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ENOVA News

77°×CIFFShanghai Hongqiao | ENOVA (JoeYou): Original design is the key to the future development of China

Time:2019-9-17 Click:

"When I become an independent designer, I can keep trial and error for the design."



ENOVA original furniture founder JOE YOU


The ENOVA brand was founded in 2015 by JOE YOU, a designer with 13 years of product design experience. At the end of 2016, 

the ENOVA brand was merged into the Uzai Furniture Group. Since the establishment of the ENOVA brand, most of the 

product lines are from the local designer team of the R & D Center of Uzai Group. The brand has been insisting on cultivating 

and spreading on the original design road while introducing excellent designs at home and abroad. The products are 

all independently researched and developed, and all have independent patents, and one of them is a national invention patent. 

It is one of the few enterprises in the industry that has an invention patent. The products have passed the American office BIFMA 

test certification, and the product quality has been recognized by many international companies.



"We believe that original design is the key to the future development of China"

"When I become an independent designer, I can continue to trial and error for the design. We are willing to trial and error, 
and are willing to bear the risk of failure, and the charm of design lies here." Once worked in the top domestic office 
furniture company Aurora You Zhaogen, furniture and Shengao furniture, is currently the creative director of Jingyi Furniture 
and the founder of ENOVA original furniture, leading the design of Sharp series, Vogue series, Coupe series and other 
best-selling office furniture products. Today, as an original designer, he still adheres to the original sincerity of design 
and follows his heart to do what he wants to do."When I become an independent designer, I can continue to trial and error 
for the design. We are willing to trial and error, and are willing to bear the risk of failure, and the charm of design lies here." 
Once worked in the top domestic office furniture company Aurora You Zhaogen, furniture and Shengao furniture, is currently 
the creative director of Jingyi Furniture and the founder of ENOVA original furniture, leading the design of Sharp series, 

Vogue series, Coupe series and other best-selling office furniture products. Today, as an original designer, he still adheres 

to the original sincerity of design and follows his heart to do what he wants to do.




Before the creation of the ENOVA brand, JoeYou gradually discovered a problem during his tenure in the enterprise: 

the designer's idea will conflict with the enterprise, the designer is willing to try and error, but the enterprise is not necessarily. 

JoeYou believes that it is unpredictable whether a design product sells well before it is born, and there are certain risks, 

but design can guide the market. Designers must be willing to try and make mistakes and bear the risk of failure. 

The ENOVA brand will This was born. "We believe that original design is the key to the future development of China, 

and it is also our original intention to create the ENOVA brand," JoeYou told reporters.




"I think original design is not a design that 100% nobody has done. On the basis of some original designs, 

some new elements and design styles can also be defined as" pan-original design ". 

Originality is not necessarily" never It ’s also possible to go from 0 to 1, to 2, and then to 3. Each process can produce originality, 

standing on the shoulders of others and continuing to move forward, you can go further. "




The "original design" in JoeYou's eyes is not the "original design is a subversive design" that most people understand. 

In his view, many people have entered a "strange circle" in the original design of furniture, requiring no similar appearance Yes, 

and with the acceleration of industrialization, mass production is the norm, and completely different design difficulties are very high. 

However, if different styles are made on the basis of the original design, with different lines and functions to create new things, 

then the market acceptance is okay, which can also be defined as "original design".




After years of exploring the design and brand development model, JoeYou explored the "1 + N" furniture industry model. 

He used ENOVA original furniture as a research and development center to independently design and develop new products. 

At the same time, cooperate with foreign designers to learn diverse design thinking. Since 2015, 

JoeYou has actively introduced excellent overseas design resources. 

It cooperates with overseas design agencies for more than 5 series of projects each year, 

and integrates global design resources with a 30% annual increase rate to integrate more overseas design resources. 

Introduce domestic. JoeYou believes that the process of introducing overseas design resources 

is also the process of improving the design capabilities of the team. When they collide with them, 

the design team will become stronger and stronger, and "1 + N" is to combine different people into an advantageous team , 

And then qualitatively turned into a different cause.




Facts have not disappointed JoeYou's expectations. In just three years, ENOVA has grown from 17 million sales in 2017 to 

40 million sales in 2018, and the ENOVA brand has achieved double growth every year. But JoeYou's original road is 

not smooth, and the biggest problem of lack of funds was encountered in the early stage of entrepreneurship, 

so ENOVA decided to partner with Jingyi Furniture. With the support of like-minded partners behind the capital chain, 

ENOVA has enough costs Going to trial and error is also more "free" in design. "I don't think every company lacks good designers, 

but whether it supports them to try and error according to their own ideas, not every company can do it." 

JoeYou told reporters that ENOVA as a new original design brand With strong funds to independently support trial and error, 

they can not be influenced by the mainstream market culture and their own design, and they have the ability to bear the risk 

of trial and error.




For the future, JoeYou said, "The future development direction is not clear, so everything is possible." 

He believes that ENOVA is still a startup company and hopes to maintain its original uniqueness. The plan is to "practice internal skills", 

for example, the leisure chair should reach the level of Italy, and the functional chair should reach the level of the United 

States and Germany. "Only by trying hard to catch up, can we talk about how to plan the future. 

There is still a certain gap between China and the international level. One day we can synchronize with them on the world stage, 

then we will succeed. Before looking at the starry sky, I will still be down to earth "JoeYou finally told the reporter.



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