On July 23, hosted by Hebei Provincial Department of Industry and Information Technology, sponsered by Zhangjiakou City Industrial and Information Technology Bureau, Yangyuan County People's Government, Hebei Industrial Design Innovation Center, and organized by Shenzhen Industrial Design Industry Association, the Industrial Design Training Matchmaking Conference was held in Zhangjiakou Yangyuan County. A total of 150 people attended the event including Shi Qiwei, Director of the Industrial Policy Division of the Hebei Provincial Department of Industry and Information Technology, Du Lizhong, Deputy Director of the Zhangjiakou City Bureau of Industry and Information Technology, Li De, the county magistrate of the Yangyuan County People's Government of Zhangjiakou, and Wang Dong, the deputy head of the Hebei Provincial Industrial Design Innovation Center Zhangjiakou City, representatives of Yangyuan County and other relevant departments of the Ministry of Industry and Information Technology, as well as representatives of fur processing enterprises and representatives of design agencies.

The meeting was presided over by Du Lizhong, deputy director of the Zhangjiakou City Bureau of Industry and Information Technology. Shi Qiwei, director of the Industrial Policy Division of the Hebei Provincial Department of Industry and Information Technology, and Li De, the county head of the Yangyuan County People's Government, delivered speeches respectively.

Director Shi Qiwei proposed that Yangyuan industry had unique advantages. In the increasingly fierce competition, in order to enhance the competative advantage of the industry, we should take processing trade as a breakthrough and compete with surrounding areas to absorb more resources; he made a detailed interpretation about the concept and role of industrial design,  popularized the design philosophy for the representatives of the government and enterprises on the scene, and expounded the internal relationship between design and products. Design is not only product design, but also product marketing channels, consumer experience, follow-up services. The design innovation of the fur industry should be cross-border integration, cross-development in multiple fields, and entrepreneurs need to open up ideas and innovate cooperation models.

Li De, the county magistrate, said in his speech that the fur industry in Yangyuan County had a long history and fur processing was the pillar industry of Yangyuan county. After many aspects of investigation, we should take industrial design as the starting point to comprehensively promote industrial design.

Design masters from Shenzhen, Hong Kong and Shanghai gathers in Yangyuan to discuss how design empowers the added value of brands

This issue of Industrial Design Training Conference & the 14th design lecture invited six design experts gave the speech with the theme of “Design empowers the extending of brand value”. They are: Yan Shi, Director of Operations of Hebei Industrial Design Innovation Center, Liu Weidong, Deputy Secretary General of Shenzhen Fashion Designer Industry Association, Feng Xiao, co-founder of Shenzhen RITO, Chen Shibin, executive vice president of Shenzhen Industrial Design Industry Association, Mr. Shan Zhiming, Chairman of Hong Kong Times Fur Co., Ltd., and Olivier, Shanghai Creative Capital Enterprise Management Consulting Co., Ltd. They vividly explained the broad meaning and application of industrial design, shared the successful cases of many brand design and planning, and helped the entrepreneurs at the scene to understand the economic empowerment attributes of industrial design.

Yan Shi, Chief Operating Officer of Hebei Industrial Design innovation Center

/Transformation driven by good design/

Industrial design has played a vital role in the progress of human history in the past 100 years. The developed countries have paid great attention to industrial design. The Chinese government and national leaders have also paid more attention to it. Industrial design involves and infiltrates into every aspect of people's daily lives, covering brands, products, packaging, performance, marketing, materials and other multi-level design. A classic design work can be circulated for centuries, and the design vitality can infinitely create social and economic value. Therefore, many top 100 companies also attach great importance to the strong driving force of design transformation and upgrading. Hebei is welcoming new development opportunities and Zhangjiakou Yangyuan fur industry should take advantage of the trend, with design as the entry point to promote industrial innovation and upgrading.

Liu Weidong, Deputy Secretary General of Shenzhen Fashion Designers Association

 /Innovation and development path of fur leather/

Yangyuan should promote the sustainable development of the fur industry with the design and new retail. At present, the national fur industry is suffering from market saturation. The environmental protection guides shrinking consumption, the production capacity is too fast, the capital chain is tight, and the backward talent shortage is four. In the future, Yangyuan's industrial upgrading and transformation will focus on original design industrial innovation, product multi-value enhancement, government guidance to promote fashion weather standards, new retail omni-channel marketing, consumption upgrades to promote Hebei Xiongqi, Dongao business opportunities to open the international market, etc. It will practice the road of innovative development of fur leather.

 Feng Xiao, Co-founder of Shenzhen RITO

/Brand is everywhere - the arrival of the era of creative systems/

"Innovation" and "design" are the two new productivity forces driven by the market's differentiated consumption upgrade era. After the 80s and 90s, the new generation of consumer forces will rise, and the fur industry should follow the transformation of consumer groups to upgrade product marketing and build Brand. Feng Xiao believes that Yangyuan business owners must be brave in "going out", broaden their horizons and pay attention to brand design; analyze the brand from the professional perspective with IKEA, MUJI, Qinghe cashmere and other cases, and combine the local culture to increase the industry. Bringing more added value, the single field of fur garments should be bundled with other products in other areas of consumer goods to achieve a continuous iterative update of product and brand marketing.

Chen Shibin, Executive Vice President of Shenzhen Industrial Design Industry Association

 /Design promotes the development of industrial ecological town/

The current design should be a closed-loop ecology that connects new materials, new scenes, new experiences, and new users. We should use design to analyze consumer big data, consider product positioning in all categories and all customer industries. The future consumer stores should satisfy consumers' one-stop shopping service capabilities. Material design is more of application design, from multi-walking shoes to Yangyuan fur industry, you can start with material innovation, and the design of ergonomics and production planning should be integrated into the design. Combining brand strategy and experience scenarios in online and on-site marketing, these need to be designed to plan and realize, so that Yangyuan can develop into a fur industry eco-town model, stronger radiation to drive the development of surrounding industries, and form a coordinated development of primary, secondary and tertiary industries situation.

Shan Zhiming, Chairman of Hong Kong Times Fur Animal Co., Ltd.

 / The brand Value of Fur Fashion Industrial Design /

The fur industry is a symbol of human civilization and a local characteristic advantage industry in Hebei. The development trend of modern fur industry is fashion, individuality and youthfulness. Design is the soul and the core value of the fur. The fur craftsman spirit is the inheritance of the fur industry. China's fur industry is currently ranked first in the world, but there is still a big gap in comparison with European countries in the trend of fashion design. Hong Kong is the fashion center of China's fur industry, in addition to the design capital of Shenzhen, relying on many fur workers in Hebei, there is a vast space for cooperation with the Guangdong and Hong Kong fur industry, creating economic value by designing innovative brand advantages and helping Yangyuan County to enrich the people.

Olivier, Director of Operations of Shanghai Creative Capital Enterprise Management Consulting Co., Ltd. 

  /Product upgrade brand /

Browsing the window of famous products outside the mall, if there is no brand display, we can't distinguish the brand of the product. So why are some big brands doing very successful? It's not only because of the packaging design of big brands, but because big brands such as Chanel, LV, etc. are good at telling brand stories, so “designing for design is worthless”, telling the customer group a systematic brand story. From the store space design, consumer experience design, brand experience, product slogan and other 360 ° to create a superb experience of design, this is the design path to transform the product into a brand experience through design.

“Design x Manufacturing”Industry matchmaking, diagonose and make proposals for the industries.

In the afternoon, under the organization of Zhangjiakou City Industrial and Information Technology Bureau, nearly 30 people including representatives of local fur production and processing enterprises, design experts, heads of design institutes, and heads of Hebei Fur Industry Association participated in this “Design x Manufacturing”Industry matchmaking. At the meeting, more than a dozen representatives of Yangyuan International Fur City, Northland Risheng, Lijia Fur, Qu's Fur, Ruyi Fur, Ice Slan Fur, New Element Fur Dyeing and design experts exchanged their industrial development needs and discussed the icebreaking road of design innovation and upgrading.

At that day, Director Shi Qiwei and the design expert delegation went to Yangyuan International Fur City and key fur processing and manufacturing enterprises to investigate and research.

 substantial industrial design training and industrial docking ended perfectly. This event not only introduced the innovation and significance of industrial design to more than 100 representatives of government and enterprises in Zhangjiakou City, but also gave the industry a design formula for the development. With the inspiring power of design, tapping the potential value of the industry, extending the upstream and downstream ecological chain of the industry, and exerting the brand effect, Yangyuan fur will definitely become another shining business card on the world stage of the Chinese national cultural industry.