How does Chinese local manufacturing industry create high-end brands? How much connection of the brand and the design to the end? On 28 March, the Chinese-English design communication forum which was organized by Design Tendency Institute of School of Media & Design of Shanghai Jiaotong University, Duncan of Jordanstone College of Art and Design of University of Dundee and Shanghai DOBE Cultural & Creative Industry Development Co., Ltd was solemnly held in DOBE E-Manor. The government, enterprises and colleges communicated with each other and actively discussed brands creation and design policies.
Chinese and western dialogue A collection of elites
To create high-end brands is the hottest issue raised in current Chinese manufacturing industry, including clothing industry, automobile industry, cosmetics industry, household appliance industry, etc., while failure cases are far more than successful cases. To find out common issues of brand creation and to research and solve such issues are the primary missions of the forum.
The forum attracts about a hundred Chinese and Western elites of design industry and many organizations including Duncan of Jordanstone College of Art and Design of University of Dundee, London College of Fashion of University of the Arts London, Design Tendency Institute of School of Media & Design of Shanghai Jiaotong University, Shanghai Industrial Design Association, Academy of Art & Design Tsinghua University, School of Fine Arts of Shanghai Normal University, France Style-Vision Institute, Samsung Design Membership China, Dulux Color Institute, GB Group Design Center, Shanghai Jahwa Industrial Design Center, Sacon Group Industrial Design Department, Yang Design, Pan Asia Technical Automotive Center, Dongfeng Motor Corporation, Chery Automobile Co. Ltd, Shanghai Sicar, etc., were present at the forum. M50, Redtown, Sunpower, Creative Product Test Trial-Production Platform, etc., arrived at the site after hearing of convening of the forum and Denmark Consulate General in Shanghai and Australia Consulate respectively appointed representatives to pay close attention to the forum.
The forum was started from speeches given by presidents of two Britain well-known design schools who introduced Britain’s achievements and experience on promotion of design development and brand creation. Their live cases and analysis methods of explaining profound theories in simple ways climaxed attentions of audiences. After that, GB group and Shanghai Vive, two local brands in China, respectively described their different brand development experience and represented Chinese model of brand creation. Design Tendency Institute of School of Media & Design of Shanghai Jiaotong University and France Style-Vision Institute analyzed the process of brand creation from a brand research perspective by case. The forum was ended with a workshop which lasted for two hours. Professor Thomas Inns led others to recognize various factors of brand creation and their relations, offering “utility” tools for brand creation.
Industrial connection For creativity
As one of initiators of this activity, DOBE specially invited relevant enterprises in the park to participate in the activity. Shanghai Yishan Architectural Decoration& Design Engineering Co., Ltd from H 525, Shanghai Aozhuo Conference Service Co., Ltd from F525, Shang Beigao Arts Design Co., Ltd and YOY DESIGN from Sports LOFT Creative Park were present at the activity. During the activity, YOY DESIGN has communicated with Shanghai Industrial Design Association and Shanghai Creative Product, Test Trial-production Platform in an extensive way and reached preliminary cooperation intention.
DOBE always works for development of cultural creative industry and hopes to bring more vivid brand creation experiences for enterprises through convening of such activities, to enable design enterprises to fully communicate with traditional manufacturing enterprises and find out common points between them, finally making our limited contributions to the upgrading from “Made in China” to “Created in China”.
A terrific speech from Professor Thomas Inns who is the Dean of Interaction between guests and on-site audiences
Duncan of Jordanstone College of Art and Design of University of Dundee
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