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设计大会Adrien NAZEZ 深圳澳门创意周设计演讲:复制+粘贴+改进

2019-01-30  1971

Is copying REALLY a BAD thing?

复制真的是一件坏事吗?

During the 2018 ShenZhen Macao Creative Design Week. Adrien NAZEZ,

managing partner a Blank Group, was invited to share his vision about the

current Chinese "Copy Pasting + 1» process in Shenzhen and Macao in front of professionals, students and entrepreneurs.

在2018年深圳澳门创意设计周期间,Adrien NAZEZ 受邀与业内人士,学生和企业家在深圳,澳门一起分享了他当前中国“复制粘贴+1”流程的看法。

First of all what is "Shanzhaiism"?

首先什么是“山寨主义“?

in 2007, made in China was being criticized. Impossible to consider Design in

china seriously: mostly about copycatting, 山寨 (ShanZhai: In 2010, the Financial Times has estimated that Shanzhai phones were accounted for about 20 per cent of the global 2G mobile phone market). This market was an affordable way to get branded products. Factories have kept a creativity to imagine new

products with no related brands: For example, during Barack Obama’s 2008 U.S. presidential election campaign, "shanzhai" mobile phone companies have started selling "Obama" mobile phones in Kenya, with the slogan "yes we can ». The Funny thing is by continuously adding features, those factories became

inspiration for startups , entrepreneurs and innovation especially in south of China.

中国制造在2007年受到了批评。使得大众不可能严肃认真地考虑中国设计:主要是关于山寨的复制品(山寨:2010年,英国“金融时报”预估山寨手机占有全球2G手机市场的20%左右)。这个市场是一种获得品牌产品经济实惠的方式。很多工厂一直保持了一种想像出无品牌新产品的创造力:例如,在巴拉克奥巴马2008年美国总统大选期间,“山寨”手机公司已经开始在肯尼亚销售“奥巴马”手机,口号是“是的,我们可以”。有趣的是通过不断增加功能,这些工厂成为初创公司,企业家和创新的灵感,尤其是在中国的南部。

Recently we observed few impacting examples of "Copy Pasting + 1»

最近我们观察到几个影响 “复制粘贴+ 1” 的例子:

01: Combining features is an efficient way to bring fast innovation. «Inspired» by WhatsApp and other communication tools, In 2011 Tencent has launched a

communication tool for Chinese consumers. Year after year Tencent has added similar features as facebook (moments), PayPal (payment, hongbaos) and Tinder (look around). Today WeChat is one of the most advanced social platform « inspiring » back David Marcus, VP of ... Facebook Messenger.

结合功能是一种实现快速创新的有效方式。受到WhatsApp和其他通讯工具“启发”,2011年,腾讯为中国消费者推出了一款通讯工具。年复一年,腾讯增加了类似于脸书的(朋友圈),PayPal(支付,红包)和Tinder(附近的人)的功能。受到脸书Messenger 副总裁David Marcus的启发,今天微信已经成为了最先进的社交平台之一。

02: Customer to Business: Innovation is Not only for products, but also business.

Xiaomi Corporation has launched its first phone in 2011. Step by step the company has moved to an open platform including divers ecosystems such IOT, transportation, home appliances and low tech lifestyle products. Nowadays this platform has curated about 200 brands providing quality at an affordable price (like Shanzhai 10 years ago?) AND incorporating customers into their ecosystems: crowd-source customer feedback and new product ideas. It facilitates and accelerates idea generation and product development cycles, while at the same time increasing alignment with

consumer needs.

客户对企业:创新不仅适用于产品,也适用于商业。小米在2011年推出了第一款手机。公司已逐步转向开放平台,包括物联网,交通运输,家用电器和低科技生活方式产品等潜水生态系统。如今这个平台已经策划了大约物廉价美的200个品牌,(例如10年前的山寨?),并将客户纳入了他们的生态系统:众包客户反馈与新的产品创意。它促进并加速了创意的产生与产品开发周期,同时增加了与消费者需求的一致性。

03: West vs China: Looking at XIAOMI Corporation, “Xiao” is a part to the

Buddhist concept that "a single grain of rice of a Buddhist is as great as a

mountain.”  While Steve Jobs was trying to “change everything again and again”, Lei Jun (founder of Xiaomi) is working on « little things instead of striving for perfection ». Even if the experience is not ideal, Chinese brands basically prefer launching product. An healthy approach for fast moving forward.

西方 VS 中国:看看小米公司,“小”是佛教概念的一部分,“佛教的一粒米就像一座大山一样伟大”。正当Steve Jobs“一次又一次地改变所有的事情”之时, 雷军(小米的创始人)正致力于“小事而不是追求完美”。即使经验不理想,中国品牌也更倾向于推出产品,这种快速前进的健康方法。

中国品牌正在经历和我12年前经历类似的复杂阶段,我绝对相信中国的品牌会引领和主导国际市场。品牌需要有经验的专业人士来引导,同时必须要愿意接受和做出适当的改变。中国对新科技强大的需求催化出很多类别的品牌对创新的要求。举个例子华为,他们在国际舞台非常的活跃,产品类别非常宽泛,这也促进了国内经济和市场增长。 我相信中国的品牌不是只是在寻求获得很多的国际用户,他们用创新和品牌价值改变了国际消费者的观点。

"成功的中国式创新是一种渐进的混合搭配方法 "

So what makes then a good copy?

那么什么是一个好的副本?

Few steps define our formula of Transformation

几个步骤定义了我们的转换公式:

Our « +1» Principle is about:

- 01: Copying: « stealing from many » (brands, technology, positioning)

- 02: Pasting the right amount to honour the inspiration.

- 03: Improving by transforming and combining the right features.

我们的«+1»原则是关于:

-  01:复制:«偷窃很多»(品牌,技术,定位)

-  02:粘贴适当的数量来纪念灵感。

-  03:通过转换与组合正确的功能来改进。




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