Du Jinsheng left an impression on later generations as an entrepreneur and patriotic industrialist of the Republic of China in terms of silk weaving. It is undeniable that the Du Jinsheng Silk Weaving Mill he founded and the products he developed made great achievements in the field of brocade crafts and silk weaving art products, but it also covers up the important fact that he played the role of designer and design manager. This is precisely the key to explain why Du Jinsheng’s silk products were able to stand out and even lead the development of silk consumption fashion in the fierce competition environment of Hangzhou silk industry at that time, with the same conditions of “software and hardware” such as weaving technology and production equipment in major silk mills. Therefore, studying Du Jinsheng’s specific practical strategies as a designer and manager can restore the prospect of Chinese silk art design in the Republic of China from point to surface.From the perspective of design management, with the help of historical documents and images, we make an in-depth investigation of Du Jinsheng Silk Weaving Mill’s 20-year development process, and analyze its design management concept and specific operation practices from the three dimensions of design, production and marketing. We find that Du Jinsheng’s initiatives of “saving China by industry” involve the whole process of product design, production and marketing, and reveal his dual design management consciousness of catering to market consumption trends, paying attention to design value, implementing unique marketing mode, meeting consumer demand, solving production technical problems and giving consideration to brand commercial operation planning. Compared with Chen Zhifo’s and Pang Xunqin’s ideas and attempts of “saving China by art”, Du Jinsheng’s initiatives were more in line with the social and historical context of worshiping foreign countries and shrinking consumption at that time. Specifically, there are four epoch-making initiatives that deserve attention:(i) Du Jinsheng continuously improved the weaving technology to broaden the possibility of theme selection and effect expression, adhered to market demand research and competitive product analysis, believed in improved and innovative product strategies, and developed silk landscapes, portraits, shirts, ties, table blankets and other silk daily necessities that met the consumer needs and aesthetic tastes of the target audience;(ii) the design and production links were relatively independent, including breaking the conventional mode of mixed operation of space overlap between the design room and the production line, but also ensuring that the two were closely linked through “100-step cooperation”;(iii) Du Jinsheng attached great importance to the design and value, including personally participating in design affairs other than trademarks, exhibition venue settings, advertising and other products;(iv) while anchoring the attributes of domestic products to win consumers’ national identity, he bound the audience’s cognition of “designated goods” through the visual impact of advertising illustrations, and continued to occupy consumers’ minds with the help of trendy and efficient means of communication means promoted by movie stars.From the perspective of design management, this paper takes Du Jinsheng’s design practice as a case of modern design management in China, and sorts out the previous research fragments of Du Jinsheng’s personal life, silk weaving technology and enterprise management. This study reviews the difficult transformation process of Du Jinsheng’s silk weaving mill under the circumstances of foreign goods dumping, shortage of raw materials and catching up with peers, and provides a referential experience paradigm for the innovative design and brand management of contemporary silk art products, hoping to be a beneficial supplement to the construction of modern Chinese silk design history. [ABSTRACT FROM AUTHOR]