Ruide design Li Qi: with a new symbolic language, interpret the power of the Chaoku brand

A good product can meet all the possibilities of the emerging consumers of the future and set the benchmark.

From October 19 to 21, 2021, Guochao Industry New Media Guanchao New Consumption, together with Zhejiang Time-honored Enterprise Association, Beijing Time-honored Association and Beijing Centennial Ruixiang Cultural Development Co., Ltd., held the "National Tide Rise , All Things Are Born - 2021 National Tide New Consumption Conference" in Hangzhou. It aims to explore how to build a Chinese consumer industry ecosystem under the background of the strong rise of the national tide, re-examine the power of "Chinese brand", help the birth, growth and out of the circle of thousands of brands, lead the trend of the national tide, and promote the rise of the national brand.

At the meeting, Li Qi, founder of Ruide Design and vice president of China Industrial Design Association, made a wonderful sharing with the theme of "Super Design, Chaoku New Business", he believes that establishing a strong resonance relationship with users is a brand, is an advanced symbolic language, innovation to change the world, through touch, insight, create resonance with users.

The following is a transcript of the speech, compiled by "New Consumption of Guan Tide" (ID: TideSight):

Hello everyone, today's sharing with you is "Super Design, Cool New Business". I would like to share with you about the elements of design.

In today's big business environment, how design plays a framing role in business, how these innovations play a role, I think there is a very important keyword, that is, the user. This breeds endless opportunities and soil for long-term survival.

What is the relationship between users and brands? Brand and user are within easy reach, and the entire design is driven by strategic elements in business success. An important factor in design is the approach to innovation. When you find a good concept, how do you get it to the ground? The key is to truly sort out the direction of design and the strategic logical structure of the investment in innovative design. Design is not just a tool, it's a special ability.

The second element is advanced, what is this high-level language? It is a commercial magic flute that resonates with users.

For example, in my time, Philips was a very high-end brand, and now, high-end brands represented by Dyson have interpreted the new "high-end". This is not a simple innovation, but to establish a strong resonance with users, is a brand, an advanced symbolic language, innovation needs to change the world, through reach, insight, to create resonance with users.

The third point of the innovation element is the imprint, we do all the innovation, to form a brand-like relationship with the user, for example, three and a half tons created a lot of standards, it began a large number of joint names, thus impressing people. This proves that imprints can be remembered.

The fourth element is subdivision, the washing machine that washes underwear, the small electric fan hanging from the neck and other small, personalized "personal" small appliances are increasing, which means that today's lifestyle is changing a lot. For example, in 2019, a new category of beauty refrigerators was created in the world, which was created due to the increasing content of cosmetic active ingredients, so a new category of beauty appliances was created. Today, we are targeting market segments, have new opportunities, and have gained strong empathy with users.

The fifth element is the flow of its own, and the spread of the topic can define the future. Today, a lot of traffic comes from various platforms, under the traffic economy, we give product emotion and storytelling, thereby creating consumers' memories of products and forming strong resonance, which is also the stage that entrepreneurs need to reach.

The rise of domestic brands such as Huaxizi and Chayan Yueshi, which is not driving commercial attacks with a strategic-level architecture, which is not forming user resonance, which is not forming a strong traffic and imprint?

Whether the product is timeless or short-lived, this is the relationship between Internet celebrities and long-term popularity, and beauty is the golden stone that makes business simpler. Many times we don't have time to look at whether the product has a sense of premium.

What is design? Design is for the future. What is a user? The user is the definition. Users, needs, scenes, and designs are our definition of the future and the most important content in the entire design chain.

It is precisely because design believes in the future, defines the future, and architectures the future, so that the risk becomes controllable and the distance between success is closer, which is the cool energy brought by the super designer to the brand.

Design is our lifelong pursuit, I hope this sharing to bring you resonance and recognition, in the next double eleven sales process has more surprises to find, thank you!