Best Of British Gear Up For China Car Show

Western Firms Need To Heed China Potential

Updated: 8:33am UK, Tuesday 14 January 2014

By Roland Boal, Designer, Priestmangoode

Western companies need to pay a lot more attention to what is happening in China and Britain's presence here is more limited than it could be.

There is a lot more potential here than is being tapped because Britain's creative industries are extremely well regarded in China.

There is a hunger for new and exciting things. China is moving really fast and moving forward.

There is a certain sense of excitement among people and I think they want products that reflect that; whether it is a train or a plane.

If it is a high-speed train, then make it look really fast.

For us, that is liberating, it is nice to be able to let your imagination run more freely.

In terms of design work, there is no sense of "that will be too difficult to make" or "that will be uneconomical to make" - within reason.

Quality control can sometimes be an issue, but like with any manufacturing facility anywhere in the world, as long as it is subject to the right level of on-going scrutiny and support I do not think that should be a problem.

Apple's products are an obvious example of beautifully-made things that are made here in China.

I get very upset when I hear things like "of course it broke, it was made in China" or "I don't buy that company's products because they're made in China", I think there is such an out-of-date attitude towards the capability of manufacturing in China.

I think we really do need to re-evaluate how we perceive manufacturing in China.

Yes, you can get low-quality products but manufacturing is, by definition, a supply activity so they are not creating the demand for low-quality low-cost electronics, they are fulfilling our demand for the instant gratification of, say, a $300 television.

Undeniably, there are examples of unscrupulous manufacturers ripping off products and knowing exactly what they are doing, but I think those are the exceptions rather than the rule.

I think we get a little bit obsessed by the idea of fake products in China and blatant rip-offs.

But nobody who could afford the original, particularly in China, would be seen dead with it.

I have come across no examples of dishonesty or seen anybody behave poorly. I think China recognises the importance, particularly internationally, of addressing this negative stigma attached to corruption.

There are plenty of markets yet to be exploited in China. We are looking at an explosion in the popularity of private jets and helicopters.

At the moment I think there are fewer than 500 private aircraft in all of China because you were not really allowed to fly them.

Now that you are, people will buy them and they will buy a combination of Chinese products and internationally-designed helicopters.

China is such a huge country, they have an enormous amount of experience manufacturing products for domestic consumption, it seems to have taken them a little while to start looking internationally.

As they do so, they are looking for products designed for international consumption.

So as Chinese airframe manufacturers are selling more products in Africa and South America, if those have been made in China, great, and designed in Britain, also great. Everyone wins.

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