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Peter, gefeliciteerd! Creative Industries  Update: China  Workshop starters January 31 2012 Peter Kersten, BNO ambassador
Topics   1  Creative industry and Dutch/Chinese  governments 2  Some flavour of China + past missions and activities  3  C...
Topics   1  Creative industry and Dutch/Chinese  governments 2  Some flavour of China and past missions and activities  3 ...
Definition of design as used by BNO  <ul><li>Design is a strategic management  instrument  in order to realise </li></ul><...
NL government: <ul><li>Creative industries </li></ul><ul><li>Top sector,  next  to water, agri-food, marketgarden produce ...
DutchDFA:  “Strengthen Dutch Creative sector in promising markets”  www.dutchdfa.nl     <ul><li>DDFA € 12 mio from 3 minis...
NL designers: Why exporting design services to China? <ul><li>Sequence of prefererence varies: </li></ul><ul><li>Huge busi...
Creative industry fits China ’ s 12 th  five-year plan, launched March 2011  <ul><li>Move up in the value chain: From OEM ...
Topics   1   Creative industry and Dutch/Chinese  governments 2  Some flavour of China and past missions and activities  3...
 
Recent design missions to China  <ul><li>December 2008  >  BODW Hong Kong > 60 designers, </li></ul><ul><li>20 architects,...
Recent design missions to China  <ul><li>September 2011  >   Beijing Design Week , 20 architects and design studios  </li>...
2012 DDFA missions to China  <ul><li>September  >  Beijing Design Week </li></ul><ul><li>Early October  > Shanghai Creativ...
DutchDFA + Dutch trade associations business strategy  <ul><li>Public  sector:  </li></ul><ul><li>Enhance likeability and ...
Guangzhou (Canton)  <ul><li>Third biggest city of China  > 24 mio  inhabitants </li></ul><ul><li>Wealthiest city of mainla...
 
 
 
 
 
 
 
 
 
 
 
Canton Fair ’ s Product Design Center (PDC)  <ul><li>Unique   </li></ul><ul><li>Design dedicated </li></ul><ul><li>Demand ...
 
 
 
 
 
 
 
 
 
 
 
 
Shanghai  <ul><li>Most international and most  ‘cultured’ city  </li></ul><ul><li>Seat of many  Chinese and multi national...
 
 
 
 
 
 
 
 
 
 
 
Topics   1   Creative industry and Dutch/Chinese  governments 2  Some flavour of China and past missions and activities  3...
Perceived thresholds market entry of Dutch design into China <ul><li>Chinese commissioners:  </li></ul><ul><li>Little resp...
 
 
 
Perceived thresholds market entry of overseas design into China <ul><li>Chinese commissioners:  </li></ul><ul><li>Language...
Product design: sequencial steps*
Product design: Sequential steps + markt analyses + manufacturing considerations *
Topics   1   Creative industry and Dutch/Chinese  governments 2  Some flavour of China and past missions and activities  3...
Business culture China en NL each other ’ s antipoles  Netherlands China  Passionately striving for equality Clear hiarchy...
Aspects Dutch business culture  Strenghts  Weaknesses Target oriented and perseverant  Direct  Inventive Sure and definite...
Guanxi = highstanding valuable relations <ul><li>Relation is more important than rules  </li></ul><ul><li>Buisnesspartner ...
Loss of face  <ul><li>Dutch say what they mean and mean what they say  </li></ul><ul><li>Chinese: This may be  rude and of...
Sun Tzu (The art of warfare)  <ul><li>“ Win-win ”  is not an appropriate tactic in case of  ‘ sales ’ </li></ul><ul><li>Cr...
Topics   1   Creative industry and Dutch/Chinese  governments 2  Some flavour of China and past missions and activities  3...
Oppertunities for sutainable market entry success are increasing  <ul><li>Chinese commissioners + Chinese  government:  </...
Five types of exporting creative entrepreneurs (Source: CBRD InHolland)  5 Generators  4 Nomads  3 Pioneers  2 Scouts  1 S...
5 types of exporting creative entrpreneurs (Source: CBRD InHolland)    <ul><li>Starters  > Little to no knowledge . Ambiti...
Design studio/export market positioning model    Differentation   Adaptation   Value for money  Experimental  Internationa...
Design needs matrix  Type of design  GPRD Shanghai  Beijing  HK Fairs and exhibition design  +++ ++ ++++ ++ Brand design  ...
Indication of investments  <ul><li>Phase 1: Does China and my business ambition fit?   </li></ul><ul><li>2 missions of  7 ...
Presentation tips <ul><li>Check what the commissioner already knows or has at hand .  </li></ul><ul><li>Stay in contact vi...
Presentation tips <ul><li>PPT ’ s </li></ul><ul><li>No (elaborate) references to education. Chinese  are not familiar with...
Integrate Dutch design USP ’s in your NB presentations in the way you find appropriate  <ul><li>Overarching Dutch design c...
Unexpected side effects: business matches and synergetic collaborations with creative colleages
 
 
 
 
Become rich and go!
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Dutch Creative Industries: China Update (January 31, 2012)

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Presentation of Peter Kersten, Ambassador of the Association of Dutch Designers (BNO), during the event 'Creative Industries: China Update' on January 31, 2012 at Pakhuis de Zwijger, Amsterdam. The presentation served as an introductory workshop for Dutch design studios interested in exporting their services to China. For more information, have a look at www.bno.nl/internationaal

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Transcript of "Dutch Creative Industries: China Update (January 31, 2012)"

  1. 1. Peter, gefeliciteerd! Creative Industries Update: China Workshop starters January 31 2012 Peter Kersten, BNO ambassador
  2. 2. Topics 1 Creative industry and Dutch/Chinese governments 2 Some flavour of China + past missions and activities 3 China: Not a piece of cake, but it can taste nice 4 Different culture = different business culture 5 Prepare to start …… 6 Final remarks
  3. 3. Topics 1 Creative industry and Dutch/Chinese governments 2 Some flavour of China and past missions and activities 3 China: not a piece of cake, but can taste nice 4 Different culture = different business culture 5 Prepare to start …… 6 Final remarks
  4. 4. Definition of design as used by BNO <ul><li>Design is a strategic management instrument in order to realise </li></ul><ul><li>pre- agreed objectives in terms of: </li></ul><ul><li>Money > Reduction of production costs </li></ul><ul><li>Time > Reduction of time to market, first to market </li></ul><ul><li>Identity > Improvement reputation of company brand, </li></ul><ul><li>product brand or organisation brand </li></ul><ul><li>Relevance > Susainability , social causes, inclusive design </li></ul><ul><li>Visual communication </li></ul><ul><li>Product and industrial </li></ul><ul><li>Spatial and interior </li></ul><ul><li>Interaction and new media </li></ul>
  5. 5. NL government: <ul><li>Creative industries </li></ul><ul><li>Top sector, next to water, agri-food, marketgarden produce </li></ul><ul><li>high-tech materials, life sciences, energy, transport/logistics </li></ul><ul><li>Export creative industries: mainly ‘Creative Business Services’ </li></ul><ul><li>Internationalisation: Condition for succes > Not a choice, but a must </li></ul><ul><li>Crucial for improving ‘Holland branding’ </li></ul>
  6. 6. DutchDFA: “Strengthen Dutch Creative sector in promising markets” www.dutchdfa.nl <ul><li>DDFA € 12 mio from 3 ministries for 4 years across 4 country regions </li></ul><ul><li>- China: Shanghai, Beijing, Guangzhou (GPRD) </li></ul><ul><li>-India: Mumbai/Pune, Delhi, Bangalore, Ahmadabad </li></ul><ul><li>- Germany: Berlin, NRW </li></ul><ul><li>- Turkey: Istanbul </li></ul><ul><li>As much as possible cross-disciplenary design/fashion/architecture </li></ul><ul><li>Together with trade associations + sector institutes </li></ul><ul><li>2012: DDFA ’s last year of operation (december 31) </li></ul><ul><li>Exhibitions, debates, presentations, lectures, matchmaking, incubators, work spaces, manifestations, workshops </li></ul><ul><li>Demand driven > always connected to existing country manifestations </li></ul>
  7. 7. NL designers: Why exporting design services to China? <ul><li>Sequence of prefererence varies: </li></ul><ul><li>Huge business oppertunities (High demand; low local quality supply) </li></ul><ul><li>Adventure . Challenging entrepreneurship </li></ul><ul><li>More turnover, more profits (?) </li></ul><ul><li>Infusion of new energy to studio staff and widen their horizons </li></ul><ul><li>China = World power “We should not miss the boat” </li></ul><ul><li>Dutch market too small for challenging design commissions ? </li></ul><ul><li>Local competitors strong in other European markets </li></ul>
  8. 8. Creative industry fits China ’ s 12 th five-year plan, launched March 2011 <ul><li>Move up in the value chain: From OEM to ODM to OBM </li></ul><ul><li>Compete on innovation, design, quality, branding </li></ul><ul><li>Not on price </li></ul><ul><li>More focus on the home market. Less focus on export </li></ul><ul><li>More focus on quality of life </li></ul>
  9. 9. Topics 1 Creative industry and Dutch/Chinese governments 2 Some flavour of China and past missions and activities 3 China: not a piece of cake, but can taste nice 4 Different culture = different business culture 5 Prepare to start …… 6 Final remarks
  10. 11. Recent design missions to China <ul><li>December 2008 > BODW Hong Kong > 60 designers, </li></ul><ul><li>20 architects, 40 dignitaries </li></ul><ul><li>October 2009 > Shanghai Creative Industry Week > 10 design studios, 10 architects </li></ul><ul><li>December 2009 > BODW HK + Shenzhen, Foshan > market survey </li></ul><ul><li>opportunities </li></ul><ul><li>December 2010 > Guangzhou Design Week > 2 architects, 2 designers </li></ul><ul><li>April 2011 > Guangzhou Canton Fair 16 design studios </li></ul>
  11. 12. Recent design missions to China <ul><li>September 2011 > Beijing Design Week , 20 architects and design studios </li></ul><ul><li>Mid October 2011 > Guangzhou Canton Fair , 20 designers </li></ul><ul><li>End October 2011 > Shanghai Creative Industry Week </li></ul><ul><li>December 2011 > Guangzhou Design Week </li></ul><ul><li>Exhibition Liberation of Light , 16 light designers + architects </li></ul><ul><li>December 2011 > Business of Design Week, Dutch Design Desk </li></ul>
  12. 13. 2012 DDFA missions to China <ul><li>September > Beijing Design Week </li></ul><ul><li>Early October > Shanghai Creative Industry Week </li></ul><ul><li>Mid October > Canton Fair mission (?) </li></ul><ul><li>Early December > Guangzhou Design Week </li></ul><ul><li>Early December > Business of Design Week HK (?) </li></ul>
  13. 14. DutchDFA + Dutch trade associations business strategy <ul><li>Public sector: </li></ul><ul><li>Enhance likeability and awareness among stakeholders and design commissioners of the quality of Dutch Creative Business Services (DDFA) </li></ul><ul><li>Private sector: </li></ul><ul><li>Capitalize on positive CBS brand associations through marketing of their services and competences to the Chinese private and public sectors </li></ul>
  14. 15. Guangzhou (Canton) <ul><li>Third biggest city of China > 24 mio inhabitants </li></ul><ul><li>Wealthiest city of mainland China and heart of the largest and most sophisticated manufacturing area (GPRD) </li></ul><ul><li>Has always been point of entry to PRC </li></ul><ul><li>Emphases on tech-product design, product innovation, brand development </li></ul><ul><li>Few foreign design competitors </li></ul><ul><li>Home of China ’s largest fair </li></ul>
  15. 27. Canton Fair ’ s Product Design Center (PDC) <ul><li>Unique </li></ul><ul><li>Design dedicated </li></ul><ul><li>Demand driven </li></ul><ul><li>Easy logistics: Supply (overseas designers) <> demand </li></ul><ul><li>(22000 exhibitors) under one roof </li></ul><ul><li>Free publicity offensive on the fair </li></ul><ul><li>NL was pilot-partner, therefore much ‘ goodwill ’ with CF authority </li></ul><ul><li>GGG + DDD > enthusiastic and excellent operational support </li></ul>
  16. 40. Shanghai <ul><li>Most international and most ‘cultured’ city </li></ul><ul><li>Seat of many Chinese and multi national HQ ’s </li></ul><ul><li>Centre of advertising, branding and creative industries in general </li></ul><ul><li>Seat of Dutch Design Work Space </li></ul>
  17. 52. Topics 1 Creative industry and Dutch/Chinese governments 2 Some flavour of China and past missions and activities 3 China: not a piece of cake, but can taste nice 4 Different culture = different business culture 5 Prepare to start …… 6 Final remarks
  18. 53. Perceived thresholds market entry of Dutch design into China <ul><li>Chinese commissioners: </li></ul><ul><li>Little respect for IPR; however situations improves </li></ul><ul><li>Tough competion by in-house design teams and big Chinese design studio ’s </li></ul><ul><li>Little practice of clear briefs or briefing sessions </li></ul><ul><li>Product design = styling; little understanding of the need of integration between design and engineering </li></ul><ul><li>Who finally decides ? </li></ul><ul><li>Uneasy to think ‘out of the box’ </li></ul><ul><li>Branding is the magic word; but little understanding between design and brand development </li></ul>
  19. 57. Perceived thresholds market entry of overseas design into China <ul><li>Chinese commissioners: </li></ul><ul><li>Language problems from Dutch as well as from Chinese sides </li></ul><ul><li>Money and negotiation driven. Less consultancy driven </li></ul><ul><li>Unsure of ROI of design and certainly unsure of overseas designers </li></ul><ul><li>Little understanding that design is a ‘process’ </li></ul>
  20. 58. Product design: sequencial steps*
  21. 59. Product design: Sequential steps + markt analyses + manufacturing considerations *
  22. 60. Topics 1 Creative industry and Dutch/Chinese governments 2 Some flavour of China and past missions and activities 3 China: not a piece of cake, but can taste nice 4 Different culture = different business culture 5 Prepare to start …… 6 Final remarks 7
  23. 61. Business culture China en NL each other ’ s antipoles Netherlands China Passionately striving for equality Clear hiarchy is desirable and normal Direct Indirect Individual Collective Dutch business culture Chinese business culture 1 Logic 1 Relation 2 Contract 2 Logic 3 Relation (3 Contract)
  24. 62. Aspects Dutch business culture Strenghts Weaknesses Target oriented and perseverant Direct Inventive Sure and definite. Less ‘receiver oriented’ Internationally orientated Informal, but at the same time business like: “come to your point please” Well educated; speaking languages Impatient Quick to trust
  25. 63. Guanxi = highstanding valuable relations <ul><li>Relation is more important than rules </li></ul><ul><li>Buisnesspartner with Guanxi is crucial </li></ul><ul><li>Building Guanxi oneself is essential </li></ul><ul><li>Doing business is only successful if you are truly liked by your partner (commissioner) </li></ul>
  26. 64. Loss of face <ul><li>Dutch say what they mean and mean what they say </li></ul><ul><li>Chinese: This may be rude and offensive (as there is a possibility of loss of face) </li></ul><ul><li>Be eufemistic, indirect, subtile </li></ul><ul><li>Deals are lost, just because of loss of face </li></ul>
  27. 65. Sun Tzu (The art of warfare) <ul><li>“ Win-win ” is not an appropriate tactic in case of ‘ sales ’ </li></ul><ul><li>Create the notion that the business partner has won </li></ul>
  28. 66. Topics 1 Creative industry and Dutch/Chinese governments 2 Some flavour of China and past missions and activities 3 China: not a piece of cake, but can taste nice 4 Different culture = different business culture 5 Prepare to start …… 6 Final remarks
  29. 67. Oppertunities for sutainable market entry success are increasing <ul><li>Chinese commissioners + Chinese government: </li></ul><ul><li>From ‘Made in China’ to ‘Designed in China’, to ‘Branded in China’ </li></ul><ul><li>Fits well with 12th annual devlopment plan > Role government is important </li></ul><ul><li>IPR issues improve </li></ul><ul><li>Developing country-buyers shop on price > Chinese manufacturing is becoming more expensive due to inflation and increasing wage costs > Need to compete on quality, innovation and design </li></ul><ul><li>Asian sisters Japan en Korea are role models for branding and design </li></ul><ul><li>Chinese decision makers travel much more and Chinese design diaspora return to China </li></ul><ul><li>NL good reputation > neutral, reliable, culture sensitive </li></ul>
  30. 68. Five types of exporting creative entrepreneurs (Source: CBRD InHolland) 5 Generators 4 Nomads 3 Pioneers 2 Scouts 1 Starters
  31. 69. 5 types of exporting creative entrpreneurs (Source: CBRD InHolland) <ul><li>Starters > Little to no knowledge . Ambition to explore </li></ul><ul><li>Scouts > Believes in own competence and ambition </li></ul><ul><li>Pioneers > Relevant portfolio and experience in foreign markets, but presently no commissions from abroad </li></ul><ul><li>Nomads > Good portfolio, commissions from abroad, </li></ul><ul><li>but no clients in China </li></ul><ul><li>6. Generators > Wide international experience + clients in China </li></ul>
  32. 70. Design studio/export market positioning model Differentation Adaptation Value for money Experimental International Flexible Topquality Conventional Local Systematic
  33. 71. Design needs matrix Type of design GPRD Shanghai Beijing HK Fairs and exhibition design +++ ++ ++++ ++ Brand design +++ ++++ ++ ++ Trend research and forecasting ++++ ++++ + ++ Wayfinding and signing design + ++ +++ ++ Tech-product design ++++ ++ + +++ Regular product design ++++ ++ + ++++ Communication design for export to non-Chinese countries ++++ +++ ++ ++++ Retail design + ++++ ++ +++ Fashion + ++++ + ++++
  34. 72. Indication of investments <ul><li>Phase 1: Does China and my business ambition fit? </li></ul><ul><li>2 missions of 7 days: Each mission € 2500,- including all costs </li></ul><ul><li>In case of fit and first promising contacts: </li></ul><ul><li>Phase 2: How to make my first business sustainable? </li></ul><ul><li>Being in China is condition: </li></ul><ul><li>-Through Dutch Design Desk Guangzhou/Hong Kong </li></ul><ul><li>-Through Chinese (part time) representative or agent </li></ul><ul><li>-Through hiring workspace in DDWS or work fascility in GPRD </li></ul><ul><li>Operational out of pocket costs: </li></ul><ul><li>Workspace hiring € 350 per month </li></ul><ul><li>Hotel/B&B/Pension: € 30 per day </li></ul><ul><li>Flight ticket € 1000 </li></ul>
  35. 73. Presentation tips <ul><li>Check what the commissioner already knows or has at hand . </li></ul><ul><li>Stay in contact via e-mail, regularly complemented by phone (Skype) </li></ul><ul><li>File all mails, correspondence accessibly : One surely refers to something in the past </li></ul><ul><li>Stay always friendly, give compliments and be respectful </li></ul><ul><li>Dine, lunch, dine and give attentive presents </li></ul><ul><li>Make notes on the business cards, so that you know the details of the company and send tailor-made ‘ thank you for the meeting mails ’ </li></ul><ul><li>When you think that all is clear, than this might not. Note in writing clear and crisp important steps or decisions </li></ul>
  36. 74. Presentation tips <ul><li>PPT ’ s </li></ul><ul><li>No (elaborate) references to education. Chinese are not familiar with the Dutch design education system </li></ul><ul><li>No ‘ grand ’ , cerebral views on design </li></ul><ul><li>When you were successful in designing a water cooker; show a water cooker! </li></ul><ul><li>Try to point out concretely the buisness effects in turnover or profit </li></ul><ul><li>Mention awards, boast on clients which are well known or big </li></ul><ul><li>When having designed for the Dutch government: show it ! </li></ul><ul><li>Use a lot of imagery, interchanged with short bullits; eventually translated in Mandarin </li></ul><ul><li>Be concrete in your way of working of a successful project </li></ul><ul><li>Give indications of costs and present it as a menue to choose from </li></ul>
  37. 75. Integrate Dutch design USP ’s in your NB presentations in the way you find appropriate <ul><li>Overarching Dutch design characteristics (communication, </li></ul><ul><li>product, spatial and new media) </li></ul><ul><li>On the level of ‘deliverables’ </li></ul><ul><li>Creative </li></ul><ul><li>Innovative </li></ul><ul><li>Functional </li></ul><ul><li>On the level of actual collaboration process </li></ul><ul><li>Reliable </li></ul><ul><li>Pragmatic </li></ul><ul><li>Value for money </li></ul><ul><li>Culture sensitive </li></ul>
  38. 76. Unexpected side effects: business matches and synergetic collaborations with creative colleages
  39. 81. Become rich and go!

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