|Chen Dongliang, deputy director of the BJDW organizing committee office and l Wang Yulei, CEO of Tmall signed the memorandum on cooperation in Beijing on May 5, 2014. (Photo/ People's Daily Online)|
What makes our life more fashionable? What changes our life taste? And what affects consumers’ shopping behavior? No doubt, the answer is design. Design industry is now growing so fast in China, and in the era of Internet, more Chinese designers want to build a bridge with online consumers for the long-term development.
Thankfully, Beijing Design Week (BJDW), as the pioneer of design industry, is making a connection between design and online market. On May 5, BJDW signed the memorandum on cooperation with China’s largest online B2C retail mall Tmall in Beijing, and announced that its new project “Design Mall” will open the flagship store on Tmall in July to sell designing products online.
Design and online consumers
“Design Mall” is not only for selling art works online, it also wants to better demonstrate the value of a design and tell the story of a work to customers.
Consumers in China are increasingly modern in their tastes, and are more sensible about fashionable design. “Nowadays, Chinese consumers prefer to feel the grace of a design, rather than passively accept a product,” said Chen Dongliang, deputy director of the Beijing Design Week organizing committee office at the press conference. “Internet timely provides the opportunity to design industry; consumers will have zero-distance contact with design through Design Mall.”
Moreover, “Fashion Tmall” is one of Tmall’s brand strategies, aiming to improve customer services and to know their shopping habits and preferences about fashion. “There are more than 70 thousands brands registered at Tmall, and more than 50 percent of trades related to fashionable products.” CEO of Tmall Wang Yulei said. So he expects that the Design Mall will infuse “fashion” into Tmall.
Wang Xin, the founder of ACF design group had his concern. “I don’t know how to make a good sale on Internet, and what online customers’ shopping behaviors are. But I believe that the cooperation between ‘Design Mall’ and Tmall will find out the answers, and Tmall’s big data will help them to know the online customers’ preference and how the design industry going to develop.”
Design and online market
A good design should listen to the voice from market, and to know what the market wants. "Participation, youngth and popularity are key words of the Design Mall,” COO of BJDW Zhang Xin said. “The Design Mall promised its products will be designed and tailored for public taste, not only for a niche market.” She hopes more young people will enter the design industry, and make their designs more popular at the online market.
Design Mall will promote a batch of designing products from home and abroad at its Tmall store in September; and the products will be practical and the price will be affordable, according to Zhang.
Designer Liu Feng said that the design is from life, the design belongs life, and design should take root in life. He also agreed that the Design Mall needs to set affordable and reasonable prices to all kinds of consumers.