Improve "Made in China" by Design

Professor Chen Jianjun of the School of Art and Design of Shenzhen University has been awarded the “World Star” highest design award by the World Packaging Organization of the United Nations Council for Social Economics for the second time. The author interviewed Chen Jianjun, who has won praise from Barcelona. He believes that design is an effective upgrade to "Made in China."
The key to the image and added value.
"The main problem is the unreasonable design of products and packaging."
The author: How is the situation compared to the world in the design of Chinese products?
Chen Jianjun: On the whole, the packaging design of domestic products lags behind international standards. Although we can see “Made in China” wherever we go now, most of them are just cheap goods. We can't help but think of Singapore’s Deputy Prime Minister Wu Qingrui’s assessment — “I don’t think China is underdeveloped because China has the ability to produce a wide range of products. Product capacity, China's main problem is the unreasonable design of products and packaging."
Indeed, "Chinese-made" goods are irrational in terms of "first-class raw materials, second-class quality, third-class design, and fourth-class prices". Many products are not proportional to the grade and packaging cost, and high-end products use low-grade packaging and low-grade products. The products are made of high-grade packaging; the packaging design of some native products is neither traditional nor modern, neither fish nor fowl, and has no taste. Many foreign companies changed their packaging after buying cheap goods in China, and sold high prices instead.
Nowadays, the packaging design concept of foreign products is very mature. The packaging price of products and the price of the products themselves tend to be reasonable. “Practical, concise and beautiful” is the most basic principle of current packaging design.
There is only a saturated product in the market without saturation: There is a perception that the main reason for the lack of appearance of Chinese products is the low level of Chinese industrial manufacturing. What do you think of this?
Chen Jianjun: The manufacturing process is a technical issue. It can make up for its deficiencies through design innovation. Bamboo, wood, and wheat straws can be easily handled as hats, baskets, mats, and craft decorations. These processing and manufacturing technologies are not very high, and the key is design.
Ceramics is China's pride, and its manufacturing technology is also first-rate. However, due to the backward design of modern practical ceramics in China, the average selling price in the international market is not more than US$1 each, while the porcelains in Japan and Italy are beautifully designed and sold. The price is more than 10 US dollars.
The Barbie doll that has been around for more than 40 years worldwide has an average annual operating income of 1.4 billion U.S. dollars. Since her birth, her 120 new outfits have been designed by the world's best fashion designers. To tell a true story, we all know that pearls are mostly round. A pearl culture worker in the United States has designed pearl-boxed cores that have been grown in pearls to be square or diamond-shaped, thereby cultivating square and diamond-shaped pearls, which are more common than pearls. Dozens of times higher.
The market is never saturated, only saturated products. In today's product homogenization, selling is design. It can be said that most of the goods in the market cannot be sold because of quality problems. The main reason is that the design is backward and cannot keep up with fashion.
Since the 1980s, "Guanghuo" has once led the country, relying on what? In fact, the quality of technology, equipment and personnel of Guangdong enterprises at that time was not advanced, but it was at the forefront of reform and opening up, and the market concept was strong. It was even more important to learn from and absorb overseas advanced modern industrial designs and constantly design, develop, and update products. Only then did "broad goods" gain national reputation.
"Technology and Design are Two Sides of a Gold Coin"
I: You once said that China's design level has lagged behind the level of science and technology. Can you specifically talk about it?
Chen Jianjun: Dr. Li Zhengdao once said: “Technology and design are two sides of a coin”, which shows that the perfect combination of technology and design is the origin of product value.
However, the reality in our country is that there is a serious mismatch between the design and the development of science and technology.
No science and technology do not think that design, and science and technology do not design participation can not find the point of integration with the community. Science and technology is a resource. Its research and invention is a result. People need to use this kind of resource to transform the material and achievements. Just as steel and cement are scientific and technological achievements, they are production materials, if not It is impossible to transform a design into a building, a bridge, a road, or even a city.
Nowadays, from the government to all sectors of the society, they are focused on improving the ability of science and technology to innovate. However, they lack understanding of the significance of design innovation. In fact, in our current product production, some basic and important components and technologies have been shared globally. For example, computers from the chip to many accessories, the car's engine and its components are shared. The biggest difference between products is the appearance of the design and the brand's different, or design.
China's economic development needs to design the author: What strategic position does the design have for China's current economic development?
Chen Jianjun: Doing a good job of product design and development is an important means to increase product added value and market competitiveness. Each year, about 20% of the retail sales growth in the United States comes from product design innovations, mainly including innovations in color and style. According to TimY atsk, Wal-Mart’s vice president of direct purchasing, “When the functionality of a product reaches a certain level, it is difficult to make major breakthroughs, and new styles and designs become a new added value for the product.” Like French perfume, clothing, Italy Leather goods and glassware have created great economic benefits for companies and home countries, relying on high-level design.
According to statistics from the American Industrial Design Association, the company's product design and development investment is $1, and its sales revenue is $2,500. It can be seen that design innovation has less investment and benefits. According to this, a professor in the United States once suggested that the United States should position its industry as "American design, production in other countries" in order to maintain strong competitiveness and high economic efficiency.
How does the atmosphere of design create a social atmosphere that emphasizes design? Chen Jianjun believes that the most important thing is to respect design talents.
Coca-Cola's unique brand image design gives people a sense of affinity and trust. This is a good example of long-term cooperation between designers and entrepreneurs.
Many of our country's enterprise product development is still mainly completed by engineers and technicians, and there are few specialized designers involved. Companies often put a lot of manpower, material resources, and financial resources into the technical parameters and quality of a product, but are not willing to invest in product design R&D. The adoption of product design is also often determined by the personal preferences of the leaders. Designers are often subject to business owners or follow the market in order to survive. They lack the independent sense of innovation and design concepts that guide the consumption of the market. There are serious irregularities in the adoption of design works in China. Designers often sell their brains in return for labor costs. In Japan, there is a government guiding price for the use of design work. The purpose is to protect the designer’s work. Once the design work is adopted, the designer will receive a certain percentage of the compensation according to the amount of production, but China has no relevant Protection regulations.
In order to successfully achieve economic restructuring, a report released by the Hong Kong Trade Development Council introduced Hong Kong's 13 creative industries and the status quo and proposed that Hong Kong should be built as Asia’s largest creative center. Hong Kong’s definition of “creative industry” is based on personal creativity. , Intellectual property, etc. to create wealth and employment industries, including advertising, architecture, fashion, film and television production and game software, and human design are closely related industries. It should be said that Hong Kong's "creative industry" is an extremely visionary strategy that is worth learning from.

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