Morning Light to light up a better life with temperature at the first World Design Capital Conference WDCC

2022-09-20 17:44 0

/ Daily News/Sep. 20, 2022 Guangzhou -- Design is a key engine driving innovation and the vitality of cities. Shanghai joined UNESCO's "Creative Cities Network" in 2010 and was named "City of Design". From September 15 to 18, 2022, the first World Capital of Design Conference (WDCC) hosted by Shanghai Municipal People's Government with the theme of "Design without Boundaries, Integration and Coexistence" was successfully held in Huangpu Binjiang, aiming to build a world-class design cooperation and exchange event.

In January 2022, Opinions on Building Shanghai into a World-class "Design City" pointed out that Shanghai will light up people's beautiful life with design, focus on people's yearning for a better life, and guide consumption with fashion design. As a national stationery brand with roots in Shanghai, M&G takes "Good stationery with temperature, design brightening a better life" as the theme, and presents a series of innovative design products in this exhibition with three chapters of "M&G of Great Country", "Bright Future" and "International Diversity".

The whole Chenguang booth, like an enlarged pencil case presented in front of the audience, put yourself in it, step by step to watch a full scene, rich and interesting products and immersive scene experience, people can not help but sigh: Chenguang has become different, stationery literary creation can also have such temperature, content!

WDCC

With consumers as the center, M&G launches thousands of products every year based on the insight of consumption pain points behind big data to meet different consumer needs and accompany countless students to grow up. At the exhibition site, M&G brought many innovative design products, such as magnetic levitation neutral pen, Youhold series, K35 20th anniversary gift box, Smile 360 small brush, high density, low decibel and other excellent representatives.

Booth C of Chenguang is a huge magnetic levitation neutral pen device. The unique design of "magnetic levitation" black technology attracts the audience to stop and watch. It is the first to add magnetic buffer device in the pen grip, using the principle of "same pole repel", so as to relieve writing pressure and protect the pen tip, and with this innovative design won the 2021 iF Design Award in Germany.

A M&G magnetic levitation neutral pen represents the sense of science and technology and temperature behind the manufacturing in Shanghai

In addition, M&G Youhold series also attracted a lot of attention on the scene. Through a large amount of research on children who are just learning to write, Chenguang found that they especially need a Zhengzi product to correct their incorrect pen holding posture, and jointly developed and launched the Youshou series with Tongji University, so that children can start from holding a pen to write, that is, to develop correct writing habits. As one of the excellent product representatives of the industry-university-research cooperation of M&G, this series is also very consistent with the concept of "people-oriented, design without boundaries" of this exhibition.

On the other side of the booth, many other "writing artifacts" came into view. Such as the use of 360 degrees silicone soft brush sleeve smile 360 small brush neutral pen, decompression massage anti hand sweat, can be called the students of the brush question examination tool; Three times high density materials used in the automotive field, feel just good high density neutral pen; Adopt exclusive mute design, refuse to press the noise in the examination room of low decibel neutral pen.

In order to solve consumers' pain points, M&G launched a series of writing artifacts to provide personalized solutions

This exhibition, M&G also brought the audience the K-35 20th anniversary of the cool black commemorative edition gift box. In 2002, M&G launched China's first push-type neutral pen K-35. After 20 years of choice by tens of millions of consumers, K-35 has become a popular national pen with a cumulative sales of more than one billion. The whole gift box adopts the international black elements of M&G logo and K-35 classic pen body design, which conveys a timeless minimalist attitude and pays tribute to its best-selling legend of "starting from focus and returning to classic".

To better serve the country's "two-carbon" strategy, Shanghai unveiled three action plans to promote green and low-carbon industries in 2022, according to the 2021 China Sustainable Consumption Report.

As a warm and responsible company in Shanghai, M&G has integrated sustainable development into its DNA since its inception and actively practiced corporate social responsibility. As the first listed company in China's stationery industry to release an ESG report, M&G is committed to becoming an environmentally and socially friendly company and writing a sustainable business future. In the second Expo, M&G joined the Global Sustainable Consumption Initiative as a new member, and made a commitment to lead the sustainable development of the industry and make good stationery with temperature.

In recent years, Chenguang continues to pay attention to the protection of animal diversity, the healthy growth of autistic children and other social topics, inject more new content and sustainable design into traditional stationery, adhere to the sense of temperature to impress consumers.

For example, Chenguang's new "Museum -- Endangered Animals" Marine series, which is exhibited this autumn semester, takes protecting biodiversity and writing the future together as its inspiration and integrates the image of endangered Marine animals into product design, calling for more people to protect the environment. The material and design of this series are also closely related to environmental protection, PROFUTURE guardian future suit, packaging box is made of recycled paper pulp, with good degradability; The plant residue neutral pen is made of cane, wheat, fir and other plant residues. Press the large-capacity neutral pen and ink King, which can reach 3 times the writing length of the ordinary neutral pen, thus reducing unnecessary plastic consumption...

In 2022, M&G's new product "Endangered Animals" ocean series calls on consumers to care about biodiversity and other issues

M&G also brings a public benefit series of products "Morningstar's Children". These colorful works are excellent creative paintings of autistic children, showing children's hot inner emotions. Chenguang has become a public cultural and creative product after secondary packaging design, and hopes to convey this warmth to more people.

In recent years, M&G has cooperated with many famous international IP, such as Casper and Lisa, Miffie, Nautical King, etc., and launched a series of popular cultural products for young consumers. On the scene of the exhibition, M&G, with its French romantic IP" Casper and Lisa ", launched a series of innovative products with high appearance level, "Cute Lime". Inspired by the "Lemon Festival" in the French seaside town of Munton, the fresh yellow and vibrant fruit green burst out in front of our eyes, showing the freshness of summer and the expectation of autumn harvest with the taste of lemon. M&g's high-quality stationery products, Record the sweet and sour world of lime. This series also appeared in the same period of WDCC overseas Paris exhibition, in the center of Paris, Joseph Art Gallery to show different Chinese stationery brand style, to convey the fashion concept of Chinese brand X French design and elegant, romantic attitude of French life art.

At WDCC2022, M&G exhibited its Israeli Design brand "Peleg Design" and its IP cooperation model "Casper and Lisa" cute series

In 2020, M&G announced the acquisition of Israeli design brand "Peleg Design" at the Third CIIE. And set up a global design center Israel studio, with cross-cultural design to further enrich the product line. At the exhibition site, Peleg Design brings a series of creative products, such as the star product Florino figure-shaped vase, which can be concave shape freely and relieve pressure. Integrating classic Israeli elements, the six-mang star neutral pen, with high-density materials, feels just right. These products are innovative, aesthetically designed, highly practical, and meet consumers' demands for exquisite and unique life.

As a national stationery brand growing up in Shanghai, M&G has been deeply engaged in the stationery industry for more than 30 years, insisting on creating the best stationery in China. Currently, M&G has become one of the largest stationery manufacturers in the world, with its products exported to more than 50 countries and regions and its partners all over the world. Over the past decade, M&G has maintained a double-digit growth rate, continuously promoted the development of Shanghai and helped build Shanghai's "four major brands".

In 2021, Chenguang starts the five-year strategic planning for the New Year, emphasizing "consumer as the center" and boosting brand building with digitalization. It has won the title of "China 500 Most Valuable Brands" and "China Brand Annual Award Stationery NO.1" issued by the World Brand Lab, and its brand strength has been recognized internationally. In 2022, we will join the "National Brand Team" together with CCTV's "Great Power Brand". M&g is pioneering a path of innovation in Chinese stationery, completing the magnificent transformation from made in China to created in China, and constantly moving towards world-class.

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Start the "four major brands" and promote the construction of the world design city. In the future, Shanghai will comprehensively promote the economic development of design, the quality of life of citizens and the efficient governance of the city. As one of the representatives of Made-in-Shanghai brands, M&G is honored to participate in the first WDCC, showing the 'Chinese core' technology, user insight and innovative design power behind a small pen, "said Mr. Chen Huxiong, President of M&G." In the future, M&G will continue to focus on consumers, and insist on using warm stationery to light up a beautiful life. From stationery to cultural and creative life, and contribute to the construction of Shanghai's 'four major brands' and world-class' design city '.

Source: Corporate press release
Keywords: Morning light
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