Hong Huang Talks About The Definition Of BNC Design In China

Currently, the president of China interactive media group, I LOOK world city magazine publisher, has a Chinese designer retail store, peppermint glutinous rice (BNC), to promote Chinese original design, and plan and host the new TV program "original turn over" recently.

It is famous for its rich knowledge, unique insights and sharp remarks.

In China's fashion circles, it is very difficult not to blindly follow the big international card, but Hong Huang has such courage.

Whether the BNC that is already in a good position or the new online program "original turn over" is a great effort to promote the power of Chinese originality.

She said, "I can't tolerate that Chinese people don't buy the list of Chinese designs most.

Design and fashion should belong to the public.

Reporter: Recently, the program "original turn over" was planned and hosted by you. What considerations do you take to make this program?

Hong Huang: "original turn over" is a TV program broadcast on CCTV securities channel.

The area it reaches is mostly two or three tier cities in China, or even three or four lines of small cities. The purchasing power of many people in these cities is actually very strong. For me, these people are very interesting, because people in big cities have been brainwashed by foreign brands and international brands. When it comes to quality, the better they are, the better they have accumulated over the years.

The styles and fabrics are very good, but when you look at the price six thousand, he will think that Chinese designers want six thousand? His values are: as long as it is Chinese design, it is not worth a lot of money, even if you use imported fabrics.

But when he put a famous brand on the top, he bought it sixteen thousand.

"Original turn over" can tell people who haven't been brainwashed completely. Chinese things are good.

Because big foreign brands must be first lined with first tier cities, then second tier cities. The three or four tier cities are actually not paved. How many cities are there in China's three or four line cities?

Moreover, China's urbanization must continue to develop. The next batch of urbanization is in these three or four line towns, and its development is faster than that of big cities.

For me, it's quite meaningful to do a program to tell them that China also has originality. Otherwise, it is a round of brainwashing. In the end, the Chinese do not buy the list of Chinese designs most.

I don't want to see such a situation.

Reporter: BNC will have spike and discounts in online stores. There is a saying that one of the reasons why Chinese original brands can not afford to go is "discount", which leads to a low evaluation of the value of Chinese design.

Hong Huang: "no discount" is a false impression that the brand is used to deceive the public.

For example, all big brands have media discounts, and their employees can buy discounts at a discount.

"No discount" is just a look, not a discount to the public, but it does not mean that it is not a huge profit.

It is not that no discount can be made. "No discount" is a gesture. It has nothing to do with whether the design is good or not. The quality of the design is not related to the price.

In IKEA, many of the things that are well designed are also very cheap. This is a brand's attitude: my design wants to be provided to the public.

Is my design going to be white or white? This is a question of values.

From my point of view, I think design and fashion should belong to the public. I hope a lot of people will enjoy the design. From the perspective of others, it is hoped that the design will always be superior. Only the nobility and the rich know what design is, so the design can not be discounted.

For example, the heavy wooden furniture in the past, the home is not big enough to swing back and forth, it can not be moved and toss. IKEA has provided you with a whole design, and he has designed the whole child a price you think you can get.

I particularly admire this kind of design. I also think this design is the future.

Design should be adapted to craft and handwork.

Reporter: then how should we treat luxury goods?

Hong Huang: should luxuries exist? Of course.

Because social income and everyone's economic ability are definitely inequity.

The "design" that is enjoyed by the rich is luxury, but the "luxury" of things that the rich enjoy is not necessarily the content of the design.

The most important points of luxury are two points: one is the scarcity of raw materials, the second is manual.

From the point of view of human civilization, anything that brings interest to you is inseparable from manual work. Manual and human civilization are closely linked, so handwork is a very lofty concept in Western values.

People can do something in their hands for half a day, which is consistent with Chinese values and even the whole world.

It also shows people's appreciation of their ability to control matter and remake matter.

It is very important, but the design must also be adapted to craft and handwork.

For example, many fashion brand bags vary greatly in style every season, while hermes bags have several special traditional styles, and the design changes will not be great.

Because when your handwork and material are fixed in such a high level, every new shape will lose a lot. The higher the cost of materials and labor, the more you can't afford to try.

You buy Hermes, and you buy raw materials and handwork. At the same time, the design is very conservative and has its own consistency.

In this case, this is luxury.

Reporter: the design of sales in BNC, do you define it as belonging to the public or in the direction of luxury? Will you guide it in a certain direction?

Hong Huang: BNC is actually an original window and sales platform in China. It just needs to keep doing this.

The price range of our shop is very wide, high and low, and notebook shopping bags have everything.

Just want to show what Chinese young designers can do, do not want to be China's IKEA, H&M, or China's Hermes and LV, because we are retail stores, more like department stores, but the general characteristics of this department store are: your design inspiration comes from contemporary China.

Now, under the circumstances of guiding brand positioning, I don't think we need to do this analysis, because everyone's interest in Chinese design has just started. Maybe China's design needs to be broken down gradually, and the higher price is still more popular. This subdivision is 35 or ten years later.

At present, if I subdivide, I will have nothing in this shop.