After the manuscript was published and communicated through the Internet, Weibo, e-mail, etc., the reporter found that while many consumers questioned the quality of home improvement design, they showed great anger at the design fee collection standards and the services they received. "Spent money but still can not get a good design", including Mr. Xu, the owner of Shanghai Han Gao Decoration's "Understanding Design Rules", many consumers are disappointed with home decoration design.
However, the reporter also found in the investigation that the high design fee of 120 yuan / square meter in the eyes of consumers is too cheap in the eyes of designers. Between consumers and designers, why is there such a big psychological difference in design fees? Is the design fee of 120 yuan / square meter high or low? What level is the design fee for the Hangzhou residential market? The reporter conducted an unannounced investigation in this regard.
"Confrontation" designer PK consumer on Weibo
"The decoration can't hurt! Even if you pay, it's hard to find a designer who has ideas and seriousness! Do you have the same feeling?" The reporter sent a sigh of emotions about the home improvement dispute reported last week on Weibo, and was immediately Many owners and designers commented and reposted. The level of design fees has become a focus topic for all parties concerned.
Through comments, designers and consumers quickly stood in two clear lines, forming a confrontation.
On the designer's side, it is generally stated that the price is one cent for each item, and the design fee of 120 yuan / square meter is too low to find a good designer. Boyou "Yihe Design Wang Bin", Sina certification identity: Yihe Design Agency (interior design, soft furnishings, fine decoration; professional service provider for the whole process of real estate design), Vera Lawei Furnishing Art Center (furniture art internationalization) Service platform) executive director and general manager, he said: For a pure design company, the price of 120 yuan / square meter can only be the price of a draftsman in the residential design market. It is not possible to seize the market at such a low price. What is a good company and a good designer. Home improvement interior design charges must be received at least 300 yuan / square meter, a designer can do the design carefully. When the design fee is too low to become the designer's main income, the designer may be rough-made due to insufficient design time, or survive by charging a material rebate project, and there is no way to make a good design.
As soon as this statement came out, it was immediately questioned by the blogger on the consumer side. Boyou ’s question of “Wow, no surprise†is very straightforward, and it also represents many Boyou ’s thoughts: customers give 300 yuan / square meter, what service can you provide to customers? Is it worth 300 yuan / square meter? Regarding the design fees in the home improvement market in Hangzhou, many bloggers expressed their agreement with the design fees and should respect the value of the designer. However, they expressed confusion about what services they can obtain after the design fees. Coincidentally, a reader told reporters in an e-mail that a villa in his family had no less than ten designers to communicate with and draw a plane, but none of them were satisfied. "These designers who charge hundreds of dollars will pile up many design elements that are not practical for your home and tell you that this is for a bright style, but rarely can you make creative functional suggestions for comfortable and humanized living according to the family situation." In the end, the design of their home is still his own way to communicate with the project manager during construction.
The "gap" in the design industry starts at 500 yuan / m2
Between consumers and designers, why is there such a big psychological difference in design fees? What level is the design fee for the Hangzhou residential market? The reporter began to understand the design fees of the Hangzhou home improvement company.
The reporter found in the investigation that there is a large gap between the home improvement company serving individual consumers and the design companies serving commercial clients such as real estate agents in terms of the price of design fees and the content of design services.
Some home improvement companies such as Nanhong, Jiuding, Zhongguan, Urban Construction, Yisheng, Longfa, Boloni, Dongyi Risheng, etc. who are familiar with Hangzhou people have basically adopted design fees, but the design fees of ordinary designers are generally set. Between 60 yuan and 120 yuan per square meter (but often discounted during the event, even free). Only the high-end design institutions of a few furniture companies, such as Longfa FA Design Studio, Bolloni's Titanium Villa Home Decoration, Jiuding Hengmei Design, Dongyi Risheng Original International Villa Design, can break through the design fee of 150 yuan / square meter. The design fee can be received by designers who are more than 300 yuan / square meter, all of which are design director levels. The entire company has 2-3 people, and the work experience is more than 5 years, even more than 10 years, and the number is very small. Basic services are designed for large houses such as row houses and villas. Ordinary consumers are difficult to reach.
"Hangzhou home improvement designers generally charge a low fee." Zheng Danqing, general manager of Hangzhou Boloni Home Decor, told reporters that the highest design fee for Boloni Furniture has been 600 yuan per square meter for so many years. Most high-end customers can accept the price of two or three hundred yuan per square meter. "In Beijing, there are many customers who accept 800 yuan / square meter or even 1200 yuan / square meter."
In stark contrast to this, the chief designer who works in a pure design company and provides design services to real estate agents and other commercial clients in a team form charges much higher. The market price basically starts at 500 yuan / square meter, and mainstream design firms charge between 800-1200 yuan / square meter. Home decor design pain designer reduced to salesman?
Why is the same designer, the design fee difference so large? The blogger "Yihe Design Wang Bin" told reporters that the reason why the fee gap is so large: the key lies in the service content. It is understood that the design fees of pure design companies seem to be high, but the service team is also larger and the service content is more refined. "A design project generally requires a service team of at least 6-7 people to jointly provide services for customers." The team members have a clear division of labor between each. The main project (the designer who grasps the overall creativity and direction of the project) and the auxiliary project (Specifically deepening creativity), independent responsible for water and electricity engineering designers, construction drafters, rendering design, soft furnishings design and other personnel. "Whether it is a small apartment of 90 square meters or a model house of more than 1,000 square meters, the staffing will not be reduced." Corresponding to the professional design of staffing, long-term customer demand communication, and Detailed implementation of the design drawings for each decoration detail construction. "Pure design companies usually produce 4-5 times as many drawings as traditional home improvement companies. The monogram clearly shows the construction process of each node of the house." The follow-up of a project from beginning to end is generally more than 6 months. Therefore, in Wang Bin's view, from the perspective of the design company's service payment, the design fee of 500 yuan to 1200 yuan per square meter is not expensive.
"The designer of the home improvement company cannot concentrate on the design for various reasons, and naturally it is difficult to have a work that satisfies the owner." An industry source who did not want to be named told reporters that the designer of the Hangzhou home improvement company currently provides drawings to customers. From a certain point of view, all are not in compliance with national standards. A 90-square-meter house can only produce up to 30 or 40 drawings. A large number of styling designs have no node maps. They are all based on project managers and workers with low cultural qualities, and are made according to experience. In addition, designers of home improvement companies often take orders independently. Most of them graduated from environmental art and interior design. They have a certain degree of aesthetic ability, but they lack the systematic learning and understanding of professional design such as hydropower, structure, wire control, equipment, etc. The unreasonable design plan appears, causing many construction errors.
In addition, the current business model of home improvement companies also determines that designers are more like order salesmen. The income of designers of Hangzhou Home Improvement Company is mainly composed of four parts: basic salary, design fee commission, construction engineering commission, and recommended main material commission. Among them, engineering commission and main material commission are the main sources of income for most designers. This makes most designers often need to complete a set of design plans in just a few days in order to receive orders. There is simply not much time to communicate and communicate with the owners, and they want to be creative. Due to the limitation of the company system and the lack of professional qualities, a large number of scribbled designs and copy-and-copy designs in turn hurt consumers' hearts deeply, thus forming a vicious circle, making the design fees that should be the main source of designer income Has been difficult to be recognized by the public.
How does the public enjoy high-quality design? Hear practical advice from experts
So, is the general public destined not to enjoy high-quality design? In this regard, Wang Bin's suggestion is: In addition to a small number of high-end owners with economic strength, the general public can consider buying a hardcover room with less effort. The interior design of the refined decoration real estate, regardless of the house type, materials, construction and style, has been fully communicated and professionally designed by the real estate company and the design company. "Like the 90-square-meter apartment we just designed for a real estate in Hangzhou, there are more than 200 single drawings. That is to say, if you buy a hardcover room, even if it is only a mini apartment of 50 to 60 square meters, you can enjoy A high-quality design service from a professional design company.
For owners who have purchased rough houses, many senior designers suggest: ordinary residential units below 120 square meters need not be too entangled in the early design, but should pay more attention to the construction quality of the later decoration, the main vein of the design can live practical comfort As a premise, it is not very suitable for new and different shapes. Communicate with the project manager and strictly control hidden projects such as hydropower. The overall design sense can rely more on later furniture, lamps, wallpapers, fabrics, and ornaments.
In addition, please ask the designer and the project manager to be present, first stake out according to the design drawings, and present all the shapes and links that need to be constructed in the whole house in two dimensions. Then the design size is wrong, the shape is good, the overall space It can be seen at a glance if it is crowded or empty. Before the start of construction, some serious design errors can be avoided, and the design plan can be adjusted in time.
So, how can an ordinary non-professional consumer understand the business level and responsibility of a home improvement designer? Industry insiders suggest that you can inspect 1-2 projects under construction that the designer is responsible for. Each of the early, middle or middle and late projects can be inspected one by one. At the scene, according to what you see and understand, you can ask the designer more "why". For example, why do wallpapers and floors match so well? Why did the wall consider such a change? If a designer can point out some errors in time on the construction site and communicate well with the project manager, he can explain the idea very fluently to the overall design. Generally speaking, he has a strong sense of responsibility. On the contrary, if you do n’t know what you are asking, you can imagine the professional level of designers who do n’t know much about the construction materials and processes.
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