The national tide is rising and rushing forward.
On the afternoon of October 22, the opening ceremony of the 2021 National Trendy Cultural and Creative Design Forum and the Second Trendy Product Festival "Harmony and Beauty·Common Trend" was held at the Design Island Material Library.
This event is hosted by Huaxia Ceramics Network, hosted by Oriental Impression Art Museum and Design Island Tile Library. It is also supported by the 2021 Second Original Fine Ceramics Invitational Exhibition and Foshan Xiangyang Culture Development Co., Ltd.
This Guochao Cultural and Creative Design Forum specially invited Lao Niu, editor-in-chief of Huaxia Ceramics Network, Ji Ying, co-founder of Foshan Xiangyang Culture Development Co., Ltd., and Chen Fangen, general manager of Eagle Brand 2086, to express their views on "Guochao" and "Guochao" The relationship between keywords such as "original" and "IP" has been discussed.
In addition, the event also invited Tan Haoshen, director of the Oriental Impression Art Museum, Lu Daming, founder of Foshan Xiangyang Culture Development Co., Ltd., Han Ke, general manager of the brand operation and management center of Foshan Oceano Ceramics Co., Ltd., Foshan Ceramics Art master Zhao Guochun, Chinese Impressionist Fauvist painter Wu Yanwen, Foshan Hongyitao ceramic art designer Guan Zongyi, former host of Foshan TV Zhu Junping, 90+ light trend modern brick founder Zhou Rongbiao, Taoyu Design founder Xu Liyu, Xima Home Furnishing Chairman Yang Chaohui, Chairman of Guangdong Yuesikang Agricultural Development Co., Ltd. Zhang Pin, General Manager of Tiangu Ceramics Luo Weiye, General Manager of Yueqiang Brand Sales Xie Fanglin, New Pearl Group Third Marketing Center Marketing Director Lin Xiaoxia, Haosheng Enterprise Marketing Department Professional guests such as General Manager Yuan Qinghui, Eagle Brand 2086 Marketing Director Li Weidong, Cortona Ceramics Design Director Zhou Xingfu, Taoyu Design Director Xu Ziming and other professional guests participated in this immersive cultural feast and conducted in-depth discussions on the new national trends. .
▲Event host Pan Chunhua
It is worth mentioning that this event was also held in the form of a live broadcast, which received heated discussions and attention from many off-site audiences, with thousands of followers.
It must be said that this event once again brought the "national trend" into the industry's attention.
01
The second trendy product festival kicks off:
Continue to discover/shape/guide the "beauty of ceramics"
In recent years, with the strengthening of China’s cultural confidence, the support of national policy dividends, the improvement of the quality of Chinese manufacturing, and the growth of the new consumer power of Generation Z, the “national trend” has already broken through its original meaning and evolved from a trend to a trend. Derived from the circle, it grew into the power of the tide.
Therefore, this event started with the opening ceremony of the second Fashion Festival.
▲Tan Haoshen, curator of Oriental Impression Art Museum, Chen Fangen, general manager of Eagle Brand 2086 Marketing Center, Ji Ying, co-founder of Foshan Xiangyang Culture Development Co., Ltd., and Han Ke, general manager of the Brand Operation and Management Center of Foshan Oceano Ceramics Co., Ltd. , Lao Niu, editor-in-chief of China Ceramics Network, Foshan ceramic art master Zhao Guochun, Chinese Impressionist Fauvist painter Wu Yanwen, Foshan Hongyitao ceramic art designer Guan Zongyi, and former host of Foshan TV Station Zhu Junping served as guests at the opening ceremony
As we all know, the first trendy product festival was an event launched by Huaxia Ceramics Network in July 2020.
As for the second consecutive holding of the Fashion Festival, Lao Niu said in his speech that this year, affected by the overall explosion of raw material prices, power outages and production restrictions, and the Evergrande incident, the industry is filled with a lot of "negative energy", but As a media, its main role is to lead and discover. In particular, we must discover "beauty" for the industry, discover "trendy products" and "trendy brands", and connect them with designers and consumers.
Therefore, we hope that projects such as Huaxia Ceramics Network’s “Trendy Products Festival”, “Discovering a Good Brick”, “Original Fine Ceramics Invitational Exhibition”, and “Source of Innovative Materials” mini-programs will gradually form a greater momentum in the industry. IP, so as to explore and carefully select trendy brands and original products.
In addition, at the "Golden Brick Awards" that will be held grandly at the end of this year, Huaxia Ceramics Network will also raise the selection threshold and strive to let the industry see more excellent brands and products.
In the next two months, the Trendy Product Festival will also visit the corporate headquarters exhibition hall to continue to discover and recommend trendy products to everyone.
02
Lao Niu:
Originality is "inheriting and updating tradition"
“Chinese Original” is the need of the times
As the second fashion festival officially kicked off, the event also welcomed its first speaker - Lao Niu.
In his keynote speech on "Originality & Redefinition of National Trend", Lao Niu expressed his own opinions on "What is Originality" and "What is National Trend".
First of all, Lao Niu traced the "three forces" of the current brand development direction: product power, channel power, and brand power.
Among them, product strength includes technological innovation, quality management and product design, and most product design trends are inseparable from differentiation, personalization, innovation and originality.
Why these four major trends? Lao Niu explained that starting from 2016, we began to talk about the iteration of consumption, and the main consumers are getting younger. From the post-85s and post-90s to the current generation Z, consumption has begun to be stratified, and the dominance of consumption has begun to shift.
Looking back at the entire ceramic tile industry, the cliff-like decline in the market occurred in the second half of 2014, so it is said that before 2015, the market was dominated by producers;
With the rise of black, white and gray modern bricks in 2016, the market will be more dominated by consumers;
In 2021, the "era of individualized consumer sovereignty" has arrived, and its voice is getting bigger and bigger.
However, Lao Niu said that the "era of personalized consumer sovereignty" is not actually exercised by consumers themselves, but transferred to designers, who lead and represent consumers.
Although in the past two years, many first-tier brands have tended to be material-based and de-branded, and have focused on mass brands and consumer brands, at the same time we can also see the rise of many designer channel brands.
About this, Lao Niu pointed out that in the future, in addition to mass brands and consumer brands, some professional brands that are deeply involved in a certain category or positioned at the mid-to-high end will be regarded as design-driven brands. When these brands are launched on the terminal, more The most important thing will be the output of the whole case model, or the output of the product design in the form of a series, in order to finally present a finished product delivery model at the terminal.
Combined with the current form of the industry, as an industry that is highly tied to real estate, the emergence of the Evergrande incident will lead to the end of the "high turnover" real estate model.
Therefore, Lao Niu believes that the next five or ten years will be a period of profound transformation for China's real estate industry, which will also be the end of a large-scale B-end era for the ceramics industry.
But what we are talking about here is not that the big B-side will disappear, but that the entire big B-side will continue to differentiate and evolve, moving towards a more refined and advanced stage. Whether it can provide more personalized services will has become the key to this stage.
For example, personalized fine decoration and the urban renewal movement can be said to have ushered in the design-driven brands mentioned above, including Eagle 2086, 90+ and other brands present at this event. A period of opportunity for strategic development.
Lao Niu said that in summary, it can be deduced that originality is the demand of the times, and fine decoration also needs to be personalized.
And what exactly is originality? Lao Niu quoted a passage from a master, "Originality is a relative concept. Originality does not oppose tradition. Originality uses tradition as a reference, inherits and updates tradition; the goal of originality is to create new traditions, and originality can be achieved through, A new existence that can stay and develop is the prototype of a new classic and has social value of collective consensus."
Lao Niu also gave an example of Eagle Brand 2086 on the spot. Its ink Beijing brick series is actually an original creation based on the classics. It uses contemporary people's consciousness, aesthetics and craftsmanship to express our feelings on the basis of the original classics. Some of the ideas eventually formed a collective resonance.
There is also the Xiangyun gauze series launched by Grace. Ceramic tiles are the "skin" of a building material. If new technology and new aesthetics are used to combine with Xiangyun gauze, it will actually inherit and update the tradition. way.
In addition, Lao Niu alsoIt is pointed out that originality is solipsistic, but not exclusive, that is, original products are not unique to one family, and everyone will have a different presentation of the same tradition. Therefore, "in the future, 'Ink Painting Beijing Brick' may It will become a product category.”
Not only that, Lao Niu also said that original design is an ideology. The design is not formed by the expression of one or two elements, but can reflect the designer's thoughts and emotions in a product. , and his ideals.
Moreover, originality does not belong to a few people, but must have traffic and solve the problems of more young people.
And return to what is the national trend? Lao Niu believes that the national trend is Chinese originality, and Chinese originality is the confident and conscious expression of Chinese culture. Among them, the characteristics of Chinese originality include internationalization, localization, and modernization.
Finally, Lao Niu mentioned that China has now entered a design-driven era. Why is the theme of this event "Harmony, Beauty, and Evolution"? We hope that in the future, classics from all over the world can be used by us, and elements from the East and the West can be integrated with each other.
03
Ji Ying:
Establish a connection between the brand and classic IP
Form younger/softer product marketing
In the keynote speech of "National Trend IP Cultural Creation: Trends and Practices", Ji Ying said that cultural creativity is a trend that is innovative from traditional culture.
There are many types of cultural creation. Any product or ordinary sticker can be called cultural creation. But to achieve IP, it needs to be given a soul and be able to convey spiritual things to everyone.
Then why do we want to do IP cultural creation? Why do we say that IP comes first when advocating originality? Ji Ying directly pointed out that the value is huge and the returns are significant.
Ji Ying used the IP of a small county in JapanTake the image "Kumamon" as an example. Since its launch in 2010, the sales of derivatives in 2011 have reached 100 million, and by 2015, it has reached 5.7 billion. Because of this IP, a small county has been recognized and recognized by the entire world.
In this regard, Ji Ying said that with the development of national power, the national trend, the rising patriotic sentiment of the post-90s generation, and the upgrading of consumption, IP has become one of the breakthrough points for its commercial value.
So, what can IP bring to enterprises? Ji Ying believes that through the interconnection between IP and brands, soft product marketing can be formed to realize monetization between fans and businesses and deepen impressions, thereby conveying concepts and strengthening brand value; and it will be more controllable and The story is very interesting and the coordination is very high.
In addition, IP also has unlimited life. For example, Doraemon, hellokitty, etc. will have different changes in the minds of each generation. We can use these changes to cater to the aesthetic needs of current people and operate the method. You can add characters, constantly conceive new stories, and enrich the connotation of the brand.
As Ji Ying later introduced the trendy cultural creations of "Big Lion Brother" and "Big Head Buddha", they are based on the lion awakening culture of Lingnan core culture, which not only retains some traditional design elements, but also adds Some characteristics of modern life and emotions.
In addition, Ji Ying also pointed out that the same fashionable cultural creation will have many different shapes, and there will also be innovations in materials; under different situations, more design elements will be given, giving people unexpected surprises; Of course, trendy toys can also be linked across borders, such as with blind boxes, hip-hop, tea drinks, etc.
In short, an IP can evolve into countless content, can be used as merchandise, can be used as derivatives, and can convey the spiritual and cultural connotation that it originally intended to convey.
04
Chen Fangen:
Five steps to precision product development
Five Steps to Core Product Development
The ink Beijing brick series is an IP product of Eagle Brand 2086. Therefore, in the theme sharing of "National Trend Original: 5 Years of Beijing Bricks", Chen Fanggen first shared with you some of his journey of making ink Beijing bricks.
Chen Fanggen mentioned the reason for becoming a "Beijing Brick". He said that when a brand chooses to make a product, it will be analyzed from the perspective of the industry, market consumer demand, and the brand's own positioning.
From the perspective of industry development trends, China's architectural ceramics industry has developed for nearly 40 years and has formed a watershed so far: on one side are large-scale, capitalized enterprises; on the other side are personalized and differentiated enterprises.
Large-scale and capitalized manufacturing companies rely more on brands and product scale to achieve cost-effectiveness.
The personalized and differentiated brand is still driven by the design, craftsmanship and artistry of the product.
From the perspective of market consumption needs, as consumption iteration brings about consumption upgrades, consumers at this stage are more concerned about the quality, appearance, and feelings of products, and whether products can resonate with consumers. communicate.
From the perspective of the choice of brand positioning, different brand positioning has different demands for products:
When large-scale enterprises do product research and development, they will be required to be better and more precise than others, control costs, and enter the market through scale;
For some personalized brands, brands that take a differentiated route or use channels, they may pay more attention to the design, craftsmanship, display application, scene expression, storytelling, etc. of the product.
In this regard, Chen Fanggen said that at the beginning, Eagle Brand 2086 was positioned to meet the aesthetic and consumer needs of contemporary consumers, so our starting point was that it would be better to be different than better.
But there are many traditional Chinese elements. Why did Eagle Brand 2086 choose "Beijing bricks"?
Chen Fanggen revealed that bricks and wood are the main materials of ancient Chinese architecture, and the Forbidden City bricks are one of the most culturally representative products of China's interior building materials. Based on this, Eagle Brand 2086 was launchedThe research and development path of “Beijing Brick”.
Learning about Jingzhuan and excavating Jingzhuan from its origin, Chen Fangen introduced that since its establishment in 2016, Eagle Brand 2086 has created three generations of "Jingbrick" series and a Jingzhuan Art Museum.
The first generation of "Beijing Brick" is made through modern technology, using finely carved micro-molds superimposed on coarse dry particles and soft polishing to express the rough ore characteristics of Beijing Brick just after it comes out of the kiln;
The second generation of "Beijing bricks" shows the texture of Beijing bricks after being polished and splashed with ink;
The third generation of "Beijing bricks" shows the texture effect of Beijing bricks soaked in tung oil and sealed with glaze.
As for why we want to build the Beijing Brick Art Museum? Chen Fanggen said that it is difficult to express the cultural connotation of the entire series of products by presenting a single product.
When "Jing Brick" was developed into the third series, Eagle Brand 2086 established the Jing Brick Art Museum. In this museum, not only individual product materials are displayed, but more importantly, the products' contents can be systematically and displayed. Culture, to express the artistry of modern Beijing bricks in living space.
When it comes to the logic of product development, Chen Fangen brought everyone the "Five Steps of Precision Product Development" and the "Five Steps of Core Product Development":
Finally, Chen Fangen pointed out that "it is not spring when a single flower stands alone, but when a hundred flowers bloom, the garden is full of spring." That is, only if everyone works together can the market be enlarged and the "national trend" and "original" be better. He hopes that the industry Brands can be less price-competitive, more original and innovative, and play with national trends. Only then can all brands in the industry develop together.
05
11 professional experts discussed:
What is national tide? What is originality?
In the discussion session that day, many professional experts such as Tan Haoshen, Guan Zongyi, Zhao Guochun, Zhou Rongbiao, Yuan Qinghui, Yang Chaohui, Xie Fanglin, Lin Xiaoxia, Luo Weiye, Zhou Xingfu, Xu Liyu also gave in-depth views on the national trend. discussion.
Next, let us take a look at their wonderful sharing, please "appreciate" it carefully↓↓↓
Tan Haoshen
The opening ceremony of the Trendy Products Festival has been held for two consecutive years since last year. This year, I have learned a lot from the sharing of the guests!
Guan Zongyi
The national trend is the trend of Chinese culture, and the trend will flow back.
Our trendy products use crystallized glaze technology. It is said that this technology has been around for more than 600 years. Of course, this technology can also be applied to rock slabs, and when applied to trendy ceramic glazes, this technology appears More representative.
Zhao Guochun
Our trendy toy products are made using the slurry molding method. They are cut into separate parts and finally assembled together. After drying, they are then sprayed with glaze. The firing temperature is 1200 degrees, and the cycle is quite long.
Zhou Rongbiao
First of all, originality comes from your own ideas, not the product of copied ideas, and whether it is a national trend or a global trend, the underlying logic must eventually return to what the public likes and what looks good.
The Donghuali clay tiles of 90+ light trend modern bricks are inspired by the clay tiles used on the floors of many homes in the old days. The name "Donghuali" comes from the east of Lingnan Tiandi. Huali also has a history of nearly 300 years.
Of course, we will also incorporate modern trend elements, which can not only be used in oriental-style spaces, but other modern and simple styles are also very suitable.Favored by many consumers.
Yuan Qinghui
As a durable consumer goods brand, we hope to attract the attention of more young consumers. Therefore, our Melhao brand under Haosheng Enterprise has crossed over with the trendy clothing brand HEA to create a joint series to bring Foshan's lion dance culture to the forefront. Symbolic elements are applied to products.
We started working on this product in March this year, and the finished product was ready in July. Now, samples are being displayed in terminal stores across the country. At the Ceramics Expo held on November 8, we will also There is a HEA fashion brand booth in the Huaxia Pavilion.
The national trend I understand is that "country" is rooted in China. Whether it is traditional culture or contemporary culture, it is more of an attribute of China; "tide" is a trend that attracts more people's attention and likes.
In fact, in terms of the attributes of the ceramic tile industry, it is quite difficult to derive a national trend element or concept from the ceramic tile itself.
But this is actually a direction that the industry should work together to let more people see industries with less daily contact, see the products of this industry, and some new attempts in design.
Yang Chaohui
My understanding is that originality that suits you is the best.
Xima Furniture is positioned as an expert in wall solutions, so all our original creations are dominated by textured wall applications.
Xima has developed a product called Icing on the Cake, which integrates Chinese embroidery culture into large boards and rock slabs, and integrates some of the essence of embroidery into wall applications.
Xie Fanglin
How to understand originality? A subversive design, the incorporation of new ideas, or the addition of some technical “plagiarism” may all be considered original.
Because in the process of "plagiarism", innovating on the original basis is also a kind of originality. In fact, it means not excluding traditional things and integrating them with an accepting attitude.
An original thing must be thoughtful and cultural in order to have longer vitality and the sustainability of iterations.
So, we have always focused on "Cantonese culture" as a strong brand in Guangdong. Recently, more and moreCombine it with the Kung Fu culture in Cantonese culture.
Lin Xiaoxia
For originality, I think you must have your own things and your own thoughts. This cannot be copied by others. Although everyone is on this path, there will definitely be differences and distinctions. Thousands of people have different faces. .
But the original creation will not be made by me and others cannot, because only when a hundred flowers bloom can the garden be full of spring.
The other is national fashion, which includes several concepts, one is domestic products, the second is national style, and the third is national fashion.
How to understand the national trend? Among these three concepts, our domestic products are made in China, national style is a traditional cultural addition, and national fashion must form a trend or trend.
Just like Grace is now taking the road of inheriting classic cultural texture tiles, we want Xiangyunsha tiles to be used by consumers, who like to use them, use them well, and use them well. This is our original intention as ceramic tile makers.
And because ceramic tiles are a low-frequency consumer product, we can’t make something fancy. What we have to make is classic and durable products that pay attention to details and are exquisite.
Grace Tile has also made a lot of moves this year to promote the inheritance of classic culture. For example, in the 818 Intangible Cultural Heritage Manufacturing Camp, we teamed up with more than 50 KOLs and more than 500 KOCs to make some joint moves, in order to let the public When consumers see this brand, they also like this product.
Luo Weiye
Since its establishment in 2008, Tiangu has been adhering to originality.
The originality we understand is not what you have done or how much you have done, but what you have done well.
Just like some of the products we develop, we have been studying the visual characteristics of expressing some details in natural elements to make the products appear plain when viewed from a distance and colorful when viewed up close.
Zhou Xingfu
Our Cortona Design Company has been insisting on making original ceramic tile designs from 2014 to now.
Original design is a big and broad thing. The national trend is more often a social phenomenon. It is because of the strength of the country and the self-confidence of the nation, so we often want to be involved in it.
Our company is fortunate to work with Melco to co-brand HEA to create an original product, but to be honest, the real graphicsDesign is not difficult, the difficulty lies in how to make this thing shine with a soul and finally have its own unique temperament or characteristics.
In the past, we always pursued graphic design when doing design, but now it’s the other way around. Graphics should be done well. Before designing, we should first make a plan. Once we have the plan, we will make plans, then we will consider the cultural connotation, and then we will consider creating What kind of lifestyle, what kind of living space to create, and finally the texture and graphics of the ceramic tiles.
Xu Liyu
My understanding is that when making national fashion products, we must first consider its practicality. Making ceramic tile products is different from playing fashionable toys. Fashionable products can be very exaggerated to attract some young people, but Ceramic tile products are different. They must consider space application and express a lifestyle.
Of course, in addition to playing with Chinese culture when making products, today's young people will also prefer the collision of some combinations of Chinese and Western. We at Taoyu Design have been doing this. In addition to playing with Chinese elements, the national trend also You can combine Chinese elements with currently popular international elements.
Group photo of the event↓↓↓
