The document summarizes a webinar discussing opportunities for Finnish industrial designers in China. The webinar included presentations on the Chinese market trends, experiences with Sino-Finnish design cooperation, design's role in Chinese business development, the perspective of a Chinese client, and local design promotion in China. Participants then discussed opportunities for business and cooperation and identified next steps. The goal was to help Finnish designers understand how to enter the Chinese market.

1. BOOST YOUR FUTURE -
Industrial Design in China
8.5.2013
Moderator: Ulrika Björkstam, Finpro ry

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1. Start (5 min)
1
9:00 9:05
2 3
Summary &
Closing remarks
10:50
10:10
Local Discussion
Sharing outcomes
Comments
Q&A
Insight on China and
Finpro (5 min)
Cooperation and
Experiences (15 min)
Design as Strategic
Development Tool
(20 min)
Client Point of View
(15 min)
Local Promotion for
Design (5 min)
2. Signals (65 min) 3. Action (50 min)
Today’s theme &
People
5 min
Helsinki and
Rovaniemi are linked
with
Guangzhou to discuss
about ”Industrial
Design in China”.

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1. Start (5 min)
1 2 3
9:00
2. Signals (65 min) 3. Action (50 min)
Today’s theme &
People
5 min
Helsinki and
Rovaniemi are linked
with
Guangzhou to discuss
about ”Industrial
Design in China”.

4. Background for the Market Opportunity
Regardless of fierce competition there
is currently a window of opportunity for
Finnish design services providers in
China, Taiwan, Korea and Japan.
• Manufacturers China, Taiwan and
Korea are striving to produce
branded products for global markets
• Finnish design professionals have
competences that are still scarce in
Asian markets
• Scandinavian design is highly
valued in Asia
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5. Target of the session
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To find out the
best ways for
Finnish
industrial
designers to
enter the
Chinese market

6. Agenda
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9.00
Opening of the meeting, Kati Uusi-Rauva, Senior Consultant, Finpro Helsinki
9.05
General insight on Chinese market; Jari Seilonen, Head of Trade Center ,Finpro
Guanzhou
9.10
Experiences on design cooperation in China and future opportunities,
Hannu Kähönen, Professor, Guangdon University/Creadesign Oy
9.25
Design as a strategic development tool in Asian markets
Fang Hai, Director, Guangdon University
9.45
10:00
A client point of view: Local client’s need for design professionals
Solid Channel Ltd
Local Promotion for Design
Ms. Trulia, Canton Fair Product Design and Trade Promotion Centre
10.05 Discussion and group work
10.35 Group presentations and wrap-up
11.00 Closing of the event

7. Participants
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Rovaniemi
Oulu
Kajaani
Seinäjoki
Kuopio
Jyväskylä
Joensuu
Mikkeli
TamperePori
LappeenrantaTurku
Helsinki
Vaasa
Lahti
Helsinki
GuangzhouRovaniemi

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Today’s theme
Industrial Design in China

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1
9:05
2 3
3. Action (50 min)2. Signals (65 min)1. Start (5 min)
Insight on China and
Finpro (5 min)
Cooperation and
Experiences (15 min)
Design as Strategic
Development Tool
(20 min)
Client Point of View
(15 min)
Local Promotion for
Design (5 min)

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Jari Seilonen
Head of Trade Center
Finpro Guangzhou
(5 min)
Insight on China and
Finpro

11. BOOST YOUR FUTURE:
Industrial Design Market
Opportunity Session
General insight on Chinese market
Jari Seilonen
Finpro Guangzhou & Hongkong
8.5.2013

12. General insight on Chinese market
• Majority focusing on low
value added manufacturing,
cost control, production
efficiency
• Increasing labor costs,
competition from SEA
– Up in value chain to keep
competitive edge
• In broader scale, China is
moving little by little from
imitation to innovation
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”smiling curve”
China is still
primarily here

13. What does it mean – some general trends
• China Government’s efforts from Made in China to Designed in China
– Investments in design education
• Companies target higher level of automatization, better productivity, etc.
• Need to focus on new skills (own or buying outside)
– Quality, R&D, branding, design
• The consciousness for unique design is increasing in China as a way to
differentiate their products over competitors
• Large chinese companies (e.g. Haier, Midea, Huawei, etc.) have already
been working with western designers for years
– Now also SME manufacturers are coming into the picture
• Products not only global, more and more to chinese domestic market too
– Designed for China
• Generally speaking western designers are still seen more competitive in
terms of quality of industrial design
– Local competition increasing, amount of graduates, skills improving
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14. Background for the Market Opportunity
Regardless of fierce competition there is
currently a window of opportunity for
Finnish design services providers in
China, Taiwan, Korea and Japan.
• Manufacturers China, Taiwan and
Korea are striving to produce branded
products for global markets
• Finnish design professionals have
competences that are still scarce in
Asian markets
• Scandinavian design is highly valued
in Asia
• Timing important
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15. 谢谢！
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Hannu Kähönen
Professor
Guangdong University
(15 min)
Cooperation and
Experiences in China

17. CREADESIGN CO-OPERATION IN GUANGDONG SINCE 08/2011
UPGRADING BY DESIGN

18. GUANGDONG FACTS
104 million inhabitants * (1. in
China)
GDP 838 billion USD* (1. in
China)
Area: 177.9 km2 (Finland
338km2)
http://www.gd.gov.cn/
2 million companies, 500 000 of them
industrial
Propo
rtion
of
Pop…
Propo
rtion
of
Pop…
Propo
rtion
of
Pop…
Proportion % of
population /
Guangdong 2011
39.3
55.0 60.7 63.4 66.2 66.5
1995 2000 2005 2009 2010 2011
Proportion % of Urban
Population / Guangdong
UPGRADING BY DESIGN

19. FINLAND – CHINA DESIGN COOPERATION
UPGRADING BY DESIGN
Export
Finnish, services, products, and
design thinking
Essential: To productize Finnish
design know-how to be
understandable and easy to
implement to local organisations.
Idea: To create Chinese - Finnish
interaction between
universities, companies and
supporting parties by
coordinating, coaching and exhibiting
design and products.
Starting point: Strong trust in Finnish design and its
solutions in official, corporate and academic levels for
creating and supporting sustainable growth and
wellbeing.
Results: Stronger design value and
sustainability of products. Profitable
long term F-C cooperation and export.
Finnish design as a general model for
further industrial design development.

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Design as Strategic
Development Tool in
China
Fang Hai
Director
Guangdong University
(20 min)

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Client Point of View
Mr. Weng (Amrage) Zerui
Designer
Solid Channel Ltd.
(15 min)

23. CERAMICS

24. POLYRESIN

25. LIGHTING

27. FUNITURE

28. Exhibition booth design

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Local Promotion for
Design
Ms. Trulia
Project Manager
Canton Fair Product Design &
Trade Promotion Centre
(5 min)

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1 2 3
Summary &
Closing remarks
10:50
10:10
Local Discussion
Sharing outcomes
Comments
Q&A
2. Signals (65 min) 3. Action (50 min)1. Start (5 min)

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Industrial Design in China
3.Action (50 min)
3
10:50
10:10
Local Ideation
Sharing outcomes
Comments
Q&A
Summary &
Closing remarks
Local Discussion & Ideation (25 min)
- Business opportunities?
- Cooperation possibilities?
Sharing outcomes from Finland
2 x 4 min
Comments from Guangzhou
5 min

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Discussion & Ideation (20 min)
- What caught your attention? What does this mean
to your company / organisation?
- What should be the next steps?
 Share your thoughts in your group.
Local work Industrial Design in China

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2
Local work
Summarize your work locally (5 min)
 2-3 Business & cooperation opportunities
 2-3 action points for next steps
 Prepare to give a short crystallization
(4 mins)
Industrial Design in China

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Share your action points
(2 x 4 min)
Local work
Industrial Design in China

50. Participants
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Rovaniemi
Oulu
Kajaani
Seinäjoki
Kuopio
Jyväskylä
Joensuu
Mikkeli
TamperePori
LappeenrantaTurku
Helsinki
Vaasa
Lahti
Helsinki
GuangzhouRovaniemi

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Comments and answers from
Guangzhou
(5 min)

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Industrial Design in China
3.Action (50 min)
3
10:50
Summary &
Closing remarks
Summary & Next Steps
by Kati Uusi-Rauva

53. Outcome of the session
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Offering and
action plan to be
defined&dicussed
further
in order to help
Finnish industrial
designers to enter
the Chinese market

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Thank you!