On the evening of October 27, 2022, Chen Gaozhao, the founder of Ferona Cement Tiles, was invited to participate in the "Chinese-Western Dialogue" 2023 International Ceramic Tile Fashion Trend Conference co-sponsored by China Ceramics Network and HBI as one of the mysterious guests.
Liu Xiaoming, editor-in-chief of Huaxia Ceramics Network, has a cross-border connection with Matteo Musini, heir of PANARIA GROUP and product manager of Italian LEA brand, and specially invited Wei Jiguo, founder of HBI, and Ferona Cement Tile founder Chen Gaozhao and three other mysterious guests discussed "international ceramic tile fashion trends" online in a live broadcast.
Several guests agreed that the brands on display this time are more optimizing the product structure, with the purpose of making high-quality series of products longer; and they shared the latest innovations in ceramic tile and equipment technology at the 2022 Bologna Exhibition. Several big changes.
A new trend in Bologna
(1) Tile texture
Return to nature. The textures of most products are closer to natural original elements, which are embodied in natural elements such as vegetation, flowers and leaves, marble, sandstone, cement, and limestone.
Natural elements such as vegetation, flowers, leaves, marble, sandstone, cement, limestone, etc.
Return to color. Plain and warm-toned ceramic tile products are very popular. Most brands weaken the texture of ceramic tiles and incorporate micro-textures to show rich or soft colors themselves, and even incorporate more humanistic elements. Among them, LEA's product design pays great attention to color and design, and the latest series of products are hand-painted by co-branded artists.
Warm plain color tiles
Material mixing. The innovative thinking of Italians allows them to boldly integrate nature with metal, leather and other elements to create more changes in product texture.
Fusion of nature and metal elements
(2) Specifications and processes
The 600*1200mm specification is still the mainstream of exhibitions, and the 1200*1200mm specification has become the dark horse at the Bologna exhibition, with traces all over the exhibition hall. According to the description of the product designer, the source materials are basically square textures of smaller sizes, which are enlarged to a size of 1200*1200mm in the same proportion, which can make the space application more grand and the texture of the product itself smoother.
Digital abrasives and digital glue dry particles are more popular. Through combined application, "delicate" and "rough" effects can be freely displayed on the same ceramic tile surface.
Texture fusion
There are more matte and soft-gloss products, and the colors are closer to natural. For example, wood grain products of various specifications and plain ceramic tiles with warm earth tones are very popular. Small-sized flower pieces with multiple craftsmanship, rich natural elements, and high saturation (green, blue, gold) appear frequently. Glossy surface products are still luxurious large or oversized sizes, and some oversized ceramic tiles/slate products express a sense of luxury through the high-frequency application of gold, silver, sequins and other elements.
Wood grain, warm plain colors, small size flower pieces, luxury large size products
(3) Equipment technology
It is understood that Italy has a strong awareness of environmental protection in terms of equipment technology and material application. Well-known companies are controlling the use of color materials and accurately expressing the color of their products through 5 to 6 colors. The cloth system has been upgraded, and the glazing process can achieve precise and measured glazing, achieving a controllable three-dimensional effect. Ball milling technology and cooperation with Chinese companies have broken through the solvent addition method and replaced it with water addition, which not only saves a lot of costs, but also achieves the effect of controllable ball milling particle size and greatly shortening the ball milling time.
Chen Gaozhao continues to "counter the trend"
After an hour and a half of communication, Chen Gaozhao, the founder of Ferona Cement Tiles, sincerely shared his continued "anti-trend" views with several other guests at the meeting:
Chen Gaozhao, founder of Filona Cement Tile
(1) One thousand people, there are a thousand "Bologna Exhibitions"
First of all, as a "product manager" who likes to study products, I personally like Bologna Exhibition very much. I can even call myself the "Promotion Ambassador of Bologna Exhibition". As long as there is relevant information and content, I will basically be very interested in it. Pay attention, I believe there are many people paying attention to this exhibition like me.
But in fact, everyone has different preferences, so the way and focus of paying attention to the exhibition are also different. For me, the simpler the product, the more it impresses me, so "a thousand people, there are a thousand 'Bologna Exhibitions'", this is what I call the "thousands of people, thousands of faces" perspective.
(2) One person has two sides. In the past, he focused on craftsmanship, but now he focuses on vision
Personally, due to the impact of the epidemic, when I watched the Bologna exhibition in the past, I was most concerned about the changes in product technology and what different presentation techniques it can bring to the product; but now, I pay more attention to product vision The changes, especially some micro-texture products, are simple but touching. During the communication just now, I really liked LEA’s “Pigmenti” series.
(3) There will be a new direction in products
I personally believe that there will be a new direction in the differentiation of product value and brand value.
In the past, every brand would have a flagship product series. Today, products have fundamental differentiated value for brands. When people use products, they focus more on their sense of identity with the brand, and the differences generated by product technology and product craftsmanship themselves will gradually be weakened.
Felona cement tile U series
Now Xiaohongshu, Douyin bloggers/designers, etc. are all focusing on how to satisfy consumers' preferences. Whether they are making products or services, they all start from the perspective of "altruism" rather than from the perspective of brand. Itself/the product itself tells consumers "how I am so good".
Traditionally, brands achieve value differentiation through the products themselves; I think the current trend is for products to generate different values through brand differentiation.
(4) The exhibition is a "vitamin", not a "heart-saving pill"
Back to the exhibition itself, I always adhere to the "counter-trend" idea: studying classic things is more important than studying popular things.
In the above-mentioned sharing of so-called trends, the color series mentioned are actually developed through the continuation of the classic series; there are also many micro-texture themes, which are not the first time they have appeared.
HERITAGE FOR THE FUTURE Ten Years Classic Ace Series
When we really get into studying the classic series, it is not difficult to make a good product, and the efficiency will be higher.
A very classic theme can bring more long-term value to the company. By studying classics to polish the brand product structure, and adding the value of the latest equipment, technology and material upgrades, it can help companies create better value and provide consumers with more value. Provide users with more products with a stronger sense of experience and more practicality.
I would like to use a more common metaphor: exhibitions are more like "vitamins". Regular consumption is good for our health;
