Kartell must only do industrial products [Moderator]: Hello, thank you very much for accepting the interview of Sohu Home! We all know that kartell home is a world-renowned contemporary design brand. As far as I know, every good brand has some philosophical views on its own design. What is Kartell's design philosophy? [Claudio Luti]: Kartell's philosophy is very simple. First of all, kartell must be industrialized. Because industrialization is only a way to achieve a result, it is actually a good design, and then good quality, and controlled within a reasonable price range. Of course, to achieve these things, its approach has so far only found industrialization, this is the content of kartell. There is also a lot of feelings in the product. If there is no feeling, the whole work will become very boring. In the process of doing this so-called industrialized cold thing, I have immersed in a lot of feelings. This includes the communication with the designer, the feeling that kartell and the designer put into the product together. Good design is inseparable from frequent communication [Moderator]: How do you distinguish between “good†design and “bad†design? [Claudio Luti]: I never said whether this thing is good or not, but I will say what is suitable for kartell or not suitable for kartell. Good design must take a lot of hard work to do. Until the last thing came out, I didn't know what it was like after it came out, or what the whole market situation looked like. Because of the requirements of the designer, the way I work with me is not to say that I have to take a case to find me. It requires constant communication and communication. For example, all my current work designers are designers with kartell cases. They have to see them at least every three weeks, even if there is nothing, even if they just exchange, to see what is going on, in fact, It is not the final result, but the communication process that needs to know what these people think and how they work. Kartell almost every product takes two years. In fact, we have investigated it for two to four years. It is almost the case to produce a product. The more you do, the better, the bad, the longer you need a long, continuous way of working, not a little bit. It may be that you need to wear a line. In the end, because of the frequent communication, almost no Good is almost good. [Moderator]: What kind of design is suitable for kartell? [Claudio Luti]: Because he needs industrialization, this is the first point; second, it needs this thing to sell for a long time. Why is it bad? Because kartell works and works differently with all the other brands in the world, the brand designed by Kartell is still very popular and industrialized. Unlike all products on the market, the first thing to know is that he is For whom and for whom. In addition, he also needs to know what all the products that are available now are, you need to know our history, you need to know what our retail store looks like, and what your products will look like. Of course this is not a designer's completion, so this is why they communicate very often, this is the work of the designer and the team. So at the end of the day, this product is generally ok, because designers need to know a lot and need frequent communication. Plastic producers have many possibilities [Moderator]: Kartell product material is special, not the wood seen in the market, but a material called polycarbonate. What advantages do you think kartell products use polycarbonate compared to other wood furniture? [Claudio Luti]: This thing may be industrialized. In fact, we have some products. There are some woods and others, including metals. I still have to do it in an industrial way, because you know that when we make it in plastic, it is molded in one mold. This is a lot of things that can be done directly by the mold for us. We are now starting to do things with aluminum, which is the easiest material to industrialize compared to metal and wood. In other cases, we have something that cannot be done with other materials. So in a certain sense, we must be forced or forced to do this with plastic materials, otherwise other things can't be done. Including such things, this kind of thing is also how to bend and bend. If you can't do this with wood first, if you can't do it with metal, you can bend it to this extent. Or this kind of thing is also, wood and metal can not be done, so can only be done with this kind of thing. So I hope that creativity can follow technology. In fact, there are many possibilities for plastics in everything. Unlike wood and metal, there are many limitations. It's true that industrialization is done, and indeed I need to find the right price, and a good quality product, including products that are also well designed. [Moderator]: When some European furniture brands enter the Chinese market, they will do some work on localization. I don't know if kartell will do the same work? [Claudio Luti]: From the product itself, kartell is sold all over the world, and it is sold in 97 countries, with more than 4,000 retail stores. Therefore, I will not actually change for any region or for any country. Of course, I also think that the Chinese market is very important, but I will not change this. I think the only thing I need is to find the right partner and then follow the idea of ​​kartell, so in principle, it will not change. [Moderator]: How do you view the Chinese market? [Claudio Luti]: China is one of the most important markets. [Moderator]: Which country does kartell sell best in now, what is the market share in this country? At present, what is the market share in China? [Claudio Luti]: It may be that these specific data are not convenient. It is true that China has just begun. As far as I know, our entire sales are extremely low and low, and may not be one or two percentage points. Perhaps because China has just begun, Beijing has only started less than three years in two years. Because we are now in a secondary city such as Xi'an, we are starting to go to the secondary city. It is equal to the situation where the first phase has just passed and the second phase has just begun. Furniture design has nothing to do with fashion trends [Moderator]: Which trends do you think play a very important role in home design or product design in 2012? [Claudio Luti]: In fact, this problem is quite good. It is necessary to clarify with the media and consumers that furniture design and clothing design are completely different. Clothing inspiration may originate from your trip, or a dream, while furniture is not at a glance, it is waiting for the best creativity and good finished products. It wants every product to be sold for ten years, or fifty years. At this point, there is no such idea in fashion design, because the show pushes the costumes away, rather than the costumes pushing the show. But the furniture is completely different, maybe less than ten products a year, or ten. And every year we put in about 10 pieces of top-grade furniture, it is already a lot of quantity, because its requirements are very high, it can not accept which products are sold for less than ten years, or even twenty years. So the whole thing is very pure. For example, according to furniture, such as the kartell brand, it is said that this year's fashion is minimal, let's do a minimalist this year, and popular Baroque next year, let's do a little Baroque. It is not, just want to wait for a good product, can sell for a long time. Furniture is the opposite of clothing, clothing is the hope to keep up with the trend, furniture is hope that regardless of any trend, he can stay. This is the opposite of the two concepts, two completely different feelings. And we really don't know what the next year and the next year are, and no one predicts it, the whole industry is like this. Of course, there are also some furniture brands that are popular this year. What do consumers like? But this brand has always been with consumers. For example, when we general things come out, we don't know what consumers want, and the best we can do is this. [Moderator]: Thank you very much.
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Kartell CEO Claudio Luti 