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In recent years, more and more enterprises have linked up with dealers, with the help of designer salons, classes, research tours, project cooperation, competitions and other activities, and even built a digital platform to penetrate into the designer group and establish long-term cooperative relations, successfully supporting the seizure of local market share.
EspeciallySome high-end home furnishing brands have deeply cultivated the operation of designer channels, and gradually established a mature mechanism, completing the layout of a game of chess in the country
A variety of signs show that a new round of designer channel operation has kicked off.
Under the banner of DellHigh-end log brand der 1863For example, in 2021, the designer channel was included in the operation plan, and a set of combination punches was played in the following two years.
Offline events. On the one hand, DER·1863 art galleries around the country have established in-depth cooperation with local private house designersOn the other hand, relying on the "Hui Design" platform, it attracts designers to settle in for interaction, communication and Xi, and strives to become the territory of private house designers.
Behind the continuous increase in designer channels, there are at least two phenomena: firstEnhance the quality of home decoration with the power of designIt is the direction of home furnishing brands, and it is also the key point that consumers value. The second isThe value of the designer's traffic entrance and brand reputation enhance the value, still has a heavy weight.
As a high-end brand, the blessing of designer resources is often more critical than that of mass brands.
The cooperation with designers is not only reflected in the wide reach of precise customer resources, but more importantly,Designers and high-end brands go both ways, and the ability to realize creativity and high-quality products leverage each other, and then have the ability to provide customers with high-end solutions, to achieve a win-win situation for brands, designers and consumers.
Start with brand creation,DER 1863 included the collaboration of private house designers in the plan.
There are two types of typical measures, one is:Launched the Hui design platform, recruiting private house designers, empowering designers;The second isOffline designer lectures and salons are held in various citiesPromote the in-depth cooperation between stores and designers.
Going back, as early as the 2021 Guangzhou Design Week, DER·1863 joined forces with the Whole Case Design Alliance to bring a new designer IP transformation platform"Hui Design" was unveiled in the Thought Hallto start the operation of the designer platform.
Hui design platform.
At the event at that time, Dong Ying, general manager of the DER 1863 business department of Del Ground Materials Industry, mentioned that design is the aesthetic cornerstone of the industry, and it expresses the trend of the wind at the same time, but also the wind direction of the circle. In order to give full play to the brand style of DER·1863, it is necessary to establish the important position of designers in DER·1863.
At this press conference, the "Hui Design" platform, which was invested by DER·1863 and operated and maintained by Design Era, was officially launchedIt is necessary to be a new territory for Chinese private house designers to grow together
The platform was launched in the form of a mini program, providing support such as product selection, information**, designer inquiry, case work retrieval, etc., in an effort to become a Xi carrier for the growth, communication and learning of private house designers.
At the same time as the platform was launched, DER·1863 reached a willingness to continue to cooperate with the Whole Case Design Alliance, planning to implement various types of designer activities and shape a model of linkage projects between the home furnishing industry and the design industry.
In the time that followed, a series of actions continued to unfold. Quite typically, at the opening ceremony of the DER 1863 Art Museum in many cities, Dong Jiafei, the founder of Design Era, appeared as the person in charge of the operation of the "Hui Design" platform, introducing the new direction of cooperation in designer channels, sharing the empowerment methods of designers, launching designer recruitment, and widely linking private house designer resources.
By the end of 2022, according to public information, there areHundreds of domestic private house designers have settled in the "Hui Design" platform and reached project cooperation with Li Chengmo and Sun Zhengdong
From the later information, it can be seen that the "Hui Design" platform has launched the der·1863 micro product library, which is used to simplify the designer's material selection process, improve design efficiency, and support the member point mechanism, open up the benefit opportunities of each contact point, and provide designers with support such as study tours, awards, and case building.
For the creation of this platform, der·1863 has formed a clearer and clearer logicEmpowering private home designers with products, and relying on the platform, the promotion service of the design era, supported by ThayerHelp designers build their personal brands
If "Hui Design" takes the platform route and expands designer resources in depth with the national chess strategy, then,With the art galleries of various cities as the carrier, it links local private house designers, which is a more specific channel play of der·1863.
A striking manifestation of this is the fact that the opening ceremony of the DER 1863 Art Museum is universally presentDozens of designers were present
For example, in the opening event of the 1863 Global High-end Log Art Museum in Yueqing, Zhejiang, more than 30 partners from different industries and 50 designers were present.
When Cixi No. 001 Art Museum opened, the relevant persons in charge of Ningbo Interior Designers Association, Cixi Designers Association and many local designers attended the scene.
At the launch ceremony of Kunshan No. 001 Art Museum, the famous interior designer Du Baijun was invited to share.
In the first launch of Yangzhou No. 001 Art Museum, more than 100 designer guests participated in the witness.
Local designers helped open the store.
In the past two years, DER·1863 has opened stores in many cities, with more than 20 stores put into operation in 2022, and by the first half of 2023, nearly 40 stores under the DER1863 brand are being renovated, designed, and opened.
The results of the collaboration with designers are increasing with the progress of store opening.
In addition, DER·1863 has launched the 2023 Annual Plan for Young Design Brand Managers, in which Design Era will unite city partners around the country to carry out visits to 50+ cities and 100+ design companies across the country, go deep into the industry and inter-circle linkage, and rely on the dissemination of global resources to jointly find designs worthy of being seen.
According to the analysis, with the cooperation and support of private house designers as the main line, der·1863 integrates the brand concept into the design, strengthens the stickiness between the two and stimulates each other's growth, which is conducive to the improvement of the influence of the circle.
To a certain extent, der·1863 is known for ".Platform + EventThis is not only the innovative top-level design of high-end home furnishing brands, but also reflects the deep consideration of designer resources in the entire industry.
For a long time before, the development and maintenance of designer channels were generally based on dealers, each fighting their own battles, based on the local area, and cooperating with designers on projects and customers.
With the rise of the importance of enterprises, the practice led by manufacturers has gradually increased, and more and more large home furnishing factories have raised the operation of designers to a game of chess in the countryWith a unified theme, and explore the salon, competition, research, customer sharing and other hierarchical forms of cooperation, empowering dealers to expand designer resources.
Among them, some companies have even set performance targets for designer channels.
According to the incomplete statistics of Dazai Research, many companies, including Fusenmei, Mengtian Home, Simi, Jinyitao, Markor Home, Marco Polo, Piano, Simi, Ouzhe Doors and Windows, Huanai Home Furnishing, etc., have carried out diversified innovation in the development and operation of designer resources, and there are iterations of playing methods every year.
Only since 2023,Many companies' financial reports or public plans have mentioned the need to focus on designer channels, and have successively implemented a variety of actions.
For example, Mengtian Wood has been deeply involved in the designer group for a long time, from the home aesthetics master to the national design tour, has traveled through more than 30 cities, joint design masters, invited local design elites, wood aesthetics and solutions, and promoted the growth of China's design force.
Piano launched the "Ingenuity Cup" international design competition to give voice to creators, tap cutting-edge design forces, hold designer salons in many cities, and empower dealers to establish a designer channel ecosystem.
Jinyitao initiated the KD511 Elite Design Research Institute to provide a platform for the dissemination and exchange of learning Xi with a high-end education model for designers.
Ouzhe Doors & Windows launched the recruitment of VIP members of the designer club, and established cooperation with a number of designer platforms, including the Chinese Designer Golf Club, Jintang Award, Knowledge Astronaut, China New Real Estate Design Conference, etc., to select the villa designer of the year, or rely on the "China Design Knowledge Conference" to create a knowledge sharing activity.
By the end of 2022, nearly 300 designers will become seed users of Huanai Design Cloud.
Sophia's 2023 Phase I Investment Relations Activity Record Table shows that its Simi brand will focus on the designer channel.
As a home furnishing store, Fusen has organized designer activities frequently, such as launching the Young Designer Program and launching the "Chat New Business Scene" salon to build a bridge between 3,500 brands and designersA number of marketing promotions have landed more than 10 design activities, including Fusenmei x designer linkage x brand linkage, designer & artist private meeting, etc., driving the growth of precise passenger flow.
Judging by the trend,The operation of the designer resource has entered a new stageIt is characterized by in-depth operation, which is manifested as: (1) the emergence of professional channel personnel to maintain designer resources;(2) Normalization of activities such as designer research, salons and lectures;(3) The maturity of the design competition, design works, and cutting-edge design power mining mechanism;(4) The digitalization of designers' Xi, communication and personal branding.
No matter which route you choose or what way you take, the direction is the same, that isCreate space solutions that exceed expectations for customersAmong them, designers find suitable high-quality brand cooperation to provide the best material support for design inspiration;With the help of designers, brands can obtain better solutions and customer resources.