Nearly halfway through 2021, many ceramic companies have successively launched this year’s flagship new products. Among these new products, the most popular are the "star", "diamond" and "crystal" craft surface tiles. Almost all first- and second-tier tile brands in Guangdong have launched such products - such as the "crystal diamond marble" of Jinyi Ceramic Tiles. series, the "Star Diamond" series of Hongyu Ceramics, the "Star Diamond·Crystalline Glaze" series of Samit Ceramics, the "Crystal Diamond Slate" series of Paulola Ceramics, etc., have formed a trend. Soon, this trend has spread rapidly from Guangdong to other production areas, and many ceramic companies in Shandong have begun to try to develop such ceramic tile surface technology.
Jinyi Ceramic Tile's "Crystal Diamond Marble" Series
Hongyu Ceramics' "Star Diamond Series"
Samit Ceramics' "Star Diamond·Crystalline Glaze Series"
The surface of the "star", "diamond" and "crystal" craft surface tiles will emit different luster as the light changes, and will show a sparkling dreamy effect under the light. Different ceramic companies’ opinions on “star”o;The descriptions of the process of creating a sparkling effect on the surface of "diamond" and "crystal" ceramic tiles are different, but they can basically be summarized as the process superposition of "special glaze + dry granules".
For ceramic companies, promptly seizing the new technology trends in the ceramic industry is the best time to get rid of product homogeneity and create differentiated competitive advantages. It is understood that the "star", "diamond" and "crystal" craft noodles emerged in 2020, and have been sought after by many ceramic companies as soon as they emerged.
However, just because a product is hot in production, it does not mean that it is also hot in the terminal market. Currently, "star", "diamond" and "crystal" technology surface tiles are not widely sold in the terminal market. China Ceramics Network's "Tao Xing China" national ceramic tile market investigation team (referred to as "'Tao Xing China' investigation team") visited the major home building materials markets in Chengdu and Chongqing in late May. Almost all ceramic tile stores did not list "Tao Xing China" Star, "diamond" and "crystal" craft surface tiles are the main products. To exaggerate, it can be said that there is no trace of them at all.
Why does this happen? On the one hand, it is because there is a certain time lag between the launch of new products by ceramic companies and the large-scale launch of terminals; on the other hand, it is because the ceramic industry has always been "production determines sales", that is, what manufacturers produce, dealers sell. Many Dealers almost don’t know the specifics of a new product before the manufacturer launches it, let alone whether consumers know about it.
In fact, the "Tao Xing China" investigation team learned by visiting the home building materials market and interviewing ceramic tile dealers and ceramic tile store employees that consumers are more sensitive to the color of ceramic tiles than the surface craftsmanship of ceramic tiles. Compared with the all-white, black, and gray ceramic tiles of previous years, current ceramic tile stores will display a richer range of ceramic tile colors and combinations.
This trend was predicted by industry insiders at the beginning of this year.
In March this year, ICC Ceramics General Manager Hanberto accepted an exclusive interview with the "Ceramics Industry Face to Face" column of China Ceramics NetworkPurpose interview. As a ceramic person with rich work experience in China and internationally, Humberto, who has a deep and comprehensive understanding of ceramic tile trends, has led the ICC team to publish the "International Ceramic Ceramics Trend Report" every year since 2014. He has analyzed that ceramic tiles will have bolder colors this year and in the future.
Judging from what the "Tao Xing China" investigation team has learned, Hamberto's prediction of ceramic tile trends can be said to be spot on.
In the past two years, with the improvement of living standards and quality of life, people's concepts and aesthetic levels have also changed. Consumer groups mainly in their 80s and 90s prefer decoration styles that are tonal and can better express their personality. . At the same time, the current pace of social life is getting faster and faster, and people's life pressure is also increasing. In this case, many people will seek to relieve stress in materials, and some decompression and healing colors are gradually becoming popular. .
Contacting the actual situation of the ceramic industry, this trend has been directly reflected in product design and store display.
Since 2020, most ceramic companies have seized on this ceramic tile color trend and launched a series of boldly designed color ceramic tiles, such as Shunhui Ceramics’ “Natural Dance” and Mati Ceramics’ “MA Series” , the 2020 new products of IMOLA Ceramics, the "Lan" series of Guanxingwang Ceramics, and the Morandi solid color ceramic tiles/slates launched by most ceramic companies. Even when developing ceramic tiles with stone textures, most ceramic companies will still choose bolder colors and textures, such as blue, green, black, gold, etc.
In the design and application of terminal stores, we highlight the characteristics of ceramic tiles by displaying a large number of boldly colored large/slate background walls, contrasting colors, etc., and cleverly use lighting to create a comfortable, healing or personalized and high-end atmosphere, thereby attracting More consumers come into the store to view and purchase.
Most of the ceramic tile dealers interviewed by the "Taoxing China" investigation team said that the current decoration style has changed, and the consumer groups born in the 80s and 90s pay more attention to the sense of design when buying ceramic tiles.
Sun Hu, a Chengdu dealer of Mango Tile, believes that “with the improvement of people’s aesthetics, the original black and white gray tiles are gradually unable to meet consumers’ decoration needs. Especially after the epidemic, people need bold and bright colors to release their depressed mood.” Emotions. Tiles NowThe product trend will be toward high-looking products, and the overall decoration style will be more individual and bright. Therefore, dealers must have one or several high-looking products. This is a design trend. ”
The reason why consumers are willing to pay for a product that is impressive enough is that when the product cannot meet consumer needs, the merchant is likely to lose the opportunity to close the deal.
Some ceramic tile store clerks reported to the "Taoxing China" investigation team that the designs and colors produced by manufacturers often fail to keep up with changes in consumer demand. At present, manufacturers are mainly promoting large boards in black, white and gray. However, once consumers clearly express that they want a design-conscious combination or like a certain color, the corporate product material library is often unable to satisfy them, resulting in a single and inconsistent rendering design. Get on trend.
(Author: Sitao)
