The original design of Chinese furniture has just started
Wanyi Interior Art Design Co., Ltd. is a company full of dreams and dedicated to interior design. Its creative director Wan Yi also visited the Milan Furniture Fair, and the author was fortunate to interview her. According to her, domestic furniture design is still in its infancy, and can be roughly divided into two categories, one is original design and the other is deepening design. In the current market environment, it is difficult for the original design to survive in China, mainly because the environment is immature, that is, there is no soil for survival, and the protection of intellectual property rights is not enough. Therefore, many excellent designers either go directly to develop abroad, or serve foreign companies in the country, and some directly divert into the art field. The so-called deepening design is based on a certain product, through a certain degree or partial update and optimization, thus forming its own product series. According to Wanyi, most domestic designers use this kind of work. At the Milan Furniture Fair in Italy, many Chinese designers organized a group together. In addition to expanding their ideas, they also made some preparations for product development. Designers adopt different ways to deepen furniture design . Some of them order a full set of product photos from the European Furniture Fair online to " deepen " them . Some take pictures of products on the spot for reference. More " powerful " designers only need to see At a glance, the product is "made with confidence " .
Original design is difficult to land
Wan Yi told the author that since the original design of furniture in China has just started, the industry is not very standardized, and the laws and regulations are not perfect, so it is difficult for real original design to land. For example, for the various infringements that occurred at the Guangdong Furniture Fair this time, the final solution was still negotiation, and some exhibits were withdrawn, which was not resolved at the legal level. As a person in charge of the infringed company said, in China, mutual plagiarism in the furniture industry is already an unspoken rule in the industry, but a certain degree of optimization or transformation is necessary during the plagiarism process, and it is definitely unreasonable to copy it as is . Due to the immature intellectual property protection system in China, many plagiarisms are not legally punished, so the current situation of furniture companies is also helpless, and the process of defending rights of infringed companies is also very complicated, which has led some furniture companies to develop products. In terms of delivery, only self-protection measures such as " still holding the pipa half-covered " can be taken .
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Another reason for the difficulty of landing original designs is that current furniture companies are eager to make quick gains. They want to make quick money. Many furniture companies have no patience in product development. They require designers to design new products to produce benefits as soon as they are put on the market. It is this kind of guiding ideology that makes it difficult for many designers to settle down for real product development, but is forced to adopt a deeper design approach.
In addition, compared with foreign countries, domestic designers are powerless to dominate their own design achievements. According to Wan Yi, foreign designers may " eat for a lifetime " if they design a good product , but the domestic situation is very different. After a good product is available in the market, it may be ruthless after one or two months. copy. This is the status of domestic intellectual property protection. Designers clearly know that the designed products are likely to be copied quickly, but driven by market needs and interests, they have to push original products to the front desk. This is also the most helpless place for current furniture designers. .
Talent shortage restricts the development of original design
Huari Furniture is a well-known solid wood furniture company in China. I met its design director Yang Juanrong while in Milan. According to its introduction, one of the sources of domestic furniture designers is several domestic universities, such as Northeast Forestry University, Nanjing Forestry University, Central South Forestry University, etc. They are the main positions for domestic furniture designers. However, the designers who came out of the school did not understand the market very well. Most of the works they designed were not well accepted by the market. In order to survive, they had to take shortcuts.
In addition, the designers of many design companies originally did not design, but developed from the enterprise. They will lack the theoretical knowledge of design. Although they understand the market, they lack creativity, so the products they design cannot jump out of the original formula.
Huari Furniture will also adopt some so-called deepening design in the early stage, but in recent years, we have attached great importance to original design. Our designers often visit some industry exhibitions, take a trip abroad, take a look at the ancient architecture, cultural environment and lifestyle of Europe. These are very important and can help designers find design inspiration.
Focus on self-protection of original designs
Regarding the protection of original design products, Yang Juanrong said that in the past we were often plagiarized, but now we attach great importance to self-protection. Once the product is designed, it will be patented immediately. If you do not pay attention to this aspect, there will be no evidence of plagiarism in the future . For example, some time ago, a furniture distributor in Tianjin openly exhibited counterfeit products in the store. Although it was slightly modified, it was obviously a plagiarism. We complained to the store and eventually the store let them withdraw the product.
Yang Juanrong said that in the face of this kind of plagiarism, many furniture factories are very helpless, because the domestic legal system for the protection of intellectual property rights is still not perfect. These plagiarized products are often slightly adjusted in certain details or materials, and are not copied as they are. In this way, the judge will also have difficulty in ruling, and it will take time and effort for the enterprise to really discuss the argument, so the general furniture enterprise thinks that the other party should not be too excessive. President Yang continued to say that in order to avoid being copied by competitors, Huari Furniture has accelerated the pace of product development and improved the product process, trying to make it impossible for opponents to copy, especially solid wood products, because of the complex process and high requirements for equipment, Therefore, general factories cannot plagiarize, and even if they are plagiarized, they will be prone to quality problems. They cannot fully guarantee the quality of their products.
China's original design prospects are expected
In response to the current situation of the Chinese furniture industry, the author interviewed Mr. Florian HUERTAS , director of the Chinese furniture market of the French CANAPES DUVIVIER brand during the Milan Furniture Fair . He said that Chinese furniture has developed rapidly in recent years, and the market potential is huge. Chinese furniture manufacturing has greatly improved in terms of materials and craftsmanship. It is not much worse than European products, but there are still gaps in product design, brand building and cultural connotation. Many European furniture companies are family businesses that have been passed down for decades. They specialize in the production of certain types of products and strive for excellence. Although there are so-called deepening designs in Europe, designers will not copy them blindly. In that case, they will feel that they have no value and no vitality in their careers. Designers often combine the most advanced production technology and some unique advantages of the enterprise to develop their own exclusive products. Once they are available, it is difficult for others to copy. Chinese furniture is not without good products, but mainly because of the lack of brand value, it is difficult to sell high prices. Driven by market interests, companies are forced to reduce the materials and processes of products, which is also helpless. In China, furniture of the same material and craftsmanship can be sold at a high price if imported from foreign brands. However, it is difficult for Chinese brand furniture to sell at high prices. This is also caused by the difference in Chinese consumers' perceptions of domestic and foreign brands of. The Da Vinci incident last year has changed some consumers' perceptions to some extent, and they have a new judgment on domestic and foreign brands.
Florian HUERTAS is not worried about plagiarism in the Chinese market . He said that in a furniture store in Shanghai, their products have been counterfeited, but in actual sales, most consumers still agree with the original imported furniture brand, and will not reduce the requirements for products because of some differences in prices. Such consumer groups pay more attention to brand value than price, so they are not too worried about product plagiarism.
European furniture is undergoing change
Referring to the development of the European furniture market in the past two years, Florian HUERTAS said that due to the impact of the European debt crisis, the European furniture industry is also experiencing a torment and reshuffle. In the past two years, there have also been the collapse and mergers of some enterprises in France. In the relatively sluggish market demand, many enterprises are difficult to maintain. At present, there are no more than ten furniture companies on the scale of France, and the world economy is changing. Next, the entire European furniture industry is also undergoing a transformation. Many companies are actively going out to open up new markets. China is one of them. In the future, in the Chinese market, we will definitely see more European brand furniture and European original designs.
The author observes
Time to popularize original designs
The author believes that it is not accidental that the design problems of the domestic furniture industry will be paid attention at this spring exhibition, because the Chinese furniture industry is entering a new era -the brand era, original design will become the core competitiveness of the brand, and China has become the world The rapid development trend of the largest furniture producer and exporter has already posed a threat to other major furniture producers in the world. This is also the main reason why Italian furniture companies have come to China to fight counterfeit. At the Milan Furniture Fair, many foreign furniture companies' booths even marked the word " prohibition of photography " in Chinese , and manufacturers " extremely paid attention " to Chinese visitors . At domestic exhibitions, companies pay attention to the protection of their intellectual property rights precisely to protect their own brands, because unique products form the core of the brand.
The " anti-counterfeiting " storm at the Spring Furniture Fair this spring reflected the integration and reshuffle of the furniture industry from another angle. This phenomenon will stimulate discussion and normative enhance the furniture industry on product design, and the formation of this atmosphere and zoom lets get plagiarism "vocal opposition", thus purifying the furniture market. Of course, this will take some time and is a gradual process. When the furniture industry really focuses on the original design of the product, the brand of Chinese furniture will really form, and China will become a powerful country of furniture from a large furniture production country.
　　 In 2011 , it can be said to be a watershed in the furniture industry. These questions about the authenticity of the brand, foreign and Chinese, whether the material of the furniture is environmentally friendly, the relationship between the store, the enterprise and the dealer have evolved, and product-driven, channel-driven to brand-driven Unprecedented attention, the improvement of industry standards and laws and regulations will promote the furniture industry to enter a mature stage of development
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