“For stone companies, the power of Chinese customization is to forge products with the ultimate craftsmanship and pursuit of precision in the traditional industry, and to continuously explore and incorporate modern concepts into the innovative capabilities to give products multiple enabling spaces.”
——Ding Guoxing, President of Aurora Seiko Luxury Stone
The "Verona International Stone Exhibition in Italy" held in September every year is the benchmark for global stone exhibitions and one of the most actively participated events by all stone companies. On average, more than a thousand stone companies gather together. Display and exchange innovative ideas, trends and process technologies for the future development of building materials products; in such a gathering of elites, Ding Guoxing, president of Aurora Precision Luxury Stone, is always indispensable, and the Verona International Stone Exhibition is just Ding Guoxing’s domestic experience. Go to one of the many stops on your travels abroad.
Aurora Precision Luxury Stone, which was established in Italy as early as 2015, is committed to showing the high-end beauty of nature with artificial stone surfaces that highly replicate natural luxury stones. However, it was not officially introduced into the country until 2020. Become a member of the domestic haute couture industry chain. Although judging from the development trend of home consumers' demand for the customization industry in recent years, or from the high-quality, green and low-carbon development direction of the home industry advocated by the country this year, China's customization industry is in the rising stage of vigorous development. The haute couture industry, which has been at the forefront of the storm for the past two years, is developing rapidly on a high-speed track and growing rapidly. In order to promote the mature development of the haute couture industry and inject more vitality into the customization industry,In November, Sina Home 2022 "Discover the Power of China's Customization" visited Aurora Precision Luxury Stone to discuss how to use high-end artificial stone to better serve customers. Haute couture companies provide supporting services, how to promote and improve consumers' awareness of haute couture and help the efficient development of the haute couture industry. They had in-depth exchanges with Aurora President Ding Guoxing.
Haute couture is the presentation of ultimate craftsmanship and service
For the high-end customization industry in China, which is in a period of rapid development, even though there are many big-name companies entering the high-end customization track, the industry's positioning and standards for this segmented track are still in the exploratory stage. Big names have different opinions on the understanding and definition of haute couture, and many haute couture companies have not reached a consensus on the definition of haute couture. As companies do, consumers lack awareness of "haute couture". Surveys show that most consumers Some believe that high-priced customized products are haute couture.
Ding Guoxing believes that "high price" is only a subsidiary result of the special attributes of "extreme craftsmanship" and "extreme service" required for high-end products; in short Although the price of high-end products is indeed generally higher than that of other home products, high-priced home products are not absolutely equivalent to high-end products. “I think haute couture means that we should satisfy consumers’ demands for haute couture products in spatial applications to the greatest extent possible within the scope of technology. They should be more beautiful, textured, comfortable and functional. >etc., this is the combination of 'extreme craftsmanship and service'".
Although they are both customized products that are more in line with the individual needs of consumers than finished home products, there are still big differences in concepts between traffic customization and high-end customization. Ding Guoxing explained that the difference between the two can be seen in their names. Traffic customization uses traffic channels, which means that the underlying logic of the company is how to provide consumers with the lowest cost and highest efficiency to a certain extent. A choice of personal preference. "For example, some customers want to customize cabinets but only have a few cabinets of limited styles, sizes, and colors to choose from. In this way, companies can quantitatively produce and assemble the given choices, greatly increasing output, efficiency, and reducing costs through industrialized production. ” The focus ofadvanced customization is to meet the space needs of consumers to the greatest extent and present the effects that customers most want to see. This does not rely on efficient production to reduce costs, but on meticulous and high-standard quality. Customize products to increase unit price; "Such products require extremely high craftsmanship to be implemented perfectly according to the space designer's plan."
In Ding Guoxing’s words, in order to present a realistic sense of raw stone, they always travel to various countries and building materials exhibitions to collect raw stone appearance and feel materials, in order to make the artificial luxury stone appear more in line with the laws of nature. During the production process, Aurora even requires the restoration of nature's crustal movement to create artificial luxury stones that have been polished for the "crust movement"; at the same time, it integrates Germany's cutting-edge technology into its stone products. Nanomaterials are applied to the surface of the stone, so even stains on the surface can be easily wiped off.
Aurora Seiko Luxury Stone is a high-quality replica of the appearance and feel of the original luxury stone.The craftsmanship based on the physical properties of natural stone is the best interpretation of its cognition of haute couture.
Innovation is Aurora’s vitality that empowers China’s haute couture industry
Even if exquisite, high-quality artificial luxury stone products are created through various processes, artificial luxury stone companies, as suppliers of high-end enterprises, still have helplesspain points - high-end enterprises and artificial luxury stone supply It is rare for businesses to jointly innovate and develop new productsThis also makes it difficult for Aurora to open up market channels.
“First of all, the Aurora brand has just been introduced into the country. Consumers and many high-end customization companies are not familiar with this brand, and Aurora’s brand influence has not yet been established; secondly, consumers may have few artificial knowledge in the country. With experience in the diverse applications of luxury stone in space, we have no concept of using artificial luxury stone to create an integrated scene space. What we have to do is to provide consumers with this kind of artificial luxury stone experience hall, and use the experience hall as the starting point to create an integrated scene space. Aurora's brand image has been established not only among consumers, but also in the haute couture industry and among designers," said Ding Guoxing.
Aurora cleverly uses "Providing supporting services to haute couture enterprises" as its brand positioning to blur the boundaries of the services it provides, giving itself a logical reason to develop in two marketing directions at the same time. ; It can not only use designer channels as an entry point for C-end retail, but also allow designers to use channels to reach various high-end customization enterprises and gradually expand the connection with B-end supply. The reason why it is so careful to build brand influence and then open up the market in this way is entirely out of awe of the huge system of the haute couture industry and a cautious strategy.
In order to better develop its marketing channels in both directions, next year Aurora will build luxury stone haute couture stores based on the four major cities of Beijing, Shanghai, Guangzhou and Shenzhen, and >Expand to major first- and second-tier cities in China. In the luxury stone haute couture museum, visitors can enjoy the immersive luxury stone space application experience brought by the living room background walls, stairs, and entrance halls made of luxury stone; they can also personally experience the interesting performance experience brought by various luxury stone samples , such as dropping a heavy object toward the sample along the pipe, and hearing a loud impact, the sample will be intact and undamaged. Visiting the Luxury Stone Haute Couture Pavilion enables more consumers to understand the concept of artificial luxury stone haute couture space, and increases the influence of Aurora's luxury stone haute couture.
On the other handAurora will establish a sub-brand that specializes in finished artificial luxury stone furniture - Aurora Home; We operate finished furniture such as luxury stone coffee tables, TV cabinets, dining tables, etc., which can not only be retailed to consumers as single-piece furniture, but also tailor-made supporting products for high-end corporate cabinet brands and complete decoration brands, deepening the relationship with big B-end brands. Cooperation can also allow designers to integrate luxury stone furniture into the luxury stone space plan for consumers to echo the walls and floors, presenting a unique design effect while also greatly increasing the unit price.
From the specialization and innovation of artificial luxury stone products, to the step-by-step management of marketing channels, to the overall consideration of brand building, Aurora is like its carefully polished luxury stones and the gorgeous aurora in the Arctic Circle. The industry is poised for development and shining brightly, adding another spark to the diverse power of China's customization.
Ding Guoxing said pertinently, For Aurora, the power of Chinese customization is to forge products with the ultimate craftsmanship and pursuit of precision in the traditional stone industry, and to constantly explore and incorporate modern concepts into the products to give them Diversely empower the innovation capabilities of space. Only by exploring and innovating new applications and channels of traditional stone materials with exquisite craftsmanship down to every grain of the stone can Aurora's finely crafted luxury stones continue to burst out with the tension and vitality of life, and contribute to China's customization industry. Inject this power to push the industry forward.
