"That is the season of light, the season of darkness; the spring of hope and the winter of disappointment." The English novelist Dickens's phrase in The Tale of Two Cities may be able to describe the current state of the home industry. In the current market downturn, there is a heat flow through the deep autumn and winter, which will lead the industry to spring with infinite vitality. At present, many enterprises in China's home furnishing industry have explored with "creative culture" as their development direction, and have made many useful attempts.

Enhance the soft power of enterprises

In the era of saturated home sales, consumers are not only satisfied with the simple "buy home", but quietly transition to the era of "reward home." Red Star Macalline has fully utilized its leading role in domestic home stores and continues to open a new home in the country. In each store opening and every event, Red Star has deepened the “home culture”, such as the establishment of “Red Star Glory Fund” and the national “Love Home Sports” event, which has displayed its rich brand. Culture and connotation.

On October 24th, the Top 100 Chinese Architectural Decoration Summit was held in Jiaxing with the theme of “Softness of Building Decoration Enterprises”. Li Bingren, president of the China Building Decoration Association, pointed out in the theme of "Upgrading Soft Power to Write a New Chapter" that the central government deepens the reform of the cultural system. This is to build soft power at the national level. Enterprises are the economic cells of the country and strengthen corporate culture. To enhance the soft power of enterprises is not only the need for the development of the enterprise itself, but also the contribution that the company should make in order to prosper socialist culture and enhance the country's soft power.

The home industry began to take "creative culture" as the development direction

Culture is an important connotation of the soft power of enterprises. Enhancing the soft power of corporate culture can help enterprises to go further. From July 3rd to 6th, the 12th Chengdu International Furniture Fair was held. The 500m2 Creative Pavilion Theme Pavilion in Hall 1 became the highlight of the exhibition. Creative furniture such as fashionable lounge chairs made of mineral water bottles and sofas made of flip-book books were all completed by Sichuan local furniture designers. This piece of creative home brings consumers not only a new visual experience, but also a lifestyle change and upgrade.

Building a creative industrial park

At present, home furnishing companies no longer simply pursue the operation mode of purely specialty stores and stores, but gradually combine their commercial formats and technology culture with integrated marketing of home manufacturing industry and circulation industry to gradually form their own characteristics, one by one. The creative industry park has quietly emerged.

On August 25, the first phase of the Shenzhen-Hong Kong Indoor Culture and Creative Park was completed and opened in Shenzhen. With a total area of ​​nearly 100,000 square meters, Shenzhen-Hong Kong Indoor Culture and Creative Park is a complex of modern indoor environment that integrates interior decoration materials, interior accessories, craft furniture display transactions and new products. It provides indoor environment improvement and beautification. A creative platform for functional interaction. On October 1st, the red ant home culture and creative park built by Suzhou Red Ant Decoration Co., Ltd. was opened. According to the introduction, this creative park with a floor area of ​​more than 15 acres and a construction area of ​​50,000 square meters, from the cultural art museum and the whole home The five main theme pavilions, the Low Carbon Research Institute, the Residential Science and Technology Research Institute and an international building materials direct sales center are located in the Living Hall, Construction Technology Analysis Museum, Soft Assembly Museum, and Real Experience Museum.

Why build a home culture and creative park? The relevant person in charge of the Red Ant Holding Group said that a space with only residential functions is undoubtedly like an empty shell without souls. The home must integrate cultural connotations, support the space with cultural connotations, and let the space have a soul. Zhu Changling, chairman of the China Furniture Association, believes that the country is now vigorously developing the tertiary industry, such as catering, service, tourism, entertainment, financial industry, and information industry with a high degree of informationization, which can provide market for the redevelopment of the furniture industry. Therefore, furniture companies should use the market as the medium, innovate the sales model, use the culture for the second venture, and combine with the elements of tourism, food and other tertiary industries, there is much to be done.

Digging deep into classic culture

Classical culture has become the source of cultural creativity exploration for home furnishing companies. In recent years, Chinese studies have become a trend, and many companies are the best entry point to promote traditional culture. On April 23rd, the Real Family held a “Reading Classics” activity in Xi’an with the theme of “Traditional Chinese Culture and Inheritance of Chinese Civilization”. Hundreds of people read the classic passages in the Confucian classics, The Four Books and Five Classics, and let the Chinese studies The essence is dissolved into the soul in aloud reading.

Compared with other companies in the home, the creativity is not inferior. On the eve of the National Day this year, Beijing “Red Pavilion” introduced the concept of “museum” into the mahogany furniture industry. In order to create a unique high-end Chinese culture atmosphere of the “Red Pavilion”, the organizers also intend to develop the history of mahogany furniture, the origin and characteristics of raw materials. The production process, historical allusions and other knowledge are integrated into the exhibition area, so that visitors can truly feel the classical home culture. Xu Guofang, the chairman of Dongguan Dongguan Model Home Group, who loves art design, designs furniture himself, and also likes to write articles. His recent publication of the new book "Twenty Years of China" has earned enough attention. An idea!

Home-based enterprises actively participate in cultural creativity, which not only broadens the expression of culture, but also enhances the concept of culture from the perspective of culture and design. We are delighted to see that more home furnishing companies have made unremitting efforts to improve their soft power and have made gratifying achievements. However, it is understood that there are still few high-quality original works in the market, and the bottleneck of development still exists. The industry believes that to achieve breakthroughs in the home industry, the cultural industry should be built as an industrial chain, because the development of cultural industries cannot be completed in a single industry, and other carriers need to be used, only in other industries such as culture and technology. Combine to attract more audiences and create higher value.

statement! The official website of Xianghe Furniture City, for the purpose of transmitting information, does not mean to endorse its views or confirm its description.

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