Home Micro Observation Blockbuster Column [Home Micro Talk], with light interviews and deep thinking, insight into the general trend of the industry, excavation of creative forces, and looking for future directions.
Guests:
NATUZZI BRAND DIRECTOR BU YANLIN
THIS YEAR MARKS THE 65TH ANNIVERSARY OF THE NATUZZI GROUP, THE WORLD LEADER IN UPHOLSTERED LEATHER SOFAS. SINCE THE BEGINNING OF THE YEAR, NATUZZI GROUP HAS CONTINUED TO MOVE, NOT ONLY APPEARING AT TWO WELL-KNOWN EXHIBITIONS IN CHINA, BUT ALSO CARRYING OUT A SERIES OF GRAND EVENTS AND ART PROJECTS DURING THE 2024 MILAN DESIGN WEEK.
After more than 60 years of trials and hardships, in the face of new development trends and challenges in today's era, how will NATUZZI Group achieve "reverse growth"?
In this issue, Home Furnishing Microtalk invited Ms. Bu Yanlin, brand director of NATUZZI, to discuss the brand layout, industry trends, market development and other aspects around the recent initiatives of NATUZZI Group.
01
Home Micro Observation: Since the beginning of this year, NATUZZI has made frequent moves at home and abroad, from Natuzzi Editions in March to the 39th Shenzhen International Home Furnishing Exhibition and the 2024 China National Expo (Guangzhou), to the release of the 65th anniversary of the new logo and brand new store format during the Milan Exhibition. Behind the international and domestic double forces, what kind of "new" thinking does NATUZZI contain?
BU YANLIN, BRAND DIRECTOR OF NATUZZI: WITH THE RAPID GROWTH OF CHINA'S ECONOMY, PEOPLE'S LIVING STANDARDS ARE ALSO IMPROVING, AND AT THE SAME TIME, THERE ARE HIGHER REQUIREMENTS FOR HOME ENVIRONMENT AND LIVING QUALITY. NATUZZI has always been committed to meeting the diverse needs of consumers, on the one hand, the brand is true to its own values, the pursuit of diversity in the materials and colors of its products, and on the other hand, the deep tradition has not hindered the continuous innovation of the brand, which is not only the innovation of the shape, but also the innovation of materials, experience, etc. In the face of the continuous changes in the global market, only by adhering to the brand gene and quality bottom line can we accumulate enough market awareness and user reputation, so that the brand can still be full of vitality and vitality under the new situation.
02
Home Micro Observation: Natuzzi Editions is one of the sub-brands of the world's leader in upholstered leather sofas under the NATUZZI Group, what is the difference between it and Natuzzi Italia in terms of brand positioning, crowd orientation, market layout and playing style?
NATUZZI BRAND DIRECTOR: NATUZZI WAS FOUNDED IN ITALY IN 1959, DURING A TRIP TO THE UNITED STATES IN THE 80S, MR. NATUZZI INTUITIVELY SAW AN OPPORTUNITY TO COMPLETELY CHANGE THE DIRECTION OF DEVELOPMENT, AND THE LEATHER SOFA THAT WAS ONCE ONLY AVAILABLE TO THE ELITE FOR A SMALL RANGE OF CONSUMPTION "POPULARIZED", AND IN 1986 THE NATUZZI EDITIONS BRAND WAS BORN. Unlike Natuzzi Italia, which is rooted in the Italian region of Puglia and is committed to designing a harmonious living experience, Natuzzi Editions focuses on diverse and personalized comfort needs.
Natuzzi Editions
Natuzzi ltalia
Nowadays, under the premise of focusing on the brand gene, NATUZZI pays attention to the rise of young users, starts from the demand, designs products for different life scenarios, tells a harmonious and comfortable brand story, and meets more segmented needs based on different positioning with two product lines, Natuzzi ltalia and Natuzzi Editions.
03
Home Furnishing Micro Observation: As an international brand that has extended from upholstered furniture to the whole home furnishing earlier, how does NATUZZI Group view the future of the whole home?
BU YANLIN, BRAND DIRECTOR OF NATUZZI: THE OVERALL HOME FURNISHING IS THE TREND OF HOME FURNISHING DEVELOPMENT IN CHINA AND EVEN AROUND THE WORLD, AND CONSUMERS ARE INCREASINGLY FAVORING THE ONE-STOP SHOPPING HOME CONSUMPTION METHOD. NATUZZI's two brands each have a rich product matrix, with product categories covering upholstered sofas, armchairs, soft beds, dining tables and chairs, supporting furniture, etc., which can meet the needs of guest dining and sleeping spaces. At the same time, the brand also emphasizes the concept of Total Living, which is a perfect combination of complete home furnishings, and strives to create a functional and aesthetically harmonious home space for customers, bringing a pure Italian lifestyle.
Natuzzi Editions 旅行者系列新品· Venice威尼斯沙发
Natuzzi ltalia新品 Memoria by Karim Rashid
04
Home Micro Observation: NATUZZI Group is an important founder and promoter of functional furniture, how does NATUZZI respond to the rise of the domestic functional sofa track?
NATUZZI BRAND DIRECTOR BU YANLIN: IN THE FACE OF THE RISE OF THE DOMESTIC FUNCTIONAL SOFA MARKET, NATUZZI WILL RETAIN THE LOCAL ITALIAN CULTURAL GENES, WHILE MORE DEEPLY AND SERIOUSLY EXAMINE THE NEW CHANGES AND NEW NEEDS OF THE CHINESE MARKET, CONTINUE TO INNOVATE, CLARIFY THE RESPECTIVE OPERATION STRATEGIES OF THE TWO BRANDS, AND WILL BE MORE PERSONALIZED AND FREE IN PRODUCT DESIGN, IN LINE WITH THE NEEDS OF CHINESE CONSUMERS, AND AT THE SAME TIME CLEAR BRAND IDENTITY.
Natuzzi Editions at the 2024 China National Expo (Guangzhou)
Natuzzi ltalia功能款沙发 Mindful by Natuzzi Design Center
05
Home Furnishing Micro Observation: What is the current development of NATUZZI Group in the Chinese market, and what experience do you share in channel expansion?
BU YANLIN, BRAND DIRECTOR OF NATUZZI: NATUZZI GROUP IS CURRENTLY DEVELOPING WELL IN CHINA, AND THIS YEAR IT WILL ALSO DEPLOY MULTIPLE CHANNELS, INCLUDING TRADITIONAL HOME FURNISHING STORES AND NEW CHANNEL COOPERATION, SO AS TO MAINTAIN BRAND VITALITY AND COMMUNICATE BETTER WITH CONSUMERS.
06
Home Micro Observation: 2024 has been identified by the Ministry of Commerce as the "Year of Consumption Promotion", and at the same time, the involution of the industry is still intensifying, how will NATUZZI Group respond to this?
NATUZZI BRAND DIRECTOR BU YANLIN: AS A WELL-KNOWN ITALIAN HOME FURNISHING BRAND, NATUZZI ITSELF HAS A STRONG CULTURAL POTENTIAL, AND ITS PRODUCTS ARE ALSO VERY COMPETITIVE: WHILE ADHERING TO THE ORIGINAL ITALIAN DESIGN, BECAUSE NATUZZI HAS MASTERED THE ENTIRE INDUSTRIAL CHAIN, IT CAN ENSURE THAT DESIGN AND CREATIVITY ARE PERFECTLY IMPLEMENTED, AND ITS OWN TANNERY HAS ALSO CONSOLIDATED THE LEADING POSITION OF NATUZZI LEATHER SOFA IN THE MARKET, AND AT THE SAME TIME, THE INSIGHT INTO THE HUMANIZED CARE OF MODERN SOCIETY CAN ALSO PAY MORE ATTENTION TO THE CHANGES IN THE NEEDS OF A NEW GENERATION OF QUALITY CONSUMERS, AND RESPOND FLEXIBLY。