本期活动主讲人：Jan Chipchase

·《财富》杂志 “全球技术界最聪明设计师”
· 青蛙计执行创意总监,前诺基亚东京研究中心首席科学家
·跨国设计调研项目负责人，足迹遍布40多个国家

Jan Chipchase 深度考察并揭示人类行为模式，感知潜在消费者诉求，用自己的独到见解为设计师带来灵感，以自己对流行趋势的敏锐洞察影响商业决策, 被广泛视为设计调研界的权威人物。

Frog design 在北京的活动 针对中国市场 如果有兴趣 就发邮件过来吧  yang.xiaozhen@frogdesign.com

6月25日-为更多人设计

“世界上大部分的设计师把精力集中投入在专门为世界上最富有的那10%的人群而提供的产品和服务。设计急需一场面向剩下的90%的人群的革命。”- 引自国际发展企业组织波拉克博士
在中国，一级城市比如北京和上海的消费占全国总消费的35%，而二级城市和农村地区要么为国际品牌所忽视，要么为本土中国品牌或仿冒品牌所主导。拥有13亿人口的中国对国际品牌而言仍然是具有吸引力的市场机遇，哪怕在全球金融危机的背景下，然而很少有品牌为了这个庞大市场的大多数人而设计产品。同时，中国政府正尝试刺激国内经济并通过增加国内消费以及为中国90%的人群创造新的机会来建立国内需求。
这次讨论将探讨如何在二级城市或者二级以下城市创造市场机遇，并会思考一些关键问题：
1. 对国际品牌而言，在中国一级城市以下的地区有哪些关键的机遇？（医疗保健、教育、交通、能源等）
2. 怎样能最充分的揭示居住在这些地区的人们的独特需求并针对这些需求来设计？
3. 我们可以从在二级城市获得很大成功的中国本土品牌那里学习到什么？
4. 各大公司应该怎样在这些地区开展市场、配送和定价来获得成功？

嘉宾: 辛默，奥美整合行销传播集团 大中华区研究部执行总监
主持人: 段妍玲, Casa Design主编
日期: 2009年6月25日
时间: 2:00pm to 5:00 pm
地点: 北京市朝阳区酒仙桥路4号798艺术区La Suite
敬请赐复至 yang.xiaozhen@frogdesign.com

frog design mind event-Design for the other 90%, June 25

“The majority of the world’s designers focus all their efforts on developing products and services exclusively for the richest 10% of the world’s customers. Nothing less than a revolution in design is needed to reach the other 90%.”
-Dr. Paul Polak, International Development Enterprises.

In China, 1st tier cities like Beijing and Shanghai account for 35% of total consumption, while 2nd tier cities and rural areas are either largely ignored by international brands or dominated by local Chinese or counterfeit brands. With a population of 1.3 billion, China continues to be an attractive market opportunity for international brands, even in the face of the global economic crisis, yet few brands actively design for most of this massive market opportunity. At the same time, the Chinese government is attempting to stimulate the internal economy and build domestic demand by increasing national spending, creating new opportunities to reach China’s 90%

This discussion will explore market opportunities in 2nd tier cities and beyond and consider some key questions:
1. What are the key opportunities (health care, education, transport, energy, etc.) for international brands in China beyond the 1st tier?
2. What are the best ways to uncover and design for the unique needs of people living in these areas?
3. What can we learn from local Chinese brands that have been successful in 2nd tier cities?
4. How can companies leverage marketing, distribution, and pricing for business success in these areas?

Date: June 25, 2009
Time: 2:00 to 5:00 pm
Venue: La Suite, 798 Art District,No.4 Jiuxianqiao Lu, Chaoyang District, Beijing

Guest Speaker:
Kunal Sinha, Executive Director – Discovery
Ogilvy & Mather Greater China, Shanghai

Moderator: Yanling Duan, Chief Editor Casa Design

Please rsvp to yang.xiaozhen@frogdesign.com