February 28 (iF design award night 2014), to attend the awards ceremony, all the winners and designers around the world gathered in Munich's BMW Welt. In the scene I felt a sense of strangeness
and loneliness. Because in the case, thousand people gathered, China's voice is really very small.

In the field, there are two things inspired me, one is the short video when award opening. It recording the 49 judges from around the world review 4615 designs process works in Hannover. In Hanover
a huge exhibition hall, neatly stocked with a variety of products, from automobile giant, mechanical devices, to the small products, like pencil, the products are divided into 17 categories, and review by
the judges one by one , really a shocking scenes. When awards ceremony begins, Jury President Mr. Fritz Frenkler (former "frogdesign Asia Design Center Director) said," no matter how large or small
goods product, whether famous or no fame, iF Jury are treated equally. "This short film scene for all participants is exciting, from which we can feel German rigorous and standardized.

Another thing is on the Academy Awards, the organizers made a long side wall, it filled with award-winning design agency and the manufacturer's name. The main function of the wall is for the winners to find the name of his own, and take pictures for remember.. I'm looking for my own design agency name, inadvertently saw Philippe Starck, Yves Behar (fuseproject), and many other design
world star’s names, they let iF design award be more exciting.

The business model of iF is very clear: product design award entry fees required 450 euros, packaging design and communication design award entry fees need 250 euros, in addition, the € 2,600
needed to pay for iF flag authorized to use, award-winning products attend exhibit, printing and publicize. These are clearly informed before the competition. Personally, I do not exclude that legitimate
commercial, seen through this competition also gives me more respect for this event. And more world-renowned design institutions and enterprises participate year after year, not only can be
worldwide recognized through iF Design Award, the use of iF emblem also make products more popular, I think this is the real purpose of design organizations and enterprises to participate it continuously.

Many people have heard of iF design award, but do not know the inside of the segment. Here, I want to focus on iF concept design award (Concept Design Award). This is another major design competition
for school students and graduates, for the tournament iF not only exempted from the registration fee, also set up certain bonuses. The iF product design award is towards to the global design institutions and
manufacturing enterprises, participants in addition to submit design draft, also should send the real mass-produced products. The comment differences also makes gold standard award for iF concept design
award and iF product design award had some differences. But in recent years, I have seen many people doing something deliberately confusing, the iF concept design award was applied to commercial propaganda, exaggerated.

Among 2014 iF design award winners, 75 works were awarded GOLD (Gold Medal), 50 are iF product design award, iF communication design award 20, iF packaging design award 5. This 75 pieces Gold Medals
are the real world industrial designs known as the Oscars. I carefully looked at the scene of each Gold Medal award process, there’s nearly no design agencies from China, only see the Nokia Beijing design center,
while Japan is frequent. Come back, I've been thinking about this problem, why Chinese people’s voice in this area is very small, expect design, I think there still a main reason: the manufacturing process. We need
to do is not only the design, but also must implement designed to all aspects of manufacturing, it may gradually change the situation. Through this year's competition, I get a message, the overall global design trend is
to streamline development, the courage to break through the framework of the original products, innovative is the direction that design has been pursued.