Shanzai-Copycat design in China

From the last post i mentioned quality design for the poor and yet Shanzai is such design. The character Shan (mountain)+ Zhai (fortness) implies banditry and lack of state control. There's lots of accuse about Shanzai because it is a copycat design. Shanzai is an open platform for original innovation in variety of products. It alternate the design and adapt the ways that appeal to Chinese customers in terms of price, aesthetics, values and needs. It represents a vast business opportunity in the nation of 1.3 billion people. Shan designs are an opportunity for international companies to introduce Chinese consumers to their brands.

One of the key design principles of Shanzhai is to make the assets of the product stand out. Shanzhai is not about being subtle. Of the population, 80-90% are unsophisticated consumers, they don't understand subtle design or complicated technology. They want to see the value immediately. It is also an idea brands who help the poor by stealing from the rich. "In this Chinese version of Robin Hood, 'right' and 'wrong' are presented in an ambiguous light. In this respect, shanzhai questions legitimacy and authenticity of design and blurs the line between cultural appropriation and outright theft." (Taniguchi, Wu)

Pattern suggested some actions:

1. Leverage the wisdom of common folks. Organize a Chinese version of Dragons Den, or innovation competition, to help grassroots innovation blossom.

2. Use tools for expression. Provide customizing tools that enable people to mark a bit of themselves on their products. Consider the gamut, from stickers of Swarovski crystal on mobile phones to prestige logos.

3. Be bold and explicit about the value proposition of a product. It has to make a clear statement of what consumers have paid money for.

4. Exploit grassroots sentiments. Harness grassroots humor to get closer to Chinese consumers in diverse regions. Such playful sentiments help build relationships with mass consumers.