In this event series, David provided an observation about the development of the arts and design education of China in the present day and future, and delivered a great lecture The Chinese Design Industry: Observations of an Outsider to the students in the Red Chair Lecture Hall, the School of Design of CAFA. In it David pointed out three problems in the design industry of China sharply and sincerely.
“This is design at its lowest level, absent of innovation. Design itself was not recognized as a process, but as a commodity – are latively minor additional ingredient at the production line level. Design was not recognized as having a strategic value to the companies.”
“The OEM (Original Equipment Manufacturer) format must evolve into an OBM (Original Brand Manufacturer) format. Chinese companies must develop recognizable sustainable, innovative brands.This is a very dramatic change and requires significant, unprecedented evolution in both management AND design approach.The creation of an effective OBM requires a change in the frames of mind of both corporate management AND designers.”
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“Chinese manufacturers and designers must change focus from overseas export markets to the needs and potential of the Chinese internal markets.
The potential of the Chinese internal markets requires careful consideration. ……However, focusing on these particular local needs requires advanced design processes based on research,observation, cultural anthropology and new methodologies. Chinese manufacturers, design studios and design schools do not have these capacities. ”
“The need for a simultaneous upgrading of academic design institutions, professional design service provision and business design management culture is an unprecedented challenge. There are no models available. It can be addressed only through official government action or the organization like ICAA.
…… We see great potential in cooperating with ICAA to foster interaction between international design professionals and international design schools with Chinese counterparts.
We are investigating all avenues of collaboration. And we hope that ICAA will be one effective format.”
