De-stylization, strategic cooperation with multiple real estate companies, and an output value of over 100 million... This young designer has many eye-catching labels. In the ten years since he started his business, the design company he founded has grown rapidly from 3 to 5 people to nearly 300 people. The annual output value is close to 300 million!
What kind of design company is this? How did he grow from a designer to a manager, manage the company organically, and let employees ENJOY DESIGN and ENJOY LIFE?
On the afternoon of April 27, the artistic conception open class of "Oceano 2020 New Youth Enjoyment Camp" came to its fourth period. This time, we moved the live broadcast room to a compound with a very life-like atmosphere - Guangzhou ENJOY DESIGN headquarters, and invited Mr. Guo Jie, founder of ENJOY DEGIGN, as a guest speaker to share how to scale up the design company.
(Screenshots of artistic conception open class live broadcast room, ENJOY DESIGN Douyin live broadcast room)
Since the launch of the "Artistic Concept Open Class", the popularity of the open class has continued to rise thanks to Oceano's brand affinity and the super aura of the guests in each issue. In this open class, ENJOY DESIGN’s Douyin simultaneous live broadcast was added. A class full of useful information and powerful skills made the audience go crazy. Red envelopes, little hearts, unicorns, happy water, and endless gifts in the live broadcast room!
By the end of the open class, a total of 21,000 people had watched the live broadcast room of the artistic conception open class, and 1,058 people had liked it. On the other hand, ENJOY DESIGN’s Douyin live broadcast room also received 20,000 audio waves!
What kind of charm does this founder of a "multiple real estate strategic cooperation" design company have that allows a design company with just a few people to grow rapidly and achieve an output value of over 100 million? Let us review this live broadcast that was exposed to more than 40,000 people.
On-site visit
A harmonious coexistence between man and nature
Before the official broadcast, we followed Mr. Guo Jie to visit ENJOY DESIGN’s office park. This is one of ENJOY DESIGN’s old renovation projects and has been shared by the industry as an excellent case of “revitalization projects”.
This time, it was also the first time it appeared in the live broadcast room, and the founder personally led the way and explained.
（ENJOY DESIGN concentric lock）
When we walked to a concentric lock tree, the live broadcast officially started. Colorful concentric locks add a bit of playfulness to the serious office area. Looking carefully at the big and small words on the lock, it turns out that these are small wishes written by ENJOY DESIGN employees on their monthly birthdays. This is the company’s wish tree, ENJOY LIFE, which can be opened from this small concentric lock~
In the park, the most eye-catching thing is a big whale in the atrium of the park. This is a sculpture created by the design director of ENJOY DESIGN. Half of the whale is in the "water" and half is on the "water", which means "Like a fish in water" also means using water as wealth. The Feng Shui formation that Teacher Guo Jie talks about is actually very artistic.
A parasol brought back from Chiang Mai, a lounge chair, colorful woven fabrics, bird feeders for birds to perch... An unparalleled "natural carnival" is slowly unfolding, keeping 300 employees entertained at all times Enjoy life and grow organically.
Ten years of advancement
Choice is more important than hard work
"The first thing ENJOY DESIGN has done in the past ten years is 'choice'. We first chose to focus on real estate. This is a very commercial field, so it also has higher requirements for product strength." In Guo Jie's view , ENJOY DESIGN has developed so far, the most important thing is choice.
In 2009, when ENJOY DESIGN was founded, there were only 3 to 5 people. After ten years of development, it has reached a scale of 260 people. How was it established? Teacher Guo Jie believes that we must first establish brand awareness. Designers need to associate products with project content to create stickiness among customers, thereby gaining recognition and improving business efficiency.
Secondly, the advancement of ENJOY DESIGN is inseparable from the guidance of national policies. While most design companies are rooted in Beijing, Shanghai, Guangzhou and Shenzhen, ENJOY DESIGN has chosen to develop second-tier cities. Although these cities are not as popular as first-tier cities, they have higher development potential. Correspondingly, ENJOY DESIGN's service and price system are also superior to other local design companies, thus creating a larger scale.
Choice is more important than hard work. This sentence has been witnessed in ENJOY DESIGN's ten years of development.
In the nine years since its establishment, ENJOY DESIGN has visited 21 provinces, 3 cities and 65 cities. In Guo Jie’s view, managers of design companies should shift their focus from technical management to thinking about the balance between management, operation and design.
As the management of ENJOY DESIGN, Guo Jie suggested that management should think beyond design thinking, pay attention to industry trends, and establish long-term management thinking.
Be at the forefront of the industry
Be the first to provide ideal life experience
ENJOY DESIGN has four core departments - creative center, R&D center, technology management center, and partner team. These four cores form the backbone, and each team is responsible for different scopes of work.
In the 70-person R&D center, their main job is to conduct research on future life and scenarios based on needs, formulate mission statements, and assist designers in completing projects. Use observation and insight to effectively solve problems that arise now or in the future.
Through in-depth observation of the real estate sales process, ENJOY DESIGN found that the real estate industry has entered a stage of major reshuffle. What real estate companies and design companies have to face is how to create a product that is more recognizable and more impressive to customers. The impact of scenarioization on the real estate industry will become mainstream.
Guo Jie used four cases to explain the evolution of real estate design in the past ten years - from stylization to scene-based iteration. "I can't say that a designer can make a house sell well, but a designer can help a house sell well."
"Real estate sales are iterating from style to scenario. Design companies must be forward-looking and at the forefront of industry development. Enhance the sense of experience, create a "what you see is what you get" real estate scene, and be the first to provide consumers with what they want. ideal scenario."
During the current epidemic, how should design companies make choices? Guo Jie believes that 2020 will be a watershed year for ENJOY DESIGN. "After the epidemic, real estate has not cooled down, and it continues to wait for the next wave of dividends. The real estate industry is gearing up." For this reason, Guo Jie believes that design companies should pay more attention to how to improve their core competitiveness: First, Innovation ability, the second is the ability not to be satisfied with the status quo, and the third is the improvement of services beyond core competitiveness.
So, what are services beyond core competencies? Guo Jie explained that the core competitiveness of a design company is design. In addition, it alsoPay attention to “user thinking”. That is to find the core group of people, integrate the upstream and downstream industry chains, observe, investigate and study in multiple dimensions, and form a set of scientific methodologies to enhance product strength.
For example, when ENJOY DESIGN implemented the Chongqing project, it implanted research on fruit drinks and tea drinks into the sales space, expressing the existing scene in a more international and urban way, allowing people to view houses. Investors and home buyers have a living experience within reach.
The road to development of fine decoration
Insight into future growth and life needs
Guo Jie believes that ENJOY DESIGN in the past ten years and in the next ten years is inseparable from one keyword: core competitiveness. As a design company that collaborates with real estate companies to create product standardization, what is its fine decoration system like? In which direction does future development lie?
Chen Xiongsheng, R&D Director of ENJOY DESIGN, analyzed how to advance in fine decoration in the next ten years. "Fine decoration is not just a design with good looks and creativity, it should also be a people-centered design." Chen Xiongsheng believes that designs that are not people-centered are just hooligans. When renovating, in addition to solving existing needs, we should also gain insight into the future growth needs of the residents, making the space more humane and diversified, and allowing the residents and the space to "grow" together.
In a family, the feelings between members are the foundation for maintaining the warmth of the home. So, how is the temperature of your home perceived? ENJOY DESIGN senses the home's temperature from five dimensions - sight, hearing, touch, smell and smell, and integrates this into fine decoration cases, designing and considering people's life to form a future living space.
Finally, Guo Jie revealed ENJOY DESIGN’s next major plan—recruiting city partners. Guo Jie said that ENJOY DESIGN will recruit teams to work side by side in provincial capital cities across the country, introduce more cultural characteristics of cities, establish branches in major provincial capitals, and advance to a larger scale.
Open class on artistic conception design – Q&A after class
Q: Currently, the design company is mainly engaged in small real estate developer projects. If you want to do large real estate projects, what suggestions do you have?
Guo Jie: Regardless of the size of real estate companies, the market and consumer customers are the same. Essentially, they are a test of whether the design team has sustainable product capabilities. Whether the design team can work hard and speak out for the real estate company, and whether the service system and structure can keep up with the development of the real estate company, are one of the factors that determine whether the design team can cooperate with large real estate companies.
Q: For design students, is it better to enter a large design company or an independent design firm?
Guo Jie: When you first graduate, it is recommended that you go to a larger design institute to practice for a while, because you can see more different things. The characteristic of a small company or personal studio is that the teachers in the firm affect your future; while for a larger company, the market determines your future.
Q: At what stage can a designer try to start an independent business?
Guo Jie: Any time period is acceptable. But you need to think twice before starting a business. You need to prepare a one-year reserve fund, have sustainable product capabilities, good financial information, personal relationships, technical foundation, etc. These are all issues that require careful consideration. In addition, you must also have the determination to face failure.
Q: How do you view the future trends in fine decoration or interior design?
Chen Xiongsheng: The trend of fine decoration and interior design is more about returning to the underlying logic, that is, starting from the user's thinking. All our customers are dependent and sticky on the brand. When a real estate brand is made customer sticky, customers will follow the brand. Therefore, the future trend of fine decoration will be more refined segmentation and more branded and personalized products.
Guo Jie: The future lifestyle can be summed up in three words - light, thin and thin. The trend of fine decoration should be based on the most fashionable and advanced ones at present.Technology is used to solve current problems or the directions that can be thought of in the future. Future trends can give us unlimited space for imagination, and the distance to realize our imagination will become shorter and shorter.
Q: In addition to Beijing, Shanghai and Guangzhou, which other city in the Jiangnan region is suitable for development and design?
Guo Jie: Hangzhou. Hangzhou has certain geographical advantages. Firstly, Hangzhou has many universities and has natural advantages in talents. Secondly, from a historical perspective and high development level, Hangzhou is a place worthy of attention. In addition, there is Nanjing in Jiangsu and Zhejiang, which is also a very fast-growing city. The number of Nanjing universities is as much as any other city in China. I believe that where there are talents, there will be opportunities for development, and the appearance of the city is also worthy of consideration.
Q: Have you carried out commercial retail space design? Any ideas or suggestions for commercial retail space design?
Guo Jie: This is one of ENJOY DESIGN’s plans for 2020. We have not done commercial design. The commercial design I did before was relatively superficial. After being linked to real estate in the past two years, I feel that commercial design is the source of many designs. Commercial design has higher requirements for designers. Their judgment, decision-making, thinking ability, and logic ability in a short period of time are all higher than those for residential design.
I think that in business design, you can use real estate business ideas to first find a suitable direction for your company's development. If I were asked to choose a business design goal, I would probably locate the company within five kilometers of Hunan Satellite TV in Changsha, because Hunan Satellite TV has the largest annual program volume of all TV stations in China. When you choose a city, you need to observe the city for a period of time to understand the characteristics of the industry before starting work.
Success is not accidental, excellence comes from seeing far.
Always look further than others and always be at the forefront of the industry. This is the secret of ENJOY DESIGN.
2020 is destined to be a year full of challenges. I hope that ENJOY DESIGN’s advanced approach can sweep away the haze for you and welcome the sunny moment.
For more exciting content, welcome to scan the QR code to enter the live broadcast room and feel the charm of ENJOY DESIGNforce!
Wonderful preview
May 7 (Thursday) 7:30 - 21:00
Oshennuo Artistic Concept Issue 5
"Guan Tianqi x Experiential Design in the New Cultural Tourism Era"
Theme: Experiential Design in the New Cultural Tourism Era
Guest: Founding partner of Space Evolution Architectural Design and Rainbow Stone Space Design
Course instructors at the Central Academy of Fine Arts and Sichuan Academy of Fine Arts
Guan Tianqi
On May 7th, "The Man Behind Daniel Wu" will reveal the secret for you in depth——
1. “One design, earn hundreds of millions more” The symbiotic relationship between design and commercialization of cultural tourism projects
2. Rural revitalization, designing the reconstruction rules of "nostalgia"
3. New design ideas for B&B projects under the “Black Swan” incident
May 7, 7:30 pm
Dating Guan Tianqi
Inspiring design, nostalgia, and new ideas
See you there!
(This article is provided by the enterprise)
