Product Design Achievements Corporate Revitalization

The development of China's industrial design business has been more than two decades. From the very beginning, the introduction of foreign design theories, design education models and curriculum settings, and the introduction of foreign models of design and operation today, this road we go very hard. However, the status quo today is that companies can still not rely on industrial design, because it is difficult to find in China so far that enterprises are mainly relying on industrial design to achieve a typical example of rejuvenation and glory. Recalling previous China's more influential industrial design exhibitions, the finale exhibits were almost all refrigerators, color TVs, mobile phones, washing machines, and transportation vehicles of well-known enterprises. The position of these brand products in the market cannot be said to depend on industrial design. It comes out because the operating characteristics of these industries are technology introduction + parts assembly. In other words, industrial design has not become a bright spot for market competition among these companies. Most companies will use the exhibition as an advertising campaign for image promotion.

Today's people of insight have recognized the broad prospects of industrial design and their role in the development of the national economy. They have vigorously advocated the industrialization of design and made the industrial design industry become a new economic growth point. However, few people have suggested that industrial design should first achieve specialization, and industrial design specialization is an indispensable prerequisite for industrialization. The key is to see what we can do today's industrial design. Does the company accept it and the market recognizes it? . What exactly is industrial design? What should be done? And so on, the lack of complete and systematic knowledge in educational and business circles is widespread. Because the education industry has not formed a scientific and normative teaching system for talent training in industrial design disciplines, it has not formed a true expert and scholar team with high professional design standards. The backwardness of design education, the serious disconnect between the content of education and the actual needs of the society, makes graduates engaged in design work in a “professional childishness” state. Because industrial design is a multi-edge complex discipline, precisely because of this characteristic, the professional knowledge background of the personnel engaged in design education is complicated, and the industrial design discipline has become a “fuzzy discipline”. Today's design education is good, and design practices mostly stay in the product modeling or design style and design culture to make a fuss. The occupational risk is very low, it is good-looking or not, it does not involve the nature of design.

China’s industrial design has begun to move toward industrialization and has reached a certain number of scales. But there are few truly specialized companies. Design and manufacturing do not regard design and manufacturing as an integral part. As a whole, many design companies cannot provide in-depth services for companies because most design companies can only do “sell” modeling. Most manufacturing companies use design companies for instant use, and develop new product designs and cooperate with design companies. Holding a speculative attitude. This phenomenon has hindered the healthy development of the design business. Therefore, before the industrial design industry has been fully formed, the vicious competition at the bottom and bottom price levels has been in full swing.

The core of industrial design activities is not merely beautifying products. The fundamental significance of this activity lies not in the product design itself, but in the result of the overall operation of the enterprise market. Any product that has left the market loses its due value. There is no point in judging the pros and cons of product design based on market demand. The development and design of new products is a means for the economic operation of enterprises, and it is the material form of the market for enterprises to achieve market competition. The principle of economics has long taught us that there is demand for exchange, that there is exchange for business, and that there is business for profit. The ultimate goal of any enterprise's market behavior is to pursue the maximization of economic profits. Therefore, the perspectives of corporate managers on industrial design are different from those of our design education.

In the early 1980s, he took instruction in the design of Dr. Peter Thompson, a British industrial design expert. When he stepped on the rostrum, he drew a manager and a briefcase on the black tie. Pitt told us: "The man's bag is money. If he asks you to do the design, you must first understand how much money he has in the bag. The important part of the design is the economy. What should be designed? What has been designed? It has become whimsical away from the economic background." Therefore, all design creations that serve the activities of market economy are "limited creations" and all of them are "dancing" in a well-planned circle. This circle is the strategic positioning of the company's market, and the economy needed to realize the design. Technology conditions.

For consumers, what they buy is the goods of a certain company. What the company is doing is not the product itself but the market. Products are the tools that companies use to capture the market share. So from a business point of view, a good design is Create the most profitable products. Chinese and foreign companies in the development and design of new products have great differences in the method of product price positioning. Foreign companies will clearly tell you when they are developing and designing their products. What is the price positioning of this product in the market? Say how much cost your design must be controlled. The majority of Chinese companies tend to calculate the comprehensive cost after the product comes out, plus the company's expected profit rate will be sold to the market. As a result, high pricing may affect sales, or pricing may be too low for companies to lose their due profits. So we usually say: "Chinese companies sell products, foreign companies do the market," but whether it is Chinese or foreign industrial design, as long as the design is ultimately to serve the business must be accepted by the market and can create profitable design . So I think design should follow the principle of "suitable":

1, the goods are sold to the "proper" region

2. Selling goods to "proper" people

3, make the goods play a "proper" function

4, make the product reflect the "proper" personality

Industrial design is a systems project that provides products to satisfy people's needs for using functions to gain maximum profit. It is a bridge. It is a means to realize people's functional needs based on modern science and technology. Both functional requirements and science and technology are indispensable. In terms of design behavior, the purpose of pursuit is "appropriateness." It is the best point to coordinate and grasp the many elements that make up goods (supplies). The so-called “design” is also the process and method of coordination and understanding. The content of this process includes economic, cultural, aesthetic, and technology. Legal and so on, and the design elements will change as the demand market and audience change. For example, Japanese people like plastic products but Europeans like metal materials. For baby strollers sold in the United States, almost no one needs a front-loading tray. However, the same is not required for carts sold in Europe. Therefore, the use function and usage habits of products are different with different preferences of users. Therefore, we need to pursue “appropriate” design rather than “absolute” design.

If designers want to play a leading role in the development of new products for enterprises, they must be experts in this field. Superficial design activities are difficult to obtain the value of design. Design must first be done professionally. Have their own position and characteristics. The development of China's industrial design should be based on the characteristics of the industry. The industrial design of the United States thrives on the development of the automobile industry. Japan's industrial design is based on the rapid development of the post-war electronics manufacturing industry. Without the support of the industry, the design will become a wood without roots and it will be difficult to flourish. Looking at the Chinese-made goods seen in the international market, besides processing foreign brands, I am afraid that only Haier and Tsingtao beer are available. More than 80 percent of China’s enterprises are small and medium-sized enterprises that focus on traditional manufacturing industries. They generally do not have industrial design agencies. They are eager to create maximum added value for enterprises and can really solve the problem of industrial design, rather than on paper. . In particular, most of the private enterprises in the Yangtze River Delta have already completed the initial accumulation of capital and began to move toward the international market. With the convergence with the international market, these operators have begun to realize the importance of independent intellectual property rights, along with international traditions. The progress of manufacturing industry has shifted to China. China's industrial design has unprecedented development opportunities. According to China's national conditions, today's traditional manufacturing industry is still a fertile ground for China's industrial design to survive and develop.

The vitality of industrial design lies in the service role of economic construction. If our industrial design is still the same in the past twenty years, we still talk about culture in our institutions, and we cannot truly serve the front line of the industry. The formation and development of industrialization, such industrial design can never be a good business for the creation of wealth.