Design exhibition embarrassed in China

Several years after everyone paid attention to several major design exhibitions in Paris, Milan, and London, just as Shanghai ’s ambition to become a fashion capital, major exhibition companies also mobilized "fresh cheese" to do design exhibitions in China. . However, the exhibition under the name of "Design Exhibition" by Zhengda is either a messy lack of organizational experience, or it is so eye-catching that it makes people mistakenly think that a certain sponsor has done an annual event by themselves. After such a few years, the most decent design exhibition in China (in fact, it should be called the "design exhibition area") was actually settled in the China International Fashion and Home Furnishings Exhibition (hereinafter referred to as the fashion home exhibition)-a German. The trade show, which is famous for "doing business", is not only striving to do "design", but also outstanding. This can not be said to be the embarrassment of the domestic "design exhibition".

Put aside the foam and get down to earth

In any country, doing exhibitions is a complicated system engineering. Paris Furniture Fair, Milan Furniture Fair, Frankfurt Consumer Goods Show-they are all huge and exhausting, but even those who are ignorant of English have no difficulty in viewing routes, information and data acquisition, peripheral services, etc. . On the contrary, between the 22,000 square meters of the "Shanghai Exhibition Center" (about 1/20 of the foreign exhibition): the "Design Biennale" (hereinafter referred to as the "Biennale") can mess up the participants and the exhibition The journalists automatically stood in the same camp to denounce them; last year's "100% Design Exhibition" was also ridiculed by media reporters as "100% physical training" because of the incredible movement planning. Yu Bin, general manager of Hangzhou "Pin Wuxing" product design company, not only took the team to participate in the two Milan Furniture Fair, but also participated in the "Biennale" and "Fashion Home Furnishing Show" that just ended this year. He mentioned: "To be honest, I am more disappointed with the Biennale. Compared with previous years, the standard is not rising but falling." Compared with it, "The Frankfurt Home Furnishing Fair in Germany was not in the original plan, but it was a surprise. Perhaps the rigor of the Germans made the exhibition planning more reasonable. ”Almost all domestic design exhibitions devote their efforts to the outer packaging, invite design stars to speak, and use big-name“ creative directors ”. The creative director's so-called creativity, after attracting attention, could not solve the most basic exhibition planning problems, and also made many people in the industry feel disgusted by this lack of sincerity.

Not only "big names" are qualified

Just last month, a joint speech by a number of well-known domestic designers in the "Asia-Pacific Design Exhibition" in Beijing, the venue of 200 people, the organizer learned the airline "oversale", but the process was wrong: an admission ticket of about 2,600 yuan, More than 1,000 copies were sold. Finally, the venue was temporarily changed. Some people were still blocked by the glass door to "watch", and the people inside were no better. Needless to say, this arrangement is only appreciated by the organizer, and it is a disaster for both the speaker and the listener.

After seeing too many "lively" forums in China, the German Manja Kochannek who organized the On Design Forum to the fashion home exhibition had questions: "Is it going to continue to let young European designers communicate? Still looking for the most famous designer? Which one is better? "Of course she also knows that young designers are more willing to bring new works, they are more open and equal, they are more willing to talk with participants, and they hope to get a voice from China. . However, it seems that the "big name" is more helpful for the promotion of the exhibition. In this regard, Dai Beihua, the project manager of the fashion home exhibition, decided to "compromise" after discussing with the German parent company-not only to invite big names, but also to ensure a certain number of young designers. "From a budget perspective, we once considered one of two options, either two big-name designers or a group of young designers. In the end, we decided to be headlined next year with one of Germany ’s most famous designers such as Konstantin Grcic, plus About 4 young European designers form the On Design Forum, which not only solves the problem of exhibition promotion, but also continues to ensure that the designers, brands, and manufacturers who participate can effectively obtain information and experience, even after communication. Obtain design services. "From the On Design Forum in Ambiente in Frankfurt to the forum of the same name in China's fashion home, the size of a single audience has been controlled below 100 people, and it has been reintroduced multiple times throughout the day during the three-day exhibition period, and the spread rate can reach 1,000 people. the above.

The design is full and the business is booming

In fact, all exhibitors and the audience have the same goal: in addition to the sense of design, art style, and fun, exhibitors (including the participating designers) can receive "work", and the audience can find business is the most important of. Although the outerwear of the design exhibition has a taste of Yangchun Baixue, the inner part that cannot be circumvented is to find a boulevard for design products, designers, design brands, and design-seeking brands. To this end, various exhibition companies seek different methods. The “Biennale” has the most diversity. It takes a mixed route, and architecture, products, and multimedia come together. It ’s just that the exhibition is full of excitement, too few channel dealers and buyers; the fashion home exhibition is the most mature and smart They are not a traditional "design exhibition", but cleverly rely on the resources of various media, with the help of the Chinese home designer brand alliance and some associations, the best domestic designers and works have been wiped out in recent years, making up for the original excessive life The trivial exhibition atmosphere is already the fourth in this year, and we can see some repetitions and a little fatigue. However, this year, Smart Home began to determine the theme of the conference smartly, and focused on supporting thematic exhibitions. For example, this year ’s magazine, the finished bamboo theme exhibition named "Chengzhu", received the most attention, plus the traditional exhibition of Frankfurt Messe Seeing the advantages of crowd channels for exhibitions, and finding many distributors and businesses for participating independent designers and brands, Xiaodan, the curator of Chengcheng, said: "We hope to cooperate with pragmatic exhibitions in this way. The promotion of the brand is truly visible. "

Of course, "100% Shanghai", which will be launched soon, is the most valuable design exhibition brand in China. I hope that those who have been robbed of the golden period of the World Expo can really sink their hearts and use the design director Michael Young " ", Serving the independent designers and brands participating in the exhibition, changing the history of not making money or making money in the past

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