Shi Weigang
President of Morgan Group
Morgan Group was established in 2016 and is a global leader in smart home manufacturing. The company currently holds over 550 patents, including industry-leading smart AI touch screens, smart panels, smart remote controls, and smart hosts, enabling smart home products to utilize the “Morgan AI Intelligent Algorithm MIA technology” to remember user habits, truly achieving an AI-capable “Morgan Whole House Smart System”.
Morgan has invited numerous top architects and interior designers from around the world to participate in the design of Morgan’s smart products, bringing a simple, comfortable, and user-friendly experience to the entire product line. Morgan’s smart products have also won many international design awards, including the German Red Dot, German IF, American IDEA, Japanese GOOD DESIGN, and the German Red Dot Design Award’s Best of the Best. Morgan is committed to providing high-quality smart products to global users, continuously offering comprehensive IoT smart products with innovative technology and excellent solutions, establishing a leading position in the global market with outstanding quality, reliable reliability, and cutting-edge technology.
Hu Run Guanggu: Shi Weigang Interview
Hu Run Guanggu:
How does Morgan balance the standardization of home product production with the personalization of user needs?
Shi Weigang:
In Morgan’s product design and development process, there is an inherent contradiction between electronic engineers, appearance designers, and structural engineers. For example, an appearance designer may create a visually stunning product design, but the interior must accommodate numerous components, which involves spatial coordination issues, inevitably leading to a choice of “who compromises with whom”.
However, Morgan has a clear philosophy: function realization, electronic research and development, and structural design must follow the design. If design is forced to adapt to functionality, the final design will lose its purity. Based on this principle, we align many functional and structural designs with the appearance design during product development.
This is a principle that our founder, Mr. Sun, has always insisted on, and it is the core difference between Morgan and other brands. Because of this, Morgan’s products always give consumers a “wow” feeling, meeting the standardization of production while better responding to users’ needs for personalized aesthetics through design leadership.
Hu Run Guanggu:
What kind of brand image does Morgan hope to establish in the minds of consumers?
Shi Weigang:
First of all, we hope to convey a core understanding to consumers. Smart homes can significantly enhance comfort, convenience, and even contribute to a healthy lifestyle, providing users with a different living experience.
Moreover, more importantly, Morgan hopes that the smart devices presented to consumers will shed the label of “cold machines” and possess a sense of warmth that encourages active interaction. For example, our dimming remote control can serve as a decorative item even when not in use, beautifully integrating into the home environment.
This is the brand image Morgan wishes to convey to global consumers: intelligence is not just about functionality, but also a part of life that is aesthetic and warm.
Hu Run Guanggu:
How does Morgan smart home build its core competitiveness?
Shi Weigang:
As more and more major brands enter the smart home field, I believe this is a good thing, as the Chinese market is large enough. However, for any brand, a clear positioning is the prerequisite for building core competitiveness. Positioning determines the brand’s operational strategy, brand shaping direction, and product development path.
Morgan’s positioning is very clear; we focus on the mid-to-high-end customer group, rather than purely high-end. Although our showrooms and experiences have high-end attributes, we also launch multiple product lines to cover different needs, with the core goal of helping users make their homes warmer, more comfortable, and healthier.
In product innovation, we not only invite professional designers from the industry to participate in the design but also plan to collaborate with trendy brand designers in the future to launch more refreshing products. At the same time, we will strengthen the linkage with categories that have high recognition among end users, allowing more users to encounter Morgan’s products. Even a small smart remote control or a smart panel at home, we hope it is exquisite enough to add highlights to the home environment, which is the key idea in building our core competitiveness.
Hu Run Guanggu:
What are some memorable experiences in the collaboration with Xiyingmen?
Shi Weigang:
Morgan has a deep connection with Xiyingmen; our first store, which is now the global flagship store, opened in Shanghai Xiyingmen. This store is significant for Morgan as it marks an important milestone in our retail business in the Chinese market.
Since this store, our collaboration with Xiyingmen has deepened continuously. For Morgan, smart homes belong to categories with low consumption frequency and high unit value, so when selecting experience center locations, we prioritize professional building materials and home platforms like Xiyingmen. “Following in the footsteps of Xiyingmen” has always been an important guideline for us in expanding retail channels.
Hu Run Guanggu:
What are your impressions of Xiyingmen in the collaboration?
Shi Weigang:
The most intuitive feeling of collaborating with Xiyingmen is “efficiency”. Whether in daily communication or in connecting with Xiyingmen’s headquarters, the entire process has no excessive redundant links, and the response speed is very fast, greatly enhancing cooperation efficiency.
Additionally, Xiyingmen International Pavilion, as a high-end venue under Xiyingmen, provides an impressive overall shopping experience. Every time our team visits Xiyingmen International Pavilion, we feel that the atmosphere is very comfortable, and that professional and high-end environment highly aligns with Morgan’s brand positioning, providing our users with a better experience.
About Xiyingmen
Xiyingmen International Commercial Chain Enterprise was founded in 1997, headquartered in Shanghai, and specializes in the development and operation management of urban complexes and building materials furniture plaza projects. Its business covers building materials and furniture, apartment-style hotels, grade A office buildings, comprehensive department stores, dining and entertainment, parent-child education, hotel weddings, etc. Currently, Xiyingmen has invested in over 20 large commercial projects in cities such as Shanghai, Fuzhou, Xiamen, Quanzhou, Putian, Nanchang, Changsha, Suining, Haikou, Fuqing, Chongqing, Changle, Pingtan, Jinjiang, Shishi, Longgang, Jiujiang, Poyang, Fengcheng, Zhuzhou, Jingdezhen, Yichang, and Yulin, with a total commercial operating area of 5.5 million square meters and an annual turnover of over 10 billion, greatly boosting the development of the tertiary industry around the project area and playing a positive and important role in regional economic construction, becoming the “business card” of the local government.
Xiyingmen International Commercial Chain Enterprise, which is committed to “advocating an international lifestyle”, will adhere to the open cooperation concept of “service, integrity, and win-win” to achieve mutual benefit with partners and jointly create the best cooperation model for commercial operations in China. Xiyingmen is one of the first companies in the industry to implement ISO quality system certification, and as a pioneer and creator of building materials furniture shopping malls, Xiyingmen has been deeply engaged in the industry for over 20 years, accumulating rich operational experience, providing consumers with a super five-star shopping experience and a new shopping model with professional management concepts and perfect commercial services. It has always adhered to five solemn commitments to consumers: “genuine product guarantee, no-reason return, three times the price difference refund, advance compensation, and environmental protection guarantee”, allowing consumers to truly experience the service concept from the international forefront. Xiyingmen International Commercial Chain Enterprise will continue to cultivate and innovate in the commercial real estate field with an international perspective, modern concepts, and scientific marketing, becoming a leading enterprise in the industry.
About Hu Run Guanggu
Design creates infinite beauty! Hu Run Guanggu is a company under Hu Run Baifu, based on 25 years of precise research on high-end populations, responding to the booming development of spatial design needs in high-end circles, integrating global high-end design + pan-entertainment + real estate + finance cross-industry resources, creating an ecological closed loop with innovative, differentiated competitive advantages and sustainable development that seamlessly connects high-end spatial design with high-end circles. It not only provides design solutions for high-end spatial products, travel space products, social space products, dining space products, office space products, and home space products but also offers comprehensive solutions for the transformation and revival of global spatial projects, including consulting, investment, IP content, and operations.
This article is an interview by Hu Run Guanggu, with material sourced from the interviewee.
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