Last winter, hundreds of entrepreneurs gathered in Qinhuangdao Yanshan University to participate in the fifth design lecture in spite of the cold.

Time flies. On June 14th, 2018, in order to boost the development of manufacturing industry in Qinhuangdao, the design lecture was opened in Qinhuangdao once again, joining hands with"Design×Manufacture" Industrial Matchmaking Conference.

The 13th Design Lecture&"Design×Manufacture" Industrial Matchmaking Conference was guided by Industry and Information Technology Department of Hebei Province, hosted by Qinhuangdao Municipal People’s Government, organized by Bureau of Industrial and Information Technology of Qinhuangdao and Hebei Industrial Design Innovation Center, as well as endorsed by Shenzhen Industrial Design Profession Association.

With the theme of “Transformation Driven by Good Design”, more than 300 people attended the lecture. The main guests are: Hao Lixiao , deputy director-general of Industry and information Technology Department of Hebei Province, Sun Guosheng, deputy mayor of Qinhuangdao Munipal People’s Government, Zhao Bolin, director of Bureau of Industry and Information Technology of Qinhuangdao, and representatives of Hebei Industrial Design Innovation Center ,the guest speakers of the design institute, the head of the county (city, district) and the head of the Industrial Information System of Qinhuangdao City, the representatives of key manufacturing enterprises as well as consumer goods enterprises in Qinhuangdao City.

Leadership message:

Hao Lixiao, deputy director-general of Industry and information Technology Department of Hebei Province, has attended many design lectures in many cities of Hebei. She said it was a pleasure to visit Qinhuangdao to participate in the design lecture again. She also said that since last year, the Hebei Provincial Government has introduced a number of policies and measures according to the province's industrial characteristics and made a “Hebei definition” to industrial design. Hebei will improve the added value of products, upgrade the level of industry, enhance the competitiveness of enterprises and lead the upgrading of consumption by industrial design.

According to the 19th CPC congress report, the principal contradiction facing Chinese society has evolved into one "between unbalanced and inadequate development and the people's ever-growing needs for a better life." As a major manufacturing province, Hebei should grasp the development opportunities while facing the pressure, taking the industrial design promotion as a breakthrough in the transformation and upgrading of industrial development to support the development of the service industry.

We can promote the transformation of results and form the industrial development by publicizing, setting typical models, building platforms, and promoting matchmaking, with the help of government, guiding enterprises to buy design services and tasting the sweetness of industrial design. Deputy Director-General Hao Lixiao expressed expectations to Qinhuangdao product upgrading and hoped that Qinhuangdao would open the coastal door with industrial design.

Deputy Mayor Sun Guosheng said that in recent years, Qinhuangdao has taken the industrial design development acceleration as a breakthrough in driving the city's economic development and industrial transformation and upgrading. Qinhuangdao has introduced a series of policies and increased financial support. To accelerate the progress of industrial design, Qinhuangdao will continue to promote the design of business models such as design + brand, design + technology, design + culture and so on.

Director Zhao Bolin said that Qinhuangdao aims to build a “one center, one park and one activity”, cultivating industrial design enterprises and municipal industrial design innovation centers, reaching a strategic cooperation agreement with Hebei Industrial Design Innovation Center (HIDC) to build Qinhuangdao with high standards Industrial Design Innovation Center; Sino-Swiss Design Port, which was jointly established with HIDC, has also been successfully built, and it will be built into a design ecosystem and an international communication platform that integrates design, investment, leisure and tourism into the future, driving and radiating the development of the Beijing-Tianjin-Hebei region's design industry, becoming a national industrial cluster.

At the meeting, Director Yan Shi explained general and narrow definition of industrial design, briefly described the design application and role through design upgrade cases, and introduced the Hebei Industrial Design Innovation Center to the representatives of the present enterprises. As the engine to promote industrial development of Hebei, the center will open sub-centers in 11 provinces and cities in the next five years to create a design atmosphere with brand activities, attract design institutions at home and abroad to set up institutions, cultivate local design enterprises in Hebei, enhance Hebei in all directions, improve the level of Hebei's industrial development in an all-round way, improve the competitiveness of product brands, and build a beautiful Hebei.

Talk about design

Simon Zou, Founder of Shenzhen ZouDesign Industrial Design Co., Ltd.

Guest introduction: The founder of China's first design-style talk show "Setup", former design director of Hong Kong Xinshunfu Group, co-founder of its wholly-owned subsidiary ShowYoung home smart beauty machine, won several international and domestic design awards including Red Dot, German Gold Pin and China Good Design Award. Its products are designed and sold worldwide.

Design drives brand market value to increase rapidly

Jobs told Fortune magazine after retaking the Apple: "But for me, design has no extended meaning at all. The design concept is the core soul of a work, and the outer shell is just the expression of the soul." Industrial design is a strategic problem-solving process that drives innovation, builds successful businesses, and leads a better quality of life through innovative products, systems, services and experiences.

 Industrial design is a term that have been paid more and more attention. Apple, Xiaomi, Huawei, Smartisan, and other brand enterprises attach great importance to the status of industrial designers and take the industrial design factors of original brands as the the key breakthrough of company's future development direction. Industrial design footage is shown in the product promotion video. Especially in the era of crowdfunding, many product ideas begin with design-led research and development, creating popular products that meet market demand and consumers. Simon Zou finally said, "Pursuing profits will cause defeat while refining products helps enterprises win", which shows that industrial design plays a vital role in improving products and promoting brands.

Ma Shiding, Founder of Shijiazhuang Shengzhi Industrial Design Co., Ltd.

Guest introduction: Graduated from Yanshan University, majoring in industrial design, engaged in the industrial design industry for 8 years. After graduation, he worked in Beijing Top Design Institute. In early 2016, he created the design of Shengzhi with partners who have the same dream. In 2017, he was hired as a special lecturer at Hebei University of Science and Technology. His design works won more than 20 items including the German iF Design Award, the Red Dot Design Award, the China Red Star Award, and the Red Cotton Award. Two and a half years later after the company was founded, it has established long-term strategic cooperative relationship with CETC54, the German Kaquus, Shenzhen Dewei Audio and other large companies.

The key role of Industrial design in product innovation and brand building

Ma Shiding believes that industrial design is an integral part of product development, but it does not fully represent R&D. Industrial design is the core and chain for coinciding product requirements, making product design, planning branding, and bringing products to market.

Through the analysis of the 0.75-meter portable satellite communication equipment from the design research, appearance output, structural design and hand-made, the industrial design operation flow was explained. A product refined by industrial design can withstand the test of the market, reduce the material processing cost and assembly time, increase the sales volume, and solve the original defects, so that the product efficiency is rapidly improved, the economic value of enterprises is increased directly by industrial design.“Achievement represents the past, and the next success is the goal.” More innovation, more design.

Liu Jiaqi, Deputy General Manager of Shenzhen RITO Design Co., Ltd Hebei Branch.

Guest introduction: project AE manager of RITO; deputy general manager of Hebei branch of RITO , He focuses on brand planning for more than 10 years and is committed to providing high-quality brand services and brand management solutions for major enterprises. He is good at incorporating art, innovation and design into the development of the company and create more quality projects for enterprises in various fields. Now he is responsible for the management and operation of RITO Hebei Branch, the communication and docking of external customers, and has strong control over the progress control and organization management of the project plan, which can bring high-level experience and high-level benefits to customers. 

The arrival of the era of creative systems

In the future, the design iteration direction that we are welcoming should be in accordance with the “coming of the creative system era”. And what is the core value of design in this era? He believes that there should be systematic thinking, explosive creativity, and strong integration, which requires brand value to control.

In the context of the development of globalization, any industry eager to combine the local culture and contemporary life to adapt to the market and obtain value, whcih is also the concept that RITO is practicing. Presenting the optimal visual and infinite imagination in a systematic brand perspective and focusing on product professionalism when implementing cross-border integration embody the high standard integration capability in products, operations, arts and literature of RITO, such as the branding of Yihui and the cotton era.

Zhou Lin，General Manager of Beijing Top Design Co., Ltd.

Guest introduction: General Manager of Beijing Top Design Co., Ltd. General Consultant of P&M Technology Product Development, Design Management and Product PI Identification System Expert, founded design school led by design companies, Lecturer of Beijing University of Technology and other universities. In 2009,he officially established the top design organization to provide customers with integrated design services, including industrial design, brand design, interactive design, service design and other modules. He has provided design services for China Aerospace, Coca-Cola, Chinese Academy of Sciences, BOE, Huali Chuangtong, Tencent, Lenovo, Haier, 360 and so on. In 2016, the company established the “Top School” to cultivate practical and innovative high-end design professionals, and to create a practical design and training platform for Chinese design education.

Design is to do things

What is design? Zhou Lin believes that design is "solving problems." In the design process, the key point is not to solve the problem, but to find the problem. With the prevalence of Internet, designers must have a design interconnected thinking, which need to take consumer’s problems and excitement into consideration. By designing and optimizing products, we need to solve the products problems of low sales volume and unprofitability.

The road of understanding design for enterprises is divided into three stages, from rejection to small-scale attempt, and then to pay attention to industrial design. When it comes to the third stage, it is time for enterprises to make design together. Design brings three levels of change for product upgrading, changing new appearance for products, improving product quality, and enhancing product "intelligence", which is the real value of design and show the way to create a good growth environment for product development and win a broader market for the enterprises

Riccardo Dal Maso, co-founder of Shanghai Creative Capital Co., Ltd.

Guests introduced: Riccardo Dal Maso (Zhang Yi) Italian, who holds the position of general manager of South China, graduated from the University of Copenhagen, Denmark, majoring in design and brand research. China Creative Capital is a leading independent brand planning company in China with offices in Shanghai, Paris, Shenzhen, Jakarta and New York. Its originality is that it is working closely with international brands such as LVMH, Chanel and L'Oreal, as well as leading Chinese brands such as Love and AFU based on systematic data analysis and creative storytelling.

Brand Design - Discussion on Brand Building of Loveta Jewelry

Riccardo Dal Maso (Zhang Wei) believes that “design for the sake of design is of no value”,design should activate brand power through revival culture and operating in four links:brand creation, brand reshaping, brand experience & strategy and brand adaptation, rethinking the brand from internal brand, developing new brand strategies and solutions, and adapting to achieve specific output based on brand localization. Creative Capital has a unique expertise in global platform communication to create brand effects, brand visual packaging, concepts, illustration design, and graphic design.

By telling the "lovita jewelry" brand design case, He analyzes the jewellery brand's knowledge in design concept, packaging, video, meaning, interior decoration, etc.,  touching the consumer's inner desire to stimulate purchase, satisfying the dream psychological needs, presenting template ideas for branding of other enterprises.

Design innovation is constantly changing in order to create value continuously. Qinhuangdao, as one of the first batch of coastal open cities in China, an important node of Beijing-Tianjin-Hebei region radiating northeast, an important port city around the Bohai Sea in Hebei Province, has a solid foundation for industrial development. Under the circumstances of meeting the new era, new opportunities and new challenges, the entrepreneurs in Qinhuangdao should be more clear about the direction, relying on industrial design to lead the industry to take off and upgrade again. Through the design lecture , the integration of design thinking and industrial development enlightens entrepreneurs to update their concepts. The power released by design always brings people hope. Have you thought of how to describe Qinhuangdao’s more beautiful future?

Notice:

Today’s highlight is theory and tomorrow’s content is action.

"Design x Manufacturing" Industry Matchmaking Conference will meet with you tomorrow.

Back to the first scene and understand the dilemma of Qinhuangdao industry.

How do design experts solve the problems?

See you tomorrow for more information.