When most furniture manufacturers struggled in the quagmire of researching competitors, Zhu Fang had already become the leader in both the furniture industry design and the market with its “hybrid†design. The reporter interviewed designers, marketing experts, entrepreneurs, and senior collectors - three-dimensional Zhu Fang.
Regarding design, some people have said this: You can think of a design as a triangle, a apex is art, a apex is technology, and a culmination is an industry that can closely link art, technology, and production. . Therefore, leaving the market, the design cannot be stabilized and shaped.
Daqian furniture chief designer Zhu Fang
At this time, the domestic furniture market, the wood is flooding and following the trend. When most furniture manufacturers struggled in the quagmire of researching competitors, Zhu Fang had already become the leader in both the furniture industry design and the market with its “hybrid†design.
The reporter interviewed designers, marketing experts, entrepreneurs, and senior collectors - three-dimensional Zhu Fang.
Q: Teacher Zhu, have you launched a new product this time?
A: When it comes to new product design, in fact, for us, there is no concept of new products and no new products. We are all relatively classic. From the design point of view, this is our main axis. This is also a concept of design. . Our designs are more classic. According to the clothing, our products, it is a suit, more orthodox. And some furniture is popular, and the exchange is faster, at the same time, it may be out of date after one year. Then I have to repack and redesign. Of course, on this spindle, we will add some products every year and at the same time we will remove some products.
Q: The teacher talked to us about your design.
A: What do people say about bloodlines? I am doing mixed blood. Why is it a mixed blood? I use American framework, English structure, Ming Chinese style lines, three things mixed up and become A design. Why should I do this? Because my position is to sell to many cultural people in China, and in my opinion, he can't buy products. Sticking gold, sticking silver, too fancy, he doesn't like it, he wants to show a taste of culture. Everyone thinks that American style is better. In the process of designing, we combine it with commercial change. I think that the mixed things are the most beautiful, and the hybrids you see are the most beautiful. I think so: the best thing we mix it up, this is a concept I designed.
For example, my impression of Versailles is a practice. Why is it the impression of Versailles, because I went to Versailles a few years ago, and then I came back to think about this impression. What is the idea of ​​Versailles? How does its pattern and its French form evolve into something in furniture? Versailles impression I changed it on the basis of the French classics. On the one hand, I removed the gold plating, removed the silver plating, and removed the painting. Moreover, its S shape I exaggerated it; the last is the three-dimensional carving, French Basically, I am doing it all. I am doing it all in all. Most importantly, its positioning is very clear. Versailles' impression of being positioned by material artists, including musicians, dancers, and filmmakers, is such a person. He doesn't like gold plating, silver plating, and painting. It's too cumbersome. I put its beautiful lines and kept the things he had handcrafted and carved.
In fact, I am not original. I just spliced ​​it better. I joined my own thoughts and joined my own culture. It became something I designed myself.
Q: Why do you want to do this "hybrid" design?
A: Take my Osage Blue, someone asks me what you are, nothing, I told others that it is like myself. You just asked me why you should design this thing. If we carefully analyze it, as I said, my design is not a new design of furniture. I design who the people who can't find the furniture to buy on the market. I thought about it, government officials, returnees, bank presidents, mayor magistrates, and governors. I think again, what furniture do they buy, I think, I have suffered, China does not have such furniture.
China's mahogany furniture is very good, but mahogany ergonomics is not, hard, uncomfortable, and can not buy. French, European, gold-plated, silver-plated, too luxurious, can not buy. We will see that many of the clubhouses in the market are now at home. Nowadays people eat at the hotel every day, what karaoke, entertainment venues, and all such furniture. Some people think that this kind of furniture is at home, but when I think about it, it is impossible. The home is the home. It needs to be quiet, to be settled, to have culture, so they can't buy this kind of furniture. Panel furniture is too light for them, not in line with his conditions, and not. China originally had furniture like Dalian Huafeng, but it was too old-fashioned, and that would not work. If there is no such furniture, then I have to serve them. I will design them and I will serve them. He has nothing to buy, what should he do? I was thinking about what kind of things he needed. They need an American atmosphere, the fine structure of the English style, and the delicateness of the court. He is also a Chinese. In China, I put this kind of line of the Ming Dynasty. It reveals the Chinese culture in its bones. Once the three are combined, then I will go and see that what I have made is not suitable for them to use, including color and other aspects. OK, no problem, suitable for them, we are such a design.
Therefore, to do design, market positioning is critical. Who to sell to, what age to sell, and what kind of person to sell to the cultural background, all of which are well positioned, then you can do furniture design. Furniture design is very simple. Designers do furniture design, who do you design, who to sell, how to design, what the background is, what culture is, don't know, your design is very difficult.
Q: Will this design be too passive?
A: OK, you mean it. I understand that there are two kinds of designs in the market. One is artistic and the way to go. I am doing market design, taking the market to the front for a year or two, positioning is two things. What is pure art? Nowadays, many paintings are hanging there and they are not understood. I am connecting art and market in tandem. Take the art down a bit and raise the market a bit. This is my design philosophy. Zhu Xiaojie Zhu teacher his design pure play art, his things are very good, he just led the art, I am the art and design in tandem. The market is too slow, I have to cross it for two to three years, I converge on the art of falling, this is called the art director abroad. In China, the design is one piece, the manufacturer is one piece, the market is one piece, there is no art director in it, how is the art director used, few people in China think of this piece, the designer is imaginary, the output is not People want, who is there to grasp, the art director to grasp. If you do something, I will tell you to change it there. I will tell the store that these things are good to sell, and this will drive it. This is the art director.
Q: Xiaojie teacher, he only pays attention to the design of things, he does not pay attention to the brand.
A: Zhu Xiaojie Zhu teacher, he is throwing away the whole market, I am in charge of the market, I am what the market needs, I will do something, not the market drives me, but I drive it to help the market find business sources to cross It is two or three years, or even four years. I think that any art, any science, is people-oriented, people-oriented, then what I am doing now is people-oriented, what do you need, what I do, and then I push you ahead.
I am practical, craftsmanship, fine art. I put art in the third place. You are now putting art in the first place. I must first be practical, people-oriented, second to solve the problem of craftsmanship, and third is aesthetic. It is a sorting process, which is not the same. If you talk about art, I really like art. In China, I am a senior collector. I have been collecting it for more than 30 years. I have been playing with calligraphy and porcelain. Contemporary paintings are at least Qi Baishi, Zhang Daqian, and Huang Feihong. This is art. This art is a classic, and it has not fallen for a hundred years. It is something that has settled for hundreds of years. I am playing these top art, I am just art. In fact, all my design sources are played in the art. I read the calligraphy and painting. When I look at the porcelain, I will add my own enlightenment.
Q: It seems that your furniture really can't find a representative word to summarize it.
A: The representative is the framework of your thoughts. It represents where it comes from. The representative is also a kind of thing that it makes. After you frame it, you feel it is representative. I didn't say it right now. It has a main axis and a faction. Others asked me what furniture is Osg Blue. I said nothing, like myself, but my reputation is not so big. I don't have a representative. If you all think that this is a masterpiece, others will follow me in this direction. I am more free. I am talking about my mixed-race. I have integrated the good culture and good design of each country. I don’t think that China is now. In Europe and the United States, the earth is a village. Still telling you and me each other? Culture is mutual and common.
Q: You just said that furniture has classic and popular styles like clothing. So what do you think is the popular element of furniture this year?
A: You asked me about this year's popular models. In fact, I didn't make popular models at all. I didn't like the popular models. We made classic models. On my spindle line, I will not deviate from my product. This is not popular. It just adds our elements, increases our means, and increases our beauty. My main axis is very clear. There are a few troubles in the popular models in the society. This year, it was particularly good. Everyone boasted that it will be worse next year, and the year after the end is over. Why, there are two leading reasons in him. One reason, the popular money, he has to be confirmed by time. Talking about fashion, it was slowly eliminated by time. First, conceptually; second, he did these popular things. The process is too simplistic, things are too rough, and the imitation is much more. If the process is very difficult, how can it be imitated? So, it is very difficult for classic things to be copied.
Q: When it comes to classics, how do you think about the branding of the furniture industry?
A: When it comes to brands, I think that the brand of furniture is now an industry brand, and it has not really reached a concept of brand. For example, LV, everyone knows that ordinary people know. Daqian, no one knows, Ou Sige Blue, no one knows. If you ask in the industry, you all know. If a real brand in China has to be played, it will take some time. You must first do something well and make it worthwhile. The brand has a wide range of brands, the brand needs to keep up with the service, the quality keeps up, and so on. A company's thinking must keep up with this brand, and then win the praise of the people, praise you, this is called the brand. The brand does not mean that you have said it yourself. The brand is not one or two years. He has been defended for decades or even hundreds of years. He has a good reputation.
Q: Are these products designed by you?
A: All the products I designed are my own, and they are the original design. I just said, in fact, my design is also taken from other people, but just like this, add my soul, then this is my design, this is my work, every product I have There is my patent, this is my thing. The art that I absorbed was just as I absorbed the beauty of it from the collection, and then I turned it into my furniture inspiration, how to make furniture, proportion problems, line problems, and so on. What is the vulgar, what is ya, I will distinguish it in these issues, I still make it out of the taste of the elegant and popular, this is called the market.
A: I have to be more accurate in terms of scale. Ok, thank you, Teacher Zhu!
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