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 Ceramic Theater, the headquarters base of China's ceramic industry. In the current environment of serious market homogeneity, the porcelain plate aimed at the cut where stone was in short supply, and successfully developed a 2cm whole-body sandstone porcelain plate through repeated experiments. And in this new product launch, it made its debut and became the focus of the media and merchants. A reporter from Zhongjie Network interviewed Mr. Zhuang Dehui, the marketing director of the porcelain plate, to explain the story of the innovation of the porcelain plate brand.

Interviewee: Zhuang Dehui, Director of Porcelain Board Marketing

        Zhongjie: Hello! Thank you for accepting the interview with Zhongjie. How do you understand the theme of this event, "Amoy Life"?

        Zhuang Dehui: What I think of "Tao Life" is: change at any time, and develop new products according to the needs of consumers. "Tao" is because our products are closely related to people's lives. Every manufacturer produces products that cannot meet the needs of consumers will inevitably be eliminated. "Life" is the needs of consumers and 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. Now the requirements of life are upgraded to comfort, nature, environmental protection, especially environmental protection, and green. In the past, we pursued grandeur, but now we pursue returning to nature. These are the reasons why wood grain bricks, stone grain bricks, and antique tiles are becoming more and more popular. Connecting ceramics with life is "Tao Life".

        Zhongjie.com: Where is the "new" reflected in the new products exhibited this time?

        Zhuang Dehui: The new product we showcased this year is the whole body sandstone. In previous years, the exhibition focused on promoting 2cm thick porcelain plates. The main purpose of our promotion of 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, we launched a new product on the principle of 2cm thick - the "sandstone" series. Sandstone is a whole body fabric product. After cutting, the texture of sandstone can be seen from any angle. Because when using natural sandstone decoration, it is often necessary to cut edges or chamfer bricks. If it is not a whole body product, it will give people a feeling of duplicity. And the upgraded new product, no matter where it is cut, has the texture pattern of the sandstone itself. We imitate stone, not only to imitate the texture of the stone itself, but also to surpass the stone in performance. In terms of strength, the national standard stipulates that it should not be lower than 1300N, while sandstone can reach 8000~ 9000N, which is more than 4 times that of ordinary thickness porcelain bricks and more than 6 times that of natural sandstone. Even compared with natural granite with higher strength and hardness, it is also 1~ 2 times higher, which means that the strength of 2cm porcelain plate is equivalent to the strength of 4~ 6cm stone. Sandstone has the changeable texture and texture of natural sandstone, but it is also higher in strength than natural sandstone, uniform in color, and does not absorb stains and is easy to clean. These advantages will bring real benefits to consumers in practical applications.

        Zhongjie: How are the new technologies and processes of these new products achieved? What is the design concept?

        Zhuang Dehui: Our design philosophy is green and environmentally friendly. In the field of porcelain plates, there are mainly two directions. One is to make them thin, and the other is to make them thick. Both directions jump out of the fierce competition in the original ceramic tile field and target the professional market. We adjusted our competitors to stone because stone causes serious environmental pollution and damage during mining, and waste is not fully recycled. Replacing natural stone with sandstone reduces environmental pollution. In addition, we added 25% to 40% of tailings to the billet, which not only recycles the tailings and turns waste into treasure, but also green production in the production process, recycling wastewater, waste gas and waste. From the perspective of green environmental protection, we have truly achieved great green and great environmental protection.

        Zhongjie: The market was relatively cold in 2013. How did you respond to 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 as long as the product has a unique selling point and can provide consumers with more benefits, the company has developed very well. Jianyi Ceramics launched the "marble" series, which has received a lot of response in the industry and is 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, not to satisfy anyone, but to target 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 to be refined and strong in 2cm porcelain panels. To this end, we have invested huge energy and funds in Product Research & Development, established close cooperation 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: After the release of this new product, what are the corresponding promotion strategies for your new product in the Chinese market? How can more consumers accept the new product sandstone?

        Zhuang Dehui: At present, there are 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 plate exhibitions, etc.; the third is to organize promotion meetings with designers and experts in the industry all over the country; the fourth is to cooperate with high-end curtain wall construction companies; the fifth is media and advertising promotion.

        Zhongjie: What is the biggest feeling of participating in this new product launch? What are your suggestions?

        Zhuang Dehui: This new product launch is very novel and creative. The new products displayed on site have their own characteristics. In terms of products, more than 50% of our company's products are original. But originality does not mean fiction. 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 from our peers.