Out Of The Dead End &Nbsp; Home Textile Design Is No Longer "Under The Sun."

　　 Home textiles It's a fashion product. What is it? fashion Fashion is a fashion, a way of life that is chased and recognized by the public. Now is the time when China's home textile brands are in a mixed battle, and there is no home textile brand in the absolute monopoly of the industry. The cultural connotation of the home textile brand is similar, the design style is identical, and even appeared several years Maetomi Anna sued the Luo Lai pattern infringement case. Although this case has been used for many years, but as the two big tycoons in China's home textile industry, it can be synchronized and even suspected of plagiarism. tort The situation is really surprising for the industry!

At the same time, the "foreign" flavor of China's home textile brand is pressing, and consumers are insensitive to the "foreign flavor". The advertisements of home textile brands are supported by almost uniform Western cultural elements. Some even compiles a story of crossing the sea. For example, a home textile brand flaunting itself from Manchester, England is really unthinkable.

Behind the pattern infringement of home textile products, the home textile brand lacks its distinct design positioning. The similarities of advertising elements and product images reflect the homogenization phenomenon in the development process of the home textile industry. Perhaps it is "what to sell and what I design". This short-sighted design behavior of the melon field has created a false impression of "plagiarism".

Designing the market

The final style of home textile products is the most convincing face of home textile brand. The thinking of home textile brand operators is missing for the design route, and the cognition of their own design style is vague, which ultimately leads to the homogenization of the whole industry design style.

The ultimate goal of home textile design is to meet the needs of home textile consumers. When home textile designers do not understand the specific requirements of consumers, they can only rely on their own experience and subjective aesthetics to design products, which inevitably leads to "design errors". Nowadays, with the improvement of living standard, consumers' demand for home textile products is no longer limited to the most basic needs of keeping warm and cold, but is expected to achieve self individuality through home textile products. According to these needs, consumer groups of home textiles show more and more different segments of the market. Different consumer groups have different lifestyles and social appeals.

"After identifying the market positioning and target customers, the company started the production of silk and hemp blended leisure blanket from the higher level demand of target consumers. Silk Touch and hemp smoothness give advanced experience to the product. Silk and casual blankets are completely different from the general casual blankets on the market. The strong twist of their own yarns has caused the ups and downs of the carpet texture. Based on market positioning, design and R & D can be carried out in a more targeted way to promote brand strategy and effectively seize the target market and achieve a better brand premium. Zhang Tieniu, chief engineer of Shanxi silk Co., Ltd.

Painting as a commodity

Nantong has held the fourth year of China's home textile painting fair. As a commodity independent of home textile enterprises, drawing reflects the progress in design of home textile industry. The value of the draft is reflected in the shaping and upgrading of home textile brand.

Zhu Baojian, deputy secretary of the Party committee of Chuan Jiang Town, Nantong, Jiangsu, said: "this year's auction competition," Jiangsu's golden sun "," ororah ", the final transaction price of 68000 yuan, creating the highest price history of the auction design competition. In addition, the works, "encounter", provided by the flourishing Dynasty household textile design studio, started at 3000 yuan price, and after more than 10 rounds of bidding, the price climbed all the way. Finally, the transaction price was fixed at 30000 yuan, which all explained the importance of design in home textiles. Nantong's home textile enterprises attach great importance to investment in their drawings. This year, there are more than 2600 pieces of paintings, totaling 4 million 200 thousand yuan, and 1701 of which are registered in the copyright office, with a turnover of 2 million 880 thousand yuan. With the emergence and growth of a number of pattern design studios, Nantong home textile has also become more and more fashionable. It can be said that the success of Nantong home textiles is inseparable from the design strength of the draft.

"This is my first time to come to Nantong, and the idea of holding a draft fair is very great for enterprises in Nantong," said Juliet, a French stylist. In order to promote Nantong enterprises to absorb more international popular ideas and inject fresh design blood, the Nantong Fair has always attached great importance to inviting foreign design studios. Designers from France, Britain, Italy, the United States and Japan came to the scene to understand the needs of Chinese enterprises and bring the international fashion to Nantong. The government of Nantong is also giving the companies that purchase foreign draft works a subsidy of 500 yuan per painting.

At the painting fair, the price of the artwork produced by the local design studio is mostly in the range of 2000 yuan to 3000 yuan, the price is very real. The price of the home textile drawing produced by the foreign designers is mostly 6000 yuan each, although the price is more expensive, it also attracts many enterprises to come to buy. At the scene, a head of the Nantong home textile company who bought the draft said: "the domestic draft works are very suitable for the Chinese market, but this kind of draft often has its limitations, and it seems to be lacking in new ideas. The draft abroad is very novel, but it can be used directly in the Chinese market, and some of them may be somewhat unacceptable. Both are the best combination."

Brand demands

Consumers choose home textile products, in fact, express their pursuit of a certain way of life. Whether the value of home textile brand can resonate with consumers determines the existence and development of the brand.

The leading Esprit in Beijing is the pursuit of a young, fashionable and sophisticated culture. It is a representative of American urban life. The European luxurious home textile brand "Palace of Versailles", the combination of 15 pieces often represents the consumers' yearning for luxurious and luxurious aristocratic life. In contrast, "Esprit" may be the choice of more young people. Most of the mainstay of Beijing are facing heavy pressure and economic pressure. In this case, a relaxed, concise and efficient way of life is needed. This explains why "Esprit" is selling well in Beijing.

"Muji" from Japan has conducted a deep investigation from the consumer life style, and found that many consumers are tired of the exaggerated way of life and yearn for a quiet and frugal life. "Muji" has passed through the design of a simple, natural, basic life style. For example, its raw materials are selected everywhere, but the packaging is simple and transparent, which is in line with its simple and natural tone. With these commodities, consumers have been yearning for simple life. A "no brand" home textile brand sweeps across Asia, which can provide reference for Chinese home textile brand.