UKTI strategy for Chinese design market

UK Trade & Investment (UKTI) has published a strategy to help British design consultants enter the Chinese market.

The strategy is intended to be read in the context of UKTI’s overall strategy for the Chinese market and forms part of the Creative Industries Strategy for China which is currently being developed.

The document highlights the fact that the Chinese market offers many opportunities for British designers, but at the same time also provides many challenges. The market is described as ‘complex’ and one that necessitates commitment and a certain level of dedication.

The strategy also claims that Chinese businesses are becoming increasingly aware of the value design can offer to their products and services – however the process of buying design consultancy is undeveloped and nascent.

Some key observations made in the strategy are:

• The growth of the design sector in China sits within a wider pan-Asian phenomenon – the development of heavily-funded, proactive national design policies.
• The concept of the creative industries is important particularly in Beijing and Shanghai.
• Although many British designers have worked with Chinese manufacturers in terms of overseeing production and sourcing manufacturing for Western clients, few are actively consulting directly.
• Chinese companies are keen to start moving up the value chain and benefit from the accompanying higher margins.

He Renke, chairman of the Industrial Design Department at Hunan University is quoted in the strategy, saying: “Our goal is the transition from ‘Made in China’ to ‘Designed in China’.”

The strength of the British design industry is highlighted in the strategy, as is the fact that British designers are used to working with international brands/ customers.

According to the strategy there are distinct opportunities in:

• Design consultancy services in all disciplines for Chinese companies looking to sell direct into overseas markets
• Design consultancy services in some disciplines for Chinese companies looking to westernize local products for local market
• Design education consultancy services – specifically in heritage, tourism and leisure
• Inward Investment opportunities for Chinese businesses to locate European design and marketing offices in UK

As the market continues to evolve it is expected that design management services will increasingly have a role to play in China.

A number of sectors are looked at in more depth: financial services, manufacturing, leisure, heritage & tourism, healthcare, automotive, education and inward investment.

Information is also provided on the support already available to businesses wishing to target the design market in China. UK Trade & Investment together with its partner in China – the China-Britain Business Council – already offer advice and a number of services. These range from initial international trade advice to tailored research, one to one business introductions, a sales lead service and large industry wide research projects.

To request a copy of the strategy please email creative@uktradeinvest.gov.uk  

To find out more about the general services offered by UKTI please contact an advisor.