Liang Zhifen, Creative Director of Beijing Shuimu Stone Decoration Design Consultancy Co., Ltd.
[Reporter]: How did you think of making a water wood stone decoration design company?
[Liang Zhifen]: Being caught up with the booming Chinese decorative design market, Lu Dingji, working with several colleagues at the Design Institute (Beijing Xinsong Architectural Design and Research Institute), saw that many business double-level design units were unwilling to do so. After market research, I found that big companies don’t pick up the jobs that small companies don’t have. It’s just that these designers who have many years of experience in A-level design institutes or foreign design firms exercise and play their role. We established Beijing Shuimu Stone Decoration Design Company. Since 2002, the team of designers has been continuously improved. As the company has grown, the teams have also formed different groups, such as hotel, real estate, business, and catering. 2011 network super girl, Beijing Shuimu stone with the expansion of business, while catching up with Shijiazhuang three years of change, came to Shijiazhuang to set up a branch specializing in high-end design business.
[Reporter]: Why did you choose to open a water and stone design office in Shijiazhuang ?
[Liang Zhifen]: I came to Shijiazhuang. First, because we are optimistic about the high-end design market in Shijiazhuang; second, our team has full experience; third, it is easier to integrate resources closer to Beijing. After nearly 20 years of experience in designing, I have a deep understanding of the needs of different customers. The project has a wealth of experience from five-star hotels to home improvement. When I came to Shijiazhuang, Shuimu Stone developed very quickly. Sohu.com has thousands of square meters worth of millions of orders, such as the Hongshan Bay Club, the Yulongwan Club and so on. During this period, rich design experience played a big role, such as this time the Royal Dragon Bay Club. Other design agencies have made a lot of plans there, and changed them. As the latest design agency to contact the case, Party A told us that the design team must set you up late. If you can make the plan to us in two days, if your plan is indeed better than others. Ok, there are still opportunities. At that time, it was very unfortunate that it just happened to catch up with the company's Spring Festival holiday. It was very tangled. At that time, I thought I couldn't bring regret to the Chinese New Year, so I decisively informed the relevant personnel to return the return ticket. After two days and nights, I completed the relative two days. The complete case passed smoothly. I remember that after the report was completed, Party A’s leaders said that “we used to save hundreds of thousands of funds on the project contract, but it would be better to work harder on the previous design.†In other words, a good design can achieve a win-win goal that saves money and has an effect. This case shows that for Shuimushi who has just arrived in Shijiazhuang, it is almost impossible to achieve without strong design ability and rich experience.
[Reporter]: People often think that the design elements of hotel, catering, business, and real estate are slightly lacking alumni. What do you think about this problem?
[Liang Zhifen]: Shuimu Stone has targeted these projects, first because we have access to these industries. Secondly, hotel, catering, business, real estate design needs to reflect his design philosophy and his core values ​​and the place to reflect quality is more than home decoration. Due to lack of funds and ideas, you have misunderstood what you just said. The design we have made is completely different from the fast food industry like McDonald's and KFC. The design of the hotel and clubhouse is very particular about the environment. Relatively speaking, it is a place where people need to stay for a long time, so the overall environment must be comfortable, so that consumers should stay.
Just like some people drink tea to understand thirst, some people drink tea for tea. Why does a cup of tea of ​​the same value sell 10 pieces and someone sells 100 pieces? We want to improve the added value of the product through design, and feel the value of the 100-dollar flower through the spiritual experience of the space environment and through the service. Public space and commercial space should be considered from a consumer standpoint and design perspective is more demanding than private space, because public space is aimed at more people. Therefore, the customers we target are more demanding on design elements.
[Reporter]: What is the high-end design demand market in Shijiazhuang?
[Liang Zhifen]: Compared with the first-tier cities, Shijiazhuang still lacks some, but this demand still exists objectively. For example, in the real estate industry, design brings brand promotion and sales benefits to it. Some developers have removed the Chinese model from the finished model. He thinks that it is better not to conform to the real estate positioning model, so as not to have side effects on sales. Because people improve the quality of life, they are clear about good things and bad things. This situation just proves that customers are increasingly valued in design.
[Reporter]: What is the interior design in your opinion?
[Liang Zhifen]: Interior design is first of all practical art, followed by spiritual enjoyment. Design without practical effect is meaningless. The interior design and product design are the same and will eventually be used.
[Reporter]: What are the trends in the design world this year?
[Liang Zhifen]: I think that whether it is the fashion industry or the fashion industry, the trend is only spoken by some people who have the right to speak. In fact, it is not necessarily popular. Especially designed, mainly depends on personal preferences. Some people like black, he feels black is very popular, regardless of whether this year's popular blue or orange. It doesn't matter whether good design and popularity are popular, whether it can be extended and extensible, and whether it is more important to become a classic.
[Reporter]: Among so many customers, there is always a design style that is the majority.
[Liang Zhifen]: To say this, it can only be summed up in one word, that is, "new decorationism." The so-called "new decorationism" means that no matter what kind of classic style the customer adopts, because the lifestyle changes, he always needs to make more or less changes and improvements. Add a lot of modern craftsmanship and technology. So I think it is appropriate to use the word "new decorationism".
[Reporter]: Is this trend also affected by the continuous updating of some new decorative materials?
[Liang Zhifen]: It is the focus of real estate network, the updating of decorative materials and craftsmanship inevitably affects people's aesthetics. Not only decorative materials, but also building materials, furniture, and daily necessities have many improvements in design content and technical content. Modern decoration can no longer be done with ancient craftsmanship.
[Reporter]: At present, there are designers in the design industry of Shijiazhuang to get high commissions. The price of design materials and main materials is quite high, which makes consumers dare not approach the designers. What do you think about this problem?
[Liang Zhifen]: I think there is such a situation in such a market. Due to the asymmetry of market information and the lack of supervision, there are interest-related problems among various designers and consumers. Many designers of decorative companies simply cannot talk about design. To put it bluntly, some are product salesmen, in order to sell products. However, as the market continues to improve and standardize this situation will be improved. The slogan of Shuimushi has always been "use the best design and be the first brand". Because design is our core value, design fees are of course our labor income. Why is my company's design fee higher than other companies? The design fee is high or low. This is not a problem. The question is whether our design can help customers solve the problem. The design fee is occupied by the whole project. The share is still very small, good design will consider the matching of process and material modulus so that the construction is not wasted and cost-saving effect, so good design will help you save money.
[Reporter]: What is the development status of Shuimushi since he entered Shijiazhuang?
[Liang Zhifen]: Shuimushi came to Shijiazhuang for a year in Sohu. I have more than ten sets of cases, and the design fee of my door is between 300-500 in Shijiazhuang, and there are ten cases in my case. The rest of the sets, the customer response is very good. We gave the 101-house model room of Zhongtang Villa to Shijiazhuang Shengbang Real Estate. Before the May 1st, there were 30 sets left. The model of the May Day was sold for more than 20 sets in a few days. They sold it and said that they would buy it in this way. They are unemployed!
[Reporter]: Based on your design experience, what changes have China's interior design field changed in the past 20 years?
[Liang Zhifen]: The interior design has changed a lot from the simple bag heating cover at the beginning to the emergence of various design styles and design genres. This is inseparable from the higher demands that consumers place on our design in the pursuit of quality of life. Although the change is very big, but in my opinion, the current domestic design industry is still not very mature. My ideal design industry mature environment is that consumers are also very mature, that is, consumers know what they really want. Diversification into personalization often makes these good designs ultimately branded. Classic and personal style is the future trend.
As an interior designer, I love design work and appreciate aesthetics and appreciation. Only have the ability to stand on the heights and try to help consumers understand the meaning of design for life.
[Reporter]: Thank you for your interview.
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