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?
" "Wen Ming Better to Meet" has attracted countless attention. Jinduo Tile's "Deeply Cultivating Channels and Connecting Users - 2019 Dealer Annual Ceremony and Brand Strategy Communication Summit" has caused a sensation in the industry. Jinyitao's "Quality Life Festival" has extraordinary creativity; on the other hand, some corporate doors They were left out in the cold before, and all the staff went out to sell in the streets and solicit customers. When they saw passers-by who looked like dealers, they were as enthusiastic as meeting relatives...
I would like to know the details of this Ceramics Expo or directly the major ceramics companies. What’s interesting? Please follow Zhong Taojun’s footsteps 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 Many businesses use it as a tool to attract the attention of the audience; ceramic slabs and rock slabs have become the main products promoted by many exhibitors; in addition, the slab cutting machine that is matched with the slab has become a part of the exhibition hall. Highlights; As for smart home 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-size ceramic tile product that has emerged in recent years, ceramic large slabs are widely used in cutting and laying. Sticking is still a problem that many dealers are worried about. 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 China Ceramics Expo City, &"The Big Horn Deer Super Wear-Resistant Thousand Players PK Competition, Ten Thousand Yuan in Cash is Waiting for You" event has attracted countless eyeballs - using a wire brush to scrub the ceramic tile glaze to prove the super wear-resistant properties of the Big Horn Deer Super Wear-Resistant Marble Tiles. . Tile brands whose products are not of high quality will never dare to do this.
The above content is just an introduction. If you want to know more, please continue to read below.
The design of the new exhibition hall is the integration of intelligent technology
Yiya
Last night (April 17) the launch of the second generation of AMAP Energy Bricks Afterwards, the author consulted Taiwanese designer Li Dongcan on the issue of "Now that space design no longer defines style, where will the home space go?" 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:Today, it is not the design direction that has impacted the design workers, but the intelligence. Influenced by technological development, smart technology will be the main leader and promoter of future lifestyles.
Hengfu new exhibition hall integrates intelligent technology
This may be what the author saw during the 33rd Foshan Ceramics Expo The highlight is not what you find at the exhibition, but what you see and think about in the new exhibition halls of each brand. "Low-key luxury has connotation" may be the role of smart products in enhancing ceramic brand new exhibition halls and even guiding home spaces.
Recalling that I visited the exhibition hall of the new headquarters of Jinsi Yuma Ceramics at the end of February, I I was pleasantly surprised that the flat-panel TV in its exhibition hall can demonstrate the function of product space design by sliding your finger, which is only seen in Hollywood science fiction blockbusters. In early March, I went to the exhibition hall of Tongli marble tile headquarters. According to its brand managing director Zhang Nianchao, their The "Future Home Decoration Space Museum" will be renovated, and 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...
Times are changing rapidly, and there are already signs of "cross-border robbery" in all walks of life. , we can never imagine who the next competitor will be. If the ceramic tile brand can integrate smart products into the product display space early and integrate them from the overall smart home space, it will definitely be A proactive move.
After talking about the upgrade of the brand's hardware facilities, the last paragraph only briefly talks about the brand Innovation in soft power—— Endless eye-catching methods emerge. 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"...< /span>Young means knowing how to play, and being young means a fun brand.
Snow Wolf Tiles×Motorcycle Party< /span>
After attracting attention, it needs to be supported by substantive content
Zen Can
In this era where entertainment is paramount and fame is paramount, attention-grabbing marketing is of great importance to enterprises. is extremely important, especially for ceramic tile brands with serious product homogeneity. 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 the flashy eye-catching performances of some brands, the author walked into the Third Ring Road of the China Ceramics Expo City with a numb feeling, and suddenly my eyes lit up - this brand's eye-catching marketing is not only interesting, but also has certain connotations. ——Looking closer, it turns out that Senni Ceramics "Traditional" Healing Center is "open for business".
This healing center manages the pulse of ceramic tiles, cures difficult and complicated diseases, and adopts entertainment methods In an eye-catching way, lots are drawn and solved on-site to solve the pain points of dealers' high investment, difficulty in operation, serious product homogeneity, and lack of knowledge of how to transform under the general trend of channel fission, and propose a complete set of brand management solutions.
It is not right to directly address business pain points and provide targeted solutions. Is it what dealers need most?
Continuing forward along the way, I saw the eye-catching marketing of Juncheng Ceramics across the wall. Quite distinctive.
Juncheng Ceramics closely integrates hot spots and makes full use of Douyin, which is loved by young people. , launched the “Runner Alliance Douyin Challenge Contest”. 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.
It is not normal to provide dealers with motivation and support in all aspects. Is this what ceramic companies should do most?
The author believes that attracting attention is important, and attracting investment is also important, but What’s more important is the actual content after attracting attention, that is, what useful work can you do from the perspective of the brand empowerment terminal.
Are your weapons sharp?
Jiahui
In the 2019 China Building Sanitary Ceramics Trend Sharing, Foshan Exceptional Space Creative Design Engineering Co., Ltd. Zhao Lingyun, the general manager of the company, said in his keynote speech "Major Trends Are Irreversible, Small Trends Cannot Be Actionable" that "products are weapons, exhibition halls are positions, teams are warriors, and bosses are generals." This is quite insightful.
Since it is a magic weapon for winning, let’s briefly talk about the product today.
As far as the headquarters base exhibition hall visited today, generally speaking, the size of the products is basically above 600X1200mm, and other large There are countless products with specifications of 750X1500mm and 900X1800mm. The small specifications are mainly 900X900mm and 800X800mm. In addition to specifications, the author has seen many differentiated products with different designs.
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< /p>
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, and the rough surface imitation stone technology is lifelike. Being close to nature on the earth makes it easier to create a peaceful and far-reaching space.
3. Play with artistic colors, < strong>Multiple craft overlays
Although black, white and gray are the trend, without the embellishment of bright colors, there are many shortcomings and taste. taste. 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 that everyone is uniqueThe youth of travel
Xiao Chun
What the author felt at the Tao Expo was the youthful atmosphere, full of Vibrant 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 Shuncheng Group Building, just because of a swipe News that breaks out in Moments: Huang Xiaoming is coming to Foshan Baite 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 generation that is symbiotic with the Internet, so in addition to liking to chase stars, Also like surfing the Internet. On the road today, the author was approached by someone called "Internet Celebrity Store Exploring&rdq"The title of uo; is deeply attracted, an Internet celebrity store selling ceramic tiles? When I walked into the exhibition hall, I found that there was really a beautiful lady doing a live broadcast! 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 youthful vitality.
Young people: just want to be "excellent"
With the change of consumer groups, boring and monotonous product colors can no longer satisfy the younger generation Human visual needs. 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 ceramic expos for a thousand visitors", 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.
