HB禾本设计事务所苏江：如何持续获得订单？原创

“在经济环境不好的情况下，我们设计费过百万的项目还在一个接一个地签。”HB禾本设计事务所创始人苏江在分析这一现象的原因时表示，大概是因为我们喜欢做最难的项目。

"In a challenging economic environment, we continue to sign projects with design fees over a million, one after another." Su Jiang, founder of HeBen Design Studio, explained the reason for this phenomenon, saying, "It's probably because we enjoy taking on the most difficult projects."

禾本设计事务所的主营业务是从事城市更新项目设计，这与家居设计似乎有点距离。但是，城市设计与家居设计所面临的大环境是一样的，甚至由于财政吃紧，城市设计可能面临着更大的压力。

HeBen Design Studio's main business is engaged in urban renewal project design, which seems somewhat distant from home design. However, the broader environment faced by urban design is similar to that of home design, and even more pressure may be encountered in urban design due to financial constraints.

禾本设计不缺订单的经验，对于家居设计也是可以借鉴的。

HeBen Design Studio has ample experience with a steady stream of orders, which can also be applied to home design.

苏江在接受采访时表示：这么多年我们活下来了，还活得不错，主要的原因就在于我们在做别人不愿意做的项目。

In an interview, Su Jiang stated, "After all these years, we've survived and done quite well. The main reason is that we take on projects that others are unwilling to do."

我们不去跟大家“卷”特别小的项目，也不去“卷”特别大的项目，我们的小团队无法完成大项目。我们做的项目通常是其它小团队没有办法实现，而大团队又不太愿意花心思的项目。

We don't compete on particularly small projects, nor do we take on extremely large ones, as our small team can't handle large-scale projects. The projects we take on are usually ones that other small teams can't execute, but large teams are not willing to invest the time and effort into.

我们就在这样的夹缝中生存了下来。

We've managed to survive in this niche.

根据团队自身的特点，我们通常喜欢啃硬骨头。我们常在与同行分享时说：不要怕难的项目，难的项目才能体现设计价值。

Based on our team's characteristics, we usually enjoy tackling tough challenges. We often tell our peers: don't be afraid of difficult projects, as it's the challenging ones that truly showcase the value of design.

坚持这样的理念，目前，我们的项目签约情况一直不错。设计费过百万的，大几十万的项目，一直在一个接一个地签。

By sticking to this philosophy, our project signing situation has been consistently strong. Projects with design fees over a million, and others worth several hundred thousand, keep getting signed one after another.

因为团队人手有限，我们控制签单量。一般我们将同一时间段接的业务控制在五个以内。超过五个业务，就让客户先等一等。

Due to limited team capacity, we control the number of projects we take on. Typically, we limit the business we accept at any given time to five. If there are more than five, we ask clients to wait.

总量控制，不贪婪，同时有时间将很难的项目花时间做好，从而体现出设计价值。

By controlling the total number, we avoid being greedy. This way, we have the time to focus on and complete the most challenging projects, allowing the design value to truly shine.

在体现设计价值的同时，也获得了适当的经济利益回报，让团队活得更好，走得更远。

While showcasing design value, we also achieve appropriate financial rewards, allowing the team to thrive and move further forward

在这样的运营理念下，团队相对来说比较稳定。

With this operational philosophy, the team has remained relatively stable.

获得订单难，而走对了路，订单还是有的。这是禾本设计给我们最重要的商业启示。

Getting orders is difficult, but once you’re on the right path, orders will still come. This is the most important business insight that HeBen Design has given us.