On August 28, Decoration Group hosted the "Yuhong Cup" 4th Golden Mark Interior Design Competition Awards Ceremony held in Four Seasons Hotel Guangzhou. The purpose of the competition is to create a professional platform for displaying excellent interior design works. Through the communication effect of professional awards, it will explore the strength of my country's original design and lead the taste of modern living. This competition attracted more than 1,000 designers from across the country to actively participate in the competition, soliciting more than 1,000 sets of works. After a fair and fair selection by a jury composed of domestic and foreign design masters, major awards were finally selected. Sina Home Furnishing interviewed Xia Zhenhua, Chairman/President of Huaxun Pinwei Decoration Group Co., Ltd. at the award ceremony.

Sina Home Furnishing: The 4th "Yuhong Cup" Golden Mark Interior Design Competition has been held for the fourth time this year. There are many domestic design competitions, but the competition held by the Decoration Group should only be Golden Mark. What has Huaxun gained from it?

Xia Zhenhua: The "Yuhong Cup" Golden Mark Interior Design Competition is held every two years, and we have been doing it all the time. The level of the works is higher than that of each year, and the competition is better than that. For Huaxun, the greater achievement of holding this competition is the growth of Huaxun designers. At the beginning of its establishment, Huaxun Decoration took individual design as the core of its development. In the past four years, we have discovered many outstanding designers and design works through competitions. This competition has become a goal of Huaxun designers, inspiring them to continuously improve themselves, and at the same time forming a healthy internal competition. This stage gives Huaxun designers a stage to prove their strength, inspire them, let them feel the company's strong design strength, brand power, and cohesion, and work together to serve each customer well and make the brand. Get stronger.

We cooperated with publishing houses to organize the classic cases discovered in the competition into books and publish them. Over the years, more than fifty books have been published. All the shortlisted works of this competition have been published as books "Taste Ingenuity" and "Taste Space", and are publicly distributed in Xinhua Bookstore, Dangdang.com, JD.com, Amazon, etc. across the country. This competition, including the award ceremony, is a manifestation of Huaxun's strength and also allows the industry and owners to better understand Huaxun.

Sina Home Furnishing: What are the highlights of this year's competition?

Xia Zhenhua: The college students, including teachers, participated in the competition for the first time. This is an encouragement to the students and an extension of the Huaxun brand. The second point is that this competition was originally designed for designers, and this year engineers from across the country also participated. When the work is launched, not only the design must be done well, but also the later construction, on-site management and back-end services must also be in place. We also encourage the engineering side. Another point is that this year we invited Italian designers as judges. We hope to make the competition more open and have an international perspective.

Sina Home Furnishing: The works of this year have been greatly improved. At the awards ceremony, the judges also pointed out the areas that need to be improved. As the organizer, what do you expect from the Huaxun designers and where do you want them to go more? A breakthrough?

Xia Zhenhua: I have always felt that when professionals do professional things, designers must concentrate on the road of design and pursue a higher level. The theme of this year's awards ceremony is "fun design". I hope designers can enjoy design, design happily, and make better works. The needs of customers are constantly changing and higher requirements are put forward. Designers must continue to learn, keep making progress, and climb to new heights. We will continue to strengthen the cultivation of Huaxun designers, including selecting and sending outstanding designers to study abroad every year, and conducting training sessions for outstanding designers including design directors every year, and inviting famous teachers to teach them. In addition to rewarding outstanding designers, the competition also formed a healthy internal competition mechanism to encourage designers to continuously break through themselves.

Sina Home Furnishing: What are the rewards for winning designers?

Xia Zhenhua: In addition to material and spiritual rewards, the award-winning works will be exhibited globally and will be exhibited in Italy. First, they will be exhibited at nearly 300 branches in Huaxun, so that the award-winning designers will be exhibited in Huaxun across the country. People are recognized. At the same time, some award-winning designers will be absorbed into Huaxun Design and Research Institute, so that they can serve customers across the country. We will also send their works to participate in competitions in the industry or in society to help them go out.

Sina Home: What kind of organization is Huaxun's Design and Research Institute?

Xia Zhenhua: Huaxun Design and Research Institute is located in the Guangzhou headquarters. This is a combination of production, education and research, integrating aesthetic trends, design, materials, and process research. In addition to design and research and development, we attach great importance to the research of materials, processes and tools. To complete a good work, design, materials, construction, and management are all indispensable.

Sina Home Furnishing: In recent years, many changes have taken place in the home improvement market. Internet home improvement, building materials companies’ whole-house customization, and the promotion of hardcover houses in national policies will all have an impact on home improvement companies. What impact will it have on Huaxun and how to respond?

Xia Zhenhua: These will definitely have an impact on the home improvement market. China has a large population base and many decoration needs. Those with rigid basic living needs and those pursuing high-quality customization. No single company can meet all the needs. It is important to identify one's own position and continuously strengthen one's own advantages. Whole house customization and Internet home improvement meet the basic decoration needs, which is relatively quick, and some users will choose this method. What Huaxun does is personalized custom home improvement, and we pursue high quality, which cannot be achieved by the Internet home improvement and whole house customization models. We are constantly upgrading our services, including design, construction and later services. At the same time, we are also providing integrated services to facilitate users. We still emphasize quality. Design is a part of decoration. Construction, materials, supervision, and later services must also keep up. This is a closed chain, and all these chains need to be done well.

Sina Home Furnishing: What do you think of the changes in the Chinese home furnishing market in the future?

Xia Zhenhua: The home improvement industry has experienced a rapid outbreak in the past. At present, the demand for decoration of new houses is dominant. In the future, there will be fewer and fewer newly built houses. With the increase in people’s demand for living quality, more and more second-hand housing decorations will be made. It will also encourage the full use of this part of resources, and there will be more and more secondary and tertiary decorations. Now the whole decoration is popular, and the demand for partial decoration will increase after the promotion of hardcover rooms. Some of the layout and design of the hardcover house may not meet the needs, or as the family population changes, the use and aesthetic needs of different periods need to be partially modified.

In the future, the demand for the civilian soft decoration market will also be released. At present, China's soft decoration is mainly oriented to public and commercial spaces such as model houses, sales offices, hotels, and clubs. In the future, home decoration will place more emphasis on individuality, artistry and emotion, which is largely achieved through soft decoration. Like the artist outfit promoted by Yu Gong, it emphasizes the introduction of culture and art, including family culture, into home furnishing, including art education for children. The demand for soft clothing is currently concentrated in the first-tier cities, but I believe that the demand in this area will become more and more vigorous. The warehouse is practical and well-known. The pursuit of food and clothing is the spiritual level, such as education, culture, and art. Inherited.

Sina Home Furnishing: What is the development direction of Huaxun in the next few years?

Xia Zhenhua: We still adhere to the brand-specific route. We will not establish a separate assembly company or a soft outfit company. All are developed under the brand of Huaxun. Design comes from life and can also change life. Therefore, for the second point, Huaxun still focuses on design customization, supplemented by package services, and uses personalized design as the company's development engine. Third, all Huaxun companies across the country are directly operated, and all projects are not outsourced to ensure service quality. This is what we insist on.