「好奇心日报」专访加意新品: 创意行业的掘金者

by JIAE.COM 标签: 加意新品,Qdaily 好奇心日报 波先生 · 04/23

 

当好奇心遇上创意,会碰撞出什么样的花火?

近日,专注于最新商业、科技、生活方式的国内知名媒体——《好奇心日报》(qdaily.com),怀着好奇心对加意新品进行了独家专访。围绕加意新品创办初衷,发展情况、未来规划及愿景进行了深度的解析。

 

以下为采访全文:

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他是曾在百度空间创造过亿点击率的「疯狂的设计」博主郭宇,现在他转而做创意电商,想要提供的是大家都买得起的好设计。

 

两年多前上线的加意新品定位于生活杂货品类,专注于解决生活中各种各样的小问题。

“我们与其他创意电商的最大区别是,一部分是做加意自有品牌,一个季度大概会出一两百款产品;另外一部分是加意优选,会选择国内外一些比较好的设计师的产品来卖,”加意新品联合创始人兼 CEO 郭宇告诉《好奇心日报》。

 

此外,另外一个重点还落在「新」上,“其实大部分电商都是尾货电商,像唯品会,拼的是价格,但我们是新品电商,卖的都是设计师最新做的产品。”加意市场副总裁也表示:“我们对新品的概念是,它最好是能够改变一种生活的使用方式,有功能上的创新,所以我们推的产品都是改变你使用物品的方式。”

 

过去一年,我们持续关注了美国创意设计电商 Fab.com 的发展路径,从为独立设计师出售家具、饰品、服装和珠宝等的闪购网站、电商平台,到如今转为推出自己的原创产品线,Fab 火过,也绕过很多弯路,但到头来需要解决的还是用户体验的问题。

 

加意新品关注的也正是用户体验这件事,而这也恰是郭宇最擅长的部分。他先后在美国 Netscape、AOL、eBay、Paypal 等知名互联网公司任资深产品设计师,回国后又在 2004 年加盟百度任首席设计师及用户体验设计总监。

 

“因为我一直在做用户体验这件事,从浏览器的用户体验,一直做到百度设计团队。在做互联网之前,我一直在做工业设计与室内设计,现在又将线上线下结合在一起来做,讲白了说就是消费者需要一些体验特别好的产品,这个体验当然不只是局限于互联网的,也包括一些线下的产品,我就是想通过系统把这些整合起来。”

 

其实,曾在百度空间创造过亿点击率的「疯狂的设计」博主郭宇最开始只是想做一个创意分享平台,把大量设计师的创意不断发布出来,创造一个分享讨论空间,但很多用户反馈,“你这个东西是很好,但我想买买不到啊。”

 

做了半年创意分享平台后,郭宇转而将其做成了创意电商网站,从全世界为用户寻找各种生活解决方案。

 

上述提到加意新品专注于做生活杂货类的设计产品,而不涉及到服饰等在郭宇看来是“风格类的东西”,“我们想运用互联网的方式来做一个生活方式类的品牌,应该会有很多产品不断地去解决人们生活中的各种问题。说到生活方式,你可能会想到瑞典的宜家和日本的无印良品,但你想不到一个中国的品牌。”

 

的确,在加意新品的网站上,所有的产品都被划归在「极客数码园」、「疯狂收纳控」、「吃货工具箱」、「运动与健康」、「解忧杂货铺」以及「妙妈帮」6 大分类下,皆是创新实用的生活用品。仔细查阅,你会发现,不管是加意自己出品的设计,还是他们引进的美国、德国、日本以及台湾等设计师的新作,虽是挂着设计师的名号,定价却并不高,郭宇说:“我们追求平价与高性价比,这不是一个卖奢侈品的地方。”

 

 

比如一款集计步,音乐和分享于一体的智能运动无线后挂式耳机定价为 119 元,另一款收获红点至尊奖的 PAPER 创意台灯售价为 535 元,就连小至削皮器、便携 3 段小药盒等物件也充满设计师的精妙表达。

 

郭宇向我们介绍说,加意自有品牌的产品大多属于低价位、性价比较高的创意产品,而甄选自全球的优选部分则是技术含量比较高的一些产品,比如台湾一些像是纯实木蓝牙音箱之类的生活美学类产品,以及德国的一些高品质厨具等等。

 

在创意电商之外,加意新品还定位于做一个创新产品推广平台,用郭宇的话说,“我们的使命就是把设计师与消费者对接起来。”很多时候,设计师不知道怎样将自己的产品卖出去,而消费者可能也会遇到给生活中出现的问题找不到合适解决方案的情况。在他看来,“真正把设计变成一种商业模式的人很少,而我觉得这个部分是很值得做的,只有把造物者和消费者能够对接在一起的时候,哪怕一个设计师只有1000 个粉丝,也能够产生很大的效益。消费者能买到他需要的东西,这种连接才是有价值的,所以我们在创造这种连接。”

 

为了与设计师合作卖出第一批产品,让设计师得到第一批用户,加意新品还会不时选择在京东或是淘宝的众筹平台上发布一些新品。3 月 12 日,他们在京东众筹平台上发布了一款 Duux 迷你空气净化器,项目目标是要在 4 月 26 日之前筹得 10 万元,但在上线后 24 小时内,这个项目即完成了 400% 的众筹记录,截至 4 月 23 日,Duux 迷你空气净化器已筹到超过 110 万。

 

点击查看大图

 

目前,刚做了两年多的加意新品还是自营电商的模式,涉及与设计师的合作、产品包装、客服以及销售的部分都是自己在做,但郭宇日后还是想要将其做成一种平台模式,“让设计师以某种方式直接跟消费者联系在一起,这也是我们下一步要做的事。”

 

而就现在来看,加意新品的营收还是主要依靠产品销售来赚取差价,其他部分则是企业的营销、推广服务费以及代理产品的盈利。两年多来,加意新品网站的注册用户已积累至 20 多万人,而这还不包括他们在诸如微商城、淘宝、京东与一些银行网上商城等渠道获取的用户量。郭宇对此解释说:“我们挺分散的,因为我们希望产品能快速推广出去,所以我们不仅仅是在我们自己的平台上卖。”

 

加意选择产品的标准是什么?

一是它有创新的功能,必须提供生活的解决方案;二是它要有一定的设计感。

 

这两年多来积累下来的用户都是什么样的人?

30 岁到 50 岁的人都有,应该是比较注重生活品质的人。尤其是年轻的妈妈对我们的东西倒是非常喜欢,他们会给孩子、老公甚至全家来买一些东西。

 

你觉得喜欢加意的人会喜欢什么样的品牌?

无印良品吧。应该是喜欢设计师品牌,追求性价比高的好产品。

 

你们考虑过做线下的实体店铺吗?

目前考虑的是在北京和上海做线下的展示体验店,此外我们会挑选一些合作伙伴,给他们提供好的产品。也会做很多线下的创新沙龙活动,分享推荐一些好的创新产品让大家去体验。

 

如果不做加意新品的话,你大概会去做什么?

我肯定不会去做 O2O、P2P 这种事,太无趣了,中国人喜欢做这种大规模的,把全中国都占领了的事,比如送外卖的、租车的,讲白了就是靠服务扩大规模。我可能更喜欢有一些创新的,有全新的技术变革会得到成就感的事。这些都是非常有意思,就像我曾参与过的 Netscape、eBay、Paypal 这些产品的设计,改变了我们时代,参与其中会非常享受这个过程。

 

做 CEO 与做设计师相比,你更喜欢哪一个?

我跟很多设计师不一样,我从来没有做过乙方,不像很多建筑师,一直是在为客户服务,造房子。我一直是直接面对用户,而不是客户。现在做的这件事,也是帮助设计师快速实现商业价值,让他们不至于设计一堆产品卖不出去。

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