张帆谈场景构建与文化数字化：红木品牌峰会新活力

16th Redwood Furniture Brand Summit: A Glimpse into the Future of the Industry 16th Redwood Furniture Brand Summit: A Glimpse into the Future of the Industry

On December 25th, the highly anticipated 16th Redwood Furniture Brand Summit (hereinafter referred to as the Redwood Brand Summit) was held in Tianjin, the venue of the Shanghai Cooperation Organization summit.

The summit, a key event among its kind, was co-hosted by the National Federation of Industry and Commerce Civilian Cultural Relics and Art Commodities Merchants Association Redwood Whole Furniture Committee, NetEase News Home Furniture, and Brand Redwood. It received strong support from four national-level industry associations: the Civilian Cultural Relics and Art Commodities Merchants Association, the China Wood and Wood Products Trade Association, the China Collectors Association, and the China Forestry Industry Association Redwood Branch.

The 16th Redwood Brand Forum, a highlight of the summit, focused on topics such as "AI-Driven Exploration of New Industrial Paths" and "Value Co-creation for Brand New Ecosystems." It brought together leaders, authorities, and renowned entrepreneurs from across the country to exchange new ideas and inspire innovative thinking.

In the dialogue session of the 16th Redwood Brand Forum, Professor Zhang Fan from Beijing Forestry University, the head of the Furniture Design and Engineering Discipline, along with other outstanding redwood furniture entrepreneurs, discussed how to break through barriers and build an open, collaborative, and value-sharing brand new ecosystem through cross-border collaboration and resource integration.

Here is the summary of Professor Zhang Fan's sharing (content has been abridged):

"Today, we are discussing design innovation. I believe that the competition in product design is shifting from a single category to the construction of an ecological synergy, which requires us to maximize the value of design innovation to meet a wider range of needs."

"Firstly, as mentioned by Professor Yu and Professor Peng, we still lack deep挖掘 of user needs and the construction of real user scenarios. Although redwood furniture is often regarded as a top category, its user base is not necessarily small, and it is not necessarily homogeneous. Chinese furniture should truly reflect Chinese culture, aesthetics, and lifestyle. In design thinking, we may need to describe the research objectives more openly. For example, we can transform 'designing a chair' into 'designing a seating item' or 'designing a way of sitting', thus shifting from specific product thinking to a systemic thinking that encompasses people, behavior, interpersonal relationships, furniture, and spatial scenarios."

"Secondly, concepts such as Chinese furniture or Eastern aesthetics are sometimes too abstract and need to return to the construction of specific living scenarios and demand mining. This need includes not only practical functions but also the emotional value cherished by contemporary young people. This requires us to accumulate and explore deeply in practice over the long term."

"The second point involves digitalization and AI. Culture can be digitalized, which is an inevitable trend in the era of data-driven. The value of redwood furniture is rooted in excellent traditional culture and skills, but its inheritance cannot rely solely on word-of-mouth or experience accumulation. We can use digital tools to systematically organize, classify, and build a digital gene library of traditional culture or furniture culture. For example, in university research, we carry out digital modeling of traditional furniture's shape data, patterns, and craft图谱, which is not only academic material but also contains huge potential for design innovation and commercial transformation. Currently, the redwood furniture industry has not formed a highly recognizable cultural IP. In comparison, cultural IPs like the Forbidden City have successfully expanded across categories. If we can create a cultural IP belonging to redwood furniture, it may ignite its potential value. This requires the joint efforts of the entire industry to build a truly representative identity for redwood furniture with design thinking."

"Finally, regarding AI. It brings both challenges and opportunities, but has also become an unavoidable force of change. AI should not be seen merely as a search tool but should think about how to deeply empower the entire design process. From the front-end design research, user needs, and scenario mining to the mid-to-back-end technical implementation, AI can provide support. Traditionally, such research depends on designer teams, and many enterprises cannot afford large-scale basic research. AI technology can assist in completing a large number of model training and data analysis work, although this still requires long-term investment."

In summary, scenario construction is the foundation, cultural digitalization can inject new vitality into the traditional, and AI empowerment is expected to promote more efficient and collaborative development of the industry. These are my preliminary views."

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