The famous designer MASSIMOVIGNELLI once said: "In the United States, the purpose of market research is to know what users want, not what users really need." Han Jiaying, a well-known Chinese designer, also said something similar: "Excellent designer works, excellent The designer is to be looked up to.”

Design is the philosophy of the spire of life, and behind it is the designer's thinking and insight into the entire human living environment. It's a pretty professional thing.

Then, when our life enters an era of consumption upgrading, home improvement and home furnishing is faced with the demand for higher quality and higher efficiency, and the generation gap between ordinary consumers and professional design is naturally shortened. It has also become a conscious and spontaneous demand to drive the entire home improvement and home furnishing industry to achieve digital upgrading with the designer's insight, so as to achieve a balance between professional design and mass home furnishing.
The inner logic of "Laying Flat Designer" is here: through the ideas of designers, as the upper-level driving force for the digitalization of the entire home improvement and home furnishing, relying on Alibaba's ecological supply chain and digital technology to realize the digital upgrade of the home improvement and home furnishing industry, Provide full-link technical support and services for home improvement enterprises, home furnishing brands and consumers in the process of consumption upgrading.

The last time I wrote about a flat designer was the 618 Virtual Home Improvement Festival. At that time, the core point of view was "scenario revolution led by technology", focusing on the transformation of "display aesthetics" represented by 3D virtual scene technology to traditional home improvement consumption scenarios. What I want to talk about today is based on this, with Tmall Double 11 as the background, lay flat designer's deep insight into "digitalization of home decoration".

The data of the double 11 flatbed designers in the past is an explosion, and it also reveals the huge potential of digitalization in the home improvement and home furnishing industry to some extent.

More importantly, the digitalization of the home improvement and home furnishing industry has entered a practical path that can be implemented. There are at least two profound industry logics behind this.

First, digital technology continues to improve. In addition to the "what you see is what you get" brought about by 3D virtual technology, the traditional online home improvement problem of "goods is not on the right board" is eliminated, and further full-link digital technology and services are aligned with the line. Online and offline integrated operation. Offline merchants are in urgent need of digital upgrades, and the only marketing functions of vertical platforms are not enough to support new consumption upgrades.

Second, lying flat designers rely on Alibaba's supply chain and big data, and have the ability to establish a real value circulation system at both ends of supply and demand.

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You can get a satisfying home even if you lie down

According to the data, "Laiping" is an innovative business under Alibaba. Its modules include Liping APP, Liping Home, Liping Designer, Liping Supply Chain, and Liping Smart Manufacturing. The intention of the big lying flat is to transform the traditional home improvement industry through the integration of ecological modules.

As the most design-driven module in the big lay-flat ecology, the composition of the strategic elements of lay-flat designers is also very clear: in the context of the increasingly wide application of 5G, 3D and other technologies, through "design + technology" to form a comprehensive Link digital solutions, promote the rapid integration of the real economy and the virtual economy, and become a platform for value circulation in the ecological chain of home improvement and home furnishing, including home furnishing brands, designers, home improvement enterprises, and custom factories.

At present, Liping Designer has more than 10 million global designers, 1 million world's largest 3D model library of real products, and cooperates with more than 50,000 industry merchants.

This Double 11, Ali's technical advantages can be fully demonstrated. In the words of Tang Xing (hua name Pingchou), vice president of Alibaba, head of Tao Department product technology, and head of lying flat business: "This year's double 11 is a super explosion of the world's largest content e-commerce market, consumers, technology , content and business ecology are resonating violently every second, and the superposition of real-time, complexity and continuous peaks makes it the pinnacle of global technology.”