On June 28th, the second APDF Season , the third design salon and “Brand Design and Strategy Seminar” was held at the APDF International Design Exchange Center. The purpose of the seminar was to analyze corporate brand design and strategy and evolution of future Chinese companies brands. With the height of the APDF academic platform and the future to gather professional think tank strength, help China's manufacturing industry to achieve the transformation from "Chinese products" to "Chinese brands" to "world brands", the voice of APDF is issued in the process of China moving from a manufacturing power to a innovative power.
Oskar Ho, Founding Chairman of APDF, Dusan, Visual Designer from Montenegro, Yang Huizhong, Executive Director of Huayang Ruishi (Shanghai) Creative Development Co., Ltd., Feng Jiahao, Project Manager of Xiao Yong Design Inspiration (Beijing) Co., Ltd., and a special-purpose trip from Hangzhou,Yuan Yi, who is in charge of the fashion designer brand “Jiangnan Cloth”, attended the seminar.
Visual designer Dusan first talked about brand awareness in the seminar, and analyzed how to use ideology to penetrate the customer's heart with Starbucks as an example. The importance of brand awareness was illustrated by Volkswagen, General Mills, Samsung and Huawei as examples. It is propsed that brands must have (conscience) ethics and truth, while emphasizing that brands are a set of expectations, memories, stories, and relationships that together determine whether a consumer chooses a particular product or service rather than another product or service.
In the seminar, Yang Huizhong focused on design thinking, regarding that design is not just a technology, but a way of thinking. Design thinking is a tool for the innovation market, and the brand is a systems engineering. Today China has entered the four-dimensional market, quality upgrades, consumer iterations, brand remodeling, model updates, and shared his brand strategy evolution case for the Jinliufu brand.
As a new generation designer, APDF member Feng Jiahao introduced his personal career growth experience and from recognizing to understanding of brand design and planning for the future, and presented his brand design project and creative experience that had won the IAI big prize.
Yuan Yi, the representative of the clothing brand “Jiangnan Cloth”, which has the most characteristic differences and comprehensive influence in China, introduced the Hangzhou Tianmuli project, which was designed by Italian national treasure design master Renzo Piano. This is a new concept complex project integrating office space, art space, experimental theater, buyer's department store, design hotel, unique business collection and other multiple formats, with a total area of 250,000 square meters.Upon completion, it will become a dynamic zone with extremely great artistic and creative charm in Hangzhou and even the Yangtze River Delta.She finally expressed her wish to invite APDF to participate in the project cooperation in the future.
Oskar Ho, the founding chairman of APDF, indicated in this seminar that China is the world's number one manufacturing country, but Chinese brands are few in terms of global brand value. At present, China's economy is shifting from high-speed growth phras to high-quality development phrase. In the stage, Chinese enterprises are faceng high-quality development and strategic opportunities, as well as the development opportunities of “ the Belt and Road”. Chinese brands will enter a period of comprehensive leap, and it is urgent to promote brand strategy to enhance brand value and enhance the cultural identity of markets of Chinese brands . Through brand evolution, we will explore a super-brand road for companies and brands in the new era.