Bela Design, established as early as 2004, has grown from a design team to an independent brand. Its simple and warm image can be found 

at major design exhibitions and cultural and creative landmarks both domestically and internationally.

After graduating from industrial design, founder Zhang Fei lived in Ningbo and embarked on the path of designing products for various enterprises. 

In 2008, upon returning to his hometown of Hangzhou, Zhang Fei became a family and had the idea of creating original designs, 

so he once again formed a design team. The "Bela Design" team first developed an intelligent infusion monitoring system, obtained multiple international invention patents, 

and entered a stable period within 3 years. Subsequently, before the Spring Festival in 2012, Zhang Fei designed a wooden desk lamp that was favored by many friends. 

He began to have time to start designing wooden products that he had always loved. Several products that combine technology and woodworking, 

such as "Wooden Egg", "Wooden Eight tone Box", and "Lighthouse Desk Lamp", have brought "Original Design" to the forefront as a home design brand. 

In 2015, they even achieved the feat of winning five iF design awards in one go. The home products designed by Bela rarely have a unique appearance, 

but they are full of technical content. The combination of natural wood products with touch control and Bluetooth connection technology 

makes the handmade experience more suitable for modern living scenarios, and can withstand the test of time in terms of quality. This is Zhang Fei's design requirement. 

This is also in line with Zhang Fei's serious and down-to-earth personality. While operating Bela Design and teaching at university, 

he is not in a hurry to build a brand with a huge product line, but has an academic and rigorous attitude towards design. He abandoned the idea of introducing capital 

to expand the industry and regarded offline experience as the main direction of "Bela Design" in the future, attempting to obtain more consumer feedback and make design truly a bridge.