On August 22nd, under the guidance of Hebei Provincial Department of Industry and Information Technology, sponsored by Shijiazhuang City Industrial and Information Technology Bureau, Hebei Industrial Design Innovation Center, co-organized by Shijiazhuang City Industrial and Information Technology Staff Training Center and Shenzhen Industrial Design Industry, the fifteenth design lecture·Shijiazhuang was held at the Shangdong International Hotel in Shijiazhuang. Xu Dong, deputy director of the Bureau of Industry and Information Technology of Shijiazhuang City; leaders of high-tech zone Economic Development Bureau, Gaocheng District Bureau of Industry and Information Technology, Zhengding County Bureau of Industry and Information Technology, Xingtai Julu County Bureau of Industry and Information Technology and other relevant leaders and domestic and foreign design guests attended this event. The training event attracted nearly 200 representatives of manufacturing companies this time.

At the meeting, Xu Dong, deputy director of the Bureau of Industry and Information Technology of Shijiazhuang, delivered a speech about related policies on industrial design, shared the progress of work done in Shijiazhuang in the past year, and explained the planning of industrial design activities to be carried out in the second half of 2018.

Deputy Director Xu Dong said that the Shijiazhuang Municipal Party Committee and Municipal Government attaches great importance to the development of industrial design. Since Hebei Province introduced the policy of supporting industrial design and development in October last year, the Shijiazhuang Municipal Government issued the "Policy and measure about Promoting Industrial Design Industry Development" on February 21 this year. Based on industrial design, the policy focuses on expanding the supply of industrial design services, encourages enterprise to purchase industrial design services, supports the transformation of industrial design results, supports enterprises to participate in design innovation competitions, implements contemporary preferential tax policies and provides tax and financial incentives.

Since june 28 last year, Shijiazhuang has made some achievements in promoting industrial design and development. Five design lecture and industrial matchmaking conferences were held, nearly ten purchase design service contracts were signed, more than a dozen international cooperation projects were promoted, 23 enterprises were organized to participate in Shenzhen Industrial Design Exhibition and visit Shenzhen Zhongfen Design Park and Shenzhen Industrial Design and Research Institute, 2018 industrial design work guidance plan were introduced, a municipal working group was set up and special funds for industrial design were established. Under the strong promotion of the government, the prototypes of cooperation projects between local manufacturing companies and design institutes such as Colin Electric, Coreida, and Otway Force have been completed, and they have entered the stage of commissioning and putting them into the market. Next, Shijiazhuang will focus on promoting the industrial design lecture activities in other counties and districts, and organize the construction of municipal industrial design centers and industrial parks. Shijiazhuang Top Ten Excellent Design Products will be announced at the first Hebei International Industrial Design Week held in October. 100,000-300,000 prizes will be awarded to the winners.through this series of measures, we hope that Shijiazhuang manufacturing enterprises will help the industry to transform and upgrade by understanding industrial design and innovating.

Use design innovation to promote the upgrading of industrial design

In this issue, with the theme of “design innovation&industrial upgrading”, the design lecture invites six design guests. They carry out professional and rich case sharing relying on their own deep-cultivation design field, exchange activities with the audience, and talk about how design innovation drives industrial upgrading.

“Differentiated industrial design becomes the core competitiveness of products”

Guest: Huang Hong

Director of Industrial Design Center, Hainengda Communication Co., Ltd.

Topic: "Helping the Private Network to Take Off by designing"

Director Huang Hong pointed out that the value of industrial design is reflected in three aspects of design image, design value added and design driven. It is necessary to take the user as the core. Hainengda, the world’s private network communication leading enterprise, serves more than 10 million industry users in the world with 41% engineers of more than 8000 employees. Its experience tells us that when enterprises encounter bottlenecks on product innovation of software and hardware, it is relatively easy to innovate the industrial design such as product features, packaging and materials.

Through in-depth analysis of products and competing products, we will obtain accurate user groups and product markets, so that differentiated industrial design can highlight industry, forming unique industrial competitiveness. Solving problems through design thinking will be the right way for enterprises to change from survival dilemma to a leader.

"Design run through closed loop ecology"

Guest: Chen Shibin

Co-founder of the multi-walking ecological chain

Topic: "Industry Upgrading driven by design"

Chen Shibin, a "part-time" designer and producer, has a double-faced understanding of industrial design. In the case of the market too saturated, how to open up a small, precise and new customer market is a thorny issue for all business owners. Here, Chen Shibin designs the product positioning, material application, ergonomics, production planning, brand strategy, experience scene, etc. with the thinking of designing closed-loop ecology. Taking the “multi-walking” shoes as an example, he has opened up patents for multi-walking polymer materials with technology, creating new footwear species with innovation, without competing with strong brands like Nike and Adi, making a brand new shoe with green, healthy, ultra-light, high-elasticity and anti-slip.

In the two years since its establishment, the company has won a large number of young fans by virtue of improving quality and building precise brand. After entering Hebei, it has opened franchise stores in Shijiazhuang Wanda and Letai. This is a successful case of pushing original brands from scratch, and it is self-evident that industrial design plays an important role in it.

"Analysis of the whole chain traceability of industrial design thinking"

Guest: Ma Shiding

Founder of Hebei Shengzhi Industrial Design Co., Ltd.

Topic: "The Necessity of Applying Industrial Design and Its Added Value to the Industry"

Some people think that "industrial design is omnipotent", but Ma Shiding never agrees. He insisted that industrial design is not omnipotent, but it can change incredibility.

As a case of the transformation and upgrading of a “0.75-meter portable satellite communication device” that is far from the ordinary people's life and closely related to people's lives, Mastin shared the whole work process of industrial design in a simple way.

Through design and research, considering product's usage environment, usage methods, cost analysis, user population research, refining product selling points, and giving professional research reports, designers will carry out numerous brainstorming output appearance, painted creative sketches by hands, make structural effects, and refine internal structure. After entering the hand proofing link, they personally install the operation, experience the product assembly process, and feedback optimization design. After a very comprehensive and subtle design, it will eventually produce a creative product that can withstand the test of the market. .

It is precisely the products that have been designed and optimized, based on 100 products, that have reduced the cost of material processing by 24.5 percent and the assembly time by three hours. by May 2018, the sales volume of the products had exceeded the total sales of the previous generation of products in three years. The economic benefits brought to enterprises have doubled and increased in a straight line. In this way, the relationship between product efficiency and industrial design is increasing each other.

“Extend brand story with consistent design”

Guest: Riccardo Dal Maso 

Chief of Creative Capital South China

Topic: "The Art of Brand Building"

Zhang Yi, using a fluent and standard "International Zhuang Mandarin", interpreted the brand design in a humorous way to create a positive product marketing. He shared that the success of international big names such as LV and Chanel is not based on the design of the brand logo, but on its vivid and attractive brand story, which has attracted loyal fans. Take a gift ribbon that can be seen everywhere in Taobao. Although the price of the designed product is higher, the monthly transaction volume is also ahead of the product with low price and no design sense.

The role of the brand is to open up a new idea for the enterprise, increasing the recognition of consumers, enhancing the trust of consumers to the enterprise, and letting the consumers feel the existence of the story through the storytelling of the brand, which requires the design of “consistence” to achieve .

In addition, the service area of Creative Capital involves jewelry, shoes, wine, beverages, clothing, children's products (good children), cakes, bakeries, coffee shops, restaurants, complex brand design and space planning. Through artistic design upgrades, taking the consumer experience as the starting point of design, the design symbol is integrated into the product to expand the brand advantage, and the product sales are improved on the basis of high quality, thereby creating high profits.

"Considering the Six-Dimensional Sensory Interconnection Design Thinking of the Human Body"

Guest: Feng Xiao

Co-founder of RITO

Topic of the speech: "The arrival of the era of creative systems"

Feng Xiao, a veteran who has been deeply involved in brand integration marketing for 18 years, introduced the overall solution of the brand creative system with his mature thinking. He said that the design should be based on the six dimensions of touch, vision, smell, taste, hearing and feeling at the customer contact level, and then comprehensively consider the product materials, processes, experience, etc. to provide customers with satisfactory creative solutions.

Feng Xiao analyzed the brand's creative value in different fields, such as Yihui, Qianhai Enterprise Mansion, Cotton Age, French Martell jewelry brand, gaga fresh language, Shanghai Glass Museum, etc., cultivating brand loyalty beyond rationality. The improvement of the lifestyle is in line with the consumption patterns past 80s and 90s generation, so that consumers' brand loyalty to the product naturally increases, which is also the miracle of design that the cotton era Tmall broke 400 million on double 11 and the sales revenue of hi-year jumped from a million to a billion-level.

“3D Printing Technology Opens a New Era of Industrial Upgrading” 

Guest: Wu Yin

 Director of 3D Printing Center, Hebei Industrial Design Innovation Center

 Topic: “Integration of 3D Printing and Design Innovation”

Wu Yin, co-founder of Jiangsu Rich-Opto, head of 3D Printing Center of Hebei Industrial Design Innovation Center. He has rich experience in laser 3D printing for industrial design, jewelry processing, medical industry, cultural education and other industries. He said that in the future, digital manufacturing technology represented by 3D printing manufacturing technology will produce comprehensive and profound changes in product design, manufacturing process, manufacturing equipment and production lines, material preparation, related industrial standards, manufacturing enterprise forms and even the entire traditional manufacturing system.

Science Popularization:

3D printing technology has significant advantages over other technologies: 

* Greatly reduce the cost of product development and innovation, shorten the innovation research and development cycle;

* Manufacture parts that cannot be processed by traditional processes, greatly enhance the process realization capability; 

* Provide the traditional mode the power of change to achieve personalized customization services.

 "Science Primary School" 

3D printing technology is divided into: FDM, SLA , SLS. 

 FDM (melt deposition) is the most popular 3D printing technology, mainly used in education and individual players; 

 SLA (light curing) is the technology with the highest precision and the highest quality. Main Markets: Industrial Slabs, Dentistry, Jewelry, Education R&D 

 SLS (Metal Powder sintering) Direct printing of metal parts by laser Main market: military, automobile.

Wu Yin’s professional interpretation appeals great interest of the audience. Through Wu Yin’s explanation, we know that the 3D printing technology can be applied in making prototype, casting production and auxiliary casting like pumps, metal jewelry, sand model of military industrial products, as well as medical supplies, 3D manufacturing of orthotics and other fields like biomedical, cultural creativity, sand table model etc.

The enterprise representatives who participated in this design lecture listened attentively and communicated with designers. The atmosphere was relaxed and lively. We hope each listener can acquire their own awareness of industrial design through the training activity and have a clear and correct understanding of enterprise development, using industrial design actively to optimize product, upgrade packaging, build brand and improve efficiency, so as to achieve the effect of promoting the transformation and upgrading of Shijiazhuang.