Focus on being the leader of 2cm porcelain plates
On the afternoon of October 19, the third new product launch conference kicked off at the China Ceramics Theater at the China Ceramics Industry Headquarters Base. In the current environment of serious market homogeneity, porcelain plates have targeted the cuts where stone materials are in short supply. Through repeated experiments, we have successfully developed a 2cm full-body sandstone porcelain plate. And at this new product launch conference, it made a shining debut and became the focus of media and merchants. A reporter from Zhongjie.com interviewed Mr. Zhuang Dehui, the marketing director of Porcelain Plate, to interpret the story of Porcelain Plate brand innovation.
Interviewed guest: Zhuang Dehui, Marketing Director of Porcelain Plate
China Clean Network: Hello! Thank you for accepting the interview with China Clean Network. What do you understand by the theme of this event "Taking Life"?
Zhuang Dehui: What I think of "Tao Life" is: changing at any time, developing new products according to consumer needs. "Taobao" is because our products are closely related to people's lives. If the products produced by every manufacturer cannot meet the needs of consumers, they will inevitably be eliminated. "Life" is the demand of consumers, which is changing with each passing day. In the past, the demand for building materials in life was very simple, as long as the products were spread on the ground. Today's life requirements are upgraded to comfort, nature, and environmental protection, especially environmental protection and greenness. In the past, we pursued magnificence, but now we pursue a return to nature. These are the reasons why wood grain tiles, stone grain tiles and antique tiles are becoming more and more popular. Connecting ceramics with life is "Taobao Life".
China Clean Network: What are the “new” aspects of the new products exhibited this time?
Zhuang Dehui: The new product we are displaying this year is full-body sandstone. In previous exhibitions, we focused on promoting 2cm thick porcelain plates. Our main purpose of promoting 2cm thick porcelain plates is to partially replace stone and jump out of the red sea of the ceramic tile industry. This year, through the transformation and introduction of equipment, a new product - the "Sandstone" series - was launched based on the principle of 2cm thickness. Sandstone is a full-body fabric product. After cutting, the texture of the sandstone can be seen from any angle. Because when using natural sandstone for decoration, the bricks often need to be trimmed or chamfered. If it is not a whole-body product, it will give people a sense of inconsistency. The upgraded new product, no matter where it is cut, has the texture pattern of the sandstone itself. When we imitate stone, we must not only imitate the texture of the stone itself, but also surpass stone in performance. In terms of strength, the national standard stipulates that it should be no less than 1300N, while sandstone can reach 8000-9000N, which is more than 4 times the strength of ordinary thickness porcelain tiles and more than 6 times the strength of natural sandstone. Even compared to natural granite with higher strength and hardness, it is 1-2 times higher. This means that the strength of a 2cm porcelain plate is equivalent to the strength of a 4-6cm stone. Sandstone has the changeable texture and texture of natural sandstone, but is stronger than natural sandstone, has uniform color, does not absorb dirt and is easy to clean. These advantages will bring tangible benefits to consumers in practical applications.
China Clean Network: How are these new products achieved using new technologies and new processes? What is the design concept?
Zhuang Dehui: Our design concept is mainly green and environmentally friendly. In the field of porcelain plates, there are two main directions. One is to make it thin, and the other is to make it thick. These two directions have jumped out of the fierce competition in the original ceramic tile field and are aimed at the professional market. We adjusted our competitors to stone because stone causes serious environmental pollution and damage during the mining process, and the waste materials are not fully recycled. Using sandstone instead of natural stone reduces environmental pollution. In addition, we added 25% to 40% of tailings into the green body, which not only recycles the tailings and turns waste into treasure, but also makes the production process green, recycling waste water, waste gas, and waste materials. From the perspective of green environmental protection, it has truly achieved great greenness and great environmental protection.
Zhongjie.com: The market was relatively cold in 2013. How did you cope with the brand's new product development and production? Where is your confidence?
Zhuang Dehui: The ceramic tile market has grown more slowly in the past two years, but companies that have unique selling points for their products and can provide consumers with more benefits are doing well. Jianyi Ceramics launched the "marble" series, which received great response in the industry and was welcomed by the market. Jianyi Ceramics has also grown into a specialized and strong medium-sized enterprise. At present, it is only a small and specialized enterprise. Our goal is to be specialized and refined. We do not seek to satisfy anyone, but aim at the niche market that is most suitable for us, such as high-end villas, curtain walls of large hotels, high-end square floors, etc., and strive to become more refined and stronger in 2cm porcelain plates. To this end, we have invested huge energy and funds in product research and development, established close cooperative relationships with well-known ceramic research institutes and companies at home and abroad, and introduced world-class equipment, design and technology. Strive to be specialized and strong in the professional market field.
Zhongjie.com: After this new product is released, what corresponding promotion strategies will your new products have in the Chinese market? How to get more consumers to accept the new product sandstone?
Zhuang Dehui: There are currently five main promotion channels: the first is to drive the market through successful engineering sales cases; the second is to participate in exhibitions, such as ceramic bathroom exhibitions, ceramic panel exhibitions, etc.; the third is to hold promotion meetings across the country with designers and experts in the industry; the fourth is to cooperate with high-end curtain wall construction companies; the fifth is media and advertising promotion.
Zhongjie.com: What is the biggest feeling of participating in this new product launch conference? Any suggestions?
Zhuang Dehui: This new product launch is very novel and creative. The new products on display each have their own characteristics. In terms of products, more than 50% of our company's products are original. But originality does not mean fabrication. Our product structure follows the 2/8 principle, 80% of the products are acceptable to ordinary consumers, and 20% of the products are unique. We hope to have more opportunities to display like this and to communicate and learn more with our peers.