WIPOD – Design Talks: Transcript of Episode 3

Designing Dreams: A successful story for a Hague System enthusiast

Sarah Lucek: Hello and welcome back to Design Talks, a podcast series brought to you by the Hague System, the international mechanism for registering designs at the World Intellectual Property Organization and tailored for designs enthusiasts like you!

My name is Sarah and I'm your host.

In today's episode, we are immersing ourselves in the world of designs with a remarkable guest, Mr. Zhen Liu, representing none other than Xiaomi, the global giant ranking as the third largest manufacturer of mobile phones worldwide.

Over the past eight years, Xiaomi has made a mark by registering more than 700 design applications through the Hague system. And not limited to mobile phones very creative and devours extend to wearable watches, AI speakers, smart home devices, and an array of over-innovative products.

Join us as we unravel the pivotal role design has played in propelling Xiaomi's products to success. Discover how design protection has not only safeguarded their creations, but also opened doors to previously untapped markets. So, fasten your seatbelts and prepare for a dynamic and enlightening discussion.

Welcome Mr. Liu. May I call you Zhen?

Liu Zhen: Yes, sure.

Sarah Lucek: Thank you. We are very happy to have you here. So could you please introduce yourself and tell us what you're doing at Xiaomi.

Liu Zhen: Okay, firstly, thank you for having me here. My name is Liu Zhen. Now I am the General Manager of the Legal Department of Xiaomi Corporation. The responsibilities of my team include legal affairs worldwide and GR affairs internationally.

I joined Xiaomi in 2013. So it's around 11 years ago. And before that, I was an intellectual property (IP) litigator in multiple local tier one law firms. But actually, I got my first bachelor degree of computer science, so my first job was an engineer.

Sarah Lucek: Thank you. Thank you for introduction. Your expertise in law and technology paired with your time with Xiaomi highlights your vital role in ensuring the company's legal integrity and global growth actually. So, what do you like the most about your job?

Liu Zhen: I like most parts of my job, so the top three on my list would be the innovation and cutting-edge technology, the global impact and intellectual property.

First, I think this job offers me an opportunity to work with the latest technology core advancements. It means I'm often navigating uncharted legal territory. This can be both challenging and thrilling as I help shaped the legal frameworks surrounding new technologies like AI and data privacy.

Speaking of global impact, I think the ability to influence and drive the legal strategies of a company that has a broad global impact is very fulfilling. I'm not just working within one jurisdiction. I'm creating and managing policies that span multiple countries and legal systems.

And definitely, IP management is one of my favorite parts of my job because managing IP in a high-tech environment can be incredibly stimulating, this involves not only protecting the company's innovation, but also about licensing, patent strategy, and potentially dealing with cutting-edge areas like software law.

Sarah Lucek: Well, that patient for dynamic challenges is very inspiring and really interesting.

What about your vision of designs? What is design for you?

Liu Zhen: I think Xiaomi envisions design as a crucial element that combines aesthetics, functionality, and innovation to enhance user experience and satisfaction. Xiaomi aims to create products that are not only technologically advanced, but also beautifully crafted reflecting philosophy of art plus technology.

I think this vision integrates cutting edge technology with a stylish and the sleek design elements to appeal to consumers across various markets. And I think the core of Xiaomi’s design vision is to offer a seamless and user-friendly experience.

Our approach often involves attention to detail material selection and craftsmanship. And also, Xiaomi focuses on designs that are both appealing and practical, believing that good design should be accessible and not come at a premium cost.

Sarah Lucek: So, the MI on the Xiaomi logo stands for mobile internet, right, so it also refers to the title: Mission Impossible. So indeed, when Xiaomi was launched, it seemed impossible at the time that the firm could acquire so much market share. How was the company managed to grow so quickly and has design played a role in that?

Liu Zhen: It’s a complicated question. I think one key reason why Xiaomi grows so fast internationally or worldwide is because of our products. As I said, Xiaomi’s design approach, which emphasizes a sleek, premium, aesthetic, and user-centered functionality at an affordable price has made its products highly attractive to consumers worldwide.

I think this is one of the key reasons why Xiaomi grows so fast. And another reason is Xiaomi didn’t limit itself to smartphones. Xiaomi has been creating a broad ecosystem of smart devices from wearables to smart home products. And the unified design language across these products helps brand recognition and encourages customers to purchase within one ecosystem.

Sarah Lucek: Thank you. And could you please tell us about Mi-MIX, which is another example of innovative design that really made it into history?

Liu Zhen: Mi-Mix stands as the groundbreaking example that marked the inception of the smartphone full screen display area. I think this innovation was not just about a larger screen. It boosted the highest ever screen to body ratio, allowing our designers to showcase their talents on a grand stage. And they pushed the boundaries of creativity by experimenting with unique approaches to color, materials, and craftsmanship.

I think the legacy of Mi-mix extends beyond its initial release. It serves as the foundation of our ongoing commitment to full-screen design. Subsequently, iterations of our smartphones are testaments to the relentless pursuit of improvement and innovation that originated from the revolutionary concept of Mi-Mix.

Sarah Lucek: That's really amazing. Thank you for sharing that.

Xiaomi seems to have been using the Hague System since, I think, 2015, if I am correct. Can you tell us about Xiaomi's journey with the Hague system and the significance of design registration for the company?

Liu Zhen: Over the past eight years, Xiaomi has strategically engaged with the Hague System to register its industrial designs. For those who are not familiar with the industrial designs, they refer to the ornamental or aesthetic aspects of an article, including shape, surface, and ornamentation.

Xiaomi has leveraged this system to register a portfolio of more than 700 designs as you said. This registration effort extends well beyond our renowned mobile phones, we have taken advantage of a Hague System to protect the designs of a diverse array of products, and these include but not limited wearables, speakers, and various other innovations.

And, speaking of the significance of the Hague system for Xiaomi, I think many features of the Hague system boost Xiaomi's growth, because the Hague System simplifies international design registration procedures significantly.

Designers can register their designs in over 90 participating countries and intergovernmental organizations through one application field. Moreover, any changes to the registration, such as a change in ownership and or address, can be recovered through WIPO and will automatically apply to all designated member countries.

These features are critical for companies like Xiaomi having a large design portfolio worldwide in terms of IP management. And also, on top of this, the system potentially reduces the cost of international registration by eliminating the need to file separate applications in every country where protection is sought.

Sarah Lucek: Thank you. And actually, yes, the elements you just provided are, the advantages and the benefits of the Hague System. So, thank you for promoting the Hague System this way. Thank you very much. And another question is, in what ways has design protection through the Hague System facilitated Xiaomi's access to new markets?

Liu Zhen: Design registration plays a vital role in Xiaomi's global expansion strategy. As the company continues to make its mark on the international stage, having a robust portfolio of registered designs ensures we can confidently introduce our products to new markets without the risk of design infringement and it establishes a foundation of Xiaomi to build a distinctive brand name and characterized in unique and protected product designs.

Let's take Spain as an example. Xiaomi entered into Spanish market in late 2017, and aware of design-protected products gained rapid acceptance, showcasing the importance of securing our designs in the international landscape.

Sarah Lucek: Indeed, thanks for sharing this. So, looking ahead, how does Xiaomi envision the role of design in shaping the future of technology and consumer experiences?

Liu Zhen: One of the Xiaomi's visions is to make friends with users and be the coolest company in the user's hearts.

So, under this vision, Xiaomi believes that design is a crucial element that combines at statics, functionality, and innovation to enhance user experience and satisfaction. The company aims to create products that are not only technologically advanced, but also beautifully crafted, reflecting a philosophy of art and technology.

Sarah Lucek: Thank you so much, Zhen, for joining us and allow me also to wish you a happy Chinese New Year. Thanks to our listener as well for tuning into Design Talks, a production of the World Intellectual Property Organization brought to you with the support of the Funds-In-Trust Japan Industrial Property Global.

To all the creators and future innovators who tuned in today, your ideas possess the transformative power to change the world. Yet, as you embark on your creative journey, it's crucial to safeguard those brilliant concepts. So regardless of where your creative endeavors unfold, your creations merit recognition and protection.

Stay connected for our upcoming episodes where we will be interviewing designers and sharing their inspiring stories.

In the meantime, keep the creative momentum flowing and allow the Hague system to be your ally in safeguarding your work on a global scale. Your ideas are not only valuable but have a potential to make a lasting impact. Happy creating!