Li Jianwei: Pushing the original design brand HC28 The country has laid out more than 40 stores HC28 is another leading original design brand launched by Beijing Space Freehand Company following the freehand space and Rika Bailey. Different from the first two brands, the HC28 is a self-owned brand launched by the space freehand. On September 11th, on the day of the opening of Shanghai International, the reporter met Li Jianwei, the managing director of the space in the design hall, and conducted a simple interview. Interview time: September 11, 2012 Interview Venue: Interview with Shanghai International Furniture Fair Interview guest: Li Jianwei, Managing Director of Space, following the interview: [Question]: I saw photos of three famous designers hanging on the wall. Is the main designer of HC28? [Li Jianwei]: Our goal is still very design. From the very beginning, we are very particular about design, and we are not limited to as long as the Chinese brand is a Chinese designer. I don’t think so, we must integrate global resources. The design of this designer sofa allowed him to design the sofa, and the cabinet design was good for him to design the cabinet... but we have a certain grasp of the whole. Every time we design, we will have an overall understanding of the market. What is the research direction and design style this year? HC28 selects the three requirements of the designer [question]: Which designers do you choose for HC28? [Li Jianwei]: The first one, it must be a person with a little design idea, not a special business, purely commercial, we need business, but the design itself you have to jump in this circle. Second, he has a deep understanding of the product and customer needs. Because after all, furniture represents a way of life, although it is a bit imaginary, it is indeed, what kind of life you have bought home, this life has a very good understanding. Third, his design style must be integrated into our brand, because each designer has the style of each designer. For example, some designers are very avant-garde and very future, which may be a bit bit for us. What, we need to have details, mellow, a little oriental style, very detailed, this is what we are pursuing, quality. Respect the designer to play by his freedom [Question]: What is the way you cooperate with the designer? [Li Jianwei]: I have been dealing with designers for so many years. It must not be a commercial operation. Because designers are more or less a genius, he is not the same as ordinary people. We are rational and designers are emotional. We worked with designers to let him know more about our brand, understand our market, and then take him to look at something very interesting in China. For example, Beijing Sanlitun, 798, and Panjiayuan let him feel something very meaningful. After he finished feeling, we didn't give him too many restrictions. We did a very good job. I didn't mean that you designed a table for me 1.8 meters x 1 meter. I want that shape. I will draw a picture for you. Just follow this and it’s almost finished. We are not like this, I let you play, he wants to be creative, what he comes out, we will look at it again, and it is inappropriate to adjust it. Some products are similar to this. This is a product that France just designed. When we first came, we said that it was too avant-garde. This thing Chinese people don't sit like this. We said that we can try, in many cases, when we put in the market to reflect the fact that it is actually very good, and feel that it is too avant-garde, the market has accepted it. [Question]: Designers are usually forward-conscious. [Li Jianwei]: They are ahead of the market. They understand the human heart more than us. It must be like this, otherwise he can't be a designer, so we really respect the designer. HC28 contains oriental charm and looks at the oriental culture with the eyes of the world. [Question]: The products launched by HC28 will be designed according to this model, mainly based on Chinese elements? [Li Jianwei]: I think so. We currently have sales abroad, and there are sales in China. The Chinese market is also very big. But I am doing this piece of the East, which is not the same as the general understanding. We must be the world. You can go out. If it is the East and the East, I feel too narrow. Add some elements of the East, and build something special to get the oriental style. The feeling is that foreigners can do it too. There are too many people doing this. Do you see if there is something in the East in our products? Yes, but where are you talking about? In the end, it is a curtain or something. In fact, you can't see it. It has a taste in it, and we look at the East from a foreigner's point of view. This is very important. It must be done by how the world sees the East. [Question]: I went to see the American Furniture Fair in the past year. I found that many Chinese elements are indeed very popular in the market. More and more, I don't know how well your products are accepted in the US market. [Li Jianwei]: There is no problem. [Question]: How many products are there in American families? [Li Jianwei]: They themselves like the design of the East. We design a design element accepted by Westerners, including style and function. It accepts no problem and highlights the personality of our brand. The personality of our brand is somewhat oriental. . [Question]: It is very different from our original sense of freehand space. [Li Jianwei]: We deliberately, we do not like the freehand space in this brand, let alone imitate the free space, I don't want it, the freehand space is angular, we don't have a corner. [Question]: They are very round and have some lines. [Li Jianwei]: Right. [Question]: How many brands do you currently have? [Li Jianwei]: Freehand space is a first-line brand in France and international. It is a modern minimalist style with a clear positioning. HC28 is our own brand and is our own brand. [Question]: This has nothing to do with the freehand space? [Li Jianwei]: Right. [Question]: Are the channels of the two brands together? [Li Jianwei]: Not at the same time, not the same, the price of freehand space, it can only be opened in cities like Beijing, Shanghai and Hangzhou. We have 30 or 40 stores in China, and there are more than 20 stores abroad to do this. TRECA de PARIS is the mattress and bedding product that we represent at the top of France. The three brands are independent. But only HC28 is our own original, we do it ourselves. Some of the products exhibited by hc28 HC28 have been operating for more than 40 stores in 5 or 6 years. [Question]: How do the three brands operate at the same time? [Li Jianwei]: HC28, it is still very young, only five or six years of work, it is very difficult at first, and now there is no difficulty, now everyone is very accepting. At the beginning we also argued that this style will not be accepted, and now there is no problem. I have opened 30 or 40 stores, and the first-tier cities in China have already been there, so there is no problem. There are about 10 stores open every year. The style is no longer a problem. So it is not easy. At that time, your peers also interviewed. It is very hard to do original work. It is not easy to succeed in business. It is the easiest. This is a good example. You are sure that the market is also selling. Fortunately, we are It has been three years of hard work. Slowly, we have compared the originality of the market and the grafting of the market. [Question]: Is there any good experience in the combination of original design and market sharing? [Li Jianwei]: You need to understand the design and the market, including the commercial operation, just say a table, what size table does the Chinese accept, what kind of functional table is there, what kind of home atmosphere Inside, add up how much money you should know. What is the loss that we just started to eat, we designed for the design, after the designer came over, we were intact, the original taste, how hard it is to get it out, it is good-looking, expensive, unsold, useless. Or some features foreigners in order to design he does not pay attention to the function, the Chinese are still paying attention to functions, such as the coffee table, there is a place to put things in, I can not be a table and four legs on the OK, feel good but no function. For the first three years, we must be grounded and must be grounded. Pushing the original brand to test the integration and integration capabilities of the enterprise [Question]: After all these years of exploration, what difficulties have you encountered? [Li Jianwei]: The first one, the price is very difficult. We used to be beautiful, good, and not considering the price. The second one, the function. Third, the matching of many products, the Chinese pay attention to supporting, the coffee table, the TV cabinet should have an element down, we don't want to be so stupid, but we have to do this. [Question]: This is actually not easy. It is necessary to put together different designers and to reflect the same style of the same elements. How did you do it? [Li Jianwei]: In fact, the most difficult thing to do in this place, in fact, what designers design, is very relevant to what kind of designer you are looking for. The second one is very relevant to what you told him to do. The third one, he designed the things you want or not. We are not designers to design anything we have proofed, usually we only take one of a dozen products, we think it is very HC28. This is very important. You say a very good question. This is our grasp. This decision can't be done for you. The designer can't do it for you. The sale can't do it for you. [Question]: The most difficult is integration? [Li Jianwei]: Yes, integration is the most critical. Other element designers can find, you look for the sofa design, you look for the cabinet design, you have no problem designing the chair. In the end, your integration ability, how can you integrate, your direction, you are familiar with all the whole links, design, crafts, materials, market, you have to be familiar. [Question]: How about the market for our high-end products this year? [Li Jianwei]: Basically, there are products with special features. The products with slightly higher grades must have better survivability than those with no features and low grades. Because you have characteristics, then you are relatively better at resisting risks. [Question]: We have two activities this year. Every year we engage in interior design competition. In the ninth year of this year, our theme this year is "China's good house", which means that everyone will have an end-time plot. 2012 is a last-generation event. I feel that I am going to reflect on what I am doing now and the design I made, the products I made. You are also a very experienced person in the furniture industry. From this perspective, do you understand what a good house in China is, or what is your good house? "Good house" must not lose self [Li Jianwei]: This is a very big problem, a good house must be suitable for people to live. I feel that I must not lose myself. The Chinese are too confused. We have lost ourselves in the food, clothing, housing and transportation. We don’t buy things that I really like for myself. Buying Louis Vuitton is a good thing for others to know Louis Vuitton. So buy Louis Vuitton, is that really you like this thing? You may actually choose a lot cheaper than it, but you prefer that thing. Like a mansion, the Chinese bought a lot of gold-plated silver-plated stuff, which is very expensive. Does he really like that thing, why did he buy it? It is because he feels that I live on the TV to see the aristocratic family. He always wants to go to such a social step, express himself through things, and forget myself. I feel that a good house conveys a message, really a very private space in your home. Really use some furniture that you like to use. It really has a very close distance from you. It may be a small bench and a small horse, you see The meeting is very kind, he can be a very simple sofa, or it can be very classical, it doesn't matter, I think this is the most important. Don't always say how luxurious, if you have taste, you can use the things you design now, then you have a design at home. If you are interested in natural things, you like the originality of the logs, and that's fine. The most important thing is the distance, which is the distance between you and the object. You have emotional bonds, not just for the sake of display. This may be the most important. [Question]: The second activity is that we launched "Exposing Cottage Furniture" on Weibo to support such an event as original furniture. I also hope that you will pay attention to it.

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