Through the "uncertain" new crown epidemic, the Golden Brick Awards successfully returned!
On the afternoon of April 19th, driven by quality and beautiful design | BRIC Award·International Ceramic Tile Intelligent Manufacturing Design Selection and the 7th BRIC Award Ceremony were successfully held in the Ancient Kiln Impression Performance Hall next to Foshan Nanfeng Ancient Stove .
This event is guided by the Building Materials Industry Branch of the China Council for the Promotion of International Trade. The Golden Brick Award Organizing Committee joins hands with the Italian National Organic Architecture Design Institute BIOARCHITETTURA, Huaxia Ceramics Network, and Geng Home Furnishing to jointly organize it. It has received the support of Foshan Ceramics Expo, China Special co-organizers from Ceramic City Group, Zhanjiang Design Power and other institutions, as well as special support from China Construction Expo (Guangzhou).
The event has reached strategic cooperation with the GD Design Art Alliance, and has received strong support from cooperative media such as Chinese Designer Network.
At the same time, the event was broadcast live on the China Times Media live broadcast platform. It can be said that it is a combination of online and offline, creating a multi-faceted awards ceremony. This live broadcast attracted a total of 5,000+ viewers.
It is particularly worth mentioning that the time and location of the Golden Brick Awards are unique.
The first is the activity time.
Last year, the Golden Brick Awards was not held as scheduled. On the one hand, it is forced by the severe situation of the epidemic, and more importantly, the organizer considers the needs of brand communication and hopes to give the winning brands a longer publicity window. Therefore, the awarding time was moved from the end of last year to the Ceramics Expo in April this year.
For this reason, despite repeated postponements of the Ceramics Expo this year due to the epidemic, and with the mentality of a long-term struggle against the Omicron mutant strain, the seventh BRIC Awards will still be held as scheduled.
Nanzhuang, one of the focus of prevention and control of this round of epidemic, is an important town of ceramics in China. Before April 17, 8 large-scale nucleic acid tests were conducted intensively. Various activities planned during the period were postponed. Therefore, it can be basically judged that this city The 2019 BRIC Awards Ceremony should be the first major event held in Foshan after the epidemic this year, and it will have a great encouraging effect on boosting industry confidence.
Secondly, it is the location of the awards.
The BRICS Awards moved this "show" of stubbornness through the epidemic to the side of the Nanfeng ancient stove and dragon kiln that has gone through 500 years of vicissitudes of history and continues to fire.
The ancient Nanfeng stove has gone through 500 years of vicissitudes and changes of times, but the kiln fire never goes out. Just like this, industry brands have remained strong despite the haze of the epidemic.
When honors are awarded here, we have reason to believe that every brand and individual who has won an award can pass on this honor, which symbolizes hope, for hundreds of years.
▲Activity site
The guest lineup at this event is also very luxurious. They are:
Iolo Tomassoni, China representative of the Italian National Institute of Organic Architecture
Lao Tianyou, founder of Lanmo Design and rotating president of Foshan Zhanjiang Design Power
Designer contracted by HOAA Design Group in Milan, Italy, Kan Min
Founder of Big Horn Deer Nan Shunzhi
Hou Bo, Deputy General Manager of Jinyitao Group and General Manager of Ceramic Ceramics Division
Managing Director of Zhang Enterprises Zhang Yundang
Aurora Precision Luxury Stone President Ding Guoxing
Cheng Zhen, General Manager of Tile Business Department of Wrigley Home Furnishing Group
Assistant to Chairman Tao Yuanshuai Lin Guangyun
Secretary General of South China Region of International Designers Club of Milan, Italy Yan Mo
Zheng Yan, Director of Brand Strategy Department of Ceramics Division of Jinyitao Group
Founder of Muci brand Zhang Wanyun
Wan Yonghong, General Manager of Aurora Seiko Luxury Stone Marketing
Chief Editor of Huaxia Ceramics Network Lao Niu
Executive Deputy General Manager of Huaxia Ceramics Network Pan Chunhua
1. Forum speech
1. Wu Xudong: In the new era of building materials, quality is the foundation, innovation and design are the empowerment
▲Vice President of the Building Materials Industry Branch of China Council for the Promotion of International Trade Wu Xudong< /span>
Due to epidemic prevention and control requirements, Vice President Wu was unable to attend the event in person, but delivered a speech for this event via online video.
Vice Chairman Wu said that over the years, China’s building ceramics industry has seen great progress in reform and opening up.Under the huge policy of liberalization and market dividends, the real estate industry has been roaring forward. However, in recent times, affected by factors such as the new crown epidemic, real estate regulation, supply chain and consumer group iteration, the entire industry is facing unprecedented challenges.
At the same time, the country has attached great importance to the construction of Chinese brands in recent years. General Secretary Xi Jinping has made clear requirements: promote the transformation from Made in China to Created in China, China’s speed to China’s quality, and Chinese products to China’s brands.
As a traditional manufacturing industry, China's building ceramics industry will move towards high-quality development. In addition to being driven by creation + quality + brand, it will also build a new industrial ecology driven by product development and scene application design.
For building decoration materials, quality is the foundation, innovation and design are empowerment, and empowering the industry is the original intention and concept of this event.
The Building Materials Industry Branch of the China Council for the Promotion of International Trade takes as its mission to promote exchanges and cooperation between the Chinese and foreign building materials industries and promote industrial transformation and upgrading.
We hope that this event can further link relevant resources at home and abroad, strengthen exchanges and cooperation in the field of building ceramics, promote industry structural adjustment, transformation and upgrading, and empower the industry to achieve high-quality development.
2. Iolo Tomassoni: China and Italy work together to create the international influence of the BRIC Awards
▲Aiolo Toro, representative of the Italian National Institute of Organic Architecture in China Massoni
Iolo Tomassoni said that the Golden Brick Awards takes the responsibility of encouraging original technology and original design and is committed to building an industry-leading cross-border exchange and cooperation platform for high-end materials and application design.
As an award based on the ceramic industry, the Golden Brick Awards has always focused on the materials and design industries, aiming to explore new designs, new concepts, and new technologies in the upstream and downstream industries that can represent the present and the future with a professional and international perspective. direction.
The Italian National Organic Architecture Design Institute was founded in Rome in 1990. It is an influential design research institution in Italy and advocates the design concept of natural, harmonious, humanistic and "harmony between man and nature".
As the co-organizer of the seventh BRICS Awards, the Italian National Organic Architecture Design Institute is highly consistent with the development philosophy of the BRICS Awards. It hopes to have longer-term and in-depth cooperation with the BRICS Awards in the future, and China and Italy will work together to create a unique Internationally influential decorative materials and application design award.
2. Keynote Speech
1. Lao Niu: In the next five years, from “omni-channel strategy” to “omni-scenario strategy”
▲Lao Niu, Chief Editor of Huaxia Ceramics Network
As a senior media person, Lao Niu strives to inject useful ideological content into the industry in every past event.
So, what new trends will he discover for us this year when the economic environment is so dangerous and uncertain?
The theme of Lao Niu's speech this time was "Full Scenario Strategy: The Next Five Years of China's Ceramic Industry". He described the development trend of architectural ceramics in recent years in simple terms, and also put forward a new point of view: "Full Scenario Strategy" ".
Lao Niu said that in the past three years, we have been "moving forward amid the epidemic". Under such circumstances, two questions arise: First, is the ceramic industry still worth doing? Second, what should we do in the future?
First of all, the development environment faced by the industry today:
In the past five years, the competition in the ceramic industry has basically been in two dimensions, one is "brand war" and the other is "price war".
Small but beautiful brands or professional brands are relatively benign. They can improve their brands while supporting their prices or their prices can continue to rise.
In the past five years, mainstream brands have been engaged in brand attrition wars, dimension reduction attacks, and constant price cuts. Therefore, what many large-scale enterprises have talked about the most in the past five years is how to go public.
How to maintain growth after listing? In order to grow, prices have to be reduced, so we have returned to the old path of low cost + scale.
Listed companies in the ceramic industry are actually all with low market capitalization, and some may have fallen below the issue price. Therefore, the path of listing has proven in the past five years that it is not safe and can develop after being listed.
The company has had two structural contradictions in the past five years:
These two structural contradictions are where the anxiety lies.
In the next five years, from a development perspective, there will still be involutional competition (benign) in the existing market. The so-called competition in the existing market willOne is to improve efficiency through lean and digital management mentioned earlier.
Including a strategy based on dual carbon, we must use new energy, such as hydrogen energy, to resolve the pressure of dual carbon and carry out an energy revolution.
Then there is the search for alternative raw materials. Now some companies are already studying whether more waste materials, including desert sand and gravel, can be used as ceramic raw materials.
From a market perspective, global production, including global sales, is needed in the future because the Chinese market has peaked.
In terms of growth path, the so-called second curve in the next five years must be considered from at least these four dimensions:
1. Product dimension:
Product iteration is achieved through technological advancement, such as so-called new species, including new materials such as rock slabs, lightweight ceramic tiles, foam ceramics, and special ceramics.
2. Brand dimension:
①. Mainstream companies need a multi-brand strategy. The corporate model must grow upward like a tree, while sub-brands must develop vertically and take root downwards, covering almost all market segments.
②. Professional brands need to accumulate enough brand potential through professionalism + focus, from strong to large; at the same time, products are extended horizontally, and products are developed according to market gradients in different circles, including price gradient settings.
③. Small but beautiful brands, specialized and new brands need word-of-mouth reputation. Without scale, there is no brand.
3. From the channel dimension: In the past five years, we have used composite channels, including home decoration, public decoration, full decoration, and designer channels.
The new point of view proposed today is to think from the scene dimension:
The so-called full scene refers to how traditional products cover the inside and outside of the building, including the upper walls and lower floors.
That is, how to accurately develop and design products based on scenarios, and how to adapt products with different performance and aesthetics to different scenarios, including kitchens, bathrooms, balconies or outdoor landscapes, etc. These should all have exclusive product concepts.
Stone slabs are a good opportunity for enterprises to cross-border and enter new application scenarios, because slate slabs have a wide range of applications, including lightweight bricks, foam ceramics, and new materials.
But there is a problem. Many entrepreneurial companies that are not strong are also making new materials. In terms of business model, it is a bit unworkable because they do not have enough strength to cultivate and educate the market, so ordinary companies still have to do some Regular products.
In the future, no matter what the product is, it will require an overall solution to the space, but not all spaces must use ceramic tiles. Instead, ceramic tiles should be used as they go, without seeking exclusivity, and coexist in harmony with other materials.
4. In the terminal dimension:
Multi-category integration is a huge pitfall becauseThere are very few dealers who can integrate multiple categories today.
Therefore, from the perspective of a full-scenario strategy, in the future, specialty stores will have to move from general and general product integration to precise product integration suitable for different scenarios.
In other words, it is necessary to transform from a general composite channel and multi-channel strategy to a full-scenario strategy
In the future, scenarios will be more important than products, ecology will be more important than the industry, and ecology will be greater than the industry.
In the past, no matter how big or small, the strategic layout of enterprises was not enough. This was true for first-line brands, professional brands, and small but beautiful brands. This also led to all kinds of anxiety and hesitation in the past three years.
Therefore, 2022 can be described as the first strategic year of China's ceramic industry. Next, industries and enterprises must think from the lowest level of development logic, reset the underlying logic of the industry, and reset the underlying development logic of products.
2. Lao Tianyou: New user needs force product orientation and accurate value matching
▲ Rotating President of Foshan Zhanjiang Design Power, founder of Lanmo Design Lao God helps
The topic shared by Chairman Lao was "How to Targetly Match Product Values". He said that the reason why he used the term "targeted matching" is because the consumption levels are now being subdivided, but how to achieve what consumers want at each level? It is crucial that we give what we ask for, so this word is put forward.
In the modern era, General Secretary Xi Jinping proposed the "Chinese Dream" during the 100th anniversary of the founding of the Party. Therefore, the future must be an era of cultural confidence and the rise of big country brands. We must respect the development of the entire era.
With the development of the great era, consumption is iterating, and consumption is an iteration from material to spiritual.
Future products will impress people not just with their functions, but in the future China will definitely want to go global. What will go global will definitely not be products, but products with Chinese culture, which have their own attributes and souls.
In the past, the product development model of ceramic tiles in the industry:
From a corporate perspective, the emphasis is on production and sales, but not on R&D. This is also caused by the era of short supply and demand. And the sameThe quality is very serious, there is a lack of innovation, and there is no systematic R&D model.
Including insufficient knowledge of beauty and relying more on market judgment. If you think the product sells well to any customer, you will say that the product sells well, but you don’t know the real reason why it sells well.
This lack of understanding of market users has led to a wrong perception that products that are artistic, beautiful, and that designers like are right, but this is not the case.
Therefore, the industry must bid farewell to the era of self-interest and return to its own development perspective from another dimension. In the future, we must change from manufacturers to creators and create value from the perspective of users.
In this era of consumer decision-making power, how to seize the minds of consumers is particularly important.
What are the needs of consumers? From the past to the present, I have a new understanding of the pursuit of health, self, spirit, quality, social interaction, appearance, and intelligence.
New user needs are mainly reflected in these three aspects: spirit, appearance, and intelligence.
Today's consumers don't particularly care about how good the product itself is (quality has become the basis, so it is no longer the key to competition), but more about how great it is after using it. This is the new era of young people. understanding.
In this changing era, product demand also appears in two forms: stock demand and incremental demand.
How to reconstruct the new value of ceramic tile products for users? Four words: Catering, innovation. That is, everyone thinks together to create an innovative product.
My thinking has also changed. It used to be B to C, but now it is slowly changing to C to B. Development must start from the user end and think about the problems the product wants to solve.
The pain point of the future is future demand. The three points taken together are to empower brand power, design power and supply chain.
Including today's design companies, the first thing they compete for is brand power, and they must constantly build brands; not only provide designs, but also analyze product development and market analysis, and even if they are not available, they must unite with better supply chains and user-generated products. Link and empower.
How to achieve targeted matching?
From the perspective of product strength, the original stock demand has become more detailed and refined.
Targeted matching in terms of design empowerment:
This is a very core point, and you can go deeper.
Supply system targeted matching:
The most prominent thing today is rock slabs, rock slab processing, technology, performance systems,Delivery process system. Without such a delivery system, consumers will not dare to use your product no matter how cheap it is, because the service cost is more expensive than a single product.
Experience targeted matching:
With a product, users need to experience it. During the experience, how can the culture be matched and how can the lifestyle be empowered to make users more comfortable and happy? If the content matches, it can be co-branded, or it can be co-branded with a certain trendy brand; there are also services Match etc.
From a user perspective, scenarios, content, services, and experiences all revolve around users.
The future will also usher in the following major opportunities:
In addition, future product evolution forms: product functionality, service customization, content diversification, and industrial ecology. Just like functional tiles, more possibilities will definitely be given in the future.
Finally, Chairman Lao said that in the future, we must think strategically about how to make products, and execute them through purposeful and systematic design, rather than just doing whatever we want.
At the same time, whether it is design or product design, it must be people-oriented, discover the truth, goodness and beauty, find real users, real needs and real experiences, not just bragging; it must also be altruistic, beneficial to users, and help users make their lives better good.
Beauty is shared. In the future, even people and things in the entire global village can integrate with each other and create more beautiful things with each other.
3. Iolo Tomassoni: No matter what product you make, you must have the courage to lead the market
▲Aiolo Tou, the contracted designer of the Italian National Organic Architecture Design Institute Massoni
Iolo Tomassoni’s speech brought more divergent thinking of design thinking, which was very philosophical. At the beginning of his speech, he made a suggestion: the wasted time should be used to study.
He said that the more we look at the market, the more time we waste. This time might as well be used to improve ourselves and make ourselves stronger, including technology, wisdom, creativity, etc.
This idea came from what he heard from our country’s leaders: Everyone should be themselves and do their own thing well.
Because now many peopleSpending a lot of time on your mobile phone, if you use this time to learn and grow, it will cause a lot of qualitative changes.
In this speech, he also talked about the "Holographic Design Concept" from his own design brand. It can be found from his speech that the design purpose he emphasized is sustainable development.
▲OpdO Brand Concept
Sustainability revolves around three key areas: finance, environment, and society.
Sustainable development is a balanced relationship in the middle, or in Chinese it is called "the unity of nature and man". As founders of companies, including designers, they must take this factor into consideration when designing or developing products.
The three of them affect each other. Finance will affect the environment, and society will affect finance. Everything needs to find a balance point and meet the needs of different aspects.
According to him, no matter what product you make, you must have the courage to guide the market, because ordinary consumers cannot directly guide designers. Consumers are often the most passive people. This is a real phenomenon.
The design he emphasizes also has a concept, that is, the harmonious coexistence of man and nature.
He said that all his design inspiration comes from nature. He believes that humans themselves have no ability to innovate. Human beings always say that we create things, but in fact they do not exist.
Everything in the world has already existed, including the universe, but we don’t know or realize it. Therefore, in addition to cultivating the inner self, people must also learn externally, get closer to nature, and discover all things.
3. “6+1” dialogue beside the dragon kiln: How to reset the underlying logic of product design?
Foshan is the manufacturing and marketing center of architectural ceramics in the world, and ceramic tiles are the product elements that require the most design among building decoration materials. At present, with the wave of consumption upgrading, design is at the hub of the upgrading of traditional industries.
The positioning of the Golden Brick Awards is to span the two major circles of design and industry, and is committed to allowing designers and decorative materials companies across the country to continuously deepen their understanding of each other and create cooperative relationships.
Under the general theme of this year's "Quality Manufacturing and Design Driven", the organizers specially invited 6 people from the industry with the theme of "Design Innovative Materials: Resetting the Underlying Logic".Influential entrepreneurs, executives, and designers created a cross-domain dialogue beside the dragon kiln.
The moderator of this forum is Lao Niu, the editor-in-chief of China Ceramics Network. The dialogue guests include: Lao Tianyou, founder of Lanmo Design and rotating president of Foshan Zhanjiang Design Power, Jin Yitao Hou Bo, deputy general manager of the group and general manager of the ceramic tile business unit, Zhang Yundang, managing director of Zhangshi Enterprises, Ding Guoxing, president of Aurora Seiko Luxury Stone, Cheng Zhen, general manager of the ceramic tile business unit of Wrigley Home Furnishing Group, and Lin Guangyun, assistant to chairman Tao Yuanshuai.
In the ideological exchange that lasted for more than an hour, the guests could be described as "telling everything", elaborating in detail the underlying logic of their own company's product research and development and their thoughts on the current market form.
There were many golden sentences at the scene, which brought a lot of new thinking to colleagues in the industry during the days when the "Ceramics Expo" was closed.
▲Forum photo
4. Honorary crowning: 25 awards in 18 categories, this year continues to highlight "material × design"
The most concerning thing is that after the above wonderful ideological collision session, the 7th BRIC Awards were officially announced!
The "Golden Brick Award" was born in 2014. Gold brick, originally meant to be a piece of molten gold, symbolizes high value, wealth and preciousness.
Gold bricks are fine-material square bricks specially fired for the imperial palace. They have fine particles and dense texture, and have the sound of gold and stone when struck.
It can be said that Brick represents the pinnacle of ceramic tile technology in ancient China and even the world.
This year, the biggest difference of the BRICS Awards is that it places more emphasis on internationalization, so the organizing committee has a new partner, the Italian National Institute of Organic Architecture, and has hired Mr. Iolo Tomassoni to serve as the BRICS Awards holder. Expert advisors and review mentors.
It is worth noting that a total of 25 awards were awarded in 18 categories this time. It can be said that compared with previous years, the total number of awards this year has been greatly reduced. This reflects from one aspect that the organizing committee of this year’s BRICS Awards pays more attention to quality and the idea of “less is more”.
Golden Brick AwardA major feature is its emphasis on product application design. To this end, despite the impact of the epidemic this year, the organizing committee still grandly awarded 10+ "Application Design Merit Awards" after the product awards.
Moreover, the organizers are very well-intentioned, allowing each award-winning unit to have the opportunity to receive awards one by one and take photos. At the same time, some representative companies were also selected to deliver award-winning speeches, which was full of a sense of ceremony.
Annual BRIC Quality Award: Big Horned Deer Ceramics
▲Teacher Iolo Tomassoni (right) is a big horned deer Founder Nan Shunzhi presented the award
Annual BRIC Application Award: Oceano - Oceano Online, Jianyi - Finished Product Delivery
▲Teacher Lao Tianyou (first from the right) presented the award to the brand representative
Annual BRIC Design Award: Nobel Ceramics - Xunwenji, Jinyi Pottery - Aoxue Hanmei, New Zhongyuan Ceramics - Su (SU) Series
▲Teacher Kan Min (right) presented the award to the brand representative
BRIC Product Award of the Year: Jinsi Yuma Ceramics - K Gold Starry Sky Wainscoting, Tao Marshal Ceramics - FusionMantle rock
Annual BRIC Brand Award: Marco Polo Ceramics, Dongpeng Ceramics, ARROW Composite Light Textured Tiles
Annual Designer Recommended Brand: LA'BOBO Thin Plate丨Stone Slab, Aurora Precision Luxury Stone
New first-line brand of the year: Tao Yuanshuai Tiles
Consumer Trusted Brand of the Year: Louis Modern Tiles
Recommended brand for decoration of the year: Monte Carlo tiles
Annual Project Recommended Brand: Shunhui Tiles·Stone Slabs
Annual Product Technology Innovation Award: Marco Polo Ceramics - AI Random Infinite Slate
Annual Aesthetic Value Product Design Award: Grace Tiles - Xiangyunsha Tiles 3.0
Annual Star Product Award: MOCERA Tiles - MILLSTONE Stone Series
Annual Headquarters Exhibition Hall Award: Van Gogh Textured Slate - Van Gogh Gallery
Leading company in the annual subcategory: Foshan Yunzun Building Materials Co., Ltd. - Yunzunke restaurant wall integration
Outstanding Intelligent Manufacturing Enterprise of the Year: Guangdong Mengchuang Zhiyuan New Material Technology Co., Ltd. - QD Tile
BRIC Design Leader of the Year: Lao Tianyou, founder of Foshan Lanmo Design and rotating president of Foshan Zhanjiang Design Power
Annual Application Design Merit Award
They are:
Founder of Guangdong Colaco Brand Design Huang Keyu
Founder of Foshan Pinchuang Design Consulting Co., Ltd. Lin Jinwu
Foshan Sigma Decoration Design founder Zou Yifeng
Quan Jianwen, founder of Foshan Yisiwei Interior Design
Lin Wende, founder of Foshan Hande Interior Design
Founder of Shenzhen Dongchuang Architectural Design Chen Zhiwen
Founder of Shanliang Interior Design in Hong KongCai Shicai
Founder of Chengtuo Design Zheng Baojun
Founder of Max Design Xie Faxin
Founder of Shunde Chengyu Design Office Chen Hanchi
Founder of Domain Design Huang Biao
Representatives of award-winning brands speak
From left to right and down are:
Founder of Big Horn Deer Nan Shunzhi
Hangzhou Nobel Ceramics South China Marketing Director Deng Zhijun
Xiong Lei, assistant to the general manager of Xinzhongyuan Ceramics/Xinzhongyuan Residential Marketing
Zheng Yan, Director of Brand Strategy Department of Ceramics Division of Jinyitao Group
He Zhen, Director of Jinsi Yuma Brand K Gold Operation Management Center
LA’BOBO Brand Marketing Director Pan Shaodong
Founder of Muci brand Zhang Wanyun
Tao Yuanshuai Marketing Director Zhang Huazhao
Deputy General Manager of Van Gogh Textured Slate Brand Ji Lei
Deputy General Manager of Yunzun Zhang Enming
Aurora Seiko Luxury Stone Marketing General Manager Wan Yonghong
Finally, I hope that the benchmark brands, companies and designers in the ceramic industry announced by the "Seventh BRIC Awards" can pass on their excellent quality just like the ancient stoves and kilns beside us. ", which will last for a hundred years and become an everlasting light that illuminates everyone's way forward in the new year.
At the same time, I would also like to thank everyone for your strong support and attention to the BRICS Awards over the years. It is precisely because of everyone’s support that the BRICS Awards has come to this day, gathering more industry and design power.
▲Group photo
