China Taojun Exhibition•2021 Guangzhou Design Week ①
Just last week, the four-day (December 9-12) Guangzhou Design Week 2021 was successfully held without any danger, bringing a lively feast to the ceramic industry. Since the Foshan Autumn Ceramics Expo originally scheduled to be held in October this year has been postponed to next spring, Guangzhou Design Week has also become the core stage for the public debut of new products by major brands. According to incomplete statistics, no less than 50 ceramic brands participated in Guangzhou Design Week this year.
Going back to China's building ceramics industry a few years ago, companies' product innovation capabilities have always been subject to various prejudices. Practitioners who make the pilgrimage to the Bologna Show in Italy are accused of "copying work" abroad. Without the Bologna Show, they would not innovate. When they participate in the Guangzhou Design Week as an exhibitor, they are criticized for lowering the level of the show and making it a good one. The design exhibition turned into a materials exhibition.
“I visited Guangzhou Design Week last year and this year. From the products launched by many (tile) brands, I can clearly feel that they have their own thoughts and cores. They neither copy foreign material textures nor deliberately highlight their own. Special, but still very impressive. For example..." A designer who did not want to be named shared with Zhongtaojun at the exhibition what he had learned from his surprise trip.
I believe many people have similar feelings after going to this exhibition. Many traditional architectural ceramics brands have launched a series of new products that lead the trend. At the same time, they also combine the tonality of the brand to enhance people's attention. The brand has a new understanding. Zhongtaojun also noticed that these new products have achieved breakthroughs in terms of decoration, practicality, artistry and culture. The results prove that the innovation path of building ceramic products does not stop at "differentiation for the sake of differentiation".
一
Complex craftsmanship is not just for showing off skills
It is a texture that is visible and tangible
Jinyi Pottery, which has always been famous for its product texture, combines candy glaze, digital mold, and dry granulation technology with semi-polished, brush-polished and other processes to present natural stone patterns on the surface of the product. , sandstone, metal, wood grain texture, in the lightUnder the shadow effect, the texture of the product is directly full. Take the "Gray Master Series" as an example. If you take a closer look, you will find that its high-grade gray appearance contains delicate textures, and at the same time comes with the sparkle of candy glaze, which makes people sigh that gray can also be elegant.
Some people say that the ultimate in black, white and gray is microcement, but Eagle Brand believes that microcement alone is not enough, so they combine mold calcination, antique dry granules, digital carving, 20 The high-precision composite soft polishing process gives the product a luxurious feel. The so-called plain luxury means that the color is plain, but the texture is luxurious and high-end. The "Sustainable Luxury Series" successfully integrates the calm matte vision with the delicate surface texture, and still reveals an extraordinary sense of luxury under the simple and elegant appearance.
The general also mastered complex craftsmanship. It can be found from the series of new products displayed that although it only focuses on two specifications: 800×2600mm and 1200×2400mm, through processes such as finely carved glaze, fine matte glaze, silky glaze and dry grain polishing, large General not only reproduces the texture and texture of wood grain, cloth grain, cement, and precious stone, but also allows the product to present a variety of comfortable light sensations such as 8°, 12°, and 30°. It can be said that the details are handled to the extreme.
The "True Color Series" can be said to be an important attempt in Jinduo's product transformation. This series of products captures natural imagery and focuses on the characteristics of "light texture, light texture, and light vision". Among them, the "Seven Years" product imitates the growth rings of a tree; the "Bugli" product shows a unique luster of metal; even the shiny marble products are combined with crystallized glaze technology to sparkle under the light; Each product has a high degree of recognition, and each one is worth savoring.
二
Inspired by natural marble
But more stunning than marble
As the pioneer of the marble tile category, Jianyi seeks inspiration and innovation in nature, not only perfectly replicating the natural texture of marble, but also standing out with its superior performance. The large-scale "Bihai Jialan" products on the floor of its Guangzhou Design Week booth have green and blue patterns, just like the waves on the endless sea. The "Wizard of Oz" products applied on the background wall have rich colors like oil paintings. , from which you can see the scenery of green mountains, plateaus and wheat fields. Jian Yi combines infinite joint patterns with dense seams to restore the flawless natural beauty.
As early as 2018, Weimei L&D cooperated with Italy's top slate equipment manufacturer to develop 5 types of 6mm slate. In 2021, Weimei L&D has selected Pantone's 2021 popular colors and main features We conducted in-depth research on color and deconstructed the luxury stone layer by layer to achieve a precious wide color gamut of schist stone slabs to achieve true natural luxury. At the Guangzhou Design Week, Weimei L&D launched a new product "Feitian Rock". Its texture is derived from three luxury stones. It presents three beautiful colors of cloisonné, snow fox white and snow bottle red on a rock slab.
Marco Polo held the "Vientiane·New Rock" 2022 new product launch conference on December 6, launching three independently developed core technologies - the world's first 3mmSPT intelligent polished shiny slate, Marco Polo curved slate and AI randomization Infinite joint technology. As soon as Marco Polo's 2022 new products were unveiled at Guangzhou Design Week, they attracted countless fans with their more complete specifications, more realistic texture, richer colors, and more excellent performance.
三
Recovery of national self-confidence
Pay tribute to and inherit Chinese culture
Mona LisaAt the exhibition, oriental aesthetics will be further interpreted by connecting the profound heritage of traditional culture and art with the simplicity and elegance of modern style. Among them, "Intoxicating Blossoms" was created by Mona Lisa and the famous lacquer painter Su Xing, "mixing" modern fashion elements, colors and traditional lacquer techniques; the other work "Awakening" was created by Monna Lisa Na Lisa teamed up with Zhang Jie, vice president of the Sichuan Academy of Fine Arts and director of the China Oil Painting Association, to create a poem that integrates poetry and painting, expressing the dialogue between the poet and nature through colorful and flashing color blocks; 》In the painting that looks like rocks but not stones, you can vaguely see the peaks and mountains, just like the short boats of the boats, and the green water meandering in front of you, creating a transcendent artistic conception.
Nobel also displays oriental artistic conception through its products, such as "Bamboo Shadow Whirlpool" and "Dunhuang Flying Sky". Its new concept products were officially released at Guangzhou Design Week. The ancients believed that "bamboo is indispensable for living". The "Shadow" series launched by Nobel is like the light and shadow of bamboo poles blurred by fog, restoring the bamboo forest landscape with rising mist after rain. The "Dunhuang Rock Color" series is inspired by the layers of earth exposed after the murals fell off, and uses a bare skin interface to restore the true nature of the Dunhuang Flying Apsaras legend.
In order to recreate the glory of Chinese civilization, Guanzhu has launched new products such as "Kiln Treasure Dragon Vein", "Dunhuang Series", and artistic porcelain paintings. Among them, the "Kiln Treasure Dragon Vein" series combines modern craftsmanship and trendy design, vividly replicating the texture of the kiln's dragon scales with the image of dragon; the "Dunhuang Series" incorporates elements refined from characteristic cultural symbols such as murals and silk paintings to continue the classics of Dunhuang Aesthetics; not only that, Guanzhu also cross-border collaboration with artist Chen Wei, using artistic brushstrokes to create oriental art porcelain paintings "Longteng Hua Mai·Exploring Pearls" and "Longteng Hua Mai·Yue Dance", making the national trend and national life more close.
四
Black technology products make their grand debut
Explore new ideas for future home furnishings
As soon as the news came out that Big Horn Deer brought super wear-resistant tiles to Guangzhou Design Week, major media rushed to report that Big Horn Deer was No. 1 in the field of super wear-resistant ceramic tiles. , finally officially entered the field of rock slabs. At the exhibition, Dajiulu launched a variety of soft-light silk glazed rock panels, with specifications including 1200×2400mm. It is reported that its slate products apply the national patented technology of "Super Wear-Resistant Diamond Glaze" created by Bighorn Deer. The wear resistance is 3 times higher than that of ordinary slates. With such hard-core performance, it instantly killed many competing products as soon as it appeared.
As the new masterpiece of Jinsi Yuma in 2021, Jinsi Yuma K Gold 5.0 series-K Gold Starry Sky Slate also attracted much attention at Guangzhou Design Week. With the blessing of its exclusive invention and patented technology - starry sky luminous dry particle technology, the slate is given a starry effect. When the lights are turned off, it seems to have traveled to the vast universe. It is worth mentioning that the K-Gold starry sky slate series products not only have rich patterns such as cloth grain, wood grain, and leather grain, but also products in professional application fields such as K-Gold starry sky wall panels.
Since Dongpeng Holdings signed a strategic cooperation with Yuanxi Technology, it has launched graphene electric heating technology products. At the exhibition, Dongpeng launched its exclusive core patented product - graphene smart heating stone panels. It is reported that this product can be widely used in walls, background walls, floor decorations, countertops and other fields. It interprets the new heating concept of "one wall warms one room" in the home space and overcomes many pain points of current heating users.
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"Homogeneity used to be a common problem in the entire ceramic industry, plaguing the development of every ceramic company. Now, after several years of fierce market scouring and continuous exploration by ceramic people, various brands have begun to identify their own differences and propose Yan Lijian, general manager of Jinduo brand, said in an interview with Zhongtaojun: "Only by adapting to the market with our own understanding and actions can we leave a deep mark on the industry and survive the fierce survival of the fittest. Come down."
As consumer demand continues to escalate, how to accurately identify the aesthetics of the development of the times and conduct exclusive analysis, and finally apply it to product innovation, may be one of the challenges for current and future ceramics companies. Big important lesson. It is not difficult to find that those brands that are the first to have this awareness and take action can stand out with their products even at a design exhibition.
(Author: Hong Xiaochun)
