Integrating the market to solve the problem is to solve the problem

[Interview background] Recently, the reporter learned from Anmon sanitary ware that after the “Storm Series” leader was nominated for the “Golden Goblet” design innovation competition in September of this year, “Flying Series 04 4027 Faucet Faucet” once again gained access to Chinese industry. The Red Star Award for China's Innovative Design Award in the world of design "Oscar" is the third time Red Star Award for Anmon Sanitary. The twice-innovation award once again proved to consumers that the strong R&D and design capabilities of Anmon Sanitary and its emphasis on product innovation.

It is understood that the transition from the hardware series solution to the overall bathroom solution product structure transformation began this year, and the establishment of "a province a big store, a city a project" sales model and the development of multi-brand online marketing model. From these aspects, it can reflect the pursuit of innovation in Anmon sanitary ware. To this end, SouFun home network interviewed Tang Xiaoping, director of the Anmon bathroom research and development center, let us listen to his unique views on the design, the market and the company, the industry.

Interview guests: Tang Xiaoping, director of the Anmon sanitary ware research center, interviewed the reporter: SouFun home network Zhong Zhiyang director of Anmon sanitary ware research center Tang Xiao Ping Meng sanitary ware swept the "Golden Goose" and "Red Star" two design awards [Reporter]: Tang total, hello. Thank you for accepting an interview with SouFun.com.cn. An Meng bathroom, following the "Storm Series" leader in the "Golden Twist" design innovation contest in September of this year, the "Flying Series 044027 Faucet Faucet" has once again won the China Innovation Design Red Star Award for its reputation as the "Oscar" of China's industrial design community. This is the third time that Anmon Sanitary has won the Red Star Award. What is your opinion of winning?

[Tang Xiaoping]: In fact, at the end of each year, when some design awards open the list of winners, it is often the time when the company is harvesting. Since the second half of 2007, Anmon has participated in a number of domestic and foreign authoritative design awards and has been shortlisted until now. This is something that we are very proud of. All along, Ammon advocates originality and innovation, which has led to the eventual award of the product. I believe that the judges of any awards are very optimistic about the new materials, new features, new techniques, and even some human-machine parts of the products. Among them, the new material also includes the application of some environmental protection materials and materials, as well as innovative applications such as energy saving and low carbon.

For example, we have won the "Golden Twist" product number 042990, which breaks traditional design thinking. It has two functions, you can apply directly to boiling water, you can also switch to a shower. This is what we designed for some single apartment small bathrooms. In addition, in fact, there is a shower at home, which is often opened to flush the floor and wash the countertop. It is also very good to use, so the special effect of this product is in this place. When we talk about innovation, we must break the rules and break the traditional pattern in the application of new functions and the application of new materials. Therefore, many customers are also surprised when they see these products. They like it very much.

[Reporter]: Functional design is one aspect. In addition, we have not made any breakthrough in all aspects of design.

[Tang Xiaoping]: For example, our product that won the Red Star Award, No. 044027, is a product we launched in 2011. First of all, we have always advocated the leader of the water terminal. For this reason we are very particular about the shape of this water outlet. In fact, this product is not only a leader, it is also a support platform, in the design of thinking theory has added new functional elements, we can insert a small vase on it. This product is not only suitable for use in the home, it is also very suitable for public areas such as hotels. For example, when we were staying in a hotel, maybe when you just entered, you would put a rose in the cup to express your wish. Most of the hotels in the hotel will carefully clean the bathroom after the last guest stays, and even leave a drop of water in the shower room and clean it with a dry cloth. There is also this part of the table, all utensils must be tidy. If you place another rose at this time, I believe it will be more warm. In fact, there is a function that is to remove a small vase and replace it with a tree shrew. After inserting the tree storks, it is possible to temporarily put small items such as rings, glasses, and necklaces on it. This is another area. Therefore, it is applicable in homes and public areas.





Product R&D focuses on “human-computer interaction” technology to make design dreams come true. [Reporter] In fact, I also have a curiosity about whether all of our products that receive design awards are put into mass production and put into the market.

[Tang Xiaoping]: All the above products must be put on the market, not conceptual. Red Star Awards, Golden Goal Awards, and IF Design Awards, they have several modes of entry, one is a concept, one is that this product must be put on the market, has been sold in the market. The class we mentioned above is already on the market. This product has already been formed.

This "Flying Series 044027 Basin Faucet" actually has another part, which is the application of the new material. This Taiwan, this handle, is not made of traditional metal, but a kind of plastic material in industrial design materials. After it is modified, it can be reused twice. We advocate to go this route and start using eco-friendly materials. Although the cost is high, I think this is in line with the trend of industrial design.

In addition, this product has another topic, which is the human-machine part. In fact, man-machine is already the most basic job in the industrial design industry. A product does not have the so-called man-machine, and it is not ergonomic. This is true of any product around us, including wearing glasses. If you are uncomfortable after wearing it, this design is a failure. The same is true of our leading products. Like the handle of the 044027 basin faucet, its safety factor is the highest. It starts with cold water, then with mixed water, then with full hot water, and can display temperatures so that the elderly or children are not burned.

[Reporter]: Yes, products should be user-friendly.

[Tang Xiaoping]: This is for sure. Just like to come to a supplier, they focus on the cost, I can give you the lowest cost of this product, the cheapest price. But our focus is not the same. When I designed this product, I was sure that the first time it would consider its manpower is not easy to use, you use it uncomfortable, how do you hold this handle, why does this handle have this curvature, and many more. This is the "human-computer interaction" section I talked about.

In fact, after many years of participation, I slowly discovered that for a product, what are you going to win? You have just asked, how do you feel, what do you think, and how can someone ask you to share with you? When I look back, I think that any details of the product that I told you just now can represent something unique to this product. I talked to our designer about a sentence. I said that you are designing. We must remember one feature: You are a thinker. When you do the same thing, you have to think clearly. What do I do? We must have ideas instead of doing it again.

Designers to develop a product, the inherent characteristics must be extracted, as part of the human-computer interaction is the most basic action essentials. The application of new materials and new technologies is also very important. I agree with the phrase "technology makes design dreams come true". The concept of technology needs to be explored. It requires you to use technology to achieve it. Therefore, in our AMC R&D center team, two core departments are now formed. The first is the technical department and the hardware R&D department. The second department is the industrial design department. The industrial design department dare to think, dare to innovate, and dare to go. Research and overcome some ergonomic things, visual things, tactile things.

Combining the market with the right medicine to do the design is to solve the problem [Reporter]: Because in this piece of industrial design, you need to understand and get close to the consumer market, and then follow up. Does it mean that we have experienced a series of regional market surveys in the early stages of product development. Is there such an operation process?

[Tang Xiaoping]: Right. It is not just doing market research. It also says I want to prescribe the right medicine. For example, the Middle East needs some kind of single-headed leading product. How do you develop it? As a result, the costs you develop are too high and may not be in line with this channel. Still want to use the technology, through the cost, through what material you use, to prescribe the right medicine to do a good product, what you make must be suitable for the moment. In a word, designing in a company is solving problems.

[Reporter]: You have just mentioned a problem, that is, suppliers have requirements on our side, for example, to reduce costs, but we must adhere to one of our own principles here. We must control quality and function requirements. . In this respect, how do we solve this seemingly conflicting situation?

[Tang Xiaoping]: Suppliers are not asking us to reduce costs. In fact, reducing costs is also the lowest standard. It is the most basic. It is not that I do not want to reduce costs. We also advocate reducing costs. After all, in the market, you have to say that you have the best value for money, that is, you can buy the best things at the cheapest price. I believe that not only in the Chinese market, but also in any trade-related aspect, This level of business needs to do so.

[Reporter]: You also know that we have a part of our products that are used for foreign trade. What are the differences between our domestic markets in product research and development and foreign countries? That is to say, you talk about a situation in these two consumer markets.

[Tang Xiaoping]: In this sense, each nation, every country, every country, and consumers' usage habits are different. Therefore, different characteristics of products are determined, and different standards will emerge. Like in China, many materials The application is not the same. For the topic you just mentioned, there is a difference between talking about domestic products and foreign products.

First, the standards in different countries are not the same, so starting from this scope, the products are different. Second, this kind of value concept for the product itself is also different. It may be possible to pursue too much "out of water and good-looking" in China, but it has gradually begun to pursue interesting, luxurious and high-end feelings abroad. In addition, there are differences in the concept of humanities. For example, in China, people think that this chair is Huanghuali. This symbolizes identity. In the foreign model, in the basic national consciousness, it is considered that the use of Huanghua pear is destroying. Ecologically, they believe that the use of the most primitive wood is to destroy the ecology. Perhaps most of them will like environmentally friendly materials, for example, in the area of ​​reusability.

[Reporter]: Did we say that we had gone through a "brainstorming" process before the product was put on the market? Everyone sat together to discuss and hit the spark of thought.

[Tang Xiaoping]: This is a spirit that a R&D team must possess. For a certain market, what kind of product does it need? We will refine it, refine it, and then start to think about how the product will be modeled, how to design it, how to control the cost, how to ship it in bulk, and finally ensure that it is defined in , All quality assurance departments, the quality assurance department to control, saying that this product is qualified or not qualified. This process is no longer a secret thing, and any company operates in this way.

[Reporter]: Our product development has a very strict process, so we have many good products out.

[Tang Xiaoping]: A product design process, first through market research, market research includes a lot, a company's channels, market analysis, not only for export, you have domestic sales, as well as the so-called engineering channels, home improvement channels, and many more. Through a lot of places to extract the design requirements, market requirements, market direction, and ultimately we form a comprehensive program. When these elements are put forward, we will judge it and we will not say that you say I need to be round. We will make a round, not a comprehensive one. After all, you are a manufacturer. What you have to do is suitable for the public, not for a certain version, a certain area, in order to truly maximize this product, so that it has a survival rate. In the middle of this link there will be a screening, which will eventually be expanded. After the expansion, it will have reached the scope of design. In fact, he will know the reason why the designer of the design category must design. He must be very clear, and then he will begin modeling and production. The mold finally goes to this part of the process. In the final batch test, the first small-scale test installation, and the trial assembly process, we may find that there is something wrong with the cooperation and we will do a trimming. Not yet out of the laboratory, into the first small batch, the second small batch, and then through optimization and improvement, after the final test of this product after numerous tests, there is no problem, it was handed over to the sales department, the sales department to get After that, there is already a ** in it. It can be understood as such and it will be directed at its market. To this point, this development cycle is already complete.