On April 21, 2022, Zhongtaojun was invited to visit the Tao Yuanshuai exhibition hall. Lai Gerong, brand consultant Lin Guangyun, Tao Yuanshuai tile brand general manager, and Zou Sijin, director of the new media business department of China Ceramics Network, had a face-to-face in-depth understanding of the product research and development of the Tao Yuanshuai brand. process, and explained Tao Yuanshuai series products to friends in the live broadcast room.
Lai Gerong (left), general manager of Tao Yuanshuai ceramic tile brand
Zou Sijin (middle), Director of New Media Division of China Ceramics Network
Tao Yuanshuai ceramic tile brand consultant Lin Guangyun (right)
Tao Yuanshuai Ceramics X China Ceramics Network
Interviewing
▇ Question 1: Zou Sijin: The first "new" of the "new first-line" brand is that the product must be "innovated". The product is actually a brand strategy, so what exactly are Tao Yuanshuai brand products? What innovation is there? In the context of serious homogeneity in the industry, what is unique about Tao Yuanshuai's products?
Lai Gerong: All categories meet the basic requirements of "practicality" and cannot meet the personalized needs of mid-to-high-end consumer groups; the sharp knife category closely pursues consumer needs and creates mantle rocks that value luxury and beauty. Two major series of sketches.
▇ Question 2: Zou Sijin: Since the launch of your "Lava Mantle Rock", have any other brands imitated it?
Lai Gerong:The research and development and reduction process (color development process) of each product are very difficult. Without the "original intention" and "craftsmanship”It is difficult to achieve a true 1:1 texture. Secondly, as we said, the selection of each marble is extremely difficult and cannot be found casually.
▇ Question 3: Zou Sijin: So how do you judge what kind of marble texture and color is the most perfect? I also want to know what kind of consumer group lava mantle rocks are aimed at?
Lin Guangyun: In the early stage, we mainly focused on demand orientation, first locating the consumer group, exploring the emotional commonality and life culture of this group, and finding out the spatial aesthetics of this group, so as to determine the label of the ceramic tiles. Lava mantle rock is designed according to the different generational needs of mid-to-high-end consumer groups. By the way, we will release Mantle Rock 3.0 Manshe on April 23rd, so you can look forward to it. ▶Lava mantle rock 1.0 is aimed at the X-generation benchmark "Luxury" ▶Lava mantle rock 2.0 is aimed at the Y-generation benchmark "light luxury" ▶Lava mantle rock 3.0 is aimed at the Z-generation benchmark "many luxury"
▇ Question 4: Zou Sijin: In the past two years, the trend of "plain mute" has emerged in the market. This plain simple style has the momentum to subvert the "bright" style. So what do you do? What do you think of this popular trend?
Lin Guangyun: First of all, I think that "bright and matte" ceramic glazes have always developed together. The popularity of plain and matte glazes is mainly due to consumers returning to the traditional aesthetics of simplicity and sophistication after a period of luxury, and "frugality is beauty." However, how long this wind can blow depends on the rationality of the industry. Each air outlet has size restrictions and flow restrictions. This is true for rock slabs and plain ceramic tiles.
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