Feng Peimei: The combination of traditional industries and culture and art Explore the breakthrough point of the transformation of the furniture industry

Text/Yangcheng Evening News all-media reporter Lin Runqi Liang Zhengjie

"Create furniture as a work of art, combined with art to create brand culture." This is the sentence that the reporter heard the most when interviewing Feng Peimei of Foshan Fules Furniture Co., Ltd. After graduating with a master's degree from the University of Leeds in the UK, Feng Peimei began working as a brand vice president in her father Feng Yaoxiang's company in 2018. As a post-90s generation, she has a bold and innovative vision - "In the new era and changes in the consumer market, the traditional industry needs a breakthrough point to transform and reform." ”

Feng Peimei

Advanced design is favored and firm development direction

When talking about why Fulles thought of going to the high-end furniture route, Feng Peimei used "serendipity" to describe it. "At one of the exhibitions, we made a more controversial design, designing the sofa to look like a car, which was appreciated and purchased by a Japanese guest who believed we could go further." Feng Peimei told reporters about this story that happened in the 90s of the last century and was mentioned many times by her father since she was a child.

At that time, her father Feng Yaoxiang had begun to lead the team to try innovative designs and test the waters to enter the high-end furniture market. The successful marketing of "automotive sofa" has strengthened its idea of taking the high-end and independent design route, and it should be an internationally recognized Chinese brand. Since its establishment in 1988, Foshan Fules Furniture Co., Ltd. has gone through more than 30 years of years, adhering to the concept of adhering to the original, pioneering the new integration of home life and art and culture, and moving towards the goal of a century-old enterprise.

Cross-border cooperation explores the road of innovation

The story of "auto-type sofa" not only makes Feng Yaoxiang more determined to take the high-end design furniture route, but also allows Feng Peimei to plant the seeds of art in her heart since she was a child. In 2016, Feng Peimei tried to introduce the form of art and culture-driven brand marketing, and for the first time tried to cooperate with contemporary artist Zhang Ding and famous curator Jiang Ning in Shanghai, holding an immersive innovative brand launch.

"The biggest difficulty at that time was that there was no reference." Feng Peimei said that at the new product launch that year, she let customers feel the spirit of intellectual creativity of the Baboló home furnishing brand with a more intuitive experience through cross-border cooperation with artists. She transformed the clubhouse in Shanghai's Richemont Shuangshu into a barbero new product exhibition hall, built a mirror stage installation, combined with lighting art and modern dance, and represented Xu Xiake's "Travels in Huangshan" in a contemporary way, through this artistic creation called "Not for silver sea" to interpret a concept of traditional and modern integration, which coincides with Barbero's brand spirit and new product design concept.

In 2016, the cross-border cooperation with the artist allowed Feng Peimei and her father to see the good prospects of the furniture literary and artistic route, so they brought the concept of artistic life back to Shunde, Foshan, and prepared to build a brand home art museum of Fulles - Barboro Art Museum, a space that integrates home life with art culture, and try open cross-border cooperation in a deeper way. The Barboro Art Museum was officially unveiled in August 2020, "We cooperate with the Guangzhou Sculpture Society and the Guangzhou Academy of Fine Arts to hold a sculpture painting exhibition. In 2021, we will join forces with three contemporary artists, Jiang Zhi, Ou Jin and Xu Xinwu, to hold a space exploration art exhibition with the theme of 'secret realm'. Feng Peimei introduced that the new exhibition model of home combining art has increased the interaction and stickiness with consumers, and customers are also subtly deepening their understanding of the home art advocated by the Barboro brand while viewing the exhibition.

Derivative peripheral products to achieve diversified development

In Feng Peimei's eyes, consumers in the high-end market will pay more attention to the resonance of brand values and personal values. With the rise of the national tide and the deepening of rational consumption concepts, consumers have a higher degree of recognition of domestic brands. Through collaborations with artists, Fulles and its brand, Barboro, have more room to grow.

"At present, the company pays more attention to improving the deployment of design and development and competitiveness, and seeks success in stability." Feng Peimei believes that in the past two years, the number of Chinese people purchasing abroad has decreased, and consumers who pay attention to the ratio of quality and price have turned to seeking well-known brands and high-quality products in China.

Diversified development, increasing customer stickiness, and improving brand recognition are the career plans built in Feng Peimei's heart. Today, Fulles tries to design and create some derivative products of life, including pillows, blankets, aromatherapy, tea sets, and even tea leaves. Feng Peimei said: "These peripheral products we have developed have broadened the dimension and breadth of the product line, and we also hope that customers can contact our brand from simpler products, and cultivate and maintain loyalty and recognition to the brand through peripheral products that create a sense of living atmosphere." ”

Source | Yangcheng Evening News Yangcheng Pie

Editor-in-charge | Zhu Guangyu