In the past, product designs were rich, colorful, complex, and simple in function, but the products were highly identifiable. But now we have discovered a problem:Brand, shape, and recognizability Recognition is getting lower and lower. Consumers focus on functionality, ease of use, and technological innovation. Consumers don't actually care what brand you are, so we need to know what the value of the brand is.
The combination of designers, brands and products
If we now have new design software that can be applied, what should designers do? In fact, designers should do the original home design. This software only makes sense when applied. Otherwise, consumers will not have a high experience with all the finished products of your software. But as I mentioned just now, the issue of channels, now on the design side After the design is completed, all material libraries and 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 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 it can be experienced in the design during the product development stage. 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 they are developed New artificial intelligence design software cannot realize design because its material library, that is, the source stuff cannot be updated, so in the future designers will 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, and BIM technologies are applyingApplication, technological updates, these six aspects have directly changed the working methods and professional boundaries of designers. 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. Nowadays, young people are getting bigger and bigger brands and have higher and higher requirements for their experience. But why do niche brands, especially designer brands, sell so well? Because mainstream consumption is all about young people in the future.
Three aspects of co-creation, sharing and symbiosis
First, the life cycle of household products has changed. Today's era advocates "customerism", and customers are always young. Even people born in the 1960s are very young in appearance and mentality. Their lifestyles are always constantly updated, and their experience-first thoughts are becoming more and more important. It's becoming more and more obvious. Therefore, in this case, the life cycle of each product appears to be very short. Unlike in the past, consumers could consume a product for a few years, but now it is good if they can consume it for a year, so they have to constantly iterate and Update, so when the life cycle is getting shorter and shorter, consumers are getting younger and younger, resulting inyoung consumers no longer take brands as the guide for consumption, unlike our past consumption where brands were the main focus. It is a new experience, new technology, and new model.
New life forms, including new living habits and details, should be added to traditional product research and development. Today's space design methods and characteristics are also changing. In the past, designers used “ Shape ” as the interface design. Designers focused on space when conceiving. Styling, and now design centered on“experience”, like mobile phones and speakers The styling is no longer a factor, and it is found that cars like BMW and Mercedes-BenzThe cars look more and more alike, and if you take off the logos, you might not be able to tell what brand it 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. Design that is primarily experience-centered is important, not style-centered design.
Second, in the past, it was “visual”Innovation is the means, and now the focus is on design“Full-dimensional creativity”. In the past, material manufacturers liked to chase designers, but now they mainly focus on technological innovation and cross-border cooperation. Today, consumers' aesthetic styles are becoming more and more uncertain, from style diversification to uncertainty, to aesthetic blurring. This is now Universal design features.
Nowadays, the relationship between most designers and home building materials products is called mutual empowerment. It is not just a one-line operation of designers giving building materials design drawings. Building materials can also guide designers to do Produce innovation and even lead designers’ designs. 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 structure of technological products. 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, styling was the dominant factor, and in the future, personal experience will be the dominant factor. ; In the past, designers and home products had a parallel relationship, but now they are integrated; in the past, there was a single technical cooperation, but now it is a cross-border integration of multiple disciplines and industries.
Based on 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. Mass production means customization, rather than blindly doing quantity 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 coordinated 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, Nokia and Kodak were big brands in the past, but due to changes in social mechanisms and consumer living habits, they did not have a complete dependence on consumers. Today, 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 sayInnovation is the core competitiveness of the enterprise, innovation is productivity, and the connotation value of the brand is constantly updated.
The “symbiosis” formed by designers and home product companies >Structure is the continuous generation of new technologies and new ideas. In 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, which is the future production platform. Otherwise, the design platform will be created. Bottleneck, can't really be used.
If designers and companies coexist for a long time, companies must have capital investment and talent input. Compared with the current living conditions, the traditional living conditions are“Win”as the goal, and now the consumer“Symbiosis strong>”In the past, the way to survive was to kill the opponent, but now it is to consider a win-win situation with the opponent.For example, Apple and Microsoft were deadly rivals in the past, but now the two companies But we have reached a deep cooperative relationship, because only coexistence can lead to win-win and symbiosis. It is not about winning, but symbiosis targeting demand and consumers. In the past, companies were brand-centered and always wanted to expand their brands. In this way, we want to make our brand valuable, and even want to make the brand bigger and sell it. Now we have changed it to be consumer-centered. This is a change based on the market.
Seeking a model of common growth, consumers, designers, and home materials products form a dependent model and become part of consumers' lives. Constantly refresh ourselves and form a long-lasting mechanism structure of symbiosis, sharing and co-creation between enterprises.
