How to Make Design Success Sustainable in China

I just got a copy of 21st Century Business Review from the bookstore in the airport for my flight from Shanghai to Guangzhou for a design competition. The feature story of the May issue is From Manufacturing to China Design.

The topic of 'China Design' has been discussed for the past few years. There is no doubt that Chinese companies should have original design as the first step to build their own brand. Originality has been promoted in the cities, big or small, in China with the government support. Hundreds of design conferences and competitions are held to promote China Design every year.

Meanwhile, some Chinese companies are striving to offer good design to customers by either hiring world-renowned designers or partnering with the international design consultancies like frog. In the agency-client relationship, local companies not only look for good design as a final deliverable, but also try to involve the in-house designers as much as possible throughout the design process, being eager to learn different design approaches and methodologies with the hope that they can design as well as Western counterparts.

Over the past few years, we have seen some excellent Chinese design that earned the international design awards like iF and Red Dot. However, it seems difficult for the award-winning companies to continue long-lasting momentum to offer consistent good user experience across different products over time after celebrating the first or second excellent design awards.

Some manufacturers mistake that good brand perception comes from advertising or gimmicky marketing strategy. But looking into the success of famous consumer brands such as SONY or Apple, you may find out that the success doesn’t come from one or two iconic products. Instead, what makes those brands likeable is the capability of offering consistently unique user experience that wins the customers’ heart in the long run.

In the article of From Manufacturing to China Design, the writer points out that a sustainable innovation strategy needs to embrace the following elements.

1. Don't focus on industrial design only.
2. Hire designers who understand consumers most.
3. Establish a holistic approach from design to product development and production to make a great idea happen.
4. Plan your own convergent business and design strategy. 
5. Provide an innovative environment and open culture for multi-disciplinary talents from business strategy, design, technology and engineering.

The last point interests me a lot. From what I have experienced in China,  a lot of Chinese companies are devoting a fair amount of resouces to design. But the problem is that design, technology and business strategy stand like silos in most cases. These three departments don’t like to talk to each other. To realize a good concept in the future, the design team and technology team must work closely by bringing technologists early in the concept phase. During the product development phase, technologists should have no hesitation to discuss technical issues with the design team to ensure the design properly implemented and manufactured. To make this happen, an open-minded and innovative corporate culture and a matrix team structure by bringing marketers,  product managers, designers, technologists and engineers together as one team.

The post title remains a big open question. It is a collaborative effort for us to solve the puzzle. I'd be happy to hear any thought from you. Stay tuned.

- Chloe Ng, Program Manager, Shanghai office