At present, with the rise of young consumer groups represented by those born in the 80s and 90s as the main force in home consumption, "rejuvenation" has gradually become a strategic direction for the transformation and upgrading of ceramic tile brands. Many ceramic tile brands strive to present younger images and products to the market through a combination of new positioning, new products, and new marketing. Along with the brand upgrade, the ceramic tile terminal exhibition hall, which is the first to directly face the younger generation of consumer groups, was first included in the list of upgrades.
Since 2021, the building ceramics industry has received news of ceramic tile brand terminal exhibition hall upgrades and standard store design implementations, such as KMY international light luxury tiles, gold medal Asian tiles, Wrigley composite light texture tiles, sublimation ceramics, and Melco marble Ceramic tiles, Dongpeng tiles, SK tiles, Filona cement tiles, etc.
With the characteristics of younger consumption, what changes will the terminal exhibition halls of ceramic tile brands show?
Clear brand image
Terminal store chain standardization is indispensable for enterprises to carry out chain franchises. For example, 7-11 convenience stores, Haidilao, Starbucks, Mixue Bingcheng, etc. all have complete chain standardization systems. The most direct function of the chain standard SI is to unify the brand image, greatly reduce the cost of single store landing, and greatly reduce the working hours of store landing. In the same way, terminal stores are a window for ceramic tile brands to export their brand image. Store standardized planning can unify the overall image and will not be differentiated due to differences in location and store size.
The door is not only the most prominent area for displaying the brand VI in a terminal ceramic tile store, but also a medium for customers to initially understand the style and tone of a brand. Therefore, the design of the store door is definitely the highlight of the standard SI system. Compared with the messy and themeless store design of the previous terminal ceramic tile exhibition halls, this year's newly installed terminal stores of ceramic tile brands clearly show the brand's style from the front door.
▲Yongchuan Dongpeng New SI Flagship Store
The simple and vivid brick red + medium gray facade design, the interaction between the indoor natural scene and the landscape ecology, and the large green plant ecology echoing the outdoor landscape, Yongchuan Dongpeng's new SI flagship store opens a place full of natural rhythms and can be used for people. A breathing collective community where visitors can stay and rest. The Dongpeng design team starts from architecture and space, cuts into the understanding of life and behavior, brings the distance between space and people closer, and displaysShowing a friendly and warm brand impression.
▲Shanxi Yuncheng SK Tile Store< /p>
Shanxi Yuncheng SK Ceramics Store is designed by Cai Zhuyuan of BOSI-TAO. The overall design integrates international fashion trends and uses SK high-value slate to create the overall facade. The lines are fashionable, simple and unique, highlighting the high-value brand tone. . This unique set of high-value slate slabs is also used in Foshan Juranzhijia SK Ceramics Store (referred to as "Foshan SK Ceramics Store").
When talking about the design concept of Foshan SK Ceramics store, Cai Zhuyuan said that the door design of Foshan SK Ceramics store all uses the same set of high-value rock slabs to emphasize brand recognition, and also shows the various aspects of rock slab shape and paving. kind of application. In addition, the door-shaped area allows mall visitors to rest, showing the warmth of the brand.
▲Foshan SK Tile Store
▲Luzhou Gold Medal Asia General Store< /p>
▲Shandong Dongying KMY international light luxury tiles
Differentiated and flexible design
In order to reduce store construction costs and implementation time, terminal tile stores are often replicated one-to-one based on SI standards across the country regardless of city characteristics, store locations, and store sizes. However, in recent years, the ceramic tile market channels have gradually subdivided, and the aesthetic differences among customers in different cities have become larger. The resources and channels of different dealers are also different. If the same store standard design is used to build terminal exhibition halls in all regions of the country, , is obviously becoming increasingly unfeasible.
Cai Zhuyuan said that future terminal ceramic tile stores need to be segmented, analyze the core of the brand, match the market resources of dealers in different regions, and finally cut into store design and display to accurately link customer needs. It is reported that the "super terminal" created by SK Tile and Cai Zhuyuan is based on this as the original design intention of the terminal ceramic tile store, with strong product advantages and scenario-based consumption experience to accurately target the customer groups of dealers in different regions.
▲Shanxi Yuncheng SK Tile Store< /p>
There are tens of millions of ceramic tile brands across the country, and there are countless terminal ceramic tile stores. Even in one region, there are hundreds of ceramic tile stores. Under the consumer demand in the new era, terminal tile stores must highlight differentiated brand characteristics in order to gain a foothold in the market. Therefore, the design of future terminal tile stores must be flexible and have unique and personalized display areas.
▲Filona cement tile plus+ experience store
Recently, Filona cement tile plus+ experience store opened in the top-floor import pavilion of China Ceramics City. It is reported that the store is a terminal ceramic tile standard store built by Ferona with the new SI system. The material selection area fully displays all the product systems of Ferona cement tiles, and also introduces Italian 41zeProducts from two top international original design brands, ro42 and Spanish WOW.
▲Filona cement tile plus+ experience store (Italy 41zero42 and Spain WOW Product display)
According to Chen Gaozhao, the founder of Filona Cement Tiles, in order to meet the aesthetic and consumption needs of the new generation of consumer groups, he made a special trip to inspect a number of original ceramic brands in Italy and Spain. After careful selection, he decided to represent Italy 41zero42 and Spanish WOW. The products of these two brands have their own characteristics. They are leading international designs in color and surface decoration. They are highly compatible with cement tiles and can also add points to terminal tile stores.
Tile brands that use original products to add points to terminal ceramic tile stores include Melco marble tiles. This year, Melco reached a cooperation with fashion brand HEA and began the research and development and mass production of joint series products. Xie Zhuoyan, deputy general manager of Melco Marble Tiles, said that the name of the trendy brand HEA means "happy, simple and indifferent". It represents the living conditions of modern young people, which is very consistent with the young consumer groups that Melco targets. At present, the decoration of the HEA co-branded area in the Melco headquarters exhibition hall has been completed, and the same co-branded area display will be synchronized to terminal stores across the country.
▲Melco×HEA co-branded products
Realize the atmosphere of home
As those born in the 1980s and 1990s have become the main force in the home furnishing consumer market, scene-based physical home furnishing stores with a good sense of experience and a symbol of life comfort are becoming more and more popular among young people. Nowadays, terminal tile stores no longer look like cold specialty stores, but adopt scene-based home furnishings to bring each real-life experience to life.The real bedroom, living room, dining room, study room, etc. are restored 1:1 and presented to customers. Set off by exquisite and personalized soft furnishings, the entire space creates a warm home environment, allowing customers to have a more real and intuitive experience in ceramic tile consumption.
▲Gold Medal Asia 2021 Global Standard Store
Gold Medal Asia's newly launched 2021 global standard store this year creates a new model that is different from traditional stores, transforming "beauty" and "lifestyle" into intuitive and perceptible scenes and experiences, with light luxury, texture, and comfortable experience sense, accurately conveying the beautiful new yearning for life to consumers.
From ordinary specialty stores to home experience stores, current terminal ceramic tile experience stores have gotten rid of the messy and dull style of traditional ceramic tile stores. They not only transform consumer needs into real and visible scenes, but also allow consumers to experience the future. Diversification, personalization and intelligence of life.
▲Nobel Chengdu NO.1 store
In March this year, Nobel Chengdu NO.1 store officially launched as the Nobel brand’s first slate experience hall in the country. Nobel uses more technological means to present product scenes, uses 4D space holographic projection to present its strong design and product capabilities, and presents the concept of "smart home" and "smart life" with extraordinary product performance and space utilization effects. Samples allow consumers to gain an in-depth understanding of the infinite possibilities of application of Nobel slate products.
Create close social relationships
"The future, throughThe relationship between sellers/brands and customers is more than just a buying and selling relationship. We need to create a closer social relationship. "Xu Qingliang, chief designer of Ruikun International-Zhengfang Liangxing Design, expressed his design concept when designing the Filona cement tile plus+ experience store. It can be noted that the Filona cement tile plus+ experience store he designed did not have a front desk. The in-store design We also try our best to hide all ceramic tile products and only display them when necessary. The front and rear entrances all lead into the same space integrating rest, negotiation and material selection, amplifying the social attributes.
▲Filona cement tile plus+ experience store
Weakening the sales attributes of terminal ceramic tile stores and creating a closer social relationship between dealers and customers is also an aspect of showing brand warmth.
▲Yongchuan Dongpeng New SI Flagship Store
Design empowers commercial space. In the new era of consumption, people are willing to pay for a quality life. In the future, terminal ceramic tile stores will say goodbye to the single and unified specialty store model. They will start from the customer experience, explore product characteristics and space characteristics, pursue a warm marketing experience, and create a diverse social home in urban life.
(Author: Sitao)
