When people think of ceramic tile showrooms, what do they think of? At first glance, the ceramic tiles are hung on the wall coldly, without the warmth of life, but rather like a museum collecting cultural relics. It's just that ceramic tiles don't have the sanctity of cultural relics, nor the "remembrance" of cultural relics. People will not feel the solemnity of history when they are among them, but the feeling of "decay" may be more realistic.
It would be okay if the ceramic tile showroom always had this image. But now, some people have begun to change - in order to survive, people will always change those "traditions" that seem to have nothing wrong with them.
01 Art Museum to Life Museum
New concept of ceramic tile showroom
In 2020, Teidi Negative Ion Ceramics and star designer Meng Ye jointly spent one year designing and building the Negative Ion Art Museum. This art museum covers an area of 600 square meters, and the design proposal took more than half a year. It not only has to assume the function of a special ceramic tile exhibition hall, but also has to undertake some new "thinking" about the exhibition hall.
In order to realize Te Te’s intention to “reform” the exhibition hall, Meng Ye had conflicts and collisions with Te Te during the transformation process of the traditional ceramic tile exhibition hall regarding the design of the art museum, such as “how to balance the relationship between art and products. ”, “How to embody negative ions in the form of art”. After constant discussions and modifications between the two parties, the final result is to add romantic, mysterious and artistic elements to the ceramic exhibition hall, becoming an art exhibition hall about negative ions and ceramic tiles. Making ceramic tiles part of art was Te Te and Meng Ye’s ultimate answer.
Ms. Huo, the director of the Chite Negative Ion Art Museum, said that at the beginning of the design of the art museum, it was clear that the audience of the art museum is the terminal consumer group, not the dealers. To this end, the art museum must take into account the practicality of the ceramic exhibition hall and the aesthetics of popular art. It must not only answer the question of what a healthy home will look like in the future, but also convey a specific philosophy of life to the public. The specific goal is to build the art museum into a landmark building in Foshan.
After the launch of the art museum, the number of visitors gradually increased. Before the recent outbreak of the Guangzhou-Foshan epidemic, the number of visitors was already 500 per month. During the epidemic, he specially summed up his experience and believed that further "reform and opening up" should be carried out, and he proposed that art shouldThe museum was transformed and upgraded into a living museum to further expand its influence. The Life Center is currently positioned as an internet celebrity check-in spot for "afternoon tea". At present, it may just be a change to add drinks. For this reason, some people jokingly said that adding the afternoon tea function is the Living Museum's move to "subsidize the family's income and become self-reliant."
The transformation of the art museum into a living museum is, on the one hand, a move to increase visitor traffic, and on the other hand, it is also an attempt to change the static display function of products in the ceramic tile exhibition hall: from a cold product display to a warm life application, to warm life applications. Visitors and dealers demonstrated the practical application effects of ceramic tiles in home life, and combined with different soft furnishings, it essentially functions as a "fully installed exhibition hall".
02 Internet celebrity life museum
More marketing than reality
Although the Internet celebrity showroom in the special headquarters is progressing steadily, as for whether this model can be transplanted to terminal stores, Ms. Huo believes that dealers with ideas in the future can imitate and copy it.
As the director of an art museum, she said that the relative cost of becoming an Internet celebrity in terminal stores is relatively high, but the benefits are longer-term. In terms of decoration costs, although the investment in hard decoration of the living hall is fixed, in terms of soft decoration, in order to maintain traffic, the living hall needs to consider changing the soft decoration style or marketing theme, so the investment in this part is endless; the opportunities In terms of cost, the operation of the Life Center is more biased towards means marketing, and success is highly non-replicable and accidental. In terms of revenue, although the Life Hall can assume the function of "displaying the image" of ceramic tile stores in the terminal market, the number of ceramic tile products used for display will be smaller than that in traditional exhibition halls; at the terminal, it can shorten the distance with consumers and expand visibility, but for The support for store business is limited.
Terminal stores cannot be fully transplanted at present, but the dedicated art gallery has been recognized by the industry. "Recently, some ceramic tile brands have asked us how to build such an Internet celebrity exhibition hall. We are the first brand to build a science and technology museum and the first brand to build an art museum. We may be able to lead the transformation of ceramic tile exhibition halls."
If the art museum is just a practical display of the aesthetic effects of products, then the living museum brings ceramic tiles into real life. What it displays is no longer limited to ceramic tiles, but will cover all products in the home furnishing field.
“Our original purpose of building this art museum was to consider creating brand differences and expand the company’s visibility in the terminal market,” Director Huo said. “There are so many products on the market that weWe have passed the stage of starting from nothing, and now we are starting from something to excellence. No matter how good the product is, it will not work if the publicity cannot keep up. "Creating an Internet celebrity exhibition hall requires "reform" of the exhibition hall, so there are art galleries and life galleries.
03 Internet celebrity life museum
Breakthrough from Dilemma
The road to building the Internet celebrity exhibition hall of Teidi Art Museum is also progressing through exploration. The ceramic tile exhibition hall has been built as a check-in point for Internet celebrities. For the industry, its significance is to shorten the distance between enterprises and end consumers, break the traditional closed nature of the ceramic industry, and take a step from "isolation" to "reform" "Opening up" is a key step; for the company itself, the greatest value may be to shape the brand image and find a way out of the predicament.
Behind the internet celebrity showroom is the dilemma that brands find it difficult to “break through” with their products. Brands such as Teidi that specialize in a certain ceramic tile category should be the easiest companies to create brand differences. However, the industry has become a trend of "learning from others". Although the concept of companies using products to create brand differentiation is excellent, it also faces many difficulties.
Take the "negative ion ceramic tiles" that were specially founded as an example. There are so many brands in the market today that claim to be negative ion ceramic tiles. In particular, we have to face the market problem that end consumers are limited by the factors of the times and have insufficient understanding of negative ions, and are unable to effectively distinguish and distinguish true and false negative ion ceramic tiles; we also have to face the market dilemma of "involution competition",
However, with the iteration of consumers, the audience of negative ion ceramic tiles in the market is constantly increasing. The expansion of the terminal market also means that it is urgent to specifically improve one's own brand awareness and build brand loyalty. In view of this, we specially took the initiative to use marketing methods to build the headquarters exhibition hall into a check-in point for Internet celebrities: through the check-in points of Internet celebrities, we can open up the distance with consumers and expand brand awareness, so as to "break through" and establish our own category. The first position.
Although the Internet celebrityization of ceramic tile exhibition halls is a marketing tool, it is like pebbles thrown into the lake. The "changes" it leads are constantly happening. With the rise of the ceramic tile living center, Teijian will definitely leave a mark in the history of the development of the ceramic tile industry.
The artistic and life-oriented efforts made to create an Internet celebrity exhibition hall are not only an enterpriseIt is a marketing method for an enterprise to create its own brand difference. It is itself an expression of an enterprise's own life philosophy. It reflects the enterprise's thinking and answers about the direction of social progress, what a good life looks like, and other future development directions. Brand characteristics are the appearance of brand differences, while life philosophy and future development direction are the core of brand differences.
