The lack of design and detail hinders the development of Chinese manufacturing such as toys
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Design is the soul of the brand
Mr. Zhang Ruimin of Haier conducted a market survey in a family in Europe. When asked about the difference between an electric kettle and a Haier product of a European brand, the hostess pointed to the product of a certain brand: Mr. Zhang, this is a handicraft. The sentence gave Zhang Ruimin a great shock, realizing that design is the soul of the brand. So Haier Group started to create Haier Design Manufacturing Co., Ltd. in 1994, and invested more than 80 million yuan in design cost each year, specializing in the design and development of new products. It has played a huge role in creating an international brand for Haier.
"The good industrial design is to turn people's dreams into reality through mass production," said Gregory Kyushu, president of Japan's GK Design Company. Nobel Laureate in Economics, James A. Mirrlees, in 2005 The 8th China Science and Technology Fair also pointed out that in most countries and economies, good design has a very important impact, and unique and creative design will bring better development to China's manufacturing industry. The history of industrial design development in developed countries shows that when per capita GDP reaches 1,000 US dollars, the value of design in economic operation begins to be concerned. When per capita GDP reaches more than 2,000 US dollars, design will become one of the important leading factors of economic development. In developed countries, because design plays an important role in manufacturing product differentiation and understanding of consumer experience, it has become the most important marketing concept and the best way to improve the company's innovation success rate after Six Sigma.
A special report entitled "Application Research of Industrial Design in Chinese Enterprises" by Beijing International Science and Technology Service Center pointed out: "At present, the products in China are generally difficult to adapt to the market, the introduction of technology is difficult to digest, and the lack of systematic development of independent development. These circumstances indicate that the weak link affecting the revitalization of Chinese enterprises begins with the common basic design technology—the delay in industrial design.†According to incomplete statistics, there are currently only about 70 socially oriented, product design-oriented jobs in China. The content of industrial design companies, mainly in Guangdong, Beijing, Shanghai, Wuxi, Tianjin, Nanjing and other coastal cities. And product design companies in Taiwan more than 200, Japan during its rapid economic growth, product design companies have There are more than a thousand, and there are now more than 200. There are dozens of product design companies in Hong Kong. Not only are there fewer design companies in China, but many design companies are small and often guilty of livelihoods, even though they are looking for orders, they are still Difficult to step by step. Product customization formed by design is a necessary condition for establishing a brand. The lack of design capability has seriously affected the development of the international market. Since 2004, the famous exhibitions in Europe and the United States have refused to exhibit Chinese companies due to the infringement of Chinese product design, which has sounded the alarm for Chinese manufacturing.
The details determine the success or failure of the brand
Recalling potentially dangerous products and issuing blacklists to the public is an international practice. In the US product recall catalogue, nearly half of the products are produced in China, and the blacklist of products published by the EU is not a minority from China. This fact has seriously damaged the reputation of Chinese manufacturing. But if we look closely at the catalogue of these recalled products and notified products, it is not difficult to find that most of the defects in these disposed products are very simple, as long as they are taken seriously. Give enough attention to problems that can be avoided, such as the legs and legs are not welded well. For example, the buttons on children's clothes are easy to fall and swallowed by children. For example, when the load of household appliances' power wires is not matched with the appliances, it will cause burning due to overheating. For example, in children's toys , it will decorate glass mirrors and so on.
During the visit to South Korea, when they communicated with the management of famous enterprises such as Samsung and Hyundai, they all said that Chinese products are not paid enough attention to the details, which affects the brand image. For example, a Chinese-made briefcase materials, workmanship, and styles are all It is first-class, but it is often not perfect in the handling of people's careless thread. It feels very regrettable and does not reach the level of international brands. Korean and Japanese companies are perfectionists, and every detail is kept perfect. The details are most touching, and the products of Japan and South Korea win the hearts of customers with details. A sad example is that Japanese companies have taken a lot of China’s products in the international market after they have obtained the formula of Tang Sancai in China with disgraceful means. Orders, survey reasons show that China's products in the invisible parts such as the bottom of the bottle and the surface of the liner is rough, and the Japanese products are very delicate, so that customers are moved.
The furniture industry is a striking example in China's manufacturing industry, which is in trouble due to the lack of design and details. The output value of China's furniture industry has reached more than 200 billion. It is ranked as the fourth largest industry in China with home appliances, IT and automobiles, but there is no An internationally renowned brand company has not formed its own unique design style. Due to the price competition caused by homogenization, it has caused fierce retaliation in the international market. In 2004, 27 American companies and 4 trade unions complained about furniture from China. Dumping in the United States requires the US government to impose a punitive tariff of 158% to 441% on goods worth more than $1 billion. This is the largest US dumping complaint against China.
At present, while we emphasize enterprise technology innovation and enhance marketing capabilities, we must give full attention to industrial design and details. Governments, industry associations, and enterprises should gather strength, concentrate wisdom, and strive to become prominent in the international market at an early date.
The essence of manufacturing is to inject new meaning into the product, and the most important attribute of the product is technology and design. According to the logic of the market, large-scale production will meet the needs of the society, and the actual value of the enterprise will be realized. Such a road, successful companies all the way to the dust. And unlike this path, most Chinese companies, the understanding of products is positioned at the level of function and low cost. Therefore, we have many tragic stories, There is a lot of confusion in Chinese manufacturing, so there is a topic of how to transcend low-end value innovation.