gooood团队采访世界各地 35岁以下的年轻创意人，他们有的是创业者，有的是普通职员。我们探访众生百相，记录这个时代年轻人的面貌和真实状态，欢迎您的推荐和建议。
第10期为您奉上的是木智工坊创始人赵雷。

gooood team interviews creative individuals under 35 years old from all over the world, some are pioneering founders, some are ordinary practitioners. gooood is trying to record the authentic living and working states of this era. Your recommendations and suggestions are appreciated!
gooood Under 35 NO.10 introduces Zhao Lei, founder of MZGF

▼视频 Video （全文深度采访见下方文字。视频为3分钟精华版，建议选择蓝光1080p观看。）

gooood x Zhao Lei 赵雷

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缘起
Origin

“想做‘简单’一点的事情。”

“I want to do “simple” things.”

我成长在浙江一个风景优美生活简单的小县城，大学的时候我离开家去了北京，在清华大学建筑系学习。毕业后先从事建筑设计，但后来发现自己不太适合，因为建筑设计需要有比较好的处理人际关系的能力，而我的个性是想做简单一点的事情。自己动手，自己把握，对自己负责，所以做家具是比较好的选择。

I grew up in a simple and beautiful small town of Zhejiang Province. I was interested in architecture when I was a child, and later I am admitted into the Tsinghua University to learn architectural design. When I really became an architect, I found myself not suitable for this industry. Architects need to coordinate with complex social relations, and to compromise and balance them. All I want to do is just something simple. I am responsible for my own results by my own hands and grasp. It is a better choice for me to work on furniture.

▼创业初期，自己动手把控产品。Early stage of mzgf, control the products by himself

▼第一个作品 – “小蛮腰”衣架，earliest product – SLIM WAIST Coat Stand

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目标
Aims

“关心品牌对这个行业乃至社会的意义…创新和效率对于社会和公众的意义大于原创…要和国际化的大品牌一较高下…对品牌最终的追求是能够和中国人精神状态契合。”

“I am concerned about the brand’s significance to this industry and the society …. Innovation and efficiency for the public is greater than the original design … and I aspire to compete with other international brands … The ultimate pursuit of the brand is able to fit into the mental state of Chinese people. ”

原创这个词比较强调设计师自己或者设计本身，而我们关心的是品牌对这个行业乃至社会的意义。我们的目标不是做单纯的原创家具品牌。也许现在我们和原创家具品牌比较类似，但这只是我们发展的一个阶段。

原创不是我们的追求，但创新是，此外我们还追求效率。创新和效率对于社会和公众的意义大于原创。设计思路创新包含了设计产品本身的创新，美学上的创新，商业模式的创新，企业文化的创新四个方面。原创家具品牌比较注重于产品本身的创新，但这只是我们追求的一部分。

When MZGF has just been established, our goal is not to do the original design furniture brand. Original design, the word more embodies the designer’s self-consciousness, and it emphasizes the designer himself or the design itself. And we are concerned about that the brand has profound significance on the users, the industry and the society.

Compared to the original design, to meet the needs of users and continuous innovation and efficient operation, continuous self-improvement is the fundamental driving force in our progress. We believe that innovation and efficiency are greater than original design for the society and public. Innovation of design ideas includes four aspects, which contains product innovation, aesthetics innovation, business model innovation, and corporate culture innovation. Original furniture brands generally pay more attention to the product itself innovation, but this is only part of our pursuit. Maybe now our brand and other original furniture brands look no differences on the market, but this is only a stage of our development.

▼木智工坊产品，从单独的家具设计到家居设计，products of mzgf, from furniture design to interior design

木智工坊成立最初的目标很简单，就是做出一些让自己和身边的人喜欢的产品。我们花了很多时间研究学习，把做出产品作为2012到2014年的主要工作，一边做产品一边做营销，在互联网下积累了一下粉丝，并获得了一些口碑。到2015年和2016年，我们主要的目标在品牌转型，想要扩张产品线，从产品概念上进行转变，实现自我超越。我更高的目标是加大品牌的自主化，不光光是和国内的品牌做竞争，最终还要和国际化的大品牌一较高下。

At the early stage of MZGF, it is simple that our goal is to produce some favorite products which are liked by ourselves and people around. We spent a lot of time studying and learning to produce a good product as the the main work from 2012 to 2014. While I was doing both products and the marketing, I accumulate some fans on the Internet, so I obtain market recognition by virtue of high-quality products and services. Finally, the company come into the virtuous circle of rapid development. By 2015 and 2016, we have grown into a team, and our goal is to expand product lines, which means product concept need changing to achieve self-transcendence. Into 2017, a larger goal clearly emerge: we compete with not only the domestic brands but the international brands.

▼早期作品 – 蹼椅，early product – WEB FEET Armchair

现在的环境中，有些人的房子是法式的，有些是新中式的，但是都和自己的生活是割裂的，这是因为我们的生活状态一直在变，既不是纯粹的中国生活状态，也不是法式的生活状态，导致我们的环境没法和我们的精神状态统一结合起来。我们对品牌最终的追求是能够和中国人的这种精神状态做一个契合。从现状来说，中国顶级的消费者在塑造他们的家居空间的时候，还是会选用国际品牌，我们希望在将来他们会选用我们的品牌。

From the status quo, when China’s top consumers shape their home space, they will use international brands, but we hope that in the future they will use our brand. At present stage of the Chinese people’s living environment, some people’s house is French, some are new Chinese. All kinds of styles all exist, but they are not related to their lives. This is because our state of life has been changing, neither purely local state of life nor western living state, which makes our environment not fit with our mental state in a strange and splitting state. And we want to compete with the international brands, that is to say, the brand can be more in line with the Chinese people’s mental state.

▼木智工坊展厅，创造生活方式，希望成为消费者优先选择的品牌。Showroom of mzgf. Create living style, aiming to be choice for all consumers

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在设计领域的定位
Positioning in the design field

“创造更好的产品比创造全新的产品要重要。”

“It is more important to create better products than to create new products.”

我们认为作为设计师来说，创造更好的产品比创造全新的产品要重要。拿椅子来说，它的产品数量非常非常多，在这么多的数量里面，再增加一个特别的产品，其实意义并不是很大；但是如果做一把比一般的椅子更好的椅子，意义就不一样了，这是我们对自己在设计领域的定位。

We think it is more important for designers to create better products than to create new products. For the chair, the number of its products is very large. In so many quantities, we think that adding a special product is not significant. Would it be better to adapt to the local and contemporary life if the goal was to do a better chair or a classic design than a normal chair? Its meaning is quite different. This is our position in the design field.

▼蹼椅，WEB FEET Armchair

蹼椅是我们设计的第二把椅子，我们学习的对象汉斯瓦格纳在设计了一百多把椅子后才做出了经典的The Chair，然而作为一个没有太多经验的设计师，想要超越前人的话就不应该走一条全新的道路。你可能会花费很多的时间，也没能达到很好的效果。所以我们做出了一个比较现实的选择：在一把经典的椅子的基础上，改良它让它变得更好。这可能和原创的概念不太一样，我们想做更好的产品，而不是全新的产品。蹼椅就是在很多前人的基础上，把好的东西留下来，用新的美学对其重新进行定义。它虽然借鉴了优秀的产品，但其实是一把新的东西。

For example, the webbed chair is the second chair we designed. The object of study is Hans Wagner who designed more than a hundred chairs before the classic The Chair, which means that I should not take a new path if I want to go beyond the predecessors as a designer without much experience. Because you may spend a lot of time, but failed to achieve very good results. So we made a more realistic choice: improve it based on a classic chair and make it better, which may not be the same as the original concept. We want to do better products, rather than new products. The webbed chair is the fruit of a lot of predecessors’ labor—the good things to retain with the new aesthetics to re-define it. Although it is a classic product as a prototype, sometimes it is simply judged as plagiarism, in fact, it is a new thing.

▼蹼椅 – 在经典的基础上创造更好的作品，WEB FEET Armchair – create a better product based on classic design

我们最好椅子是贝椅。经过工艺研究后，我们决定使用最新的整体发泡膜，这种材料非常舒适，也适合现代的空间。这个设计的出发点和蹼椅有点类似，还是改良最好的椅子。这把椅子借鉴了Y椅，是汉斯瓦格纳除了The Chair之外设计的另一把最经典座椅。背椅最具代表性的部分是其靠背上的曲线，叫做联邦棍，来自于中国的圈椅。尽管背椅的形式来自于中国椅子，但最后的完成品看起来非常国际化。为了做这把椅子我们研究了很多新的工艺，比如一块皮的形状要怎么裁切，怎么缝制，都是用高科技手段设计出来然后交给工厂打样，发现有不服帖的地方后再重新设计，反复了几次，差不多花了大半年的时间才把将其做出来。如果你要说它没有内涵，就会觉得它是国际化的椅子，但是它是有内涵的，有中国的东西在里面。

Our best chair is Shell chair. After the process study, we decided to use the latest polyurethane soft foam technology. This new synthetic material is very comfortable and more suitable for modern space. The starting point of Shell chair design which is the better improvement of the chair is similar to the Webbed chair, but its improvement is more thorough and exquisite. This chair absorbs the experience of the Y chair, which is another classic chair besides The Chair by Hans Wagner. The most representative characteristics of Shell chair is the curve of backrest, the handrail and the loop, respectively from the data research on Chinese human body size and three Ming Jie classic-federal stick, goose neck, crescent handrails. Its essence is wisdom crystallization of the modern technology, Chinese traditional design and craftsmanship. Although the design language of Shell chair is from the Chinese culture, the final finished product looks very international. We make a lot of efforts for this, including adventure to develop a lot of new technology, such as the shape of complex leather to how to cut, how to sew in order to perfect package and fit into chair body, which are designed with high-tech means, and then let the factory achieve this product. When we found the details of the inconsistent, then we redesigned and repeated it many times, which almost spent half a year before the stereotypes, and later will continue to improve to make it more perfect. Such a chair, if you can not see or read its meaning, this will feel that it is an international chair, but it has profound meaning because there are somethings in China.

▼贝椅，SHELL Chair

▼贝椅 – 从传统椅子出发，采用现代工艺，SHELL Chair – inspired by traditional Chinese chair, designed and produced in high-tech ways

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以工匠精神进行制作
Produce a good product in the spirit of craftsmen

“我们追求比其他商品更能满足客户的需求…好的有竞争力的产品，和是否批量生产是没有关系的。”

“We pursue to meet customers’ needs better than other products… There is no relationship between good products and whether or not the manual or mass production.”

我们家具最根本的出发点是用户的需求。这个社会上有很多需求，比如更好的设计，更加高效的商业模式，更加好的体验，还有更加符合中国文化认知的内涵，等等。我们要追求一个意义，那就是比其他商品更能满足客户的需求。做出一件好的产品是一个系统的工程，完成了开始的设计阶段后，我们需要找工厂配合，经过研究把它制作出来。如果没有仔细的研究，我们是无法完整地做出成品的。这个过程需要设计师，工厂的质监以及客户的共同参与，我们要接受客户的反馈，不断打磨推敲，并且不断地改进我们的工艺。

工匠精神的目标是做出好的有竞争力的产品，和是否批量生产是没有关系的。家具比较特殊，有些工艺很难被机器取代，所以我们在生产家具的过程中既要用到手工，又要利用批量的工艺化制造，二者是结合在一起的。好的作品有自己内在的特点，和是否批量关系不是很大。在有的设计中，开发商会因为对工艺不了解而造成生产上的问题，这就需要我们去和他们磨合。我们会尽可能地帮工厂想办法，提升它的工艺水平，让它能够做出更好的产品。

It is the most fundamental starting point that should be able to meet the needs of users. There are many needs in this society, such as better design, more efficient business model, a better experience, and more consistent the connotation of Chinese cultural awareness and so on. We have to pursue a sense that better products should meet users’ needs. Producing a good product is a systematic project. After the completion of the design phase, we need to find out the factory through research to make it out. If we did not study it carefully, we could not make the finished product completely. This process requires designers, factory quality control and customer participation so that we have to accept customer feedback and continue to improve our technology by constantly grinding and scrutiny.

This way of doing the product looks like very modern, but it is fit with the traditional spirit of the craftsmen. The core of the spirit of craftsmen is to make a competitive good products. This is not related to whether the product is handmade or mass production. Furniture is more special, and some technology is difficult to be replaced by the machine, so we must retain the texture of the manual and pursue the efficiency of the machine manufacturing in the process of furniture production. These two are combined together. Good works have their own internal characteristics, which can not simply use the manual or machine production to distinguish, or even against it. In some of the breakthroughs in the design process of conventional development, because the supply side does not understand the problems of the production, it requires us to communicate with them. We will try to help the factory find ways to enhance their technology level so that they can produce better products.

▼生产过程中需要用到手工，handmade process is necessary in producing

▼木制家具细部，detail of the wooden furniture

▼巧妙的设计方便使用，convenient design

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从产品思维转变为空间思维
From product oriented to spatial oriented

“我们虽然是以木头作为起点，但是不能局限于这个材料…客户买产品的根本目的不是购买产品本身，而是为了搭配他的家庭环境。”

“Although we worked on solid wood industry as a starting point, but can not be limited to this material …. The fundamental purpose of customers to buy products is not to buy the product itself, but to have a better home.”

我们最开始只专注于木头，研究木头的性能及木头的工艺，做了一系列实木产品。然而，等我们完成这个任务之后，我们发现市场有更多的需求，于是我们从产品思维，转变为了空间思维。客户买产品的根本目的不是购买产品本身，而是为了搭配他的家庭环境。只有木头的产品是不能满足他们的需求的。比如出于舒适考虑，他们要求沙发必须要配软帮，而家庭的材质也必须要丰富，让他们的家变得更漂亮更美。我们虽然是以木头作为起点，但是不能局限于这个材料，因此我们开始了材料的拓展。首先是金石木作系列，将玫瑰金的金属件和天然的大理石和木头结合在一起，既保留了品牌的差异性，又让材质变得丰富；然后我们又推出了现代轻奢系列，这个系列采用纯现代的工艺，完全针对现代家庭设计；还有就是中式系列，展示了中国的一些元素和内涵。实际上我们并没有明确区分这四个系列，它们是互相交融在一起的。以像蹼椅系列为例，它里面还是带有中国元素的。我们为了让用户清晰地感知到品牌的差异度和丰富性而将其编译为四个风格，实际上只有一个风格，就是现代中国的家居风格。

We began to focus only on the wood, the performance of wood and wood for the crafts, and made a series of solid wood products. However, after we have completed this task, we have found that the market has more demand. When we try to meet these needs, it is gradually from the product thinking to the spatial thinking. We quickly realized that the fundamental purpose of customers to buy furniture is not to buy the product itself, but to match his family environment. Wood products can not only meet their fundamental needs. For example, they need home more comfortable, which requires the sofa must be equipped with soft material to make people relaxed enough; they need a beautiful home, which requires the furniture material must also be various so that their home becomes more beautiful and pleasant. We worked on wood industry as a starting point, but not limited to this material, so we began to expand the material. The first is the new material series, the metal pieces of rose gold and natural marble and wood are combined together, which retains the brand characteristics and makes the material become rich; and then we launched a modern luxury series which uses modern technology completely aimed at modern home design, and there is a Chinese series, showing some China’s elements and contents. In fact, we do not clearly distinguish the four series. They are blending together. For the Shell chair, for example, it belongs to the modern lux ury series, but there are the Chinese elements. In order to allow users to clearly perceive the brand differences and richness, we interpret four styles—only one style, MZGF style.

▼经典木作系列，Classical series

▼经典木作系列 -（左）涟漪床头柜（右）高背床，Classical series – (left) RIPPLE side table (right) High-back bed frame

▼经典木作系列 -（左）小蛮腰衣架（右）四叶草镜，Classical series – (left) SLIM WAIST Coat Stand (right) Clover Mirror

▼金石木作系列，New material series

▼金石木作系列 -（左）睡莲茶几（右）露珠茶几，New material series – (left)LOTUS Coffe table (right)Dewdrop coffee table

▼金石木作系列 -（左）功夫茶几（右）无边电视柜，New material series – (left) Kongfu Coffee Table (right) INFINITE Side Board

▼现代中式系列，Modem Chinese series

▼现代中式系列 -（左）云栖四柱床（右）砚台书架，Modern Chinese series – (left)YUNQI Four-poster bed frame (right) INKSTONE Bookshelf

▼现代中式系列 -（左）半山玄关桌（右）地平线餐桌，Modern Chinese series – (left)Banshan Wall Table (right) Skyline Dining Table

▼现代轻奢系列，Modern luxury series

▼现代轻奢系列 -（左）无际转角沙发（右）花瓣休闲椅，Modern luxury series – (left) INFINITE Corner Sofa (right) Petal Lounge Chair

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木智风格与引领美学
MZGF Style and the guidance of Aesthetics

“我们在美学上最大的追求是创造一种属于自己的美学风格：一种现代的，中国的，国际化的美学风格。希望以后能被叫做木智风格…我们的目标是引领美学。”

“Our greatest pursuit in aesthetics is to create an aesthetic style that belongs to our own style: a modern, Chinese, international aesthetic style. We hope that it can be called MZGF style later …. Our goal is to guide the aesthetics.”

木作家具有很多高端的用户，而越是高端的客户，就越在乎空间的需求，建筑的室内到整个软装的家具都是要配套的。对此我们品牌想要做一个创新，用专业的词来说叫美学范式，就是指美学分布。我们在美学上最大的追求是创造一种属于自己的美学风格，它既不是日式，也不是法式，不是北欧，也不是中式的，更不是新中式，而是我们自己的风格，一种现代的，中国的，国际化的美学风格。希望以后能被叫做木智风格。

MZGF furniture has a lot of high-end users, and the high-end customers are more concerned about the spatial needs. From the interior of building to the furniture and the entire soft design, these should be matched. In this regard, our brand wants to do an innovation with a professional word called aesthetics paradigm, referring to the aesthetic distribution. Our greatest pursuit in aesthetics is to create a kind of our own aesthetic style. It is neither Japanese nor French, Nordic, Chinese, new Chinese, but a fusion of modern elements—China localization and traditional elements, which represents international universality of the aesthetic style. We hope that it can be called MZGF style later.

▼木智工坊软装设计作品 – 深圳汉京九榕台（室内设计：李玮珉建筑师事务所），soft outfit design – Peak Boulevard, Shenzhen (interior design: LWMA)

美学是我们的追求，我们的目标是引领美学。中国的美学太落后，表里不一，比如中国顶级的住宅，外立面已经非常现代了，但是内部的装修还是法式的，中式的，各种各样的美式的，欧式的。我们的想法是希望自己的品牌从产品家具到室内设计，再到整个精神内涵，都能够和不同的文化追求以及精神状态相契合，这种美学我们只能用图像去表示，如果一定要用文字表达的话，那就是中国的国际化的美学。

Aesthetics is our ultimate pursuit, and our goal is to guide the domestic home aesthetics. China’s residential aesthetics is too backward, which is duplicity, such as the top houses in China. Its facade has been very modern, but the internal decoration is blind obedience, stagnant, outdated. We hope that it can be matched from the furniture products to the interior space decoration, and then from the entire spiritual content, and the pursuit of different cultures to the spirit of the state in our own brand.We can only use the image to show this kind of aesthetics if we must use written expression, that is to say, China’s international aesthetics.

▼木智工坊软装设计作品 – 深圳汉京九榕台（室内设计：李玮珉建筑师事务所），家具与空间结合，体现中国的国际化美学，soft outfit design – Peak Boulevard, Shenzhen (interior design: LWMA), combination of furniture and space, creating an international aesthetic style in China

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可持续
Sustainability

“平板包装运输能耗非常低，是通过设计提升社会效益的一个手段。”

“Energy consumption of flat packaging transport is very low, and it is a way to enhance the social benefits.”

“拒绝非法木材，选用可持续的木材。”

“Refuse illegal timber, and choose sustainable wood.”

我们研究平板包装的出发点是考虑到中国的商业化家具行业效率非常低。以前，中国的家具是通过代店来面对不同消费者，现在随着互联网电子商务的发展，我们可以网购家具，这就带来了运输的问题，包括运输的能耗问题和效率问题。平板包装运输能耗非常低，可以提高行业的效率，是通过设计提升社会效益的一个手段。实际上我们的考虑不只局限于成本。比如说以前的农民需要自己种菜，但是在生活水平提高之后，他们就不用自己种菜了；然而随着生活水平继续提高，他们又要去体验种菜这个活动。平板包装，包括安装家具的整个过程，都不用客户亲手去做，既节约了成本，又提升效率。但是随着人们生活水平的进一步提高，安装家具本身会变成一种体验。我们在做的就是让平板包装变得更高端，变得有仪式感。我们的客户能够收到一份精美的说明书，其中有每个安装步骤的图纸；我们还设计一个五金盒，里面所有的五金都非常精致。说明书对每一个安装步骤都做出了精细化指导，使得安装的过程不会枯燥，甚至更像是一种享受。有时候生活中的愉悦感来自于好的设计，客户可以通过这个过程亲身体验和感知家具设计的巧妙之处。就算由师傅来安装，因为每个步骤都已经被设计好了，所以师傅可以很优雅地完成安装，如同一场表演。总而言之，我们的平板包装就是通过设计，让安装过程变成一种体验，而不是一种负担。

Our starting point of flat packaging is to take into account that efficiency of China’s commercial furniture industry is very low. In the past, China’s furniture is through the stores to face different consumers, and now with the development of Internet e-commerce, we can purchase furniture on line, which brings some transport problems, including energy problems and efficiency issues of the transport. Energy consumption of flat packaging transport is very low, however, it can improve the efficiency of the industry, and it is also a way to enhance the social benefits by designing. In fact, our consideration is not limited to costs. For example, the former farmers need planting their own vegetables, but after the improvement of living standards, they do not need to plant their own vegetables. However, as residential standard continues to improve, they have to experience the activities of planting vegetables. Flat packaging, including the installation of the entire process of furniture, do not have to do by their own hands, and not only save the cost but also improve efficiency. But with the improvement of people’s living standards, the installation of furniture itself will become an experience. What we are doing is to make the flat packaging become more high-end and ritual. Our customers can receive a beautiful brochure, which has a drawing of each installation step; we also design a metal box which the hardware is very delicate. The instructions have been refined on every installation step so that the installation process is not boring but more like a pleasure. Sometimes the sense of pleasure in life comes from good design, and the customer can experience and sense the ingenuity of furniture design through this process. If the master workers install it, they can be very elegant to complete the installation, like a performance because each step has been designed. All in all, our flat packaging is designed to make the installation process become an pleasant experience, not a burden.

▼平板包装让安装成为更轻松的体验，flat packaging makes installation a pleasant experience

▼精美的说明书，beautiful brochure showing installation steps

然而把安装过程变得仪式化要求是非常高的，它对于实木系列和经典木作系列会比较有效，因为木头的组装过程非常可视化，每个组件都是由同样的材料制成，就像自己造房子一样，它与中国的木建筑有相似之处，而后者蕴含的奥妙更多。与此相对，现代轻奢系列更注重舒适性，我们没有给它设置仪式化的安装过程。

However, the standard of ritualization in installation process is very strict. It is more effective for the series of solid wood and classic wood, because the assembly process of the wood is very visual. Each component is made of the same materials, like their own house. It has similarities to the Chinese wooden buildings, while the latter contains more mysteries. In contrast, the modern luxury series more emphasizes on a sense of comfort. We did not set it up for the ritual installation process.

▼精巧的五金件，让安装变成一种艺术，delicate instruments makes the installation kind of art

中国一直是全世界最大的非法木材销售地，这是商家和消费者共同产生的结果，消费者喜欢，商家也以此作为卖点。既然我们想做全新的面向年轻人的品牌，首先就要让价值观国际化，拒绝非法木材，选用可持续的木材。经过对全世界木材产地的研究，我们会选择生产管理水平非常高，完全没有非法木材或商业化程度比较高的地方，后者在工艺方面完全没有问题。我们不会选择珍稀的木材，也不会选择那些存在非法木材砍伐现象的国家生产出口的木材。

China has always been the world’s largest sale of illegal timber, which is the result of business and consumer. Consumers like it, and businessman also use this as a selling point. Since we want to do a new brand for young people, we must first make the values internationalization, and refuse to illegal timber to have the choice of sustainable wood. After the study of wood production in the world, we will choose a place where there is a very high level of production management and no illegal timber or a relatively high degree of commercialization, and the latter is no problem in technology. We will neither choose rare wood nor choose that of those countries where the illegal timber is produced.

▼主要木材供应国管理水平，木智工坊的木材来自美国和德国，management level of the main wood supplier countries, wood of mzgf comes from the US and Germany

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新时代下的运营
Operation under the new era

“反馈快，不做普通的产品，高效率的营销服务体系。”

“Fast feedback, efficient marketing service system. We do not do ordinary products.”

我们做电子商务，它的特点是反馈非常快，研发的产品一上线，马上就可以得到客户的反馈。如果客户不喜欢我们就会将其下架，改良或重新设计。电子商务有很多营销的理论，我们比较认可的一是产品内容化，即你可以通过产品的内涵和故事去吸引客户，告诉他们产品来自于哪里，为什么是这样的，以及所有它能感知到的东西。还有一点就是爆款，就是我们要做就做最好的，不做普通的产品，因为普通的产品没有生命，很可能会被替代。真正好的营销，是让你不用推销就可以把产品卖出去，是要在产品设计的阶段就开始做的。从商业环境来说，消费者能够选择的东西非常多，你只要把它做到最好，就能避免需要去推销的这个结果。

We are the original online brand. The Internet is characterized by very fast feedback. As long as research and development products are on the line, you can immediately get customer’s feedback. If the customer does not like our products, we will be off the shelf, and improved or redesigned it.
Traditional furniture industry is not only inefficient but also high costs, including marketing costs, while the online business generally have effective costs and low marketing costs. In a number of marketing theory of online business it is more recognized for us that the product content, that is to say, you can through product contents and stories attract customers and tell them where the product comes from, why this is, and all users can perceive things. There is a popular principle, that is to say, we try our best to do it not to do ordinary products, because the ordinary product is not viable, which will soon be replaced and lost its value quickly. Good products can tell it. Really good marketing is that you do not have to peddle all the way to sell out, and it can be done in the starting stage of product design. From the business environment, consumers can choose a lot of things, as long as you do your best to design, you can avoid the result to make a lot of efforts to peddle.

▼简洁现代的展厅，以产品为重，simple and modern showroom of mzgf, underlining the quality of the products

此外，我们利用技术的发展打造出了一种高效率的营销体系，其目的主要是为了服务。比如说我们的展厅只在杭州，那其他地方的人怎么体验？我们通过把它打造成数字化展厅，利用技术手段让不同地方的人都可以进行体验，提高了营销的效率。

我们项目的整体化是整体设计师的，我们想推整体的一个朋友圈，既有自己的设计师也有外部的合作设计师,双方在同一个美学的范畴之内做设计。在推广的方式上我们介于两者之间，走了一条中间的道路。

In addition, we enjoy the dividend of technology development, and develop a highly efficient marketing system, whose the main purpose is to serve a greater number of users with less costs and better quality. For example, we only opened a flagship exhibition in Hangzhou. How do other people experience? We use virtual technology to create it into a digital exhibition hall by the use of technical means to allow people in different places to experience, improve the efficiency of marketing.

In addition, we integrate the industry’s high-quality design resources so that we create an open platform of highly efficient integration. We want to popularize “circle of friends”, both our own designers and external co-designers. The both become more rich and diverse by designing within the same aesthetic category. In the way of promotion, we take an intermediate route.

▼生活体验式展厅，showroom of life style

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全球竞争机遇大于挑战
Global competition opportunities outweigh the challenges

“力争在统一的大市场环境下实现产品、家具、室内和建筑的统一。”

“Strive to achieve the unity of products, furniture, interior space and architecture in a unified market environment.”

我觉得机遇要大于挑战。中国跟其他国家相比有一个非常大的优势，就是中国的市场是一个统一的大市场，所有的消费者都在一个市场里面，这对于中国的家具品牌，乃至所有原创设计品牌都是一个很好的环境。任何设计想要征服消费者的心，最终不是靠价格，而是靠文化。中国的文化是一个统一的文化，它的内涵非常丰富，可以为设计提供很多素材，使其和消费者产生进一步的联系，这是中国品牌的另一个巨大的优势。

建筑、室内、家具，实际上从现在来说还是比较割裂的，我作为建筑师做家具，其实有一定的优势，就是能够将家具室内建筑统一起来，所以我们现在也是在从家具向室内发展。首先是在模板中做设计，即完全不管建筑师的方向，只是对室内设计师进行引导，使得完成后的室内空间效果非常统一和精致，然后再由我们做家具到软装这一部分。我们未来的服务可能会延伸到室内的部分，最终实现从产品、家具、室内和建筑的统一。

China has a very big advantage over other countries, that is to say, China’s market is a unified big market. All consumers are in a market inside. This is a very good environment for China’s furniture brand and even the world’s original design brands. Any design wants to conquer the consumer’s heart, ultimately not by price, but by culture. Chinese culture is a unified culture, and its connotation is very rich, which can provide a lot of material for the design, and consumers may have further contact. It is another great advantage for the Chinese brands.

On the status quo of the environment, the building, interior space and furniture are actually relatively fragmented. As an architect, there is a certain advantage by doing furniture, that is to say, I can unify furniture, interior space, and buildings together, and so we are now developing from the furniture to the interior. This development requires a process, first of all we design in the template, that is to say, completely regardless of the direction of the architect, the interior designer has a guide so that indoor space effect is very uniform and refined after the completion, and then we design this part from the furniture layout to the whole soft install. Our future service may extend to the interior part, culminating in the unification of products, furniture, interior design and architecture.

▼木智工坊室内设计作品 – 杭州和家园紫园，interior design – Ziyuan, Hangzhou

▼木智工坊室内设计作品 – 杭州西溪天堂悦居，interior design – Xi Xi Taintang Yueju, Hangzhou

发展过程中困难的地方主要是在管理，因为我们没有经验，但这个问题在我们有了规模之后就解决了，因为有了规模就可以对其有一定掌控能力。作为品牌来说，产品用钱解决不了，规模可以靠钱解决，但是产品不行。产品线是我们的基础，但是我们可以重新思考产品，花精力去研究某个美学，对产品进行重新的塑造。我们在设计产品时不是只从产品本身出发，而是会依据美学的构想，把不和谐的地方慢慢磨平，使其成为一个整体。

We have a difficulty in developing this process, that is to say, it is mainly in the management level because we have no experience. But the problem is solved after we have a certain foundation because we can have some control over the plight. As a brand, the foundation can be solved by money, but the product does not work out that way. Product line is our foundation, and in the development process we will rethink the product style and spend energy studying aesthetics. We are in the design of products, which will not only start from the product itself, but also be based on the concept of aesthetics so that the discordant link is slowly polished to make it a whole.

▼木智工坊创始人赵雷，Zhao Lei, founder of MZGF

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