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Insight Shanghai 2015

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The 8th edition of Insight Shanghai conference & workshop took place at Shanghai International Design Exchange Center on December 2nd and 3rd, 2015.
Organized by Style-Vision Asia and Shanghai JiaoTong University, it gathered 110 participants, a majority of whom were designers and executives of global leading companies, including Invista, Daimler, VW, Toyota, Geely, BMW Designworks, Fotile, Hisense, Midea, ZTE, Lenovo, just to name a few.
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During two days, through lectures and workshop sessions, we explored the new meanings of Home and Family in China transformed by two decades of fast urbanization and intense modernization of values and lifestyles.
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Thanks to a great panel of industry specialists and trend experts from China and overseas, we explored the spatial, aesthetic and emotional dimensions of Home crossing sociology, consumer insights and design practices.
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Ms Genevieve FLAVEN and Agnes KUBIAK, founders of Style-Vision introduced the conference by presenting a comprehensive report defining and illustrating 4 major global trends related to Home Feeling.
HIGHLIGHTS GLOBAL MARKETS
● Mobility and flat design
The growing importance of flat design to respond to an always growing consumer need of accessibility, speed and convenience.
● New Privacy
A renewed vision of privacy at home, at work or in public is gaining momentum to restore personal balance and selective relationships.
● Shifting luxury preferences
Luxury brands have to stay tuned with the shifting preferences of millennial luxury consumers from traditional prestige products to innovation driven goods.
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HIGHLIGHTS CHINA MARKET
● Demographics: Second child and seniors
Mr John Fu from Jiatong University particularly emphasized on two demographic changes that will impact family lifestyles in China: the possibility to have a second child and the emerging first generation of wealthy mature consumers. Ageing Chinese population is a social change that Mr. Yingjun Yan from the Architecture firm Nattoku coined as well and influenced the development of new housing concepts. Following the same trend, the designer and professor Mr. Jian Zhang from Guangzhou Academy of Fine Art showed a wide range of caring products created by himself and his students for the older generation.
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● Values: The shock of modernity
China evolving demographics profile and the radical changes in values between generations pressure all companies operating in China today. Ms Marie Duval from June Marketing Asia provided in-depth analysis of the perception of modernity based on many qualitative interviews of the Chinese millennials (25-35 years old). They are looking for convergence between contradictory values: individualism and collectivism, optimism and prudence, exploration of possibilities and Chinese pride. Hence the concept of Chinese modernity is still in progress but one thing seems certain: modern China won’t be a westernized China.
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● Brand territory: The necessity to update the mix
Facing the challenge of fast moving generations and lifestyles in China, Ms. Emily Xiao from Luolai, a major home textile manufacturer and retailer (turnover: 2.3 billion RMB), unveiled how her company drastically updated the vision of their actual consumers, extended their product offering to more affordable lifestyle products and adapted their retail concept to restore growth capacity and margins.
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● Retail: Experiences
Ms Margaux Lhermitte, of NE-ON design agency showcased how brands can create off line connections with consumers while ecommerce is becoming a reflex for 380 million online shoppers in China. She presented many business cases including Homes up, a home decoration brand that developed off line retail stores in addition to its on line business. The design of the stores is driven by 3 principles “relaxing”, “sharing” and “learning” turning an online consumer base into a ‘real’ community hub.
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● Work space: Changing work habits
Mr Ambroise d’Hauteville from Steelcase Asia Pacific explained how the work destinations today is no longer the office but as well third places, transportation means and home. As a result, the work environment is changing to reflect the increasing fragmentation of the work life.
● Colors: Views of colors
Finally, three color managers presented their color inspiration for the year 2016: Ms. Amy Li, from AkzoNobel, Mr. Wei Xue from PPG and Ms. Jianjian Wu from Sabic respectively applicable for interiors design, automotive paintings and plastics.
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KEY FINDINGS > WORKSHOP
The second day, participants split in four team and imagined new concepts of space based on trends. Four concepts were developed, describing the profiles of the consumers, the objects and space lay outs as well as the color ambiance.
1. A self-driving car for busy city dwellers to let them play games, shop on line, practice yoga or make up while commuting. 2. An adaptable private space to reconnect with oneself while waiting medical treatments. 3. A bed room for a new born second child, adapted to create a new harmony between the family member and a dog. 4. A shared apartment for young professionals coming to town combining active and quiet activities.
The presentations and discussions that followed underlined the importance of the assumptions on which designers base their concepts.
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SEE YOU AT INSIGHT SHANGHAI 2016!
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Nov 21, 2015

Insight Shanghai 2015

The 8th edition of Insight Shanghai conference & workshop took place at Shanghai International Design Exchange Center on December 2nd and 3rd, 2015. Organized by Style-Vision Asia and Shanghai JiaoTong ... Read More

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