Why Is A Pair Of Nike Shoes Several Times Higher Than Those Of Ordinary Sports Shoes?

　　 Why is "industrial design" given such a high status? Let's go from a pair. shoes Son to understand: Nike A pair of sports shoes should be considered in terms of hydrodynamics, aerodynamics and ergonomics, with dozens of patents. It is not only comfortable, but also helps athletes create good results in sports venues. This is the design. innovate 。 This is why a pair of Nike shoes is several times more expensive than regular sneakers.

Dr. Chen Ning Yang, a famous scientist, once said: "twenty-first Century will be the century of industrial design. A country that does not attach importance to industrial design will be lagging behind."

In addition, industrial design can also bring huge profits to enterprises. According to the statistics from the Industrial Design Association of the United States, the investment in industrial design and development is US $1, and its sales revenue is US $2500. According to the statistics of Hitachi, Japan, the role of industrial design accounts for 51% of the total increase of sales of 100 billion yen, while the role of technological spanformation is only 12%.

For a long time, our country has been in the "world factory" status. How to create a spanformation from China to China will be a major challenge for us. Yesterday, sponsored by the Hangzhou science and Technology Bureau, the opening ceremony of the creative Hangzhou international innovation design camp and the keynote speech on innovative design held jointly by Hangzhou Dianzi University and Hangzhou superstar Polytron Technologies Inc were held in Hangzhou.

At the expert seminars held later, the heads of some enterprises in Hangzhou were asked by Professor Alexander Dessaidi, Professor of product design department of Politecn Milan, and vice professor Albert Sara, on the status of Hangzhou's industrial design and the problems faced by their respective enterprises.

　 Three questions

The secret of industrial design?

Ask one

How to adjust the contradiction between design and production

Designers should be patient and stick to their ideas.

"How to adjust when there is a contradiction between design and production reality?" asked a designer from a high-end ceramic enterprise in Hangzhou. Undoubtedly, sometimes the designer's creative design will be restricted by the production technology and production process. At this time, good design will not be fully expressed.

"Design itself has a media function. In fact, every design needs a forward-looking consideration at the beginning. The problems that may arise after the production, sale and product recovery need to be avoided by design. " Professor Alexander said, "in general, the pursuit of production is stable output and excellent quality, and the pursuit of design is to meet the unique and innovative needs of the market. In the face of the contradiction between them, designers are required to have enough patience and have the courage to stick to their own views. On this basis, we should try to balance the contradictions between them so as to meet the needs of producers and consumers.

Question two

How to balance high-end and low-end products

Enterprises should first think clearly about brand positioning.

"At present, our company is trying to develop high-end products, and the market demand for our low-end products is still very large. We have to invest in manpower and material resources to produce low-end products. How should we adjust the conflict between high-end product development and low-end products?" a designer from Hangzhou Hongyan Electrical Appliance Co. Ltd. has such doubts.

Professor Alexander has divided the company into several types through the price and design elements of the product. The high-end products market with high price and high design content, low price and low design content, and the product market between them are the main representatives. "As an enterprise, we must first understand the brand positioning and then think about how to develop it." Professor Alexander said, "for an enterprise, it is quite difficult to achieve leaping from low-end products to high-end products, while phased development is relatively easy."

"High-end product market often needs different levels of knowledge system to support, and strategic knowledge is essential. At present, most of China's products are in the middle end, and relying on high-end to guide the middle end is a very effective way.

Question three

How to solve the contradiction between research and market

It allows consumers to participate in research.

"Our enterprises have made the necessary market research to design related products. In our view, these products are novel and practical, but the actual market sales situation is not ideal. How should we deal with such a situation?" many enterprises are faced with such problems.

In view of this problem, Professor Alexander believes that, in fact, not only in China, many large international companies have experienced such problems, such as Coca Cola Co has made such a mistake, previous research found that customers need a variety of different tastes of Coca-Cola, but when different flavors of Coca-Cola came out, the sales situation is not ideal.

Professor Alexander analyzed, "the main reason for this situation is the early market research problems. "Many companies use questionnaires to conduct market research, which is sometimes not so accurate. Respondents tend to respond to the respondents' expectations. This will lead to deviations. " At this point, the "user center research method" is a more effective way. We can let consumers participate in the research, carry out related experiments, and get feedback information by observing their actual behavior, so that we can avoid the biased problem of market research.