will disappear no matter how big it is.
For example, in the past, Nokia and Kodak were very big brands, but due to changes in social mechanisms and consumer living habits, there was no complete dependence between them and consumers. Now Apple, Taobao, and many other companies are completely dependent on consumers and are loved by consumers.
Third, the product brand effect has changed.
Nowadays, brands, loyalty, and value have begun to decline. In this case, consumers do not pursue brands, but only pursue a technology and experience. After the brand competitiveness is reduced, technological innovation is particularly important, so we say that innovation is the core competitiveness of the enterprise, innovation is productivity, and the connotative value of the brand is constantly updated.
The "symbiotic" structure formed by designers and home product companies continues to generate new technologies and new ideas.
Within the industry mechanism, the products of building materials companies can inspire designers, and the products and materials designed by designers can update the design platform at the same time as the building materials and materials, which is the future production platform. Otherwise The design platform will create a bottleneck and cannot be truly used.
If designers and companies coexist for a long time, companies must invest both capital and talent.
Compared with the current state of existence, the traditional state of existence is to "win" as the goal, but now it is "symbiosis" with consumers. In the past, the way of survival was to kill the opponent, but now it is Consider a win-win situation with your opponent.
For example, Apple and Microsoft were deadly rivals in the past, but now the two companies have reached a deep cooperative relationship, because only coexistence can achieve win-win and symbiosis. It’s not that the goal is to win, but that the goal is symbiosis with demand and consumers.
In the past, companies were brand-centered and always wanted to expand their brands. How to make their brands valuable? They even wanted to make their brands bigger and sell them. But now they have become consumer-centered. , this is a change made according to the market.
Seeking a model of common growth, consumers, designers, and home materials products form a dependent model and become part of consumers' lives. Only by constantly refreshing ourselves and forming a mechanism structure of symbiosis, sharing, and co-creation can an enterprise last long.
Gathering of guests at the summit
List of winning brands in the 2019 "China's Top Ten Architectural and Sanitary Ceramics Brands" list:
Top Ten Ceramic Brands in 2019
Wells Ceramics, Qianghui Ceramics, Shunhui Ceramics, Nengqiang Ceramics, Jiajun Ceramics, White Rabbit Ceramics, Golden Silk Yuma Ceramics, Big Horn Deer Super Wear-resistant Marble Ceramics, Tongli Marble tiles, Lion Ceramics
Top Ten Bathroom Brands in 2019
Jiumu Bathroom, Yigao Bathroom, Emperor Bathroom, Eagle Bathroom, Langjing Bathroom, Hengtong Bathroom, Huihuang Bathroom
Top Ten Tile Brands in 2019
Jinyu famous ceramic tiles, Lijia ceramics, Laideli ceramics, Dajiulu super wear-resistant marble ceramic tiles, General ceramics, Huiya ceramic tiles, Asian ceramic tiles, gold medal Asian ceramic tiles, diamond ceramic tiles, Shuangqing Tiles
Top ceramic brands in 2019
Nobel Ceramics, Marco Polo Ceramics, Nengqiang Ceramics, Qiangpai Ceramics, New Roman Ceramics, Ruyi Ceramic Tiles, Haolaideng Ceramics, Jinsilu Ceramics
Top Ten Modern Brick Brands in 2019
Jinyi Ceramic Tiles, Owen Lai Ceramics, Yao Ming Modern Tiles, Karona Ceramics, Bao Ensha Ceramics
Top Ten Brands of Functional Bricks in 2019
Marco Polo tiles, Nobel tiles, Qianghui ceramics, Taotao swimming pool tiles, Junyue tiles, Penguin tiles, Jianpai healthy tiles
2019Top ten brands of wood grain tiles
Mona Lisa tiles, Marco Polo tiles, Loulan tiles, Smic tiles, Trento ceramics
Top 10 antique brick brands in 2019
Jinyi ceramic tiles, Marco Polo tiles, Nobel tiles, L&D ceramics
Top 10 porcelain tile brands in 2019
Nobel Ceramics, L&D Ceramics, Huaguan Ceramics, Imero Ceramics, Bo Porcelain Precision Tiles
Top 10 marble tile brands in 2019
Jianyi marble tiles, Marco Polo tiles, Big Horn Deer super wear-resistant marble tiles, New Roman Ceramics, Shenzhouxing Ceramics, Yiwante Ceramics
2019 Designer Recommended Brands
Marco Polo tiles, Nobel tiles, Xinzhongyuan ceramics, Jinduo tiles, colorx
2019 Project Recommended Brands
Nobel Ceramics, Dongpeng Ceramics, Marco Polo Ceramics, Jinduo Ceramics, Shuangqing Ceramics
