1986 95 industrial design acceptance in china there

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1986 95: Industrial Design Acceptance in China There were complications and changes in government policies toward the economic reformation throughout the 1980s and in their implementation. The progress of society and industrial development was affected by all of this. It was a particularly difficult time for business. However, those companies that emphasized marketing and management continued. By the end of the 1980s, household appliances had become
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one of the major industries in China and competition was strong. Individual companies began to realize the importance of brand building and the role of design in this context. Corporate identity quickly rose to strategic significance. Graphic design firms began to provide branding services to corporations but many companies were under the illusion that visual identity alone could achieve market success for them. The first freelance design office in China was set up in Beijing in 1986. It did not survive for more than six months. Then in 1988, Southland Industrial Design was founded in Guangzhou by three staff from the Guangzhou Fine Arts Academy. Southland Industrial Design is today considered to be the first successful and officially registered industrial design firm in China. It focused on providing design services to the Design and Design Management in China 425 emerging private household appliance manufacturing companies in the Pearl River Delta region of the Guangdong province. Six years later, the Haier Group of China and the GK Company of Japan cofounded QHG. This consultancy focused on the development of Haier products. QHG was the first Chinese overseas joint venture design company. GK brought the processes and methods of modern industrial design and management to support Haier in advancing new product development and innovation. Haier, in turn, was aggressive in strategic marketing and in the promotion of its product and services. The joint venture had a role in quickly establishing Haier as one of the most famous household appliance brands in China. Other companies, for example, Konka, Changhong, Hisense, TCL and Skyworth, also developed important brands and had grown into the largest manufacturers of household appliances in China by the end of the 1990s. Beginning in the 1990s, Chinese companies started to establish their own design departments. Initially, industrial design was positioned and managed within engineering and production departments. Design was mainly the replication of product samples and styles from overseas and product development was merely reproduction or partial alteration of an existing design. Most companies were close followers of overseas designs. There were few concepts or strategies for original design development. In 1992, Design, published by the China Industrial Design Association, was the first magazine in China focusing on industrial design. The magazine was very important for the dissemination of industrial design knowledge to the society of the time.
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