3 月 8Day,Wrigley Composite Light Grain Brick"Light Grain3.0 2022Super Product Launch Conference" was held grandly in Foshan, Guangdong, and was released simultaneously2022Annual Symbolic Super Product Matrix ,has been received by the entire industry
On the day of the press conference, Lu Jinhui, deputy general manager of Wrigley Home Group, and Cheng, general manager of the ceramic tile division of Wrigley Home Group Zhen was interviewed by many mainstream media in the industry, including China Ceramics Network. The following are the highlights of the interviews.
▲Lu Jinhui, deputy general manager of Wrigley Home Furnishing Group
Reporter: In the past two years, Wrigley Composite Light Texture Brickhas found a differentiated brand development route. What benefits will this bring to Wrigley Home Furnishing Group's large home furnishing strategy?
Lu Jinhui: First, Wrigley Home Furnishing Group is currently a big home furnishing company On the development path, we hope to create large home furnishing solutions that integrate multiple categories for consumers. Recently, some of our large home furnishing stores have been opened one after another, and the current results are also very good. Ceramic tiles are an indispensable category for large homes. The overall development and changes are relatively rapid. Consumers' needs for ceramic tile products are also different. As a result, many ceramic tile brands have also made various patterns and patterns, making The product overall looks beautiful and gorgeous. However, our home space is different from the model room. The average living time can even reach more than ten years. Over time, overly exaggerated ceramic tile products can easily cause aesthetic fatigue. In addition, everyone’s life pace is getting faster, and a home environment that allows people to enjoy a rest has become very important. Therefore, we are more considering the needs of consumers for a comfortable and quiet environment, so we start to do composite light lines. brick products.
On the other hand, when viewed from within three meters, our composite light-grained brick product appears to be a solid color Effect, and you can see a lot of details within one meter. This is a product that takes into account the aesthetics, human feelings, and the needs of life scenes. I think the simpler it is, the more people will like it. After all, we all need a quiet home.
Reporter: Whether it is overall home solutions, product application scenarios or complete decoration, its services The requirements for construction and delivery are relatively high. How does Wrigley Home Furnishing Group deal with this challenge?
Lu Jinhui: Many people now prefer to leave the decoration to home decoration companies, we will By setting up model rooms in some of the cooperating home improvement companies, consumers can choose our products. In addition, for partial old modifications, our dealers can directly meet consumer needs. Therefore, the delivery services we can now provide are one through home decoration companies, and the other is through our local dealers who serve as the main body of construction. The designers of each store can draw up blueprints according to what consumers need, and follow the designs. Picture for construction. In addition, our service standards include follow-up in all aspects such as consumer contact with stores, design, and delivery, and are promoted in strict accordance with the cycle.
Currently, our terminal store coverage is very high, and consumers can go to the nearest store to experience and purchase. In addition, we It can also be used to divert traffic online to offline. Consumers can learn about the store closest to them. After making an appointment, our back-end staff can immediately contact the consumer and understand their needs. These are all part of our sales services. After experiencing the product, consumers can also purchase directly through the QR code of the product in the store. Now our sales have no boundaries, and we have basically opened up online and offline sales links.
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Reporter: This time2022Wrigley Composite Light Grain Brick Super What does the release of new products mean for brand development, and what impact will it have on industry development?
Lu Jinhui: For our brand, I think this is an upgrade of the product , which is also a new result of our consumer research. In fact, many industries may have some problems with consumer research. Now we must take the initiative to understand the market and consumers, and weThere is a concept that requires consumers to change their role from customers to users, and to take the initiative to study the people who use our products. In fact, from the two words customer and user, I think we can see that a company's attitude towards consumers is different.
At present, some brands in the industry have begun to transform into the field of light texture ceramic tiles, which shows that we are in the right direction. We are leading the trend of consumption, especially the addition of ceramic tiles to the entire group's home furnishing strategy, which is conducive to opening up the product chain of kitchens, living rooms, bedrooms, balconies, bathrooms and other whole-house spaces, and providing users with one-stop space solutions for all categories. , it has become more convenient for the promotion and sales of composite light texture bricks. In addition, our symbolic super products that represent the ceramic tile brand image also come from1.0version upgraded to 3.0 version adds some text based on texture, gloss, color and new process research. element.
< span style="font-family:宋体">At the same time, in addition to the study of home walls and floors, our research also considers how to combine it with other categories of the group, such as the overall space of the "Sky Realm" porcelain bathroom as a representative series of products, leading the industry's overall space customization trend! At present, there is basically no brand in the entire industry that can study the entire set of products from the perspective of the entire home. Generally speaking, it is a combination of space products from multiple brands. It’s not perfect, because there is no overall product and design solution. Nowadays, young people like to have relatively unified styles and elements, and our large home series products can achieve uniformity in the whole house.
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▲Cheng Zhen, general manager of the Ceramics Division of Wrigley Home Furnishing Group
Reporter: Please Wrigley Composite Light Pattern Tiles What are the highlights of the super products released this time? What improvements have been made compared to previous products?
Cheng Zhen: This is actually a process of product iteration.
First of all, in terms of texture, the annual super product released this time - Bookish Light Texture 3.0Stone slab series adopts Armas gray stone texture and cement texture with more humanistic connotation. The composite light texture formed by it forms "a solid color when viewed from a distance of three meters", which can bring greater white space to the space and reduce the clutter of the space.
Secondly, in terms of color, we find that the current color trend is in warmer and warmer tones. There are some returns on the Internet, not just black, white and gray, not just plain colors, we also produces other products with low saturation colors.
So, we teamed up with famous Italian design mastersStefano, for3.0 series customized and developed exclusively for Wrigley3%-15%: vitality rice, warm coffee, tranquil gray, and calm gray interpret different spatial personalities. : Vitality rice injects vitality into the space; warm coffee makes the space feel warm and luxurious; tranquil gray makes the space comfortable and decompressing; calm gray enhances the refined style of the space. The furniture can be matched with any color, comfortable and stress-reducing, and full of high-end feel.
In addition, we have also upgraded our technology. Made of slate3.0< span style="font-size:11.0pt">Micro-engraved mold, each three-dimensional tilt angle of the textured surface is greater than< /span>158°, The unevenness is very subtle, the surface is very smooth, and it is easy to care for and does not hide dirt.
At the same time, use advanced NSTNano spray technology, ultra-fine dry particles have a very delicate feel, form comfortable diffuse reflection, and the light feels very soft.
22 °Glimmer nano carving technology makes every line in the texture faintly glow., and at the same time, it has a full three-dimensional sense, truly achieving "rich details within one meter", which is very durable and attractive.
Reporter: Wrigley has launched composite light-grained brick products for more than a year. I would like to ask for market feedback. What is the situation?
Cheng Zhen: It's pretty good, judging from the sales data. In fact, our users, dealers and even the industry and media often talk about the trend of light textures. This trend can also be seen in the ceramic tile products at some exhibitions. We should say that we are a little more cutting-edge and take the lead in bringing this Categories are connected, and in the future, we hope to work with the entire industry to make the cake bigger.
Reporter: Why does Wrigley use the word "super" to define the new products released this time? Can you explain the meaning?
Cheng Zhen: The development history of a brand is actually the iteration history of super products . Wrigley is different from other brands in the industry. It does not hire celebrities to be its image spokespersons, but uses "super products" to endorse the brand. Starting from the bookish light texture series launched last year, we will launch a "super product" every year,After one year of analyzing and researching market trends, and then combining all its own resources to develop and promote this product, we made this product a unique brand symbol of Wrigley. Not only that, this product that has been built with all our effortsProducts will also have a higher proportion and outstanding performance than other products in the sales process, so they are called "super products."
Reporter: Currently, many brands in the industry are promoting plain color ceramic tiles. Please What is the difference between Wrigley composite light-grained tiles and these plain ceramic tiles?
Cheng Zhen: If we talk about the difference between plain colors, our colors are richer. In fact, plain bricks are not colored, but in addition to low-saturation gray, white and black products, we also have other low-saturation color products, such as green, blue, etc. I think low saturation can make products and colors appear more advanced and comfortable. In addition, our products and all brand output are very clearly identifiable. We unite ItalySistema< span style="font-size:11.0pt">The designer team specially conducts a large amount of research and analysis, and combines potential Based on market demand trends, some color applications have been made on products, including10°Advanced Warmth and so on. Our application of saturation of various colors is accurate to a few degrees or a few percent. This is our ultimate requirement for our products.
We are the founder of the light texture brick category, and now I also seeThere are many brands also called light-grained tiles. You may have seen the overall trend of the ceramic tile industry and the real needs of users. First of all, we will always insist on making products from the user's perspective. Second, we will continue to go to the forefront to explore and stick to our own characteristics on this track.
Reporter: Consumer preferences and trends are constantly changing. In the future, Wrigley will still be the Will it stick to its current positioning?
Cheng Zhen: People’s aesthetics may iterate, but people’s real needs, The essence of a product’s role in a space will not change, so simple background colors will never go out of style. People’s preferences for texture and color may change, but in home spaces, simple, Products with low saturation colors will appear more comfortable, so this is not necessarily completely affected by people's aesthetic level.
Also, by < span style="background-color:white">4000Multiple sample surveys, we found that if the home space is comfortable, the colors will be low saturation and the textures will be light textures; if the textures are too large and not suitable for the background of the whole house space, it is more suitable Make an embellishment or highlight decorative effect.
It is understood that through the successful holding of this "super product" launch conference, Wrigley Composite Light Pattern Brick Not only has it built a super product group matrix that represents the Wrigley brand symbol and unique value, but it has also officially announced the launch of full-size rock slabs, integrated wall and floor cabinets, and full-rock customization of the bathroom space, creating a more advanced and comprehensive "full-scale" for users. House+Full Rock+Full case" one-stop customized solution
A new era has arrived, with Wrigley Composite Light Pattern Brick represents a brand that sings a new idea of home life, leads a new consumption trend in the home building materials industry, and moves towards "realizing people's yearning for a better life"uo;Step forward step by step.
