On September 10th, 2014, Qumei Home's China original home life brand--"Wanwu" was first presented in Shanghai's 20th China International Furniture Fair in 2014. This Chinese-style simple style series product debuted, which won " Gold Awards 2014 Organizing Committee Special Award, 2014 Jewelry Design Award" two awards. The designer accepted an interview on the “All Things†new product at the exhibition. [Reporter] What style is the interpretation of the "Wanwu" series of furniture? What kind of design concept is expressed? [Zhongsong] This series of products belongs to the new Chinese style, but the new Chinese style is a very old, or familiar concept. Here I need to reinterpret our concept of "new Chinese". I think the original new Chinese style is mainly focused on style, and our interpretation of Chinese is a comprehensive style. Chinese people know how to design, and they know how to live. We have alienated traditional culture for a long time, disconnected from the past, and developed anxiety in the absence of cultural self-identification. Chinese people should find their own way of life and live confidently in their own way. This is the direction that everything has always wanted to explore. Designer Zhong Song [Reporter] Is the brand “Wanwu†mainly based on furniture products? [Zhongsong] What we are going to do is not a certain kind of product, but a mode of life. Building a complete lifestyle requires furniture, home textiles, and miscellaneous products. We divide them into four categories: home, use, clothing, and food. This system is neither IKEA nor MUJI, but a refined living system for Chinese people. We spent a lot of time thinking about the rationality of this system, envisioning the way it presents its business model, conceiving the product design of each sub-sector, and establishing close cooperation with people inside and outside the industry, including the integration of upstream and downstream industry supply chains. Through the product structure, it is not a single brand, but a way of life. The "All Things" series of furniture is derived from this system. [Reporter] What is the target consumer group of the "All Things" series of furniture? What aspects of the consumer are most concerned about? What is the price of the product? [Zhongsong] We are targeting the real mass market. If China's social structure is adjusted, there will be a large number of middle class and become the backbone of the whole society. Therefore, the mass market I am talking about is concentrated in the middle class. We are not concerned about the age, education, occupation or income of consumers, we only consider a little, values! For consumers with consistent values, we can't keep customers out of our customers because of their limited spending power. We want to produce products that are grounded and that the middle class can afford. [Reporter] What is the biggest challenge in the design of the "Wanwu" series of homes? [Zhongsong] I think the biggest challenge is how to achieve system integrity and coordination. It's not difficult for us to make a one-piece design, or a single-item design. The hard part is to combine them to form a coordinated relationship. [Reporter] Nowadays, more and more young people like to study Chinese traditional culture in the 80s and 90s, and more and more enterprises and individuals advocate and participate in Chinese culture-related lifestyles. What do you think of this phenomenon? [Zhongsong] You actually asked two questions. The first question can be understood in this way. I think more and more brands, companies and individuals are engaged in the lifestyle related to our culture. The more people we do, the more we will With strength, everyone can promote each other and learn from each other. Second, regarding the post-80s and post-90s problems, it is necessary to understand what the products express, and may have certain requirements for the age of the customers. But our product line is very long, there are small things, there are also very fashionable things, as well as creative toys, hoping to cross the age limit as much as possible. Even if the furniture presents traditional aesthetics, we have to find a very modern design. [Reporter] In the design of furniture, how does "everything" achieve the harmonious unity of "square" and "circle"? [Zhongsong] This is a relatively specific aesthetic issue. We advocate "middle", which is moderate, neither too much nor too good, so that different and the same can live in harmony. [Reporter] Are you the first to contact the design of mass consumer products? [Zhongsong] If it is not the first time from the design alone. I graduated from the Sculpture Department of the Central Academy of Fine Arts. I have been exposed to architectural design, interior design and product design. These experiences have led me to form an understanding of mass consumption. The way people appreciate aesthetic appreciation of public art and mass consumer products is the same. [Reporter] Considering the aesthetic level of the public, do you think they can understand the "All Things" series? [Zhongsong] I don't understand or there may be, because I studied art, I also think about this problem. When we look at a good picture, we may not have seen what its content is and it has produced a good impression. I think that aesthetics is an intuition. This intuition is a judgment made by people's instantaneous transfer of existing experience and understanding. Just as people and people meet for the first time, they will be intuitive.
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