Zhang Fei: Starting from solid wood

Dean and Associate Professor of the School of Art and Design, School of Science and Technology, Zhejiang University of Technology. 

Created the brand "BelaDesign" in 2012. In 2017, the stationery sub brand "Paper for You" was established, and in 2019, the rain gear brand was launched: bela DESIGN Umbrella。 

Zhang Fei: The products launched by "Bela Design" have won multiple awards such as the German Red Dot Award, IF Product Design Award, and China Design Intelligence Award.

Design media practitioners often deal with designers, but not many of them can gradually develop into friends from work relationships. 

Even fewer can continue to maintain friendships once they leave their original positions. Zhang Fei has always been my friend on the journey from a media practitioner to a writer.

       More than a decade ago, we "met" on Weibo, and later became familiar with each other through work interactions such as exhibitions and interviews. 

       The "Bela Design" founded by him has been around for 10 years. I watched him become an entrepreneur from a slightly inexperienced designer on Weibo, 

       bringing his brand to Paris, Berlin, and Tokyo, and winning the IF Design Award and Red Dot Design Award.

       At present, he manages design brands, has direct factories, and has business plans to open stores abroad in the future. 

      He also serves as the department head of the School of Design at Zhejiang University of Technology. Now is his golden age.

A person who has a passion for their career in their heart will speak with a radiant expression on their face. 

Whenever he brings up a new design concept, this kind of radiance often shines on his face. As I was infected, 

I muttered to myself: How can such a sensitive person do business well? Does success come from luck or good innate intuition?

It is a necessary condition for success to deeply explore the materials and forge ahead with determination. 

Zhang Fei's enthusiasm for this is quite like the breath released by his name - dare to try, and expect to create a Xintiandi every time. 

Another aspect of success, perhaps unintentional, is that those choices made out of interest and not very commercial stepped on the development trend of the cultural and creative industry, 

and as a pioneer, he also gained early dividends.

       Q： Why did you switch to product design when you were engaged in design services before establishing your brand?

       When I first started doing design services, seeing the designed product being produced and hearing from the manufacturer that this product would be sold to the United States,

       I was so excited that I couldn't sleep. But after the fourth year, I feel like I haven't made any progress. The manufacturer's "good" is based on sales volume. 

       If sales are not good, no matter how good the design is. I also encounter situations like this, where a mold worth 80000 yuan is needed to fully reflect the design details, 

      but a company has made one worth only over 20000 yuan. As a designer, it can be very sad. I also want to ask, can't we do it better? But the investor is not me, I'm just taking the design fee. 

      To some extent, this is a waste of design. At the same time, there are more and more design companies, and competition has become fierce. 

      There are always cheaper quotes than yours. After experiencing all of this, I took a break for myself and thought that if given the opportunity, I would create my own product.

      In 2009, I developed a medical device called an intelligent infusion monitoring system. When designing this system, I spent 9 months immersed in hospitals, 

     and since then, more than 100 hospitals in China have used this equipment, which can be considered as a starting point for my personal design career. 

     In the second half of 2010, I had the idea of creating "Original Design", which initially started with two solid wood lighting fixtures.

      Q： Due to these two solid wood lighting fixtures, the first impression that "Original Design" gives people is a design brand based on solid wood materials. 

      But since the launch of the "Paper for You" stationery series in 2017, it has evolved from a single material to multiple materials.

      How do you prefer to define this brand? Will it move towards a lifestyle oriented home collection brand in the future?

      Overall, the positioning is still a daily life product. I think the so-called single material, solid wood brand, and even cultural and creative brand have always been defined by others, and I have never thought about it myself. 

      The "Paper Because of You" series has always been something I have wanted to do. I really like stationery, but using solid wood for stationery is relatively expensive. I want to design products with lower costs to serve more users, 

      so I chose paper material. There was no plan at the beginning, it just needed a time point to get started. As you do it, several paths appear in front of you, it depends on whether you are willing to take them or not. 

      Moreover, a single material can indeed bring many limitations.

     Q： You have also launched Bluetooth speakers, a category that many big brands are working on and requires significant research and development costs and energy. 

     Usually, small designer brands do not have the confidence to touch it.

     Two years ago, nobody had confidence, but I have confidence. At that time, our products were only in appearance and lacked advanced technology, and we had to face big brands like NetEase Cloud and Xiaomi. 

     Their commercial scale is large and their cost-effectiveness is high. But out of love, I will tirelessly tinker with it and strive for excellence in sound quality. At the same time, I will also balance from a design perspective, 

     considering cost and positioning, and approach it with a bit of 'product manager' thinking.

     Our approach to 'raw wood' is something that some large enterprises cannot do. Because wood splicing is difficult to control, many speakers use smarter and more product manager like methods. 

     For example, some high-end speakers are also made of wood, but their back is made of plastic. I will demand higher standards from myself in terms of appearance. In the past, the buttons on the speaker were made of metal, 

     but now even the buttons are made of wood, and there is not a single screw visible on the speaker as a whole.

     This is its characteristic and also its living space. On the basis of producing good sound, it has its own characteristics, and it will have its own audience. Don't try to compete with big brands for that huge territory. 

     You can slightly shift the audience, although this group may be smaller, by doing it honestly, you can gradually expand without worrying about losing. This is also the reason for my confidence. 

     The speaker didn't sell at all at first, we just enjoyed it ourselves. It took over a year or two, and gradually there was sales, with an upward trend this year.

     Q： When it comes to products, you often say "slowly" or "continuously". How should the lifecycle of a product be defined in your expectations?

      If it falls into the stationery field, it seems that the product lifecycle should be short and the turnover should be fast.

      From a design perspective, I believe there are eternal things, and I hope the life of a product is long. This is a deeply ingrained concept in industrial design. But the fact is not like this, it will never be like this.

      If a product rises quickly, it may also fall faster, which is "popular". And what you mean by 'lifecycle', my understanding is that we still feel it's not outdated after many years. I am very concerned about this myself, 

      but with the speed of modern society's updates, it has become difficult. Some products require 'popularity', and the market will force you to update them. For example, 

     when it comes to cars, new products must be developed at a certain point. While technology may continue to advance, in terms of design, I feel that sometimes it regresses.

     I see this principle very clearly, but it may not be achievable because it may hinder business. In 2020, I launched a new lighting fixture, but I had not produced any lighting products in the previous 18 or 19 years, 

    which is not scientific from a business perspective.

     Q： I noticed that you have used the term 'product manager' several times. Are you the product manager for your brand?

     Yes, I am, but there are still some differences between me and a pure product manager. I think they are very efficient and have clear goals, but I still can't do that.

     Firstly, I will still follow my own preferences. For example, I enjoy making stationery, even if others have already done it well. One advantage of liking is that profit is not the only goal. 

     So when you encounter some difficulties, you will still work tirelessly to develop. Liking can keep you going.

     Secondly, my sense of time is a bit weak. If you are a product manager, you need to deliver products on time, otherwise people will think you are outdated. 

     But I also feel that if a few identical things come out without breaking through myself, there will be a meme in my heart.

     Additionally, I am not particularly influenced by external factors. In some aspects, I am quite closed off and even do not frequently visit the market. About 10 years ago, there were few people doing solid wood design, 

     but now there are more people doing it. When I say I like wood again, people will think it's old-fashioned. But I haven't changed much. I still have the same mindset as 10 years ago, and the changes won't be too significant. 

     So I also admit that if I were to be judged by the standards of a product manager, I would definitely not be qualified.

     Q： Since 2019, you have also made Bela Umbrella nano lightweight umbrella. Why did you develop this product again? My guess is that you encountered this new fabric.

     Yes, if I hadn't encountered this fabric, I wouldn't have started developing this type of product; Based on this material, further extension development will be conducted, which may be seen as cross disciplinary in the eyes of others. 

     For example, can this be used for a child's bibFabric that does not come into contact with water or soy sauce, can be stuffed into parents' bags with just a rinse of water. 

     Although feasibility still needs to be tested, imagining that scene is   very exciting.

     I am not someone who only wants to do exterior design at heart. I believe that products must be supported by technology or other things in order to be more valuable.

     Previously, working on medical equipment was like doing something for pure science students, but later on, they did many seemingly 'useless' things

    Things, but I've always said that there's no difference. I've been making products, just using them in different scenarios and treating different people.

     Q： My understanding is that since 2009, you have been working in the field of industrial design.

     yes. I am not looking at this issue from the perspective of a brand, but from the perspective of industrial design.

     Q： When did you start investing in building a factory? In the design field that I have been exposed to, designers who have emerged in the past two years usually choose to cooperate

     with manufacturers in their early stages.

     In the first half of 2013, we rented space and purchased two devices, which can be considered as having our own factory. Not building a factory is due to cost reasons. At that time, I didn't think so far ahead. 

     I only knew that I had encountered problems that needed to be solved. Since I was able to Within the scope of power, then go and solve it.

     After having a factory, making samples has become very easy, and you will experience a truly close collaboration between design and production. 

     I have encountered a situation in a small cooperative factory where product problems can be solved by slowing down the speed,But the person in charge cannot command the workers below. 

     It is quite difficult for workers who are paid by piece rate to change their work mode. With a large number of workers, if the system is not changed, this situation cannot be changed. Building your own factory can change this situation.

     Even if I encounter difficulties in the future, I will not regret building a factory because it has really brought me a lot. Although the cost of doing things this way is higher, we have also accumulated workers and masters. 

     The hardware in the factory is dead, but how much does it cost to find it

     What about people like this? From a business perspective, some people may say that this is unreasonable, but I don't think there's anything wrong with it. If you want to expand your business, you can also collaborate with others.

    Q： You said that the production cost, scale, and capital investment of the "original design" are currently within a controllable range. But you have also shared with me your desire to open stores in Paris and Tokyo, 

    which represents the brand's aspiration to develop towards an international direction. Are you ready to compete with international design brands?

    At present, our production capacity is still excessive. Even if we expand our scale and open more stores, we can still supply our products.

    As for running stores so far away from Paris and Tokyo, I know it may seem illogical in business, but I will remind myself not to forget the original intention of doing this brand. Making money is a prerequisite, 

    but if you have this ability, then you need to challenge yourself. With that Compete with some powerful designers.

    There is one thing that has deeply touched me. In 2013, I attended the Frankfurt Gift Fair in Germany and saw that many of the companies I had previously served were located in a pavilion similar to the Yiwu Small Commodity Market. 

    And we collaborate with many international top design brands Together in Hall 10. I feel that I can have different pursuits: 'Bela Design' can be a small brand, it may not have a large presence, 

    but it can make an appearance in that place.  This incident prompted me to continue working towards this direction.

    I think opening a store is feasible, it's just about controlling the scale and risks. If the benefits are not good, withdraw and wait for the right opportunity to try again. I am still optimistic about this. 

    At the end of 2020, we opened our first flagship store in Tianmu Lane, Hangzhou, and received

   The feedback is very positive. In 2021, we will open two stores in Shanghai's Sun Palace and Jingyao Qiantan, and continue to expand into big cities.

   Q： In fact, you have also sold well on some e-commerce platforms or channels. Why do you still insist on forming your own closed loop? It sounds a bit risky?

    The biggest advantage of opening a store is that this channel is stable in your hands. Relying on others to purchase or sell goods on behalf of others will be much easier, but it is still unreliable. 

    Moreover, the signals conveyed by the cooperative sales platform will frequently change. For example, our gifts from a few years ago

    It sells very well on some platforms, but it is unsustainable. The seasonal attribute of gifts is strong, always erupting in concentrated months. But the factory cannot tolerate this, it must maintain stable production. 

    Once you can establish your own channel, It will become a guarantee for your factory and team.

    Q： Have you received any further education in enterprise management?

     No, As a manager, I have many flaws, sometimes being very dominant and sometimes lacking in organization. When the company is small in scale, this management method is efficient, 

     but as the scale grows, it may not necessarily be a good thing. So now I'm in charge of the design department, in charge of one

     Some of the most important people in charge of the overall direction of the company. I will hire a dedicated person to manage more detailed matters such as the market and store opening.

     I like young people who have just graduated or have not yet graduated. Many of them have excellent coordination skills, even better than those who have been working for four or five years. 

     If he encounters a career direction that fits perfectly, it is also an opportunity for him. In the future, we will be independent

     I will gradually let go and let young people take responsibility for opening a store or establishing other institutions.

     There are many design brands with a century long history abroad, but Chinese design brands with personal characteristics have mostly emerged after 2000. 

     How would you plan for the future development of 'original design' after 10 years? I have considered introducing capital Jin, or leave the brand to your own children to manage in the future.

     There are some things I haven't thought about yet, but I really need to consider them in advance. Think of Raymond Rowe (1893-1986), an American industrial designer born in Paris, France. 

     His representative works include Coca Cola bottles and Shell Corporation Logo, ExxonMobil trademark, USPS service badge, etc, Once so glorious in the history of industrial design, but with his death, 'Rowe Design' almost disappeared.

     If we introduce funds, I will wait until I have a clearer idea before speaking, because it will weaken the designer's voice. People have been discussing this issue before, but I have refused. 

    If you're going to go down a path that's too busy for money, it's better not to go. I started with design Isn't the shift in service just to do something you enjoy?

    As for handing it over to the child, it's not something I haven't thought about, but it's a matter of probability. Do they like this kind of thing? Do you have the qualifications to become a designer? 

    Even if he has this qualification, it may not have much to do with this brand.But there will definitely be people with similar traits to me in the future. 

    There will always be someone who can continue the spirit of this brand and push forward. This kind of person can be cultivated from now on to become my partner or successor He will do less and less, 

    and slowly start to sing the lead role.

    Q： As a post-70s generation, do you feel a sense of crisis when facing new generation designers such as the post-80s and post-90s?

    Having a sense of crisis is normal. In recent years, attending design exhibitions has brought about significant changes. There are more and more young designers, 

    and there are also more and more products with design sense at the exhibition. It seems that competition is becoming more intense, but the market capacity is also increasing accordingly.

   Young people have their own advantages, and we have our own advantages. Don't worry too much. As long as you put in your heart and persist in doing something. We can't control anything, just an athlete, a participant.