In the past two years, home decoration styles have continued to evolve. Wabi-sabi style and cream style are popular among current consumers, and plain bricks that are highly related to them are rapidly becoming popular in the market. According to the regular pattern of product updates and iterations in the building ceramics industry, when a certain category becomes more popular than ever before, the industry will enter a new "trend period."
If plain bricks were only a subdivided "small category" before 2022, then this "outlet" in 2022 can be said to bring this "small category" to a wider consumer group and occupy a larger market share. market share. The force driving this wave is inseparable from the entry of big brands.
However, it is not enough to have a wind outlet. How big and how long this "wind" can blow is the key. The "leaders" who can stand out in the competition often have several core advantages of "half a step faster than their opponents", "better foundation than their opponents" and "more complete layout than their opponents". Xinzhongyuan Ceramics is a good example. example.
Layout "half step faster"
There is a "half-step faster" rule in market competition strategy, which means that competitors only need to move half a step faster than their opponents. If you act too early, the market will be immature and the cost of cultivation will be too high; if you act too late, competition will become fierce and the opportunity to seize the market will be lost. In the trend of plain bricks, Xinzhongyuan has always maintained a pace that is "half a step faster" than its opponents.
First of all, although Xinzhongyuan is not the first brand to make plain-color bricks, it is the first brand to name a series of products with the word "Su". This shows that Xinzhongyuan's forward-looking strategy and the "Luozi" plain-color bricks Be certain. As early as 2021, Xinzhongyuan took the lead in launching "Su" texture tiles, which can be called the source of the "Su" trend in tiles.
Secondly, in today's world of abundant material products, consumers have shown a new trend in their choice of home materials. Xinzhongyuan constantly observes the psychological changes of consumers to improve the quality of consumer products.Consumers' dissatisfaction with "spatial appearance and emotional perception" has further developed into practical needs.
▲"Su Jian Aesthetics Museum" Hall 001·Nanjing
Therefore, when other brands have just reacted to follow the trend and develop new products, Xinzhongyuan has launched a series of "SU" texture ceramic tile products; when other brands have just begun to prepare for the new products to be launched in When the terminal stores were loaded with samples, Xinzhongyuan had already begun to implement the "Simple and Simple Aesthetics Museum" national terminal store renewal plan.
▲"Su Jian Aesthetics Museum" No. 002 Shucheng
In 2022, Xinzhongyuan Ceramics’ terminal store renewal plan has pressed the accelerator button, and “Simple and Simple Aesthetics Museum” has sprung up across the country. On March 9, the New Zhongyuan Ceramics Jiangsu Nanjing "Simple Aesthetics Museum" No. 001 grandly opened. So far, New Zhongyuan Ceramics Jiangsu Nanjing, Anhui Shucheng, Gansu Lanzhou, Jiangsu Lianyungang, Jiangxi Ji'an, Jiangsu Huai'an Specialty stores in Ruichang, Jiangxi and other places have been newly opened.
Consolidate the "good foundation"
From putting forward the idea of "simple aesthetics", to leading the design trend of terminal stores, to providing consumers with a model of quality life, a series of layouts and measures of New Zhongyuan Ceramics can be described in one word as "a matter of course" . It is worth mentioning that everything went so smoothlyBehind the profit, it is definitely not accidental or coincidental.
▲"Su Jian Aesthetics Museum" Hall 003·Lanzhou
Some industry insiders analyzed that plain bricks are not an emerging category in the strict sense. However, most of the brands that focused on this segment in the past had fewer brand contacts and relatively single channels. Until now, With the entry of leading brands led by Xinzhongyuan, plain bricks have truly experienced explosive growth.
From "microcrystalline stone" to "rock slabs" to "plain bricks", it is not difficult to find that the explosion of every category is inseparable from the blessing of leading brands. Obviously, Xinzhongyuan, which has been deeply involved in the construction and ceramics industry for 38 years, ranks among the best in the industry in terms of channel diversification and market share, and has a deeper brand foundation.
▲"Su Jian Aesthetics Museum" Hall 004·Lianyungang
In terms of channel diversification, Xinzhongyuan holds the trump card IP of "China Design Star" and continues to develop online "new retail" channels to continuously empower terminals. In terms of market share, Xinzhongyuan has more than 2,000 stores across the country, not only covering all major mainstream markets, but also gradually penetrating into lower-tier markets.
It can be said that the reason why Xinzhongyuan can set off the "vegetarian" trend across the country is precisely due to its strong appeal based on the mature terminal network layout. According to the relevant person in charge of Xinzhongyuan, more than 100 "Simple and Simple Aesthetics Museums" will be launched in Xinzhongyuan in the second half of the year, and all work is currently progressing steadily.
Layout "all-round"
As mentioned earlier, as more and more brands enter the field of plain bricks, the role of "leader" is crucial in order to avoid the industry falling into a price war again. At this point, Xinzhongyuan actively plays the role of "leader" and single-handedly raises the competitive threshold of plain bricks. The "all-round" layout is mainly reflected in several aspects such as products, design, and applications.
▲"Su Jian Aesthetics Museum" No. 005 Ji'an
In 2022, Xinzhongyuan’s “SU” texture ceramic tiles will take the lead in achieving the “grand slam” of specifications and sizes, including 400×800㎜, 600×1200㎜, 750×1500㎜, and 900×1800 ㎜Full series of four specifications; by superimposing matte glaze, skin-friendly glaze, digital carving, dry granule soft polishing and other advanced processes, the "Su" texture tiles form the cloud sea sand, clear stream, plain time The five series of , reef limestone and soft light rock can easily control various home styles such as minimalist, modern, wabi-sabi style, Chinese style, Nordic style, and mix and match.
▲"Simple and Simple Aesthetics Museum" Hall 006·Huai'an
On the basis of understanding the deep-seated needs of consumers and grasping the trend of space design, the "Simple Aesthetics Museum" promoted by Xinzhongyuan can be said to have brought the design application of plain bricks to the extreme. Its design breaks the constraints of ceramic tile store design, boldly references architectural design concepts such as art galleries and museums, and empowers space with modern artistic expression techniques.Simple, simple and elegant aesthetic atmosphere. Every consumer who enters the "Simple and Simple Aesthetics Museum" can unlock a new scene-based experience from multiple perspectives such as quality, design, and space.
▲"Su Jian Aesthetics Museum" Hall 007·Ruichang
Xin Zhongyuan Ceramics/Xin Zhongyuan Residential Marketing General Manager Zhang Lei said that Xin Zhongyuan hopes that consumers can get a dual experience in the "Simple and Simple Aesthetics Museum". The first is to obtain a beautiful sensory experience in spatial aesthetics. , the second level is the emotional experience of understanding the state of life and a peaceful state of mind. It can be seen that focusing on consumer demand and influencing consumers' perception of space beauty and emotions is the underlying logic behind Xinzhongyuan's success in leading the "vegetarian" trend.
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The birth of "SU" texture tiles and the proliferation of "Su-Jian Aesthetics Museum" are not only product design and space application innovations made by Xinzhongyuan based on consumer demand, but also reflect the Xinzhongyuan adheres to and practices the concept of "focusing on user value and innovating for a better living environment".
It can be seen that the "vegetarian" trend set off by Xinzhongyuan across the country is a brand-new opportunity triggered by product innovation from the perspective of the brand's own development; from the perspective of promoting multi-level development of the industry , it can also be regarded as a kind of promotion and breakthrough.
