德国红点设计奖关于《中国工业设计之父柳冠中:红点奖是商业机构来骗中国人钱(内附领票攻略及福...

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摘要:厦门国际设计周受德国红点设计奖机构的委托,刊发声明

       2018年4月7日,“人文清华讲坛”的微信公众号刊发了李丹郁撰写的题为《中国工业设计之父柳冠中:红点奖是商业机构来骗中国人钱(内附领票攻略及福利)》的文章。

 

       作为德国红点设计奖在中国多年的合作伙伴,厦门国际设计周受德国红点设计奖机构的委托,刊发声明如下。

 

Björn SteinhoffBjörn Steinhoff


德国红点设计奖官方声明原文

 

Essen/Germany, 12. April 2018

 

Because of Mr. Guanzhong Liu’s criticism, I would like to take this opportunity to

introduce you to the Red Dot Design Award and our way of working.


The success of the Red Dot Design Award is based on a history spanning more than 60 years, dating back to 1955. Since then, the competition has developed to an internationally recognised organisation, in which numerous companies and designers from China participate. That is true. But it is important to emphasise that China and Germany are only two out of a total of 57 nations that have submitted products in 2018 alone and we received 6,300 submissions. But a submission means to any business or designer, regardless of size or provenance, that the products face the toughest design competition in the world. Not more.


Red Dot could only develop itself with success, because we rely on expertise and independence in the evaluation process. That's why every year, we spend an enormous amount of effort and invite internationally recognised experts, who adjudicate, test and evaluate each product live and on site. This year, the jury consisted of 39 experts who use their  knowledge to ensure the high quality level of the competition and thus the significance of the Red Dot label. All jury  are bound by the Code of Honour, which states that they can not take part in the evaluation of a product if they were involved in its production process. 


In addition, no jury member is permitted to be employed by a manufacturing industrial firm. This prevents them from judging their own achievements or the achievements of direct competitors. Bribery or favour are thus excluded. 


This strict procedure is the foundation and backbone of our competition, which designers, design bureaus and companies around the world appreciate. The excellent work of the jury is reflected in the results. Out of 6,300 submissions, only 69 entries received the top award "Red Dot: Best of the Best". That's just 1.1 percent of all entries. In addition, the "Red Dot" label for good design quality was awarded only 1,684 times, while 45 objects won a Honorable Mention. Conversely, this means that 4,502 submissions were not awarded because they did not meet the high evaluation standards of the jury. 


There is no doubt that the market for good design is highly competitive. That an award like Red Dot is so popular in China is related to our long history, and because the Red Dot seal has proven to be asign of outstanding design over a long period of time and because our label highly is visible on packaging, websites or in business communications of international acclaimed companies. 


But the key to this success is the consumer who also knows about the value of the Red Dot label and buys awarded products. Therefore, many companies reward designers for their successful participation in the Red Dot Design Award. They can be sure that they have produced strong goods which will persist on the market. 

 

Since every manufacturing company wants to convince and earn its customers loyalty with good design, they strive for design awards with a serious message. That's why we support design events like the "Xiamen International Design Week" or China Good Design to showcase what makes good design and how it can be relatively valued. This is done in the desire to support the design atmosphere in China and to help China to build abroader communication platform for the industries. Chinese companies should be encouraged by this development to invest in design to compete on the local and international market. Huawei or Lenovo are already very successful all over the world and China will also play a leading role in the electric car market.


But no matter whether Red Dot or China Good Design: no one can force companies and designers to participate in a design competition. The participation is voluntary and we communicate the costs and benefits of the award transparently. That includes information on our jury procedure, our celebrations, the use of the label, PR measures, media services, the Red Dot Museums (Essen/Germany; Marinabay/Singapore; in Autumn 2018 Xiamen/China) and other benefits that we hold ready for the winners.


It should not be forgotten that Red Dot, like any other company, has to assert itself against other design awards. We strive for this with tradition and an internationally established label, a unique judging process, valuable winner benefits and transparency in the structure of the competition. However, we recognise that independent Chinese design awards will develop in a global, free market in the future. Red Dot is not opposed to this development. The decisive factor is and will be which seal of approval for good design has the greatest value for a designer or company.

 

I hope I was able to eliminate questions and doubts about the Red Dot Design Award. If you want to get to know us better, visit our websites or make your own experiences.


Björn Steinhoff 

Head of Communications & Public Relations 

Red Dot GmbH & Co. KG



德国红点设计奖官方声明译文


       德国埃森,2018年4月12日

 

       因柳冠中先生对红点的批评,我想要借此机会介绍红点设计奖以及我们工作的方式。

 

       红点设计奖的历史可追溯到1955年。它的成功正是建立在这超过60年的成长历程之上。自那时以来,红点奖发展成为一个广受国际认可的组织,众多来自中国的公司与设计师参与其中。这的确是事实,但更应强调的是,中国和德国都只是在2018年提交了产品报奖的57个国家之中的两个,而我们总共收到了6300件产品。一件报奖申请,对于任何企业或设计师,不论其大小和出处,都意味着他们的产品将面对世界上最严苛的设计比赛的审核,仅此而已。


       红点只能依靠专业度和评审的独立性,才能成功地发展自己。这就是为什么我们每年都要付出巨大的努力并邀请国际认可的专家来到现场裁定、测试和评估每一件产品。今年的评审团由39位国际专家组成,他们运用专业的知识确保比赛的高品质,进而更显示了红点标签的重要性。所有的评审团成员都受到“名誉准则”的约束,这说明他们不能评选自己参与生产过程的产品。此外,没有任何一位评审受雇于参赛的工业制造企业,这就避免了他们评选自己的或直接竞争对手的成果和作品,也因此不可能存在行贿或偏袒的情况。

 

       这种严格的评选流程是红点奖的基石和支柱,也是全球的设计师、设计机构和设计公司所认同的。评审们出色的工作也能反映在评审结果之中。在今年6300件申请里只有69件作品能获得“红点最佳设计奖”,这一数量仅占总数的1.1%。此外,有1684件作品被授予“红点奖”,45件作品被授予“红点荣誉提名奖”。相反地,这也说明了另外的4502件未获奖作品尚未达到评审的高标准。

 

       无疑的是,好设计的市场是十分具有竞争力的。红点奖之所以在中国如此受欢迎,与红点悠久的历史相关,同时也因为红点的标识长期以来都被证明是杰出设计的符号,在产品包装、网站或是国际知名公司的商业交流中都格外引人注目。

 

       红点获得成功的关键是那些了解红点标签价值并购买获奖产品的消费者。因此,许多公司都会对参加红点奖并获得成功的设计师予以奖励。企业及公司由此确定他们的产品强而有力,可在市场上经久不衰。

 

       正因为每一个制造企业都希望通过好的设计来说服并获得忠实的客户,这些企业都十分严肃地对待参评设计奖项这件事。这就是为什么我们支持像“厦门国际设计周”或“中国好设计”奖这样的活动来展现什么成就了好的设计,怎样使之相应地得到重视。这都是出于希望支持中国的设计氛围,并帮助中国搭建更加广阔的行业交流平台。中国的企业应该受到这种发展的鼓舞,更多地投资于设计,在本土和国际市场上竞争。华为和联想都已在全世界获得了成功,而中国也将在电动汽车的市场中居于领先地位。

 

       但是无论是红点奖还是“中国好设计”奖,没有谁能够强迫企业和设计师来参加一个设计比赛。参赛完全是自愿的。我们也十分透明地公开了参赛所需的费用以及获奖者能获得的收益。这其中包括评审流程、颁奖庆典、标签使用、公关措施、媒体服务、红点博物馆(德国埃森、新加坡滨海湾、2018年秋季在中国厦门)等其他我们为获奖者准备好的权益。

 

        我们不应该忘记,红点也像其他企业一样,必须维护自己。为此,我们力争红点是一个传统和国际化的标识、拥有独一无二评审流程、提供有价值的获奖者权益及透明化的比赛架构。然而,我们认识到独立的中国设计类奖项未来将在一个国际化、自由的市场发展。红点不会站在这个发展趋势的对立面。决定性的因素是,并且将是,哪一个标识对好设计的认可,会对设计师或企业产生最大的价值。

 

       我希望我能够以此消除对红点设计奖的问题及怀疑。如果您想更好地了解红点奖,请访问我们的官网或自己亲身体验。

 

 

Björn Steinhoff

传播及公共关系主管

红点有限责任公司


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