Text/Catran
On the afternoon of October 19, 2020, the "Design and Intangible Cultural Heritage" Grice Intangible Cultural Heritage Integration Project 2.0 documentary premiered in the world area on the first floor of the exhibition hall of Grice Headquarters. The Grice Intangible Cultural Heritage Integration Project Experience Officer Chen Jiajun (Director of CIID Interior Design Branch of the Architectural Society of China, Founder/Design Director of C&C Yizhi Design Group) and other designer representatives, as well as Grace Ceramics brand marketing director Lin Xiaoxia, Grace Ceramics Marketing Director Cao Jianhui and other brands Representatives and dozens of media representatives attended the screening.
Through the lens, we deeply explore Grace’s original intention of integrating with intangible cultural heritage, and its determination to use the power of design to create a cultural space for practice. The on-site guests discussed the topic of [Design and Intangible Cultural Heritage] and analyzed the promotion and application prospects of Glaise Xiangyun yarn ceramic tiles from the perspectives of aesthetics, market trends, space applications, consumer preferences, etc.
The first step to create intangible cultural heritage IP with operational thinking
——The integration of Grace ceramic tile products and intangible cultural heritage Xiangyun yarn
Grace Ceramics brand marketing director Lin Xiaoxia shared the Grace Ceramics intangible cultural heritage cultural integration plan with the title of "Operation Thinking to Create Intangible Cultural Heritage IP". From the beginning of Grace Ceramics, she paid attention to the intangible cultural heritage product Xiangyunsha. Then, how the two functions are integrated, and how they will continue to be explained in detail. The explanation also reflects the originality of Grace ceramic tile products and the positioning of brand culture.
Grace Ceramics Brand Marketing Director Lin Xiaoxia
It said: Grace's focus on Foshan's excellent intangible cultural heritage - Xiangyunsha (莨丝) can be traced back to 2008. In 2011, it successfully developed "Xiangyunsha Yaguang Glazed Ceramic Tiles and Their Production Methods", and at 20In 2014, we officially obtained the invention patent authorization for "Xiangyunsha Tile Manufacturing Technology". In April 2019, the first generation of Grace Xiangyun Sha ceramic tiles made their debut at the China Ceramics Exhibition, and the "Grace Intangible Cultural Heritage Integration Plan" was officially launched. The successful launch of Grace's fragrant cloud yarn tiles is the achievement of Grace's intangible cultural heritage integration plan and another big step for the brand to implement its differentiation strategy. It has also won the trust of designers and consumers. Loved by people, Grace Xiangyunsha ceramic tiles have gradually become the iconic image product of Grace.
The second step to create intangible cultural heritage IP with operational thinking
——Upgraded research and development of the second generation Glacier tiles
"The meaning of operation is to integrate a bunch of complex technologies, affairs, and processes into a simple product. Give the user a simple user experience and leave the complexity to yourself." You know, Grace Ceramics brand From the invention of the production process to the first brick entering the market, it can be said that it took ten years of hard work. During this period, the craftsmanship, technology, design, and packaging embody the wisdom and efforts of countless Grace people.
Event site
Regarding the upgraded research and development of the second generation Xiangyunsha ceramic tiles, Lin Xiaoxia continued: The Grace ceramic tile brand will start from consumer value, work backward from the application and design of ceramic tiles, and restart the discussion of the intangible cultural heritage integration plan. . Therefore, in the upgrade and development process of the second generation Xiangyunsha ceramic tiles, the brand is no longer limited to the "physical appearance" of Xiangyunsha, but has established the core prototype of Xiangyunsha's craftsmanship and texture, from design aesthetics, space Based on the principles of innovation and upgrading of the value and dimension of decoration, we draw inspiration from trends in daily life and international fashion to design a variety of unique textures rich in meaning, and combine them with the modern and popular Morandi and INS style colors to refine 6 major colors. In this way, Grace Ceramics will successfully launch the second generation concept new product of Grace Xiangyun Sha Ceramics at the Tanzhou Exhibition in July this year. The new product has subverted theEveryone’s understanding of the colors of traditional Xiangyun yarn.
However, in order to truly apply the new product to actual home spaces and commercial spaces and let consumers feel its charm, the brand has also simultaneously launched the "Intangible Cultural Heritage Integration Plan·Season 2" promotion activity. During this period, strategic cooperation was established with Shenzhen Modern Decoration, and public decoration designer channels were opened through the promotion of Xiangyun yarn products; it was developed and deeply cultivated in large-scale engineering projects such as hotels, hospitals, schools, real estate sales departments, chain restaurants, etc. Following fashion trends, we have created a powerful brand with comprehensive sustainable development and a sustainable and fashionable product system; we have also invited cross-border celebrities such as Zhang Shaojing, Qu Tingnan, Liang Yongbiao, and Chen Jiajun to serve as "Grace Intangible Cultural Heritage Experience Officers". Jointly participate in the intangible cultural heritage project and the application, creation, promotion and dissemination of Xiangyunsha ceramic tiles, such as the [Inheritance in Design] Summit Forum on August 18.
Finally, Lin Xiaoxia said: In the future, Grace Ceramics will continue to deliver cooperation results in product research and development applications, joint space development, design course development, event exchanges and project introduction. Let dealers and users truly see the market value and bright future of Xiangyunsha ceramic tiles.
The Nth step to create intangible cultural heritage IP with operational thinking
——Promotion, dissemination...
For a traditional culture and skill to be certified as "intangible cultural heritage", in addition to confirming its historical and humanistic value, what everyone would rather see is that it is known and loved by more people in the new era. Renewing new vitality and finding a way to inherit and continue it, the same is true for Xiangyunsha. The guests on site watched the "Design and Intangible Cultural Heritage" Grice Intangible Cultural Heritage Cultural Integration Project 2.0 documentary.
Chen Jiajun, Experience Officer of Grace Intangible Cultural Heritage Integration Program
In order to explore the revival and development of intangible cultural heritage skills and build the design and dialogue of product space, Chen Jiajun, experience officer of Grace Intangible Cultural Heritage Integration Program (Director of CIID Interior Design Branch of the Architectural Institute of China)Shi, founder/design director of C&C Yi Zhi Design Group) also gave a tasting and design sharing of Grace Xiangyun Sha ceramic tiles.
After the brand has done all the positioning and packaging, it continues to do well with service. Service is the beginning of sales. Subsequently, Cao Jianhui, director of the marketing department of Grace Ceramics, also explained the Grace Butler service at the event. It is reported that this is the terminal service system that Grace Ceramics has reorganized in 2020 based on market changes and needs. Starting from November, combined with the Double Eleven national promotion activities, "Grace U Butler" will be gradually implanted in each terminal store. The service system improves services from three dimensions: pre-sales, in-sales and after-sales, in order to enhance brand reputation and seize market share. Grace Ceramics will regard the service system as the terminal service standard of the Grace brand in the future.
We sincerely believe that Grace Ceramics creates intangible cultural heritage IP with an operational mindset, starting with the end in mind, and taking the delivery of consumer value as the original intention of our marketing. Grace Ceramics’ intangible cultural heritage plan will go beyond incense Yunsha ceramic tiles are not limited to space, but have infinite possibilities and can go further.
