Curtain wall design industry dilemma and exports
幕墙设计行业的困境与出口
Consultancy originated in the West.
Regardless of supervision or consulting, they are introduced from Western countries.
顾问咨询起源于西方。无论监理，或是顾问咨询，均是从西方国家引进的行当。
The well-known foreign-funded curtain wall consultants are: Meinhardt , Arup, ALT, etc. These long-established international engineering consultancies are highly market-oriented and can provide comprehensive consultancy services such as architecture, structure, electromechanical, environmental, and curtain walls. Their advantage is that they can provide full-process services for engineering, mobilize the company's global resources to solve engineering problems, and provide intellectual support for large and difficult projects. The experienced staff of the interior curtain wall is the foundation of its standing.
知名度较高的外资幕墙顾问咨询有：迈进，奥雅纳，ALT等。这些历史悠久的国际工程顾问企业的市场化程度较高，可以提供综合性顾问服务：如建筑，结构，机电，环境，幕墙等。他们的优势是可以针对工程提供全流程的服务，可以调动企业的全球资源来解决工程难题，特别为大型及高难度工程提供智力支持。内部幕墙经验丰富的从业人员是其屹立不倒的根基。
Like many foreign-invested companies in China (especially in the IT industry), brand consultancy provides a relatively simple design consulting service, including preliminary plans, process-based tendering services, plan review services and a limited number of sites. Tour and so on. Of course, these basic services can also meet the normal construction requirements of the owners to a certain extent.
同很多在中国水土不服的外资企业一样（特别是IT行业），品牌顾问咨询提供的均是较为单一的设计咨询服务，包括初步方案，流程化的招标服务，方案审图服务及数量有限的现场巡视等。当然这些基础服务一定程度上也可以满足了业主的正常施工要求。
The real problem is that individual consultants have a slow pace of cooperation and eating and collecting cards.
现实存在的问题是：个别顾问咨询公司存在着配合进度缓慢，吃拿卡收的现象。
The unspoken rules of the industry are not on the bright side. If the professional conduct of individual employees is not correct, the project may encounter behaviors that accept money. From the design industry, although the drawings are determined by the norms, the more vague meanings in practice have different understandings of different people. The so-called public opinion is reasonable, and the woman said that she is reasonable. If you have a heart card, wearing an authoritative hat to delay the progress of the review, it is easy for some construction companies to take a slant. Individual construction companies use various means to conduct public relations in order to save costs or speed up the progress of the review. It’s no surprise that it’s exactly the same as the three hundred and six lines.
行业潜规则都上不了明面。个别从业人员的职业操守不正的话，工程中很可能遇到收受钱物的行为。从设计行业来说，图纸虽依规范而定，但实际中较为模糊的字面含义在不同人有不同的理解。所谓公说公有理，婆说婆有理。如果有心卡拿的话，戴着权威的帽子拖延审图进度，很容易让一些施工企业险走偏锋。个别施工企业为节省成本或者加快审图进度等，会使用各种手段进行公关。与三百六行均如出一辙，没什么出奇。
Compared with foreign countries, due to sound laws, strong supervision, implementation is in place. The cost of black trading is quite high, and the hotbed of these hidden rules is very poor. However, in China, human relations are rooted in the blood, the spirit of contract and legal awareness are weak, and bribery is frequent.
相比国外，由于法律健全，监管有力，执行到位。黑色交易的成本颇高，这些潜规则存在的温床很贫瘠。但在中国，人情关系根植于血脉之中，契约精神与法律意识淡薄，贿赂现象频发。
Personally, the bottleneck that restricts such design consultants' high-end status is mainly the internal management. Based on the fact that the equity of foreign-funded consultants is single, the professional ethics of the employed professional managers is the last level to continue to maintain the reputation of high-end consultants for independent third parties.
个人认为制约此类设计顾问咨询保持高端地位的瓶颈主要是内部管理的到位与否。基于外资顾问咨询的股权单一的现实，聘请的职业经理人职业操守的端正与否是继续保持高端顾问咨询独立第三方美誉度的最后一道关卡。
We can find that the development of China's Internet industry has increasingly deviated from the path of the West or the United States. Many new business models are constantly being adapted to local conditions.
我们可以发现，中国互联网行业的发展愈发偏离了西方或者美国的路径。很多新的商业模式不断地因地制宜地产生。
such as:
The 360 Free Security Mode subverts the previous security charging model.
The Tencent social software system also failed to find the same case in the Western business market. Through free social software, QQ and WeChat control the flow of access to all groups of people, companies can continue to use advertising, games to realise, thus creating a huge social empire.
比如：360免费安全模式颠覆以前安全收费的模式。
腾讯社交软件体系也在西方商业市场找不到相同的案例。通过免费的社交软件，QQ与微信控制了触及各个人群的入口流量，企业可以持续地通过广告，游戏进行变现，从而建立了庞大的社交帝国。
Due to the existence of the GreatWall firewall, the prosperity and chaos of the Android market has provided a gap in the growth of the 91 mobile phone assistants. The high valuation of the pea pods proves that this is a viable business model. This is what Google didn't expect after opening up Android OS.
因GreatWall防火墙的存在，安卓电子市场的繁荣与纷乱为91手机助手，豌豆荚提供了生长的缝隙，它们的高估值很大程度上证明这是个可行的商业模式。这也是Google当年开源安卓OS后没有料到的事情。
It is vaguely visible that similar things are happening in the Chinese curtain wall industry.
隐约可以看到中国幕墙行业也在发生着类似的事情。
Take XXX Engineering Consulting Company as an example, it arranges the industry through various channels:
以XXX工程咨询公司为例，其通过各种途径布局产业：
1. Joint curtain wall forum. This forum has been in operation for more than ten years and is the forum leader in the curtain wall industry. It has already entered the stage of advertising revenue.
1.联合幕墙论坛。此论坛运行超过十年时间以上，是幕墙行业内论坛领导者，目测已经进入广告收入的阶段。
2. WeChat public number. At present, it is also in the early stage of acquiring users. By extracting different platforms or plagiarizing platform information, the articles are continuously published with industry technology and news, effectively gathering a large number of users, and then grasping the industry's right to speak, possibly for future advertising. Commercial promotion lays the foundation.
2.微信公众号。目前还属于获取用户量的早期阶段，通过摘取不同平台或者抄袭平台信息拼凑文章不停地发布行业技术及新闻，有效地聚集了大量用户量，进而掌握行业话语权，有可能为将来的广告商业推广打下基础。
3. Curtain wall design. The main source of income of the enterprise complements the above-mentioned operating methods and complements each other.
Such curtain wall design consulting companies use the industry forum, enterprise WeChat official number operation, etc., to control information release from the source of the industry, and reach a large number of employees. The operation of the forum website more than ten years ago should not be the first piece of this layout. More likely, the unintentional hobby became a business.
3.幕墙设计。企业的主要收入来源，与上述运营手段相得益彰，互为补充。此类幕墙设计咨询企业通过行业论坛，企业微信公务号运营等，从行业源头控制信息发布，觖达数量众多的从业人员。十多年前的论坛网站运营应该不会是这个布局的第一个棋子，更可能的是，无心摆弄的爱好成为了一个生意。
The certificate printed an old saying: I have the heart to plant flowers and flowers, and I have no intention of inserting willows into the shade.
证印了古话：有心栽花花不开，无心插柳柳成荫。
In China, the largest number of small and medium-sized curtain wall design companies. Because of the fierce competition, for the need of open source, these companies will provide a variety of design services: including consulting, plan drawings, construction drawings, processing maps, and even on-site resident design services. Due to the special construction environment in China, some high-end consulting companies will also set up a processing map team to provide processing map services for some enterprises or contractors in the market.
当下的中国，数量最多的却是中小幕墙设计企业。因为陷入激烈的竞争，为开源需要，这些企业均会提供各种设计服务：包括顾问咨询，方案图，施工图，加工图，甚至现场驻场设计服务。由于中国建筑环境的特殊，一些高端顾问咨询公司也会成立加工图团队，为市场上一些企业或者包工头提供加工图服务。
The characteristics of the Chinese building curtain wall industry are large capacity and disordered order. This is determined by the nature of the industry's bidding. The high-end curtain wall is divided by the curtain wall construction enterprises with domestic strength. The project owners will generally follow the formal bidding process and hire consultants to control the construction quality throughout the whole process. This determines that the winning bidders of the curtain wall project are generally listed or have better strength. Strong business.
Such a model should be needed for China's future.
中国建筑幕墙行业的特点是容量大，秩序混乱。这是由行业的招投标性质决定的。高端幕墙均由国内实力靠前的幕墙施工企业瓜分，工程业主一般也会走正规的招投标流程，聘请顾问去全程把控施工质量，这决定了幕墙工程的中标者一般都是上市或者实力较强的企业。
这样的模式应该是中国未来所需要的。
The proliferation of qualifications has led to a considerable part of the project being undertaken by small businesses or private bosses. These companies or private owners do not have long-term reliable design teams, so they are the largest demand for curtain wall design on the market. It is conceivable that these contractors are mainly based on the principle of earning the maximum profit. They do not need to be considered as the formal curtain wall construction enterprises (in fact, they do not need to) to consider the reputation of maintaining the affiliated enterprises. Therefore, the phenomenon of cutting corners and reducing quality has been endless. . Similarly, their need for curtain wall design services is to solve problems by reducing costs. The design cost is also the pursuit of the lowest cost, which also provides a delicious plankton for many fishermen who design and fire more. Many projects may go through several design teams from entry to completion, because the design cost is low, the payment schedule is slow, and the requirements are too high. This has led to frequent changes in the design team, and it is conceivable what the schedule and quality of these projects are.
资质挂靠现象泛滥，导致相当部分的工程都是被一些有关系的小企业或者私人老板承接。这些企业或者私人老板没有长期可靠的设计团队，因此，他们是市场上最大的幕墙设计需求方。可以想象的是，这些承包商主流上都是以赚取最大利润为出发点，不会像正规的幕墙施工企业那样需要（其实也不用需要）考虑维护挂靠企业的信誉，因此偷工减料，降低质量现象层出不穷。同样，他们对幕墙设计服务的需求也是以能够降低成本来解决问题即可。设计费用也是追求最低廉价化，这客观中也很为众多的设计炒更鱼类者提供了可口的浮游生物。很多工程从进场到竣工可能经历好几拨设计团队，其原因就是因为设计费用价格低，付款进度慢，要求过多。这导致设计团队频频换人，可以想象这些工程的工期进度与质量是一个什么状况。
Such small and medium-sized design companies have gone the hardest. The operating costs of various enterprises cannot be avoided, and the deterioration of the living environment of the construction industry has made them unable to develop and expand their scale, and they are in high-pressure operation conditions all the year round. Personally think that improving the efficiency of the enterprise and constantly iterating the core competitiveness of the enterprise is their fundamental way out, and it is not allowed to be opportunistic.
此类中小设计企业走得最为艰辛。各种企业运营成本无法避免，建筑行业生存环境的恶化导致他们无法发展及扩大规模，常年处于高压力的运营状况中。个人认为提升企业的效率，不断迭代企业核心竞争能力是他们的根本出路，容不得半点投机取巧.
China has a restrictive design qualification threshold for architectural design.
中国对建筑设计有限制性的设计资质门槛。
It takes a lot of money and effort for a company to maintain a design qualification. After the individual experienced curtain wall is single, it may choose to rely on the appropriate design institute or design enterprise qualification to undertake the curtain wall engineering design business. Although it cannot be said that it is one of the root causes of the confusion of the Chinese design industry, it is also contrary to the original intention of the qualification system. Assuming that the design industry is completely free to compete (with no design qualification threshold), there will be the same phenomenon of excessive competition and low price competition. Due to the existence of a mandatory qualification system, many companies simply do not directly engage in design services. The purpose of their existence is to operate their own design qualifications, and to provide services to some single private or small design studios. Nowadays, influenced by the Internet+, many companies believe in the “light asset” model. Everyone is looking for a new business model, and they want to take the world into a bag through a model. This kind of thinking is actually the "intermediary" idea for thousands of years. The core point is that one end connects to the owner, one end connects to the design supplier, and the bridge is the design qualification of the anchor.
一个企业要维护一个设计资质需要花费不少的费用及精力。个别有经验的幕墙单干后，可能会选择挂靠合适的设计院或者设计企业的资质来承接幕墙工程设计业务。虽不能说是中国设计行业混乱的根源之一，但这也是违背了资质制度的设计初衷。假设设计行业是完全自由竞争（没有设计资质门槛），也会一样存在着过度竞争与低价竞争的现象。由于存在着强制性资质制度，很多公司干脆不直接从事设计服务，他们存在的目的就是经营自己的设计资质，专门给一些单干的私人或者小设计工作室提供挂靠服务。当下受互联网+的影响，很多企业信仰“轻资产”模式，每个人都在找新颖的商业模式，欲通过一个模式就可以将这个世界揽入囊中。这种思维其实还是千百年来的“中介”思路，核心点就是一端连接业主方，一端连接设计供给方，而桥梁就是挂靠的设计资质。
From the owner's point of view, their needs are simple: find a strong and credible design to provide good design consulting services. How does this requirement come into being? The first is design qualification, because the drawings must be qualified and stamped in the future, this is an institutional requirement. Secondly, there is a fixed office space, a complete staff structure, good historical performance and competitive prices. From the point of view of the anchor, the foregoing can be provided by the affiliated party. But the ability to provide good design consulting services will ultimately be reflected in the post-design services. Since the anchors do not have a stable design supplier, they are often provided through speculation or third parties. But we know that it is impossible to guarantee the ultimate good service quality through a contract (mostly basically no contract) or relationship to maintain a third party or a fourth party. Because the chain is too long, the dilution of the cost causes a contradiction once the communication at a chain end is not smooth. In the long run, this so-called "light asset" model is unlikely to last long.
从业主方的角度来说，他们的需求再朴素不过了：找有实力有信誉的设计方来提供良好的设计咨询服务。那这个要求如何体现出来呢？首先是有设计资质，因为将来图纸必须有资质盖章，这个是制度性要求。其次是有固定的办公场所，有完整的人员架构，有良好的历史业绩以及有竞争力的价格。从挂靠者来说，前面这些均可以通过被挂靠方提供。但能否提供良好的设计咨询服务最终会体现到后期设计服务中。由于挂靠者没有稳定的设计供给方，很多时候，都是通过炒更或者第三方来提供。但我们知道，通过合同（绝大部分基本没有合同）或者关系来维系的第三方或者第四...八方是不可能保证得了最终的良好服务质量。因为链条过长，费用的稀释导致一旦一个链条端沟通不顺，就会矛盾重重。这从长期来说，这种所谓的“轻资产”模式是不可能长久的。
The construction industry has passed the golden decade.
In the eyes of many people, it is like a roller coaster has passed the peak and is going downhill.
建筑行业已过黄金十年。
在很多人看来，就犹如过山车已过顶峰，在走下坡路。
In this era of rapid realization, it seems that the industries that I work in are in the sunset stage of the thin mountains and mountains. Everyone thinks that as long as they can get one from the industry they are engaged in, they can do it. But what we forget is which industry is no different. When we retreat, fantasy can be withdrawn, but it may never lose its ability to compete.
在这个快速变现的年代，好像自己从事的行业都处在日薄西山的夕阳阶段，每个人都想着只要能够从从事的行业中捞一把就算一把即可。但我们忘记的是，哪个行业莫不过如此。当我们退缩时，幻想可以抽身而退，却可能永远会失去竞争的能力。
From the simple point of view of business, whether it is self-development or development, as long as the designer or intermediary who can provide good service can go well. But what we have to remember is that no matter what age, no matter where, no matter what industry, down-to-earth service to customers will never be outdated.
从商业的简单角度来讲，无论是自主发展，还是挂靠发展，只要能够提供良好服务的设计方或者中介方还是可以很好地走下去。但是我们要记住的是：无论什么年代，无论什么地方，无论什么行业，脚踏实地地为客户提供贴心的服务是永远不会过时的。
As an old craft for thousands of years, the design industry may never be able to make big events. Limited by the length of human life, not to mention that this is a time of change, we can not really have a long-term business.
作为千百年来的老手艺，设计行业可能永远出不了大事件。受限于人类的生命长度，更何况这是一个世事变幻的年代，我们是不可能真正拥有基业长青的企业。
Ma's ideal is not to let Alibaba live 101 years old?
马云的理想不也是让阿里巴巴活过101岁即可？