Professor at Guangzhou Academy of Fine Arts, former Deputy Director of the Industrial Design Teaching Sub-Committee of the Ministry of Education, Vice President of Guangdong Industrial Design Association, International Jury Member of G-Mark Award 2017-2021, Japan. He has been an observer, educator and practitioner of industrial design for nearly 40 years, and is the founder of the Brand Driven by design (BDD) concept.
Since 2014, not only have Chinese design-driven brand industry benchmarks such as Xiaomi, Xiaopeng, Maverick, Tezan and Liangying achieved great market success through high-level design innovation linking technology and business, but more and more designer-initiated or co-initiated startups The business value of design-driven brands is increasingly being recognised by industry and users alike as a result of rapid growth. Especially since the 2020 epidemic, a large number of BDD brands have been growing against the trend, which makes us believe that design-driven brands will become an important way for China's manufacturing industry to achieve high quality growth in the 2021-2030 historical change of "transformation of Made in China to Created in China, China Speed to China Quality, and China Products to China Brands". The design-driven brand will become an important way for China's manufacturing industry to achieve high-quality growth.
The presentation analyses the significant changes in design perception over the past 40 years, explains why companies today must upgrade design innovation to a top-level strategy, and takes representative brands such as Xiaomi as an example to illustrate that in the new decade when China's national strategy, technological investment, supply chain improvement, and Generation Z users become the dominant ones, the golden age of Chinese design and Chinese brands will break through and lead and influence the market development. More Chinese designers are urged to seize the best opportunity of this era in 3000 years and contribute to Chinese civilization with their own brand creation.
1、The boundaries of cognitive design philosophy and practice are being broken down by the great changes of the times.
2、Understand the definition, mission, core elements of design-driven branding and the conditions for design-driven entrepreneurship.
3、Grasp the great opportunities in China in the context of the world's great changes and identify the direction and strengths of your future growth potential.