In the increasingly fast-paced modern city, what we want is not just survival, but life. As an international strategic brand under the New Pearl Group, Samit Ceramics advocates the brand concept of "design + life", always lights up life with design, makes more comfortable comfort a reality, and creates "design + life" for consumers. "The Mercure space.
At the Foshan Tanzhou Ceramics Exhibition held on July 20, Samit Ceramics co-branded the famous "Doraemon" animation IP to carefully create the "Stone Slab Idealist", which became a hot topic in the industry. What innovative technologies did Samit bring to this exhibition? What kind of strategic layout will you have in the designer channel next? With these questions, China Ceramics Network specially interviewed Zhao Zhibin, marketing director of Samit Ceramics, to talk about the latest developments in the ceramic tile market.
1. The introduction of well-known animation IP made the Summit Exhibition Hall extremely popular
Summit’s “Slate Ideal Home” site< /span>
Q: What are the highlights of the slate idealists brought by Samit at this exhibition?
Zhao Zhibin: Our theme this time is called "Walking with You". We are also the first company in the domestic ceramic tile industry to introduce well-known animation IP. Taking advantage of this exhibition, we will focus on the warm and lovely "Sprouting Garden" series of products, and use the story of Doraemon to travel to the future to help Nobita and Shizuka build their ideal wedding room in the future, as well as the application of the latest slate and high technology. Home, allowing our audience to experience the warm and intelligent ideal home space for themselves.
Q: In this "Slate Ideal House," how does Samit lay it out to attract viewers?
Zhao Zhibin: As soon as we entered the door, we set up a more eye-catching scene - the time shuttle. Doraemon, Nobita and Shizuka took this shuttle to travel to the future world. This scene has become a popular spot for internet celebrities to check in at the Tanzhou Exhibition. After coming in, we designed future home scenes based on Doraemon elements, slate products, and slate processing technology. Here you can experience the entire living space including the living room, bedroom, kitchen, and bathroom.
Q: Please introduce what Samit brought this timeDoraemon co-branded tiles? In addition, what other special products does Samit bring?
Zhao Zhibin: Currently, Doraemon's co-branded products are mainly used on walls. We also use different design techniques and combined with supporting products to show its application effects.
In addition to Doraemon's co-branded products, Samit's rock slab series is also very rich. For example, the newly launched "Bazaar Neon Color" color brick series is very rich in color and has a wide range of application scenarios as slate, so we combined it with Doraemon products and combined it with the designer's unique design. The integrated application scenarios of walls and floors in bedrooms, living rooms, and kitchens, including kitchen backstops, are shown to everyone. You will find that a piece of rock slab is not only guaranteed to be anti-fouling and wear-resistant, but also beautiful and tasteful. , Upgrade.
2. Pay attention to consumption experience and explore new aesthetic space
Q: What kind of lifestyle does Yanban Ideal House want to convey?
Zhao Zhibin: Samit has always adhered to the concept of "design + life". Whether it is home or life, we all need a certain sense of ritual.
Design is to make consumers' lives better, which is our brand philosophy of Samit. The reason why we introduced Doraemon’s animation IP this time is also a new attempt of this strategy, which makes our design more thematic and touches the hearts of consumers.
In addition, it is cross-age and cross-border, and it represents people’s beautiful imagination of love, companionship, and future technology. Therefore, the launch of Doraemon co-branded products this time is also the launch of Samit brand. New attempts at product, marketing, and communication levels are important strategies for brand upgrades.
Q: The post-85s and 90s generation are emerging as the main force of consumption. For these groups, how does Samit adjust to cope with the new consumer market?
Zhao Zhibin: The needs of consumers themselves are constantly changing, and their knowledge, understanding and requirements for ceramic tiles are very different from the past. This requires us to make adjustments in all aspects. In addition to achieving basic quality stability, size, color, application scenario development, and services all need to be upgraded.
The new generation of consumers pay more attention to the overall effect and like to find decoration companies or designers for customization. This is a new demand point and the direction of our upgrade.
As a ceramic tile brand in the building materials category, Samit is committed to providing consumers with overall solutions. For example, the "3624" all-round service system we implement focuses on floor-to-ceiling paving services for rock slabs, which solves the problems of rock slab transportation, design, upstairs paving, and maintenance.
Samit has also spent a lot of effort on brand building this year, and will conduct extensive advertising on CCTV, CCTV's "Economic Voice" and other media, as well as in dozens of high-speed rail stations, airports, and airplanes. In addition, our own self-media is also being fully promoted.
3. Crossing the river by feeling for the stones, moving forward with determination and innovation
Q: The Wonderland Hazy Forest immersive interactive experience area jointly created by Summit and CT.LAD Digital Experience Design won the 2021 American Muse Design Experimental and Immersive Gold Award. Can you talk about it in detail?
Zhao Zhibin: What we advocate is an open and return to nature life. The Hazy Forest is an outdoor forest scene created in a closed exhibition hall through digital techniques such as holographic projection and digital technology. What makes this outdoor forest scene different from previous pictures or videos is that it is somatosensory and interactive. It is divided into three scenes: morning, noon and evening. You can walk around on it and feel the changes in the corresponding scenes, such as birds. , butterflies and fireflies appear. This design approach and technical scene application were highly praised by visitors and unanimously affirmed by the judges of the American Muse Competition, winning the gold medal.
Q: What does winning this award mean to Samit?
Zhao Zhibin: This is an affirmation and encouragement for our concept of “design + life”.
The very important culture of the Samit brand is that we have always advocated exquisite life, which not only meets the basic hard needs of consumers, but also meets their high-level design, quality of life, emotional and cultural needs. This is also an inevitable trend of future consumption upgrades. By adhering to this concept and exploring, the connotation of our brand will become richer and richer, the brand gene will become more and more solid, and consumers' recognition of our brand will become more and more distinct. Perseverance will definitely pay off.
4. Break product homogeneity and consolidate brand genes
Q: What new trends have emerged in the ceramic tile industry in recent years?
Zhao Zhibin: Rock tiles, as well as pan-home furnishing and omni-channel, are now relatively big trends. As one of the leading brands, Samit will also keep up with the trend.
Q: How does Samit find a path of differentiation under the homogenization of products in the ceramic tile industry?
Zhao Zhibin: Today is the best example. All the exhibitors at the exhibition are ceramic tiles, but Samit should be the most distinctive and impressive one. Every brand has its own strategy, and Samit will also build its own brand strategy, including product innovation and marketing initiatives. I believe we can find a differentiated path.
