Does Original Design Mean High Price?

"I'm going to start my own business, and I'll be there to cheer!" not long ago, a small celebrity in the circle.

My friend told me excitedly that he was going to work with a Chinese Chinese artist in Holland to create a young female consumer.

Brand, and immediately open the phone to share some of the designs that have been made.

Some of the dresses are skillfully integrated with the works of Holland artists. They seem to be simple and quite ingenious. The author just wanted to take a few shots of his chest and was surprised by the price he gave. A sleeveless knee dress was 2500 yuan.

"Has the price been so high taken into account the acceptance of the market? Is it not for young women? Is it made of special materials or customized by hand?"

"Material is ordinary skin."

But our position is light luxury brand.

The understatement of the sentence blocked all the questions. In this way, a designer brand and a "commoner" who passed away from the "commonplace" and "unpopular" once again passed by. So the brand that made the original design brand can always give you a little surprise after it, with a high price of the same product or a high end, and a business positioning, so that the general consumer like the author can not shrink.

Disappointed, I can not help wondering: does the original design mean a high price? Or is it only the words "light luxury" or "high-end" that can highlight the value of the design? Otherwise, why should we look at it? Even in the "mass entrepreneurship and innovation" today, we can hardly see the design brand for the public and the public in addition to the small design workshop that has no brand effect in the city.

Looking back over the past year, the most popular design brand that is most close to the mass consumption capacity is probably from the many intelligent hardware equipment companies that seem to be full of technology and use very little.

Not long ago, at the opening ceremony of a well-known design company in China, an entrepreneurial representative spoke with impassioned words. Now it has come to the age of design and marketing.

He took an intelligent hardware product sold by the design company last year as an example. "Do we really need to use such a product?"

So why is this product selling hot? It's because the story behind it has infected people.

Therefore, designers should not only design, but also tell stories and have feelings.

Of course, the author does not deny intelligent hardware design products. Only if designers can successfully sell a product that ordinary consumers do not need, why can't they care much about the actual needs? Even small household items can be both beautiful and affordable, so that the design can really integrate into the daily life of the public. Such a requirement is not difficult to achieve. The best example is the Japanese design brand Muji and the Swedish design brand IKEA, which are rapidly expanding in China.

MUJI products, which were founded in Japan in 1980, include everything from clothing, groceries, food, cosmetics to furniture. Each product is packed in a minimalist way, which is located in the low-end grocery store in Japan. This does not reduce the design sense of the product. On the contrary, compared with most large scale retail brands, its products are inject more design wisdom.

After entering China, Muji price is nearly twice as expensive as that in Japan, but it is still within the reasonable range of public consumption compared with our original designer brand.

Look at IKEA again. In the past 2015 fiscal years, Chinese consumers spent 10 billion 500 million yuan on IKEA, an increase of more than 18%.

Although many people doubt that IKEA's product design is identical and its quality is not good, there is no doubt that IKEA has been doing well in integrating modern design into cost-effective home furnishing space. Its products have also guaranteed the design aesthetics on the basis of providing the necessary functionality and practicality.

In China, most of the best selling IKEA is low price classic, and its price has dropped by 15% in the past 5 years.

The influence of such a cheap design brand can not be underestimated. For example, many young people, especially young people in the first tier cities, are just after a long period of IKEA style furniture inspired by the furniture design and consumption.

Another case worth mentioning is the famous brand product. The store, which is under the banner of "fast fashion designer of Japan", is actually founded by Ye Guofu, a Chinese businessman in Hubei and a three Japanese fashion designer. It has opened more than 1100 stores worldwide since the end of 2013.

More than 3 years ago, ye Fu Guo traveled to Japan and found that the department store boutiques were everywhere. There were many 200 yen shops and most of the goods were produced in China.

"How much is 200 yen equivalent to RMB? 12 yuan.

12 yuan to buy such a good thing, let alone in Japan, that is, it will be sold out in China.

Under such circumstances, I think we can do one thing like this.

As a result, under the chance coincidence, ye Fu and three Zhai Shun joined together to start their own businesses. Three Zhai Shun was also responsible for the design and operation of Japanese companies, and Ye Guofu was responsible for supply chain integration and operation of Chinese companies.

{page_break}

Wu Xiaobo, a financial writer, commented that the "top quality product" had torn the last layer of paper, that is, the virtual price of the retail terminal. One is the obsolescence and heavy of the channel. The two is the greedy control of the brand by the brand, and the two spaces have been knocked out, and the price space suddenly appeared.

What I am more curious about is why such cooperation does not appear among Chinese designer brands. Is it not enough for Chinese designers? The answer is obviously negative, because we see many products from many Chinese brands.

Since the cost of design can be compressed after the mass production of industrialization, why can't our original design brand be put down to a more intimate and pragmatic way instead of focusing on "light luxury", "high-end" and "feelings"?

In fact, I occasionally meet designers who want to make their design products more affordable.

In a young designer roadshow in Beijing not long ago, a college student who had not yet graduated introduced the intelligent flower and grass conservation product with "Meng Da Da", attracting many investors' eyes. However, when the designer put forward the requirement that "after the price of production is not higher than 25 yuan," the presence of investors is obviously hesitant and puzzled.

"Because the cost of finished products now is less than 30 yuan, we hope to reduce costs after mass production, so that more people are willing to buy."

We still have no idea whether the young designer's idea can be realized in the end. But obviously, the Chinese brand with high cost performance needs the joint exploration of designers and various links in the industrial chain.

From another point of view, we have been longing for China's design to go out and form international influence, but not only high-end design brands can go out. At the moment, what we need more is probably the seemingly cost-effective design.