group2: shanghai street activity
DESCRIPTION
Journal of Findings - June 2011 1-day Shanghai Street Activity Shanghai, ChinaTRANSCRIPT
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• Rhatsarun Tanapaisankit 5302044085 • Bullaporn Nanthapatpi8aya 5202044029 • Pabhassaporn Su>prasit 5202044110 • Voravit SaB8awornchai 5202044243 • Ajaree Pornmukdamanee 5202044011
Recorded by… G#2
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50 Moganshan, Shanghai’s Art District
Less than 10 years old, 50 Moganshan Road, or M50 as it’s oOen referred to, is nothing if not modern. An old warehouse district from the 1930s, the buildings at 50 Moganshan Rd. once housed factories that made silk and calico.
There are far too many galleries and entrepreneurs to name in 50 Moganshan. The best way to discover them all is by explora=on. …
Discovery of entrepreneurial senses in the art district……
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Find interesBng entrepreneurial arBsts and interview them on how to become successful in art business
… we actually enjoyed walking around and taking photos. In fact, some forgot the reasons to be here and some also got lost in transla<on !”
50 Moganshan, Shanghai’s Art District
“ Since the area was huge and the art works seemed to be interes<ng…
There is enough art at 50 Moganshan to keep you busy al day here. The whole place is full of workshops, galleries and studios in a series of numbered buildings and art centers run by the Chinese and foreigners
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“Pricing from Art Perspec9ve” Pricing is from its peers and the willingness of customers to pay.
@ Awakening Smart Gallery “You cannot use up crea<vity. The more you use, the more you have”
“Being an ar<st meant not making money except for a <ny few who hit the big <me.”
“Keep walking” Future plan: Travel aboard and arrange an exhibiBon around the world to expand his business.
50 Moganshan, Shanghai’s Art District
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Type of Business: Fine Art PrinBng, Gallery, and Trading; especially limited art collecBons
Why here at M50? : Would like to expand their business from Beijing to Shanghai
Inspira9on: Shanghai City and Originality of the neighborhood
Future Plan: Being able to capture more clients in Shanghai as well as expand its client base to internaBonal market, including Malaysia, Korea and Europe.
@ Lishi Printing (LEE GALLERY) “We see potenBal from internaBonal clients in this CreaBve Park district”
50 Moganshan, Shanghai’s Art District
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@ Clay Sculpture Shop “Being unique in process and shaping the difference by its own creaBvity”
50 Moganshan, Shanghai’s Art District
“We use high temperature baking process for our products, so that they give special characteris<cs than anyone else around here. But AHer all it is about your crea<vity to make such dis<nguish designs. We use high temperature baking process for our products, so that they give special characteris<cs than anyone else around here. But AHer all it is about your crea<vity to make such dis<nguish designs.”
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Art – To become famous arBst, the art work must be the balance b/w mass and unreachablility
“Master piece lies somewhere in between!”
If being too mass, the art work becomes commodity and less appreciated.
If going out of people reach, nobody can understand, then it is unneeded and become less
value
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afternoon session
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Flow of data collec9on
Des9na9on 1: Thai Restaurant
Des9na9on2: street food
Task: Food Safety Issues… What’s there in the mind of the seller, consumers, and in the process?
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“I usually cook at home, not much dining out” “I’d rather cook because I’m sure that I’ll get the taste that I like ”
• He always buy raw materials from local street shops and nearby wet market
• He spoke less about food cleanliness issue but more comfortable to focus his conversaBon on the taste
Mr. ‘uncle’ leading the w
ay
Start !
• He only bought minimal porBon of cooking materials ( as if going to cook for only 2 persons)
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That’s Thai! Restaurant
Raw Material
Cooking
Serving
“We get fresh raw material from local market and spices from Thailand” • Drinking water smell like chlorine
“Cleanliness is most important in our kitchen ” • Messy cooking area • No total separaBon between kitchen secBon and waste management secBon
Des9na9on no.1
• No serving spoon for any dishes served on the table • Plate screen already came out
Observa9on & Discussion by process
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Waste Management
• UnBdy waste management secBon • Messy and open-‐cap recycle bin • Waste bins are located closed by kitchen area
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Dining Area
• Not enough light and smells un-‐fresh • Cigare8e smell although having a no-‐smoking sign • Cleaning chemicals put together with clean plates and spices
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Street Foods
Des9na9on no.2
Observa9on VS Consumer Insights
9 pm. Snacks !!
烧烤
Fried GyoSa
麻辣汤
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Observa9ons
Consumers said…
“It’s close to where I live and taste good” “We are used to this already for street food” “Everything is fine. Good food, Good taste but they should have air condi<on cause the weather is hot” • Customer seemed to enjoy the food and follow the tradiBon • They noBce some unhygienic acBviBes of food preparaBon but seem to be natural
• Meat and Veg had no proper packaging • Overcooking meat & using recycled cooking oil • Hot soup served in low-‐quality plasBc bag • Improper dinning area and exposed to polluBons
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PuIng together & Diges=ng data collec=on
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Organizing the stories…
And Understanding ‘WHY’… • Because ‘food safety’ doesn’t seem to be such a big issue for general consumers
• Because ‘food safety’ issue is not important enough for the consumers to allow trades off between food quality and price
• Because consumers do not take ‘food safety’ issue seriously; therefore, the sellers out less concerns on it
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Q: Food Safety Issue or it’s Chinese Standard of Living?
“How Might We raise awareness of ‘food safety issue’ among Chinese consumers?
“How Might We increase the sense of ‘social responsibility’ among the Chinese food sellers?
“How Might We increase quality of food served in the restaurant with acceptable prices to the consumers?
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Problem: Wherever there is a problem, an opportunity is tagged along
To seize the opportunity, market must be carefully studied. The product must be unique but easy enough for customers…
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“Art + Problem = Successful Business!”
Appreciate art works and interview arBsts
Look for problems and observe markets
Rearrange ideas and discover “HOW MIGHT WE”