These are indicators that chinese design is becoming

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These are indicators that Chinese design is becoming increasingly recognized in the international design community. The China Industrial Design Annual, published by the China Industrial Design �� Association in 2006, revealed that there were 328 industrial design firms in China in 2005. The number increased after 2007. Most design firms were located in cities like Shanghai, Beijing and Shenzhen of Guangdong. In 2006, the China Red Star Design Award was launched by the China Industrial �� Design Association (CIDA), BIDC and other institutions (China Industrial Design Association 2006). It is the most important award for industrial design and innovation in China. The Red Star Award was endorsed by the International Council of Societies of Industrial Design (ICSID) in January 2009. This award is offered annually and it attracted 400 design submissions from Design and Design Management in China 431 200 participating companies in the beginning. The numbers increased to 758 companies and 3,821 design entries by 2009. It is proof of the rapid changes in design in China. Since 2004, the Chinese automobile industry entered into booming market, �� increasing by 20 per cent increase every year. The domestic automobile enterprises market share in the Chinese market has been over 28.7 per cent since 2006. This is the first time that it has been ahead of international companies (cf: Brandt and Rawski 2008). Proprietary brands such as Geely, Chery, Great Wall and Brilliance Auto quickly recognized the value of design in market competition. The huge consumer demand has made the policy of importing technology and developing research and design a success. The year 2008 represents a major milestone in the history of contemporary Chinese design progress. China successfully hosted the twenty-ninth Olympics in Beijing. For the first time, design was received and recognized at the higher governmental levels. Design was not only an essential communication tool but also a strategic instrument for the promotion and enhancement of the China s global image. Through the process of Olympics, the government was able to understand design in more depth, which in turn helps in future policy making for the further development of design and Figure 26.4 Beijing Olympics torch, design by Lenovo team. Source: from Lenovo. 432 Into a Changing World innovation. The Beijing Olympics also brought an awareness of design to the general public. It helped them to understand and appreciate the significance of design in business
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and brand landscape. The whole design system of the Beijing Olympics with its logo, mascots, pictograms, opening and closing ceremonies had special meaning to the world. It signified the nation s determination to bring about a cultural revival and it has left an indelible impression on the hearts of the Chinese people. The 2008 Chinese cultural revival represented the return of Asian culture after China s long-term pursuit of Western modernization. It was also a reflection of Chinese economic strength after China s rapid growth into an influential market in the global economy and the return of the people s cultural confidence along with this growth. Multinational companies
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