"When we talk about Guangzhou Design Week, what exactly are we talking about?
Is it a general home furnishing brand expo that selects materials? Or the annual designer social party? Or is it a resource integration platform for the entire upstream and downstream chains of the design industry? How is Guangzhou Design Week different from other industry exhibitions? ”
In the previous article, we discussed in depth what kind of brands are suitable to participate in Guangzhou Design Week from the four major sections: leading brands, featured brands, design companies, and cultural and creative institutions. Go into in-depth discussion. However, as a design-driven brand incubator, participating in Guangzhou Design Week is only the first step in establishing cooperation links.
Designer channel marketing and design-driven brand development are not just about participating in exhibitions. We will further elaborate on more cooperation methods between pan-home brands and Guangzhou Design Week in this article. To put it in outline: The cooperation model between pan-home brands and Guangzhou Design Week is divided into four levels - exhibition, sponsorship, customization and consultation, which respectively correspond to the initial stage, expansion stage, systemization stage and brand development stage.
◎ 2021 Guangzhou Design Week exhibition site
PART 01
Exhibition/advertisement/award submission
Initial stage cooperation model
The first recognition of Guangzhou Design Week is the annual design exhibition, so "participating in the exhibition" becomes the first step for brands to link to Guangzhou Design Week. In addition to participating in exhibitions, brands can also conduct advertising promotion and award awards during Guangzhou Design Week.
Advertising promotion often covers a variety of online and offline forms, including self-media columns, exhibition catalogues, visitor guides, on-site advertising, etc. Under the official promotion of Guangzhou Design Week, good brands can enjoy more presentation opportunities, and in design Build a deeper brand awareness in the minds of the brand.
◎ Past exhibition on-site advertising samples
◎ Past exhibition on-site advertising samples
For the general home brand award application service, Guangzhou Design Week provides the following important honors: Red Cotton Design Award·Product Design Award, Trendy Design Award·Trendy Product of the Year, Guangzhou Design Weekly recommended brands.
Products are the medium that connects a better life with consumers. The Red Cotton Design Award·Product Design Award’s entries cover 3C digital, furniture, bathroom, office facilities, kitchen supplies, lighting fixtures, hardware, home appliances and other fields related to pan-home furnishings. The awards identify good Chinese products for consumers in the current era from aspects such as design concept, functional aesthetics, user experience, sustainability, and environmental friendliness.
◎ Red Cotton Design Award·2022 Product Design Award
◎ 2022 Red Cotton Design Award Jury Committee
Trendy Design Award· Trendy Product of the Year is a special selection of product design works with a trendy attitude, aiming to explore new species of trendy life and focus on new ways of trendy life.
◎ Trendy Design Award-2022 Trendy Product Award
◎ 2022 Fashion Design Award Jury
Guangzhou Design Week Recommended Brands is a comprehensive observation and promotion plan launched by Guangzhou Design Week every year for nearly a thousand participating brands. It is based on brand quality, channel credibility, corporate strategy, technology, design capabilities, etc. The annual observation launched by the development indicators hopes to provide a recommendation reference for designers to select materials, dealers to select products and consumers to make choices.
PART 02
Sub-project sponsorship
Tuowei stage cooperation model
Transitioning from the primary stage to the expansion stage, in addition to participating in exhibitions and applying for awards, brands can rely on high-quality resources upstream and downstream of the design industry chain such as domestic and foreign designers and media from Guangzhou Design Week. , using the rich sub-projects of Guangzhou Design Week as a tool to expand designer marketing channels, deeply link precise target designer groups, and empower brand upgrades and transformation.
Sub-project sponsorship here includes: super curation, forums, awards, and study tours. Whether it is a year-round project road show or an annual ceremony at the end of the year, brands can establish links with the designer group more directly and create brand effects. In addition, in addition to providing business sponsorship services, Guangzhou Design Week can also customize exclusive topic research planning for brands and conduct various forms of course cooperation.
- Super Curation Project -
- Forum projects -
- Award projects -
- Study tour projects -
◎ The above is part of the curation of content and will be continuously updated
With the help of Guangzhou Design Week’s online media traffic of 10 million+ and offline audience interaction of over 400,000+, as well as collaborative operation and cooperation projects through channels such as the Global Cooperation City Operation Branch (GIA), it helps pan-home furnishing brands reach high-end consumers Channels amplify brand value, use project quotas as marketing tools to link high-quality dealers, and achieve sales conversion.
◎ Previous Extreme Material Art × Golden Silk Yuma Super Material Workshop Study Tour
◎ Past study tours of the Ultimate Materials and Art Study Program
◎ China New Real Estate Design Conference·2021 Villa Designer Selection×OEZER Event Site
◎ Red Cotton Design Award-The most beautiful fashion series national launch event site
PART 03
IP project customization
Systematic stage cooperation model
From the expansion stage to the systematic stage, the cooperation link between pan-home brands and Guangzhou Design Week has become deeper. It is no longer just sub-project sponsorship, but based on the brand's own tonality and positioning, planning of designer channel marketing IP events, that is, new IP project customization, the brand and Guangzhou Design Week have officially formed a deep binding relationship of strategic partners!
Customized IP projects and cooperative brands have a symbiotic and mutually beneficial relationship. The original intention of the project is also integrated with the values that the brand is trying to convey, which makes the brand in Designer channels effectively enhance influence and reputation, and make brands more differentiated and more recognizable in the same market.
At the same time, Guangzhou Design Week can also use this new IP project to generate new design expressions, link new industrial resources, and explore new operating models. Innovation has always been the brand gene of Guangzhou Design Week.
◎ 2018 Tribute to Chinese Design Over the Years Launch Ceremony
The "Salute to Chinese Design Over the Years" large-scale series of recording activities was launched in 2018 by Guangzhou Design Week and the leading high-end home furnishing brand Muli Muwai.It has become one of the highest-level annual inventory honors for Chinese designers.
◎ Pay tribute to the 2018-2021 annual leaders of the "Chinese Design Leaders List" of Chinese design over the years
Oriental culture, international fashion, and high-end art are all the brand genes of Muli Muwai. "Salute to Chinese Design Over the Years" establishes the brand attitude of "paying tribute to Chinese design inside and outside", and pays tribute to Chinese design in a three-dimensional review in the form of a list, a gift, a talk, an issue, a piece, a glance, and a banquet. Over the years, we pay tribute to the golden age of Chinese design shaped by our design predecessors.
◎ 2018-2021 Tribute to Chinese Design Awards Dinner over the Years
"China Design Star" was launched in 2015 by Guangzhou Design Week and Xinzhongyuan Ceramics, known as the "World Ceramics Aircraft Carrier". The design competition is open to young designers under the age of 36 across the country, covering five major sections: Star Campaign, Star Academy, Star Venture Capital, Star Media, and Star Charity, building a comprehensive ecosystem to help young designers grow.
◎ China Design Star (2015-2016) National General Election Site
Xinzhongyuan Ceramics was founded in 1984. In 2017, the brand was refreshed and upgraded. Adhering to the concept of "designing innovative life", it provides young consumers with fashionable and novel ceramic products. "China Design Star" has helped Xinzhongyuan establish the brand posture of "Xinzhongyuan, redefine Chinese design" in the designer circle.
Past China Design Star National Campaign Lectures, Creative Source Tours, Study Tours, Content Curation, and Star Alumni Reunion Events
"40 UNDER 40 Outstanding Youth in Chinese Design" was launched by Guangzhou Design Week and Eagle Ceramics in 2016. It focuses on discovering and commending design backbones under the age of 40 in the Chinese design industry, and creating the number one young design leader in China. List. The awards have experienced systematic development from "Honorary List" to "Growing Community" and now cover 40+ provinces and regions and 100+ cities across the country.
◎ Previous 40 UNDER 40 China Outstanding Youth Design Events
Eagle Ceramics was founded in 1974 and is positioned as a national brand. Over the years, it has adhered to the spirit of craftsmanship and international standards, becoming the first Chinese brand to go overseas. "40 UNDER 40 Outstanding Youth in Chinese Design" has created the Eagle brand image of "Eagle Ceramics, helping the growth of China's golden generation of design".
◎ Previous 40 UNDER 40 Outstanding Youth in Chinese Design Award Dinner Scene
"IAF Architecture Festival" is jointly launched by Guangzhou Design Week and Hilo CIVRO in 2020. As an international competition focusing on the dream realization and rebirth of "unbuilt" design works, the "IAF Frontier Architecture Festival" has set off a wave of avant-garde ideas about "unbuilt" by discovering outstanding "unbuilt" avant-garde architectural design solutions.
◎ 2020IAF Front Architecture Festival Launching Ceremony
As a provider of building facade system solutions and a leading global brand of high-quality building facade system solutions, CIVRO adheres to the values of "born for architecture, for design". Through the "IAF Architecture Festival", CIVRO has achieved close interaction with outstanding architects at home and abroad to jointly create a better future for architecture!
◎ 2020-2021IAF Front Architecture Festival event site
Leading is a design attitude and a design belief! "IDD World's Leading Design Dialogue" is an international design exchange program jointly launched by Guangzhou Design Week and United RARA System Custom Home to dialogue with world design leaders. It is constructed through three major content sections: dialogue with masters, discovery of new voices, and selection of masterpieces. The annual operation system promotes dialogue, exchange and development between the world's leading designs and Chinese designs.
◎ 2022IDD World Leading Design Dialogue Launch Ceremony
RARA, as the leading brand of domestic system-customized home furnishings, has made a new definition of system-customized home furnishings in 2021 and is committed to "building an internationally leading system-customized home furnishing brand". Adhering to the mission of "serving high-end quality life with world-leading design", RARA relies on the "IDD World-leading Design Dialogue" to accelerate the integration and exchange with leading domestic and foreign design ideas.
◎ Past IDD world-leading design dialogue event site
In 2022, Guangzhou Design Week will join hands with Tucson High-end Haute Couture, the consulates general of more than 20 countries around the world in Guangzhou, and many professional organizations that focus on sustainable development to jointly launch the "Sustainable Development Design Practice Plan" to Different forms of content sections such as design curation, design competitions, theme summits, and workshops build an annual operation system.
◎ 2022 Sustainable Development Design Practice Plan Release Ceremony
Founded in 2008, Tucson, as a leader in the high-end home furnishing industry, has always taken "achieving people's yearning for a better home life" as its mission. The "Sustainable Development Design Practice Plan" will help Tucson become China's first high-end home furnishing brand to achieve carbon neutrality as soon as possible. In this way, Tucson's brand image of "carbon neutrality in the home space" has been improved, and the public's original awareness of the Tucson brand has been refreshed.
◎ "Endless Forest" 2022 Sustainable Development Design Award·Hangzhou Forum Site
In addition to the above six highly representative customized IP projects, Guangzhou Design Week has planned more such unique sub-projects in the past two years: such as the "GRP Sino-Italian International Design Gold Finger Award", which combines Guangzhou Design Week with Italian design for many years. The interactive cooperation is combined with NACOOC's "Italian heritage" brand core; such as the "LHDA International Luxury Home Design Award", which combines the "Redefine Luxury" ideological movement launched by Guangzhou Design Week in 2012 with the ultimate in Guozhen manufacturing Combining the brand concepts of ingenuity and mansion heritage; for example, the "iS Global Intelligent Space Design Award" combines Guangzhou Design Week's determination to explore smart home design with Moorgen's brand image of "Morgan Smart, Master Design" ……
◎ 2021GRP Sino-Italian International Design Golden Finger Award Ceremony
◎2022LHDA International Luxury Home Design Award Launching Ceremony
◎Past iS Global Intelligent Space Design Award event site
PART 04
Brand consulting services
Brand development stage cooperation model
After IP project customization, the brand and Guangzhou Design Week have realized project co-construction and shared values. This is not the end of the cooperation. Providing pan-home brand consulting services is the only way for Guangzhou Design Week to achieve "design-driven industrial upgrading and industrial achievements." The final chapter of life.
Based on more than 10 years of tracking research and analysis of 1,000+ pan-home furnishing cooperative brands, Guangzhou Design Week concluded that enterprises have an increasingly strong desire for brand presentation, and for brand establishment Basic logic is indeed generally missing. Therefore, after in-depth demonstration and long-term investigation, Guangzhou Design Week united Jujiao Cultural and Creative, which has rich practical experience in the field of brand aesthetics, as well as brand aesthetics, space aesthetics, product aesthetics, art aesthetics, image aesthetics, life aesthetics and other brand upgrades required for brand upgrade. Aesthetic service organizations jointly build a "super brand studio".
◎ On May 25 this year, at the 2022 Guangzhou Design Week strategy release and exhibition upgrade ventilation meeting, Super Brand Studio was officially released!
Super Brand Studio specializes in providing brand aesthetic strategic positioning, brand aesthetic curation and design, and brand aesthetic gift customization services for pan-home furnishing brands, starting from market research, brand diagnosis, brand positioning, and summary of brand core values.From the excavation, to the formulation of brand introduction, brand visual identity system, and brand promotion strategy, the complete integration of design and aesthetics empowers the brand.
Among them, in the "Brand Aesthetic Gift Customization" section, we have launched the "Yunqi Tea x Brand Customization Cooperation" service, customizing exclusive tea gifts based on the company's brand culture, and empowering brand upgrades through design and aesthetics.
◎ Yunqi tea bottle design
◎ Guangzhou Design Week × Zhepin jointly launched the product "Yunqi Tea"
The consulting services provided by Super Brand Studio can provide more in-depth and high-quality brand value services for pan-home brands that are currently undergoing transformation and upgrading, and help companies deeply explore and utilize them under clear strategic guidance. Guangzhou Design Week resources also help international brands tell Chinese stories well and deeply explore the Chinese market.
From pan-home brand exhibitions to awards, forums, study tours, super curation, and then to super brand studios, Guangzhou Design Week relies on more and more platform forms to effectively link pan-home brands and designers. group. Among them, good materials and products stand out and are favored by countless designers, and good brands have also gained greater popularity and reputation.
Guangzhou Design Week and pan-home furnishing brands are a mutually beneficial partnership, and together they have witnessed the prosperous development of China's pan-home furnishing manufacturing industry and the way for brands to go overseas. In the current era where more and more emphasis is placed on offline immersive experience and the expression of brand values, we should all not be constrained by tradition and boldly innovate!
2022 Guangzhou Design Week will be held in Pazhou, Guangzhou from December 9th to 12th. The three halls will be linked, with a 4-day exhibition period and an exhibition scale of 180,000 square meters. It will bring together 20+ countries’ general design products and 200+ urban design industries across the country. Crowds, 1,000+ pan-home furnishing brand companies, 40+ super curation projects, 150+ concurrent forum activities, 45W+ estimated visitors, we will meet you with "love"!
Please scan the QR code for exhibition consultation/business cooperation
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