The overall home improvement and personalized customization have gradually become the mainstay of home improvement. Under this mainstream trend, China's soft-pack consumer market has never paid attention to design capabilities. What is the current status and development prospects of China's soft-packing industry? What is the current position of the Shenzhen furniture industry in the entire industry? How to interpret the future trends of China's softwear industry? Hong Xiaohui, Secretary General of Shenzhen Furniture Industry Association, will bring us a deeper interpretation. Reporter: Shenzhen International Home Furnishings Exhibition has been successfully held for three consecutive sessions. What impact do you think the exhibition has brought to the development of the home furnishing industry? Secretary-General Hong: I think that the impact of the exhibition is not only the home furnishing industry itself, but the hidden industry linked to the jewelry will also be accelerated by the jewelry exhibition, including the furniture manufacturing industry, interior decoration. Industry and building materials industry, and the role of "design" here, regardless of the jewelry industry, or the furniture industry, interior decoration industry or building materials industry, should be independent and unrelated industries, but due to the above three major industries All of them have great demand for jewelry, so they are mostly in the audience of the exhibition. Although these three groups come from three different industries, they have the common requirement of “design as the weightâ€. For this reason, Jewelry Show is the best place for designers to meet and communicate in the three major industries. Therefore, I personally think that the role of Shenzhen International Home Furnishings Exhibition is cross-industry, not a single industry. This is the biggest role of the jewelry exhibition, and it is also his real influence. Reporter: How do you view the current situation and development prospects of China's soft-wear consumer market? Secretary-General Hong: China's soft-wear consumer market continues to rise, which is directly related to the improvement of people's living standards. In the past, the concept of consumption was to consider only the furniture itself, to buy a table when there was no table, and to buy a bench without a bench. With the improvement of consumers' living standards, people pay more attention to the spiritual level in addition to the material level. Consumers are looking for something new and interesting. Today's home choices are personalized and customizable, and home accessories exhibitions have emerged. After 80 and 90, the demand for personalized home accessories continued to rise, and the household jewelry consumer groups continued to expand. At present, the demand for home accessories in the first-tier cities is large. With the development of urbanization, it will develop to the second, third and fourth-tier cities, and the market demand is considerable. Therefore, the prospect of China's soft-wear consumer market will be incalculable. Reporter: What kind of position do you think Shenzhen is present in the entire industry? Secretary-General Hong: Shenzhen is a jewelry manufacturing center and jewelry business center, and jewelry is in a leading position. Not all places can become jewelry manufacturing centers and business centers, which is related to the soil of Shenzhen. Shenzhen is the design capital. As we all know, Shenzhen is the most concentrated place for national design institutions. 80% of famous designers gather together. Therefore, 80% of the real estate project model house design was completed in Shenzhen, 80% of the retail industry storefront and props design was completed in Shenzhen, Shenzhen's architectural decoration company is more like Hong Mao here, in 2012, the top 100 enterprises in Shenzhen accounted for 47 seats. Among the top ten enterprises in China, Shenzhen enterprises accounted for 7 seats. Shenzhen design has become the benchmark for national design. In this environment, only the place where designers gather, there must be a design-related industry--the existence of the jewelry industry. Shenzhen's jewelry leader status can not be seen in the country. Reporter: It is reported that the Shenzhen Furniture Industry Association will establish an international designer alliance. What is the original intention of setting up this organization? Secretary-General Hong: The purpose of establishing this alliance is to establish a platform for designers to communicate. As we all know, foreign design capabilities are much more advanced than domestic ones. For domestic designers, they need more opportunities to design with foreign countries. The teacher interacts. How to complete this idea, we must first integrate foreign designers. According to our statistics, there are many foreign designers who are engaged in design in Shenzhen. They are scattered in all walks of life and they don’t know each other, but they are engaged in Work of the same nature - design, as an association, we have the responsibility and obligation to integrate everyone, let everyone interact together, the first step is to start with the circle of foreign designers, then expand the domestic designer group, and finally hope that there is a Great integration. This is the original intention of the establishment of this organization. Reporter: How do you interpret the future development trend of China's soft-packing industry? Is the current domestic design atmosphere ideal? Secretary-General Hong: The future of the soft-packing industry is bound to become stronger and stronger, because the future "design and create value" will become more and more obvious, and the soft-packing industry is a typical industry that relies on design and design. In the future, the soft-packing industry will It is the world of integrated designers, and enterprises that simply do jewelry manufacturing will lose their advantage. However, at present, the development of the soft-packing industry is still immature. The problem of talents with the biggest problems in it, the lack of talents will be a major factor restricting the rapid development of the industry at present and in the future. This industry needs more training in universities. People join the industry, so that it is possible to form a more intense design atmosphere. Otherwise, plagiarism will continue, plagiarism will not stop, and design innovation cannot be developed. Reporter: With the pursuit of high-quality home life in the domestic market, in the current critical moment of the rise of the soft-packed consumer market, how will the Shenzhen Association of Associations foster and guide the industry to transform and upgrade, get rid of the traditional development format, and promote the domestic home furnishing enterprises to play What is your own light? Secretary-General Hong: The Furniture Industry Association supports in two aspects: First, we work hard on education. We have our own education college, and we cooperate with domestic and foreign soft-pack designer groups to all those outside the industry who are interested in the soft decoration industry. Training, promote the development of the industry through the training of talents; Second, encourage jewelry companies to make more innovations in the model, and encourage the exploration of various unknown models to promote the development of the industry. Reporter: It is understood that the overall home improvement and personalized customization have gradually become the mainstay of home improvement. Under this mainstream trend, how do you view the living environment of home furnishing companies in 2013? Secretary-General Hong: With the overall home decoration and personalized customization, it has gradually become the main body of home decoration, which will inevitably lead to the exclusive customization of home accessories. However, this model is narrow in scope and cannot be mainstream, but has design capabilities. Jewelry companies can consider developing in this area. The problems faced by 2013 home furnishing enterprises are: 1. Whether the design ability can be improved; 2. Whether the model has innovation; if these two aspects are solved, there should be unlimited prospects. Otherwise, there will be pressure to survive. 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