ConclusionThe growth of the Chinese economy since the 1980s and during the financialcrises has been surprisingly stable. China has been transformed from a plannedeconomy to a free-market economy. Its industries have been transformed fromlow value-added mass production to integrated brand marketing and manufacturing.The Chinese market will merge further with the global supply chain. More
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Chinese enterprises are emphasizing international brand building for long-termdevelopment.436 Into a Changing WorldDesign in China has started to spread its wings. Design management has beeninfluenced by technology, marketing and culture. It has also been transformed fromtraditional manufacture and reproduction into marketing original innovation andintegrated brand-building strategy. Enterprises have started to engage with and indesign. They may begin with brand identity and style or focus on quality and businessmanagement for production. In this process, traditional business models of theplanned economy have been discarded. In their place we find modern managementand manufacturing ideas. Clearly, the time for design management has come.Design management will be integrated with technology and business as it becomesessential to integrate product and service innovations to penetrate of the localmarkets.To do so, both local and foreign companies have to gain a better understandingof Chinese consumer culture. User studies and case studies have become importanttopics in corporate design management. New government policies support this by favouringintellectual property rights and original innovation.Along with economic growth we see an emerging cultural confidence in the people.Cultural inspiration becomes the crucial approach to design innovation for stimulationof sales in the China market. The Chinese market is becoming more influentialin the world economy and Chinese cultural elements and styles are becoming moreinfluential in international design concepts. Designers from China, who are alreadyprominent in both local and international companies, will soon achieve world recognition.The recent Red Dot design awards have showed evidence of the change andprogress.Figure 26.6 The strategy of design management in China. Cai, 2011.�Design and Design Management in China 437Note1. OEM (original equipment manufacture), ODM (original design manufacture), OBM(original brand manufacture), OSM (original strategic manufacture).
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