Compete for the "Oscar" of Chinese Industrial Products - Written on the occasion of the establishment of the "China Product Innovation Design Award"

"Over the world today, all countries and regions with strong competitiveness in design have all set up industrial design awards for government or national design organizations, such as the UK's 'Design Committee Award', Japan's 'GD Award', and the United States' IDEA Award', Germany's 'IF Award', Italy's 'Presidential Three-Year Award', Denmark's 'DG Award', Taiwan's 'National Boutique Award', and Hong Kong's 'Governor's Design Award' (now changed to 'Commercial and Industry Association's Design' Awards, etc.... I believe that when Chinese companies can generally regard the national excellent design awards as a major event in their corporate development work, that is, Chinese products form a strong competitive force in the global market. At the time," said Tong Huiming, president of the Guangzhou Academy of Fine Arts Design Institute, he said to the government that developing Chinese industrial design.

I. Encounters innovation in Chinese manufacturing. China has become a big country in industrial production, but it is not yet a strong country in industrial production. China has produced the world’s largest number of TV sets, refrigerators, air conditioners, DVD players and microwave ovens, as well as bicycles and water heaters. However, in the international market, there are few products bearing Chinese brands. Although there may be "MADE IN CHINA" logo. "Yangcheng Evening News Weekly," an article entitled "Made in China" talks about - the world's largest retailer "Walmart's famous refrigerator brand Magic Chef (fantastic chef)" is actually from Guangdong, China Kelon Electric Company design and production, and can explain, is only a broad "MADE IN CHINA (Made in China)", rather than the well-known domestic Kelon electrical trademark. Qingdao Shuangxing Group's shoes are sold in more than 100 countries, including the United States and Japan. From January to September 1999, the export volume reached 27,710,000 U.S. dollars, but most of them are labeled with others. In the United States where sales were largest, it reached 17 million pairs in 1995 alone, equivalent to 1 in 15 Americans wearing double-star shoes. Even so, in the eyes of Americans, Double Star is just a "core factory" of PSS, the largest footwear distributor in the United States. The world's largest cashmere sweater production base is in China. The cashmere sweaters produced by the Ordos Company and the Deer Group can compete with many world-famous cashmere sweaters in quality and style.

Each year, the deer king group's cashmere sweaters export value is 40 to 50 million US dollars, but almost every cashmere sweater exports are affixed with the British Dawson company's brand, rather than the people known to the "Deer King" brand. The “Reference News” of July 15, 2001 published an article in the “US News and World Report” on the decline of the US manufacturing industry, which is on the decline. The proportion of the manufacturing industry in the United States to GDP has been in 1960. The rate of 28.7% dropped to less than 17% today. In the future, developing countries such as China will have more opportunities in the manufacturing sector. However, we cannot but notice that in the international market, most of the Chinese products have been transformed into foreign goods by way of OEM OEM processing. Even if we export our own brands, we have problems every year because of industrial design and process packaging. , "The price of pork sold into bean curd", China lost foreign exchange more than 20 billion US dollars! The rough design made Chinese-made products become synonymous with low-quality and low-cost, over-imitation and introduction, drawing attention to the situation, and taking short cuts, so that Chinese enterprises have lost the calm and patience to cultivate product innovation and design capabilities. A very famous formulation, China wants to become a "production workshop" for the world's products, but compared with the profits of those multinational companies that produce innovative, well-crafted products that have doubled their profits, this "production workshop" is only left for themselves. Create 1~2% profit! . Only innovation can enable Chinese companies to embark on the road to self-reliance. Only designing can make “Made in China” enhance the explicit value of products.

II. Marketing the world, the origin of the dominant Chinese home appliance industry, the price war of meat droppings has caused European counterparts to neither understand nor sigh. The latest figures show that a 29-inch TV has sold more than 1,300 yuan.

"China Electronics News" cited a market research company in May of this year's data, the average price of 29-inch color TV made in China was more than 2,600 yuan, and the average value of 29-inch foreign brands was 5,200 yuan. The same technical indicators, the same size, have very different prices. Domestic DVD prices are generally more than 1,000 yuan, while DVDs with foreign labels are also at least 2,000 yuan. In order to promote, manufacturers play 2800 yuan of air-conditioning, send 2,800 yuan watch; to promote, businesses do not hesitate to take "quasi porn" suspects, big show "underwear show." The strange tricks emerged in an endless stream, but they couldn't conceal the skills of the donkeys. Nokia, Motorola, Sony, and Electrolux were all securely using all sorts of well-designed new products to make profits. The performance is not outstanding, the shape is beautiful 8850 offer more than 5,000 yuan; 38-inch flat-screen Sony TV is selling very hot; Shanghai shopping mall "Motorola City" V998 mobile phone placed in a beautifully arranged glass cabinet, Not like communication equipment, it is more like a fashion product; optional refrigerators allow Electrolux to enter the top three of the refrigerator sales ... fight prices, fight services, but also fight design. In the four elements of traditional 4P marketing theory: product, price, distribution, and promotion, the product is the origin and the basis of marketing. After conducting a large number of case studies, the Beijing Industrial Design Promotion Association and Beijing Technology Innovation and Productivity Promotion Center pointed out: “In the high-tech industries, science and technology are the first competition, and the industrial design of products is the second competition. After the technology came, it was fierce competition with deep market color and brand design.

In the era of rapid technological development today, the time interval between two competitions is getting shorter and shorter. Many large international companies have developed their technologies and industrial designs in parallel under the long-term market strategy. When the products are launched, they are already in the form of applications and products. Appearing to become a market mature product, China's high-tech should learn and master this method as soon as possible, and truly face the international challenges with high-tech and high-design. "(Wang Hao: "Summary of Beijing's September 5th Industrial Design Demonstration Project.") Apple has relied on the epoch-making and innovative design of the iMAC to get out of the fray. Haier's "little prodigy" washing machine is favored by urban families and Lenovo " Tianqin, Libra, Asking Heaven, Tianhe, and Tianzhu have a series of home computers with a distinctive national brand design style that not only throw off domestic counterparts, but also make international The brand is deeply under pressure.The competition starts at the starting line and marketing is first and foremost a breakthrough on the origin.

3. Personalization of products lies in innovative design Pan Yunhe, academician of the Chinese Academy of Engineering and president of Zhejiang University, said when talking about product innovation, there are two types of innovation. The first is the change in principle, such as innovation from scratch, in principle. Changes, such as technological inventions;

The second type of innovation is to improve on the basis of the first type. This type of improvement is more consistent with the user's behavioral habits and individual needs, and the innovative design is among them. In other words, the so-called personalization of products we often talk about is more embodied in the second category of innovation. What consumers directly enjoy is not the principle of science and technology, but the product that goes from technology to art. Different design styles represent different values, that is, personalized products. A superb design, exquisite fashion can be sold at astronomical prices, and a sophisticated material, without any personality can only earn a little gross profit. Haier’s CEO Zhang Ruimin once said that Haier does not fight the price war and has to fight for a value war. As a leader in the home appliance industry, Haier collaborated with international design agencies early on to design its own consumer products, and subsequently set up its own Hi-Tech design company in cooperation with Japan's GK Corporation. In just a few years, Haier has launched a series of small and exquisite products. Haier's “Little Prodigy” washing machine, Haier’s “Golden Grand Marshal” for the Internet era, and red, yellow and blue, and individualized “Meigao” televisions all pay off heavily in designing and attaching importance to product innovation. Konka TV was inspired by the success of Apple Computer. With its colorful colors and avant-garde styling, the “Colorful Little Painting Fairy” has a profit of more than 21 inches on a 14-inch TV. TCL replaceable panel "variety of stars" TV, and popular in the world famous music player software Winamp replaceable skin design has the same purpose, Skyworth's "Fengyun" and "Good News" TV also won points from the model.

Twenty years after industrial design was introduced into China, despite the fact that it was a toddler, more and more aspiring manufacturing companies could not ignore it. In the field of small household appliances, Midea Group, whose independent accounting company, not only provided industrial design services for the Group's products, but also sold more than 8 million yuan a year for external orders. Midea's latest dinosaur egg rice cooker, the first integrated carcass structure in China, extremely simple in shape; wave-shaped event handle, new drawer-type water storage box, new environmentally-friendly steam valve, heat-resistant plastic as outer pot material and new magnetic steel limit Thermostats can not help but think why American small appliances can lead the industry. According to reports, Haier and Midea have been ranked first and second in China's home appliance industry. This all proves again. Manufacturers who attach the greatest importance to design and attach importance to product competitiveness will gain the most lucrative returns in the market. Japan’s Hitachi’s data is persuasive. For every 100 billion yen sales revenue increase, the industrial design accounted for 51%, while the equipment transformation accounted for only 12%. As a result, the government has entered from large-scale equipment and is turning to promote product innovation and sustainable management.

IV. All countries have established altars and slammed innovative designs. However, we cannot face the dilemma of innovative designs for Chinese industrial products. For a long time, China has not yet received a national-level award for encouraging product innovation and industrial design. There are large-scale exchange activities involving government agencies, academic institutions and the business community. There is no national exhibition of industrial products with the theme of product innovation and design. Innovative design is so important that governments of all countries have become protagonists in promoting design. In addition to setting up various forums on innovative design, a national authority award that inspired design innovation was also established. "Over the world today, all countries and regions with strong competitiveness in design have all set up industrial design awards for government or national design organizations, such as the UK's 'Design Committee Award', Japan's 'GD Award', and the United States' IDEA Award', Germany's 'IF Award', Italy's 'Presidential Three-Year Award', Denmark's 'DG Award', Taiwan's 'National Boutique Award', and Hong Kong's 'Governor's Design Award' (now changed to 'Commerce and Industry Association's Design' Awards') Etc." (Tong Huiming: "The Government Should Promote the Design and Development of Main Forces")

At the beginning of the century, hundreds of international design experts proposed to the Chinese government: We strongly advocated product innovation and design and established authoritative national-level innovation and design awards. The Hanover Industrial Design Forum in Germany, referred to as "IF", has been recognized internationally as a first-class design institution in the field of contemporary industrial design. Based on Hanover, the world's largest exhibition venue, and closely linked with the world's two largest exhibitions - Hannover Information Technology and Communication Expo and Hannover Messe, Hannover Industrial Design Forum focuses on the pursuit of excellence in industrial design and industrial management. Paying more attention to the importance of design has made great contributions to the commercial prosperity of German industrial products.