Milan Furniture Fair is marking the pain and thinking of Chinese audience design in China

Chinese home furnishing companies have become the largest group of “plagiarists”?

At the Milan International Furniture Fair in April, the Chinese audience reached an unprecedented number. Compared with the enthusiasm of the Chinese people, the faces of Italian exhibitors are even more ruthless. Their rejection, blocking and marking have made Chinese home furnishing brands feel helpless and deeply humiliated by Chinese designers.

When entering the pavilion of the International Home Furnishings Exhibition, facing the world's big-name furniture and design, what should the Chinese look at, what to learn, and what to do? Recently, many insiders who participated in the exhibition expressed their inner thoughts. They believe that it is time for Chinese home furnishing brands to get rid of the plagiarism.

Milan exhibition multi-brand set a level for Chinese audience

In order to prevent plagiarism, many brands at the Milan show have applied special treatment to the Chinese audience, either not allowing or not allowing them to shoot. For example, FENDI has set up a number of levels every year to guard against the Chinese audience. If you ask questions, you should be close to yourself. This is annoying, but it also reflects mercilessly that China is not only in the international original design industry. Being valued is also subject to discrimination.

Although each visitor has more or less the purpose of learning and learning, no matter Chinese or foreigners, only some people are "involved in knowledge," while others are "single plagiarism." Chinese furniture companies are the largest group of these plagiarists.

In fact, Chinese furniture companies facing domestic groups have great advantages. The market is large, the rigid demand is strong, and there is enough innovation space in the design. The highly plastic environment is enough to support a brand to gradually transform itself into original. The reason why the copy is not tired, the industry said, is to make quick money. Nowadays, more people understand that copying always lags behind, and Chinese consumers have already had higher visions, and the copied things are not so good. Chen Xiaotai, the general manager of the top 100 furniture that has always insisted on this, said that only innovation is the right way to see the exhibition. The smart people learn the design ideas, business models and trajectories of the century-old brand, and the stupid people are eager to copy and copy. The best market is coming, and some Chinese brands should draw a clear line with “plagiarism” as soon as possible.

The proportion of innovation in international products is declining

The Milan Home Show, the Cologne Furniture Fair, and the Frankfurt Consumer Goods Show each year attract world-class home fairs. Or learn to communicate, or tap the potential, or copy and copy, no matter what kind of mood to go to the exhibition, domestic consumers and merchants will always have some gains.

In the eyes of many people, this year's harvest is not as big as it is supposed to be. Among them, Cai Ming, CEO of Boloni Home Group, after watching the exhibition for 10 consecutive years, boldly said that the international brand of Milan Home Show has gone. In the next five years, Chinese companies will enter and climax. In the next 15 years, there will be only a few international companies left in the world, and others will be bought or killed by Chinese companies... At the same time, he also said that this year’s Milan exhibition is a year of “review” and the proportion of innovation At around 10%. No matter when Chinese companies can enter the Milan exhibition in a big way, it does not say whether many international big-name furniture in front of them will be killed by Chinese companies in the past ten years or decades, from the design thinking and the carefulness of the users. In other words, there are many things that Chinese companies have to learn from international brands.

Bu Tian, ​​CEO of the privately-owned living design company with Italian furniture Kartell Beijing, said that as a "fiftieth anniversary exhibition", Milan did not surprise everyone this year, but as a designer, there are still many things to learn. For example, the design concept of each brand and the use of new materials this year are very inspiring. Although the design of the eye-catching is not much, the care for the users has not been reduced.