SlideShare a Scribd company logo
DESIGN STRATEGY: 
How traditional brands strive 
in China’s dynamic market?
Joey Lam 林迪康	
  
BUSINESS
PRODUCT
 SERVICE
and/or
“We did it then, 
We can do it now.” 

- Heavy industry companies
“We have a long history, 
why need change?” 

- Light industry companies
TRADITIONAL PROFIT DRIVEN MODEL
Strategy level
c-suite
Budget
Time
Human resources
Implementation
R&D + Design
Release
End-user
Product/service
Iterations
§  increased costs"

§  depletion of resources
§  tired employees"

§  loss of user trust in company

unsustainable business
ITERATIONS CAUSE
HOW CAN DESIGN 
HELP BRANDS 
AT STRATEGIC LEVEL?
DMDesign Management is the !
“identification and allocation of !
creative assets within an organization to !
create a strategic and sustainable advantage” !
" " " " " " " "Mary McBride, PhD, 2006 !
!
4D MODEL
The Design Process!
Design Council, 2010
BRAND“No communications instrument brings customers into
contact with the brand with the same frequency or
communicates the value of the brand with the same
immediacy as a product.”!
!
USER RESEARCH
 •  Discover habits and preferences
•  Define underlying gaps
•  Create services and products that fit with their
mode of living
COMPETITOR 
RESEARCH
•  Understanding the market structure
•  Portfolio& competitor analysis
•  Product benchmarking
•  Opportunity matrix
ALTERNATIVE 
GENERATION
•  Explore the value chain to understand
business opportunities and perspectives in
other parts of the industry
•  Generating multiple alternative solutions for
addressing customers' unmet needs
USABILITY RESEARCH
 •  Test prototypes and mockups
•  Direct positive & negative feedback from
users
•  Prioritize user requirements
VISUAL DESIGN
 •  Visual language recommendation
•  Product design
•  Visual Identity System Design
•  Corporate Identity System Design
§  articulate complexities"

§  focus on the end user"

§  dimensionalize decision-making"

§  specialize in life-centered strategy
DESIGNERS ARE TRAINED TO:
§  FMCG industry
increase their brand acceptance with young generation
§  Heavy machinery manufactring industry
meet and surpass international standards
IDENTIFY GAPS AND DEFINE "
OPPORTUNITY SPACES TO HELP
CASE STUDY:
SPH+SANY
SPH:"
FROM TRADITIONAL MEDICINES TO MODERN PRODUCTS
TRADITIONAL PRODUCTS
MODERN CHINESE MEDICINE 
New Concept Development
SANY:"
FROM LOCAL COMPANY TO INTERNATIONAL BRAND
品牌形象
产品形象
操作感受
企业发展策略需求
品牌建设需求
市场竞争需求
销售需求
使用及维护需求
技术研发需求
生产成本需求
完整体验设计
第⼀一阶段 产品设计
以设计增加产品附加值
混凝土搅拌车
三⼀一重工
混凝土搅拌站
三⼀一重工
场桥
三⼀一重工
车载泵
三⼀一重工
拖泵
三⼀一重工
泵车
三⼀一重工
连采机
三⼀一重工
水平定向钻
三⼀一重工
履带吊
三⼀一重工
第二阶段 整体形象规划
以产品视觉强化三⼀一价值
三⼀一重工
信赖 力量 迅捷
整车覆盖件!
• 设计扩大操作者可视范围。 	
  
• 外形设计稳重大气,可在其他型号机器上
使用。	
  
• 充分考虑后期生产可实现性。	
  
• 注重细节设计,保证外观的完整性和合理
性。	
  
第三阶段 操作体验
以用户体验提高品牌品质
设计表达
s.point 指南设计与三⼀一重工历经8年设计合作,
设计产品超过20款,覆盖四大主力领域。
其中核心部门混凝土机械的拳头产品拖泵及车载泵,
单款产品的销售量从最初每月十几台飞跃至如今
每月上千台,每年营业额增长接近100%,2
010年该部门销售收入达到178亿。
2011年英国《金融时报》全球500强
三⼀一重工以215.84亿美元的市值首次入围
成为中国工程机械行业首家进入世界500强的企业
THANKS
谢谢	
  

More Related Content

Viewers also liked

4 MAZING a wrightwayventure 2014-2015
4 MAZING a wrightwayventure  2014-20154 MAZING a wrightwayventure  2014-2015
4 MAZING a wrightwayventure 2014-2015Darrell Wright
 
Task 1 facebook brief final (4)
Task 1 facebook brief final (4)Task 1 facebook brief final (4)
Task 1 facebook brief final (4)Anneka Shah
 
Child friendlysummaries-090419003610-phpapp01
Child friendlysummaries-090419003610-phpapp01Child friendlysummaries-090419003610-phpapp01
Child friendlysummaries-090419003610-phpapp01Hemant Raghuwanshi
 
Comparative Analysis Of Mutual Funds
Comparative Analysis Of Mutual Funds Comparative Analysis Of Mutual Funds
Comparative Analysis Of Mutual Funds Nikesh Gupta
 
Sw homework #9
Sw homework #9Sw homework #9
Sw homework #9s1200016
 
factore score in reg
factore score in regfactore score in reg
factore score in regghostrider3
 
Choreography: Solo Pictures
Choreography: Solo PicturesChoreography: Solo Pictures
Choreography: Solo Pictureschrissie2012
 
PRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICA
PRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICAPRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICA
PRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICA
Elizabeth Carhuamaca
 
Statistical Tools for the Quality Control Laboratory and Validation Studies
Statistical Tools for the Quality Control Laboratory and Validation StudiesStatistical Tools for the Quality Control Laboratory and Validation Studies
Statistical Tools for the Quality Control Laboratory and Validation Studies
Institute of Validation Technology
 
Wrightwayventure more ns
Wrightwayventure more nsWrightwayventure more ns
Wrightwayventure more ns
Darrell Wright
 
pp lich sử-PP nghien cuu khoa hoc
pp lich sử-PP nghien cuu khoa hocpp lich sử-PP nghien cuu khoa hoc
pp lich sử-PP nghien cuu khoa hocheoiu_9x
 
Instalasi Bluetooth Headseat
Instalasi Bluetooth HeadseatInstalasi Bluetooth Headseat
Instalasi Bluetooth Headseat
Mediatech - PT. Putratama Perkasa Media
 

Viewers also liked (16)

Validation boot camp 4
Validation boot camp 4Validation boot camp 4
Validation boot camp 4
 
4 MAZING a wrightwayventure 2014-2015
4 MAZING a wrightwayventure  2014-20154 MAZING a wrightwayventure  2014-2015
4 MAZING a wrightwayventure 2014-2015
 
Task 1 facebook brief final (4)
Task 1 facebook brief final (4)Task 1 facebook brief final (4)
Task 1 facebook brief final (4)
 
Child friendlysummaries-090419003610-phpapp01
Child friendlysummaries-090419003610-phpapp01Child friendlysummaries-090419003610-phpapp01
Child friendlysummaries-090419003610-phpapp01
 
Comparative Analysis Of Mutual Funds
Comparative Analysis Of Mutual Funds Comparative Analysis Of Mutual Funds
Comparative Analysis Of Mutual Funds
 
Sw homework #9
Sw homework #9Sw homework #9
Sw homework #9
 
factore score in reg
factore score in regfactore score in reg
factore score in reg
 
Choreography: Solo Pictures
Choreography: Solo PicturesChoreography: Solo Pictures
Choreography: Solo Pictures
 
PRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICA
PRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICAPRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICA
PRESENTACIÓN DE COMUNIDAD DE PRÁCTICA PEDAGÓGICA
 
Statistical Tools for the Quality Control Laboratory and Validation Studies
Statistical Tools for the Quality Control Laboratory and Validation StudiesStatistical Tools for the Quality Control Laboratory and Validation Studies
Statistical Tools for the Quality Control Laboratory and Validation Studies
 
Implementing risk management
Implementing risk managementImplementing risk management
Implementing risk management
 
Change control and configuration
Change control and configurationChange control and configuration
Change control and configuration
 
Managing risk in cleaning validation
Managing risk in cleaning validationManaging risk in cleaning validation
Managing risk in cleaning validation
 
Wrightwayventure more ns
Wrightwayventure more nsWrightwayventure more ns
Wrightwayventure more ns
 
pp lich sử-PP nghien cuu khoa hoc
pp lich sử-PP nghien cuu khoa hocpp lich sử-PP nghien cuu khoa hoc
pp lich sử-PP nghien cuu khoa hoc
 
Instalasi Bluetooth Headseat
Instalasi Bluetooth HeadseatInstalasi Bluetooth Headseat
Instalasi Bluetooth Headseat
 

Similar to design strategy_traditional brands

The Past, Present, and Future of Co-Creation
The Past, Present, and Future of Co-CreationThe Past, Present, and Future of Co-Creation
The Past, Present, and Future of Co-Creation
Chaordix
 
Collaboratively Building the Customer Experience Web: The Example of Wikipedia
Collaboratively Building the Customer Experience Web: The Example of WikipediaCollaboratively Building the Customer Experience Web: The Example of Wikipedia
Collaboratively Building the Customer Experience Web: The Example of Wikipedia
Rod King, Ph.D.
 
Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!
SQALab
 
Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups
Bita Shahian
 
A review presentation on customer intimacy and other value disciplines
A review presentation on customer intimacy and other value disciplinesA review presentation on customer intimacy and other value disciplines
A review presentation on customer intimacy and other value disciplinesNetrah Laxminarayanan
 
Aimspire Business Model for Sustainable Growth
Aimspire Business Model for Sustainable GrowthAimspire Business Model for Sustainable Growth
Aimspire Business Model for Sustainable Growth
AimspireWorld
 
Presentation 3 of 4
Presentation 3 of 4 Presentation 3 of 4
Presentation 3 of 4 Brian Hawkins
 
Business Model Generation
Business Model Generation Business Model Generation
Business Model Generation
Alaa Qari
 
Innovation Inc - Survival Kit For Business Innovation
Innovation Inc - Survival Kit For Business InnovationInnovation Inc - Survival Kit For Business Innovation
Innovation Inc - Survival Kit For Business Innovation
Innovate with Q
 
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...
MLD/Mel Lim Design
 
Innovation Incorporated 2018
Innovation Incorporated 2018Innovation Incorporated 2018
Innovation Incorporated 2018
Mike Parsons
 
Express Career & Education Expo 2013
Express Career & Education Expo 2013Express Career & Education Expo 2013
Express Career & Education Expo 2013
MassComm Solutions
 
Strategy 2025
Strategy 2025Strategy 2025
Strategy 2025vinium
 
Business models - Delivering value to your customers, your partners and yours...
Business models - Delivering value to your customers, your partners and yours...Business models - Delivering value to your customers, your partners and yours...
Business models - Delivering value to your customers, your partners and yours...
Startup Pirates
 
The Customer Centric Organisation
The Customer Centric OrganisationThe Customer Centric Organisation
The Customer Centric Organisation
Markus Alsleben, DBA
 
Product Design & Development Process By- Achia Nila
Product Design & Development Process  By- Achia NilaProduct Design & Development Process  By- Achia Nila
Product Design & Development Process By- Achia Nila
Achia Nila
 
Give the People What They Want: An Approach to Thoughtful KM Technology
Give the People What They Want: An Approach to Thoughtful KM TechnologyGive the People What They Want: An Approach to Thoughtful KM Technology
Give the People What They Want: An Approach to Thoughtful KM Technology
Enterprise Knowledge
 
Design Upstream: Advancing Strategic Design Without Going Against the Current
Design Upstream: Advancing Strategic Design Without Going Against the CurrentDesign Upstream: Advancing Strategic Design Without Going Against the Current
Design Upstream: Advancing Strategic Design Without Going Against the Current
Chris Avore
 
Customer obsession - Critical role in building winning products
Customer obsession - Critical role in building winning productsCustomer obsession - Critical role in building winning products
Customer obsession - Critical role in building winning products
Product School
 

Similar to design strategy_traditional brands (20)

The Past, Present, and Future of Co-Creation
The Past, Present, and Future of Co-CreationThe Past, Present, and Future of Co-Creation
The Past, Present, and Future of Co-Creation
 
Collaboratively Building the Customer Experience Web: The Example of Wikipedia
Collaboratively Building the Customer Experience Web: The Example of WikipediaCollaboratively Building the Customer Experience Web: The Example of Wikipedia
Collaboratively Building the Customer Experience Web: The Example of Wikipedia
 
Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!
 
Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups Startup Career Bootcamp: Explore Opportunities at Startups
Startup Career Bootcamp: Explore Opportunities at Startups
 
A review presentation on customer intimacy and other value disciplines
A review presentation on customer intimacy and other value disciplinesA review presentation on customer intimacy and other value disciplines
A review presentation on customer intimacy and other value disciplines
 
Aimspire Business Model for Sustainable Growth
Aimspire Business Model for Sustainable GrowthAimspire Business Model for Sustainable Growth
Aimspire Business Model for Sustainable Growth
 
Presentation 3 of 4
Presentation 3 of 4 Presentation 3 of 4
Presentation 3 of 4
 
Business Model Generation
Business Model Generation Business Model Generation
Business Model Generation
 
Innovation Inc - Survival Kit For Business Innovation
Innovation Inc - Survival Kit For Business InnovationInnovation Inc - Survival Kit For Business Innovation
Innovation Inc - Survival Kit For Business Innovation
 
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...
 
Innovation Incorporated 2018
Innovation Incorporated 2018Innovation Incorporated 2018
Innovation Incorporated 2018
 
Express Career & Education Expo 2013
Express Career & Education Expo 2013Express Career & Education Expo 2013
Express Career & Education Expo 2013
 
Strategy 2025
Strategy 2025Strategy 2025
Strategy 2025
 
Business models - Delivering value to your customers, your partners and yours...
Business models - Delivering value to your customers, your partners and yours...Business models - Delivering value to your customers, your partners and yours...
Business models - Delivering value to your customers, your partners and yours...
 
The Customer Centric Organisation
The Customer Centric OrganisationThe Customer Centric Organisation
The Customer Centric Organisation
 
Team vogue final
Team vogue finalTeam vogue final
Team vogue final
 
Product Design & Development Process By- Achia Nila
Product Design & Development Process  By- Achia NilaProduct Design & Development Process  By- Achia Nila
Product Design & Development Process By- Achia Nila
 
Give the People What They Want: An Approach to Thoughtful KM Technology
Give the People What They Want: An Approach to Thoughtful KM TechnologyGive the People What They Want: An Approach to Thoughtful KM Technology
Give the People What They Want: An Approach to Thoughtful KM Technology
 
Design Upstream: Advancing Strategic Design Without Going Against the Current
Design Upstream: Advancing Strategic Design Without Going Against the CurrentDesign Upstream: Advancing Strategic Design Without Going Against the Current
Design Upstream: Advancing Strategic Design Without Going Against the Current
 
Customer obsession - Critical role in building winning products
Customer obsession - Critical role in building winning productsCustomer obsession - Critical role in building winning products
Customer obsession - Critical role in building winning products
 

design strategy_traditional brands