China Ceramics Network reporter: Xiaochun As an original Italian design brand, Boensa Ceramics has always adhered to the concept of "craftsman spirit, chic life", using technology and design to build buildings The space provides fashionable, artistic and luxurious home solutions, advocating a unique and fashionable living life. In April this year, Baoensha Ceramics won the honor of "Top Ten Modern Brick Brands" by virtue of its good corporate reputation and excellent service capabilities. We believe that a good brand is inseparable from a discerning leader. In this regard, we interviewed Li Zhijian, general manager of Baoensha Ceramics, to explore his views on the industry and market.
▲Li Zhijian, general manager of Baoensha Ceramics
The career of a ceramic person - focus and persistence
Reporter: When did you first get involved in this industry?
Li Zhijian:I entered the industry two thousand years ago. I first worked in production management for three years, and then switched to sales. It is also because of this experience that I have always paid close attention to consumers' demands for products.
Reporter: For you personally, do you have any mission or belief that you have always adhered to in this industry?
Li Zhijian: Speaking of mission and belief, I have been in the industry for nearly 20 years. It would be unfair to say that I have no feelings for this industry.Fake. My goal has always been: "Lead a group of people to accomplish one thing and solve the needs of another group of people." It is not that simple to complete this sentence. In this process: this group of people, the team, must To grow; this means that the brand needs to be promoted; another group of people, the consumers, need to get satisfactory products and services.
Reporter: Speaking of the growth of the team, as a senior, what do you think of the post-90s generation who have just entered the industry? Any advice for them?
Li Zhijian: Nowadays, in these post-90s generation, we can always see the shadow of when we first entered the industry, but this group is different from the people of our time. The post-90s generation has better knowledge and acceptance of new things in the Internet field than we do. Therefore, today’s young people should make good use of this advantage, set a goal, identify a direction, and persist in doing one thing.
What I mean by persistence is not blind persistence, but persistence in doing valuable things that you think are right. In this industry, you need to stick to it for at least two or three years to have a deeper understanding of the industry and accumulate experience. Only then can you accurately plan your career and have the motivation to move towards your goals. Here is a quote from Dr. Yin Hong: "In another 20 years, the ceramic industry will still be a sunrise industry." Therefore, this industry still has a lot of room for development to allow young people to realize their dreams.
▲Snapshot of Baoensha Tile Showroom
The relationship between product and design - ceramic tile is just a material
Reporter: Cooperation between the ceramic industry and the design field has become more and more common in recent years. How did youWhat about the relationship between product and design?
Li Zhijian:First of all, ceramic tile products are a kind of decorative materials. They do not come with any style, like marble tiles. As long as they are used reasonably, they can be used When used in European-style home decoration, it is European style, and when used in new-Chinese-style home decoration, it is New Chinese style. This is also the characteristic of "semi-finished" decorative materials such as ceramic tiles. A long time ago, in our communication with Italian colleagues, we found that they never deliberately set the attributes or style of a product. They are better at exploring the spatial application of products. Similarly, I don’t think we, Bao Ensha, should do this kind of “self-limitation” thing. On the contrary, we must improve the depth of the product and improve the width of the product space application based on customer demands.
Although products have no style, products must have clear category positioning and product symbols, otherwise everything on the market will be homogeneous. So what is this symbol? It is the recognition of the product itself. For example, it can be terrazzo, wood grain, etc. Through product process innovation, we can make terrazzo, wood grain tiles and other products to the extreme, thus widening the distance from similar products and shaping the product. own product symbol. Baoensha has always been committed to creating a unique symbol of its own products, because we clearly realize that ceramic tiles are just an element and a material in the entire space design. Only by combining various decorative elements can a complete design style be achieved. , so the final effect of the product must be presented through design.
▲Snapshot of Baoensha Tile Showroom
Why ceramic slabs are a popular trend
Reporter: The market is getting bigger and bigger. Do you think this is a trend?
Li Zhijian:The reason why large boards have become a popular trend should be interpreted from another angle: First, the advancement of current production hardware and process technology has provided the production conditions for large boards ; The second is that we can no longer understand ceramic slabs in the way they used to be used to lay walls and floors with ceramic tiles. Ceramic slabs are a kind of board made of ceramic tiles as a material. They can be widely used in home spaces, including making. It can be made into countertops, cabinets, etc.; the third is the current limiting factors on raw stone due to environmental pressure, coupled with the advantages of ceramic materials such as being lighter and thinner, having low construction costs, and being suitable for mass customization. Public commercial spaces in the future will take the lead in using large ceramic slabs. to gradually replace stone.
At present, many people are worried that the popularity, processing and construction problems of large-sized ceramic tiles will hinder their development. In fact, they are a bit worried. In reality, the main body of the product often comes first, and then a series of supporting products appear. It's like, first a mobile phone was produced, and then tempered films, mobile phone cases and other supporting things appeared.
▲Snapshot of Baoensha Tile Showroom
Baoensha Tile is a modern and simple ceramic tile brand specializing in modern style. Its product specifications and categories are very complete. The reporter learned that the new products launched by Baoensha Tile this year include:
Porcelain straight edge wood grain tiles
Fashionable modern bricks
▲Bonsa ceramic tile products
The magic weapon for ceramic brand upgrade - make good products and focus on positioning
Reporter: To sum up the changes in the industry market in recent years in a few words, it is channel fission. How do you think the brand can complete the upgrade in this environment?
Li Zhijian:In fact, it is the demands of consumers that are guiding changes in the industry. As people improve their home aesthetics and change their lifestyles, they now pay more attention to ceramic tiles. The decorative and functional properties of the product have prompted iterative updates in the ceramic tile production process. The fission of channels has allowed our industry to return to the essence of business—products. The incremental market in the ceramic industry has passed. Now everyone is dealing with the stock market. Only by deeply cultivating the market and making solid products can we get a share of the existing market share. There are two most important magic weapons for brand upgrade: thoroughly research the product, make it more refined, and increase the added value of the product; and continuously improve the market service capabilities of your own brand.
The prerequisite for a brand to upgrade is to clearly understand its own positioning and match the target consumer group. The positioning of a brand requires a long-term vision and execution determination. It is not like being an Internet celebrity. This requires thinking about whether the company will still have value and development prospects after many years. Baoansa Ceramics has identified the emerging middle class. This group of young and powerful people has a taste in life, consumption power and an international vision. Fashion is something that is common in the pan-home furnishing industry and even in global circulation products. It is precisely because we have identified this young group whose vision is in line with international standards that the brand will have a clear positioning, and then come up with good products and services, and use complete solutions to more accurately solve consumers' demands and pain points. Therefore, a good brand cannot be separated from the word "focus".
▲Snapshot of Baoensha Tile Showroom
In this interview, the reporter found that no matter whether a person walks in the world or a brand is based in an industry, they must bear in mind the eight words "ambitions are as good as gold, and hearts are as solid as stone". Believe in the future, Baoensha Ceramics will continue to innovateand strives to move forward, using the spirit of craftsmanship to bring chic life to more consumers, becoming a leading ceramic tile brand in modern style and commercial space design.
