The value of certain spaces lies not only in being seen, but in being articulated precisely. Once materials, proportions and everyday perceptions are framed by the lens, content becomes more than documentation — it turns into another way to understand space. How to convey authentic experience clearly is a new challenge for the home furnishing industry in the content era.
Partnering with Dazhe IP Research Institute, M77 launches this IP co-creation training. Centered on the essence of home content and rooted in genuine spaces and authentic expression, the programme covers writing logic, copy distillation, visual language and on-site practice, enabling content capability to grow intrinsically from the space itself.
From Perception to Expression
Great content starts with sound judgement. Dazhe, a top national luxury home blogger, introduces the 12 core content models for home IPs to help participants rebuild their cognitive framework for content. Within real spaces, they learn to identify product value, distill design highlights and pinpoint compelling angles for storytelling.
Next, Miao Miao, IP copywriting coach, walks participants through the logic behind viral copy, guiding them to turn on-site observations into ready-to-publish content.
As night falls, the focus shifts to cinematography. Song Panpan, video operator behind 3 billion total online views, dissects frame composition, shooting logic and pacing through premium home content cases, showing participants that seemingly natural shots are built on precise judgements of space and viewer perception.
From Theory to Lens
Once methodologies are grounded, space becomes the most immediate training ground.
Participants shoot on location in real settings, with three mentors offering on-site coaching, refining content, camera movement and IP visual delivery step by step. Theoretical frameworks are put to the test through repeated shooting sessions. How the lens reveals space, and how text works alongside visuals, becomes tangible through practice.
Collective debriefs bring gaps into focus. As each work is dissected, discussed and revised, participants clarify which information to retain, which phrasing to cut, and how imagery and writing can converge toward one core message. Answers emerge round by round in these reviews. Through continuous refinement, participants find their own more precise voice.
From Input to Internalisation
Over these three days of shared learning, the goal is not merely to memorise techniques, but to build one’s own content judgement. Great home furnishing content does not need forced drama; authentic spaces, products and everyday life are stories worth telling on their own. What this IP co-creation programme aims to leave behind is exactly the ability to move from “learning methods” to “owning judgement”.
For M77, dealers are not just final executors of brand content, but vital partners co-creating the brand voice. Continuously building content capability together allows professionalism to be seen accurately and spaces to be understood authentically. Amid shifting trends, brand value accumulates steadily with every expression, forging a lasting impact.