On December 3, the four-day 2020 Guangzhou Design Week kicked off grandly at the Guangzhou Poly World Trade Expo Center and the Guangzhou International Procurement Center. More than 40 ceramic construction companies "competed on the same stage" in the construction and decoration materials exhibition area. Some industry insiders believe that the number of construction and ceramics companies participating in the Guangzhou Design Week not only set a record high, but also gathered strong popularity with the popularity and connotation of slate, turning Guangzhou Design Week into "Stone Slab". Design Week”.
A ceramics company from southwest China stood out when it participated in Guangzhou Design Week for the first time. Even before December 3, it had successfully attracted the attention of countless industry professionals and some media through warm-up publicity.
This ceramics construction company is Emeishan Gold Ceramics Industry Development Co., Ltd., referred to as "Emeishan Gold Ceramics"; and the important reason why it has attracted the attention of China Ceramics Network is that during the warm-up publicity and Guangzhou Design Week, Confidently, calmly and openly, he revealed the name of his place of origin, "Emeishan".
As we all know, in the building ceramics industry, for brands whose companies are registered and produced in Guangdong, the place of production is their proud competitive capital; but for brands whose companies are registered in Foshan and produced in other provinces , but the name of the place of origin is an unspeakable secret that they want to say. Then why can Emeishan Jintao, whose company is registered and produced in Sichuan, be so confident and generous in showing the name of its place of origin?
With doubts, a reporter from China Ceramics Network walked into the Emeishan Jintao booth during the 2020 Guangzhou Design Week to find out.
1
See Emeishan Golden Pottery Again
The booth of Emeishan Jintao is located at No. 2B26-2B28, Hall 2, Guangzhou Poly World Trade Expo Center. There are seven white luminous characters of "Emeishan Jintao Stone Slab" on the door, and the top is surrounded by a white gauze curtain, exuding a sober look. Elegant temperament. Just like that kind of beauty that is both attractive and meaningful, it may not look stunning at first glance, but it gives people a particularly comfortable feeling, which leads to the idea of getting to know more about it.
The reporter noticed that there was an endless stream of people coming to visit and negotiate.
In this booth with the theme of "Seeing Emeishan Gold Pottery Again" (compared to Emeishan Gold Pottery's participation in the 2020 Tanzhou Ceramics Exhibition in July), Emeishan Gold Pottery used a combination of words full of wisdom "And + See=View" cleverly combines rock slabs with related elements of Mount Emei, a famous mountain in Sichuan, with rock slabs as the mainstay and other materials as supplements. , creating a scenic spot of "viewing clouds, mountains, rocks and water" in Mount Emei, including the concept of "viewing the golden pottery of Mount Emei" The meaning of exhibiting——
The white gauze hanging high, with dots of soft lights, resembles the sea of clouds in Mount Emei, which is like a fairyland. It is for observing the clouds; with the board as the mountain and the rocks as the steps, it is abstracted into the peaks and rocks of Mount Emei. For viewing mountains and rocks, the silver-gray corrugated metal plate is used to create the effect of sparkling water, as if a side of beautiful water flowing in Mount Emei is for viewing water.
Its design, materials, expressions, display products, etc. all closely echo the theme, fully demonstrating the Emeishan Golden Pottery’s heritage of interpreting the beauty of the national trend through time, culture, Chinese and Western ideological trends, and contemporary popular artistic techniques. and charm.
Although it is the first time to participate in Guangzhou Design Week, Emeishan Jintao has already released strong confidence and aura.
2
Confidence and aura come from strength
Li Xiaogang, deputy general manager of Emeishan Jintao, told reporters that as one of the earliest ceramic construction companies in China to enter the field of rock slabs, Emeishan Jintao began producing thin plates in 2012, large ceramic slabs in 2016, and rock slabs in 2018. Slate production capacity ranks among the best in the construction and ceramics industry.
He said proudly: "Our company has now put into operation 6 slate production lines, equipped with Italian inkjet printing machines and Italian System 33,000-ton presses, which can produce 6 thicknesses (3mm, 6mm, 9mm, 12 mm, 15 mm, 20mm) and 20 specifications (600×1200mm-1200×3600 mm) of rock slabs, which can meet the personalized customization needs of different customers. It is the current domestic thickness,A leading ceramics enterprise that manufactures rock slabs with the most comprehensive specifications. In addition, Yibin Jiang'an Yushuo Ceramics, jointly owned by our employees, has a production line with an average daily output of more than 40,000 square meters. It mainly produces 800×800mm diamond, full-body marble, golden marble, antique bricks, matte bricks and fine carvings. Marble and other tile products. ”
Advanced equipment and sufficient production capacity are only one of the strengths of Emeishan Jintao, which has also made great achievements in product research and development.
The creative design director of Emeishan Jintao introduced to reporters: "Our company's product research and development team has more than 70 members, and the work they are responsible for covers many aspects such as demand research, planning, design, color matching, packaging, space application, etc. In In terms of product research and development, there are not many original ceramics companies, so we insist on original research and development.”
It is understood that the design concept of the slate products such as "Thousand Miles of Rivers" and "Samantabhadra" independently developed by Emeishan Jintao is to guide "exploration" through "hiding", retreating to advance, hiding to seek knowledge, Silently seeking solutions, in addition to showing the harmony of nature, it also interprets the beauty of national trends with ideological trends spanning time, culture, China and the West, and contemporary popular artistic techniques, attracting peers in the industry to learn from it.
It is precisely because of its strong R&D and production capabilities that Emeishan Jintao has become one of the editor-in-chief companies of "China Slate Standards. In October this year, it was rated as a "Stone Slab R&D and Manufacturing Demonstration Base" by the China Building and Sanitary Ceramics Association.
3
Planning is the last word
Since 2020, the growth of domestic slate production lines has been advancing rapidly, from about 20 at the beginning of the year to the current 100+. The fire of the rock slabs greatly exceeded the expectations of most pottery builders.
However, many construction and ceramics companies did not conduct sufficient research on the market before launching slate production lines, nor did they accurately position their brands and products. They only saw the opportunities that the slate explosion might bring, but did not see the opportunity. Without the risks that may arise from the rapid expansion of slate production capacity, it is also impossible to open up sales channels, especially the original ceramic tile dealer channels.
Li Xiaogang said that Emeishan Jintao has a very clear positioning of its products and brands. It takes "quality, integrity, innovation and service" as its purpose, aims to build a world-class slate enterprise, and pursues zero-defect product quality. As our own responsibility, we provide consumers with more cutting-edge, more fashionable, better quality and more cost-effective products.
Aiming at different home furnishing market segments, Emeishan Jintao has created three slate brands: KIMS large slate slate, Emei ancient rock slate, and Goldsmith home slate slate. Jinjiang home slate is the pioneer of small home slate in China, customizing slate specifications according to furniture size; Ebi ancient rock is positioned as high-end customization of slate, focusing on large slate; KIMS large slab·slate is positioned as Whole-house customization of slate slabs, providing whole-house application solutions for slate slabs.
“We have created three brands based on different positionings, which is equivalent to a country having three armed forces: land, sea, and air force, with various channels and advantages.” Li Xiaogang explained vividly, “Of course, positioning is not the ultimate goal. It is the last word to do a good job in product and sales implementation. As of now, KIMS Large Slab has established more than 100 stores in many cities across the country, 80% of which are specialty stores. The dealers are from traditional ceramic tile dealers. Next year, our goal is to build 200+ stores! ”
It is reported that Emeishan Jintao currently accounts for about 20% of home slate slabs in the South China market and about 30% in Southwest China. Its products are widely used in dining tables, coffee tables, kitchen countertops, bar counters, and office desk tops. , wardrobe wall protection, kitchen and bathroom ceilings, background walls, floors and other fields of home customization.
After understanding these circumstances, the reporter’s doubts about why Emeishan Jintao dared to confidently and generously reveal the name of its place of origin at the 2020 Guangzhou Design Week naturally disappeared.
No wonder Bao Jiejun, founder of Oceano Ceramics and dean of Guiran Academy, said this at the "Ten Billion Peak" China Ceramics Industry Trend Forum and the 2021 Foshan Tanzhou Ceramics Exhibition Press Conference on September 23: " I went to Sichuan Jintao some time ago, and I thought it was quite shocking. We used to think that Sichuan, especially in the Jiajiang area, made low-end products, but they are ahead of the curve in terms of slate. They started making them in 2017. , our understanding of products and processes is much deeper than ours in Foshan or our peers, so it is worth learning.”
Author: Zhuifeng
