On April 18, the 33rd Foshan Ceramics Expo arrived as scheduled. After 2018, which was considered by industry insiders as “the worst year in the past ten years, but possibly the best year in the next ten years,” what measures will major ceramic companies take during the 2019 Foshan Spring Ceramics Expo? What about proactive measures to deal with bad market conditions?
On the one hand, some companies are extremely popular: Baxter Ceramics spokesperson Huang Xiaoming's meeting - "It's better to meet than to hear about it" attracted countless attention, Jin Rudder Ceramics' "Deeply Cultivating Channels and Connecting Users - 2019 Dealer Annual Ceremony and Brand Strategy Exchange Summit" caused a sensation in the industry, and Jin Yitao's "Quality Life Festival" was extremely creative; on the other hand, some companies were left in the cold in front of their doors, and all employees went out to walk around the streets. When selling and soliciting customers, meeting passers-by who look like dealers is as enthusiastic as meeting relatives...
If you want to know the specific highlights of this Ceramics Expo or directly the major ceramics companies, please follow Zhongtaojun’s Take a step to find out.
What will this Tao Expo do to attract the audience?
Little Ma
What is the most popular thing at this Ceramics Expo? Products such as healthy ceramic tiles and ceramic slabs, as well as ceramic slab cutting machines, or home smart software?
In the exhibition hall of China Ceramics Expo City, the author visited and found that healthy ceramic tiles are a weapon used by many businesses to attract the attention of the audience. ; In addition, ceramic large slabs and rock slabs have become the main products promoted by many exhibitors; in addition, the large slab cutting machine that is matched with the large slabs has become a major attraction in the exhibition hall; As for smart home In terms of software, there are also many technology companies participating in the exhibition, which may be a precursor to the widespread use of 5G technology.
As a large-sized ceramic tile product that has emerged in recent years, many dealers are still worried about cutting and paving ceramic large slabs. question. The presence of many large-slab cutting exhibitors in the China Ceramics Expo this time indicates to some extent that the use of ceramic large-slabs is becoming more and more mature.
Big horned deer super wear-resistant marble tiles China Ceramics Expo City Booth
There are many brands that use health as a gimmick to attract the attention of the audience. In the exhibition hall of the China Ceramics Expo City, the "Big Horned Deer Super Wear-Resistant Thousand Players PK Competition, Ten Thousand Yuan Cash Waiting for You" event attracted countless eyeballs - using a wire brush to scrub the ceramic tile glaze to prove that the Big Horned Deer is super durable. The ultra-wear-resistant properties of honed marble tiles. Tile brands whose product quality is not good enough will never dare to do this.
The above content is just an introduction. If you want to know more, please continue reading.
The design of the new exhibition hall is the integration of intelligent technology
Yiya
After last night (April 17) the launch of the second generation of Gaode Ceramics Energy Bricks, the author said: "Today's space design is not In terms of redefining style, where will the home space go?" We asked Taiwanese designer Li Dongcan. He said that the integration of smart products into the home space will fully demonstrate the high-end nature of the home decoration space. When attending the tasting meeting of Hengfu Ceramics Italian Aesthetics Museum today, Wang Zhike, the founder of Foshan Tuowei Interior Design Agency, revealed to the author:It is not the design direction that has impacted the design workers today. , but the impact brought about by the development of intelligent technology. Intelligent technology will be the main leader and promoter of future lifestyles.
Hengfu’s new exhibition hall integrates intelligent technology
This may be the highlight of what the author saw during the 33rd Foshan Ceramics Expo. It is not a discovery at the exhibition, but What you see and think about in each brand’s new showroom. “Low-key luxury has connotation” may be the smart product that enhances the ceramic brand’s new exhibition hall and may even lead toGuide the role of home space.
Recalling that I visited the exhibition hall of the new headquarters of Jinsi Yuma Ceramics at the end of February, I was pleasantly surprised by the flat-screen TVs in the exhibition hall that looked like Hollywood. Only in science fiction blockbusters can you slide your finger to demonstrate the function of product space design; in early March, I went to the exhibition hall of Tongli Marble Ceramics Headquarters. According to its brand managing director Zhang Nianchao, their "Future Home Decoration Space Museum" will be decorated. The cost is very high, but the high price is no longer reflected in the decoration construction or hard-furnished products, but in the initial space design and high-tech smart products...
The times are changing rapidly, and there are already signs of "cross-border robbery" in all walks of life. We can never imagine the next competitor. Who could it be. If ceramic tile brands can integrate smart products into product display spaces earlier and integrate them from the overall smart home space, it will definitely be a step ahead.
After talking about the upgrade of the brand's hardware facilities, the last paragraph only briefly talks about the innovation of the brand's soft power - endless attractions eye means. In the past, participating brands used more methods such as model catwalks to attract people. However, with the upgrading of consumption and the gradual takeover of corporate management by the "Tao Second Generation", brands have different ways of attracting attention. For example, in Laideli Ceramics, we played hot air balloons at the Ceramics Expo last autumn, and competed in go-kart competitions this year... Passing the Snow Wolf Ceramics, a long row of motorcycle gangs pressed down the road, and it was like "the plain industrial snow wolf is young"...< strong>Youth means being able to play, being young means being a fun brand.
Snow Wolf Tile×Motorcycle Party
After attracting attention, it needs to be supported by substantive content
Zen Can
In this age where entertainment is paramount and everyone wants to be famous, attention-grabbing marketing is extremely important for companies and is essential for product homogeneity. This is especially true for serious ceramic tile brands. However, many brands only do superficial work, but fail to achieve the real purpose of attracting attention and converting traffic into effective customers.
After seeing some flashy eye-catching performances by some brands, the author walked into the Third Ring Road of the China Ceramics Expo City with a feeling of numbness. , suddenly my eyes lit up - the eye-catching marketing of this brand is not only interesting, but also has a certain connotation - when I took a closer look, it turned out that the "Traditional" Healing Center of Senni Ceramics was "open for business".
This healing hall operates ceramic tiles and treats difficult and miscellaneous diseases. It adopts an entertaining and eye-catching method and draws lots on site to solve the problem. , to solve the pain points of high investment in dealer operations, difficulty in operation, serious product homogeneity, and uncertainty about how to transform under the general trend of channel fission, and propose a complete set of brand management solutions.
Isn’t this what dealers need most by directly addressing business pain points and providing targeted solutions?
Continuing forward along the way, I saw the eye-catching marketing of Juncheng Ceramics across the wall, which is also quite unique.
Juncheng Ceramics closely combines hot topics and makes full use of Douyin, which is loved by young people, to launch the "Runner Alliance Douyin Challenge" Competition". However, this is just an eye-catching means. The most important thing is that there are six powerful measures behind it to improve dealers - production-driven, product-driven, assistance-driven, capital-driven, design-driven and promotion-driven.
Provide power and support to dealers in all aspects. Isn't this what ceramic companies should do the most?
The author believes that attracting attention is important, and attracting investment is also important, but what is more important is the actual content after attracting attention. , that is, what useful work can you do from the perspective of brand empowerment terminal.
Are your weapons sharp?
Jiahui
In the 2019 China Building Sanitary Ceramics Trend Sharing, Zhao Lingyun, General Manager of Foshan Exceptional Space Creative Design Engineering Co., Ltd., gave a keynote speech "Big Trends are irreversible, small trends cannot be changed" said, "The product is a weapon, the exhibition hall is a position, the team is a warrior, and the boss is a general." This is quite insightful.
Since it is the magic weapon to win, let’s briefly talk about the product today.
As far as the exhibition hall of the headquarters base is concerned, in general, the size of the products is basically above 600X1200mm, and other large-sized products There are also countless 750X1500mm and 900X1800mm. The small sizes are basically 900X900mm and 800X800mm. In addition to specifications, the author saw many differentiated products with a sense of design that are different from the norm.
1. Reproduce geometric textures and 3D effects
No matter what industry it is in, geometric application has always been a classic case that never goes out of style. The 3D printing effect presents a sense of technology, like a magic curtain that travels through time and space. Soft light and three-color superposition, the well-proportioned shape presents an unconstrained space without losing fashion and chic.
2. Restore the touch of natural raw stones
Marble tiles highly restore the texture of natural original stones and have always been favored by end consumers. In the exhibition hall of the headquarters base, the author discovered a variety of rough ceramic tiles with uneven surfaces. Flatness has always been one of the criteria for considering the quality of a ceramic tile. Many products buck the trend, with rough surfaces that look like The lifelike stone craftsmanship comes from the fact that being close to nature makes it easier to create a quiet and far-reaching space.
3. Play with artistic colors, Multiple craft overlays
Although black, white and gray are the trend, there is no bright color embellishment, which lacks taste and interest. The surface adopts kiln transformation technology, which makes the texture and details extremely beautiful, either like brilliant clouds or like spring flowers and autumn clouds. Or the multi-color gradient on the surface of the tiles plus a variety of craftsmanship, harmonious and unified, like a simple scroll, elegant and textured.
Here you can see everyone’s unique youth
Xiao Chun
What the author felt at the Ceramics Expo was the youthful atmosphere, full of vitality and fun. Go where there are many people and show you something interesting.
Young people: I love chasing stars
On the afternoon of April 18, there was a crowd of people in front of the Shuncheng Group building, just because of a news that hit the circle of friends: Huang Xiaoming is coming to Foshan Baxter Ceramics! The new spring products released by Baite Ceramics in 2019, "Formaldehyde-free tiles with stripes, light-picking series marble tiles, and bisque stoneware tiles" successfully attracted the attention of Master Huang, who flew to Foshan to support Baite Ceramics. At the same time, Baxter Ceramics announced that the brand is becoming younger.
Young people: like Internet celebrities
The post-90s generation is called a symbiotic generation with the Internet, so in addition to chasing stars, they also like to surf the Internet. Today on the road, the author was deeply attracted by a title called "Internet Celebrity Store Exploration", an Internet celebrity selling ceramic tiles Store? When I walked into the exhibition hall, I found that there were really beautiful ladies doing live broadcasts! I have to admit that influencer marketing is indeed a good way to attract people to the exhibition. On the other hand, it also gives the brand a youthful vitality. < /span>
Young people: just want to be "excellent"
With the change of consumer groups, dull and monotonous product colors can no longer meet the visual needs of the younger generation. Young people are more bold and public in their application of home decoration colors. Our youth is about "excellence".
Shakespeare said, "There are a thousand Hamlets for a thousand readers." The author believes that "There are a thousand Hamlets for a thousand visitors." "There are a thousand Tao Expos", and the highlights in everyone's eyes may be different. Moreover, due to limited time and energy, Zhongtaojun was unable to visit all the ceramic tile brand headquarters exhibition halls and ceramic tile expos one by one. Booth, so I can only give you a reference and suggestions for visiting the exhibition.
(Original link:https://mp.weixin.qq.com/s/jQcU9IR1rPIPYoZVjO1Psg)
